Interaction (8–10 minutes): After your talk, most of the students are moving on to other booths. One of them, however, has a few more questions for you. She has a part-time job at a manufacturing company where she is in charge of marketing, and she would like your advice on effective advertising and marketing strategies. In your conversation with this student, you ■■ explain what makes an ad effective (see attachment) ■■ contrast marketing and advertising ■■ give advice on what interesting new developments in this field she should pay particular attention to. Attachment Quotes on marketing & advertising http://stateoftheartsolutions.com/10-excellent-examples-of-visual-advertising 4 Bonjour LePain Eliminating the noise and clutter from this picture makes more of an impact than cramming as much text and images into your advert as possible. This bakery suggests that their baguettes are as familiar and homely as a pair of slippers in this simple but effective ad. 5.15 “You can’t sell anything if you can’t tell anything.” Beth Comstock, American business executive “Advertising is only evil when it advertises evil things.” David Ogilvy (1911–1999), British advertising tycoon “Facts are irrelevant. What matters is what the consumer believes.” Seth Godin, American author and entrepreneur “If dogs don’t like your dog food, the p ackaging doesn’t matter.” Stephen Denny, American author and s peaker PLEASE NOTE Like in the exercise above (1 5.9), try to use as many of the phrases to emphasise important points (1 5.8) as possible. To describe the ad in the attachment, use the phrases to describe pictures above (1 5.13). Bonjour LePain 54 Key aspects Strategies Sample task 5 Marketing & advertising Nur zu Prüfzwecken – Eigentum des Verlags öbv
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