English for Marketing and Advertising 1

90

Which opinion refers to:
……. 1 universal advertising?
……. 2 a change in status of foreign stars?
……. 3 differences in advertising styles?
……. 4 a product that has a different status in different cultures?

4.3 Advertising channels

Exercise 6 (Gore, 2010)
Exercise 6.1 Directions: Two colleagues at Red Arrow are discussing which advertising
channels they should use in the joys of Germany ad campaign. Listen to the dialogue
and make a list of the channels they mention in the table below. Then add one more
item to each category.

Print media Online Outdoor Other
Magazines

Exercise 6.2 Directions: Match the two parts of the phrases to make collocations from

the dialogue.

1. eye-catching an issue to something

2. to devote channels

3. good exposure

4. to make images

5. print media

6. repeat opportunity

7. traditional sense

91

Exercise 6.3 Directions: Now use the correct form of the collocations above to
complete the sentences.

1. Our area newspaper often ____________ to presenting local businesses, and
many of the shop owners see this as a _____________ to advertise.

2. _______________ is essential for getting your message across to customers. If
they only see your advertisement once, they won’t remember it

3. We operate on a very tight budget, so for us it doesn’t _________to advertise on
__________ such as radio or television. We focus on online marketing instead.

4. What I like most about our new ad campaign are the _________. No one could
forget that picture of the penguin and the dog!

5. One of the disadvantages of advertisements in ___________ is sometimes your
advert gets ‘lost’, for example where there are several of them on the same
page.

Exercise 6.4 Directions: Listen again and complete the conversation below.
Tracy As far as traditional channels go, I think they should focus on print media,

especially magazines, an possibly the travel sections of ___________________.1
Justin That makes sense. Magazines and newspapers often devote an issue to travel,

and that would be a good opportunity to highlight Germany. What about TV ads?
Tracy I don’t think that’s a good idea. Just an ad or two will use up almost the entire

budget, and we can’t afford ___________________2 that a good ad campaign
would need.
Justin That’s true. Banner ads, on the other hand, would make sense. People often
___________________3 like Expedia and Hotwire without knowing where they want
to travel to. They just want to go somewhere for the weekend. Seeing our ads
would encourage them to check out Germany.

92

Tracy Good point. And what about postcards? I can see those being very effective with
a campaign like this. We could have different themes for different venues:
___________________4 for postcards distributed in gyms, for example.

Justin Yes, and postcards are popular among the 18-35 group, which Joys of Germany
are targeting. We could also ___________________5 in major UK cities.

Tracy OK, so I think our task is clear. We need ___________________6 and a good
slogan that we can use in a variety of places.

Exercise 7 (Gore, 2010)

Directions: Joys of Germany received the ad from Red Arrow. One of their consultants
is now writing back to request a few changes. Complete the email with words from the
box.

actually all in all also as

how about however just otherwise

Dear Tracy,
Thank you very much for the ad. We are very happy with the simple design,
______________ 1we think we can use the grid formal in many different types of
ads. The look is interesting without being too unconventional.
_____________,2 we’re a little concerned about the photograph on the right.
It is ______________ 3 not a great view of the TV tower and we would rather
emphasize another, undiscovered feature of the country. ____________________ 4
a photograph of a fashion designer at work instead? ____________________, 5 we
like your inclusion of the cathedral, but the image is quite dark. It would be nice to
find something a little brighter; I don’t think that should be difficult.
_________, 6 through. We’re very happy with what you’ve done!
_________, 7 give me a call if you’d like to discuss the images in more detail.
_________, 8 I look forward to hearing from you soon.

Regards,
Carsten

93

USEFUL PHRASES
Giving feedback

When giving feedback, try to use the sandwich approach. Begin and end your email or
conversation with positive feedback (the bread), and put any criticism in the middle (the
filling). That way you begin and end on a positive note, and it is more likely that the
person you are criticizing will still feel confident and motivated.

Positive feedback Remember to soften criticism by using
words such as a little, quite and
We’re very happy with what you’ve rather.
done. We’re a little concerned about…
We really like…
Criticism …but the image is quite dark.
Finally, be specific about what
We think that the colours are not changes you want.
bright enough, / too bright. …it would be nice to find something a
We think that the images might be little brighter.
too… How about…instead?

94

Exercise 8 (Gore, 2010)
Directions: Tracy also recommended advertising via the internet and sent Carsien
the link to the following article. Read the article and answer the questions below.

How effective is your website?

The internet is now the most popular medium on the planet for giving and getting
information. Everyone has their favourite sites where they can get the answers to almost any
question, where they can buy any article they want, or where they can talk to friends, swap music
and films or even publish their first novel.

So, how good is the web for promoting your products? Imagine you had a new product you
wanted to sell. What would you have to do to get the best from the internet?

First of all you need to create your website. The most essential part of the site is the home
page. This should be clear and easy to navigate and show visitors what lies behind on other pages.
Encouraging visitors to your site by using keywords is useful and you might need to use a SEO or
Search Engine Optimizer. These companies ensure that your site is at the top of lists when users
enter certain keywords into a search engine like Yahoo. Google has a very good method of directing
enquiries to the appropriate sites through its Adwords tool. When a customer is looking for a
particular product, such as a holiday villa in Turkey, advertisements from companies who provide
such services appear instantly on the screen. The advertisers pay only when the ad is clicked.
Google claims that you can reach 80% of internet users by using keywords.

Search engines are not the only answer to successful advertising online. Links to other
websites mean that you can double or triple the traffic to your site. So if you sell cookery books it is
good to link to sites about cooking.

Another option is banner advertising where you pay to appear on other sites and customers
click through to your site. Some surfers find this type of advertising annoying but it does get results.
You normally pay for such advertising on a CPM basis (costs-per-thousand)

Whatever tactics you use, remember that the number of websites, and therefore your
competition, is growing every single second.

1. According to the article what are the advantages of using keywords?
2. How effective do you think this form of advertising is?

95

Exercise 9 (Gore, 2010)

Directions: Careless and a colleague have brainstormed the following that of keywords
to buy for joys of Germany.

holiday in Europe Do you agree? Are there any words you would
dynamic add or delete?
Germany
clubbing Now think about a product or service you are
fashion advertising. Which keywords would you choose
nightlife to promote it?

Exercise 10
Directions: Careless has written to the British trade magazine Travel Today about
placing advertisements. First unscramble the words to form sentences, then put the
sentences in the correct order.
Dear

 a I would be / hot / dedicated to / any issues / travel destinations / especially /

interested in /

 b and I look forward / you soon / Thank you / to / for your help, / hearing from

 c the circulation / to know / Specifically, I / of your magazine / would like

 d send me / to the email address / rate sheet / could you please / an

advertising / And finally, / below?

 e I am writing / in your / on advertising / to request / publication Travel Today /

information

 f please / your advertising schedule / Also, / send me / could you / for next

year?

