Facoltà di Economia CdL Economia e gestione dei servizi turistici

1. Facoltà di EconomiaCdL Economia e gestione dei servizi turistici Lingua Inglese Image a.a. 2008/2009

2. IMAGE English words or expressionsconnectedwith………….

3. IMAGE Aim at productsto enter a target market designer goodsluxury market mass market to promote promotionpromoterpromotional affectto build up and guard brand image segment of customersimitations Trade mark fashion show labellogo haute couture design perfumes cosmeticsaccessories clothing

4. advertisingn [U] telling people publicly about a product or service in order to persuade them to buy it: [pubblicità] The cost of TV advertising is very high. Collocation advertising campaign - advertise v [T] [pubblicizzare] • advertisementn [C] abbreviation advert, ad a piece of film, a picture or writing used in advertising: [pubblicità] I saw the advertisement in the newspaper yesterday. • brandn [C] a name that a company gives to a product so that people can recognise it easily: [marchio] We built the Veuve Cliquot brand slowly over seven years. Collocations brand name, brand image - branding n [U] [branding (creazione e diffusione dell'identità di un marchio)] • imagen [C] the general opinion that most people have of a person, organisation or product: [immagine] Good advertising helps to promote a company's image. • logon [C] a design or way of writing the name that a company or organisation uses as an official sign on its products and advertising: [logo] Nike uses a tick as its logo. • loss leader n [C] a product that is sold at a loss to encourage people to buy other more profitable products: [loss leader, articolo civetta]

5. Supermarkets sometimes sell bread as a loss leader to bring customers into the store. • luxuryn [C] something that is expensive and not really necessary, but pleasing and enjoyable: [lusso] The store sells luxury goods such as perfume. • promotev [T] to try hard to improve sales of a product by advertising it, reducing its price, etc.: [promuovere] They are promoting her new film heavily. - promotion n [C] [promozione] a special activity intended to sell a product or service • publicityn [U] the attention that a person or company gets from newspapers, television, etc.: [pubblicità] The show received good publicity in the media. • target market n [C] a group of people that a product is aimed at; advertising of the product is designed to make the product appeal to this group: [mercato target] You can't sell a product if you don't know the target market. • valuen [C, U] the amount of money something is worth [valore] - value for money of good quality, considering the price: [ottimo rapporto qualità/prezzo] These jeans are good value for money at only $15.

6. Image is important to companies as it can affect how consumers see the company and the goods they are buying • Whatisyourdefinitionofbrand?

7. The nameof a product The imageof a company in the market The nameusedtorecognize a company in the market The identifyingsymbol/signof a company

8. Definition of “brand” “Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a promise of satisfaction and quality." Walter Landor, guru of the advertising industry

9. Brand management issues. A strong brand is the most valuable asset (property, plus) of successful companies. Brands are assets because, when properly managed, they provide a secure flow of income (revenue, profits) for the business.

10. Branded Goods A high quality branded product is perceived by consumers as being clearly better than competing products. Therefore, it generates consumer preference and loyalty

11. Producer/Product Identification Where markets are larger, complicated and national or global, the identity or image recognised by customers transfers from person to product. No longer accompanied by the producer, the product has to speak for itself.

12. BRAND IDENTITY BRAND IMAGE B. Image: The perceptionofyourproduct or yourbrandby the consumer. B. Identity: Howyouwant the consumer toperceiveyourproduct or yourbrand. Companiestryto bridge the gap between the brandimage and the brandidentity. HOW?? Attractingthe initialattention and recognitionofcustomers, todifferentiate the productfromrivals, and tomakefavourableassociations: “thiscar/aftershave/shirtwillmakeyouattractiveto women”.

13. Any symbol, such as a word, number, picture, design, scent or sound used by manufacturers or merchants to identify their own goods and distinguish them from goods made or sold by others. It is a legal concept. .

14. . A Trade Mark which is registered gives the right to use the® symbol and a much greater degree of certainty. A registered Trade Mark gives the owner monopoly rights to stop others using the Mark (or a similar Mark) in relation to goods/services which are identical or similar to the owner's goods/services.

