Unit 1 Introduction to Marketing and Advertising

Warm up –

1 Discuss:Which one is the most difficult to do in English?

2 Discusson BILLION-DOLLAR BRANDS

1 Can you name any of these brands?

2 Which are the biggest in Thailand?

1 Company’s Brand Values

Listening skill:

Activities 1.1Listen and make a note of each company’s brand values.

Company / Brand values
Company 1
______ / ______ / ______ / ______
Company 2
______ / ______ / ______ / ______
Company 3
______ / ______ / ______ / ______

Activity1.2Listen again and complete these sentences from the presentations with words from the box.

1. We have three main brand values which we try to ______in all our internal and ______ communication.

2. Our customers ______ us with the highest quality products.

3. Our products are ______seen as the safest on the market.

4. That’s something we can ______through our brand.

5. We have always had a ______for coming up with new products and we try to ______that through our brand.

6. For us, the customer always comes first and we want to constantly

______ both ourselves and our customers of that fact.

7. That’s something we continually ______ in our marketing.

8. Hopefully that is______from our logo and corporate design.

Activity 1.3 Look at the adjectives below and write down a company or product you associate with each one.

Adjectives / Company / product / Adjectives / Company / product
reliable / 1______/ trustworthy / 5______
easy to use / 2______/ innovative / 6______
luxurious / 3______/ unusual / 7______
good value for money / 4______/ user friendly / 8______

2 Expressions with brand

Activity 2.1 Match the terms in the box with their definitions.

______1. What a brand is called.

______2. How much people are aware of a brand.

______3. What a company wants people to think about a brand.

______4. What people actually think about a brand.

______5. What a product doesn’t fit the company’s brand.

______6. The value (either monetary or not) that a brand adds

to a product or service.

______7. When people like a brand and buy it again and again.

______8. When a product or service is associated with a brand.

______9. When an existing brand is used to support a new

range of products.

______10. When a component of a product becomes a brand

in its own right (e.g. Intel in PCs)

3 Job advertisements and job descriptions

Listening skill:

Activity 3.1 Anna works is a medium-sized sporting goods company. Listen and complete the blanks with the names from the dialogue. .

1 ______

2______

3______

4______

5______

6______

Activity 3.2Listen again and complete the sentences from the dialogue.

1. We have separate ______ for sales and marketing.

2. I’m the public relations ______here.

3. I ______directly to Sabrina, who’s the ______of marketing.

4. If you need to talk to somebody about individual ______, then

you should contact.

5. Sylvia is ______ for the image of our various brands.

Reading skill:

Activity 3.3Read following extracts from job advertisements.

Match the titles to the job descriptions.

Activity 3.4 Match jobs and companies involved in marketing and advertising to the descriptions.

_ _ _ _ _ 1. One of the person’s responsibilities is to create logos.

_ _ _ _ _ 2. This company is responsible for creating advertisements.

_ _ _ _ _ 3. This company might conduct a survey to find out more

about your customer.

_ _ _ _ _ 4. This person supervises the design staff.

_ _ _ _ _ 5. This person interacts with the media to communicate

important company information to the public.

_ _ _ _ _ 6. This person writes the text for advertisements.

Writing skill:

Activity 3.5 USEFUL PHRASES

Think about job responsibilities and write an ad for the jobyou would like to have. Here are some phrases to get you started.

Activity 3.6 Now draw an organigram for a company or department. Use the following words and phrases to describe the people they work with.

1______

2______

3______

4______

5______

4 Collocations

Activity 4.1Match words from each column to make collocations from the job ads.

knowledge line mentions relations

responsibility service strategies

1. media / ______
2. customer / ______
3. brand / ______
4. product / ______
5. strong / ______
6. primary / ______
7. public / ______

Activity 4.2 Then match the collocations to the definitions (a-g)

_ _ _ _ _ a. Related series of items sold by a company (e.g. education

software titles offered by a publisher)

_ _ _ _ _ b.The department that deals directly with consumers

_ _ _ _ _ c. Communication with the general public

_ _ _ _ _ d. Items where the company’s name is seen in newspapers,

magazines, and websites

_ _ _ _ _ e. Main task or function

_ _ _ _ _ f. Good understanding

_ _ _ _ _ g. Ways of promoting a brand

5 Assignments

External reading skill:

Assignment 1 Best companies to work for

1 Divide the students in to six groups.

2 Each group collects data from four companies as the details below:

Location / Source / Number of company
International / Magazine - Fortune - “Top 100 companies that people like to work for”
/ 2
Asia/Asian / Website/newspaper/brochure etc.(You are interested to work for.) / 1
Thailand / 1
Total / 4

3 Read and list the main details from those companies:

- Organization chart

- Profiles: brand values, slogan, visions, market strategies, employee member, profit, their product/service, etc.

- Customer groups

4 Do the presentation (Powerpoint) of one file with 8-10 minutes containing:

- Company details

- Vocabulary and expression you found while reading them.

5 Post your file on the teacher created -website: at menu bar- Web board for sharing your work to your friends.-Assignments for teacher checking.

Integrated skills:

Assignment 2Watch the movie – The Internship from the teacher website.

Glossary

advertise

associate

commission

communicate

copywriter

create

customer

emphasize

external

include

innovative

involve

journalist

knowledge

liaise

line

luxurious

market

mentions

obvious

project

promote

provide

relations

reliable

remind

reputation

research

responsibility

service

service

strategy

support

trustworthy

unusual

widely

ad agency

art director

brand awareness

brand equity

brand extension

brand identity

brand image

brand loyally

brand manager

brand name

brand values

branding

branding specialist

commissioning advertising

creating advertisements

derived brand

director of marketing

doing market research

draw up

drawing up a marketing plan

easy to use

good value for money

graphic designerhead of PR

liaising with the sales department

market research firm

marketing assistant

off-brand

PR officer

press releases

product management assistant

product manager

providing support

public relation assistant

public relation officer

speaking to journalists

talking to customers

to answer to

to be in charge of

to be responsible for

to report to

to supervise

trade fair

user friendly

writing press release

******************************

References

Gore, S. (2010). English for Marketing & Advertising.London:Oxford

Fortune. (2011). Top 100 companies that people like to work for.

Retrieved from [September 15, 2013]