VII*. Advanced learning

1. Study the following idioms

Idiom	Meaning
Tighten your belt	If you need to tighten your belt, you must spend your money carefully. "Another bill?  I'll have to tighten my belt this month!"
A cash cow	A product or service which is a regular source of income for a company is called a cash cow. "His latest invention turned out to be a real cash cow."
Feel the pinch	When someone feels the pinch, they begin to suffer from a lack of money. "With the drop in tourism, hotels and restaurants are beginning to  feel the pinch."
Laugh all the way to the bank	A person who makes a lot of money easily, especially through someone else's stupidity, is said to laugh all the way to the bank. "If we don't succeed in renewing the contract, our competitors will be laughing all the way to the bank"
Lose your shirt	If you lose your shirt, you lose all your money or possessions, especially as a result of speculation or gambling. "He lost his shirt when the bank went bankrupt."

2. Make up topic-related sentences with the given idioms (idiom – sentence).

3. Make up a topic-related presentation using the given idioms (as many as possible). It could be a story; an advertising text; a fairytale.

VIII. Unit revision task

1. Think of your presentation on “Promotion in Tourism” using as much as possible of the information studied. Be ready to speak to the audience.

Useful phrases

to tell the truth	по правде говоря
for a start	для начала
roughly speaking	грубо говоря
to cap it all	в довершение ко всему

2. Unit progress test

Choose an appropriate variant.

1. The “AIDA principle” stands for … .

a) Attraction, Interest, Desire and Action

b) Affection, Interest, Desire and Action

c) Attention, Interest, Desire and Action

2. Radio serves a more limited audience since it cannot … the beautiful pictures and colors of television.

a) transfer

b) transmit

c) transport

3. Sometimes people appear to be buying for reasons … to their real motivations.

a) different

b) differ

c) difference

4. The … message will depend on several key factors

a) promote

b) promotion

c) promotional

5. “…” is the most effective kind of tourist promotion.

a) word of art

b) word of honor

c) word of mouth

6. Through their tourist offices, governments do a great deal of travel promotion, both in the form of … .

a) commercials and brochures

b) advertising and publicity

c) TV and radio

7. We buy some products because we think they are … .

a) luxurious

b) expensive

c) good for us

8. … is one of key factors the type of promotion depends on.

a) target market

b) aim market

c) goal market

9. Professional travel writers journey from resort area to resort area to report on … that are available.

a) the food and beverages

b) the prices and services

c) the facilities and amenities