VOCABULARY DEVELOPMENT
Date: 2015-10-07; view: 377.
PROMOTIONAL TOOLS
UNIT 5
| Learning objectives By the end of the unit you will be able to: · use the notions of promotion, advertising, public relations, personal selling, sales promotion · write your own advertisement of a product or service · describe trends and graphs on promotional tools · choose the most appropriate tools in particular business situations |
1. 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 | |||
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
inadequate j) report
3. Make your own sentences with word combinations from the previous task
4. 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.
5. Fill in the gaps with the word-combinations.
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.
6. 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.
7.Fill in the gaps with the most appropriate variant.
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
8.Match the following words 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 |
9. Match the English words from the boxes and the following word-combinations.
Óñòàíîâëåííîå ôèíàíñèðóþùåå ëèöî èëè îðãàíèçàöèÿ, êîíêóðèðóþùàÿ ïðîäóêöèÿ, äâèãàòåëü ïðîãðåññà, ñòèìóëèðîâàòü íåîïðàâäàííûå ðàñõîäû, íåçàâèñèìî îò òîðãîâîé ìàðêè, êîìïüþòåðíàÿ ëèõîðàäêà, ñðåäñòâà òåëå- ðàäèîâåùàíèÿ, áûòü ñâîåâðåìåííûì, âûñîêî îöåíèâàòü, òåððèòîðèàëüíî èçáèðàòåëüíûé, çðèòåëüíûé àñïåêò, ïîëó÷àòü çàêàçû è
çàïðîñû áåçîòëàãàòåëüíî, íåçàïðîøåííàÿ ðåêëàìà,äîñòàâëÿåìàÿ ïî ïî÷òå, íåîíîâàÿ ðåêëàìà, íå âïèñûâàòüñÿ â îêðóæàþùóþ ñðåäó, ðåêëàìà «èç óñò â óñòà».
| dot com fever, broadcast media, engine of prosperity, encourage waste, competing products, rank high , without regard to brand , be timely, identified sponsor, demographically selective |
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.
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