Facoltà di EconomiaFacoltà di EconomiaCdL Economia e gestione dei servizi CdL Economia e gestione dei servizi

turisticituristici

Lingua IngleseLingua Inglese

ImageImage

a.a. 2008/2009

IMAGEIMAGE English words or expressions connected with English words or expressions connected with

………….………….

IMAGEIMAGE

Aim at Aim at productsproducts to enter a target marketto enter a target market

designer goodsdesigner goods luxury market luxury market mass mass marketmarket

to promote to promote promotionpromotion promoterpromoter promotionalpromotional

affectaffect to build up and guard to build up and guard brand image

segment of customerssegment of customers imitationsimitations

Trade markTrade mark fashion show fashion show labellabel logologo

haute couture designhaute couture design

perfumes perfumes cosmeticscosmetics accessoriesaccessories clothingclothing

advertising n [U] telling people publicly about a product or service in order to persuade them to buy it: [pubblicità] The cost of TV advertising is very high. Collocation advertising campaign - advertise v [T] [pubblicizzare]

advertisement n [C] abbreviation advert, ad a piece of film, a picture or writing used in advertising: [pubblicità] I saw the advertisement in the newspaper yesterday.

brand n [C] a name that a company gives to a product so that people can recognise it easily: [marchio] We built the Veuve Cliquot brand slowly over seven years. Collocations brand name, brand image - branding n [U] [branding (creazione e diffusione dell'identità di un marchio)]

image n [C] the general opinion that most people have of a person, organisation or product: [immagine] Good advertising helps to promote a company's image.

logo n [C] a design or way of writing the name that a company or organisation uses as an official sign on its products and advertising: [logo] Nike uses a tick as its logo.

loss leader n [C] a product that is sold at a loss to encourage people to buy other more profitable products: [loss leader, articolo civetta]

Supermarkets sometimes sell bread as a loss leader to bring customers into the store.

luxury n [C] something that is expensive and not really necessary, but pleasing and enjoyable: [lusso] The store sells luxury goods such as perfume.

promote v [T] to try hard to improve sales of a product by advertising it, reducing its price, etc.: [promuovere] They are promoting her new film heavily. - promotion n [C] [promozione] a special activity intended to sell a product or service

publicity n [U] the attention that a person or company gets from newspapers, television, etc.: [pubblicità] The show received good publicity in the media.

target market n [C] a group of people that a product is aimed at; advertising of the product is designed to make the product appeal to this group: [mercato target] You can't sell a product if you don't know the target market.

value n [C, U] the amount of money something is worth [valore] - value for money of good quality, considering the price: [ottimo rapporto qualità/prezzo] These jeans are good value for money at only $15.

ImageImage is important to companies is important to companies as as it can affect how consumers see it can affect how consumers see the company and the goods they the company and the goods they are buyingare buying

What is your definition of brand?What is your definition of brand?

The name of a product

The image of a company in the market

The name used to recognize a company in the market

The identifying symbol/sign of a company

Definition of “brand”

“Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a promise of satisfaction and quality."

Walter Landor, guru of the advertising industry

Brand management issues.

A strong brand is the most valuable asset (property,

plus) of successful companies.

Brands are assets because, when properly

managed, they provide a secure flow of income

(revenue, profits) for the business.

Branded Goods

A high quality branded product is perceived by consumers as being clearly better than competing products.

Therefore, it generates consumer preference and loyalty

Producer/Product Identification

Where markets are larger, complicated and

national or global, the identity or image

recognised by customers transfers from

person to product. No longer accompanied

by the producer, the product has to speak

for itself.

BRAND IDENTITY BRAND IMAGE

B. Image: The perception of your product or your brand

by the consumer.

B. Identity: How you want the consumer to perceive your

product or your brand.

Companies try to bridge the gap between the brand

image and the brand identity. HOW??Attracting the initial attention and recognition of customers, to

differentiate the product from rivals, and to make favourable

associations:

“this car/aftershave/shirt will make you attractive to women”.

Any symbol, such as a word, number, picture, design, scent or sound used by manufacturers or merchants to identify their own goods and distinguish them from goods made or sold by others. It is a legal concept.

.

. .

A Trade Mark which is registered gives the right to use the ® symbol and a much greater degree of certainty.

A registered Trade Mark gives the owner monopoly rights to stop others using the Mark (or a similar Mark) in relation to goods/services which are identical or similar to the owner's goods/services.

What is the difference between trademarks and brands?

A trademark is a legal concept.

Brand is the difference between a bottle of soda and a bottle of coke, the personal memories and cultural associations that orbit around a product.

A brand is a promise. A brand is a collection of perceptions in the mind of consumers.