Yours sincerely,

Carsten Kleinod

Joys of Germany

Schönhauser Allee 171 [email protected]

80437 München

Germany

96

4.4 Review Activity

Exercise 11 (Farrall & Lindsley, 2008)
Directions: Read about media strategy, media planning and media buying and answer
the questions following.

Media strategy

The media strategy is part of the marketing plan. It recommends how to deliver brand
messages to the consumer in a way that best serves the brand’s communication
objectives, such as building loyalty, encouraging purchase or aiding brand recognition.
TH media strategy identifies the right target audience (the people the brand wants to
talk to ) and the media mix ( the combination of media types-press, outdoor or internet )
which will be used to deliver the messages. The target audience is described in terms of
lifestyle ( the way people live ) and demographics (their gender, age, ethnicity,
education and income). The media split gives the breakdown of the media budget- the
amount of money allocated to the campaign ” between different media types ” for
example, 70% of investment on television and 30% in the press.

In a media-saturated world, where media is everywhere, it is difficult to stand out from
rival advertising, or be noticed, so brands need to identify the best touchpoints ” places
to reach their core target, or main audience. Media strategies use media research,
based on interviews, surveys and measurement tools, to get information about the
impact of the different media types, and to get insights into, or understanding of, the
media consumption habits of their target audience. Children’s food brands often
advertise on television because women with children are heavy TV viewers ” that is, they
watch a lot of television. A cinema campaign may be more efficient to reach light TV
viewers as the audience is captive and attentive ” they’re sitting in the cinema, waiting
for the film to start.

97

Media planning

The media plan recommends communication channels with the names of specific

publications, TV channels or other media vehicles to be used for the campaign. The

plan includes a media schedule with the dates and times when the advertising will run in

the press or the commercials will be aired on television or radio. The media planner

recommends flighting patterns ” the periods when the brand is active or communicates

in the media. Some plans have continuity strategies or drip strategies. For example, a

detergent manufacturer airs commercials on TV every day for several months to keep

the brand top of mind ” fresh in consumers’ memories. Other brands have bursts of

heavy media pressure ” for example, in the summer holidays or at Christmas.

The media plan must respect the media budget and the media objectives for the

campaign. Media objectives are defined in terms of impressions (the number of times an

ad is seen), reach or coverage (the percentage of the target audience exposed to an

advertisement in a given time period), or time span and frequency (the average number

of times a number of the target audience is exposed to an ad in a given time period).

Media buying

When the plan is approved by the client, the media

buyer make the media bookings (reserves space in Medium Audience

magazines or airtime on television) and produces

a media schedule, TV media buyers now have TV viewers

software to optimize their plans ” that is, to make Radio listeners

the best choice of channels and commercial breaks. Outdoor audience
Media planners and buyers are accountable to t Press readers
heir clients. Costs and results of campaigns are

measured. Cost per thousand (CPM) is a standard Cinema cinema-goers

measured of media efficiency; it is the amount an Internet users or
advertiser pays for one thousand impressions. Big surfers

clients can organize media audits to benchmark,

or compare, the cost and results of their campaigns with those of their competitors.

98

Exercise 11.1 Directions: Complete the notes on a media strategy using words from the
box. One word can be used twice. Look at Media strategy and Media planning.

core compression media reach
demographics lifestyle objectives research
habit light plan target

Communication (1) ………………... Media consumption (7)………
- Generate awareness of the brand Media (8) ……….gives
- Drive traffic to the website insights into the target’s
media consumption:
(2) ………………………mix - Heavy users of internet
We have selected four types of media:
Cinema, outdoor, internet and press.

- Very (9)…..TV viewers

Who are the (3) ………………….. audience? Media (10) ………..: selected
(4) ………………………. Magazines

- Men 21-29 years

-urban Titles Number
- high income - Conde Nast of insertions
(5) …………………………….. 6

- frequent travellers - Sunset 3

- Open to new experiences - USA Travel Guide 2
(6) ……………………………… target - Budget Travel 1

Media (11) ………………
- (12)………………………: 32%
- (13) ……………………..: 4,942,000

Budget: 542, 800

99

Exercise 11.2 Directions: Choose the collect words from the brackets to complete the
sentences.
1 We studied the competitors flighting … (patterns/ audience/ touchpoints)…

before selecting a drip (pattern/burst/strategy) to give constant media pressure
throughout the year.
2 …(Reach/Cost/Frequency)… per thousand is the amount paid to reach 1,000
people. It can be used to compare the cost effectiveness of different media
…(planners / pressure/ vehicles)….
3 A huge media …(budget / buyer / mix) … is necessary to keep our brand top of
(booking/viewers/mind). It is difficult to stand out with so many competitors airing
… (commercials/ benchmarks/ touchpoints)… on television.
4 We invested in new software to help media buyers… (approve/ optimize/air)…
our media plan.
5 The advertiser organized a media…(schedule/strategy/audit)… to assess the
effectiveness of our media buying and planning. Unfortunately, we were less
efficient than our competitors.

Exercise 11.3 Directions: a to the client.
Match the two parts of the sentences. b on television can be very expensive.
1 The media plan must be approved c by the client before we make any
2 We use media research to get insights
3 The media buyer is accountable bookings.
d into the viewing habits of our target
4 This campaign will run
audience.
5 Airtime e. in the national press.

100

Exercise 12 Directions:
Match the two parts of the brand and medium.

….TV ….Radio ….Outdoor ….Press

1. 2

34

Conclusion

The analysts and some scholars, the census is that the traditional ways of
advertising i.e. newspapers, television, radio, etc., are no longer effective due to the rise
of social media. Social media is a phenomenon that has drawn a lot of attention both to
companies and individuals interacting on the networking landscape. However, when it
comes to giving a clear definition of what social media really is, the understanding of the
term is very minimal. Managers and academic researchers seem to differ on how social
media differ from interchangeable related concept web 2.0 and User Generated Content
(Kaplan and Haenlein: 2009 cited in Odhiambo, 2012).

In this chapter, the AIDA model for advertising, working with an ad agency, and
advertising channel were presented. It was designed to provide learners with exercises.
Learners have learned including useful languages and skills: discussing and ad
campaign, giving feedback as well as listening, speaking, reading and writing skill.

101

Collaborative Activity: Summary

Exercise 13 (Pair work)
Directions: Read this article from a marketing trade publication about choosing an ad
agency and discuss the questions that follow.

