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    Lectura

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    Lectura

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    3 views12 pages

    Inglés

    Uploaded by

    Jesús
    Lectura

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 12
    A holistic approach to WUETOCla 4 This unit looks at a new approach to marketing. See Discuss these questions. 2. What types of advertising do you like and distke? What itates and amuses you? 2. How do you avoid advertising you don't want, .g. TV ads, pop-ups, spam, etc? > More people today have broadband and DVDs and use mobile phones. How do you think these developments are affecting: + companies’ marketing strategies? ‘the work of advertising agencies? Understanding the main points Read the article on the opposite page and answer these questions, 1 After reading the article, can you summarise what ‘holistic marketing’ Is? Compare your ideas with other students, ‘What two factors have made companies interested in this new approach to marketing? ‘Why isn't traitional TV and intemet advertising as effective as before? ‘Marketers have eacted to this trend in two ways, What are they? ow has a more holst way oflooking at advertising changed the way advertising agencies work? ‘eeing to the writer, many companies wit be slow to move ta holistic marketing. Why Is this? ‘Choose two explanations, 2 Molstc marketing can involve several departments, which makes managing maketing budgets very complex, 5) They see holistic marketing as a fashion that wil pass, Q Theresa lack ofacepted tools fr measuring the effectiveness f new marketing activities, ) Most advertising agencies dont yet have the right skills and expertise. Understanding details Read the article again and answer these questions. 5 _Tewriter gives an example of how consumers are avoiding advertising onthe television, What ist? 2 [he writer gives two examples of altemative places where advertiser can put advertisements, What are they? 7 peter openag ces the writer use to tustrate how advertising agencies can ge customers a better experience? 4 According othe writer, holistic marketing wil make allocating marketing budgets more afc ‘What example does he give to illustrates this point? UNIT’ ++ AHOLISTIC APPROACH TO MARKETING The case for holistic marketing 4 beter customer experience; for ‘example, how staff should answer the telephone when customers ell to ask + for information or meke a complaint, They are also looking for wavs to make the shopping experience more {teresting, and bring new excitement and innovation fo product packaging and store displ Although many marketers sce the ‘advantages of « hoisie approach to their marketing, many may’ be slow to adopt it ‘ecause ‘of practical complications. ‘Money for marketing comes from ‘marketing budgets. But in the new ‘world of holistic marketing the lines between matketing and other business ‘8 activites are luring, Th. addition to marketing, other departments in 8 company also have a role, which makes allocating marketing budgets difficult. “A website, for’ instance, @ could be seen as a form of Internet advertising, but website lao funeton as vital tores.Somones for building site could equally 20 6 a marketing ‘¢ product development department G To make the sition more ‘complicated, companies ate fining it dificule to compare the impact of new Kinds of marketing activity, In holistic marketing, adverisers are no ® longer interested in simply reaching ustomers, but in engaging them me me by Gary Silverman Bast television commercials, while The challenge is hone ance software helps them Hock inter the impact ef matketng, A rr mga. mrtg dpm. 2 popup mverscmens and nvaned yi? matt ‘are paving ‘ments are adopting “holistic marketing” e-mils, 2s attention to their marketing messages, aetnt2ae Liat expresses the growing C Marketers have responded in wo i ‘There are companies working Wi foie oe ae ec sieeae: Sine They ae lodge tix uy mea help wi © erunicae mast aids to plates w put alvrisomens such an ie tay lt am seneral The move in hole aan, * Ah on depts on tun ails or aeeepance ofthe a Se reece re di tel marketing ox mobile phone seers An they» san Pa hes justify any Iellects two developments. Companies are beginning to sce" tay come, ‘change n how they allocate masketing Concetle Tecesiceyteon wit contimer os mattetng baie sayy ome itis ” ocineesidicte ince cee PPaMNI. The en is o engage much mor’ differ ore Mienavevgsotatertegg er > He isomer whereser he casomer ges teh! sa Se, alternative ways of advertising. happens to bs

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