Chapter 6: Advertising

Start up
In the UK alone, companies spend over £14 billion on advertising every year. Obviously,
businesses think that advertising works – but what do they hope it will achieve? A core aim is to
increase sales by making the Unique Selling Point (or USP) of the product or service clear to
potential customers, whether this is a lower price, superior quality, or special features. It also
aims to:
• Attract new customers by stimulating interest
• Change people’s views or attitudes
• Differentiate the product or service from competitors’
• Encourage brand-switching from rival products
• Make a brand or business better known to the public

When the decision to advertise has been taken, companies then have to choose which media to
use, from television to the Internet. The choice will depend on the market segment the company
wants to reach (age group, business or domestic, male or female, etc.); the geographical spread
of potential customers (local, national, or international); and above all, the budget the company
has to spend.

The various media used for advertising carry advantages and disadvantages. Television can
reach enormous audiences, and the advertisement can be repeated any number of times. It is,
however, extremely expensive, so would only be suitable for mass – consumption products.
Advertising with billboards is much cheaper, but the advertisements must be placed in strategic
locations and the message they contain has to be concise. Commercial radio is again a more
economical option, and is particularly effective when targeting a local market.

Once the medium has been chosen, advertisers employ a range of techniques to get their
message across. They may repeat key information to ensure that we remember it, make an
emotional appeal to us (for example, the maternal appeal of babies), or employ the scientific
endorsement of experts or the celebrity appeal of film stars or models.

So what are the main rules of advertising? They are neatly expressed in the acronym AIDA:
✓ Attract the attention of potential customers
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 ✓ Gain Interest in the product
✓ Create a Desire for its benefits
✓ Tell customers how to take Action
If the advertisement achieves all four aims, then it should be a success.
Questions:
1. What is main purpose of advertising?
2. What factors do companies consider when choosing media to use for advertising?
3. Why do companies usually employ the scientific endorsement of experts in their
adverts?
4. Which medium is, in your opinions, the most effective one for advertising a product or
service? Why?
5. Find words or phrases in the text which mean:
- Main and important
- To encourage or to prompt to do something
- To make a product different from other products of the same type
- The means used to give information to the public
- Famous person (movie stars, sport stars, beauty queen, etc.)
Discussion
1. Work in groups. Discuss the questions.
- What are your favorite adverts on TV or in magazines?
- Why do you think they are successful?
2. Look at the extracts from adverts and match them with the pictures.
- A holiday destination
- Washing powder
- Fridge
- Furniture
- Pet food
- Ferries
- Beds
- Bathrooms

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3. Complete the text using these words and phrases. Add the if necessary.
Lower prices larger smaller most expensive
Cheaper more people easiest ways
Better than less best most suitable

Advertising space
Companies have to choose ……………1 way to advertise based on budget and suitability. TV
adverts are ……………2 form of advertising, and only larger companies can afford them. A
radio advert is …………….3 to produce, and is often more effective for ……………4
companies with a limited budget. Local radio reaches …………….5 and its message can be
more direct.

Print ads in magazines, newspapers, and on billboards are one of ……………..6 to reach people.
Advertising space in local newspaper costs …………….7 than in national papers and is often
very effective. Even big stores place adverts in local papers, although they have ……………8

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adverts than the local shops. National newspapers often carry adverts for computer or mobile
phone companies offering ……………9 than their competitors.

Advertisers spend time selecting …………..10 publication. For shampoo manufacturers,

women’s magazines are ……………11 sports magazines, because they are seen by the biggest
audience of consumers.
Vocabulary
Crossword
2
1 3

4
6
5
8
7

9 10

Across
1. The main ways that large numbers of people receive information and entertainment, that
is television, radio, newspapers and the Internet. (5)
4. A business or a person that sells goods directly to the public. (8)
5. The business of dealing with money for people or providing advice about money and
investments. (9, 8)
7.To make goods in large quantities from raw materials or parts, using machinery. (11)
9. An official statement of the aims of a company or an organization. (7, 9)
10. To make or grow things to be sold, especially in large quantities. (7)
Down
2. (About a business, an investor, etc.) to develop a wider range of products, markets,
investments, etc. in order to be more successful or reduce risk. (9)
3. A person or a business that buys goods in large quantities and sells them to businesses,
so they can be sold again to make a profit. (10)
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 6. To sell goods to the public, usually in small quantities. (6)
8.To give somebody a job to do for payment. (6)
Reading
1. Work in groups. What kinds of products do the following groups of people usually
advertise?
Young men young women children
Housewives business people teenagers
Families secretaries old people
2. Read the article and match the headings to the paragraphs.
Scientific authority ……..
Negative feelings ………
Association of ideas …….
Hype …….
Emotional appeal ……
The persuaders
We all know that buying a product won’t really get us that great job or give us a perfect life. But
we are still influenced by advertising. Advertisers use a variety of techniques to persuade us to
buy things.

A. One simple way to advertise is repetition. The name of the product or a slogan is
repeated so we end up remembering it. The aim is to get the message into our brains
– many radio adverts use this technique.

B. Adverts use both short phrases and long explanations. In both cases, language is
extremely important. Hype – or exaggeration – is very common. Vague terms are
used, such as ‘the greatest’, or ‘the most advanced’, in order to impress us and stop
us asking too many questions.