Creating the ad that will work for you by Sara O’Toole

Do any of these scenarios sound familiar? ‘A friend of a friend told me about Zzzzip.
Graig was quite professional and friendly,
Annette Torrefazioni was very excited when and we signed a contract immediately.
she first met Colin Durell of Stone & Slade. However, a few days later I found out that
Colin was extremely professional, and had our biggest competitor was working with
worked with a number of luxury food sellers, Zzzzip too! Craig didn’t see the problem, but
Torrefazioni explained. His portfolio of ads I really wasn’t comfortable with the situation.
exactly matched the image our company Luckily, he let me dissolve the contract.
wanted. But once I’d signed the contract, I was
shocked to learn that Colin wouldn’t be To avoid mishaps like the ones above, it’s
handling my account. instead, a junior staff best to interview prospective agencies
member just out of art school would be carefully. Here are our top seven tips for
designing my ad. When the first proofs came, I questions to ask.
was really disappointed. It just wasn’t what I
had in mind. 1 Do you handle accounts our size? What
is your experience working with small
We were really impressed with their client list, medium – sized/large companies?
says Thorsten Sauer, marketing manager at
Durchfahrt GmbH. ‘They were working with 2 Do you have an area of expertise?
some of the top names in the industry. I don’t
realize this would mean that our small account What is it?
would be at the bottom of their priority list. I
realized afterwards that we should have gone 3 Can you give me a list of current and
with a company that specialized in dealing with former clients to talk to?
small firms.
4 What is your fee structure?
Henri La Fontaine told of his experience with
Zzzzip, a medium-sized advertising agency 5 Who will be handing the actual project?
based in London:
6 Who worked on the ads in your portfolio?
Are those people still with the company?

7 Are you working with one of our
competitors?

Questions
1 Have you ever had a particular good or bad experience with an ad agency? What went right (or
wrong)?
2 Do you agree or disagree with the tips above? Which are most difficult to put into practice? Why?
3 Are there any other suggestions you can add?

References

Elmo. L, St. (1898) in Preston, I.L. (1982) ‘The Association Model of the Advertising
Communication Process’, Journal of Advertising. 11(2): 3”15.

Farrall, C. & Lindsley, M. (2008 ). Professional English in Use. Italy : Printer Trento Srl
Gore, S. (2010). English for Marketing & Advertising. London : Oxford
Hadiyati, E. (2016). Study of Marketing Mix and Aida Model to Purchasing on Line

Product in Indonesia. Published by European Centre for Research Training and
Development UK. British Journal of Marketing Studies. Vol.4, No.7, (pp.49-62)
Li dan Yu , 2013. An Innovative Marketing Model Based on AIDA: - A Case from E-bank
Campus-marketing by China Construction Bank. [Online] Retrieved from
http://dx.doi.org/10.4236/ib.2013.53B010.
Mackey, (2005). ‚The Practice of Advertising,‛ Elsevier But-terworth, Fifth Edition,
Sydney, Australia,

Instructional Management Plan for Chapter 5

Contents

1. Distribution channels
2. Types of discount
3. Types of retailer

Behavioral Objectives

While studying this chapter, learners will be able to:
1. explain and identify the customer profiles, data collection, a telephone survey.
2. give and ask for opinions on agree and disagree, market research terms, ask
questions, and Write reports.

Methods of Teaching and Learning Activities

1. Methods of Teaching

1. Lecture
2. Discussion
3. Pair Work, Group Work

2. Learning Activities

1. In teaching customer profiles, data collection, a telephone survey, let
learners:

a.) study the passage on research types, dialogues on data collection
definitions and research methodology. The teacher explains these to the class.

b.) do the exercises by working in group to discuss and to find the answers.
Teacher checks answers with the whole class.

104

2. In teaching Survey Questionnaires and describing survey results, let
learners:

a.) study samples of Questionnaires. Teacher gives a lecture about
Questionnaires.

b.) do the exercises and then teacher checks answers with the whole class.
3. In pairs, learners do exercises online then check answers with the whole class.
4. In teaching Review Activity, let learners work in group to confirm their
understanding of emphasis then check answers at class level.
5. The Collaborative Activity: Summary. Work in group; this is an extension
activity that can be set for homework.

Teaching Aids

1. Text
2. LCD Projector
3. USB flash drive / CD on Chapter 2
4. Resources / Websites

4.1 http:// http://www.instructor.ssru.ac.th/suwaree/

Measurement and Evaluation

1. Presentation
2. Quiz
3. Discussion
4. Observation
5. Check Learners’ Tasks
6. Writing Test

Chapter 5
Marketing Tools

5.1 Distribution channels
Exercise 1 Stafanie form the manufacturer Herschfeld calls her contact at

buyme.com to complain about low sales.
Directions: List to the conversation between Stefanie and her contact, then complete
the conversation below.
Secretary: Buyme.com. How can I help you?
Stefanie: Hello. Can I speak to John Bradwell, please?
Secretary: Just a moment. ___________ 1
John: Hello?
Stefanie: Hello, John, it’s Stefanie Schwarz from Herschfeld here.
John: Ah, Stefanie. Nice to hear from you. ___________ 2
Stefanie: Not so good, I’m afraid.
John: Oh dear.
Stefanie: That’s actually why I’m calling. It’s about your listings on your website. As

you know, we offered buyme.com a large trade discount on our kitchen
appliances based on the sales projections you presented.
John: ___________ 3
Stefanie: Well, sales in the past quarter have been well below target, as I’m sure
you know. Also, our bricks and mortar retailers have been complaining
that customers are using our listed prices on your website to negotiate a
cheaper price at their shops.
John: Right.

106

Stefanie: So basically there are a few things I’d like you to do to deal with these
problems.
John: OK.
Stefanie: First of all, I’d like you to __________ 4..in your ‘feature products’ section.
John: Let me just write that down highlight new line of microwaves in ‘featured
product’, OK, got you.
Stefanie: The second thing is, ___________ 5…at least two product shots of each
item you list.
John: Two product shots…OK.
Stefanie: And the final thing is: could you please ___________ 6..on your main web
pages?
John: What do you mean exactly?
Stefanie: Well, I’ve seen ___________.7 Basically, your customers can’t see the
price of a particular item until they place it in their shopping cart.
John: Ah yes, I understand what you mean. Well, I’m not sure if that’s possible
with our system, but I’ll check with the technical people and get back to
Stefanie: you, if that’s OK.
John: Right.
The first two things I can arrange straight away. The changes will be on
Stefanie: the site by the end of the week.
John: ___________.8
It’s the least I can do. Listen, Stefanie, I’m really sorry that there have
Stefanie: been these problems.
John: Well, ___________.9
Yes, I hope so.

107

Stefanie: Well, thanks for your help, John.
John: ___________ 10..Just let me know if there’s anything else I can do for you.
Stefanie: I’ll do that. OK, talk to you later.
John: Bye now.

Exercise 2

Directions: Listen a again and decide whether the statements are true or false.

……….1. Sales of Herschfeld’s goods on buyme.com have been lower than expected.
……….2. Herschfeld did not offer buyme.com a trade discount.
……….3. Hescheld’s real world retailers are upset because buyme.com offers lower

prices than they do.
……….4. Stefanie wants buyme.com to include two images of all the Herschfeld product

they sell.
……….5. She also wants them to remove the prices from Herschfeld’s products online.
……….6. The changes will be on the site later today.

Exercise 3

Directions: Complete the phrases with the words from the dialogue.

