Imagine that you are a marketing expert. Give a talk about how to determine one’s target audience.

Ex.8. Define the target market for the following products (define the age, sex, job, income level of the consumers).

• Barbie doll

• tablet computer

• Rolls-Royce

• snowboard

• Chanel № 5

• microwave oven

• iPhone

• Lada Niva

Was it always easy for you to define the target group? Think of other products that are targeted at specific groups of consumers.

Advertising

Ex.9. What comes to your mind when you think about advertising? What ways do companies use to advertise their products? What do you think is the most effective way of advertising?

Ex.10. Read the text.

Advertising or advertizing is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

In Latin, ad vertere means "to turn the mind toward." The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspapers,  magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers.

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.

As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn't really change. To persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.

The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:

• Attention (or Attract)

• Interest

• Desire

• Action.

These are the four steps you need to take your audience through if you want them to buy your product or visit your website.

Ex.11. Find in the text equivalents to the following words and word-combinations.

Уговаривать (убеждать), манипулировать, конкурентоспособный (успешный), спонсор, разработка и продвижение торговой марки, средства массовой информации, телевизионная реклама, наружная реклама, потребление, увеличивать, конкурентный, изощренный, привлекать внимание, предпринять действия.

Ex.12. Translate the sentences into English.

1. Рекламные ролики часто убеждают людей покупать товары, которые им, на самом деле, не нужны. 2. Средства массовой информации вынуждены публиковать рекламу, чтобы оставаться конкурентоспособными. 3. Цель рекламы – увеличить потребление товаров и услуг. 4. Каждый из нас хотя бы раз получал рекламное СМС сообщение. 5. Наружная реклама – быстро развивающийся сегмент рынка. 6. Чтобы привлечь внимание публики и заставить потребителя купить товар, реклама должна быть очень необычной.

Ex.13. Read the slogans of some well-known companies. Match the slogans with the names of the companies given in the box. (A slogan is a short, memorable catch phrase, tagline or motto used to identify products, companies or corporations in advertisements.)

Kodak Panasonic Nestle Nike Apple McDonald’s Nokia L’Oreal Global Jet Airlines IBM

“Connecting people”

“A Virtual World of Live Pictures”

“We Make IT Happen”

“Ideas for Life”

“Byte into an Apple”

“Light is Faster, but We are Safer”

“Because I’m Worth It”

“I’m Lovin’ It”

“Good Food. Good Life”

“Just Do It”

Ex.14. Discuss the following issues with the group.

What are the most effective methods of advertising? Does it make advertising more effective if children or celebrities appear in advertisements? Why? What famous people have taken part in advertising? What product did they endorse (рекламировать с помощью «звезд»)? Were the ads effective? Do you approve or disapprove of these celebrities?

Ex.15. Role-play. Work in groups of four. Each group is a team in the Marketing (or Advertising) Department of a company. You are going to promote a new product. Think, what kind of product it is going to be, what its target market is, what methods of advertising you are going to use, what celebrities are going to endorse it, what slogan you are going to invent, how you are going to market your product. If possible, make a television commercial or a presentation of the product for the next lesson.