Chapter 1: Introduction to an Advertising

 

https://www.creohouse.co.id/

 

A.  Warming Up

Introduction

Instruction:

1.        Step 1: Think in your mind without Speaking up! (No 1 – 3)

2.        Step 2: Speak up and Do it! (No 1-4)

• What is your favorite food?
• Describe your favorite food!
• How do you convince customers to be interested in your favorite food?
• Create a good advertisement to attract the attention of your customers to buy your product!

B.  Reading Text

Reading Comprehension

Instruction: Read the following text silently and loudly!

Advertising (often shortened to advert or ad) is the techniques and practices used to bring products, services, or opinions to public notice to persuade the public to respond in a certain way toward what is advertised. In other words, it is also a marketing tactic involving paying for space to promote a product, service, cause, brand or service to a viewership in order to attract interest, engagement, and sales. These actual promotional messages come in many forms, from copy to interactive video, and have evolved to become a crucial feature of the app marketplace.

An advertisement is different from other types of marketing because it is paid for, and because the creator of an advert has total control over the content and message. Most advertising involves promoting a good that is for sale. Still, similar methods are used to encourage people to drive safely, support various charities, vote for political candidates, etc.

Advertising aims to reach people most likely to be willing to pay for a company’s products or services and entice them to buy. In a free-market economy, effective advertising is essential to a company’s survival, for unless consumers know about a company’s product, they are unlikely to buy it. In many countries, advertising is the most important source of income for the media. It has also become a significant and vital service industry.

In the ancient and medieval world, such advertising was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. Then, in the 17th century, weekly newspapers in London began to carry advertisements, and by the 18th century, such advertising was flourishing.

Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising, direct mail; and new media such as search results, blogs, social media, websites, or text messages. The actual presentation of the message in a medium is referred to as an advertisement or ad for short.

Commercial ads often seek to generate increased consumption of their products or services through "branding," which associates a product name or image with certain qualities in the minds of consumers. In a free-market economy, effective advertising is essential to a company’s survival, for unless consumers know about a company’s product they are unlikely to buy it. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations, and governmental agencies. In addition, non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.

The cost of major advertising campaigns is such that few firms can afford them. But on the other hand, whereas smaller firms may not be able to compete with larger ones at a national level, advertising at the local level or online enables them to hold their own.

C.  Questions

Conversation Practice

Instruction: Answer the following questions based on the text and practice with your friend!

1. What do you know about advertising?
2. Why is an advertisement different from other types of marketing?
3. Explain the forms of marketing!
4. Explain the purpose of marketing!
5. Mention some media to promote advertising!
6. What is the difference between commercial and noncommercial advertisement?
7. Do you have any solution when a smaller company can not pay the advertisement cost?

 

D.   Vocabulary

Pronunciation Practice

Instruction: Pronounce the following words and understand the meaning!

No	Strange Words	Pronounciation	Meaning
1	Space	Spās	Ruang
2	Promote	prəˈmōt	Mempromosikan
3	Cause	kôz	Tujuan
4	Interest	ˈint(ə)rəstiNG	Menarik
5	Message	ˈmesij	Pesan
6	Advert	ˈadˌvərt	Iklan
7	Content	kənˈtent	Isi
8	Good	ɡo͝od	Barang
9	Sale	sāl	Penjualan
10	Pay	pā	Membayar
11	Company	ˈkəmp(ə)nē	Perusahaan
12	Consumer	kənˈso͞omər	Pelanggan
13	Source	sôrs	Sumber
14	Income	ˈinˌkəm	Penghasilan
15	Newspaper	ˈn(y)o͞ozˌpāpər	Surat kabar
16	Magazine	ˈmaɡəˌzēn	Majalah
17	Commercial	kəˈmərSHəl	Bersifat perniagaan
18	Branding	ˈbrandiNG	Merek
19	Quality	ˈkwälədē	Kualitas
20	Employee	emˈploiē	Karyawan

Instruction 2:

Match the following words with the real meaning!

 

Promote	Sale	Pay	Company	Consumer
Income	Newspaper	Branding	Quality	Employee

 

No	Meaning		Words
1	To transfer money, goods, etc., as in making a purchase or settling a debt.
2	A person or thing that consumes.
3	High grade; superiority; excellence:
4	Revenue received for goods or services, or from other sources, as rents or investments:
5	A printed publication is issued at regular and usually close intervals, especially daily or weekly, and commonly contains news, comment, features, and advertising.
6	To encourage the sales, acceptance, etc., of (a product), especially through advertising or other publicity.
7	A person working for another person or a business firm for pay.
8	A number of individuals assembled or associated together; a group of people.
9	The kind, grade, or make of a product or service, as indicated by a stamp, trademark, or the like:
10	The act of selling/ transfer of property for money or credit

 

E.  Ice Breaking

Speaking in Partner (Asking Hobby)

Instruction: Stand in front of the class with your speaking partner and ask the following questions!

 

1.      What is your name?

2.      What is your hobby?

3.      What is your favorite food?

4.      Do you like sate?

5.      Do you like bakso?

6.      What sport is your favorite?

7.      Do you like playing badminton?

8.      Do you like swimming?

9.      Can you sing a song?

10.  What is your favorite actor?

 

Games (Clapping)

Listen and follow the instruction:

 

1.       I am clapping once and then you are four times. 

2.       I am clapping twice and then you are three times.

3.       I am clapping three times and then you are two times.

4.       I am clapping four times and then you are once.

 

Reading Sources:

https://en.wikipedia.org/wiki/Advertising

https://www.adjust.com/glossary/advertisement/

https://www.shopify.in/encyclopedia/advertising

https://www.britannica.com/topic/advertising