1. a product that is being highlighted for a short amount of time, e.g. on a website:
a…………….... product

2. Image of a product: a product………………….
Estimates of how much a company thinks it will sell (of a product) : sales……..

3 . the price advertised for a particular product: …………..….price
to not reach a goal: to be below…………………..

4 to agree something, like a price or terms, through discussion: to…………………..

5 three-word expression used to describe a traditional business, i.e. one that
doesn’t only exist online

6 the place where you put items you want to buy: shopping………………..

108

5.2 Types of discount

Exercise 4 Directions: Match the discounts below to their definitions.

………1 trade discount ………2 bulk discount

……… 3 promotional discounts ………4 cash discount

………5 professional discount ………6 employee discount

………7 seasonal discounts

a) a discount given to buyers purchasing a large amount

b) a discount for payment in cash.

c) a reduced price offered on goods sold at the ‘wrong’ time of the year, such as ski

equipment in the summer.

d) a discount given to people in a particular field, for example when doctors pay a

reduced price for medicine.

e) a discount for staff.

f) a fixed percentage offered to a distributor.

g) a lower retail price for a special sale.

5.3 Types of retailer

Exercise 5 Directions: Match the types of shop in the box with the definitions (a-h)

chain stores convenience stores franchises high-street shop

hypermarkets mail-order stores online stores outlet stores

a large no-frills stores located outside the town centre _____________

b stores selling thorough the Internet _______________

c independently-owned shops licensed to trade to trade under the same name _______

d shops located in the centre of town __________________

e Shops run by a single company with multiple locations around the country _______

f very large stores that sells groceries, clothes, and many other products _____________

g stores selling through a catalogue posted to customers _______________

h small, independently-owned stores selling essential products _______________

109

Exercise 6 Directions: Now listen to different retailers talking about their business.

Which types of ‘shops’ above do they mention?
Speaker 1 _______________ _______________
Speaker 2 _______________ _______________
Speaker 3 _______________ _______________
Speaker 4 _______________ _______________

5.3 Telemarketing (Listening)
Exercise 7.1 Directions: Look at this extract from Total Telemarketing’s web page

and match the headings to the paragraphs.

….Continual assessment ….Test for success
….Painstaking planning ….Know your contacts

Total Telemarketing
1. At Total Telemarketing, we start the process with what we call a ‘discovery’

phase. We build a clear picture of your business objectives and your market. We
then use the information we have collected to plan your telemarketing strategy.
And we make sure that both sides have clear expectations about the strategy.
2. Once we have planned the approach, we test it with a ‘pilot’ project. This is to
check if the strategy will function for you and for your market. We make sure that
our plans integrate seamlessly with your marketing efforts.
3. As part of your telemarketing strategy, we develop and maintain a
comprehensive database of contacts and potential clients. This makes sure you
have a continuous flow of good quality sales leads.
4. The performance of the strategy is regularly reviewed to make sure we are
delivering what you needs. Written reports keep you up to date with the success
of the approach.

110

Exercise 7.2 Listen and match her comments with the sections of the web page

above.

Comment a _______________________________________________
Comment b _______________________________________________
Comment c _______________________________________________
Comment d _______________________________________________

Exercise 8 Directions: Below are some tips on direct marketing. Work with a partner

to rank the tips from most (1) to least (7) important. Which of these tips does the letter in
exercise 10 follow?

______ a Emphasize what makes you different from the competition (such as
price, delivery services, after-service sales).
_______ b Use words that sell, such as new and free. (Trial periods and money-
back guarantees can encourage customers to try a new product.)
_______ c Use white space. (Keep the letter to the point and use short
paragraphs and bulleted or numbered lists to make points. Make it easy for the
reader to get through the whole letter.)
_______ d Put yourself in your customers’ shoes. (Focus on benefits, not product
features, and build rapport by saying you and your.)
_________ e Use product endorsements (quotes from satisfied customers).
_________ f Call to action! Tell the reader what to do, e.g. Call now to
_________ g Restate your USP in your RS. (Response rate testing indicates that
the typical reader’s eye moves down the page to the P.S. before he or she reads
the rest of the letter!)

111

Conclusion

In this chapter, distribution channels, types of discount, and types of retailer
were presented. They were designed to provide learners with exercises. Learners have
learned that how to write the vocabulary and expressions. Besides, focus on Sentence
Grammar will enhance learners’ understanding of compound sentences along with
coordinating conjunctions and conjunctive adverbs. For a content review named
Collaborative Activity: Summary, the learners are assigned the task of getting
information about a comic strip. They must ask each other by using six questions: Who,
What, When, Where, Why, and How, then write a paragraph for making a presentation.

References

Arnaudet, M. L., & Barrett, M. E. (1990). Paragraph Development A Guide for Students
of English (2nd ed.). U.S.A.: Prentice Hall Regents.

Boardman, C. A., & Frydenberg, J. (2002). Writing to Communicate Paragraphs and
Essays (2nd ed.). New York: Longman.

Brandon, L. (2001). Paragraphs and Essays A Worktext with Readings (8th ed.).
Boston: Houghton Mifflin.

Cavina, K. (1995). Critical Thinking and Writing A Developing Writer’s Guide with
Readings. Belmont, Ca.: Wadsworth Publishing Company.

Coffey, M. P. (1987). Communication Through Writing. Englewood Cliffs, N J: Prentice
Hall Regents.

Folse, K. S., Vokoun, A. M. , & Solomon, E. V. (1999). Great Paragraphs An Introduction
to Writing Paragraphs. Boston: Houghton Mifflin.

Langan, J. (2002). English Skills with Readings (5th ed.). New York: McGraw-Hill.
Reid, J. M. (1994). The Process of Paragraph Writing (2nd ed.). Englewood Cliffs, N J:

Prentice Hall Regents.

112

Sidewalkbubblegum. (2012). [Online]. Available HTTP: http://www.sidewalkbubblegum.
Com/category/comics-about-family-values/

Singleton, J. (2005). Writers at Work The Paragraph. New York: Cambridge U. Press.
Zemach, D. E., & Islam, C. (2011). Writing Paragraphs from Sentence to Paragraph.

Thailand: Macmillan.

Instructional Management Plan for Chapter 6

Contents

1. Model for advertising
2. Advertising campaigns
3. Advertising channels

Behavioral Objectives

While studying this chapter, learners will be able to:
1. explain about model for advertising.
2. talk about advertising campaigns.
3. describe about advertising channel.

Methods of Teaching and Learning Activities

1. Methods of Teaching

1. Lecture
2. Discussion
3. Pair Work, Group Work

2. Learning Activities

1. In teaching in teaching ‚Lead-in‛, let learners:
a.)
b.)

2. In teaching The Paragraph Body: Good supporting sentences, let learners:
a.) study different kinds of supporting sentences. Teacher gives a lecture

about them.
b.) give samples of supporting sentences to the whole class.

