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 MARKET LEADER Premier Website Lessons 14 September 2009

I N T E R M E D I ATE PRE - I N T E R M E D I ATE

UNIT 2 Brands UNIT 13 Success UNIT 7 Marketing

Starting up - Discussion
What are the different ways that famous football clubs such as Liverpool and Manchester United earn
money?

Pre-reading
To help you with the vocabulary in the article, match the words and expressions 1-9 from the article with
the definitions and explanations a-i.

1 clinches
2 sponsor
3 sponsorship
4 logo
5 fan base
6 rivals
7 deal
8 core
9 catalyst

a a commercial agreement
b a design that is the official sign of a company or organisation
c a company that pays money to a sports club in return for the chance to advertise its
name or products in connection with the club
d something that results in important changes
e competitors
f when a company pays money to support a sports club in return for advertising
g main, central
h finally succeeds in getting something after trying very hard
i places where the club’s supporters come from – a city, region, country, etc.

Reading
Now read the article and answer the questions that follow.

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 MARKET LEADER Premier Website Lessons 14 September 2009

I N T E R M E D I ATE PRE - I N T E R M E D I ATE

UNIT 2 Brands UNIT 13 Success UNIT 7 Marketing

Liverpool clinches StanChart deal

FT Correspondent
Liverpool Football Club
announced on Monday that
Standard Chartered had agreed to
become its shirt sponsor in “the
largest commercial agreement” in
the Premier League team’s history.
Starting July 2010 for four
seasons, the bank’s name and logo
will appear on the Liverpool shirt.
The deal came after Carlsberg
declined to extend its deal with
Liverpool. The Carlsberg
sponsorship, worth £7.5m ($12.4m)
per year, concludes at the end of
this season.
While the value of the StanChart
sponsorship was not revealed, the
announcement appeared to confirm
that top teams with a global fan
base are less affected by a decline in
sports sponsorship money. Many of
Liverpool’s rivals have been forced
to settle for smaller deals as a result
of the recession and corporate
failure of several sponsors.
This year, Aon replaced AIG as
the sponsor of Manchester United,
currently second place in the
Premier League table, in a deal
believed to be worth £25m a year.
The AIG sponsorship was £19m a
year.
StanChart said the sponsorship
would increase its brand awareness
across core markets in Asia, Africa
and the Middle East thanks to
Liverpool’s global following. The
club, currently fifth place in the
League, is very popular in Asia and
held a successful tour of Singapore
and Thailand this year.
“This sponsorship will drive a
step change in brand recognition in
our key markets and will provide an
additional catalyst for our business
growth,” said Peter Sands, the
bank’s chief executive.
From the Financial Times

Reading Comprehension 1
Based on the information in the article, find answers to these questions.
1 What kind of business is Standard Chartered in?
2 In which part of the world does Standard Chartered do most of its business?
3 What is special about the deal for Liverpool?
4 When will Standard Chartered’s sponsorship of Liverpool begin and how long will it last?
5 How much is the deal worth?
6 Which company currently sponsors Liverpool?
7 How much is Liverpool’s current sponsorship deal worth?
8 How are Liverpool’s and Manchester United’s sponsorship deals different from most other clubs in
the Premier League?
9 What benefits does Standard Chartered expect to get from the deal?
10 Which countries in Asia has Liverpool played in recently?

www.market–leader.net © Pearson Education Limited 2009 Photocopiable

 MARKET LEADER Premier Website Lessons 14 September 2009

I N T E R M E D I ATE PRE - I N T E R M E D I ATE

UNIT 2 Brands UNIT 13 Success UNIT 7 Marketing

Reading Comprehension 2
What is the best explanation, a or b, for these extracts from the article?
1 Carlsberg declined to extend its deal with Liverpool
a Carlsberg cancelled its sponsorship deal with Liverpool before the end of the
contract
b Carlsberg have decided not to continue sponsoring Liverpool when their current
contract ends
2 Many of Liverpool’s rivals have been forced to settle for smaller deals
a Other clubs in the league have not been as successful as Liverpool in the amount
of sponsorship they have got
b Other clubs are smaller than Liverpool so have attracted lower amounts of
sponsorship money
3 This sponsorship will drive a step change in brand recognition in our key markets
a It will change the way Standard Chartered are viewed in their main markets
b It will really increase their brand awareness

Vocabulary
1 There are eight noun-noun word partnerships in the article. One is ‘fan base’. Can
you find the others?

2 Match the other seven word partnerships to the definitions

a the degree to which people recognise the name of a company and connect it with
the product or service the company provides
b when companies give money to a sports club to promote their own name
c a significant increase
d a sports group that plays football
e the same definition as A
f increase in business activities
g the company that pays money to a sports club for the players to have the
company’s name on their shirts

Activity
Many people are critical of the huge amounts of money earned and spent by the most famous European
football teams, especially in the UK and Spain. Players’ salaries in particular, as well as transfer fees,
are considered to be far too high. Only the very richest clubs can afford to compete in the transfer
market, which means there is less and less real competition. The same big clubs win the major
competitions year after year. Do you agree with this opinion? If you do, what can be done to change the
situation?

www.market–leader.net © Pearson Education Limited 2009 Photocopiable

Task 4 colloquium

Advertising campaign
Sts create two different commercials using two media and two different methods

❖ Edible product: TV commercial

❖ Non edible product: Sts choose (flyer, banner, mag ad, radio ,etc)

They must use the ad strategies seen (at least four in each add)
(see file in classroom called “Persuasive techniques)

Guide:

1. What is the product or service being sold? Can you easily figure out what
the product is?

2. What is the general mood or feeling of the commercial? what methods

are the advertisers using to make us interested? How do they portray the
product or service in a positive light?

