1. Answer the questions.
1.1. What is the aim of promotion?
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Soluzione suggerita: Its aim is to make customers aware of the existence of a certain product and/or brand.
1. Answer the questions.
1.2. What is the difference between promotional strategies and advertising?
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Soluzione suggerita: Promotional strategies are short-term initiatives used to make quick sales; advertising is a longer-term and more complicated activity which also aims at creating or developing a brand’s identity and establishing or strengthening a relationship with that brand.
1. Answer the questions.
1.3. What is the difference between the ATL, BTL and TTL marketing approaches?
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Soluzione suggerita: The ATL marketing approach is aimed at a mass audience, the BTL approach is aimed at specific groups of customers, the TTL approach integrates the two strategies.
1. Answer the questions.
1.4. What is advertising?
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Soluzione suggerita: Advertising is an explicit form of communication which aims at reaching people in order to tell them about a product or a cause and influence them to buy it or take it up.
1. Answer the questions.
1.5. What is the marketing funnel?
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Soluzione suggerita: It is a way to track all the stages of the decision-making process customers go through when making a purchase.
1. Answer the questions.
1.6. Why is it useful for companies to analyse their marketing funnels?
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Soluzione suggerita: Because they can use the data it provides to effectively create, adapt, or change their advertising.
1. Answer the questions.
1.7. What does the acronym AIDA stand for?
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Soluzione suggerita: AIDA stands for attention, interest, desire, and action.
1. Answer the questions.
1.8. What is the aim of the AIDA model?
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Soluzione suggerita: It is to draw attention to a product in order to generate interest in it, arouse desire for it, and spur people to action.
1. Answer the questions.
1.9. What is a touch point and why is it important to analyse what happens at different touch points?
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Soluzione suggerita: A touch point is any direct or indirect contact a customer has with a brand. Knowing how many customers are lost or retained in the purchase process and at what touch point helps businesses make their advertising strategy more effective.
1. Answer the questions.
1.10. What two elements have been added to the AIDA model?
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Soluzione suggerita: The satisfaction of a product for a customer, and the confidence a customer has in a brand.
2. Look up these promotional strategies and write a short definition.
2.1. Coupon
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Soluzione suggerita: Coupon: document or ticket which can be exchanged for something or which grants a discount when purchasing a product.
2. Look up these promotional strategies and write a short definition.
2.2. Sponsorship
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Soluzione suggerita: Sponsorship: financial support for an event from a company in return for advertising.
2. Look up these promotional strategies and write a short definition.
2.3. Contest
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Soluzione suggerita: Contest: competition which allows some people to win something.
2. Look up these promotional strategies and write a short definition.
2.4. Rebate
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Soluzione suggerita: Rebate: discount.
2. Look up these promotional strategies and write a short definition.
2.5. Celebrity endorser
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Soluzione suggerita: Celebrity endorser: a celebrity explicitly praising a product.
2. Look up these promotional strategies and write a short definition.
2.6. Direct mail
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Soluzione suggerita: Direct mail: advertising mail sent to a potential consumer’s address.
2. Look up these promotional strategies and write a short definition.
2.7. Influencer
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Soluzione suggerita: Influencer: popular person on social media who recommends a product.
2. Look up these promotional strategies and write a short definition.
2.8. Free sample
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Soluzione suggerita: Free sample: specimen of a product given for free to potential consumers for them to try it.
2. Look up these promotional strategies and write a short definition.
2.9. Public relations
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Soluzione suggerita: Public relations: practice of disseminating information about a product/brand to the public in order to influence their perception of it.
2. Look up these promotional strategies and write a short definition.
2.10. Product placement
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Soluzione suggerita: Product placement: practice of embedding a product/brand into a film or TV programme.
2. Look up these promotional strategies and write a short definition.
2.11. Merchandising
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Soluzione suggerita: Merchandising: displaying products in a shop so as to attract attention or using a popular brand or event to sell a different product.
2. Look up these promotional strategies and write a short definition.
2.12. Trade show
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Soluzione suggerita: Trade show: exhibition in which a particular industry promotes their products.
2. Look up these promotional strategies and write a short definition.
2.13. Personal selling
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Soluzione suggerita: Personal selling: face-to-face selling technique.
3. Listen to this text about advertising and make a list of its pros and cons.
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Soluzione suggerita: Pros
· Form of education, information for consumers
· Companies increase sales and lower prices
· It helps the economy and creates jobs
· Some radio and TV channels exist thanks to it
· It sponsors events so tickets cost less
Cons
· Products cost more
· It causes competition and small companies have to close
· It causes consumerism and personal debts
· It leads to a throwaway society
· It causes waste and pollution
· It has negative consequences on children’s diet and health
4. The AidA Model explained | A Model for sales and Marketing posted by Sales Training International. Watch this video about the AidA model and match the stages and goals. Then, write a definition for the three steps using your own words. 4.3.
9. Consideration:
10. Conversion:
11. Awareness:
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Soluzione suggerita: 9. The interest in the company’s product or service.
10. Customers compare the product with the competition.
11. Your need will be satisfied by the product.