Speaking

Compose dialogues according to the information given below:

• You suggest your friend to go to a restaurant and give reasons for your choice.

• Dinner at the restaurant.

Creative task

Project.Imagine that you want to open some cafe or restaurant in your native town (city) or abroad. What kind of cafe (restaurant) will it be? What will make it competitive? What kind of food will it serve? Offer a menu for your cafe (restaurant) according to the plan:

a) appetizers;

b) first course;

c) second course;

d) dessert;

e) drinks.

Unit 9. Tourism Promotion

Group Discussion

Discuss the following issues:

1. What is promotion?

2. Does promotion really fuel the success of an enterprise? Why?

3. What kinds of promotion can you name?

4. What are the media?

5. What are the printed media? What are the broadcast media?

6. What is word of mouth? What role does it play in tourism promotion?

Reading

Promotion

Promotion involves distributing information about a product, product line, brand, or company.

Promotion is generally sub-divided into two parts:

• above the line promotion (косвенное продвижение товара): promotion in the media (e.g. TV, radio, newspapers, Internet and mobile phones) in which the advertiser pays an advertising agency to place the ad;

• below the line promotion (реклама без привлечения СМИ): all other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows.

Promotion Methods

Promoters bring crowds through a variety of methods. The most direct are guerrilla marketing techniques such as plastering posters on outdoor walls, flyposting, and distributing handbills on windows of cars parked in entertainment districts. Promoters also keep mailing lists, emails, SMS and MMS messages.

Publicity

Publicityis the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.

Publicity methods include:

• contest;

• event sponsorship;

• analysis or prediction;

• poll or survey;

• invention and presentation of an award.

The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure.

Advertising

Advertisingis a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Many advertisements are designed to generate increased consumption of products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide.