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English for marketing and advertising o

English for marketing and advertising o

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Published by kwadratura

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Published by: kwadratura on Apr 01, 2011
Copyright:Attribution Non-commercial

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07/27/2014

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Contents
PAGETITLETOPI-CSUSEFULLANGUAGEANDSKILLS
5
II
Introduction
JobsandresponsibilitiesTalkingaboutjobdescriptions
tomarketingand
Corporateidentity,logosPresentingyourideas
advertising
Branding
11
I
Findingthe
MarketresearchGivingandaskingforopinions
customer
CustomerprofilesAgreeinganddisagreeingDatacollectionMarketresearchtermsAtelephonesurveyAskingquestionsWritingreports
19
II
Planninga
ThemarketingplanWritin,gemails
marketingstrategy
ThefourPsWritingapositioningstrategyPricingandposttioningstrategiesGivingapresentation
27
I
Creatingads
TheAIDAmodelforadvertisingDiscussinganadcampaignWorkingwithanadagencyGivingfeedbackAdvertisingchannelsRatesheets
37
I
Marketingtools
DistributionchannelsTelephoning-gettingthroughTypesofdiscountWritingtothecustomerTypesofretailer(directmailing)TelemarketingDirectmarketing
45
I
Presentingyour
PublicrelationsGettingcustomerquotes
publicface
WebsltesasamarketingtoolWritingpressreleasesSponsoringWritingaholidayletterEffectivepressreleases
53
I
Marketingthrough
GiveawaysThelanguageoftradefairs
tradefairs
OrganizingeventsSocializingAttendingatradefairReportingonatradefairvisitPAGEAPPENDIX
60Testyourself!
62
PartnerFiles
65
Answerkey
69
Transcripts
73A-Z
wordlist
n
Glossary79Usefulphrasesandvocabulary
 
Aboutthebook
Intoday'sbusinessworld,anyoneworkinginmarketingoradvertisingneedsEnglishinordertodotheirjob.Whetheryouaretalkingtoclients,discussingnewadvertisingcampaignsforyourcompany,establishinganewmarketingplan,orwritingapressrelease-youwillbeusingEnglishmoreandmore.
EnglishforMarketingandAdvertising
isaimedatanyonewhoworksinmarketingandadvertising.Thebookcoversalltheessentialresponsibilitiesofmarketingandadvertisingdepartments.ThereisparticularemphasisontherelevantvocabularyandspeakingskillsneededtoworkefficientlyinEnglish.Telephoning,emailing,meetings,andpresentationsarepractised,alongsidetheimportantspecialistvocabularyrelatingtobranding,marketresearch,advertisingrates,directmarketing,andpublicrelations.
EnglishforMarketingandAdvertising
consistsofsevenunits.Eachunitbeginswitha
Starter,
whichconsistsofsmallexercises,brainstorming,oraquiz.Followingthistherearedialogues,texts,andauthenticdocumentsalongwithavarietyofexerciseswhichallowimportantvocabularyandexpressionstobelearntincontextRealisticlistenings(dialogues,presentations,lectures)ontheaccompanying
MultiROM
allowyoutopractiseyourlisteningcomprehensionandtoimproveyourcommunicationskills.Throughouttheunitsyouwillbereferredtothe
PartnerFiles,
whereyouwillhavetheopportunitytopractiseallthelanguageoftheunitinrealisticrole-plays.
EnglishforMarketingandAdvertising
dealswithimportanttopicsrelatingtothissector,suchasfindingcustomers,marketingstrategiesandtools,creatingads,andtradefairs.Everyunitendswithan
Output
text,whichaddressesthetopicoftheunitandleadstodiscussion.Finallythebookcloseswithafuncrosswordto
Testyourself!
onallyouhavelearntovertheprevioussevenunits.Atthebackof
EnglishforMarketingandAdvertising
youwillfindthe
Answerkey,
whichyoucanusetocheckyouranswers.Youwillalsofindthe
PartnerFiles,aGlossary
andan
A-Zword
list,Thisincludesacolumnofphoneticsandaspacefaryoutowritethetranslationsofthewordsinyourownlanguage.Youcanalsousethe
Usefulphrasesandvocabulary
section
if
youneedtolookupexpressionsquicklywhilstatwork.The
MultiROM
containsallthe
Listeningextracts
fromthebook,Thesecanbeplayedthroughtheaudioplayeronyourcomputer,orthroughaconventionalCO-player_Inordertogiveyourselfextralisteningpractice,listentoitinyourcarorcopytoyourMP3-player.The
Interactiveexercises
letyoureviewyourlearningbydoing
Usefulphrases,Vocabulary.andCommunication
exercisesonyourcomputer,whichwillbeparticularlyvaluableifyouareusingthebookforself-study,

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