Posted By Webmaster on September 23, 2010

English language skills in marketing and advertising = the path to success

Though the majority of advertising in Thailand is expressed in the Thai language, there is nevertheless a significant amount written in English, notably appearing in the local English language newspapers and magazines.

The latest figures on advertising expenditure released by the Nielsen Company (Thailand) show an encouraging increase of 12.5 percent for the January to August 2010 period compared with the same period in 2009, along with the estimation that advertising spend in Thailand this year will reach Bt100 billion (about $US3.259 billion).

Advertising is just one component of the much wider vocation of marketing, which continues to become increasingly international, and hence English language for those in the advertising and marketing industries is becoming increasingly important – especially for those working with international or English speaking clients.

It is therefore imperative that marketing staff in an organization that operates internationally have strong English language skills.

Because marketing is such a wide-ranging subject with a large number of inter-related specialist areas, there is understandably a long list of particular vocabulary, expressions and acronyms specific to the advertising and marketing industries.

To give a few examples:
•    Cause related marketing (CRM) – when a company donates money to a charity or non-profit organization.

•    STEP analysis – looks at sociological, technological, economic and political factors in the market environment.

•    Perishable goods – goods that have a limited shelf life and must be consumed quickly, such as fresh fruit, fresh meat and eggs.

•    A no or generic brand – a product that does not have a brand associated with it.

•    Price skimming – charging a high price because you have a new product type.

•    Rich media formats – animated and highly interactive internet advertisements.

Marketing is a very dynamic field and to be effective, marketing practitioners must keep up with the latest trends and technologies in order to implement them.

A perfect example of a relatively recent and growing approach to advertising is the use of the internet and Web 2.0 tools as a communications medium.

The same Nielsen reported cited above says expenditure on e-marketing in the first eight months of this year grew by a huge 29 percent over that in 2009.

English Click can provide targeted English language courses for the media, marketing and advertising industries, with classes conducted by teachers who have first-hand experience in these areas and who are fully up-to-date with the latest techniques.

English language vocabulary:

majority (noun): the largest proportion
encouraging (adjective): giving you hope and confidencecomponent (noun): part
hence (conjunction): as a result, consequently
imperative (adjective): extremely important
acronyms (noun): words made from the initial letters of words
dynamic (adjective): constantly changing and progressing
practitioners (noun): people who work in the specified job
implement (verb): put (a decision, plan, agreement, etc.) into effect
cited (verb): to quote (a passage, book, or author) as evidence for or justification of an argument or statement
huge (adjective): very big
first-hand (adjective): gained by one’s own actual experience

For a free, no obligation information pack on our English language courses for the marketing and advertising industries – click HERE.

Categories: Talking Point
Tags: English language skills, English Language Training Course for the Media, English language training courses for specific industry sectors, English language vocabulary, Marketing and Advertising Industries, Talking Point