Раздел 3. Введение в профессиональную коммуникацию
Тема 5. Promotional Tools
Цель темы - ознакомить обучаемых с одним из разделов бизнес-курса “инструменты продвижения” как неотъемлемой и необходимой частью успешного развития бизнеса. В результате изучения данной темы обучаемые должны: • Знать что такое “инструмент продвижения”, цели рекламирования товаров и услуг, виды рекламы, современные тенденции в рекламе, грамматические и лексические единицы, необходимые в различных дискуссиях по данной теме. • Уметь определить вид рекламы, цели рекламы, оценить способы достижения этих целей. • Быть ознакомлены с “инструментами” рекламы, с краткой информацией о деятельности рекламных агентств, с влиянием рекламы на людей. |
Оглавление
Promotional Tools. 1
The types of advertising. 1
The goal of advertising. 2
Advertising agencies and new trends in advertising. 3
Test yourself 4
Библиография. 4
Рассмотрению подлежат следующие вопросы:
· Что такое “инструменты продвижения” (рекламирования)
· Виды рекламы
· Цели рекламы
· Влияние рекламы
· Рекламные агентства
· Новые тенденции в рекламе
Promotional Tools
Promotional Tools – are the methods which have the only aim: to promote services or goods, make them known to a wide audience. One of the most widely-used methods of promoting goods is advertising. It is one of many ways in which manufacturers persuade customers to buy their products. It has become the greatest art form of the 20-th century; it is a big part of the modern culture.
The types of advertising
Advertising can be classified from different viewpoints: what is advertised (the object of advertising) and where the object is advertised (the means).
Depending on the object, advertising can be product and corporate advertising:
· Product advertising has the aim to increase sales by making a product or service known to a wide audience, and by emphasizing its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target.
· Corporate advertising is concerned with the brand image, or picture, a company wants to present to the public.
Depending on the means of advertising, it can be: TV, cinema, radio, press, outdoor advertising, the Internet, word-of-mouth advertising, direct mail etc.
• TV advertising is the most glamorous, but the most expensive means of advertising.
• Product placement is when a product appears in films and is used by the film’s characters.
• Point-of-sale displays are designed to prevent last minute changes of mind about what brand to buy.
• Outdoor advertising: hoardings (Br E, billboards – Am E), transport and “street furniture’’ – is a characteristic part of the urban landscape. It is one of the fastest-growing segments, having doubled its market share in recent years. It’s the last true mass-market medium as TV advertising, but compared to TV slot it is much cheaper.
• Internet advertising is becoming more and more popular, though the types mentioned above still keep the leading role.
• Word-of-mouth is one of the means of advertising, when friends and colleagues act as the most reliable sources of information. This form of advertising is usually free. It almost can’t be influenced by product manufacturers.
• Direct mail uses mail to send advertising messages to definite audience. It is a more targeted way of advertising.
The goal of advertising
The ultimate goal of advertising is to persuade people to buy certain goods or services. To achieve this goal advertising uses the language and pictures to make us believe that we should be ashamed of ourselves for not buying a certain product for our families or ourselves. They play on our feelings, emotions and especially our wish to be up-to-date and knowledgeable.
In today’s world people are bombarded with advertising. If people are constantly told why they should choose that brand rather than another one, they remember that. So when they are shopping and they see the product which was advertised, they will recollect it.
Successful advertising which achieves its goal should be planned and budgeted well. This should be done by experienced specialists in advertising agencies.
Advertising agencies and new trends in advertising
Nowadays a great number of advertising agencies deal with clients to promote their products. The core activities of advertising agencies are designing ads and media buying: buying slot on TV, space in the press etc. There are also auxiliary activities which are called below-the-line activities: pack design, corporate style design, market research and even strategic advice.
Today there is a trend for further diversification of advertising business, and there appear new specialized companies that deal only with the auxiliary activities mentioned above. It is becoming there main business, leaving agencies to concentrate on their core activity, creating advertisements.
No discussion can be held without using Grammar which is typical for different situations of communication that is one of the most important parts of advertising. Gerund and Infinitive are used in this topic.
• The agency’s penance has included making a substantial donation.
• We decided to retract the posters immediately.
There are some rules of using the/ a (an) in this topic. Some texts are offered to the students. There are no articles in it. Students should write them where appropriate.
There are some words and expressions which are used for describing this topic:
• subliminal advertising
• a bad influence on children
• directories
• exhibition
• press
• public transport
• billboards/hoardings
• posters
• word-of-mouth
• leaflets
• radio
• television
• commercials
• point-of-sale
• mail shots
• endorsement
• slogans
• sponsorship
• free samples
• target
• persuade
• launch
• research
• publicize
• social issues
Test yourself
1. What is “Promotional Tools”?
2. What is the main target of advertising?
3. Name some kinds of advertising.
4. What is “product advertising”?
5. What is “corporate advertising”?
6. What type of advertising is the most glamorous?
7. What type of advertising is a characteristic part of the urban landscape?
8. What place does the Internet advertising play on the advertising market?
9. How have advertising agencies changed in recent years?
10. What is the influence of advertising on people?
Библиография
1. Sue Robbins. First Insights into Business. Student’s Book. Pearson Education Limited, 2005.
2. Kevin Manton. First Insights into Business. Workbook. Pearson Education Limited, 2005.
3. David Cotton, David Falvey, Simon Kent. Market Leader, Pre-intermediate Business English. Course Book. Pearson Education Limited, 2005.
4. David Cotton, David Falvey, Simon Kent. Market Leader, Intermediate Business English. Course Book. Pearson Education Limited, 2005.
5. David Cotton, David Falvey, Simon Kent. Market Leader, Intermediate Business English. Practice File. Pearson Education Limited, 2005.
6. David Cotton, David Falvey, Simon Kent. Market Leader, Pre-intermediate Business English. Practice File. Pearson Education Limited, 2005.
7. Vicki Hollet. Business Opportunities. Oxford University press, 1995.
8. Longman Dictionary of Contemporary English. Pearson Education Limited, 2004.
9. Adrian Pilbeam. Market Leader. International Management. Pearson Education Limited, 2000.
