The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be accomplished only if people receive messages constantly and consistently. The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable millions of people to receive a message at the same time. Through the miracle of satellite communications, the world is a global village of shared information.
On a more specialized level, the media are no longer just mass communication. Thousands of publications and hundred of radio, television and cable outlets enable the public relations communicator to reach very specific target audiences with tailored messages designed just for them. Demographic segmentation and psychographics are now a way of life in advertising, marketing and public relations.
The media’s power and influence in a democratic society reside in their independence from government control. Reporters and editors make independent judgements about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not every one is happy with what they decide, the fact remains that media gatekeepers are generally perceived as more objective than public relations people who represent a particular client or organization.
This is important to you because the media, by inference, serve as third-party endorsers of your information. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The information is no longer from your organization. Consequently, your dependence on the media requires that you be accurate and honest at all times in all your public relations materials.
10.5 Can you explain the following?
1. Through the miracle of satellite communications, the world is a global village of shared information.
2. Demographic segmentation and psychographics are now a way of life in advertising, marketing and public relations.
3. The media, by inference, serve as third-party endorsers of your information.
10.6 Render this extract in English:
Публикуя новости, присылаемые отделом паблик рилейшнз, средства массовой информации рассчитывают получить взамен информацию о самой организации или её производственной деятельности.
В некоторых случаях это - просто текущая информация, хотя она может иногда оказаться рекламой, выгодной для интересов компании. Временами, к сожалению, пресса проявляет интерес к вопросам, которые лучше всего было бы не затрагивать. При передаче информации журналистам необходимо разъяснить, могут ли они цитировать ее как официальное заявление, и сделано ли оно частным лицом или же им нужно ссылаться на представителя организации.
С другой стороны, журналисту можно сказать, что он может использовать полученную информацию, не ссылаясь на источник, или укзать, что она носит строго конфиденциальный характер и не должна появляться в печати.
10.7 Negation using prefixes. We can make nouns, verbs and adjectives negative with a negative prefix.Complete the second sentence so that it has a similar meaning to the first sentence. Use the adjectives below with a suitable prefix.
| Prefixes | Examples | |
| Nouns | anti- | anti-business lobby, anti-nuclear campaign |
| de- | deregulation of the industry, company | |
| decentralisation | ||
| dis- | dishonesty, dissatisfaction, disadvantage | |
| in- | incompletion, inconvenience | |
| non- | non-executive director, non-dollar assets, | |
| non-core businesses | ||
| Verbs | de- | decentralise, decommission, deregulate, devalue |
| dis- | discontinue, disagree, disinvest | |
| mis- | misinterpret, mismanage, misrepresent, | |
| misunderstand, misuse | ||
| un- | unbundled, unbalance, uncover, unload | |
| Adjectives | dis- | dishonest, dissatisfied, disqualified |
| il- | illegal, illegible, illicit | |
| im- | impossible, imperfect | |
| in- | incompetent, inactive, incompatible | |
| ir- | irrelevant, irresponsible, irrecoverable | |
| mis- | misleading, misused | |
| un- | uneconomic, unreliable, unscrupulous, unemployed |
compatible continued convenient core
informed interpreted leading legible
loading regulated satisfied used
1 I'm sorry, you were not given the correct data.
I'm sorry you have been......
2 We are not at all happy with your customer-service department.
We are very..... with your customer-service department.
3 Monday's not a good day for me to meet.
It's........ for me to have the meeting on Monday.
4 The machine is broken because it hasn't been operated properly.
The machine is broken because it's been …….
5 The company decided to sell off everything that was not central to their
business.
The company decided to sell off all. business.
6 This colour is no longer available.
This colour has been......
7 I don't think I have understood what you meant.
I think I may have.... you.
8 A consignment of glasses were broken while being taking off the truck.
A consignment of glasses were broken when they were ……… them.
9 His handwriting is impossible to read.
His handwriting is totally.......
10 The consultant warned that the two company cultures might not work
together.
The consultant warned that the two company cultures might be …..
11 This advertisement does not give a true description of the product.
This advertisement gives a..... description of the product.
12 The government has reduced its control of the energy sector.
The government has..... the energy sector.
Marketing Test
Q1. A Cash Cow is (Select one answer)
(a) a product which generates a significant amount of profit for a company.
(b) a product with a high market share, and a high rate of growth.
(c) a product with a low market share and a low rate of growth.
(d) a product which generates a significant amount of money for a company.
Q2. A product life cycle
(a) shows how a product’s sales or profits, depending on the units used, may rise and fall over its life.
(b) tells you how long a product will sell for and make a profit.
(c) is divided into three stages.
(d) shows how profitable a product will be.
Q3. When performing primary research
(a) you spend a lot of time sitting at a desk, using a computer, and researching through old data.
(b) you are obtaining first hand data, specifically targeted at a particular marketing problem.
(c) you are spending little money.
(d) you are researching into the farming, fishing and mining industries.
Q4. All of the following are examples of extension strategies, except
(a) selling overseas.
(b) developing a new market for the product.
(c) finding new uses for the product.
(d) stretching the quantity available over a wider geographical region.
Q5. The demand for a product varies with all of the following except
(a) the income of prospective customers.
(b) its price.
(c) the costs of production.
(d) The amount of successful advertising expenditure.
Q6. What is meant by the term psychological pricing?
(a) The process of raising the customer awareness of the supposed values/qualities of your product, so building its brand image.
(b) The cutting out of wholesalers from the distribution chain.