3. How does the soundtrack play a role in your interpretation of the

commercial? Is the music cheery, dreary, suspenseful, whimsical, fun, or
exciting? Is there a voice-over of someone telling us something? What is the
voice over trying to tell us? Does the person speaking coincide with the overall
mood of the commercial? Would our perception of the voice change if the voice
was of a different gender or race?

4. How do the actors playing the characters affect your interpretation of

the commercial?Would your interpretation change if the characters were of a
different race or gender?

5. How does the commercial try to get your attention? Does it use flashy
graphics with fast music? Does it alter the way we see the world, either through
special effects or the story line?

6. Who is this commercial aimed towards? How do you know? Would it have
been as effective if it was just black and white text on the screen? Why or why
not?
What is the slogan? Is it relevant to the product?

7. What different techniques were used to advertise this product?

Account for your answer.
-----------------------------------------------

Coloquio

Modelo presentacion:
https://docs.google.com/presentation/d/1nBy15KMWwmY1g71j
9tackoMaGvnOduX_75L6PKt3wBI/edit?usp=sharing

Final assignment for the colloquium

Task 1:
Organization /Product development.
Describe the products chosen. Why did you choose them? What are the
ingredients/materials needed to make them?

Task 2:
Market research.
What different types of market research are there? Define them. Which one did you carry
out? Did the results influence your product? How?

Task 3:
Branding
What is a brand? Why is it so important? What is your product brand? Write about the
brand image, essence, target, equity, mention the logo, its importance, and slogan.

Task 4:
Advertising
What is advertising? What different advertising techniques were used in each ad?? What
different media and methods are used in your campaign?
Activity 1:
Research or not?
On the topic about the importance of marketing research, some people argue that “Common
sense of an experienced businessman is as good as, if not better than, findings from
marketing research.”

Task: Discuss why you ‘agree’ or ‘disagree’ with the statement and state your reasons
below.

AGREE DISAGREE

Activity 2: Marketing Research Process

Task: Arrange the steps of a typical marketing research process below. Write down the
alphabetical letter in the left column.

1. ___ A. Prepare research report

2. ___ B. Design research instruments and techniques
3. ___ C. Decide the contact methods, places and times
4. ___ D.Execute the research programme
5. ___ E. Decide on the sample plan
6. ___ F. Analyse the data collected
7. ___ G. Collect data
8. ___ H.Select the research approach
9. ___ I. Define the problem

Activity 3: Marketing Research Objectives

Task: From the following list identify the major objectives of marketing
research. Put a √ in the checkbox to make your choice.
1. to understand why customers buy or not buy a product
2. to design the production flow of a factory
3. to see if customers will accept a price increase
4. to decide the staff training schedule
5. to recruit customer service people
 6. reveal how competitors react to our advertising campaigns
7. to evaluate the design of product packaging
8. to see if customers like the new brand name
9. to determine if a new store should be set up in TST or not
10. to study whether the secondary school students are interested in
buying a new game
11. to see if the cost of production can be reduced or not
12. to monitor the number of visitors going into your website

Activity 4: Case Study Read the following case carefully and complete the
task on the next page.
Task: As the new Assistant Marketing Manager, you are now asked to
suggest 2 marketing research objectives for the “Fah Heung Yoew” case.

1. _________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

2. _________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
______
Unit 2- BRANDING
Unit 2- BRANDING
 Market Research TP
Watch the prezi presentation in classroom and answer the following questions.
https://prezi.com/i/tfen76r4-nfp/market-research/
Remember:
● Full answers
● Font: arial 12
● Text alignment
● Include the cover
● Numbered pages
● Question - answer format, as explained in class
● Upload the tp in classroom today
● This is a pair TP, only two students

Questions:

1. Write a one-paragraph definition of “market research”. Don’t copy from the

presentation, use your own words.
2. Why should companies carry out market research?
3. What are the main differences between a) first and secondary research
b) qualitative and quantitative research

4. What are the methods used in primary research?

5. What are the advantages and disadvantages of primary research?
6. What are the advantages and disadvantages of secondary research?
7. What type of research is more convenient for your entrepreneurship project?
Account for your answer.
8. How can the results of the research be presented?
9. Theory of knowledge (Slide 15)
What problem did Coca Cola face in the 80’s? Why did this happen? What
difficulties would Coca cola have faced if they had really known what their
consumers felt about their products?
10. On slide 16 you can find two samples of street questionnaires. Analyze the
two samples. What type of questions does it ask? Why do you think?
11. Design your own research for the products you are going to sell. It must have
at least 6 questions using the different types observed in the sample
questionnaire.
Persuasive Techniques in Advertising 1.

