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Unit 8 Public Relations Marketing Skills focus Reading • understanding dependent clauses with passives Writing • nouns from verbs • paraphrasing • definitions • expanding notes into complex sentences • recognizing different essay types/structures: descriptive analytical comparison/evaluation argument • writing essay plans • writing essays Vocabulary focus • synonyms • common ‘direction’ verbs in essay titles (discuss, analyze, evaluate, etc.) 8.1 Vocabulary 8.2 Reading 8.3 Extending skills 8.4 Extending skills 8.1 Vocabulary A Study the words and phrases in box a. what do they relate to? advertising marketing tools direct mail word of mouth They all relate to marketing. internal marketing strategies localization 8.1 Vocabulary B Study the diagram on the opposite page. 1 What does the diagram illustrate? What happens at each stage of the process? The diagram shows the steps marketing people go through to set up a marketing plan (the flowchart on the left), and the range of marketing options (on the right). 8.1 Vocabulary B Study the diagram on the opposite page. 2 Which aspects of marketing are shown in pictures A-C? A—word of mouth B—advertising C—direct mail 8.1 Vocabulary C Look up each noun in box b in a dictionary. 1 Is it countable, uncountable or both? 2 What is its marketing meaning? 3 What is a good synonym? 4 What useful grammatical information can you find? 8.1 Vocabulary C Look up each noun in box b in a dictionary. Word C/U Meaning in marketing expense C/U cost objective C something you set out to do, e.g., sell a product, raise public awareness opportunity C a possibility that you see in the market Synonym Useful grammatical information cost, outlay, U or C depends on use: spending, U = refers to business expenses in general investment C = refers to costs claimed back by employees aim, target chance plural: ~y changes to ~ies 8.1 Vocabulary C Look up each noun in box b in a dictionary. Word C/U Meaning in marketing perception C/U the way people look at services + view, idea products; there is sometimes an implication that this view is wrong, e.g., There is a perception Synonym Useful grammatical information that A is true, whereas in fact … stuff strategy C C/U people who work for a company a plan, or the process of planning to ensure the success of a business or a product; can be short-term or long-term personnel (U) tends to be used with plural employees (C) verb (the staff are) in BrE and singular verb (the staff is) in AmE plan adj = strategic 8.1 Vocabulary C Look up each noun in box b in a dictionary. Word C/U Meaning in marketing trade C/U the area of business you are in business Synonym Useful grammatical information usually uncountable in a business context, but can be countable when used to refer to specific, often manual, labour (trades such as plumbing or carpentry) turnover C/U the amount of money earned by a business in a period oftime (can also refer to the rate at which staff leave a company and are replaced – staff turnover) (volume of) v = two words (turn over) sales, income 8.1 Vocabulary D Study the two lists of verbs in box c. 1 Match the verbs with similar meanings. 2 Make nouns from the verbs if possible. 8.1 Vocabulary D Study the two lists of verbs in box c. Verb Noun Verb Noun achieve achievement manage (to) — allocate (to) allocation reserve (for) reservation attract attraction appeal (to) appeal boost boost promote promotion decline decline go down — gain gain profit profit, profitability perceive perception see — retain retention keep — 8.1 Vocabulary 1 E Look at the Hadford University handout. How does the writer restate each section heading? Budget marketing = strategies that reduce the cost of marketing 8.1 Vocabulary E Look at the Hadford University handout. 2 Find synonyms for the grey words. Use a dictionary if necessary. Grey words Synonyms Grey words synonyms undercapitalized short of capital usually generally allocated … to reserved … for costly expensive / high expenses costs staff employees / personnel anticipated thought / expected perception idea / view collapse failure false incorrect 8.1 Vocabulary E Look at the Hadford University handout. 3 Rewrite each sentence to make paraphrases of the texts. Use: • synonyms you have found yourself • synonyms from Exercise C • the nouns you made in Exercise D • passives where possible • any other words that are necessary Example: Most small businesses are undercapitalized. → It is common for many small companies to be short of capital. 8.1 Vocabulary E Look at the Hadford University handout. Budget marketing It is common for many small companies to be short of capital. New businesses may have reserved funds for marketing, but they frequently find that things are more expensive than they had expected. So budget marketing techniques may be important to ensure the continued existence of the business. Small companies generally do not have the funds to hire marketing people or companies. If some marketing activities can be carried out by the company’s own employees, less money will need to be spent on marketing overall. It would be a mistake to assume that marketing can be ignored. 8.1 Vocabulary F Study the information about the Hadford University course on the opposite page. 1 Match the skills (A-P) with the modules (1-16) 8.1 Vocabulary F Study the information about the Hadford University course on the opposite page. 1 Match the skills (A-P) with the modules (1-16) 1—L 2—C 3—O 4—M 5—N 6—P 7—H 8—I 9—F 10—A 11—D 12—K 13—E 14—J 15—G 16—B 8.1 Vocabulary F Study the information about the Hadford University course on the opposite page. 2 Which modules would you follow if you wanted to learn more about brand building? Modules 1, 6 and 15. 3 Which modules would be relevant to a business that had noticed the problems in box d in their organization? A brochure that is unclear: Module 5, Product Information High staff turnover: Module 2, Workplace Procedures; Module 14, Leadership Spending more than the business earns: Module 12, Financial Management 8.2 Reading A Look at the phrases in the box. 1 What type of marketing process is most likely to be successful for each? Give examples. 2 What should you consider in the marketing process in each case? Product Type of marketing process Considerations a charity face-to-face, recurring newsletters, two-way communication, database marketing Stakeholders include supporters (donate time + money) and beneficiaries of the organization’s services. Marketing strategies need to focus on building a successful relationship with both groups. children’s clothing special events, competitions, advertising Fashion shows in children’s stores (need to consider timing, e.g., school holidays). Competitions are appropriate to the product – short, very visible to the target audience. 