III. Some marketing terms

Date: 2015-10-07; view: 566.

II. Complete the stages in the advertising campaign for the marmalade.

- Andrew Pound's team got an order for the advertising campaign for Frank Cooper's marmalade from the manufacturer.

- They conducted……. to find out who ….

- They decided to work together with ….. because….

- They got a very good match between….. and …….

- The sales …..

- The campaign was very …. because….

The terms advertising, promotion, public relations and publicity and sales are often used interchangeably (взаимозаменяемо). However, they refer (относятся)to different though similar activities.

What is advertising?

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is typically done with signs, posters, billboards, commercials, direct mail or e-mail messages, etc.

What is promotion?

Promotion keeps the product in the minds of the customers and helps stimulate demand for the product. Promotion involves ongoing (постоянный, текущий)advertising and publicity (mention (упоминание) in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotion.

What is public relations?

Public relations includes ongoing activities to ensure (гарантировать, обеспечить) the company has a strong image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted (проводить, осуществлять) through the media, that is, newspapers, television, magazines, etc.

What is publicity?

Publicity is mention in the media. Organizations usually have little control over the message (сообщение)in the media. Reporters and writers decide what will be said.

What is sales?

Sales involvesinforming the potential buyers about features and benefits of the product or service and coming to agreement on pricing.

An example of the definitions.

Use the right definition in the following example from the Reader's Digest:

“…if the circus is coming to town and you paint a sign saying «Circus Coming to the City Saturday», that's…….. If you put the sign on the back of an elephant and walk it into town, that's…….. If the elephant walks through the mayor's flower bed, that's…….. And if you get the mayor to laugh about it, that's………. And if the town's citizens go to the circus and they spend a lot of money at the circus, that's…….”