Divide the words on the box into three group depending on their meanings:

appoint fire hire lay off make redundant (BrE) quit recruit resign     stand down take on terminate (AmE)

employ _____________________ _____________________ _____________________

dismiss _____________________ _____________________ _____________________

hand in your notice _____________________ _____________________ _____________________

Look at the words on the box again. Which words are used when the employee does something wrong, not when the company needs to save money? _____________________________________

4) Underline the correct words in italics:

1. A candidate / an applicant has simply asked for a job (e.g. by sending a CV); a candidate / an applicant is being actively considered for the job by the company.

2. A classified ad / a display ad is a short piece of text; a classified ad / a display ad has a box around it and can have artwork.

3. If you outline / highlight a point, you make people notice it and think about it; if you outline / highlight a point, you describe the main ideas.

5) Cross out the item, which has a different meaning to the others:

1. to complete, fill in, fill out, submit an application form

2. to attend, be called for, carry out, get, go for an interview

3. to allocate, assign, delegate, give somebody, set somebody, succeed in a task

4. to be faced with, carry out, fulfill, perform a task

5. to have a challenging, daunting, difficult, hard, thankless, uphill task

6. to talk about candidate’s employment contract, history, record

7. to have an established recruitment method, policy, procedure, process

8. to have the required expertise, know-how, mindset, skillset

6) Match pairs with a similar meaning, one from each box. All the words can be used with ‘experience’:

considerable direct practical previous limited relevant

 

appropriate extensive first-hand hands-on little prior

 

7) Match pairs with a similar meaning, one from each box. All the words can be used with ‘job’:

boring challenging decent ideal manual regular

 

blue-collar dead-end demanding dream steady worthwhile

 

Essay topics   

1) Describe your company’s recruitment procedure. ls it successful? How could it be improved?

2) Work on your CV (resume) – real or imaginary.

Text 5.

Vocabulary

to build awareness of smth

to reinforce

subtle

unintended

to convince

media outlets

product placement

account manager

to assess

to negotiate deals

place an ad

coverage

to maintain contacts

goodwill

philanthropy

to threaten

digital convergence

Reading

Promotion

The aims of promotion

Promotion can have a variety  of different aims. lts classic aims are:

- to build awareness of a new product.

- to reinforce a brand.

- to stimulate demand, either by getting new customers to try a product (eg free sample, free trial), or by getting existing customers to buy more, or sooner.

But promotion can work in more subtle, often unintended, ways. For example it can create an initial interest in a product category and then convince customers that they have a need for it – before they think about specific brands.

Promotional activities

There are four main types of promotional activity:

Advertising

This includes the whole variety of media outlets: television, radio, print (eg newspapers, magazines), Internet (ie web and email), direct mail, outdoor (eg billboards, buses), indoor (eg airports, in-store), product placement, mobile devices and sponsorship.

Large companies rarely handle their own advertising; they usually use the services of an agency – perhaps using different agencies for different product lines.

Who does what in an advertising agency?

Account manager works with the client to develop the strategy.

Creative team generate ideas and take the initial concept through to the final advertisement.

Market researchers assess the client’s market situation and test creative ideas.

Media planners actually place the ads in various media and negotiate deals with them.

Sales promotions

This includes coupons, special offers, contests, loyalty programs, etc.

Personal selling

This can be face-to-face or via the telephone

Public relations (PR)

This has various functions:

· Monitoring the media for any coverage of the company, and maintaining contacts with people in the media (eg using news releases as part of a press kit).

· Keeping in contact with customers and /or employees through company newsletters, in-house blogs, etc.

· Crisis management when something happens that threatens the company image.

· Organizing special events to build both brand awareness and brand loyalty. Events might include parties, product demonstrations, stunts, seminars, etc – often in unusual locations.

· Building goodwill through community programs and philanthropy.

Other targets of promotion

Finally, it’s important to remember that customers aren’t the only target of promotion. Other targets of a marketing message might be news media, special interest groups (eg environmental organizations), opinion formers (eg doctors for the pharmaceutical industry), trade associations, partners in the distribution channel (eg retailers), investors, employees, etc. An often overlooked area is the importance of in-house promotions: explaining a new product to the sales force and motivating them to sell it.

Trends in advertising

Changing media choices:

Cellphone screens, social networking sites, podcasting (audio and video).

Digital convergence:

Everything will connect to the network (not just computers, televisions and cellphones, but also wallets, fridges and cars).

