VI. Answer the following questions:

1. How does the process of product evaluation go?

2. According to Don Sheelen, what skills and knowledge one needs to be a professional in public relations practice? Which ones do you consider to be irrelevant?

3. What is a spin?

4. What is the difference between Public relations and publicity?

5. What role does demography play in PR?

7. Fill in the table with the suitable words and expressions to describe all possible pros and cons for each mean of Mass Media:

	Newspapers	Radio	Magazines and journals	Outdoor advertising	Television
Advantages
Disadvantages

Short life span, may be expensive, relative to other media, hasty reading, long lead time, hard to target customer, requires production specialists, brevity of the message, temporary nature of message, high mortality rate for commercials, repetition, visual and audio capabilities, flexibility in getting attention of consumer, reader control of exposure, audio capacity, fragmented and inflexible, selectivity for demographic and geographic segments, repetition of exposure to customers, quick communication of simple ideas, ability to promote products, available for sale nearby, lasts as long as magazine is kept, merchandising service, high in quality reproduction, prestigious advertisement, credibility of magazine is high, low cost, poor reproduction, impact, mass coverage, short exposure time, lack of creativity, community prestige, often limited control over location of advertisement, coordination with national advertising, intense coverage, extra services, temporary nature of message, evidence of public distrust, don’t have visual capacity, short lead time.

7. Match the words with their definitions.

1. Press and Public Relations (PR)

2. Brochures, leaflets and printed material

3. Door-to-door leaflet drops

4. Display advertising

5. Directories

6. Web-sites, e-broadcasting

7. Direct mail

8. Local radio, TV

9. Guide books, handbooks and newsletters

10. Open days and exhibitions

1. can be used for a variety of purposes, and can be distributed in different ways. Your local printer will give you an indication of cost.

2. you actually get to talk to your potential customers, but there's a limit to how many people you can target and costs can be big.

3. publishing your own information material is potentially very effective, and costs can be reduced by selling advertising space to other interested organisations.

4. taking an ad in the editorial sections of magazines or newspapers. If you want a direct response, feature a coupon of some kind. Otherwise display advertising is mostly about image-building and creating awareness.

5. can be very effective, but good response relies on a good list and excellent execution. Better than 5% response is very good; less than 1% is more common.Loose and bound inserts - inserted into newspapers, magazines, programmes, etc. You have to produce the materials yourself and then pay for them to be inserted.

6. you get a free Yellow Pages entry under a single classification. Display adverts cost more.

7. often underrated: can be very effective and generally costs nothing more than the time to manage it.

8. expensive and challenging to create, but any people think this is the future of all advertising and customer communications

9. you pay to produce the materials and then to have them delivered. Can be roughly targeted at different postcodes.

10. although getting cheaper all the time, cost and difficulty of accurate targeting can make this hard to justify.

Listening

1. You are going to hear a short programme which deals with consumers' affairs. As you listen:

a) Complete the table below which summarises the programme's contents. Put x where information is not available or not applicable. You may put more than one letter in a box. Use the key below.

ITEM	1	2	3
COMPLAINT	Mrs Stewart	Mrs Bowen	Mr Walters
FROM
CONSUMER	MO
AREA*
GOODS	pushchairs etc.	suit	stamps
CONCERNED
PROBLEM**		g
AMOUNT PAID

Key

*Consumer area	**Problem
Retail  R Mail Order — MO Service S	Retail and Mail Order a) goods not received; b) goods not satisfactory; c) goods damaged on delivery; d) goods sent unsolicited; e) other;	Service f) goods lost; g) goods damaged; h) service unsatisfactory; i) service overpriced; j) other.

b) Choose the best variant:

1. Mrs. Stewart wasn't satisfied with the pushchair when she received it because it

a) was more difficult to assemble than she'd expected;

b) wasn't as properly constructed as she'd expected;

c) was cheaper than the one she ordered;

d) was smaller than the one she ordered.

2. Mrs. Stewart ordered extra goods in order to

a) show them to potential customers;

b) open up a shop of her own;

c) obtain a special discount for bulk orders;

d) supply them to customers at a profit.

3. An investigation is now being made by

a) the newspaper where the advert appeared;

b) the Post Office;

c) the police;

d) the programme itself.

4. Mrs. Bowen's complaint is that her son's suit

a) is now too tight for him;

b) is now too shabby to wear;

c) has been discoloured;

d) has been destroyed.

5. Jack, the programme's adviser, feels that responsibility lies with

a) the dry cleaners;

b) the manufacturers;

c) both the cleaners and manufacturers;

d) the consumer herself.

6. Mr. Walters returned the package because

a) there had been such a delay in its delivery;

b) he didn't think the stamps were worth the money;

c) he didn't want to join a stamp club;

d) he knew he hadn't ordered it.

7. The letter he received threatened to

a) inform his employer's of his debt;

b) damage his credit-worthiness;

c) make him bankrupt;

d) retrieve the money from him at home or at work.

Speaking

All these notes represent advertising 'gimmicks'  offers or incentives which catch your attention and encourage you to buy a product.

W ould you be influenced by any of them? Why/Why not? What other examples of gimmicks can you think of?

Writing

Try to answer the following questions:

What are the arguments for and against modern advertising methods? Does advertising policy exist in our country? Are there any controls which you think should be imposed on advertisers? Name the most successful advertising campaigns in our country. (About 300 words)