3. In teaching Organizing Supporting Materials for the Paragraph Body, let
learners:

114

a.) study several different ways of brainstorming. Then teacher gives a
lecture about how to brainstorm ideas.

b.) do the exercises by working in group or with a partner in order to
practice forming the supporting sentences. Check answers with the whole class.

4. In teaching The Conclusion, let learners:
a.) know the purposes of concluding sentences along with the signals by

examples.
b.) study techniques of concluding sentences and do the exercise. Then

check answers with the whole class.
5. In group, learners do exercises in Put It Together then check answers with

the whole class.
6. In teaching Review Activity, let learners work in group and with a partner to

confirm their understanding of the supporting sentences and the concluding sentences,
then check answers at class level.

7. The Collaborative Activity: Summary. Work in group; this is an extension
activity that can be set for homework.

Teaching Aids

1. Text
2. LCD Projector
3. USB flash drive / CD on Chapter 3
4. Resources / Websites

4.1 http://www.slideshare.net/Prof_Pat_Muri/what-is-a-paragraph-presentation
4.2 http://en.wikipedia.org/wiki/Paragraph
4.3 http://lrs.ed.uiuc.edu/students/fwalters/para.html
4.4 http://wiki.answers.com/Q/What_are_the_components_of_a_paragraph

115

Measurement and Evaluation

1. Presentation
2. Quiz
3. Discussion
4. Observation
5. Check Learners’ Tasks
6. Writing Test

Chapter 6
Presenting Your Public Face

6.1 Public relations

A complex sentence has two or more clauses in it. In addition, it is
neither simple nor compound. For a compound sentence, it is made of two independent
clauses. On the other hand, a complex sentence is made of one independent clause
(main clause) and one or more dependent clauses (subordinate clause). Moreover, a
dependent clause cannot stand by itself as a sentence. It must always be joined to an
independent clause.

Exercise 1 Listening

Exercise 1.1 Directions: A marketing consultant is giving a presentation called How

to make your website into an effective marketing tool. First look at the features below. Do
you think it’s a good or bad idea for websites to have them? Now listen to the
presentation. Does the consultant agree with you?

a. good idea b. bad idea

1. _____ easy navigation
2. _____ site map
3. _____ search function
4. _____ flash introduction
5. _____ pop-up windows
6. _____ large images
7. _____ look inside
8. _____ simple shopping interface
9. _____ complicated language

117

Exercise 1.2 Directions: Now answer these questions. Listen again if necessary.

1. What is the maximum number of times visitors should have to click to find the
information they want?
……………………………………………………..

2. According to surveys, what do visitors do with Flash introductions?

……………………………………………………..
3. Which company made the 'look inside' option popular?

……………………………………………………..
4. What are two examples of the 'look inside' option?

……………………………………………………..
5. Who should check the content on your website if you are writing in a foreign

language?
……………………………………………………..

Exercise 1.3 Directions: Listen again and complete the dialogue below.

So, the subject of my talk today is how to make your website into an effective marketing
tool. Let me ask you: is your website something you just let the people in IT deal with? It
shouldn’t be. A home page is ____________________, 1 so think of it as an essential
marketing tool. If you don’t have a clear, easy to navigate site, you might lose potential
clients.

A good site map and search function can ____________________2 for visitors to the site
to find the information they need. A good rule is that they shouldn’t need to click more
than three times to get to where ____________________.3 At the same time, a lengthy
Flash introduction is probably a waste of money. Surveys show that the majority of
visitors simply skip these ____________________.4 The same goes for pop-up (or pop-
under) windows, which nearly all web users find very irritating. And remember to keep
images small so that visitors don’t have to wait ten minutes for the site to download.

118

Your website should offer complete information on ____________________5 you offer. As
more and more people shop from home, visitors should be able to find out all they need
to know about cost and features. A ‘look inside’ option, which was made popular by
Amazon, is worth including: this can be anything from ____________________6 from
several angles or a detailed breakdown of the consulting services you offer. And finally,
you need either ____________________7 or information on how visitors can purchase
your goods.

Naturally, creating a website in foreign language can pose an extra challenge. It’s
important to have a native speaker check all content. However, if you’re dealing with
____________________,8 it’s also essential that the content isn’t too difficult to
understand. If most of your customers aren’t native speakers, a style which is too
complicated with confuse, not impress.

Exercise 1.4 Directions: Use the information from the presentation (1-3) and your

own ideas to make a checklist of Dos and don’ts. Then use this checklist to examine the
strengths and weaknesses of your own company’s home page.

Dos Don’t

119

6.2 Websites as a marketing tool

Exercise 2 Claudia has written the following announcement for the

company website. Read it and complete it with the words below.

funded help make

participated prevent supporting

Vadi – Vision in the news

Vadi Vision has recently ________________ 1 in a venture to help people in Britain get the
eye care they need. Vadi Vision has__________________2 a travelling eye inspection van
which allows people to get a check-up without having to ___________ 3 an appointment.
By __________4 Eyes on the Eyes, Vadi Vision shows its commitment to helping British
eyes. We don’t just want to _________ 5 solve eye problems: we also want to
_______________6 those problems from happening.

6.3 Press release

Exercise 3 Listening

Exercise 3.1 Directions: Claudia is preparing a press release for a new product. She

calls Chris, one of Vadi Vision’s good customers, to ask him for a testimonial. Listen to the
telephone conversation.
What quote does Chris give Claudia to use? …………………………………………
Now decide whether the statements which follow are true or false. Correct the false
statements.
1. Claudia found out about Chris and how much he likes Vadi Vision's lenses because he

wrote her an email.
2. Chris doesn't want to say that Vadi Vision's lenses are the best because he doesn't

want to make the other suppliers that he works with unhappy.
3. Many of Eye Care Central's customers have heard about Vadi Vision through their

sponsorship of Eyes on the Eyes.
4. Vadi Vision will be giving away free sample of their lenses at a trade fair next week.

120

Exercise 3.2 Directions: Read the telephone conversation. Then, match the two parts

to make sentences from the dialogue.

1 I'm hoping. …. a your help.

2 I'm writing a press release. …. b to include.

3 Our customer services rep forwarded. …. c you can help me.

4 This would be a great quote. …. d me your email

5 I was wondering. …. e by our stand

6 Thanks so much for. …. f for our new ultra-hard lenses.

7 Make sure you come. …. g if you would mind us using it?

Exercise 3.3 Directions: Claudia is preparing a press release for a new product. She

calls Chris, one of Vadi Vision’s good customers, to ask him for a testimonial. Listen to
the telephone conversation. What quote does Chris give Claudia to use? Complete the
dialogue below.