15. What is the difference between trademarks and brands? A trademark is a legal concept. Brand is the difference between a bottle of soda and a bottle of coke, the personal memories and cultural associations that orbit around a product. A brand is a promise. A brand is a collection of perceptions in the mind of consumers. THE LEGAL TERM FOR BRAND ISTRADEMARK

16. Image(Reading Comprehension) p.35 Fashion’s favourite • top-end • Haute couture • Off-the-peg • Fashion house • Designer label • Clothes made in a factory, not specially for one person • The company’s name on the clothes they have designed • A company that designs, makes and sells fashionable clothes • The most expensive products in a range • Making and selling very expensive clothes, especially for women 1d, 2e, 3a, 4c, 5b

17. Image(Reading Comprehension) p.35 Fashion’s favourite • General: • What is this article about? • What is the point of top-end fashion? • What is the meaning of the expression “the high cost of fashion shows is worth every penny to the industry”? • PARA I: What is the meaning of ‘commercial point’? A loss leader is A. a featured article of merchandise sold at a loss in order to draw customers; B. a drawing card; C. both of them Off-the peg means A. mass-produced clothing; B. ready-to-wear; both of them What is the opposite of ‘hand-made’?

18. PARA II: What is the difference between publicity, advertising and advertisement? What is the meaning of ‘glossy’? ‘The practice of giving expert advice within a particular field’ is … • PARA III: ‘talented’ means A. possessing a natural ability or skill; B. possessing money and good relationships What is the meaning of ‘economic weight’? Can you give a synonym and an antonym of ‘output’? • PARA IV: can you give a synonym and an antonym of ‘domestic market’?

19. Word-formation Vocabulary p. 36 Adjectives in -al, -able: promotional, practical, fashionable, reliable Adverbs in –ly: promotionally, practically, fashionably, reliably Vocabulary 2 – exercises n. 2 and 3

20. Word building Complete the table with the missing words NounAdjective _______________ luxurious Fashion ________________ _______________ industrial Creation ________________ Commerce ________________ Economy ________________ Fame ________________ _______________ talented

21. Brand (compounds) • IMAGE AWARENESS STRETCHING LOYALTY LEADER MANAGER • A person responsible for planning and managing a branded product • b) The ideas which consumers have about a brand • c) The tendency of customers to continue buying a particular product • d) Using a successful brand to launch a product in a new category • e) The knowledge which consumers have of a brand • f) The brand with the largest market share • LUXURY BRAND CLASSIC BRAND • A brand associated with expensive, high quality products • b) A famous brand with a long history

22. MARKETING AND BRANDS What are your favourite brands of the following products? SOFT DRINKS CLOTHES CARS SHAMPOO Why do you prefer these to other similar brands? Now choose one of the products you use and consider the marketing mix for that brand: PRODUCT:What are the product features? PRICE: In comparison with similar products PROMOTION:When and how is it advertised? PLACE: Where can you buy that product?

23. The Marketing Mix The Four Ps Selling the right product at the right price, through the right channels, with the right support and communication, at the right place (promotion & place)

24. Selling: Hard to reach p.75 Keynotes Many manufacturers sell their products through retailers, but they may also sell direct to the consumer by telephone or on the Internet, or they may employ sales representatives. A lot of companies sell products and services business to business, or B2B. Product information is created in the form of flyers or catalogues and some companies send this information to large numbers of potential customers through the post. This method of selling is called directmail. Marketers are always looking for ways to promote their products to new kinds of customers.

