Speech 2 2024

lesson 6 and 7

2nd Semester - Speech 2
Marketing, salesmanship, art of persuasion, develop a infomercial

Objective:
Collaborate to harness the principles of marketing and salesmanship to craft
a compelling video infomercial that effectively employs the art of persuasion,
aiming to sell a product, pitch an innovative idea, or promote an event for
various video marketing platforms.

What is a brand? branding? Is Mizzou a brand?
What role do brands have in our daily lives?

A brand is a logo, a product, an identity created by sellers for consumers, it’s a perception and
attached value.

What is a brand?

Logo

A product

An identity

Value

Perception

Symbol

Methody-strategy

Reputation

What do you associate your favourite
brands with? Adjectives(fresh, expensive,
high quality, poor quality, unreliable, etc)

More than just a car!

Write your reflection here

2 mins

Essential Question

Video Advertising

the most common form of video advertisement, the commercial and
infomercial. A commercial is an advertisement that typically lasts around
15 to 30 seconds and is found during a break from a television show, a
radio program, or podcast episode. An infomercial is a long-form television
commercial (typically around 30 to 60 minutes in length) promoting a
product in an extended, informative, demonstrative, and supposedly
objective manner.

Longer, cheaper, informative, and urgent

The best informational ADs.
Page 163 - Circle Yes or No and say why?

22/08/2024
Objectives
Marketing Techniques 163- 174

1. Infomercial groups
2. Marketing techniques
3. Next steps

Unit 6 & 7 - Checklist

Youtube, Facebook, Tiktok, TV, Insta etc

How many people in a group?
Is it a commercial or infomercial?
Is the reflection individual or group?
The purpose is to inform or to sell?

What's the real deal for me?

How can that impact my life?

What is a marketing?

Marketing is the business strategy of building customer relationships and creating long-term and satisfying partnerships. Advertising is a marketing tool and strategy that uses a sponsored message to promote or sell products, services, or ideas.

#1
What`s in it for me? advantage/benefit//how
can the product solve my problems.

“What’s in it for me?” is a phrase that poses the question of what benefit
or advantage an action, situation, or activity will offer someone.
Essentially, it reflects a self-centered attitude where an individual
considers their own gains or benefits before making decisions or
taking actions1. This idiom is commonly used in various contexts, from
business negotiations to personal relationships.

●Imagine a scenario where a colleague asks you to help with a task:

○Colleague: “Can you help me with my homework?”

○You: “What’s in it for me?” (meaning, you want to know what advantage or benefit you’ll gain
by helping them).

●It’s a way of expressing self-interest and understanding the potential rewards or motivations behind
an action or decision.

Packaging your message page 167
Explicit vs Implicit Messages

Clearly
stated
benefits
with words
and
numbers.

What's the message? Is it explicit or implicit?

It can be both

Develop a
catchy logo -
make it
memorable
and catchy.

Draws sympathy

The story of a billionaire

who inherited billions is not inspiring.

Is it a coincidence that most of the big techs started

In the back garage, by school dropouts?

Clearly state the benefits the buyer will
receive for buying the product.

The solar Panel and its supposed benefits. Total cost R$30 000

Is it worth it? Isn't the cost it too much ?

What if I tell you that, the govt is providing a 10k (now 20k) incentive and can buy
your excess energy for up to 500 a month and that you can pay off the debt in 24
months and a return of investment in 36 months. After this period you will earn tax
free profit for selling excess energy to the energy power company. Does it seem
advantageous? Here is the key: Explain the math, demonstrating the benefit to the
customer.

Negotiating Pricing and Sales -
Fair pricing is important

How would you feel if
you discover that a drink
you`ve just bought 15
dollars costs exactly 5
dollars next door?

How can traditional
shops compete with
online shops and remain
competitive?

Section B: Rhetorical Devices (Pages 173-175)

Logos

Pathos

Ethos

A commercial spokesperson is someone who represents a brand or product in advertisements. They can be celebrities, athletes, or professional actors who are chosen for their ability to connect with the audience and effectively communicate the brand’s message.
Occasionally, a character (either a person in a costume or an animated cartoon) is developed to serve in the spokesperson role, such as in the photograph example above (Ronald McDonald). The benefit to a costumed or animated spokesperson is that the face of the company isn’t connected to a single person, but instead can be performed by any number of costumed actors, or drawn by any number of animator artists.

