Promotion

Exercise 1. Read and learn the following words and word combinations:

promotion [prə'mou∫n] – просування товару;

to disseminate [di'semineit] – розповсюджувати, поширювати;

to vary['vεəri] – міняти; змінювати;

final outcome – кінцевий результат;

campaign – кампанія;

internal [in'tə:nl] records – внутрішні записи;

policy ['polisi]– курс, лінія поведінки;

procedure [prə'si:dʒə]– процедура;

to meet desire [di'zaiə]– задовольняти бажання;

pre-testing – попереднє випробування;

to assure [ə'∫uə]– запевняти;

to manage – керувати; управляти;

on behalf of [bi'hα:f] – від імені;

to be well trained – бути обізнаним; бути досвідченим;

genuine ['dʒenjuin]– справжній, істинний, дійсний;

return on investment – прибуток на інвестицію (чистий прибуток розділений на середній показник інвестицій);

home improvements – побутові зручності (в будинку, квартирі);

margin ['mα:dʒin] – тут: ек. прибуток;

sales promotion – стимулювання збуту (реалізації товару);

to refer to – стосуватись;

apart from – не враховуючи; окрім;

deliberate [di'libərit] –зважений, обдуманий;

sustained [səs'teind]–тривалий;

mutual understanding – взаєморозуміння;

database – база даних;

to send out – надсилати; висилати;

to monitor – тут: відслідковувати, контролювати;

to renew – відновлювати;

awareness [ə'wεənis] - обізнаність, поінформованість;

to encourage [in'kΛrid ] a trial ['traiəl] – заохочувати спробу;

to transmit [trænz'mit]– передавати;

in order to – для того щоб;

to gain [gein] – одержувати, отримувати;

sponsorship ['sponsə∫ip] – фінансування;

cause [ko:z] – справа, привід, мотив;

attribute - символ, атрибут;

expenditure [iks'pendit∫ə] – видатки;

effectiveness [i'fektivnis] – ефективність;

above-the-line promotion – тут: просування товару вищого рівня;

below-the-line promotion – тут: просування товару нижчого рівня;

leaflet ['li:flit] – листівка, невелика брошура;

product placement - розміщення продукту;

endorsement [in'do:smənt] – підтримка;

merchandising ['mə:t∫(ə)ndaiziŋ] – торгівля, мерчендайзинг;

brochure ['brou∫juə] – брошура;

trade gift – торговий подарунок;

to call for – вимагати;

to motivate – спонукати, стимулювати, мотивувати;

coupon ['ku:pon] – купон, відривний талон;

special display [dis'plei] – особливий показ;

premium [¸pri:mjəm] – винагорода, плата, премія;

acceptance – схвалення, сприйняття;

brand equity ['ekwiti] – неупередженість (справедливість) бренду;

Exercise 2. Read and translate the text:

Promotion

Promotion includes all of the tools available to the marketer for “marketing communication”. Promotion involves disseminating information about a product, product line, brand, or company. Marketing communication has its own “promotion mix”, the basic ingredients being always the same. However, if you vary the amounts of one of the ingredients, the final outcome is different. You can integrate different aspects of the promotion mix to deliver a unique campaign.

The key to successful promotion is listening to consumer wants and needs and responding to those wants and needs. After an organization has listened to its public, studied its internal records, its policies and procedures structure to meet the desires of others, it is ready to promote. Pre-testing of promotional message helps to assure the organization that the message will be effective. The means a promotion manager uses to reach the public is called the promotion mix. The means of the promotion mix are:

• Personal selling – is an effective way to manage personal customer relationships. Sales people act on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

• Sales promotion is referred to all promotions apart from advertising, personal selling, and public relations.

• Public relations are defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.

• Direct mail is very high focused upon targeting consumers based upon database. The mail is sent out to the potential consumers and responses are carefully monitored.

• Trade fairs and exhibitions are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage a trial.

• Advertising is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market.

• Sponsorship is where an organization pays to be associated with a particular event, cause or image. The attributes of the event are then associated with the sponsoring organization.

A promotion mix is some combination of promotional tools (for example advertising, personal selling, public relations, publicity, sales promotion, a good product or service, word-of-mouth) that can be used to communicate with various public.

Most companies develop a fixed attitude towards promotional expenditure which is often unrelated to its effectiveness.

Promotion is generally sub-divided into two parts:

• above-the-line promotion – promotion in the media (e.g. TV, radio, newspaper, magazines, Internet, mobile phones, posters) in which the advertiser pays an advertising agency to place the advertisement (ad).

• below-the-line promotion (leaflets, sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, point of sale, catalogues, brochures, trade gift).

Above-the-line methods and below-the-line methods tend to be reflected in a long and short term effects on sales; above-the-line expenditure is in a long-term sales development and below-the-line is in short-term changes.

Each public calls for a separate mix. For example, consumers are usually most efficiently reached through advertising. Large organizations are best reached through personal selling. To motivate people to buy now rather than later, sales promotion efforts such as coupons, discounts, special displays, premiums and so on may be used.

A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive relationships, or creation of a corporate image.

Exercise 3. Answer the following questions:

1. What does promotion involve?

2. What is the key to successful promotion?

3. What is personal selling?

4. What is sales promotion?

5. What does a promotion mix mean?

6. How can you define public relations?

7. How is a promotion mix sub-divided?

8. What is the difference between the above-the-line method and below-the-line method?

9. How can you motivate people to buy now rather than later?

10. What are the objectives of a promotional plan?

Exercise 4. Give Ukrainian equivalents of the following:

above-the-line promotion, to encourage a trial, competitive relationships, mutual understanding, trade gift, deliberate effort, to respond to wants and needs, return on investment, to deliver a unique campaign, final outcome, to reach through advertising, to sub-divide, word-of-mouth, to communicate to various public, trade fairs, to maintain, product placement, short-term effect, margin, the key to successful promotion, to assure.

Exercise 5. Give English equivalents of the following:

збільшення продажу, звязки з громадськістю, об’єднувати, атрибут, витрати, ефективно досягати за допомогою реклами, створення корпоративного іміджу, комплекс просування, мотивувати людей, прийняття нового продукту, поділятися на, відривний талон, брошура, взаєморозуміння, безперервний процес, бути обізнаним, база даних, запевняти, відновлювати, відповідати цілям, створення неупередженого бренду, підтримка.

Exercise 6. Match and learn the synonyms:

A: to reach, to call for, gift, sponsorship, placement, sustained, apart from, genuine, to gain, to meet desires, cause;

B: to get, to achieve, financing, to satisfy wishes, location, matter, to demand, constant, real, present, besides.

Exercise 7. Match and learn the opposites:

A: available, well-trained, short-term, above, direct, related, internal, expenditures understanding, final, wide;

B: unrelated, unavailable, external, narrow, misunderstanding, untrained, long-term, earnings, initial, below, indirect.

Exercise 8. Complete the sentences using the proper words from the list below: