Unit 1

Marketing and Advertising

Starter

I.-Answer in English

a.-What is the function of the sales and marketing Department?

b.-What is Marketing? What are the professionals involved in this department?

c.-Would you like to work in this Department? Why yes or why not?

Read :

Advertising on TV or radio

If a company wishes to advertise on TV or radio, the first step is usually to contact an advertising
agency, who will produce the ad. They will come up with a communication strategy: this includes
advertising copy for an advert (the text), and perhaps a catchy jungle (memorable music for your
ad) or a memorable slogan (for example, Gillette´s The best a man can get.
Companies can choose from different advertising formats:
 An advertisement that is broadcast on TV or radio is called a commercial or an ad. This
traditional format is shown in the commercial break between programmes.
 An ident is a short film with the bread name and logo shown before a programme.
 A sponsored programme or AFP (advertiser-funded programme) is financed by the
sponsor or brand
 A sponsored programme or AFP (advertiser-funded programme) is financed by the
sponsor or brand
 Interactive ads are becoming more popular on digital television; in addition to using the
remote control to change channels, viewers can press a button and respond to an ad.

Activities
Look at the following marketing and advertising activities and then answer

 Doing market research

 Drawing up a marketing plan
 Commissioning advertising
 Talking to customers
 Speaking to journalists
 Creating advertisements
 Liaising with the sales department
 Presenting at a trade fair
 1. Are these activities done in Chilean big companies?
2. Which of these activities are outsourced?
3. Which are most important in your profession?

2. These jobs and companies are involved in marketing and advertising. Match them to the
descriptions in English.

art director - ad agency - copywriter -graphic designer -PR officer - market research firm

1. One of this person´s responsibilities is to create logos ______________

2. This company is responsible for creating ads ____________________

3. This person supervises the design staff _______________________

4. This person writes the text for advertisements _________________

5. This company might conduct a survey to find out more about customers _______________

6. This person interacts with the media to communicate important company information to the
public________________

3.- Write these people´s responsibilities in the marketing and advertising activities.

Brand manager:

Head of PR:

Director of marketing:

Marketing assistant:
Susan Works in a medium-sized sporting goods company and she is telling a new business partner
who´s who in the department. Explain the organigram. Silvia, Anna, Victor, Tomas, Luis and
Matias.

Víctor
Director of
Marketing

Silvia Anna Tomas

Branding Public Relations Product
specialist Officer Manager

Luis Matias
Public relations Product
assistant management
assistant

Look at the adjective and write down a company or product you associate with each one

Reliable:________________ Trustworthy______________

Easy to use _____________ Innovative_______________

Luxurious______________ Unusual ________________

Good valued for money_______ User friendly_____________