Lesson 2
Communication Focus
Task 12. Hand in your reports and advertisements written as a home assignment after the last class on Unit 3 to your teacher for checking and grading.
Your teacher will hand out your reports and advertisements written by you as a home assignment on the next lesson, checked and commented on by him/her. After you look through the comments made by the teacher on your own reports and advertisements, ask him/her questions if you do not quite understand or have doubts about some comments.
Task 13. It is always easier to learn from example, so today we will listen and talk about a particular publishing company Bookpal.
Watch the video 2 times and fill in the missing gaps. In the text the words are sometimes paraphrased, so listen attentively. Look at the text before you listen and guess what kind of information you are going to listen to (You have 10 minutes for the entire task).
Bookpal Australia Ltd.
Do you want to get your book published? Most publishers nowadays only accept 1) __________________. So there are practically no chances of you getting published. The good news is there is an alternative. That 2)_____________ is “Self-publishing”. Now self-publishing is not a bed of roses either. The whole publishing process is so complicated, it will cause you 3) __________________.
That’s why you need Bookpal, we provide you with an easy, one stop place to get tour book published. All you have to do is 4)______________________… and Voila! We do all the hard work to make you a published author! I will explain the 5) ________________ that make Bookpal different…
Firstly, Bookpal has the widest 6) ___________________ out of any self-publishing company in the world!
Secondly, because publishing a book can be a daunting task, you will have a 7)___________________ guide you through the publishing process.
Thirdly, Bookpal is the only self-publishing company in the world that can offer to our unique “Guaranteed Amazon Bestseller” service.
Finally, Bookpal has something none of our competitors’ even dare think about… we have a Money Back Guarantee 8) ________________. Any time before your book gets approved by you to go to print, if you feel we have not kept any of our promises, you will be entitled to a 9) _____________________, depending on the service you have chosen. To date, we have less than a 1,5% refund rate… which goes to show the 10) _______________.
Task 14. You have heard that the distribution network of Bookpal covers over 27,000 bookstores across different countries. Name as many countries as possible that were mentioned on the tape (You have 5 minutes for the task).
Task 15. Having watched the video you find out some information about “BookPal” company. Look at the advertisement below that was put on the billboard. Do you think that such a marketing strategy is good for the company taking into consideration the information that you know about this company from the video? Explain your answer. (You have 5 minutes for the task)
Task 16. Look at the following advertisements of four different publishing companies. Analyse the ad in terms of brand equity and possible persuasion and other concepts touched upon in the textbook. Imagine that you are looking for services of a publishing company. Which one would you choose? Why? (You have 5 minutes for this task).
Bookpal (Australian publishing Company)
York Publishing Services Ltd.
“Interga”
Macmillan Publishing Group
Task 17. A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.
Look at logos of different publishing companies. Give your understanding of each of them. Why do you think they have chosen such logos. Guess what kind of literature they publish as well as their target audience (You have 5 minutes for this task).
A B C D
Task 18. Imagine that you work as a trainee at the marketing department of a publishing group. They are going to open a new company in Australia that will publish magazines, books, leaflets and other materials for baking industry. All the trainees are given the task to create this new company’s logo. So, it’s your chance to become a permanent employee! (You have 5 minutes for this task).
Task 19. Role-play. Work in groups of three or four. A publishing company «Nova knyga» is facing some problems connected with the clients' number fall. So they decided to hire a marketing company to help them to attract more clients and to increase the number of sales (sales level). The marketing company they hired made the following suggestions in this situation.
Identify a target market whose needs are not currently being met, not being satisfactory or even recognized.
Think about or find competitive offerings of other publishing companies. You may «borrow» some ideas from them.
Actionable solution: reduce you prices, offer some discounts, complete orders in shorter times.
Which suggestions do you think are reasonable? Which are not? Why? Think of any other suggestions you can come up with (You have 15 minutes for this task).
Task 20. Let’s check your home assignment Tasks 1-5 from the Workbook.
Task 21. Role play. Work in groups of four-five. Imagine that you are a small marketing team that is searching for a new job offer. A small Russian company that offers individually designed paper production from very famous designers is now looking for a marketing team to work out a new advertising campaign for them in Ukraine. This firm is choosing between the two teams. So, let the best win! Your task is to decide which methods of advertising your team would choose and why? Don't forget about the budget of the company. After 5 minutes of discussion (After a five-minutes’ discussion) one member of each marketing team will give a short presentation. Presenters should be asked additional questions by the students of the opposite team and representatives of the Russian company when their presentations are over (You have 15 minutes for this task).
Home task.
Project work. Work in pairs of three or four. Imagine that you and your friend opened a partnership company. As a new company, your profits are not very high. So you haven't got a marketing department. Discuss in pairs how to conduct a market research for your company. Choose a certain product or service to focus the research on. What techniques will you use to do the research? Why? Which questions will you ask? Write questions for the interviews or questionnaires. (For instance, if you are a book publishing company, you should find out which kinds of books most people read.) You should also think about the form of a questionnaire delivery: distribution, mailing, e-mailing. Exchange questionnaires with the other group and answer the questions. For the next class you and your partners should look through the answers to your questions and make a market research report. Present it in front of the class. For making the market research report you should find the information about it in the Internet and use one as an example.
Internet search. At home find the information about publishing companies whose logos you can find in Task 17. Were you right about these companies’ activities?
Do Tasks 6-9 from your Workbook.