BỘ MÔN TRUYỀN THÔNG MARKETING

HỌC PHẦN TIẾNG ANH CHUYÊN NGÀNH 2

CHAPTER 3: ADVERTISING
 Content
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 Key terms
 Keyword explanation
 Reading articles “Internet advertising”
 Discussion
 Key words
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 Advertising (n): Any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an identified sponsor
 Advertising agency (n): A marketing services firm that assists
companies in planning, preparing, implementing, and evaluating
all or portions of their advertising programs.
 Advertising media (n): The vehicles through which advertising
messages are delivered to their intended audiences
 Advertising budget (n): The dollars and other resources allocated
to a product or a company advertising program
 Coverage (n): the amount of something that something provides;
the extent to which something covers an area or a group of people
 Key words
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• Traffic (n): the movement of messages and signals through an

electronic communication system
• Touchpoint (n): place or situation in which a business has contact
with its customers
• Journey (n): an act of travelling from one place to another, especially
when they are far apart
• Auction (n): a public event at which things are sold to the person who
offers the most money for them
• Cost per click (n): refers to the actual price you pay for each click in
your pay-per-click (PPC) marketing campaigns
• Publication (n): the act of printing a book, a magazine, etc. and
making it available to the public; a book, a magazine, etc. that has
been published
 Advertising objective
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A specific communication task to be accomplished with a

specific target audience during a specific period of time
 Marketing Planning Process
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Setting Company Objectives and Goals

Mission statement is then turned into objectives that guide

the whole company.

Business Marketing
objectives objectives
• Build profitable • Increase
customer market share
relationships • Create local
• Invest in partnerships
research • Increase
• Improve profits promotion
 Marketing Planning Process
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Setting Company Objectives and Goals

• To increase the number of

enquires from our marketing
communications activities by 15%
by the end of the year
• To increase sales by 20% within
18 months
• Increase organic traffic by 10%
month-over-month
• Increase visitors-to-contacts
conversions to 3%. That means
for every 1,000 visitors, you'll end
up with 30 contacts, or for every
10,000 visitors, we get 300
contacts
 Creative concept
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The compelling “big idea” that will bring an advertising

message strategy to life in a distinctive and memorable way.
 Internet advertising
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Internet advertising whose goal it is to drive customers to your

website or location(s), or to make a call regarding your
products or services.
 Email marketing
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Email marketing is the act of sending a commercial message,

typically to a group of people, using email.
In its broadest sense, every email sent to a potential or current
customer could be considered email marketing
 Native advertising
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Advertising or other brand-produced online content that looks

in form and function like the other natural content surrounding
it on a web or social media platform.
 Search Engine Marketing (SEM)
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SEM (Search Engine Marketing) is a form of Internet

marketing that involves the promotion of websites by
increasing their visibility in search engine results pages
(SERPs) primarily through paid advertising.
 Buyer journey/customer journey
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The customer journey in marketing refers to the customer’s

path, via touchpoints, to their decision to purchase an item.
 To get the most out of something/someone (v)
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+ To treat someone in a way that allows them to perform to the

best of their ability.
E.g: Beth's one of those managers who always seems to get the
most out of her employees.
+ To benefit from something as much as is possible.
E.g: I really want you to get the most out of your college
experience
READING ARTICLES:
“Internet advertising”
DISCUSSION
 Discussion
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• Discuss: development you expect to see over the next five years in:
TV advertising and internet advertising