marketing/advertising chocolate
DESCRIPTION
an introduction to advertising and marketingTRANSCRIPT
![Page 1: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/1.jpg)
Introduction to Introduction to advertisingadvertising
Introduction to Introduction to advertisingadvertising
![Page 2: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/2.jpg)
Learning objective• To gain an understanding of the
terms ‘marketing’ and ‘target audience’.
![Page 3: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/3.jpg)
Pre-starter• Re-write the following advertisement
by changing all the boring adjectives for more interesting ones.
• Remember, the more interesting we can make products sound then the more chance we would have of selling them.
![Page 4: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/4.jpg)
Pre-starterTo celebrate this holiday season you
need to buy one of our great pre-lit Christmas trees.
Watch as the lights shine and listen to the nice carols they play. They will make your home look good this Winter. Buy our pretty trees today!
![Page 5: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/5.jpg)
Starter• What do we mean by the term
‘audience’?
![Page 6: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/6.jpg)
Audience• The term ‘audience’ can mean the
people who are watching/ reading a film or piece of writing.
• In advertising the term ‘target audience’ is used by advertisers to refer to the people who they are trying to encourage to buy their products.
![Page 7: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/7.jpg)
Target audience activity
• Look at the following pictures of famous adverts and state who you think the advert is aimed at and why.
• You could mention age, gender (male or female), money, lifestyle, and interests.
• We will do the first example together.
![Page 8: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/8.jpg)
Advertisement 1
![Page 9: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/9.jpg)
Advertisement 2
![Page 10: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/10.jpg)
Advertisement 3
![Page 11: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/11.jpg)
Advertisement 4
![Page 12: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/12.jpg)
Advertisement 5
![Page 13: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/13.jpg)
Advertisement 6
![Page 14: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/14.jpg)
Task• Over the next few lessons you will
be marketing a brand new chocolate bar of your own invention.
• Before we start this we need to look at what the term marketing means in more detail.
![Page 15: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/15.jpg)
Marketing• Copy this .• Marketing means:• Investigating who buys, when they
buy, where they buy, how often they buy and how much they spend.
• Finding the best way to sell the item to make the most money.
![Page 16: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/16.jpg)
Marketing chocolate• Every chocolate bar has an ideal
target market (buyers) and this is broken down into:
• Age• Gender (male or female)
money/economics/lifestyle• Values/interests
![Page 17: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/17.jpg)
Target markets• If a chocolate bar is aimed at different
people to you it’s unlikely you’ll buy it for yourself.
• Companies choose their target market and focus on persuading them to buy their product.
• They do this through using various marketing strategies.
![Page 18: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/18.jpg)
Marketing strategies• Re-launch a
product and aim at a new target audience. For example, Yorkie bars.
![Page 19: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/19.jpg)
Marketing strategies• Find new versions of the same
product. For example Mars ice-cream bars.
![Page 20: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/20.jpg)
Marketing strategies• They will reduce the price or make
the product bigger.• Bring out seasonal versions
(Christmas, Easter etc)• Run special promotions
(competitions, money off etc)
![Page 21: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/21.jpg)
Task• You are now going to work in pairs
to answer questions on a particular chocolate product.
• Discuss the questions with your partner. Answer in full sentences in your exercise book.
• Do not write on the sheet.
![Page 22: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/22.jpg)
Cadbury’s Dairy Milk
![Page 23: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/23.jpg)
Cadbury’s Flake bar
![Page 24: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/24.jpg)
Milky bar
![Page 25: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/25.jpg)
Malteasers
![Page 26: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/26.jpg)
Task• You are now going to begin to
create your own chocolate bar.• Your target market is:• Boys and girls aged 8-16• Reasonably cheap (under 40p.)
![Page 27: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/27.jpg)
Task• Invent a new chocolate bar.• Describe what your product would
be like:• Is it a bar, a drink, an egg etc?• What ingredients are in it?• What size is it?• How much is it?
![Page 28: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/28.jpg)
Design a wrapper for your product
• Your wrapper is also a persuasive tool.
• Think carefully about colours, fonts, wording, material, and information.
![Page 29: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/29.jpg)
Explain how you would market your new bar
• Focus on your target audience and try to appeal to them
• How could you convince your target audience to buy your product? (promotions seasonal versions etc)
• How would you advertise the product and why?
![Page 30: marketing/advertising chocolate](https://reader034.vdocuments.mx/reader034/viewer/2022050700/546f2e81af79597b298b59fe/html5/thumbnails/30.jpg)
Design an advertising poster to launch your
product• Think carefully about the colours,
fonts, images and words you choose
• Decide which magazines you’d place the advert in.
• Where would you put a billboard poster?