MARKETING AND ADVERTISING Activity (FOCUS ON SCHOOL SPORT Getting a taste for the real thing Kellogg's snap, crackle and pop deal Junk food provides rich diet Radio 1 seeks new image to halt decline Stereotyping's gum in the works A lot of bottle but no class Features: Switched on, with plenty of plugs CONSUMER NEWS: Not the real thing but just as good) 1 Explain the following terms, illustrating your answers with examples from the articles: a) advertising b) sponsorship c) marketing d) public relations e) packaging. 2 How are all the terms in question 1 connected? Activity (Junk food provides rich diet Radio 1 seeks new image to halt decline Stereotyping's gum in the works) 1 a) What are the main aims of advertising? b) Why did Walkers Crisps choose Gary Lineker to advertise its products? c) Explain how successful you think he has been. 2 a) Why did advertisers find that promoting South Korean goods was difficult? b) How did the chewing gum advertisers get round the problem? c) Explain in detail how the manufacturers will know if the campaign has been successful. Activity (FOCUS ON SCHOOL SPORT Getting a taste for the real thing Kellogg's snap, crackle and pop deal Junk food provides rich diet Radio 1 seeks new image to halt decline) 1 a) Why do major businesses sponsor events? b) Why did Kellogg's choose to sponsor 'Take That'? c) How did 'Take That' benefit from Kellogg's sponsorship? d) Do you think this sort of sponsorship affects the sales of the relevant products? Explain your answer. 2 Both McDonalds and Coca Cola have spent money on publicity in the world of football. a) Why did they chose football as a vehicle for their publicity? b) What do you think were the advantages of each company's approach? 3 a) What is the purpose of public relations? b) How does public relations differ from sponsorship? c) Why did Radio 1 employ a PR firm? Activity (A lot of bottle but no class Features: Switched on, with plenty of plugs) 1 The articles describe two unusual methods of advertising. a) What do the two have in common? b) What advantages does each have over television advertising? 2 In a group, discuss these two publicity devices and decide which one you feel is the more effective. (You will need to estimate the cost of each, and the time for which it will be on display.) Activity (CONSUMER NEWS: Not the real thing but just as good) 1 a) What part does packaging play in promoting a product? b) Why did Coca Cola object to Sainsbury's Classic Cola? 2 The article suggests that cola is losing popularity. a) How could manufacturers find out whether this is true? b) If it turned out to be true, what could they do about it? 3 Why is Coca Cola the market leader? Is it because: a) it is the oldest cola b) everyone has heard of it c) it sells most d) customers prefer it? Explain your choice of answer. 4 Which of the following are important in making Coca Cola so successful: a) its packaging b) its taste c) the advertising d) the Coca Cola image? 5 What market research could you do to find out if your ideas in question 4 are correct? Activity (FOCUS ON SCHOOL SPORT Getting a taste for the real thing Kellogg's snap, crackle and pop deal Junk food provides rich diet Radio 1 seeks new image to halt decline Stereotyping's gum in the works A lot of bottle but no class Features: Switched on, with plenty of plugs) Imagine you are the marketing director of a company which manufactures clothing aimed at the teenage market. You have a large budget available for advertising. 1 Decide how you will spend the budget. Which media will you use? Who will you target? 2 a) In pairs, exchange your ideas. Can you see any risks in your partner's plans? b) After your discussion, revise your plan if necessary. 3 a) List the criteria you will use to evaluate the success of your advertising campaign(s). b) How will you judge whether your criteria have been met?