THE LEGAL TERM FOR BRAND IS TRADEMARK

ImageImage(Reading Comprehension) p.35(Reading Comprehension) p.35

Fashion’s favourite Fashion’s favourite

1. top-end2. Haute couture3. Off-the-peg4. Fashion house5. Designer label

a) Clothes made in a factory, not specially for one person

b) The company’s name on the clothes they have designed

c) A company that designs, makes and sells fashionable clothes

d) The most expensive products in a range

e) Making and selling very expensive clothes, especially for women

1d, 2e, 3a, 4c, 5b

ImageImage(Reading Comprehension) p.35(Reading Comprehension) p.35

Fashion’s favourite Fashion’s favourite General::- What is this article about? - What is the point of top-end fashion?- What is the meaning of the expression “the high cost of

fashion shows is worth every penny to the industry”? PARA I: What is the meaning of ‘commercial point’?A loss leader is A. a featured article of merchandise

sold at a loss in order to draw customers; B. a drawing card; C. both of them

Off-the peg means A. mass-produced clothing; B. ready-to-wear; both of them

What is the opposite of ‘hand-made’?

PARA II: What is the difference between publicity, advertising and advertisement?

What is the meaning of ‘glossy’? ‘The practice of giving expert advice within a

particular field’ is … PARA III: ‘talented’ means A. possessing a

natural ability or skill; B. possessing money and good relationships

What is the meaning of ‘economic weight’?Can you give a synonym and an antonym of

‘output’? PARA IV: can you give a synonym and an

antonym of ‘domestic market’?

Word-formationWord-formationAdjectives in -al, -able: promotional,

practical, fashionable, reliableAdverbs in –ly: promotionally,

practically, fashionably, reliably

Vocabulary p. 36Vocabulary p. 36

Vocabulary 2 – exercises n. 2 and 3

Word buildingWord buildingComplete the table with the missing Complete the table with the missing

wordswords

NounNoun AdjectiveAdjective_______________ luxuriousFashion _______________________________ industrialCreation ________________Commerce ________________Economy ________________Fame _______________________________ talented

Brand (compounds)IMAGEAWARENESS STRETCHING

LOYALTY LEADER MANAGERa) A person responsible for planning and managing a branded productb) The ideas which consumers have about a brandc) The tendency of customers to continue buying a particular productd) Using a successful brand to launch a product in a new categorye) The knowledge which consumers have of a brandf) The brand with the largest market share

LUXURY BRAND CLASSIC BRAND

a) A brand associated with expensive, high quality products

b) A famous brand with a long history

MARKETING AND BRANDS

What are your favourite brands of the following products?

SOFT DRINKS CLOTHES CARS SHAMPOO

Why do you prefer these to other similar brands?

Now choose one of the products you use and consider the marketing mix for that brand:

PRODUCT: What are the product features?PRICE: In comparison with similar productsPROMOTION: When and how is it advertised?PLACE: Where can you buy that product?

The Marketing MixThe Marketing Mix

The Four PsThe Four Ps

Selling the right product at the right price, through the right channels, with the right support and communication, at the right place (promotion & place)

Selling: Hard to reach p.75Selling: Hard to reach p.75KeynotesKeynotesMany manufacturers sell their products through retailers, but they may also sell direct to the consumer by telephone or on the Internet, or they may employ sales representatives. A lot of companies sell products and services business to business, or B2B. Product information is created in the form of flyers or catalogues and some companies send this information to large numbers of potential customers through the post. This method of selling is called direct mail. Marketers are always looking for ways to promote their products to new kinds of customers.

Marketing methodsMarketing methods

TraditionalTraditional – – ‘above the line’ advertising (e.g. TV, radio, press) and ‘below the line’ (e.g. direct mail)

UnconventionalUnconventional – – guerrilla marketing: to use imagination to capture attention, while using minimum resources

Listening comprehension p.76Listening comprehension p.76Promoting the productPromoting the product

Methods of sellingMethods of selling

Advertising

media

Personal selling

Sales promotions

Public relations

Direct marketing

Sponsorship

- TV, radio, the press (newspapers and magazines), cinema, the Internet

- employing sales representatives - special offers, discounts,

competitions, free gifts- creating news (information about

the company in the press or on TV)- direct mail, TV and Internet

shopping, telephone selling- where a company pays to have its

name linked to an event or a person

SellingSelling(Reading Comprehension) p.77(Reading Comprehension) p.77

Marketing to students Marketing to students General::- What is this article about? - What is the ‘spending power’? PARA I: What is a high-earning graduate?

What is the meaning of ‘hard to reach’?Can you give a synonym for ‘target’?

PARA II: What is the meaning of ‘market’?What is a strategy? What adjective in the text means ‘moral, pertaining to values and principles’?Pay off means A. get revenge; B. to pay a debt in full; C. to lay off

SellingSelling(Reading Comprehension) p.77(Reading Comprehension) p.77

Marketing to students Marketing to students PARA III: ‘The Guardian newspaper runs careers

fairs’ means … PARA IV: Can you give a synonym and an antonym

of successful?What is a sample? What word in the text means ‘incentive, encouragement’?‘rep’ stands for …

PARA V: ‘Field staff’ is A. people working on the topic; B. people working in a field’; C. employees who work in the targeted market’.

