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Приготовление дезинфицирующих растворов различной концентрации Практические работы по географии для 6 класса Организация работы процедурного кабинета Изменения в неживой природе осенью Уборка процедурного кабинета Сольфеджио. Все правила по сольфеджио Балочные системы. Определение реакций опор и моментов защемления |
Divide the words on the box into three group depending on their meanings: ⇐ ПредыдущаяСтр 5 из 5
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’:
7) Match pairs with a similar meaning, one from each box. All the words can be used with ‘job’:
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:
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:
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
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.
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