What is the best advertising medium?

There is no simple answer to this question. Effectiveness depends on how well the medium fits with the rest of a marketing strategy.

Following are a few paragraphs explaining various advertising methods.

Television is a useful tactic for reaching a large audience with an effective visual message. TV’s two drawbacks are that it’s difficult to target an audience and it’s expensive.

Radio ads have the advantage of being less expensive than TV ads. But a message on radio lacks TV’s visual image and is not an effective medium for introducing a new message.

Newspaper ads have a big advantage over radio and TV ads because they provide the reader with a reference source.

Yellow Pages and product directories are tools customers utilize when they are looking for a product or service. Typically customers looking at Yellow Pages are excellent sales prospects.

Magazine ads are the best tactic for targeting an audience. Many magazines serve only special-interest groups – such as chemical engineering, electrical wholesaling, farming and the defense market. Magazine ads are effective for a long time. Customers might refer back to the ad for over a year as a reference source.

Perhaps the most specific medium is direct-mail advertising – selling directly to customers via their mailboxes. The method involves sending a specific message to a carefully selected list of names. Some firms specialize in providing computer mailing lists – ranging from hundreds to millions of names.

Card packs are becoming a popular advertising medium. A card pack contains postcards from 35 to 100 different companies which are targeted at an identifiable customer, such as a new business owner.

8.4.1 Translate the following words and word-groups into Russian:

• customer; target customers; specific target customers; ads must reach specific target customers.

• effective; effective promotion; effective medium; effectiveness.

• media; medium; the medium fits; how well the medium fits; how well the medium fits with the rest of a marketing strategy.

• advantage; a big advantage over the radio and TV; radio ads have the advantage of being less expensive; advantages and drawbacks.

• source; a reference source; refer back to the ads as a reference source.

8.4.2 Render the text in Russian

8.4.3 Comment on the following statements:

Newspaper ads provide the reader with a reference source.

Typically customers looking at Yellow Pages are excellent sales prospects.

8.4.4 Answer the wh-questions:

What is advertising?

What advertising methods are used in mass selling?

What are the advantages and drawbacks of TV, radio and newspaper ads?

What is the best tactic for targeting an audience? Why?

What is direct mail advertising?

What kind of advertising medium is becoming popular?

8.4.5 Work in pairs. (Discuss various advertising methods with your fellow-student using Exhibit 13)

8.5 Text C. Public Relations. (Read the text and say whether it gives the definition of PR)

Public Relations, or PR, is one of the most effective ways of communicating your message. PR can be as valuable for a small retail business as it is for a major corporation.

There are two types of public relations you should consider: short one- or two-paragraph fill-ins, and major stories. A short release with “FOR IMMEDIATE RELEASE” at the top of the page can be sent to local newspapers with an announcement about your business.

For a major story, you need to first arrange a meeting with a local newspaper or magazine editor. Share an interesting fact about your business, such as how you started, what made you decide to go into business, unusual products you offer, or the unique layout of your store. Tell the editor about your ideas for a story and ask him or her if the story might be of interest.

Another way of using PR is to sponsor events or give away door prizes at local

fundraisers. McDonald’s sponsors golf classics, all-star high school basketball games, and Ronald McDonald houses.

8.5.1 a) Discussion questions:

Can you give the definition of PR judging by the text?

What ways of using PR are mentioned in the text?

Do you think PR can be really valuable for a small retail business?

2. Compare your definition of PR with the one given in the Glossary.

8.5.2 Compose 3 special questions to the text

8.5.3 Speak on the main points of the three texts of the unit

8.5.4 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 promotion; 2 sample; 3 PR; 4 to develop; 5 trial; 6 advertising; 7 communication; 8 sales promotion; 9 employee; 10 behavior; 11 contest; 12 directory; 13 attitude; 14 direct mail ads; 15 personal selling.

1 реклама; 2 развивать; 3 стимулирование сбыта; 4 служащий; 5 отношение; 6 конкурс; 7 поведение; 8 выставка; 9 образец; 10 покупка; 11 личная продажа; 12 тотализатор; 13 почтовая реклама; 14 связи с общественностью; 15 покупатель; 16 связь; 17 испытание; 18 пакет карточек; 19 справочник; 20 содействие в продаже к-л товара.

9 Unit

The Problem Area of the Unit: Grammar:

What is Price? The Gerund

What pricing objectives does the pricing

policy depend on?

