Congratulations! You have been successful in getting a job with the Elite Mobile Phone Company. The manager believes you have a lot to offer, so now it’s up to you to show your talent. Your task is outlined below.
Marketing a new mobile phone – Making a ‘pitch’
This group presentation requires co-operation and communication. Your team has to create a marketing campaign for a new mobile phone. The style of phone is your choice. You must present your new phone and the marketing campaign to the company boss (your teacher) for approval. This presentation will have three sections:
Section 1: Describe your mobile phone.
Section 2: Design a marketing strategy.
Section 3: Create and present an advertisement for your phone.
You will make a PowerPoint presentation for Sections 1 and 2. Section 3 can be on PowerPoint or presented as a separate poster. During your presentation, you may not read from your PowerPoint production; it is to be used as a visual tool.
Activity 1 – Preparation Form a group of four students.
Read the reference notes on ‘Basic marketing strategy’ and ‘Creating an advertisement’ in the
‘Supplementary activity’ pages.
Organise your group’s ideas in your project journal.
Make a mind map or a list to plan your presentation.
Divide the workload equally among the group.
Activity 2 – Describe your mobile phone
Your team needs to present the new phone by describing the most important features in detail.
Use a table, like the one below, to organise this information.
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Feature Description
You could include an illustration or labelled diagram of your mobile phone if you wish.
Illustrations are often used as visual aids in speeches.
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Project 5 – Sales – Task 8Activity 3 – Design a marketing strategy
1. Who is your target audience? Why?
Target audience categories
Your target audience may be one or a combination of any of these.
2. What types of advertising will you use to reach your audience? Why?
Types of advertising
television advertisement Internet advertisement radio jingle
magazine advertisement poster billboard
newspaper advertisement flyers press release
Activity 4 – Create an advertisement for a magazine
Use this checklist to make sure you have all the necessary information for your advertisement.
Feature Check
Image: Picture of the mobile phone Title/name of the phone
Slogan
Language: Imperative form
List of your mobile’s special features Other language features
Other symbols (logos)
primary school students secondary students university students
males females adults
young adults the elderly parents
homemakers blue collar workers white collar workers
travellers business owners international business executives
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Project 5 – Sales – Task 8 Assessment Task: Group
Oral Presentation
Accomplished 4 Competent 3 Developing 2 Beginning 1 Marketing
Strategy
The group presents a comprehensive, well-organised marketing strategy.
The group presents an organised marketing strategy.
The marketing strategy is difficult to follow, due to poor organisation/lack of information.
The marketing strategy lacks detail and organisation.
/4
Magazine Advertisement (Display ad)
The group has produced a creative magazine ad using all the features of a display ad.
The group has produced a
magazine ad using all the features of a display ad.
The group has produced a
magazine ad using some features of a display ad.
The group has produced a magazine ad with limited use of textual features.
/4
PowerPoint PowerPoint presentation guides and aids the presentation. It is used as a visual tool.
PowerPoint guides and supports the presentation.
The group occasionally uses PowerPoint, or they rely on the PowerPoint too much for their presentation.
The group relies completely on PowerPoint for delivering their presentation, or students have limited use of PowerPoint.
/4
Mechanics Very few
grammatical errors.
A few minor grammatical errors.
Many minor grammatical errors.
Many major grammatical errors.
/4
Eye Contact
Maintains eye contact with audience, seldom looking at notes.
Maintains eye contact with audience most of the time but frequently looks at notes.
Occasionally uses eye contact but still reads most of the report.
Reads all of the report with no eye contact.
/4
Pronunciation Uses a clear voice and uses correct, precise pronunciation. All audience members can hear the presentation.
Voice is clear.
Pronounces most words correctly.
Most audience members can hear the presentation.
Voice is low and incorrectly pronounces many words. Audience members have difficulty hearing the presentation.
Mumbles, incorrectly pronounces many words, and speaks too quietly for students in the back of the class
to hear.
/4
TOTAL /24
Name: Class:
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Project 5 – Sales – Task 8 Basic marketing strategyRead the information below and complete the table on ‘The persuasive power of colour’ as well as the questions on advertising. These notes are to help you with your group presentation.
In advertising, the four Ps form the basis of an advertising strategy.
The four Ps are:
product price place promotion Product
This includes the concept, development and implementation of the best product possible that will generate demand from a given target market.
Price
The best possible price should be determined in order to maximize profitability while maintaining a competitive advantage.
Place (or distribution)
This refers to both the location of the sale whether it be a physical location or through virtual channels. This also refers to the distribution and delivery channels by which the customer buys and receives the product or service.