Audience monitoring:

Tracking and measuring how consumers respond to advertisements is becoming easier and more important.

GPS in personal mobile devices:

This allows business to push targeted, location-specific ads (eg restaurants, bars, specialist sops).

 

3. Questions:

1. What are the main classic aims of promotion?

2. How does indirect (subtle) advertising work?

3. Name and describe the four main types of promotional activity.

4. Give examples of media outlets.

5. What do public relations managers do?

6. Apart from customers, what other targets of promotion are there?

7. What are the recent trends in advertising, according to the article?

Exercises

1) Find a word in the text above that matches each definition below:

1. Large boards for advertisements in an no outside public place (BrE hoardings) ___________________________

2. Providing money for a special event or a sport team in order to advertise a brand name ____________________

3. News about something – on the television, on the radio, or in a newspaper or a magazine - _________________

4. (two words) information given to reporters that contains news plus supporting material (eg background information, photos) ____________________________

5. Silly or unusual things that are done to get public attention ______________________

6. (formal) kind feelings towards a person or organization _______________________

7. The practice of giving money and help to people who are poor or in trouble _________________________

8. A situation in which things gradually become very similar _______________________

9. Following the development or progress of someone or something ______________________

10. A system that uses radio signals from satellite to show an exact position on the Earth __________________

 

2) Make phrases by matching an item from each column:

1. build	an ad in the media
2. stimulate	in contact with customer
3. take	demand by offering a free trial
4. place	awareness of a new product
5. issue	how consumers respond to advertisements
6. keep	an initial concept through to the final advertisement
7. monitor	targeted ads to a mobile device
8. push	a news release

 

3) Underline the verbs that make sense in the sentence:

1. The agency carried / placed / published / put / ran / took out an ad in a magazine. (5 correct answers)

2. The magazine carried / placed / published / put / ran / took out the ad. (3 correct answers)

4) The items in the box are all methods of sales promotion. Match each one to its definition below:

discount  loyalty program  contest  personal appearance  free samples  trade-in free product    coupon   free trial

 

1. a competition where the winner gets a prize _______________

2. small piece of paper which you can use to buy goods at a lower price ___________________

3. short-term price reduction ___________________

4. experiencing a small quantity of a product without purchasing it __________________

5. experiencing a service for a short time without purchasing it __________________

6. ‘buy on, get one free’ ______________________

7. where customers are offered a rewards (eg discount, free product) for frequent purchasing ______________

8. where a celebrity appears somewhere in order to generate customer traffic _______________

9. using an older product as part-exchange for a new product _____________________

5 ) Study the table below and label each column with one of these types of promotional activity: advertising, personal selling, sales promotions, PR

	1 ______________	2 ______________	3______________	4________________
Intended audience	mass and targeted	mass and targeted	mass	targeted
Message flow	one-way	one-way	one-way	two-way
Payment model	paid	paid	non- paid	paid
Interaction type	non-personal	non-personal	non-personal	personal
Demand creation	lagging	quick	lagging	quick
Message control	good	good	poor	very good
Message credibility	low	medium	high	medium
Cost effectiveness	difficult to know	medium to high	high (because non-paid)	high

 

5. Choose one of the topics below and write an essay:

 

1) It’s increasingly difficult to reach customers through advertising. Media channels are becoming ever more diverse and fragmented. What is the advertising industry doing to meet this challenge?

2) The better an advertisement is, the more people remember the advertisement and the less they remember the product. Can you think of an example of this?

 

Exam topics and questions:

1. What management styles do you know? How does a management style reflect the personality of a manager on the one hand, and the type of organization, on the other?

2. What is management? What do managers manage? How important is it for a manager to be able to organize their time efficiently? Can you manage your time?

3. In what way do managers differ from leaders? What are the characteristics of a good leader? What qualities do all great leaders have in common?

4. Why do you want to work in Human Resource Management (HRM)? Who or what influenced your choice of future profession?

5. What are the advantages and disadvantages in the work of HR managers?

6. What kind of personality should an HR manager have to succeed in his\her career? What traits of character may have a negative impact on their work?

7. What main functions do HR managers perform?

8. Describe the process of selection and recruitment.

9. What types of interviews do you know? Name and describe the main stages of a typical interview.

10. What is a CV? What information does it normally contain? How should it be organized? Give a few tips on how to prepare a decent CV.