Chris: Hello, Eye Care Central, Chris speaking.
Claudis: Hi Chris, this is Claudia from Vadi Vision. Chris, I’m hoping you can help
me. I’m writing a press release for our new ultra-hard lenses. Our
Chris: customer services rep forwarded me your email where you said that you
Claudia: thought our lenses were the best in the business. This would be
Chris: __________________1 and I was wondering if you would mind us using it?
Um, I’m not sure. Just between you and me, I do think Vadi Vision makes
the best lenses. But __________________2 too, of course, and I don’t want
to upset them.
I can understand that. Is there __________________3 you might be willing
to say about our lenses?
Well, I think a lot of our customers know about your lenses through your
advertising

121

campaign. I love the picture __________________4! So how about something like ‘Our
customers often ask for Vadi Vision lenses by name’?

Claudis: That sounds great! Let me just write it down…often ask for Vadi Vision
lenses by name. Thanks so much for your help, Chris.

Chris: No problem, Claudia. See you __________________5 next week?
Chaudia: Yes, I’ll see you there! Make sure you come by our stand. We’ll have some

samples of our new lenses __________________6.

Exercise 4

Directions: Put the parts of the press release that Claudia has written for the new

lenses in the right order.
........a. Contact:Claudia Felber, Claudia, [email protected]

Telephone: + 41 20 759 29 55
Fax: + 41 20 759 29 60
www.vadivision.cm
........b. TheDiamond Line ultra-hard lens is suitable for glasses wearers with single and
bifocal vision problems. And not only are the lense sultra-hard, but they’re also
extra thin. This makes theme especially attractive for those glasses wearers
requiring high prescription lenses.
........c. Eyecareprofessionals interested in information and samples should contact their
Vadi Visionrepresentative or send an email inquiry [email protected].
........d. Vadi Vision is one of the best known and most respected eyewear companies in
Europe. As Chris Baker of Eye Care Central in London testifies: ‘Our customers
often ask for VadiVision lenses by name’.
........e. Zurich, 12 March 20..
........f. Vaid Vision is pleased announce the release of a new ultra-hard lens. This lens is
more durable than any other product on the market.
........g. FOR IMMEDIATE RELEASE
........h. Vadi Vision releases a new ultra- hard lens

122

Exercise 5

Directions: Complete Claudia’s holiday letter to send out to Vadi Vision’s
distributors and retailers with words provided.

appreciated committed eventful greetings launch
partnership successful welcome

Dear [Name goes here.]

We at Vadi Vision want to pass on our holiday______________ 1 to you.
This year has been an ________________ 2 one for Vadi Vision.

We made news in Britain with our Eyes on the Eyes campaign to encourage eye health.
The campaign has been so _______ 3 that we plan to ________ 4 similar efforts in other
European countries.

We have made waves with our new Diamond Line series of lenses.

These ultra-hard lenses are becoming especially popular among athletes, who
__________ 5 the lenses’ durability.

This year has also seen some changes at Vadi Vision. As you know, our CEO, John
Vadi, recently left the company on his well-earned retirement. We would like to
_____________ 6 Gilda Greenwald to our team as the new CEO.

Despite these changes, Vadi Vision remains ______________ 7 to eye care.

We have greatly enjoyed working together with you over the past year, and look forward
to a continued _________________ 8 in the coming year.

With all the very best for the New Year,

123

6.4 Review Activity

Exercise 6

Directions: Work with a partner. Write a paragraph on the topic of studying English with

a private tutor versus studying English in an English class by using the outline given
below.

Conclusion

In this chapter, process analysis paragraph, comparison and contrast
paragraph, and analogy paragraph were presented. They were designed to provide
learners with exercises. Learners have learned that how to write these expository
paragraphs. Besides, Focus on Sentence Grammar will enhance learners’
understanding of noun clauses along with subordinators. For a content review named
Collaborative Activity: Summary, the learners are assigned the task of getting
information about a comic strip. They must ask each other by using six questions: Who,
What, When, Where, Why, and How, then write a paragraph for making a presentation.

Collaborative Activity: Summary

Exercise 10

Directions: Work in group. Look at this picture, and think about what is happening.

Freewrite for ten minutes to brainstorm ideas to explain why these two men on the dead
shout like that. Cross out ideas you don’t like and then write a paragraph by using the
ideas left.

References

Brandon, L. (2001). Paragraphs and Essays A Worktext with Readings (8th ed.).
Boston : Houghton Mifflin.

Brandon, L., & Brandon, K. (2001). Sentences, Paragraphs, and Beyond A Worktext
with Readings (3rd ed.). Boston : Houghton Mifflin.

Folse, K. S., Vokoun, A. M. , & Solomon, E. V. (1999). Great Paragraphs An Introduction
to Writing Paragraphs. Boston : Houghton Mifflin.

Jordan, R. R., (1990). Academic Writing Course. (New Edition). London : Collins ELT.
Lannon, J. M. (1983). The Writing Process A Concise Rhetoric. Boston : Little, Brown

and Company.
Oshima, A., & Hogue, A. (1999). Writing Academic English (3rd ed.). New York :

Longman.
Ostrom, J., & Cook, W. (1988). Better Paragraphs Plus (6th ed.). New York : Harper &

Row.
Reid, J. M. (1994). The Process of Paragraph Writing (2nd ed.). Englewood Cliffs, N J :

Prentice Hall Regents.
Sidewalkbubblegum. (2012). [Online]. Available HTTP: http://www.sidewalkbubblegum.

Com/category/comics-about-family-values/

Appendix

126

Answer Key

Chapter 1

Lead-in 1 p. 1

1. b 2. d 3. e. 4.c 5.a

Lead-in 2 p. 2

1. up 2. with 3. at 4.for 5.around 6.to 7. to

Lead-in 3 p. 2

1. /liˈeɪz/ 2. /ˈpreznt/ adj /prɪˈzent/verb

3. /prəˈvaɪd/ 4. /ʃəʊ/

5. /spiːk/ 6. /tɔːk/

7. BrE /ədˈvɜːtɪsmənt/ NAmE /ˌædvərˈtaɪzmənt/ noun

8. /kəˈmɪʃn/noun, verb

9. BrE /ˌmæɡəˈziːn/ NAmE /ˈmæɡəziːn/ noun

Lead-in 4 p. 3

1. Varied answers 2. Varied answers

1.1 The role of marketing

Exercise 1.1 p. 7

1. b 2. a 3. b

Exercise 1.2 p. 7

1 g .ac.th Academic Organisation 2 a .co.th Company

3 b .go.th Government 4 c .in.th Individual

5 e .mi.th Ministry Organisation

6 d .net.th Internet Service Provide

7 f .or.th Non-profit Organisation

Exercise 1.3 p. 8
1k 2l 3c 4I 5j 6h 7b

8 g 9 f 10 a 11 d 12 e

127

Exercise 1.4 p. 8 The answers may vary from different dictionary’s phonetic system.
1/ˈænəlaɪz/ 2 /əˈtend/ 3 /ɪˈvæljueɪt/ 4 /meɪnˈteɪn/

5 /ˈmɒnɪtə(r)/ 6 /səˈpɔːt/ 7 /əˈsɪst/ 8 /kənˈdʌkt/

9 /ˈɪmplɪment/10 /ˈmænɪdʒ/11 /ˈɔːɡənaɪz/12 /kəmˈpetɪtə(r)/

Exercise 2.1 p. 9 3.b. 4. a
1.d 2. c
2. f customer service
Exercise 2.2 p. 10

1. c media mentions

3. g brand strategies 4. b product line

5. a strong knowledge 6. e primary responsibility

7. d public relations

Exercise 2.3 p. 10
a4 b2 c7 d1 e6 f5 g3

Exercise 2.4 p. 11
1d 2a 3b 4c 5j 6e 7f

Exercise 3.1 p. 12-13 2. recruiting 3. finding out 4. modules
Exercise 3.2 1. starting 6. couple 7. sounds 8. advertised
5. corporation
p. 11
1. No.

