Name: Nguyen Thu Trang

MSSV: 2312150260
UNIT 11: ADVERTISING
I. LEAD-IN
- Advertising attract my attention to the products and enable me to discover more information
about the products and their brand stores. I would spend money if the products are in good
quality and appearance as they are advertised
- I see and hear at least 20 advertising messages a day on Youtube and on the television
- I have to see an ad and their brand name at least 3 times to remember it especially with new
brands and products which I don’t need
- Pop-up advertising often include products that I’m not interested in, which interrupts me while
watching videos
II. READING 1
EX 1:
1. B 2. A 3. D 4.C
EX 2:
1. Two funtions of advertising:
- Advertising informs consumers about the existence and benefits of products and services
- Attempts to persuade customers to buy products
2. The role of advertising agencies:
- The agency creates advertisements and develops a media plan specifying which media -
newspapers, magazines, the Internet, radio, television, cinema, posters, mail, etc. - will be used
and in which proportions
3. Three different methods of determining advertising spending are mentioned:
+ spend a fixed percentage of current sales revenue
+ spend as much as their competitors (the comparative-parity method)
+ lots of creative and expensive advertising campaigns, including television commercials that
lots of people see and remember
4. The the disadvantages of traditional advertising:
+ traditional advertising is expensive
+ it doesn't always reach the target customers, and it isn't always welcome if it does reach them
+ many other ads interrupt them when they're trying to do something else, like read a web page,
listen to the radio, or watch a TV programme or a film
5. Ways of using the Internet to advertise are mentioned
+ Setting up blogs or online forums, commenting on other people's blogs and social networking
websites, making podcasts, and putting videos on YouTube
EX 3:
1. advertising agencies 2. Advertising campaigns 3. A brief 4. Target customers 5. Ad
spending 6. Media plan 7. Comparative parity 8. Free samples 9. Word-of-mouth
marketing 10. Viral marketing
III. READING 2
EX 1:
The best headline: Viewers tune out of normal TV advertising; Honda responds
EX 2:
1. Honda need a new publicity stunt with skydivers to tackle the problem of viewers tuning out
of traditional television advertising
2. The Honda advert was unique because it was the first live advertisement in modern times
3. Sky+ and Tivo allows ads to be skipped
4. In the Honda advert, a live skydiving jump in which 19 stuntmen spelt out the carmaker's
brand name
5. In LG’s ‘Scarlet’ campaign, the television manufacturer ran advertisements appearing to trail a
glamorous new television show. which turned out to be a promotion for the design features of its
“hot new series” of screens
6. Honda’s developers spent more than a month pushing the Honda slogan of “difficult is worth
doing” before Thursday night's slot
7. A series of television “teaser” advertisements and a website have been backed up by digital
advertising and press coverage
IV. CASE STUDY 1
Advertising Campaign: Perfume Launch
Key Message:
Evoke the essence of timeless luxury and sophistication with our new upmarket perfume from a
renowned fashion house, endorsed by a famous personality.
Special Features and USPs:
Luxurious Fragrance: Crafted by expert perfumers, the scent captures the epitome of opulence
and refinement.
Fashion House Heritage: Produced by a well-known fashion house, adding a touch of glamour
and prestige.
Celebrity Endorsement: Endorsed by a famous personality, infusing the perfume with charisma
and allure.
Target Audience:
Sophisticated individuals aged 25-40, who appreciate and indulge in luxury. Those with a
discerning taste for exclusive fragrances that complement their elegant lifestyle.
Media Channels:
Magazine Advertisements:
-Full-page spreads in high-end fashion and lifestyle magazines.
-Visually stunning images of the perfume bottle, celebrity endorser, and subtle hints of the
fragrance notes.
-Captivating tagline: "Elegance Unleashed."
Social Media Campaign:
- Teaser posts on Instagram and Facebook building anticipation.
- Behind-the-scenes footage of the celebrity endorsing the perfume.
- Engaging influencers to create buzz and share their experiences.
Influencer Collaborations:
Partnering with fashion and lifestyle influencers for unboxing and review videos.
Influencers sharing personal stories tied to the fragrance.
Promotions at the Start:
Exclusive Launch Event:
-A glamorous event attended by celebrities and influencers.
-Limited edition perfume packages for early buyers.
Online Pre-Orders:
-Offering pre-orders with exclusive gifts for the first 500 customers.
-Creating a sense of urgency and exclusivity.
In-Store Sampling:
-Sampling booths in high-end department stores.
- Expert perfumers offering personalized fragrance consultations.
V. CASE STUDY 2
- Tribes travel:
+ Target customers: Ethically conscious travelers, eco-tourists, and those interested in
responsible travel
+ Importance: Fair Trade Practices, cultural exchanges, environment
+ Ways to improve: Fairtrade Travel Mark, local involvement, small groups of tourists, affliliate
charity
- Ben & Jerry’s ice cream
+ Target customers: Ice cream lovers, environmentally conscious consumers
+ Importance: climate change, ethical sourcing, renewable energy
+ Ways to improve: Fairtrade foundation collaboration, renewable energy investment
VI. VOCABULARY
EX 1:
1.c 2.c 3.a 4.a 5.c 6.c 7.a
EX 2:
1.c 2.a 3.c 4.b 5.a 6.b 7.c 8.c 9.a 10.b
EX 3:
1.b 2.j 3.h 4.c 5.e 6.i 7.d 8.f 9.g 10.a
VII. UNIT REVIEW
1. Factors make an advertisement memorable: originality, humour, USPs, quality
2. Ads that I enjoyed: Tiktok ads, video ads
3. Ads on television: informative, amusing, well made, an annoying interruption to the
programmes
4. Ads that persuade me to buy products: Tiktok ads, poster ads
5. I’ve passed on discussed products in blogs
VIII. SUMMARIZE READING
1. READING 1
- How companies advertise:
+ Use advertising agencies: give the agency a statement of the objectives of the advertising
campaign
+ An agency creates advertisements + develops a media plan specifying which media
- Advertising spending and sales:
+ Spend a fixed percentage of current sales revenue + spend as much as their competitors (the
comparative-parity method) => increase sales
+ lots of creative and expensive advertising campaigns => don’t increase sales
- Drawbacks of advertising
+ traditional advertising is expensive
+ it doesn't always reach the target customers, and it isn't always welcome if it does reach them
+ many other ads interrupt them when they're trying to do something else, like read a web page,
listen to the radio, or watch a TV programme or a film
- Word-of-mouth and viral marketing
+ Word-of-mouth marketing: people telling their friends about good products and services
+ Viral marketing: getting people to spread commercial messages + trying new strategies like
setting up blogs or online forums, commenting on other people's blogs and social networking
websites, making podcasts, and putting videos on YouTube
2. READING 2
- Honda + Channel 4: Tackle the problem of viewers tuning out of traditional television
advertising
- The first live advertisement in modern times, the campaign is the latest attempt by advertisers
and broadcasters to find alternatives to the 30-second spot
- Efforts to create more innovative attempts to keep the viewer’s attention
- Thursday night’s live advertisement, while designed to demonstrate the power of television
advertising