Effective Marketing

Do you have brand loyalty to any company?

What is the brand identity of Red Bull?

Who is the target customer/demographic/market for Mercedes?

Ex 1. DISCUSS:

What is your favourite TV advert?

What characteristics do the best TV ads have?

Ex 2. You are going to listen to the first 25 seconds of a TV advert without seeing

the pictures. DIscuss the answers in a small group.

What product is being advertised in your opinion?

Who is the target customer?

What does the music say about the brand identity?

For a vocabulary glossary of lots of marketing terms, go to

http://www.stgeorges.co.uk/blog/marketing-for-english-brand-awareness/

Ex 3. Now you are going to listen to some more of the advert (again without seeing

the ad)

Has your opinion changed? Discuss again the same 3 questions as above

Ex 4. Now you will watch almost the whole advert.

http://www.stgeorges.co.uk/blog/ For videos, podcasts, competitions to win free English lessons, current affairs
articles all to help you improve your English visit our Student Blog every day of the week.
 Effective Marketing
1. What do you think is being advertised?
2. Even if you dont know the product, who is the target customer? Be specific.
3. Are men included in the target customer group?

Ex 5. Now watch the advert to the very end (2:00 - 2:26)

1. Does this brand appeal to you as a customer/consumer?

2. Has the ad put OPI in your consideration set?

3. What does the ad portray about the price of the product? Is it a premium brand or
an economy brand?
4. Which socio-economic categories are the advertisers targeting?
5. Which market segment (see guide below) is being targeted in terms of profession,
lifestyle and age group?

Social Social
Occupation Description
Grade Status

A upper top management Wealthy: often between 40 - 60, detached house

middle e.g. CEO with 4 + bedrooms, expensive cars, own many
class investments, like golf and expensive wine

B middle middle management Prosperous: house owner, possibly two family

class cars, interest in arts, skiing, foreign travel

C1 lower junior management Comfortably off: middle income property owner

middle with a car, family holiday every year, eating out at
class restaurants and money for hobbies

C2 skilled skilled manual Moderate means: Blue collar job or lowest level
working worker corporate worker, rent their accommodation, can
class afford to treat themselves occasionally

D working semi-skilled and Hard pressed: Work in a shop or factory and have
class unskilled manual no savings, take few holidays, have credit card
worker debts, buy own-brand supermarket goods

E lowest state pensioner, Hard pressed: Live in high-rise flats/property

level of single-parent rented from local council. Unemployed or travel to
society families, minimum work by bus or on foot. Often need a loan to help
wage worker their tight budget for essential items.

http://www.stgeorges.co.uk/blog/ For videos, podcasts, competitions to win free English lessons, current affairs
articles all to help you improve your English visit our Student Blog every day of the week.
 Effective Marketing
Ex 6. Put the following vocabulary into the gaps below (1 word is not needed)

brand identity brand image premium brand

target market customer consumer brand loyalty
social demographic must-have item psychological pricing

This latest piece of promotion from the OPI brand is undeniably compelling. The (1) brand
identity they are trying to put across to the buying public is definitely that they are cool,
contemporary and high-quality. Does that identity equate to the (2)____________________? I
think the answer would be a definite, yes. Every person that Ive shown this to has been super
impressed with the creativity, images, music and the slow reveal of the product.

Is OPI the market leader? Im afraid that my knowledge of nail products is not good enough to
know, but the large marketing budget would suggest that this is a (3)____________________
with pricing to match, rather than an economy brand. Its also an amazing ad because it appeals
to a far larger customer base than just the (4)____________________ alone. Nail varnish
typically would be aimed at females, but this campaign is ticking all the right boxes for brand
awareness for all those boyfriends and husbands out there. OK, they are not going to be the
(5)____________________, but now the males who have seen this ad would certainly have OPI in
their consideration set (possibly the only product in their brand consideration). For existing
female customers it works extremely well serving to cement (6)____________________.

For me, a very interesting aspect of the ad are the models, or shall we say the brand
representatives or ambassadors? If you consider the top models used for fashion mega brands
like Gucci, D&G etc, these girls are a lot lower down the scale. Likewise, whilst they are great
dancers, they are not the absolute best if you compare them to a Russian primera ballerina or a
leading flamenco dancer etc. This is clever casting from the creatives in the advertising group to
appeal to the right (7)____________________ of customers, positioning this brand as
obtainable (as opposed to unobtainable) for female teenagers and twenty-somethings whilst at
the same time remaining aspirational. This is clearly pitched as a product for the cool girl in the
street in 2013.

The only downfall I can see is in answering the question, Does the product live up to
expectations? It could well be that after seeing this ad, the want factor could be very high and it
could turn into a (8)____________________. However, assuming that this range might be priced
at 14.99 EUR (a nice piece of (9)____________________), then there might be some post-
purchase dissonance (as opposed to post-purchase consonance) coming into play. After all,
the ber-cool advert may lead a customer to believe that this product is going to change their lives
and make them super cool or sexy, but at the end of the day it is only nail varnish!

http://www.stgeorges.co.uk/blog/ For videos, podcasts, competitions to win free English lessons, current affairs
articles all to help you improve your English visit our Student Blog every day of the week.
 Effective Marketing

Ex 7. TRUE or FALSE: The author thinks that...

1. the advert is over the top. True / False

2. the advert is only aimed at females. True / False

3. the brand ambassadors were cleverly chosen. True / False

4. the product will have a psychological pricing policy. True / False

5. the product may not live up to expectations. True / False

Ex 8. Discussion Questions (using vocab from the lesson)

1. When the product appears at the end, it is shown in exactly the same way as the
guns in the sci- lm, The Matrix. This lm is primarily aimed at men. Is this part
included in the advert to give brand awareness of OPI to men? Or is it some other
reason?
2. Has the ad made you consider buying OPI products?
3. If you bought this product, do you think that the product would live up to your pre-
purchase expectaHons?
4. What social demographic/market segment are you in and what products are aimed
at you by marketers?
5. Do you like watching adverts on the TV / in the cinema / in a magazine?
6. Do you think that you are suscepHble to markeHng?
7. Have you ever bought a must-have item?
8. What would be your upper and lower cut-o prices for.....? Give reasons!
a car / a mobile phone / a pizza / a bo0le of wine / shampoo

9. Make a quesHon to ask the rest of the class about the advert, brands, products or
customers.

http://www.stgeorges.co.uk/blog/ For videos, podcasts, competitions to win free English lessons, current affairs
articles all to help you improve your English visit our Student Blog every day of the week.