Advertisement & Marketing

Materie:	Appunti
Categoria:	Lingue
Voto:	2 (2)
Download:	95
Data:	06.06.2001
Numero di pagine:	2
Formato di file:	.doc (Microsoft Word)

☺ ADVERTISEMENT: the art of making people buy a product/service

Purpose of advertisement:
1. to promote the sales of their products/service
2. to beat the competitors “sink or swim”
3. to secure new customers
Types of advertising:
1. informative advertising (educates the consumers)
2. competitive advertising (persuade people to buy their products and not from a competitor)
3. prestige advertising (improves or maintains the image of a product)
Phases in advertising campaign:
1. attention (keeping the customers)
2. interest (arousing interest in the product)
3. desire (a want for the product)
4. action (to buy the product)
How do we advertise?
1. TV/radio
2. newspaper/magazines
3. billboards
4. poster
5. direct mail/brochures
6. trade fairs
7. sending samples of their product to potential customers

☺ MARKETING: all the various business activities that take place before launching a product
Market research:
1. research concerning the design of the product
2. research concerning the performances of the product
3. research concerning the quality of the product
Marketing proper: is the commercial selling of products / services
Market test: the product is sold in a small area to measure customers’ reactions
Sales promotion: promoting the product through:
1. advertising
2. visiting or phoning customers
3. sending out letters
4. free samples
5. demonstrations
6. coupons
7. discounts
Marketing mix:
1. product (the right product)
2. price (the price must be competitive)
3. promotional techniques (packaging display must attract the customers eyes)
4. places (effective channels of distribution)
Marketing flops (reasons):
1. too much competition
2. too expensive
3. low quality product
4. electronic/technological change too fast

☺ TARGET: is the category of people to whom I should sell the product