The persuasive strategies used by advertisers who want you to buy their product can be divided
into three categories: pathos, logos, and ethos.

Pathos:  /ˈpeɪθɒs/ an appeal to emotion. An advertisement using pathos will attempt to evoke
an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an
image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use
negative emotions such as pain: a person having back problems after buying the “wrong” mattress.
Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to
send money.

Logos: /ˈləʊɡəʊ/ an appeal to logic or reason. An advertisement using logos will give you the
evidence and statistics you need to fully understand what the product does. The logos of an
advertisement will be the "straight facts" about the product: One glass of Florida orange juice
contains 75% of your daily Vitamin C needs.

Ethos: /ˈiːθɒs/ an appeal to credibility or character. An advertisement using ethos will try to
convince you that the company is more reliable, honest, and credible; therefore, you should buy its
product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree
that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a
celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to
switch to T-Mobile.

Practice labeling pathos, logos, and ethos by placing a P, L, or E in the blank

____ A child is shown covered in bug bites after using an inferior bug spray.

_____ Tiger Woods endorses Nike.

_____ Sprite Zero is 100% sugar-free.

_____ A 32-oz. bottle of Tide holds enough to wash 32 loads.

_____ A commercial shows an image of a happy couple riding in a Corvette.

_____ Cardiologists recommend Ecotrin more than any other brand of aspirin.

_____ Advil Liqui-Gels provide up to 8 hours of continuous pain relief.

_____ Miley Cyrus appears in Oreo advertisements.

_____ People who need more energy drink Red Bull Energy Drink.

_____ A magazine ad shows people smiling while smoking cigarettes.

Persuasive Techniques in Advertising 2
The following are some more specific strategies that advertisers use. Often, they overlap with the
rhetorical strategies above.

Avante Garde The suggestion that using this product puts the user ahead of the times. A toy
manufacturer encourages kids to be the first on their block to have a new toy.

Weasel Words “Weasel words” are used to suggest a positive meaning without actually really
making any guarantee. A scientist says that a diet product might help you to lose weight the way it
helped him to lose weight. A dish soap leaves dishes virtually spotless.

Magic Ingredients The suggestion that some almost miraculous discovery makes the product
exceptionally effective. A pharmaceutical manufacturer describes a special coating that makes
their pain reliever less irritating to the stomach than a competitor’s.

Patriotism The suggestion that purchasing this product shows your love of your country. A
company brags about its product being made in America.

Transfer Positive words, images, and ideas are used to suggest that the product being sold is also
positive. A textile manufacturer wanting people to wear their product to stay cool during the
summer shows people wearing fashions made from their cloth at a sunny seaside setting where
there is a cool breeze.

Plain Folks The suggestion that the product is a practical product of good value for ordinary
people. A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying
their product.

Snob Appeal :The suggestion that the use of the product makes the customer part of an elite
group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed in
formal gowns and tuxedos drinking their brand at an art gallery.

Bribery Bribery offers you something “extra.” Buy a burger; get free fries.

Bandwagon: The suggestion that you should join the crowd or be on the winning side by using a
product—you don’t want to be the only person without it!

Watch the following video with some examples

https://www.youtube.com/watch?v=NdLsQcYyAcc
NAME:.......................................................
4TH B - READING COMPREHENSION CLASSWORK
STORE BRANDS .
Before you read
Do you buy store brands (ones owned by the chain store selling
them) when food shopping? Why? I Why not?

Read this article from the Financial Times and answer the questions.

1 Look through the whole article to find the following information about Joel Saveuse

a) His nationality
b) His age
c) His job
d) The organisation that he worked for before
2 What two phrases are used in paragraph 2 for a brand owned by the store selling it?

3 Use information from the first three paragraphs to complete the table. If the information is not given, write not
given.
NAME:.......................................................

REAL TESCO (uk) CARREFO

UR

Percentage of own-brand
food products now

Company's objective for

percentage of its own-brand
food products in its shops in
2-3 years from now

Typical price of a store-brand

product as a percentage of
the price of a name brand for
the same type of product

Match the words to make expressions from paragraphs 4 and 5.

1 banking a) downturn
2 economic b) habits
3 perfect c) timing
4 shopping d) discounters
5 economic e) crisis
6 powerful f) woes

1: ............ 2: ............ 3: ............ 4: ............ 5: ............ 6: ............

Match the expressions in Exercise 4 to their meanings.

i) retail organisations that sell cheap products and have a lot of influence on the market ............
ii) where, when, how, etc. people usually buy things ............
iii) when financial institutions were in extreme difficulty ............
iv) when the time to do something is just right ............
v) when sales, profits, etc. go down ............
vi) when the economy is in difficulties ............

6 Why have own brands not been as important in Germany as elsewhere? (paragraph 5)
________________________________________________________________________________________
________________________________________________________________________________________
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NAME:.......................................................
KEY
NAME:.......................................................