Marketing and Advertising

Marketing is the term given to all the different activities intended to make and attract a profitable demand for a product. On the one hand, it is made up of transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and market research.

People mostly talk about the marketing mix or “The four P’s” that consists of:

§ choosing the right product (=what a company produces/makes or offers);

§ selling it at the right price (=what it costs to the buyer/consumer);

§ using the right kind of promotion (=the ways to make the product popular and well-known; this includes advertising);

§ making it available in the right place (=where you sell the product and how it reaches the consumer; also known as distribution).

Marketing people’s job is to match these things to the needs of consumers (the people who buy and use products). People who buy the products of a particular company are the company’s customers/ clients.

The ability to recognize early trends is very important. Market research helps the producer to predict what the people will want. And through the advertising he attempts to influence the customer to buy.

Advertising is limited to paid, non-personal form of communication through various media by organizations and individuals who are in some way identified in the advertising message. Word-of-mouth is not a form of advertising because it does not go through a medium, it is not paid for.

Personal selling is face-to-face communication and does not go through a medium; thus it is not advertising. Note also that advertising may be used by anyone including non-profit organizations. Furthermore, advertising is different from propaganda in that the promoter is identified.

People have the false impression that advertising is not very informative. But the number one medium, newspapers, is full of information about products, prices, features, and more. Direct mail is also informative and tremendous shopping aid for consumers.

The public benefits greatly from advertising expenditures. First, we learn about new products, new features, sale items, and more. But we also benefit from free radio and TV and subsidized newspapers and magazines. In short, advertising not only informs us about products but forces us to watch TV and buy magazines or newspapers.

Product advertising is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaigns is usually the job of a positive publicity.

Corporate advertising is not directly concerned with increasing sales of a particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) experts specialize in organizing activities and events which generate positive publicity for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign.

Different kinds of advertising are used by various organizations. Some major classes include:

Retail advertising – advertising to customers by various retail stores such as supermarkets, shoe stores, etc.

Trade advertising – advertising to wholesalers and retailers by manufacturers to encourage them to carry their products.

Industrial advertising – advertising from manufacturers to other manufacturers. A firm motors to automobiles companies would use industrial advertising.

Institutional advertising – designed to create an attractive image for an organization.

3. Answer the following questions:

1. How can you define the term marketing?

2. What does marketing mix consist of?

3. What is advertising?

4. Is word-of-mouth a form of advertising?

5. What is personal selling?

6. How can advertising be used?

7. Does public benefit from advertising?

8. Why do organizations use advertising?

9. What major classes of advertising do you know?

10. Can you express your attitude towards advertising?

4. Give Ukrainian equivalents of the following:

profitable demand, furthermore, product planning, traffic, feature, to reach the consumer, to match, to predict, to influence the customer to buy, through various media, face-to-face communication, false impression, direct mail, tremendous shopping aid, word-of-mouth, industrial advertising, public relation, positive publicity, advertising agency, to target, to attempt, in short.

5. Give English equivalents of the following:

з одного боку, маркетингова операція, величезні витрати, рекламне повідомлення, здатність розпізнавати, безприбуткова організація, журнали та газети, інформативний, прямий продаж, позитивна гласність, хибне враження, заохочувати, пільговий, ціноутворення, корпоративна реклама, образ торгової марки, передбачати, рекламна кампанія, громадські відносини, бути безпосередньо пов’язаним з, роздрібна реклама.

6. Match and learn the synonyms:

A: purpose, furthermore, client, to stimulate, to affect, message, to advertise, benefit, to predict, traffic, well-known;

B: besides, customer, to foresee, aim, profit, to influence, transportation, popular, to promote, note, to encourage.

7. Match and learn the opposites:

A: non-profit, usual, right, to create, wide, to spend, to increase, attractive, expenditures, direct, to recognize;

B: to decrease, unattractive, false, to earn, earnings, to forget, indirect, to destroy, profitable, unusual, narrow.

8. Complete the sentences using the proper words from the list below:

non-personal form, advertise, organizations, expenditures, audience, profitable demand, attractive image, face-to-face

1. Personal selling is … … communication and does not go through a medium; thus it is not advertising. 2. A company can … in a variety of ways, depending on how much it wishes to spend and the size and type of … it wishes to target. 3. The public benefits greatly from advertising... 4. Marketing is the term given to all the different activities intended to make and attract a … … for a product. 5. Different kinds of advertising are used by various … to reach different public. 6. Institutional advertising is designed to create an … … for an organization. 7. Advertising is limited to paid … … of communication through various media.

9. Put questions to the words in the italics:

1. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and market research. 2. Market research helps the producer to predict what the people will want. 3. Word-of-mouth is not a form of advertising because it does not go through a medium. 4. The design and organization of advertising campaigns is usually the job of an advertising agency. 5. Trade advertising is advertising to wholesalers and retailers by manufacturers to encourage them to carry their products. 6. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign. 7. Institutional advertising is designed to create an attractive image for organizations.

10. Find words or expressions in the text which mean the following:

1. is advertising to customers by various retail stores such as supermarkets and shoe stores.

2. is face-to-face communication.

3. is advertising from manufacturers to other manufacturers. A firm selling motors to automobile companies would use industrial advertising.

4.is advertising to wholesalers and retailers by manufacturers to encourage them to carry their products.

5. is an advertising connected with the brand image, or picture, a company wants to present to the public.

6. is something that company produces, makes, or offers.

7. is something where you sell the product and how it reaches the consumer.