4MWa/c

• Engels
• Secundair onderwijs

Welcome!

Unit 4

In the 19th century, ... businesses were among the first to employ large-scale advertising campaigns.

1. coffee
2. soap
3. bread
4. potatoes

One of the "fathers" of advertising is:

1. Alexander Hamilton
2. George Washington
3. Benjamin Franklin
4. Thomas Jefferson

Where do you see or hear advertising most often?

p. 192 - exercise 2

p. 192 - exercise 2

c Do you think this commercial is successful? Why (not)? Discuss with you neighbour!

c Do you think this commercial is successful?Discuss with you neighbour!

YES

NO

c Do you think this commercial is successful?Discuss with you neighbour!
Why (not)?

p. 193 - exercise 1

What is the slogan?
What is the name of the product?

What is the slogan?
What is the name of the product?

What is the slogan?
What is the name of the product?

What is the slogan?
What is the name of the product?

What is the slogan?
What is the name of the product?

What is the slogan?
What is the name of the product?

What is the slogan?
What is the name of the product?

Why do you think these are good slogans?

p.193 - exercise 2

It's memorable:

1. a few catchy words
2. a few negative words
3. a few kind words
4. a few funny words

p.193 - exercise 2

It's memorable:

1. memory-enhancing techniques such as synonyms
2. memory-enhancing techniques such as alliterations
3. memory-enhancing techniques such as rhymes

p.193 - exercise 2

Fewer words are better:

1. five words or less is best
2. ten words or less is best
3. 10 words or less is best

p.193 - exercise 2

It includes a key benefit:

1. Sell the price, not the features.
2. Sell the benefits, not the features.
3. Sell the problem, not the features.

p.193 - exercise 2

It differentiates the brand:

1. the Unique Selling Proposition or USP: what separates a brand from the others
2. the Unique Selling Price or USP: what separates a brand from the others

p.193 - exercise 2

It transmits positive feelings
about the brand:

1. Use positive and negative words.
2. Use positive and funny words.
3. Use positive and upbeat words.

p.193 - exercise 2

It’s aspirational:

1. Encourage people
2. Annoy people.
3. Inspire people.

p.193 - exercise 2

It’s different:

1. Don’t rely on sales puffery.
2. Don’t rely on word puffery.

p.193 - exercise 2

It’s different:

1. Establish attachment and promote negative associations.
2. Establish differentiation and promote positive associations.

p. 195

Think of one slogan for this picture. Write it down.

Write one slogan with a positive connotation and one slogan with a negative connotation for a brand of your own choice: