Subject File ADVERTISING

 

Electronic billboards in New York Times Square.

Ex. 1: Topic vocab. Clarify the following words/phrases.

banner ad - audience/target audience - brand - advertising campaign - catchy tune - classified ad - commercial break - handbill/leaflet/flyer - jingle - pun - slogan - target group - billboards - commercial - insert - message - product placement

Ex. 2: „The Ad Quiz“

1. Think of advertising for a particular product or service.
2. Prepare a description without naming the product/service.
3. Use as many words from Ex. 1 as possible.
4. Let your colleagues guess the product or service.

Ex. 3: Theorizing advertising. The AIDA model – How advertising works

-> Complete the table below with the letters and the concepts they stand for. Then match them with the right answer below.

Letter Concept            Question

A ______              How does the commercial get the viewers’ attention?

I ______              How does the commercial hold the viewers’ interest?

D ______              How does the commercial create desire among viewers?

A ______              How does the commercial trigger action/make viewers do sth.?

____________: 

Closing the sale means that the customer now acts with a purchase of the product.

____________: 

Interest is promoted among customers through the provision of information in a memorable and entertaining way. 

____________: 

The consumer is made to pay attention through location, shock factor or personalisation. 

____________: 

The customer is made to want the product by making it irresistible or just relevant. 

Ex. 4: Analyse the following commercials based on the AIDA model.

Destination Croatia

Hovis Bread

Ex. 5: Advertising media. Categorize the different types of advertising media below.

wall paintings, billboards, printed flyers, radio commercials/spots, cinema/TV adverts/commercial/spots, web banners, shopping carts, skywriting, bus stop benches, human billboards, vehicle sides, newspapers/magazines, taxicab doors, subway/tube platforms, shopping cart handles (“grabertising”), posters, classified ads, product placement, in-text ads, infomercials, social media advertising, freebies/giveaways/gifts (promotional merchandise), inserts , web pop ups, text messages on mobile phones, monitors/screens (at airports, railway stations)

1. Which of these media rely on visual, auditory and moving elements, or a blend of them?
2. Highlight the significance of different advertising media for various target groups:

Traditionalists
Baby boomers
Generation X
Millennials
Generation Z

   3. Decide on which advertising media to use when promoting the following products and give         reasons for your choice.

        a) sports gear for extreme sports such as free skiing

        b) a new CD by "Chill Du Jour", a New York-based jazz-hip hop band

Ex. 6: The Advertising Experience. Discuss the following points.

• personalization of advertising: when do you perceive them as helpful/intrusive/manipulative
• reflect on the emotions advertising triggers in you (positive/negative)
• authenticity of advertising; particularly authentic or inauthentic ads
• impact on self-image, especially on social media where ad soften blend with user-generated content of the *perfect life*
• mirror effect of advertising: ads portray contemporary life
• advertising & alternative consumption; ads promoting a consumerist/“throw-away“ society

Advertising Techniques

Celebrity Endorsement

Key Benefits

• Increased Brand Awareness & Visibility: Fast-tracks brand recognition and differentiates products in crowded markets.
• Enhanced Credibility & Trust: Leverages the celebrity's reputation to build consumer trust in the product.
• Emotional Connection & Sales Boost: Creates a personal, emotional link with consumers, leading to higher loyalty and sales.
• Targeted Marketing: Directs messaging toward specific demographics that follow the celebrity.
• Image Transfer: Transfers positive attributes (e.g., skill, attractiveness) from the celebrity to the brand.

Key Downsides & Risks

• High Costs & Investment: Expensive fees make it risky, particularly for smaller firms.
• Scandal & Negative Publicity: A celebrity’s personal scandals or bad behavior can severely damage the brand's reputation.
• The "Vampire Effect" (Overshadowing): The celebrity's fame may overshadow the product, resulting in consumers remembering the person but not the brand.
• Inauthenticity & Consumer Fatigue: If the partnership feels forced or the celebrity endorses too many products, consumers may lose trust.
• Limited Lifespan: The impact may be short-lived, or the celebrity's popularity might fade.

        

Photo Editing