Promotional tools and advertising Reading 1

Key terms

1d; 2f; 3e; 4g; 5c; 6h; 7b; 8i; 9a

Text 5.1

Comprehension

Ex.3

1 T; 2 F; 3 F;4 T; 5 T; 6 F; 7 T; 8 T

Language study

Ex.1

законный инструмент, товар по привлекательной цене, знакомство с торговой маркой, завоевать одобрение, краткосрочные стимулы, разумное соотношение компонентов, идти в обход других стратегий продвижения, гарантии возврата товара, возмещение и обратная выплата наличными, бесплатная дегустация

Ex.2

1. the ultimate objective

2. target customers

3. product life cycle

4. the value of a product

5. implement; promotional strategies

6. building up consumer demand for

7. to encourage loyalty

8. persuasive tactics

Ex.3

1 with; 2 of; 3 according to; 4 with respect to; 5 from; 6 for; 7 at; 8 over; 9 of; 10 on

Reading 2

Vocabulary tasks

Ex.2

1 g; 2 f; 3 e; 4 b; 5 d; 6 a; 7 c

Key terms

1 g; 2 e; 3 I; 4 a; 5 h; 6 b; 7 f; 8 d; 9 c

Think ahead

1. setting the objectives

2. drawing up a budget

3. the appeal

4. the choice of means of information distribution

5. assessments of the results

Language study

Ex.1

identified sponsor, competing products, engine of prosperity, encourage waste, without regard to brand, dot com fever, broadcast media, be timely, rank high, demographically selective

Practice section

Critical thinking

Suggested answers

2. This advertisement would be unsuitable for cultures in which people read from right to left, since the message conveyed would be the opposite of what was intended. A similar advertisement produced by Lucky Goldstar showed a rice bowl on the left-hand side of the page, and a satellite on the right.

3. The advertiser of the deodorant ‘Impulse’ made different advertisements for different markets. While in some cultures the woman could be shown semi-naked, in others she was shown fully clothed. In some versions of the advertisement the man bought the flowers from the market, since otherwise, taking the flowers from the restaurant, however impulsively, would be seen as stealing. In some of the different versions, the couple did not look at each other directly, and the woman left by herself.

Ex.2

noun	person	verb	adjective
advertising advertisement	advertiser	advertise	advertised
promotion	promoter	promote	promoted
product, production	producer	produce	produced personal
person	person	personalise	personal
presentation	presenter	present	presenting, presented
purchase	purchaser	purchase	purchasing
publicity		publicise	public
persuasion	persuader	persuade	persuasive
consumption	consumer	consume	consumed, consuming
trade	trader	trade	traded, trading
selection	selectioner	select	selective, selected selecting
commerce commercial		commercialize	commercial
mail		mail	mailed, mailing

Ex.3

1 personal selling; 2 world wide web; 3 dominant; 4 television; 5 target; 6 a longer life ;7 effectiveness; 8 inexpensive; 9 orders; 10 billboard