Comprehension

1. Say whether the following statements are true (T) or false (F). Explain your viewpoint.

1) There is no difference between PR and publicity.

2) Both large and small firms invest money in different cultural events.

3) Publicity uses a variety of forms.

4) Negative publicity plays a positive role in PR.

5) Promotion and sales promotion are considered to be synonymous.

6) Sales promotion is important because it encourages people to buy goods.

7) Customers are often given different trifles such as calendars, key-rings and so on to remember the brand’s name.

8) Unsatisfactory work of producers and dealers can be improved with the help of sales

promotion.

9) Both buyers and sellers get advantages from personal selling.

10) Insurance companies avoid using personal selling.

2. Give characteristics of each promotional tool.

Language study

1. 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

2. 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

3. Make your own sentences with word combinations from the previous task

4. 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.

PRACTICE SECTION

Over to you

1. Cadbury is famous for its chocolate, Heinz is 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.

Дата добавления: 2015-11-16