Business Communication. Week 4

Transcription

1 Business Communication Week 4

2 Agenda 1. Question of the Day 2. Coca Cola Advertisements 3. Discussion of Advertisements 4. Jigsaw- Marketing Terms 5. Applying the terms to Successful Advertisements 6. Class Poll- Which ads were the best?

3 Question of the Day: In marketing, there are those who satisfy needs and those who create wants

4 Moroccan Coca Cola Advertisement

5 French Coca Cola Advertisement

6 American Coca Cola Advertisement

7 Discussion Questions 1. How do these three advertisements differ? 2. Why do you think Coca Cola advertises differently in each country? 3. Is Coca Cola targeting different demographics (groups of people) in each country? 4. How are these advertisements similar?

8 Jigsaw- Vocabulary Words I will divide you into groups and you will be responsible for learning three vocabulary words that you will teach your classmates. Find a good definition of the terms and discuss how they apply to each video we watched. Once you have two groups of classmates, you will explain a set of definitions you learned to the class.

9 Vocabulary Words: 1. Market: Market Segmentation, Market Penetration, Market Adaptation 2. Product: Product Placement, Product Portfolio, Product Feature 3. Brand: Brand Positioning, Brand Identity, Brand Extension 4. Customer: Customer Base, Customer Profile, Customer Retention 5. Marketing: Marketing Mix, Marketing Strategy, Marketing Plan

10 Market Vocabulary: Market Segmentation- involves identifying different groups of customers and targeting them based on their wants and needs Market Penetration- the number of total sales compared to the total theoretical market If 25,000 people own cell phones in a town of 50,000 people, the market penetration is 50%. Changes in market penetration are used to measure the success of advertisement Market Adaptation- the process of adapting a product so it is suitable for different customers, markets, and even cultures

11 Product Product Placement- a marketing technique in which a product is referenced in another work, such as a TV show or a movie Product Portfolio- all the services, including products, offered by a company Product Feature- a function of the item that makes it desirable for consumers

12 Brand Brand Positioning- The concept you want to evoke in your customer s minds when they see your product Brand Identity- How a brand is represented to a customer (think design, colors etc.) Brand Extension- using an already known brand name for new products

13 Customer Customer Base- group who consistently buys a product and whom a company counts on Customer Profile- characteristics of a customer used to group people together Customer Retention- whether a company is able to ensure that customers keep buying the product or not

14 Marketing Marketing Mix- set of marketing tools that the firm uses to pursue its marketing objectives Product, Price, Promotion, and Place Marketing Strategy- long-term plan for a company to achieve an advantage over other companies Marketing Plan- a document outlining a company s plans for advertising in a given period of time, usually a year

15 How advertisers convince you to buy their products...

16 Why is this advertisement effective?

17 And this one?

18 What about this one?

19 Poll Which ads are the most effective? Why?

20 Closing Thoughts In marketing, there are those who satisfy needs and those who create wants