(c) Setting prices that reinforce the concept of value. e.g. £99 and not £100.
(d) The forces of supply and demand and how they determine price.
Q7. All of the following are roles of wholesalers, except
(a) breaking bulk.
(b) sharing the risk of new products with the manufacturer.
(c) servicing the needs of small customers.
(d) selling directly to consumers.
Q8. The price elasticity of demand for a product tells you
(a) how sensitive price is to changes in demand.
(b) how sensitive the demand for a product is to changes in the products price.
(c) How demand changes with changes in the prices of competitors goods.
(d) how sensitive demand is to changes in the costs of production.
Q9. Market share tells you
(a) how well a firm is doing.
(b) how much power a firm has in a market.
(c) how many firms there are in a particular market.
(d) how big a market is.
Q10. Market segmentation is done by firms for all of the following reasons, except
(a) to increase market share.
(b) to assist new product development.
(c) so that they can develop multi-purpose advertising campaigns.
(d) to extend products into new markets.
Q11. The income elasticity of demand for a product is negative. Such products are known as
(a) normal goods
(b) inferior goods
(c) luxury goods
(d) necessities.
Q12. In the marketing mix what is meant by the term 'place'?
(a) The process of getting products to the places where customers can buy them.
(b) Recognising that consumers change their tastes over a period of time.
(c) The building-in of reliability to a product.
(d) Launching a new product that extends the product range.
Q13. The Boston Matrix is a visual presentation, or model, which
(a) shows if a product is likely to be a success or not.
(b) allows firms to classify their products according to their market share and the growth rate
(c) The building-in of reliability to a product.
(d) Launching a new product that extends the product range.
Q14. A 'Star' is
(a) A product with a high market share and a high rate of growth.
(b) A product with a low market share and a low rate of growth.
(c) A product with a high market share but a low rate of growth.
(d) A product with a low market share but a high rate of growth.
Q15. The price elasticity of a product is influenced by all of the following factors, except
(a) necessity
(b) habit
(c) brand loyalty
(d) the level of VAT in operation at the time
Q16. Market share can be measured by
(a) counting the number of customers there are in a market, and for a particular firm within it.
(b) comparing the sales value for a company with the total unit sales for the whole market.
(c) comparing the sales value for a company with the total sales value for the whole market.
(d) comparing the number of outlets a firm has with the total number of outlets within the market.
Q17. All of the following are extension strategies for a product, except
(a) finding new uses for the product.
(b) encouraging more frequent use and purchase of the product.
(c) developing new markets for the product.
(d) repackaging the product.
Q18. Explain what is meant by the term advertising elasticity.
(a) The responsiveness of demand to price changes.
(b) How much advertising influences sales.
(c) It measures the responsiveness of the demand for a product to changes in the amount of advertising spent on it.
(d) The change in demand caused by a change in income.
Q19. When looking at a firm’s marketing strategy you notice the term 'asset-led' marketing. What does this mean?
(a) The selling of those fixed assets which are no longer needed to maintain current capacity needs.
(b) The use of names to sell products.
(c) The use by a company of its assets as a major part of its marketing strategy.
(d) The process of buying a company and then selling some of its most valued assets.
Q20. Our 'below the line operations' continue to be disappointing. What does the Chief Executive mean by this?
(a) That the profit after tax deduction is less than forecast.
(b) A range of promotional activities over which the company has little direct control.
(c) The feedback that comes from a survey.
(d) Research conducted by using publications that are available on a subject.
Q21. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?
(a) A mathematical exercise that puts data into a series of boxes.
(b) A management tool that allows firms to classify their products according to their market share and the growth rate
(c) The feedback that comes from a survey.
(d) Research conducted by using publications that are available on a subject.
Q22. Explain, using examples what is meant by the term 'above the line' marketing
(a) The use of point of sale materials such as cut outs of artists in record stores.
(b) A marketing term referring to promotional expenditure using independent media channels, such as television and radio
(c) The accounting profit before profit and tax are deducted.
(d) Using various ways to promote fast moving consumer goods by changing their appearance or contents.
Q23. Which of the following is an example of a loss leader?
(a) The use of advertising via newspapers and television.
(b) Engaging a public relations firm to promote your company.
(c) Using very low prices to encourage customers to buy.
(d) An advertising campaign that aims to increase public awareness of your product.
Q24. What does a business mean by the term 'advertising'?
(a) various ways of communicating the qualities of products to potential consumers.
(b) The placing of advertisements in newspapers and magazines.
(c) Through the use of various media channels the firm tries to inform potential customers of its products.
(d) Selling products to people.
Bibliography
1. Захарова Е.В., Ульянищева Л.В. Public relations & Advertising in close-up: Учебное пособие для студентов высших учебных заведений с аудиодиском. - М: Изд-во ИМПЭ-ПАБЛИШ, 2004 - 272 с.
2. Пусенкова Н.Н. Английский язык. Практический курс для решения бизнес задачю – 2-е изд., испр. и доп.- М: Эксмо, 2008. – 448 с.
3. Farral C.& Lindsley M. Professional English in Use Marketing.- Cambridge University Press, 2008.- 144p.
4. Gore S. English for marketing and advertising.- Oxford University Press, 2007.- 80p.
5. Longman Business English Dictionary.- Pearson Education Limited, 2000.- 533p.
6. Mascull B. Business Vocabulary in Use.- Cambridge University Press, 2002.- 172p.
7. Sweeney S. Test your profeesional English: Management.- Pearson Education Limited, - 106p.