Promotion
Promotion refers to the development and delivery of messages designed to call customers to action with regard to buying or following a product.
Creating an advertisement Magazine advertisements
With magazine advertisements, advertisers aim to:
Build an image and personality for the product Show the product in use and show how it works
Show the users, what kind of people they are and the lifestyle they lead Exaggerate the benefits of using the product
Create a mood. An example of a common mood created is a feeling of wealth, status and exclusive quality.
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Supplementary Activity
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Project 5 – Sales – Task 8
Colour Western culture Chinese Culture
Red
Shows warmth and fire. It is masculine and strong. It can represent passion and excitement or danger.
Green
Shows the country, the earth, nature and fertility. It also calms the nerves and is used for restful products.
White
Represents purity and hygiene. It also suggests hospitals, doctors and nurses.
Blue
Can show the law or authority, the sea, coolness, the sky and masculinity.
Pink Expresses tenderness, sweetness and femininity.
Purple Represents royalty and luxury.
Yellow
Shows cheerfulness, sunlight and heat. It can also make packages seem bigger.
Pictures are also rich in meaning. They contain ‘signifiers’ that work like signals in that they have special meanings for the audiences. For example, soft drink ads are often set on the beach, at a resort or at a club. These locations signify fun and excitement. The people are usually teenagers, the age group that signifies fun, and at whom the product is targeted.
Techniques in advertising Ideal and real
Many images are created with distinct right hand and left hand sides. These images are known as the ‘given’ and the ‘new’. The reader’s eyes leave the ad with the ‘new’ product in their memory. Likewise, some ads are designed so that we can draw an imaginary line across the page to divide an ad from top to bottom. Often the upper half of the image is the desirable object that people want (the ideal image) and the lower half explains how you can acquire the desired object.
Supplementary Activity
The persuasive power of colour
Colours are chosen specifically to produce certain feelings in the audience. Colours can symbolise different emotions in different cultures. An advertiser should be aware of the target audience’s culture and choose colours wisely. Look at the table on the following page. The colour symbolism for western culture has been done for you. Complete the colour symbolism for Chinese culture.
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Project 5 – Sales – Task 8 The language of advertisingThe purpose of product advertisements is to persuade the consumer to buy a product. Often advertisers will use some of these techniques:
Frequent use of adjectives and adverbs
Evaluative adjectives, for example: new, clean, white, real, fresh, right, natural, big, great, slim, soft, wholesome, improved
Short sentences
Use of imperatives, e.g. ‘Get your N85 phone now!’
Second person pronouns are used to address the audience and to suggest a friendly attitude
Present tense is most commonly used
Technical vocabulary emphasises the scientific/technical aspects of a product Repetition of the brand name and the slogan
Use of poetic techniques such as alliteration or rhyme Humour can be used verbally or visually
Try this – Well-known advertisements
1. Describe a well-known magazine advertisement/symbol. Why do people remember it?
2. Think of a radio advertisement/jingle that is easy to remember. Why do people remember it?
3. Think of a television advertisement that you enjoy. Describe the advertisement. Why do you like it?
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Supplementary Activity
WORKPLACE COMMUNICATION
Alignment with the Elective Part of the Three-year Senior Secondary English Language Curriculum
UNIT 1
UNIT
2 UNIT 3 - PROJECTS
1 TRNS
2 BANK
3 HOTEL
4 PR
5 SALES Learning Objectives
1. to familiarise learners with the different types of
workplace correspondence
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2. to develop learners’ understanding of the vocabulary, language, formats, styles and
conventions used in spoken and written communication in the workplace
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3. to help learners to apply the knowledge and skills they have learned in their production of
workplace-related texts
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4. to enhance learners’ ability to carry out workplace-related activities through providing them with opportu-nities to practise and demonstrate their language and communication skills in simulated tasks
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Content [R/W]
Memos
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Letters
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E-mails & Faxes
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Sales/promotional materials
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Meeting agendas and minutes
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CV & Cover Letter
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Analysis/Summary
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Content [L/S]
Telephone enquiries
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Complaints
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Sales presentations
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Interviews
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Content
Business-related vocabulary
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Discuss business concepts
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Plan and make final presentation of the work they
have produced in the course of the module
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Numeracy
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Technology
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Assessment
Write appropriate texts
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Speak in a suitable style for workplace purposes
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Organise and convey information relevant to a
workplace-related situation
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Short oral tasks
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Short writing tasks
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Presentation performance of workplace-related
tasks
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Quizzes & Short exercises