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Market research is any organized effort to gather information about markets or customers. It is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services (Wikipedia)
Look at the range of products and services. Where are they usually advertised?
TV
magazines
billboards
Public Transport
Newspapers
Sports Sponsorhip
Radio
1. use images of comfort and people being looked after? Life insurance 2. stress reliability and safety? Car tyres 3. use beuatiful models? Perfume 4. emphasize excitement and glamour? Airlines
DISCUSSION QUESTONS
1.
What do advertising agencies need to consider when deciding the type of advert for a particular product? What kind of research do they need to carry out?
Advertisement agencies need to consider:
2.
the target customer where the advert will be seen what the product looks like
a street survey questionnaire focus groups where groups of people look at different types of products and discuss them. The advertiser observes and records the conversations.
dustbin survey the researcher look at the types of products on the customers shelf to see what they are buying
VOCABULARY - 1
jingle (n) : A catchy, often musical advertising slogan.
E.g.: The jingle of Garanti Emeklilik advertisement is really effective.
VOCABULARY- 1
position (v): to put in the proper or appropriate place; locate
programme, etc.
E.g.: Haluk Bilginer did the voice-over for Diego in Ice Age Series..
VOCABULARY - 2
survey (n): A detailed inspection or investigation. E.g. In order to measure the demand of the customer, the company carried a large-scale survey. blind testing (phr.): a clinical trial in which participants are unaware of whether
VOCABULARY - 2
questionnaire (n): a set of questions on a form, submitted to a number of people in order to collect statistical information E.g.: One of the common ways to collect data from customers is using questionnaire.
dustbin survey (phr): a kind of survey where a researcher visits households and studies the labels of the products consumed.
E.g. Some companies use dustbin surveys to see if customers use their products.
life insurance (phr): insurance paid to named beneficiaries when the insured person dies
E.g. In England, they call life insurance life assurance film (v): To make a movie of or based on E.g. The workers filmed their scenes in the factory at the end of the year.
VOCABULARY answers 1
1.
2.
3.
4.
Firms have to think carefully how to position their products; in other words to know which segment of the market they want to target. Which actor did the voice-over for the commercial? His voice sounds familiar. If you give the cashier the token from this packet, youll get the next one at half-price. We dont believe in stupid gimmicks; we just give out customers first-class service.
VOCABULARY answers 1
5. I think we should use local radio for our next advertising campaign. 6. I cant stop singing that stupid jingle for Cornflakes! I cant get the tune out of my mind. 7. There was an excellent response to our last mailshot; we sent 3,000 letters and and got 400 replies. 8. Our next sales promotion will include a special discount of 20%.
VOCABULARY- answers 2
1. 2.
3.
4. 5. 6. 7. 8. 9. 10.
perceive market research survey questionnaires blind samples dustbin survey focus group consumers attitudes
LISTENING
Look at the photos. Whats happening? The first photo shows a man carrying out blind testing. He is comparing different types of cereal.
roller blades
likes the extra wheel doesnt like the shiny plastic look
because they are too feminine and not strong enough for speed skating.
SWEET
FLAT BITTER FIZZY
LISTENING - 4
Imagine you run a market research organization. Discuss which research methods you would recommend to clients in these four situations.
Situation 1: A manufacturer of a substitute for butter wants to know how to position its products against its competitors. It would like to know what consumers think of the taste compared to rival products, including butter.
LISTENING - 4
Imagine you run a market research organization. Discuss which research methods you would recommend to clients in these four situations.
Situation 2: The managers of an airport want to find out how travelers and passengers perceive the services offered inside the airport terminal.
LISTENING - 4
Imagine you run a market research organization. Discuss which research methods you would recommend to clients in these four situations.
Situation 3: A marketing research organization has to produce monthly reports with information about the buying habits of consumers. It studies the same consumers over a period of several years. Situation 4: The directors of a supermarket chain want to find out why customers prefer their main competitors.
VOCABULARY Reading
queue (n): a line of people or vehicles waiting for something
E.g. There was a long queue in the cinema yesterday.
VOCABULARY Reading
executive (n) : manager commit a mistake (exp): make a mistake
E.g.: Nokia committed a mistake by offering a holiday to its customers.
refer to (v): to send so or st to a different place consortium (n): a group of people doing business together : business association
E.g. The small companies merged and formed a consortium.
VOCABULARY Reading
fiasco (n): A complete failure
E.g.: The final project was a fiasco for the company.
drive-through (phr): Relating to or conducting exchanges with clients who drive up to a window and remain in their automobiles
E.g.: McDonalda have many drive-through restaurants, where people can buy burgers while theyre driving.
VOCABULARY Reading
representative: a person who represents and tries to sell the products or services of a firm, esp a travelling salesman : member, delegate,agent
E.g.: Avon is a company ,which sells its products mostly by representatives
READING - 1
Can you think of any other special offers that companies use to promote their products and servises?
READING - 2
COMPANY What the customer had to do The customer had to buy a Big Mac What the company offered Two big Macs for the price of one What went wrong
a. McDonalds
The demand was too great. Customers had to queue for over an hour, restaurants were closed.
b.Hoover
The customer had to Two free flights to the spend over 100 pounds US. on Hoover products The customer had to save tokens The customer had to find a bottle top which the winning number 349 A military jet
300,000 people claimed the free flights and there were court cases and the company lost 50 million pound
A student formed a consortium to buy the tokens and get the jet at a tenth of its real price. A production error let to 800,000 bottle tops with the winning number and Pepsi had to pay out five times its budget.
c.Pepsi
d.Pepsi
30,000 pounds
READING 2
How much did people have to spend on Hoover products to qualify for the offer?
100 pounds
50 million pounds
READING 2
300,000
750,000 4.5 million pounds
349
800,000
READING 3
Underline words or expressions in the text which are similar in meaning to mistake.
THANK YOU