Word building p. 78Word building p. 78

Noun Person Verb

___________________ ___________________ sponsor

consumption ___________________ ___________________

marketing ___________________ ___________________

___________________ ___________________ organise

analysis ___________________ ___________________

___________________ agent No verb

Suffixes: -ship, -er, -ation, -ist

AdvertisingAdvertising

AdvertisingAdvertising

GOOD ADVERTISING IS GOOD FOR BUSINESS

Consumers consider advertising as a source of information and entertainment.

Advertisers must provide creative and effective ads.

Consumers believe that advertising is an integral part of everyday culture: not only entertaining and informative, but REAL!!!

The English language and Advertising

Visual content and design in advertising have

a very great impact on the consumer, but it is

language, and the combination of language

and images that help people to identify a

product and remember it.

The English language and Advertising

The use of English in advertising all over the world generally makes a positive impact on the consumer.

ENGLISH IS AN ATTENTION GETTER

English is still the most frequently used linguistic means in advertising.

French attempt at fighting this primacy and hegemony (1994, Toubon law)

It is more easily understood and remembered by the world's audience, and its flexibility helps enormously those operating in advertising.

The English language and Advertising

Always Coca ColaCanon you Can

With Vodafone you canDon’t touch my BreilNokia Connecting People

I’m lovin’ it

Golden Lady “I’m lost without you!”“PAMPERS BABY DRY”“Speedy Pollo: cercati uno sballo, cuccati di pollo…”The New Fragrance for menOSARE FORTIS getting you there

The English language and Advertising

CARRERA sunglasses

Ermenegildo Zegna EyewearEmporio Armani UnderwearSamsonite FootwearZurichBecause change happenz

Bicolor Be Cooler: HONDA The Power of Dreams

T-Shoes 24h comfortMICROSOFT: Your potential. Our passion

The English language and advertising

Use of compounds adjectives:

top-quality, economy-size, chocolate-flavoured, feather-light longer-lasting.

The English language and advertisingThe English language and advertising

Use of high degree adjectives (hyperboles) :

Shining Extra-shiningluxury Super luxuryelegant Incredibly elegantsmooth

Fantastically smooth

Adjectives are important in advertising for they are used to add prestige and desirability and approval for the consumer/client.

The English language and advertisingThe English language and advertising

Comparisons

to relate the product to a rival or competitor. In reality, no real comparison is made in advertising.

An advertisement for a detergent may say "It gets clothes whiter“………….but whiter than what?

The English language and advertisingThe English language and advertising

Use of the imperative:: “Relax the Natural Way”“Win two Nights!”“Get Ready for Summer!”“Cruise here!”“Find out why........”;

The English language and advertising

Use of repetition: advertisements tend to repeat words or ideas.

Something repeated frequently is easily remembered.Most often it is the brand name of the product, or some word associated with it.

The English language and advertising

Slogans: Most advertisements use a catchphrase or slogan which becomes associated with the product: 'Nike. Just do it', 'Always Coca-Cola' ‘Froget About Stress’ ‘Beat the WorldCup Blues’

43

AdvertisingWord Partnerships

ADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE; PROMOTIONAL

CAMPAIGN; TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS; MIX

Advertising campaignMarketing mixPublic relationsRetail outletsPrice promotionsPromotional techniques

ADVERTISING ADVERTISING

MEDIA METHODS VERBS

Radio Jingles Persuade

Press Directories Run

Television Commercials Launch

Word-of-Mouth Sponsorship Publicise

Public Transport Billboards/hoardings Sponsor

Cinema Free samples Place

Mailshots Endorsement PromoteStreet Furniture Posters(Bus Shelter, Public Toilets) Leaflets

45

Read the definitions and write in the missing Read the definitions and write in the missing consonants to make the word.consonants to make the word.

11 _ a _ _ e _ i _ _ _ i _: Product, price, promotion and _ a _ _ e _ i _ _ _ i _: Product, price, promotion and place are this.place are this.

22 _ _ a _ _: The name of a product or group of products._ _ a _ _: The name of a product or group of products.33 a _ _ i _ a _ _io _ _: The hopes and wishes of a _ _ i _ a _ _io _ _: The hopes and wishes of

consumers.consumers.44 _ o _ _ u _ e _ _: The people who buy or use the _ o _ _ u _ e _ _: The people who buy or use the

products.products.55 _ o _ o: The symbol of a company found on its _ o _ o: The symbol of a company found on its

products.products.66 _ a _ _ e _ e _ _: The people who market the products._ a _ _ e _ e _ _: The people who market the products.77 a _ _ e _ _ i _ e: To promote the product.a _ _ e _ _ i _ e: To promote the product.88 _ o _ _ e _ i _ o _ _: Other companies selling the same _ o _ _ e _ i _ o _ _: Other companies selling the same

products.products.9 _I_ _ _9 _I_ _ _: What sales reps or adverts do when they sell a : What sales reps or adverts do when they sell a

product.product.