C. Advertisers play on the universal feelings of fear and anxiety to manipulate our
feelings. They suggest that we may not make friends, do enough for our families, or
be attractive enough unless we use their products. Think of how many mobile phone
adverts link their use to having more friends or a better social life.

D. Scientific ‘endorsement’ is common, particularly for cosmetics, medicine, or

toothpaste. A scientist tells us about the product and uses difficult words to impress
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 us. A related strategy is the use of glamorous celebrities – we feel reassured, or
aspire to be like them.

E. Emotional appeal is fundamental to advertising. Maternal feelings, family life, sex,

femininity, and manliness all appeal to us subconsciously. For example, they show a
woman hugging her children, or a macho man using a razor blade. Nostalgic images
are also important, such as a happy Mediterranean family eating a meal outside. It
may be a sentimental version of family life, but it appeals to us.

F. Think of summer and you probably think of ice cream and the beach – we often
associate ideas together in our minds. Advertisers also want to create associations.
For example, technology if often presented in a modern minimalist living space to
suggest a rich lifestyle. And although today’s driving means traffic jams and parking
problems, car adverts link their car to the concept of freedom on deserted roads!
Speaking
Business know-how
Being creative is a skill that you can develop. Read the tips below. Which of these do you do
already?
Improve your creativity
• Make sure you get some regular quiet time to think.
• Stop the inner voice that says “this idea is stupid”.
• Look around you and really notice your environment.
• Learn a new skill – it makes you think in a new way.
• When you brainstorm in groups, say all your ideas, even the strangest ones!
• Have fun – play word games, do puzzles.
The art of advertising
Have you heard of AIDA? It is an acronym to help you remember the main rules of advertising.
So what does AIDA stand for? Well, an advertisement or promotional campaign must:
✓ Attract the Attention of potential customers
✓ Create Interest in the product
✓ Produce a Desire for its benefits
✓ Tell customers how to take Action
Making the following with the AIDA checklist

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 ➢ You want to convince customers of the benefits of having your product.
➢ This may tell people to buy the product by a certain date / tell them when an event will
take place / show them how to enter a competition, etc.
➢ A powerful or interesting image, or an attractive special offer, can achieve this.
➢ You can do this by using good headlines and slogans, good design, bright colours, etc.
Work in groups. Make a magazine advertisement for a product. Create a name for your product.
Write a short description and an eye-catching slogan. Remember to:
➢ Advertise the USPs
➢ Refer to AIDA
➢ Include an image
Writing
Enquiries
1. Read and complete the letter with these words
Would recently also planning
Future know stand including
2. When you write a letter or an email you should organize your ideas clearly. Number these
items in the order you find them in the letter.
□ Reference to reply
□ Your enquiry
□ Polite ending
□ Description of your company
□ How you know about the supplier
3. You recently saw an advert in a trade magazine for GFC Designs. You are a quality gift
supplier and would like to improve your website. Write to them and ask for a brochure. You
also want to know if they deal with small businesses. Invent a name and address for your
company.

GFC Designs
Unit 15 Newlands Business Park
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 73 Charles Street East
Toronto
Look out Security
1200 Woodroffe Avenue
Ottawa
03 June, 20___

Dear Sir / Madam,

We saw your ………….(1) at the Montreal trade fair, and we would like to ……… (2) more
about your CCTV products.

GFC Designs is a graphic design agency, specializing in design solutions for businesses. We
have ………..(3) moved to new business premises, and we are ………..(4) to replace our
security cameras in the near …………..(5).

…………(6) you please send us your latest catalogue, …………..(7) a full price list? We would
……….. like to know if you install and maintain your security systems.

We look forward to hearing from you soon.

Yours faithfully,
Claude Danvers
Facilities Manager
GFC Designs

Dilemma
A scent of risk
Brief
Bellissima is an Italian perfume and cosmetics business. The company has a highly successful
range of products in the luxury cosmetics market. It is planning to launch a new fragrance and
extensive market research has produced detailed profiles of two potential target markets as
described below. Bellissima now has to decide whether to expand its current market base or risk
branching out and reaching a new client.

Profile A

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High-income women aged 25-30, who spend a high proportion of income on restaurants and
theatre. Currently loyal to our cosmetics range but change perfume brands from time to time.
However, they already have a positive image of our brand so a relatively limited promotional
campaign would be enough to create an awareness of the new product. They accept high prices
for quality products.

Packaging should be simple but elegant, using expensive materials in dark colors. The brand
should appeal to a sense of ambition and superiority. Suggested brand names: Sophistication or
Cool Elegance.

Profile B
Women aged 18-25, who like popular music, clothes, going out and don’t mind paying high
prices for quality or products that are “in fashion”. Currently don’t use our brands as consider
them slightly old fashioned. We would need to spend a lot on promotion to attract this target
who are not high earners but spend a high proportion of income on clothes and cosmetics.

Packaging to represent a young, carefree lifestyle with a strong and rebellious personality.
Regular packaging updates needed to keep up with fashion trends. Suggested brand names:
Rebel Angel or She Devil.
Task
Work in groups. Discuss the advantages of each profile and decide which option has most
potential for Bellissima. Choose a brand name and plan your brand strategy. Consider the four
Ps. of the marketing mix.

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