25. Marketing methods • Traditional – ‘above the line’ advertising (e.g. TV, radio, press) and ‘below the line’ (e.g. direct mail) • Unconventional – guerrilla marketing: to use imagination to capture attention, while using minimum resources

26. Listening comprehension p.76Promoting the productMethods of selling • Advertising media • Personal selling • Sales promotions • Public relations • Direct marketing • Sponsorship • TV, radio, the press (newspapers and magazines), cinema, the Internet • employing sales representatives • special offers, discounts, competitions, free gifts • creating news (information about the company in the press or on TV) • direct mail, TV and Internet shopping, telephone selling • where a company pays to have its name linked to an event or a person

27. Selling(Reading Comprehension) p.77 Marketing to students • General: • What is this article about? • What is the ‘spending power’? • PARA I: What is a high-earning graduate? What is the meaning of ‘hard to reach’? Can you give a synonym for ‘target’? • PARA II: What is the meaning of ‘market’? What is a strategy? What adjective in the text means ‘moral, pertaining to values and principles’? Pay off meansA. get revenge; B. to pay a debt in full; C. to lay off

28. Selling(Reading Comprehension) p.77 Marketing to students • PARA III: ‘The Guardian newspaper runs careers fairs’ means … • PARA IV: Can you give a synonym and an antonym of successful? What is a sample? What word in the text means ‘incentive, encouragement’? ‘rep’ stands for … • PARA V: ‘Field staff’ is A. people working on the topic; B. people working in a field’; C. employees who work in the targeted market’.

29. Word building p. 78 Suffixes: -ship, -er, -ation, -ist

30. Advertising

31. Advertising

32. GOOD ADVERTISING IS GOOD FOR BUSINESS Consumersconsider advertising as a source ofinformation and entertainment. Advertisers must providecreativeand effectiveads. Consumers believe that advertising is an integral part of everyday culture: not only entertaining and informative, but REAL!!!

33. The English language and Advertising Visual content and design in advertising have a very great impact on the consumer, but it islanguage, and thecombination of language and imagesthat help people toidentifya product andrememberit.

34. The English language and Advertising The use of English in advertising all over the world generally makes apositive impacton the consumer. ENGLISH IS AN ATTENTION GETTER English is still themost frequently used linguistic meansin advertising. French attempt at fighting this primacy and hegemony (1994, Toubon law) It ismore easily understood and rememberedby the world's audience, and its flexibility helps enormously those operating in advertising.

35. The English language and Advertising Always Coca Cola Canon you Can With Vodafone you can Don’t touch my Breil Nokia Connecting People I’m lovin’ it Golden Lady “I’m lost without you!” “PAMPERS BABY DRY” “Speedy Pollo: cercati uno sballo, cuccati di pollo…” The New Fragrance for men OSARE FORTIS getting you there

36. The English language and Advertising CARRERA sunglasses Ermenegildo Zegna Eyewear Emporio Armani Underwear Samsonite Footwear Zurich Because change happenz Bicolor Be Cooler: HONDA The Power of Dreams T-Shoes 24h comfort MICROSOFT: Your potential. Our passion

37. The English language and advertising Use of compounds adjectives: top-quality, economy-size, chocolate-flavoured, feather-light longer-lasting.

38. The English language and advertising Use of high degreeadjectives (hyperboles) : Shining Extra-shining luxurySuper luxury elegantIncredibly elegant smoothFantastically smooth Adjectives are important in advertising for they are used toadd prestigeanddesirabilityand approvalfor the consumer/client.

39. The English language and advertising Comparisons to relate the product toarivalor competitor. In reality, no real comparison is made in advertising. An advertisement for a detergent may say "It gets clothes whiter“…………. butwhiter thanwhat?

40. The English language and advertising Use of the imperative: “Relax the Natural Way” “Win two Nights!” “Get Ready for Summer!” “Cruise here!” “Find out why........”;

41. The English language and advertising Use ofrepetition: advertisements tend to repeat words or ideas. Something repeated frequently iseasily remembered. Most often it is thebrand nameof the product, or some word associated with it.

