Discussing a promotional campaign

5* Before you listen to Dialogue No 1 use Glossary to match the words below with their definitions.

1. promotional campaign

2. promotional tools

3. promotional mix

4. promotional budget

5. promotional discount

6. chat-show

7. point-of-sale merchandising

8. at a premium

9. promotional allowance

10. free samples

1. a television or radio program­me in which well-known peo­ple are invited to talk about various topics

2. special discount offered as part of the promotion for a product

3. material used in promotion, such as display materials and sales literature

4. coordinated activities to in­crease sales of a new product

5. difficult to obtain and more expensive than usual

6. samples of good not costing any money

7. forecast cost of promoting a new product

8. discount which is offered to a buyer in return for some pro­motional activity

i. organizing the display and promotion of goods in retail outlets

j. combination of all the ele­ments that make up a compa­ny's promotion

7 Listen to Dialogue No 1 between two speakers and answer the questions below. Then listen again and check your answers.

1. ^{What are the speakers discussing?}

2. What promotional tools is George going to use?

3. What kind of promotional activities does Maryann offer?

4. According to George is it easy to choose the right pro­motional tool?

5. Why did George refuse to use free samples in the pro­motional campaign?

g* Complete the dialogue using the words from the box. There are two words which you don't need to use.

promotional methods, general public, promotion, dis­played, promotional gimmick, free samples, launching, point-of-sale, merchandising, consumers, promotional budget, buy, sales, opportunity, distributed

NELLY: I need your advice. What kind of (1) would

you suggest for increasing the sales of our new product?

PETER: Well, you see all depends on the type of good you r

are going to promote. Many products are (2) at

exhibition open to the (3) , e.g. The Ideal

Home Exhibition and the annual Motor Show. In large department stores demonstrations are arranged by cos­metics manufacturers.

NELLY: Yes, I know, but to my my mind sampling is more

popular. Sometimes (4) are delivered door or

through a particular magazine.

PETER: That's the way for (5) hair products, wash- ing powders/liquids and fabric softeners. The idea is that

once (6) have tried a small sachet sample of the

product, they will go and (7) the larger size bot- tle or packet at the shop.

NELLY: Aren't there any other ways of promoting (8) of a product or service?

PETER: Why not. Some companies use contests, lotteries and

games. All these give an (9) for some marketers

(consumers, dealers and salespeople) to win something.

NELLY: This is hard to believe but some consumers ha ve even started to become competition addicts because the prizes are very attractive. To my mind this is just

(10) . 1 prefer old-fashioned (11)

such as promotional discount.

PETER: You know, speaking about old-fashioned promotion - al methods why not try coupons or trading marks. These coupons can be (12) by mail, inserted in news- papers and magazines, or even placed on a product, as for example on a jar of instant coffee.

NELLY: But we are not selling coffee, we are going to pro- mote new hair spray and our (13) is limited and

I am trying to cut down expenses.

PETER: In this case you should use direct mail. 'Cheap and cheerful' as the saying goes.

9* Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.

1. born

2. to convince 3.1, for one,

4. to reward

5. it goes without saying

6. freedom of action

7. challenge

8. to form an opinion

9. self-respect

10. company representative

11. ancient occupation

12. to give up

1. свобода действий

2. сдаться, уступить

3. убеждать, уверять

4. прирожденный

5. древняя профессия

6. представитель компании

7. создавать мнение

8. само собой разумеется

ь сложная задача, п роблема j. что касается меня, лично я к. вознаграждать 1. чувство собственного до­стоинства

|0 Listen to Dialogue No 2 between two speakers and answer the questions below. Then listen again and check your answers.

1. What occupation are the speakers discussing?

2. What main aspects of selling jobs are mentioned in the dialogue?

3. How can the company be benefited or harmed by the sales force?

4. According to you, are good salespersons born or trained?

5. What is meant by freedom of action? Is it equal to free­dom of selling?

_{Unit 3. READING COMPREHENSION}