46

Read the definitions and write in the missing Read the definitions and write in the missing consonants to make the word.consonants to make the word.

11 MARKETING MIXMARKETING MIX: Product, price, promotion and : Product, price, promotion and place are this.place are this.

22 BRANDBRAND: The name of a product or group of products.: The name of a product or group of products.33 ASPIRATIONSASPIRATIONS : The hopes and wishes of consumers. : The hopes and wishes of consumers.44 CONSUMERSCONSUMERS: The people who buy or use the : The people who buy or use the

products.products.55 LOGOLOGO: The symbol of a company found on its : The symbol of a company found on its

products.products.66 MARKETERSMARKETERS: The people who market the products.: The people who market the products.77 ADVERTISEADVERTISE: To promote the product.: To promote the product.88 COMPETITORS COMPETITORS: : Other companies selling the same Other companies selling the same

products.products.9 PITCH9 PITCH: What sales reps or adverts do when they sell : What sales reps or adverts do when they sell

a product.a product.

LANGUAGELANGUAGE1 Underline the correct modal verb in brackets.1 The government says companies (have to / should)

follow certain rules when advertising.2 You (mustn’t / don’t have to) say your product does

something that it doesn’t.3 I don’t think you (should / need to) ignore the

students market because they are your future customers.

4 You (don’t have to / mustn’t) work late because George said he can if you don’t want to.

5 They cancelled the meeting so we (shouldn’t / don’t need to) go.

6 They (don’t need to / shouldn’t) invest in that company because it isn’t doing well at the moment.

1 have to / 2 mustn’t / 3 should / 4 don’t have to / 5 don’t need to / 6 shouldn’t

VOCABULARYVOCABULARY2 Write in the missing letters in the words below.

They are all words about money.7 If you buy today, we’ll give you a ten per cent _i_ _ou_

_.8 My bank gave me a personal _oa_ today.9 I think it’s important we help Africa with its _e_ _ to

other countries.10 He wants an extra ten thousand a year and he

already has a _a_a_ _ of over a hundred thousand a year!

11 How much do you ea_ _ a month?12 The type of customer we want has enormous _

_e_ _i_ _ power.13 My house is _o_ _ _ about two hundred

thousand pounds.7 discount / 8 loan / 9 debt / 10 salary / 11 earn / 12

spending / 13 worth

3 Combine words from A and B to complete the description below.

A public / personal / direct / advertisingB media / marketing / selling / relations ‘There are various methods of selling starting with the

most expensive like TV commercials, radio adverts and other (14) ____________ ______________. A cheaper way to sell is through (15) ______________ ____________ such as direct mail when you send out leaflets to people’s houses. Face-to-face contact with the customer is obviously important. For example, (16) ______________ ______________ with sales representatives can be very effective and it’s easy to measure. It’s more difficult to see if (17) ____________ ____________ is effective. This is because it’s about creating good contacts rather than selling directly.’

14 advertising media / 15 direct marketing / 16 personal selling / 17 public relations

4 Write in the ends of the words in these sentences.18 Consump______ of coffee has increased every year

since 1950.19 Clever market_________ made designer coffee very

popular.20 Market analys________ are warning that the

economy doesn’t look good.21 Did we get the results from the market research

agen______ ?22 Cigarette companies often spons_____ sports

events.CAREER SKILLS5 Write in these phrases to complete the discussion.That’s a good / I like / How about / Brilliant / I’m not sure /

we could / why not / What about invitingA:We need to decide how to increase sales this month. Any

ideas?

B:(23)____________________ offering some discounts?C:(24)____________________ idea but our prices are

already cheaper than our competitors.B:So (25)____________________send some advertising to

customers? We could tell them about our prices.B:(26)____________________ that. I think we also need to

use Internet and email more.C:What do you mean?B:Well, perhaps (27)____________________ email some of

our old customers and update the website?C:That’s true. Our website is the same as it was six

months ago.A:OK. I’ll deal with that. C:(28)______________________someone from the local

newspaper to visit the factory and show them our new range?

A:(29)_________________! But I think we should invite all the newspapers.

C:(30)______________________ about that. Do you think they would come?

B:We could try… 18 Consumption / 19 marketing / 20 analysts / 21

agency / 22 sponsorCareer Skills23 How about / 24 That’s a good / 25 why not /

26 I like / 27 we could / 28 What about inviting / 29 Brilliant /30 I’m not sure