2. Matt studied International Business and Management; Paula studied

English.
3. Matt wanted to work for a small company, not a big corporation.
4. She has a marketing qualification from The Chartered Institute of

Marketing (CIM).
5. A finance company.
6. Paula wanted a job with more travel and a chance to do more

international marketing.

128

Exercise 3.3 p. 14 (Alternative answer in brackets)

1. This is my first job since university. (since leaving university)

2. I just graduated. (I’ve just graduated)

3. What did you study? (were you studying)

4. I did a degree in International Business and Management at Hull.

5. There were a lot of modules in Marketing.

6. I did a marketing qualification.

7. I got a job as a Marketing Assistant for a finance company near

London.

8. It was a good organisation to work for.

Exercise 4.1 p. 14

1. marketing department 2. public relations 3.assistant’s name

4. individual products 5. various brands

Exercise 4.2 p. 15

1 Sabrina 2 Sylvia 3 Anna 4 Vittore

5 Uwe 6 Thomas

Exercise 4.3 p. 15 3 report, director
1 department 2 officer

4 products, assistant 5 responsible

1.2 Brands 13 k
Exercise 6.1 p.17 The answers may vary.
Exercise 6.2 p.17 The answers may vary.
Exercise 7.1 p.18 The answers may vary.
Exercise 7.2 p. 19

1d 2c 3b 4e 5a 6i
7 j 8 f 9 h 10 g 11 m 12 l

129

Exercise 7.3 p. 20

1 brand awareness 2 brand loyalty 3 brand image 4 brand name

5 product placement 6 product lifecycle 7range 8 endorsement

9 market leader 10 market share 11 market leader 12 research

Exercise 8.1 p. 21 (Alternative answer in brackets)

1. brand values 2. quality products 3. become increasingly important

4. promote through our brand 5. for coming up with 6. corporate design

Exercise 8.2 p. 22

Company 1 car company

1.quality 2.safety 3.environmental care

Company 2 bank

1.trust 2.innovation 3. Customer focus

Company 3 budget airline

1.great value for money 2.fun 3. honesty

Exercise 8.3 p. 22

1 project, external 2 associate 3 widely 4 promote

5 regulation, emphasize 6 remind 7communicate 8 obvious

Exercise 8.4 p. 23 The answers may vary.

Exercise 9 p. 23

1 brand name 2 brand awareness 3 brand identity

4 brand image 5 off-brand 6 brand equity

7 brand loyalty 8 branding 9 brand extension

10 derived brand

1.3 Review Activity

p.25 The answers may vary.

Collaborative Activity

p. 26 The answers may vary.

130

Chapter 2

Lead-in 1 p. 1 The answers may vary.

1 Conduct market research

Exercise 1.1 p. 33 3 clients, find out 4 competitors
2 search terms

5 new trends 6 sales records 7 listening

Exercise 1.2 p. 34

1. motivation + primary 2. qualitative + field
3. desktop + secondary 4. quantitative + primary

Exercise 1.3 p. 36 2. focus group, moderator
1. telephone

3. Mail, omnibus 4. respondent, interviewer-administered

5. Mystery shopper 6. package, taste
Exercise 1.4 p. 36

1c 2b 3a 4b 5a
Exercise 2.1 p. 37

2 online survey 3 individual interviews 4 focus group

5 street interview 6 telephone survey
Sample answer

Method: postal survey
Advantages: cheap

Disadvantages:- not very effective

- most people discard these surveys without answering

- those who answer usually skip half the questions

Method: online survey

Advantages: free

Disadvantages:- not appropriate for this company’s target group as

Customers tend not to buy from the website

- could lead to a skewed sample

131

Method: individual interviews (focus groups or street interviews)

Advantages: - allow people to examine a prototype, leading to more

informed responses

- usually have a better response rate

Disadvantages:- very expensive

Method: telephone survey

Advantages: - not as expensive as individual interviews

- allow the company to focus on its target market based on

user profiles

Disadvantages:- none

An online survey is the cheapest option. Doing individual interviews

(focus groups or street interviews) is the most expensive option.

Exercise 2.2 p. 38

1. skip half the questions 2. end up with a skewed sample

3. do a street interview 4. their strengths and weaknesses

5. focus on our target group.

Exercise 2.3 p. 39

1 relevant responses 2 skewed sample 3 prototype

4 response rate 5 target market/group 6 user profile

Exercise 2.4 p. 39

a target market/group b user profile c response rate

d skewed sample e relevant responses f prototype

Exercise 3 p. 40

Source of data data collection

feedback forms panel surveys

purchasing information desk/field research

email surveys

pre-testing

132

Exercise 4.1 p. 44

1. correct 2. Over half of their news consumption is online

3. 79% of respondents are made 4. correct

5. The survey suggests that nearly two thirds of blogger are over 30.

Exercise 5 p. 45

1 over 2 rose 3significantly 4. stable 5 period 6 plummeted

Chapter 3

3.1 Marketing strategy

Exercise 1 p. 46

1. The answers may vary.

Exercise 2

Exercise 2.1 p. xx

1. Product: have everything you need to connect to the internet. Fastest

connection available, free webspace and webpage design program,virus

scanner.

