2. Answer the following questions in writing

1. What is a familiarization trip?

2. How is it different today from the past?

3. Which travel agencies get invited on most fam trips?

4. Which other agencies might get invited on "new-product" trips?

5. Who pays for fam trips?

6. When will George be sending people on them?

3. Write out ten useful words and word-combinations; make up at least seven sentences of your own using these words and phrases.

VI. Intensive Reading Task

1. Study the vocabulary list to the text

tool (n)	инструмент
grab (v)	захватывать
urge (v)	убеждать
target market	потенциальный круг покупателей
evoke (v)	вызывать
salesperson (n)	торговый агент
make a statement	заявлять

2. Read the text. Promotional tools

Most promotional tools work through the “AIDA principle”, which stands for Attention, Interest, Desire and Action.

To be effective your brochure will need to:

1) grab attention;

2) appeal to the readers’ self-interest;

3) arouse the desire to buy;

4) urge the reader to take action.

For brochure producers this means that the promotional message will depend on several key factors:

1) The target market.

2) Channel of distribution – for example, different messages may be necessary for tour operators, members of the public and tourist information centers.

3) The type of response you need to evoke – these usually divide into rational and emotional appeals.

4) Promotional method – for example, you need a stronger and shorter message for radio advertisements than you do for a direct sales campaign when a salesperson can explain in more detail.

5) You should always be aware of the reasons why people buy specific products. Sometimes people appear to be buying for reasons different to their real motivations. By understanding the reasons people buy you are more likely to appeal to them.

These are some of the key reasons why we buy particular products:

1) Price:

It may be that something appears to offer value for money. Sometimes we buy more expensive products because we believe they will be better than cheaper ones or we like the image they convey.

2) Health:

Holidays are seen as healthy activities, offering the chance to relax. We buy some products because we think they are good for us.

3) Social:

This may be a chance to be together with friends or family, or simply a desire not to get left out. Some products are purchased because it becomes normal to have them, rather than for rational reasons.

4) Status:

Some products offer a chance to impress. Others are bought because they make a statement about the purchaser or make the purchaser feel good about themselves.

3. Find in the text answers to these questions:

1. What is the AIDA principle?

2. How does it work for brochures?

3. What are key factors the promotional message depends on?

4. Why is it essential to understand the motives for buying?

5. What are the key reasons for buying?

6. Dwell on each.