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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
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3. What is the difference between primary research and secondary research?
4. What is qualitative data, and why is it important in PR?
5. How do interviews help PR teams gather qualitative data?
6. What is the purpose of using focus groups in primary research?
7. How do surveys collect quantitative data, and what types of questions might
they include?
8. What is sampling, and why is it important when conducting research?
9. How does a research proposal help guide a PR research project?
10. Why might a PR team use both primary and secondary research for a
campaign?
2. Write a word or phrase that is similar in meaning to the underlined part.
1. The study relied on information that has already been collected by other
sources.
_ e c _ _ _ a _ _ r _ _ _a _ c _
2. Organized collections of information or data that PR professionals use to
access a wide range of relevant sources, such as research reports, news articles, case
studies, and market analyses.
_ _ _ a b _ s _
3. The publicist listened to the opinions of the small number of people who are
a sample of particular public.
_ _ c u _ _ _ _ u p
4. The publicist created a written questionnaire in order to gather information.
s _ _ _ e _
Listening
1. Listen to a part of a lecture by a professor talking about types of
research in PR. Complete the lecture.
https://disk.yandex.ru/d/GqcHvqQPvGBOew
Good morning, everyone!
Today, we will talk about types of research in Public Relations. There are two
main types of research: … research and … research.
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… research means finding and using information that already exists. For
example, you can look at …, reports, or use … to gather information. This is a great
way to understand what has already been done, such as past campaigns or market
trends. It is faster and less expensive than starting from scratch.
On the other hand, … research is when you collect new information yourself.
There are different ways to do this. You can conduct … using a … to ask people
about their opinions. This gives you … data, which is numbers or statistics. Another
way is by doing … or using …. These methods give you … data, which is more about
people’s feelings and thoughts.
Project
Divide into small groups of 3–4 students. Choose one type of research method.
Prepare a presentation that includes: definition, how it works, real-life examples,
benefits and limitations of the method. Present your findings to the class.
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UNIT 8. DESIGNING AND CONDUCTING ADVERTISING SURVEYS
Lead-in
Discuss the following:
1. Have you ever filled out a survey before? What was it about?
2. What are some different types of questions on a survey?
3. Why must researchers choose words carefully for survey questions?
Reading
1. Read an assignment feedback of a student who developed a survey
questionnaire and do the tasks below.
TEXT A
Assignment feedback
Your assignment demonstrates a solid understanding of survey design
principles, and the development of your questionnaire reflects several strengths. The
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questionnaire includes a good mix of close-ended questions, which provide
respondents with a range of several answers to choose from, allowing for efficient
data collection. Additionally, your use of open-ended questions adds depth, offering
respondents the opportunity to elaborate on their perspectives and provide more
nuanced feedback. Including follow-up questions in the context of these open-ended
responses further enriches the survey.
However, there are a few areas to consider improving. Some questions could
lead to loaded responses due to their wording. Ensuring that questions are neutral and
free from leading language is important to avoid courtesy bias, where respondents
may feel inclined to give socially acceptable or politically correct answers instead of
sharing unpopular views. You should also be mindful of anonymity, as assuring
respondents that their responses are confidential can reduce such biases.
Overall, your questionnaire shows promise, but paying closer attention to these
potential pitfalls will help you gather more accurate and honest data from respondents
in future surveys.
2. Mark the following statements as true (T) or false (F).
1. The questionnaire contains only close-ended questions.
2. Open-ended questions allow respondents to provide more detailed feedback.
3. Loaded questions can lead to biased answers.
4. Courtesy bias happens when respondents give honest and unpopular
opinions.
5. Politically correct answers may not always reflect a respondent's true
opinion.
6. Ensuring anonymity can help reduce bias in the responses.
7. The questionnaire includes follow-up questions for open-ended responses.
Vocabulary
1. Match the words on the left to their definitions on the right:
1) context
a) a question containing language that might provoke an emotional reaction
2) familiar
b) being known or encountered before
3) wording
c) a person’s tendency to give the “right” answer instead of an honest
answer
4) respondent
d) a person who answers questions on a survey
5) questionnaire
e) a set of events or circumstances that something exists with
6) courtesy bias
f) the selection of particular language to express something
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7) loaded question
g) a list of questions that someone answers for a survey
8) follow-up question
h) keeping your identity hidden or unknown
9) anonymity
i) and additional question one may ask after the main question to get more
details or clarify answers
2. Complete the sentences with the words from Exercise 1:
1. It's important to understand the … before asking any questions.
2. If you're … with the topic, you can ask better questions.
3. The … of a question can change how people respond.
4. A … is the person who answers questions in a survey.
5. The survey was conducted using a detailed ….
6. … happens when people give polite answers instead of honest ones.
7. A … is one that suggests the answer in the way it’s asked.
8. A … helps get more information after the first answer.
9. … in a survey means no one knows who gave which answer.
Reading
1. Discuss the following:
A. How can you estimate how many people might see a message in a PR
campaign?
B. What is the difference between a potential audience and an actual audience?
C. How can websites measure how many people visit them after a PR
campaign?
TEXT B
Evaluating results
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Public relations is all about communicating with a target audience effectively.
To do this, professionals must find ways to estimate their potential audience. This
means guessing how many people might see or hear their message. For example, if
you send out a press release, you try to figure out how many people will read it in
newspapers, on TV, or on the radio. This process is important before moving forward
with the production of releases, as it helps shape your strategy.
