Personal selling Mass selling Sales Promotion

face-to-face; coupons; samples

over the telephone of consumer goods;

sweepstakes;

Advertising contests; displays

at trade shows

Exhibit 12 Promotion

b) Speak on Promotion using Exhibit 12 and the marketing terms from task 8.3.1

8.3.8 Before reading text B try to guess the meaning of the underlined words in the following sentences:

What is the main advertising medium?

Following are a few paragraphs explaining various advertising media.

Television is a useful tactic for reaching a large audience with an effective visual message.

8.4 Text B. Advertising. (While reading the text fill in the boxes of Exhibit 13 with the advertising media as discussed in the text)

Advertising media

1 2 3 4 5 6 7 8

Exhibit 13

Advertising is the main form of mass selling. For effective promotion, ads must reach specific target customers.

What is the best advertising medium?

There is no simple answer to this question. Effectiveness depends on how well the medium fits with the rest of a marketing strategy.

Following are a few paragraphs explaining various advertising methods.

Television is a useful tactic for reaching a large audience with an effective visual message. TV’s two drawbacks are that it’s difficult to target an audience and it’s expensive.

Radio ads have the advantage of being less expensive than TV ads. But a message on radio lacks TV’s visual image and is not an effective medium for introducing a new message.

Newspaper ads have a big advantage over radio and TV ads because they provide the reader with a reference source.

Yellow Pages and product directories are tools customers utilize when they are looking for a product or service. Typically customers looking at Yellow Pages are excellent sales prospects.

Magazine ads are the best tactic for targeting an audience. Many magazines serve only special-interest groups – such as chemical engineering, electrical wholesaling, farming and the defense market. Magazine ads are effective for a long time. Customers might refer back to the ad for over a year as a reference source.

Perhaps the most specific medium is direct-mail advertising – selling directly to customers via their mailboxes. The method involves sending a specific message to a carefully selected list of names. Some firms specialize in providing computer mailing lists – ranging from hundreds to millions of names.

Card packs are becoming a popular advertising medium. A card pack contains postcards from 35 to 100 different companies which are targeted at an identifiable customer, such as a new business owner.

8.4.1 Translate the following words and word-groups into Russian:

- customer; target customers; specific target customers; ads must reach specific target customers.

- effective; effective promotion; effective medium; effectiveness.

- media; medium; the medium fits; how well the medium fits; how well the medium fits with the rest of a marketing strategy.

- advantage; a big advantage over the radio and TV; radio ads have the advantage of being less expensive; advantages and drawbacks.

- source; a reference source; refer back to the ads as a reference source.

8.4.2 Render the text in Russian

8.4.3 Comment on the following statements:

Newspaper ads provide the reader with a reference source.

Typically customers looking at Yellow Pages are excellent sales prospects.

8.4.4 Answer the wh-questions:

What is advertising?

What advertising methods are used in mass selling?

What are the advantages and drawbacks of TV, radio and newspaper ads?

What is the best tactic for targeting an audience? Why?

What is direct mail advertising?

What kind of advertising medium is becoming popular?

8.4.5 Work in pairs. (Discuss various advertising methods with your fellow-student using Exhibit 13)

8.5 Text C. Public Relations. (Read the text and say whether it gives the definition of PR)

Public Relations, or PR, is one of the most effective ways of communicating your message. PR can be as valuable for a small retail business as it is for a major corporation.

There are two types of public relations you should consider: short one- or two-paragraph fill-ins, and major stories. A short release with “FOR IMMEDIATE RELEASE” at the top of the page can be sent to local newspapers with an announcement about your business.

For a major story, you need to first arrange a meeting with a local newspaper or magazine editor. Share an interesting fact about your business, such as how you started, what made you decide to go into business, unusual products you offer, or the unique layout of your store. Tell the editor about your ideas for a story and ask him or her if the story might be of interest.

Another way of using PR is to sponsor events or give away door prizes at local

fundraisers. McDonald’s sponsors golf classics, all-star high school basketball games, and Ronald McDonald houses.

8.5.1 a) Discussion questions:

Can you give the definition of PR judging by the text?

What ways of using PR are mentioned in the text?

Do you think PR can be really valuable for a small retail business?

b) Compare your definition of PR with the one given in the Glossary.

8.5.2 Compose 3 special questions to the text

8.5.3 Speak on the main points of the three texts of the unit

8.5.4 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 promotion; 2 sample; 3 PR; 4 to develop; 5 trial; 6 advertising; 7 communication; 8 sales promotion; 9 employee; 10 behavior; 11 contest; 12 directory; 13 attitude; 14 direct mail ads; 15 personal selling.

1 реклама; 2 развивать; 3 стимулирование сбыта; 4 служащий; 5 отношение; 6 конкурс; 7 поведение; 8 выставка; 9 образец; 10 покупка; 11 личная продажа; 12 тотализатор; 13 почтовая реклама; 14 связи с общественностью; 15 покупатель; 16 связь; 17 испытание; 18 пакет карточек; 19 справочник; 20 содействие в продаже к-л товара.

Unit

The Problem Area of the Unit: Grammar:

What is Price? The Gerund

What pricing objectives does the pricing

policy depend on?