C) Find adjectives in the first two texts which mean the following

1. attracting your attention because it is easily remembered; 2. very noticeable; 3. amusing and enjoyable, easy to remember; 4. very bad, upsetting; 5. works well and produces the results you want; 6. able to make people do or believe something; 7. funny and clever; 8. not interesting or exciting; 9. imaginative, using completely new and different ideas; 10. unusual and exciting because it comes from a distant country.

Exercise 13 Read and translate the text.

Advertising and Promotion

Companies have to develop good products or services, price them attractively, and make them accessible to their target customers. But this is not enough: they also have to use various promotional tools to generate sales. Even a good, attractively priced product that clearly satisfies a need has to be made known to its target customers. The producer has to develop product or brand awareness i.e. inform potential customers (distributors, retailers) about the product’s existence, its features, its advantages, and so on. According to the well-known ‘Four Ps’ of the marketing mix (product, place, promotion and price), this is clearly a matter of promotion. There are four major promotional tools: sales promotions, public relations, personal selling and advertising.

Public relations (PR) is concerned with maintaining, improving or protecting the image of a company or product. The most important element of PR is publicity which (as opposed to advertising) is any mention of a company’s products that is not paid for, in any medium read, viewed or heard by a company’s potential customers. A lot of research has shown that people are more likely to believe publicity than advertising.

Sales promotions such as free samples, coupons, price reductions are designed to stimulate sales of a product, to strengthen brand loyalty among retailers or to gain entry to new markets.

Personal selling is the most expensive promotional tool, and is used sparingly. The majority of new product ideas come from customers via sales representatives.

Advertising is considered a synonym of marketing communications because it is the most important promotional tool using mass media. Advertising informs consumers about the existence and benefits of products and services, draws attention to the ‘unique selling points’(USP s) of products (these are the qualities that make a product different from competitors’ products), and persuades them to buy.

There exist many different forms of advertising, such as direct mail, billboards, newspapers and magazines, radio, television, and the Internet.The best form of advertising is the kind that generates the most business income proportional to the amount of money that can be spent. In this respect, word-of-mouth advertising costs the least: people just tell their friends about the benefits of products or services that they have purchased. Yet no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.

The world of outdoor advertising involves billboards, transport and ‘street furniture’ (e.g. bus shelters and public toilets). It is one of the fastest - growing segments, having doubled its market share in recent years.

New forms of advertising are emerging and they are overtaking traditional media because of a shift towards internet advertising. Companies are experimenting in new ways to reach customers via the World Wide Web, e.g. social network advertising on sites like Facebook.

A popular type of creative communication on television is the infomercial (information + commercial) or programme-length advertising. During an ‘informative programme’ a product is presented and demonstrated to the consumer, who is urged to order it by telephone.

These days, advertisers have come up with new ways of promoting their products. For example, product placement is now common. This is advertising in books, TV programmes or films where a character, preferably played by a famous actor, uses a particular product. For example, Tom Cruise’s character in the movie “ Minority Report” had a computer with the Nokia logo on it, and his watch was clearly made by Bulgari. James Bond movies are, in some respect, one long advert for vodka, watches and cars. Twenty companies will see their products in the new Bond film, having paid $70ml (₤44ml) for the privilege.

TV commercials are a very effective medium for advertisers, though these are very expensive. If an organization wants to have a 30-second TV advert during the annual Super-bowl game in the United States, they have to pay about 2.5 $ million.

Perhaps the most interesting development is the use of famous personalities to endorsea product. The basketball player, Michael Jordan, endorsed Nike products and wore them while playing. David Beckham, the footballer, endorsed Police sunglasses. Endorsements, even though very expensive, certainly increase a product’s sales.

But, of couse, a large variety of other communications instruments exist, for example, sponsorship, point-of-purchase communications (such as displays within the shop), exhibitions and trade fairs, direct marketing (direct mailings, telemarketing), e-communications (the internet, e-commerce, mobile marketing, interactive digital television).

Exercise 14 Answer the following questions:

1. What is promotion? Why is it an integral part of ‘four Ps’ marketing formula? 2. Explain the concept of USPs. 3. What are the main promotional tools? 4. How is personal selling used? 5. Why do companies have PR managers? 6. What are the main goals of advertising? 7. What is the best form of advertising? 8. What innovations have appeared recently in the world of advertising? 9. Is product placement popular in our books and films? Can you give any examples? 10. Do you like social network advertising? Why? 11. How can product placement or endorsement influence your decision to buy? 12. Explain the AIDA formula.

Exercise 15 Read the text again and find definitions to the following notions.

1. Promotion. 2. Public relations. 3. Publicity. 4. Sales promotions. 5. Personal selling. 6. Advertising. 7. Endorsement. 8. Product placement.9. Commercial. 10. USP. 11. Institutional advertising. 12. Brand awareness.

Exercise 16 There exist different types of discounts which are an effective mechanism of promotion. Match the discounts below to their definitions.

Are all of these discounts offered in your country? What discounts have you ever used? How do they help companies reach their goals?

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