A popular method in PR is called advertising equivalency. It measures the
value of media coverage by comparing it to what it would cost in advertising. If a
company gets a news article in a magazine, they might estimate how much an
advertisement of the same size would cost. This helps them understand the value of
their media coverage in financial terms.
However, it’s also important to know the actual audience. This refers to the
number of people who truly engaged with the message. Sometimes, your potential
audience might be large, but fewer people actually see or remember your message.
That's why it's essential to use tools that can track real results. A good PR campaign
has measurable outcomes, meaning you can track what worked and what didn’t.
One way to track results is by looking at media impressions. These are the
number of times your message was potentially seen or heard in the media. While not
always exact, it helps give an idea of your reach. For digital campaigns, websites
measure hits to show how many people visited a page. This is another way to
understand how many people interacted with your content online.
In PR, companies also focus on ROI, or return on investment. This is a
financial term that helps businesses understand if their campaign was worth the
money they spent. A positive ROI means that the money spent brought good results,
while a negative ROI shows that the campaign didn’t perform well.
A useful technique in PR is the day-after recall. This involves asking people if
they remember seeing or hearing a particular message the day after it was released. It
helps measure the impact of your campaign and see how memorable it was.
To understand the effectiveness of a campaign, many companies begin with a
baseline study. This study provides information on how much the audience knows
about the topic before the campaign. After the campaign, they can measure changes
in awareness and understanding.
Another important part of PR campaigns is attendance at events. If you’re
hosting a press conference or product launch, the number of people who attend can
show how interested your audience is. Similarly, the number of requests for more
information or products can help show interest in your message.
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Finally, message exposure is about how many people have been exposed to your
PR campaign. It is important to evaluate this to understand how successful the campaign
was. Tracking these results helps PR professionals improve their strategies for future
campaigns, ensuring that they reach the right audience and achieve their goals.
2. Answer the questions about the text:
1. How can PR professionals estimate the success of a campaign?
2. What is the difference between a potential audience and an actual audience?
3. Why is the production of releases important in a PR campaign?
4. How is advertising equivalency used to show the value of media coverage?
5. What tools help PR professionals measure the size of the actual audience?
6. Why is it important to have measurable results in a PR campaign?
7. How do websites measure hits to track visitors after a campaign?
8. How is ROI used to understand the financial success of a PR campaign?
Vocabulary
1. Match the words on the left to their definitions on the right:
1) message exposure
a) the total number of people exposed to a PR message across
various media channels
2) advertising equivalency
b) able to be tracked or quantified to show the results or impact of a
PR campaign
3)measurable
c) a measure of how much benefit or profit a PR campaign brings
compared to the cost
4) media impressions
d) a technique where people are asked if they remember a PR
message the day after seeing or hearing it
5) hit
e) a study that measures the audience’s knowledge or opinions
before a PR campaign, used to compare with post-campaign results
6) ROI (return on
investment)
f) a measurement indicating that someone has visited a particular
website
7) day-after recall
g) the number of people who attend a PR event, such as a press
conference or product launch
8) baseline study
h) the number of times a PR message could have been seen or heard
in the media
9) attendance
i) a method of measuring the value of PR coverage by comparing it
to the cost of buying the same space or time as an advertisement
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Project
Create a basic publicity plan for a new product, event, or service.
Useful phrases:
Our product / event / service is unique because ...
Our target audience is ...
We aim to increase ...
We will use the following strategies to promote ...
We plan to ...
We plan to ...
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UNIT 9. WRITING EFFECTIVE ADVERTISING
AND PRESS RELEASES
Lead-in
Talk about these questions:
1. What materials do publicists commonly release to news outlets?
2. What are the pros and cons of using online materials instead of print
materials?
Reading
1. Read the text and do the tasks below.
TEXT A
Summary of a plan for the upcoming product launch
We’re excited to share that a new product is on the way, and it’s packed with
fresh, useful features for our audience. To make this launch as strong as possible,
we’ve put together a clear publicity plan designed to 1….
Our first step is to 2…. These high-quality images will play a key role in all
our promo materials. We’ll prepare a print release and a mat release for newspapers
and magazines, and we’ll also send an e-release to online media so we reach our
digital audience as well.
To back this up, we’ll put together media kits that 3…. Each kit will include CDs
with high-resolution images, a pitch letter that shows off the product’s main benefits,
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and a fact sheet with all the important details. We will 4… so that journalists and
bloggers know the launch date, the main news, and the events they shouldn’t miss.
Our goal is to 5… and digital media strategies. With this balanced mix of tools
and channels, we want to build buzz around the product and inspire strong media
interest.
Overall, our publicity plan is 6… in the new product. With thoughtful media
outreach and engaging materials, we’re confident this launch will get attention and
set the product up for success.
2. Complete the text with the missing phrases.
a) build strong awareness of the new product and maximize media attention
b) organize a professional photo shoot to capture high-quality images of the
product
c) give journalists everything they need to cover the story quickly and
accurately
d) follow up with targeted emails and phone calls
e) combine traditional PR tools
f) designed to generate excitement and inspire confidence
3. Read the text and choose the correct answers:
1. What is the role of a professional photographer in the publicity plan?
a) to write the pitch letter
b) to take high-quality publicity photos
c) to design media kits
d) to manage social media accounts
2. Which document is used to share information with newspapers and
magazines?
a) e-release
b) media kit
c) print release
d) media alert
3. What will the media kits include?
a) only digital images
b) CDs with images, a pitch letter, and a fact sheet
c) a press release and social media posts
d) only the product’s specifications
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