Praising the TV commercial
UNIT 5 Часть 2
PROMOTIONAL TOOLS
| Learning objectives By the end of the unit you will be able to: · explain the notions of promotion, advertising, public relations, personal selling, sales promotion · explain the difference between ‘pull’ and ‘push’ strategies · speak on different ways of advertising · assess the advantages of different promotional tools · describe promotion trends · choose the most appropriate tools in particular business situations |
Vocabulary Development
1.Give the Russian equivalents to the following word-combinations.
A legitimate tool, an attractively priced product, to develop brand awareness, to win appreciation, short-term incentives, a proper ratio of the components, to bypass other promotional strategies, buy-back guarantees, cash refunds and rebates, free trials, point-of-purchase displays.
2.Fill in the gaps with the word-combinations from the text.
1) Persuasion is … of promotion.
2) The purpose of promotion is to make the product known to its … .
3) The standard … consists of introduction, growth, maturity and decline.
4) The process of determining … is represented by price.
5) Companies can … two main kinds of … .
6) A ‘pull’ selling strategy is aimed at … .
7) The final purpose of increasing brand awareness is … to the product.
8) At maturity stage companies take … to stimulate consumers to buy their product.
3. Put in the missing prepositions.
1) People who deal … products, services, or ideas often use persuasion as a way of promotion.
2) The marketing mix consists … the four Ps.
3) Brand awareness is connected with promotion according … this conception.
4) Advertising persuades people to behave … respect … the products, ideas or services.
5) Many people usually buy … a company they think highly of.
6) To create a high demand … a product, manufacturers use different strategies.
7) Various promotional strategies are used … different stages of product lifecycle.
8) The task of any company is to persuade potential customers to buy their product … their rivals.
9) At the decline stage the strategy of reminding people … the product is very popular.
10) Positioning focuses … specific market segments.
4.Give the English equivalents for the following word-combinations.
Установленное финансирующее лицо или организация, конкурирующая продукция, двигатель прогресса, стимулировать неоправданные расходы, независимо от торговой марки, компьютерная лихорадка, средства теле- радиовещания, быть своевременным, высоко оценивать, территориально избирательный, зрительный аспект, получать заказы и
запросы безотлагательно, незапрошенная реклама,доставляемая по почте, неоновая реклама, не вписываться в окружающую среду, реклама «из уст в уста».
5.Complete the following table with suitable forms of the related words.
| noun | person | verb | adjective |
| advertise | |||
| promotion | |||
| product | |||
| personal | |||
| presentation | |||
| purchase | |||
| publicity | |||
| persuasive | |||
| consumer | |||
| trade | |||
| selective | |||
| commercial | |||
6.Fill in the gaps with the most appropriate variant according to the text.
1) The word ‘non-personal’distinguishes advertising from … .
a) public relations b) personal selling c) sales promotion
2) The development of the … has changed the business environment forever.
a) world wide web b) institutional advertising c) product advertising
3) Advertising takes … position in a promotion mix.
a) important b) general c) dominant
4) Broadcast media include … and radio.
a) direct mail b) television c) the Internet
5) Newspapers are effective in reaching … market.
a) local b) product c) target
6) The advantage of magazines is … .
a) flexibility b) a longer life c) timeliness
7) Some characteristics of television limit its … .
a) effectiveness b) popularity c) flexibility
8) Radio is a relatively … way of reaching people.
a) efficient b) expensive c) inexpensive
9) The purpose of direct mail is to get … from customers.
a) orders b) letters c) postcards
10) Outdoor advertising is also called … advertising.
a) posters b) billboard c) transit
7.Match the following words from the text with their synonyms and antonyms from the box:
public, improve, include, particular, profit, negative, useful, properly, effectiveness, purchase, customers, personal.
| mutual income dealers concrete sell involve ineffectiveness perfect improperly social useless private positive worsen helpful exclude unsatisfactory adequately general efficiency loss buy consumers individual |
8.Find the words that go together according to the text.
1) public a) activities
2) annual b) media
3) civic c) tools
4) humanitarian d) conference
5) broadcast e) mix
6) promotional f) purchasing
7) news g) relations
8) promotion h) distribution
9) consumer i) events
10) inadequate j) report
9.Make your own sentences with word combinations from the previous task
10.Put in the missing prepositions.
1) Publications are made to get publicity … a company.
2) Unfounded rumours that find their way … various publications destroy a company’s image.
3) Useful novelties remind customers … products.
4) Trade promotion informs merchants … promotional strategies.
5) Instructing retailers … is a part of trade promotion.
6) Many problems result … unsatisfactory work of producers.
7) The process of personal selling contributes … the mutual benefit of buyers and sellers.
8) Some dealers do not like to meet people face-to-face and prefer contacts … the telephone.
9) Many companies often rely … personal selling.
10) An insurance programme is sure to be successful if it is tailored … each individual or family.
Analysis and Discussion
Over to you
1. Cadbury is famous for its chocolate, Heinzis famous for its tomato soup. Which of these ways of promoting these products would be good? Add your own ideas.
- direct mail
- tasting of the products in supermarkets
- Internet advertising
- sponsorship of sports/cultural events
- coupons (pieces of paper showing a reduction that you can ask for when you buy smth)
2.Read the text and describe in English advantages of TV commercials.
Praising the TV commercial
Imagine for a moment you are the marketing and sales director of a large company. Achieving your sales targets is giving you sleepless nights. The company’s share price is under pressure, the board is getting nervous, City institutions are questioning the company’s investment policy.
How can you generate extra sales quickly and effectively through your consumer base, and expand your potential market?
The TV commercial seems to be a decision. It is a new and unique way of talking to consumers. Between popular programmes, you are given slots of time – anything up to 60 seconds. Within this spot you can say whatever you want in whatever form you like. You control the dialogue, presenting your product or service any way you wish.
Of course, the television commercial has been with us since 1955. Since its arrival, it has been one of the most, if not the most, effective creators of brands and wealth. So why is it that you can hardly pick up a marketing magazine without reading about the death of this medium?
Before you rush to the Internet, or search for some fashionable alternative media, look at these facts. The average adult in the UK watches more than 24 hours of TV every week, 60 per cent of children have a TV set in their bedrooms. One in four adults watch the soap opera Coronation Street, even more watch EastEnders. So why do you read that the likes of Cadbury, the chocolate manufacturer that sponsors Coronation Street, think most advertising is nothing but froth and are putting more money into programme sponsorship? Why did we read that Heinz was pulling out of TV advertising ( it has since gone back)?
Could it be that as the medium has become more competitive some companies have found it harder to create advertising that works? The medium is not a guarantee of success. It has to be used imaginatively. Perhaps this is the heart of the problem – it is just that some companies find this process difficult to manage.
3.Read the texts and render them in English.