Effective Marketing

Do you have brand loyalty to any company?

What is the brand identity of Red Bull? Who is the target customer/demographic/market for Mercedes?

Ex 1. DISCUSS: What is your favourite TV advert? What characteristics do the best TV ads have?

Ex 2. You are going to listen to the first 25 seconds of a TV advert without seeing the pictures. DIscuss the answers in a small group. What product is being advertised in your opinion? Who is the target customer? What does the music say about the brand identity?

For a vocabulary glossary of lots of marketing terms, go to http://www.stgeorges.co.uk/blog/marketing-for-english-brand-awareness/

Ex 3. Now you are going to listen to some more of the advert (again without seeing the ad) Has your opinion changed? Discuss again the same 3 questions as above

Ex 4. Now you will watch almost the whole advert.

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Effective Marketing
1. 2. 3. What do you think is being advertised? Even if you dont know the product, who is the target customer? Be specific. Are men included in the target customer group?

Ex 5. Now watch the advert to the very end (2:00 - 2:26) 1. 2. 3. Does this brand appeal to you as a customer/consumer? Has the ad put OPI in your consideration set? What does the ad portray about the price of the product? Is it a premium brand or an economy brand? 4. 5. Which socio-economic categories are the advertisers targeting? Which market segment (see guide below) is being targeted in terms of profession, lifestyle and age group?

Social Grade
A

Social Status
upper middle class middle class lower middle class skilled working class working class lowest level of society

Occupation
top management e.g. CEO middle management junior management

Description
Wealthy: often between 40 - 60, detached house with 4 + bedrooms, expensive cars, own many investments, like golf and expensive wine Prosperous: house owner, possibly two family cars, interest in arts, skiing, foreign travel Comfortably off: middle income property owner with a car, family holiday every year, eating out at restaurants and money for hobbies Moderate means: Blue collar job or lowest level corporate worker, rent their accommodation, can afford to treat themselves occasionally Hard pressed: Work in a shop or factory and have no savings, take few holidays, have credit card debts, buy own-brand supermarket goods Hard pressed: Live in high-rise flats/property rented from local council. Unemployed or travel to work by bus or on foot. Often need a loan to help their tight budget for essential items.

C1

C2

skilled manual worker semi-skilled and unskilled manual worker state pensioner, single-parent families, minimum wage worker

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Effective Marketing
Ex 6. Put the following vocabulary into the gaps below (1 word is not needed) brand identity target market social demographic brand image customer consumer premium brand brand loyalty psychological pricing
(1) brand

must-have item

This latest piece of promotion from the OPI brand is undeniably compelling. The identity

they are trying to put across to the buying public is definitely that they are cool,

contemporary and high-quality. Does that identity equate to the (2)____________________? I think the answer would be a definite, yes. Every person that Ive shown this to has been super impressed with the creativity, images, music and the slow reveal of the product. Is OPI the market leader? Im afraid that my knowledge of nail products is not good enough to know, but the large marketing budget would suggest that this is a to a far larger customer base than just the (3)____________________ alone. Nail varnish with pricing to match, rather than an economy brand. Its also an amazing ad because it appeals (4)____________________ typically would be aimed at females, but this campaign is ticking all the right boxes for brand awareness for all those boyfriends and husbands out there. OK, they are not going to be the (5)____________________, but now the males who have seen this ad would certainly have OPI in their consideration set (possibly the only product in their brand consideration). For existing female customers it works extremely well serving to cement (6)____________________. For me, a very interesting aspect of the ad are the models, or shall we say the brand representatives or ambassadors? If you consider the top models used for fashion mega brands like Gucci, D&G etc, these girls are a lot lower down the scale. Likewise, whilst they are great dancers, they are not the absolute best if you compare them to a Russian primera ballerina or a leading flamenco dancer etc. This is clever casting from the creatives in the advertising group to appeal to the right (7)____________________ of customers, positioning this brand as obtainable (as opposed to unobtainable) for female teenagers and twenty-somethings whilst at the same time remaining aspirational. This is clearly pitched as a product for the cool girl in the street in 2013. The only downfall I can see is in answering the question, Does the product live up to expectations? It could well be that after seeing this ad, the want factor could be very high and it could turn into a (8)____________________. However, assuming that this range might be priced at 14.99 EUR (a nice piece of (9)____________________), then there might be some postpurchase dissonance (as opposed to post-purchase consonance) coming into play. After all, the ber-cool advert may lead a customer to believe that this product is going to change their lives and make them super cool or sexy, but at the end of the day it is only nail varnish!
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Effective Marketing
Ex 7. TRUE or FALSE: The author thinks that... 1. 2. 3. 4. 5. the advert is over the top. the advert is only aimed at females. the brand ambassadors were cleverly chosen. the product will have a psychological pricing policy. the product may not live up to expectations. True / False True / False True / False True / False True / False

Ex 8. Discussion Questions (using vocab from the lesson) 1. When the product appears at the end, it is shown in exactly the same way as the guns in the sci- lm, The Matrix. This lm is primarily aimed at men. Is this part included in the advert to give brand awareness of OPI to men? Or is it some other reason? 2. 3. 4. 5. 6. 7. 8. Has the ad made you consider buying OPI products? If you bought this product, do you think that the product would live up to your pre- purchase expectaHons? What social demographic/market segment are you in and what products are aimed at you by marketers? Do you like watching adverts on the TV / in the cinema / in a magazine? Do you think that you are suscepHble to markeHng? Have you ever bought a must-have item? What would be your upper and lower cut-o prices for.....? Give reasons!

a car / a mobile phone / a pizza / a bo0le of wine / shampoo

9. Make a quesHon to ask the rest of the class about the advert, brands, products or customers.

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For videos, podcasts, competitions to win free English lessons, current affairs articles all to help you improve your English visit our Student Blog every day of the week.