2. Price: not yet decided

3. Placement: cities across Europe, available within 48 hours

4. Promotion: ads on websites and in magazines

Exercise 2.2 p. xx

1. key factors 2. reaching 3. available

4. guaruntee 5. fixed 6. Introduction, pricing

Exercise 2.3 p. xx

1. connect to the internet 2. in just seconds

3. all incoming emails for viruses 4. in major metropolitan areas

5. placing an order. 6. in the introduction phase

Exercise 3 p.xx

1. Product: appearance quality service

2. Price: discount financing list price

133

3. Placement: channels of distribution location logistics
media
4. Promotion: public relations advertising

3.2 Pricing

Exercise 4

Exercise 4.1 p.xx

1 Captive product pricing 2 Psychological pricing

3 Penetration pricing: 4 Product bundle pricing:

Exercise 4.2 p.xx

1 d 2 c 3 b 4 e 5 a 6 g 7.f

Exercise 4.3 p.xx

1 unique 2 solutions 3 significance 4 costs 5 sensitive

6 premium 7 points 8 fair 9 bargain

Exercise 5 p.xx

1. c 2.b 3. e 4. d 5. f 6. a

Exercise 6

Exercise6.1 p.xx

1. attend 2.See 3. postpone 4. attachment

5. Cheers 6. mind 7. Input 8. Hope 9. best

Exercise 6.2 p.xx

1. flat fee 2.to bundle 3. discount 4. roll out 5. Optional extras

Exercise 7

Exercise 7.1 p.xx

1. f 2.a 3. e 4. d 5. c 6.b

Exercise 7.2 p.xx

A geographical pricing B premium pricing C penetration pricing

D captive product pricing E economy pricing

Exercise 7.3 p.xx

1. going rate 2.profit margin 3. Recommended retail price

134

4. price war 5. Break-even point 6.overheads

Exercise 8

Exercise 8.1 p.xx

1. early adopters of new technology, people who want high-speed internet

access

2.It provides the fastest connection in the business.

3.by extensive testing

Exercise 8.2 p.xx

1. targeting 2.shows 3.the main reason 4.provide

Exercise 9 The answers may vary.

Chapter 4
Lead-in p. xx

1. c 2. b 3 e 4. d 5.a
4.1 AIDA Model for advertising
Exercise 1 p.xx

1. The answer may vary.
Exercise 2.1 p. xx

1. e 2. g 3. f 4. D 5. c 6. b 7. h 8. A
Exercise 2.2 p. xx

They are advertising in order to give Germany a new image as a tourist
destination and to attract new tourists ( to remarket a product).
Exercise 2.3 p. xx

1 Boring and traditional.
2 Sausages, the Black Forest, great composers, Oktoberfest, white wines.
3 British people who are not aware of the other side of Germany.
4 Every country has its own advertising culture and advertising norms are different

in each country.

135

Exercise 2.4 p.

1 looking 2 create 3 outside, perspective

4 appeal 5 achieve 6 campaign, appeal

Exercise 2.5 p. 2 because of the weather
1 traditional image abroad.

3 create a new image. 4 go beyond the stereotypes

5 a fresh perspective 6 Advertising norms

Exercise 3 p.

1c 2b 3e 4a 5d 6f

4.2 Working with an ad agency

Exercise 4 p.

The answers may vary.

Exercise 5 p.

1B 2C 3A 4D

4.3 Advertising channels

Exercise 6
Exercise 6.1 p. (Suggested answer in brackets)

Print media: magazines, newspapers

Online: banner ads (pop-ups, pop-behinds (or pop-unders))

Outdoor: bus ads (ads on trains and other public transport, billboards, or

hoardings)

Other: TV ads (radio ads), postcards ( brochures, flyers, posters)

Exercise 6.2 p.

2 to devote an issue to something 3 good opportunity

4 to make sense 5 print media

6 repeat exposure 7 traditional channels

Exercise 6.3 p.
1 devotes an issue , good opportunity 2 repeat exposure

3 make sense, traditional channels 4 eye-catching images 5 print media

136

Exercise 6.4 p. 2 the repeat exposure
1 some larger newspapers. 4 highlight outdoor activities
3 go online to travel portals 6 eye-catching images
5 do bus ads

Exercise 7 p.

1 as 2 however 3 actually 4 How about

5 Also 6 All in all 7 just 8 Otherwise

Exercise 8 p.
(suggested answer)
Advantages: You reach 80% of internet users. You only pay for the ad

when someone clicks on it. The people you reach are interested in that products
or services you offer.
Exercise 10 p.
1e I am writing to request information on advertising in publication Travel

Today.
2c Specifically, I would like to know the circulation of your magazine.
3f Also, could you please send me your advertising schedule for next year?

4a I would be especially interested in any issues dedicated to hot travel
destinations.

5d And finally, could you please send me an advertising rate sheet to the

email address below?

6b Thank you for your help, and I look forward to hearing from you soon.

4.4 Review Activity 2 media 3 target 4 demographics 5 lifestyle
Exercise 11.1 p.
7 habit 8 research 9 light 10 plan
1 objectives
6 core

137

Exercise 11.2 p.

1 patterns/ strategy 2 Cost/ vehicles

3 budget/ mind/commercials 4 optimize 5 audit

Exercise 11.3 p.

1c 2d 3a 4e 5b

Collaborative Activity

Exercise 12 p.

.2….TV .1….Radio .3….Outdoor .4 ….Press

Exercise 13 (Pair work) p. xx

The answer may vary.

Chapter 5

Lead-in p. 145

1. First, Second, Next, Most of all,

2. (Answer may vary.)

3. Students’ paragraphs are in reverse order.

4. I hope that my future husband will have certain qualities.

5.1 Distribution channels

Exercise 1 p.

1. I’ll put you through 2. How are things?

3. Of course. 4. highlight our new line of microwaves

5. I’d like you to include 6. hide the price of the products

7. the feature on other shopping websites 8. That sounds good

9. let’s hope these changes improve things. 10. No problem.

Exercise 2 p.

1. true 2. False: Herschfeld offered buyme.com a large trade discount

3. True 4. True

5. False: She wants them to hide the prices until the products are placed in the

shopping cart.

6 False: The changes will be on the site by the end of the week.

138

Exercise 3 p.

1. featured 2.shot 3. list

4. negotiate 5.bricke-and-mortar 6. cart

5.2 Types of discount

Exercise 4 p.

1. f 2. a 3. g 4.b

5. d 6. e 7. c

5.3 Types of retailer

Exercise 5 p.

a. outlet stores b. online stores c. franchises

d. high -street shops e. chain stores f. hypermarkets

g. mail-order stores h. convenience stores

Exercise 6 p.

1 high-street shops outlet stores

2 convenience stores chain stores

3 convenience stores hyper stores

4 franchises

5 mail ”orders stores online stores

5.3 Telemarketing

Exercise 7.1 p.

1 Painstaking planning

2 Test for success

3 Know your contact

4 Continual assessment

Exercise 7.2 p.

a 2 Painstaking planning

b 4 Continual assessment

c 1 Know your contact

d 3 Test for success

139

Chapter 6

6.1 Public relations
Exercise 1
Exercise 1.1 p.

1. a 2. a 3. a 4. b 5. b 6. b 7. a 8. a 9. a 10. B
Exercise 1.2 p.

1. Three
2. They skip them.
3. Amazon.
4. Product photographs from sever angles: a detailed breakdown of your

consulting services.
5. A native speaker.
Exercise 1.3 p.
1. the face you show the world
2. make it much easier
3. they want to go
4. to get the main site.
5. all the products and services
6. product photographs
7. a simple shopping interface
8. many non-native speakers

Exercise 1.4 p.
1. Dos:
Include a good site map and search function.
Make it clear and easy to navigate.
Keep images small.
Include a ‘look-inside’ option.
Include buying information.