9.1 Pre-Text Exercises

9.1.1 Memorize the following words and word-groups from the texts of the unit:

price pricing pricing policy supply and demand pure marketplace rough measure value money's worth consumer preference to charge completion supporting service quality guarantee discount allowance dimension objective percentage of sales profit sales growth cost costs markup

- цена - ценообразование - ценовая политика - предложение и спрос - чистый - рынок (место; помещение) - приблизительный показатель - оценивать, ценность, стоимость -стоимость, выраженная в деньгах - потребительское предпочтение - назначать цену - завершение - услуга по поддержанию чего-либо - гарантия качества - скидка - зачет; скидка (с учетом чего-либо) - параметр - цель - процент от продажи - прибыль - рост объема - себестоимость - издержки; затраты - наценка

9.1.2 Read and translate the following words into Russian without using a dictionary:

basic; economic; extreme; economy; mixture; to produce; production; sector; to distribute. final

result; balance; coordination; activity; individual; institution; physical; guarantee; system. planner

9.1.3 Give the initial forms the following words are derived from

Model: choices - derived from "choice"

planned; economic; apparently; getting; various.

exchanged; thinking; specific; consciously; policies.

9.1.4 Pick out all the adjectives from the following list of the words:

kind; entirely; particular; market; through; possible; rapid; faster; specific; avoid; common.

9.1.5 Translate the following groups of nouns into Russian

Model: price - цена; list price - прейскурантная цена; guarantee - гарантия; quality guarantee - гарантия качества.

government planners; market price; dollar "votes"; production sector; consumption sector; consumer preference; channel members;

capital investment; price policies; dollar sales; sales growth; price structure; dollar amount; market forces.

9.1.6 The following sentences begin with an introductory phrase or clause followed by the main part of the sentence:

1. define the subject of the sentence;

b) rewrite the sentence by moving the introductory information to an appropriate position in the sentence. Translate the sentence into Russian

Model: In a pure market-directed economy consumers make a society's production decisions by making their choice in the marketplace. Consumers make a society's production decisions in a pure market-directed economy by making their choice in the marketplace.

Потребители принимают решения по производству общественных товаров в условиях идеальной рыночно-управляемой экономики, делая свой выбор этих товаров на рынке.

In a planned economic system government planners decide what and how much is to be produced.

No matter how great, a product won't be purchased unless customers can find it.

Instead of letting daily market forces decide their prices, most firms set their own prices.

While doing this the manager should be aware of legislation.

9.1.7 Make up sentences according to the model. Pay attention to the use of the Gerund

Model:

I suggest charging a higher price for the product.

Prompts: - the new package;

- transporting the cars;

- storaging the cars;

- training the sales staff;

- insurance on cars;

- a lawyer's advice;

- dry cleaning.

9.1.8 Translate the following sentences paying attention to the functions of the Gerund:

You must be careful about setting price.

Allowances are given to final consumers for doing something.

Marketing managers are responsible for making decisions in the firm.

Lowering a price below its minimum may be dangerous for the company.

Some customers pay list price without obtaining discounts.

Most retailers and wholesalers set prices by using a markup.

Marketing plays an important role in providing consumers with need-satisfying goods and services.

9.2 Text A. Price. (Read the text and do the assignments that follow)

There are two basic kinds of economic systems: planned systems and market-directed systems.

Actually, no economy is entirely planned or market-directed. Most are a mixture of the two extremes.

In a planned economic system government planners decide what and how much is to be produced and distributed by whom, when, and to whom. Prices are set by the government planners and tend to be very rigid - not changing according to supply and demand.

In a pure market-directed economy, consumers make a society's production decisions when they make their choices in the marketplace. They decide what is to be produced and by whom - through their dollar "votes".

Prices in the marketplace are a rough measure of how society values particular goods and services. If consumers are willing to pay the market prices, then apparently they feel they are getting at least their money's worth.

In a market-directed economic system the prices in both the production sector (for resources) and the consumption sector (for goods and services) vary according to consumer preferences. The result is a balance of supply and demand and the coordination of the economic activity of many individuals and institutions.

So, price is what is charged for something. The something can be a physical product in various stages of completion, with or without supporting services, with or without quality guarantees, and so on. Or it could be a "pure" service - dry cleaning, a lawyer's advice, or insurance on your car. Some customers pay list price. Others obtain large discounts or allowances because something is not provided. So, it should be clear that price is a measure of value and it has many dimensions.