42. The English language and advertising Slogans:Most advertisements use acatchphrase orsloganwhich becomes associated with the product: 'Nike. Just do it', 'Always Coca-Cola' ‘Froget About Stress’ ‘Beat the WorldCup Blues’

43. AdvertisingWord Partnerships ADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE; PROMOTIONAL CAMPAIGN; TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS; MIX Advertising campaign Marketing mix Public relations Retail outlets Price promotions Promotional techniques

44. ADVERTISING MEDIA METHODS VERBS Radio Jingles Persuade Press Directories Run Television Commercials Launch Word-of-Mouth Sponsorship Publicise Public Transport Billboards/hoardings Sponsor Cinema Free samples Place Mailshots Endorsement Promote Street Furniture Posters (Bus Shelter, Public Toilets) Leaflets

45. Read the definitions and write in the missing consonants to make the word. 1 _ a _ _ e _ i _ _ _ i _: Product, price, promotion and place are this. 2 _ _ a _ _: The name of a product or group of products. 3 a _ _ i _ a _ _io _ _: The hopes and wishes of consumers. 4 _ o _ _ u _ e _ _: The people who buy or use the products. 5 _ o _ o: The symbol of a company found on its products. 6 _ a _ _ e _ e _ _: The people who market the products. 7 a _ _ e _ _ i _ e: To promote the product. 8_ o _ _ e _ i _ o _ _: Other companies selling the same products. 9 _I_ _ _: What sales reps or adverts do when they sell a product.

46. Read the definitions and write in the missing consonants to make the word. 1 MARKETING MIX: Product, price, promotion and place are this. 2 BRAND: The name of a product or group of products. 3 ASPIRATIONS : The hopes and wishes of consumers. 4 CONSUMERS: The people who buy or use the products. 5LOGO: The symbol of a company found on its products. 6MARKETERS: The people who market the products. 7ADVERTISE: To promote the product. 8 COMPETITORS: Other companies selling the same products. 9 PITCH: What sales reps or adverts do when they sell a product.

47. Language 1 Underline the correct modal verb in brackets. 1 The government says companies (have to / should) follow certain rules when advertising. 2 You (mustn’t / don’t have to) say your product does something that it doesn’t. 3 I don’t think you (should / need to) ignore the students market because they are your future customers. 4 You (don’t have to / mustn’t) work late because George said he can if you don’t want to. 5 They cancelled the meeting so we (shouldn’t / don’t need to) go. 6 They (don’t need to / shouldn’t) invest in that company because it isn’t doing well at the moment. 1 have to / 2 mustn’t / 3 should / 4 don’t have to / 5 don’t need to / 6 shouldn’t

48. Vocabulary 2 Write in the missing letters in the words below. They are all words about money. 7 If you buy today, we’ll give you a ten per cent _i_ _ou_ _. 8 My bank gave me a personal _oa_ today. 9 I think it’s important we help Africa with its _e_ _ to other countries. 10 He wants an extra ten thousand a year and he already has a _a_a_ _ of over a hundred thousand a year! 11 How much do you ea_ _ a month? 12 The type of customer we want has enormous _ _e_ _i_ _ power. 13 My house is _o_ _ _ about two hundred thousand pounds. 7 discount / 8 loan / 9 debt / 10 salary / 11 earn / 12 spending / 13 worth

49. 3 Combine words from A and B to complete the description below. A public / personal / direct / advertising B media / marketing / selling / relations  ‘There are various methods of selling starting with the most expensive like TV commercials, radio adverts and other (14) ____________ ______________. A cheaper way to sell is through (15) ______________ ____________ such as direct mail when you send out leaflets to people’s houses. Face-to-face contact with the customer is obviously important. For example, (16) ______________ ______________ with sales representatives can be very effective and it’s easy to measure. It’s more difficult to see if (17) ____________ ____________ is effective. This is because it’s about creating good contacts rather than selling directly.’ 14 advertising media / 15 direct marketing / 16 personal selling / 17 public relations

50. 4 Write in the ends of the words in these sentences. 18 Consump______ of coffee has increased every year since 1950. 19 Clever market_________ made designer coffee very popular. 20 Market analys________ are warning that the economy doesn’t look good. 21 Did we get the results from the market research agen______ ? 22 Cigarette companies often spons_____ sports events. Career skills 5 Write in these phrases to complete the discussion. That’s a good / I like / How about / Brilliant / I’m not sure / we could / why not / What about inviting A: We need to decide how to increase sales this month. Any ideas?