​The spokesperson

Roles in a commercial

This person appears as  a trustworthy and credible person. The expert likely has university degrees, professional experiences, and/or certifications that qualify them to speak about how a particular product compares to, and is often superior to, other related products.

​The expert

Roles in a commercial

This person appears as  a trustworthy and credible person. The expert likely has university degrees, professional experiences, and/or certifications that qualify them to speak about how a particular product compares to, and is often superior to, other related products.

​Ordinary Testimonials

Roles in a commercial

Multiple Choice

These are people supposedly outsiders who uses a product and are then convinced of its worth. Oftentimes, they state they have been advised by an expert to use a specific product.

• Ordinary Testimonials

• Celebrity Sidekicks

• Spokesperson

• Endorsements

Multiple Choice

What is marketing?

• Marketing is the business strategy of building customer relationships and creating long-term and satisfying partnerships.

• Marketing is the process of manufacturing products and selling products.

• Marketing is the process of financial analysis.
• Marketing is the process of customer service.

Multiple Choice

What is advertising?

• Advertising is a type of social media platform videos.

• Advertising is a marketing tool and strategy that uses a sponsored message to promote or sell products, services, or ideas.

• Advertising is a form of physical exercise and selling.

• Advertising is a type of technique in manufacturing and distribution of goods and services.

Multiple Choice

What is a commercial?

• A commercial is an extended video advertisement promoting a product in an extended, informative, demonstrative, and supposedly objective manner.

• A commercial is a type of currency.
• A commercial is a form of advertisement which usually last 15 to 30 seconds.

• A commercial is a type of fruit.

Multiple Choice

______appeals to an audience’s sense of logic and fact-based argumentation. An earlier example discussed the financial sense it makes for someone to install solar panels on their home. These statistical explanations appeal to our sense of truth.

• Logos
• Rhetoric
• Ethos
• Pathos

Multiple Choice

Imagine you are watching television one day and see an advertisement featuring someone you trust telling you about an exciting new product they personally use and are encouraging you to try as well. This expert credibility, known as ______ helps by connecting a famous person or expert’s trusting audience with a new product.

It has to do with building credibility and trust around a product or service.

• Pathos
• Ethos
• Logos
• Anecdote

Multiple Choice

Coca-Cola’s sales marketing strategy is almost entirely based around creating a “good feeling” or a festive atmosphere. If Coca-Cola creates a new advertisement and test audiences say the ad does not make them feel good or festive, it is likely that the advertisement would not be used. In short, Coca-Cola ensures that its advertisements and commercials seek to appeal to our emotions. This is an example of _______.

• .pathos

• ethos

• logos

• spokesperson

Match

Match the following

• pathos

• logos

• ethos

• Marketing

Emotional persuasion

Logical persuasion

Ethical persuasion

Promoting products or services

• Emotional persuasion

• Logical persuasion

• Ethical persuasion

• Promoting products or services

Word Cloud

what is marketing?

Multiple Choice

A teacher appears in an educational advert talking about the importance of formative electives at school. The teacher's role is an example of _____in advertisements.

• logos

• pathos

• ethos

• what is in it for me

Multiple Choice

John wants to buy a new car that is economical since he drives long distances to and from work. John will likely be convinced by an advertisement that offers _____and makes use of___ for him to make an informed choice about gas mileage.

• flowery adjectives/pathos

• pathos/ethos

• facts/logos

• celebrity sidekicks

Multiple Choice

This person appears as  a trustworthy and credible person. The person likely has university degrees, professional experiences, and/or certifications that qualify them to speak about how a particular product compares to, and is often superior to, other related products.

• Spokesperson

• Ordinary testimonial

• Consumer Advocate
• Expert

Brainstorm your idea
What do you want to sell? Two ideas

The seven marketing techniques + logos , ethos & pathos

Brainstorm two ideas and document marketed identifying some of the
marketing techniques above.