Exercise 18 Read the dialogue and choose the correct answer

A: OK, let’s brainstorm how we’re going to promote / endorse this product.

B: Well, we could get a famous celebrity like David Beckham to endorse it.

A: I think that would be much too expensive. Commercial / Sponsorship of a TV programme would also cost a lot. And a TV logo / commercial is out for the same reason. I’ve seen some great TV shots which are visually beautiful and really eye-catching / shocking, often set in romantic or dull / exotic locations. But I don’t think they’ve been very effective / witty as people can’t remember the product they’re advertising.

B: I agree, but we don’t want something catchy / dull and boring. How about advertising on the radio – would the budget run to that?

A: Yes, we could stretch to that.

B: And would you like something witty and eye-catching / catchy?

A: Maybe. I want something new and dull / original. But most importantly, it must be persuasive / misleading. It must get people to buy the product.

Exercise 19 Project: Promotional strategies.

a) Divide into two groups. Each team is responsible for promoting one of the following:

Decide exactly what your product is, what is special about it, and which tools you would use to promote it. Imagine that you have a generous budget, and are thus able to employ several different tactics.

b) You are in charge of starting ad campaign to promote a new product. Write an advert for the product, based on the information above. Decide on your target market and how to make your product sound attractive. Try using the approach suggested underneath.

1. Target market Who do you want to sell this product to? Think of at least five things about the kind of person who will buy them. (e.g. Age? Sex? Income? Social class? Interests?)

2. Image Decide what kind of image you want to give to the product. Choose two adjectives to describe it and then think of a picture and a headline which will communicate this image immediately.

3. Create a need Think of the needs that this product will meet. Begin the advert with questions like: Have you ever wanted...? Are you looking for...? Have you ever tried...?

4. Features and benefits Give at least five benefits of the product.

5. The call to action End your advert by asking the reader to take some action. Here are a few ideas:

For more information, write to this address...

Visit ExpoRail, Hall 9 – Booth Nr.A128, 16-18 October 2015.

Buy it now, before it’s too late.

Exercise 20 The text below contains several recommendations for giving effective presentations. Match the seven points below to the right paragraph.

1. Choose visuals to support the presentation.

2. Have a simple, clear structure.

3. Show enthusiasm.

4. Use Power Point.

5. Making informal presentations.

6. Dealing with nerves.

7. Considering the purpose and the audience.

a The key to a successful oral presentation is to keep things simple. I try to stick to three points. I give an overview of the points, present them to the audience, and summarize them at the end.

b My purpose or desired outcome, the type of audience, and the message dictate the formality of the presentation, the kind of visuals, the number of anecdotes, and the jokes or examples that I use. Most of my presentations are designed to sell, to explain, or to motivate. When I plan the presentation, I think about the audience. Are they professionals or nonprofessionals? Purchasers or sellers? Providers or users? Internal or external? My purpose and the audience mix determine the tone and focus of the presentation.

с When I make a presentation, I use the visuals as the outline. I will not use notes. I like to select the kind of visual that not only best supports the message but also best fits the audience and the physical location. PowerPoint, slides, overhead transparencies, and flip charts are the four main kinds of visuals I use.

d PowerPoint and slide presentations work well when I am selling a product or an idea to large groups (15 people or more). In this format, I like to use examples and graphs and tables to support my message in a general way.

e In small presentations, including one-on-ones and presentations where the audience is part of the actual process, I like transparencies or flip charts. They allow me to be more informal.

f I get very, very nervous when I speak in public. I handle my nervousness by just trying to look as if, instead of talking to so many people, I’m walking in and talking to a single person. I don’t like to speak behind lecterns. Instead, I like to get out and just be open and portray that openness: “I’m here to tell you a story.”

g I try very hard for people to enjoy my presentations by showing enthusiasm on the subject and by being sincere. I try not to use a hard sell – I just try to report or to explain. In addition, it helps that I am speaking about something that I very strongly believe in and something that I really, really enjoy doing.

Luis E. Lamela, February 11,1997 From Business and Administrative Communication by Kitty Locker, Irwin McGraw-H

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