II. Say what the following refer to in the text of the article under the headlines:

Public relations planning in the marketing mix

This …(para 1, line 4)

Marketing integration

…it…(para 1, line 2)

…it…(para 2, line 2)

…it… ( para 6, line 7)

Campaign development

…it…(para 2, line 7)

Product launches

…it… (para 5, line 6)

III. Match the following definitions with the word-combinations below.

occasion when someone famous says in an advertisement that they like a product	provide market research
amount of space that is available for publishing something such as an article or advertisement	editorial
newspaper article in which the editor gives their opinion on an issue in the news	client concern
news about something on television or radio or in the newspapers in which the editor gives their opinion on an issue	endorsement
process of managing the opinion which people have about how good or bad someone or something is	management of reputation
express thoughts, feelings, or information to someone else	launch a new product
something that large companies plan to achieve in business	dipstick research
ability of an organization to be more successful than others	corporate profile
communication that consists of comments that people make to each other in an informal way	media space
customer’s feeling of worry about an important issue	brief
support that a person buying goods or services always gives to a company because of the feeling of confidence towards it	communicate
ability to keep consumers from leaving a company	corporate objectives
express the main idea that you want people to understand, believe, or remember	form an integral part of the management function
use a lot of advertisements and other publicity to influence or interest people	straw poll
constitute an essential aspect of controlling activity	customer loyalty
get control of those who influence the attitude people have towards something	newsworthy
make the conditions in which people carry on a trade activity	company’s competitiveness
start selling a new product to the public	recruit consumers to the brand
get customers to buy production of a certain company	create a market environment
interesting or important enough to be included in the news report	word of mouth
official instructions to do a job, saying how it should be done	harness opinion formers
situation in which you ask in an informal way for people’s opinions about something	customer retention
improve contacts inside and outside the company	seamless effect
public image of an organization	steer public opinion
make available the detailed study of trade in order to discover new facts	hype
someone who buys and uses goods and services chosen without any particular method	editorial coverage
gauging	discrete audiences
separate groups of people	shape a message
appearance or reaction that is produced deliberately but very smoothly influence people’s attitude	random consumer enhance internal and external relationships