8.2 Reading A Look at the phrases in the box. Product Type of marketing process Considerations ecocosmetics network marketing, advertising, celebrity endorsement Word of mouth and referral = strong form of promotion, e.g., Avon’s success. Check for industry bodies that control direct marketing in some countries. Celebrity endorsement is generally effective for consumer goods. a health spa special promotions, No longer seen as elite establishments; identify direct mail competition + your ‘point of difference’ (or USP – unique selling point). Often use direct mail combined with special offers. 8.2 Reading 3 A Look at the phrases in the box. What could go wrong in the marketing process? Possible answers: Advertisement is placed in the wrong section of a magazine; people spreading negative stories about the food in a restaurant; difficult questions being asked at a press conference; wrong dates being printed on billboards; bad press/reviews. 8.2 Reading B Look at the four essay types on the right. 1 What should the writer do in each type? What the writer should do Descriptive writing describe or summarize key ideas/key events/key points. Give the plain facts. Could involve writing about: a narrative description (a history of something); a process (how something happens); key ideas in a theory; main points of an article (answers the question what is/are …? ) Analytical writing try to analyze (=go behind the plain facts) or explain something or give reasons for a situation; may also question accepted ideas and assumptions (answers the question why/how …?) 8.2 Reading B Look at the four essay types on the right. 1 What should the writer do in each type? What the writer should do Comparison compare two or more aspects/ideas/ things/people, etc., usually also evaluate, i.e., say which is better/bigger, etc. Argument give an opinion and support the opinion with evidence/reasons, etc.; may also give opposing opinions (= counter-arguments) and show how they are wrong 8.2 Reading B Look at the four essay types on the right. 2 Match each essay type with one of the questions below the slide (A-D). 3 What topics should be covered in each essay question? 8.2 Reading B Look at the four essay types on the right. Type of writing Question Topics Descriptive writing • niche marketing: what is it? B What is niche marketing? Describe some of the strategies for successful niche • examples of strategies used • how are they used? marketing. • how success is measured Analytical writing C Explain why Internet marketing has become such an important approach in marketing today. • Internet marketing: what is it? • list reasons for its importance today • are these reasons valid: if so, why? • if not, why not? 8.2 Reading B Look at the five essay types on the right. Type of writing Question Topics Comparison A What are the advantages and disadvantages of integrated marketing? • integrated marketing: what is it? • examples of advantages • examples of disadvantages • evaluation Argument writing D ‘Both external and internal marketing are needed to attract more customers.’ To what extent do you agree with this statement? • external marketing: what is it? • internal marketing: what is it? • examples of external marketing • examples of internal marketing • arguments for and against a combined approach as part of marketing strategy 8.2 Reading C Read the title of the text on the opposite page and the first sentence of each paragraph. 1 What will the text be about? The title of the text suggests that the text will look at the relationship between public relations and marketing. The words in the 21st century suggest that this relationship has changed from the previous century and that these changes will be the focus of the text. 8.2 Reading C Read the title of the text on the opposite page and the first sentence of each paragraph. 1 What will the text be about? Paragraph 1 will introduce the topic. Paragraph 2 will introduce marketing and how it is generally perceived. Paragraph 3 will explain the basic objectives of marketing. Paragraph 4 will explain the basic distinctions of PR. Paragraph 5 will compare the differences between PR in the past and now. Paragraph 6 will discuss changes in the marketing communications environment, in particular, Internet or online marketing. Paragraph 7 will discuss the trend towards targeting niche markets. Paragraph 8 will explain how marketing has become increasingly customer-orientated. 8.2 Reading C Read the title of the text on the opposite page and the first sentence of each paragraph. 2 Choose one of the essay questions in Exercise B. Write four research questions which will help you to find information for your essay. 8.2 Reading D Read the text. 1 Using your own words, make notes from the text on information for your essay question. 2 Work with another person who has chosen the same essay question as you. Compare your notes. 8.2 Reading D Read the text. Question Topic notes A What are the advantages and disadvantages of integrated marketing? • integrated marketing involves the combining the disciplines of advertising, PR, direct marketing + sales promotion • advantages: encourages development of specific knowledge and expertise— messages are more credible if every communication has a consistent message and strategy • disadvantages: may not deliver full potential to client—conflicts may arise between short-term sales promotion goals and long-term goals of image advertising • creativity may be compromised • a range of experienced practitioners should achieve efficiencies in both time and outcomes/results B What is niche marketing? Describe some of the strategies for successful niche marketing. • niche marketing targets a specialized market sector • strategies: identifying a need for a product/service that mainstream providers are not providing • target this sector through social media • research the niche words and phrases—use key phrases • success is measured by the growth of the business 8.2 Reading D Read the text. Question Topic notes C Explain why Internet marketing has become such an Important approach in marketing today. • Internet/online marketing provides personalized marketing communications • has greater marketing reach with less resources • accessed by people looking for products/services that meet their needs • easy for people to contact you and follow up • problems include lack of industry standards, adware, search engine spam • advantages outweigh the problems D Both external and internal marketing are needed to attract more customers. To what extent do you agree with this statement? • external marketing focuses on potential clients outside the organization • affected by factors outside the organization’s control, e.g., economic, political, demographic + changes within the industry • internal marketing occurs within the organization, generally under the organization’s control • includes customer relationship activities, e.g., sales, customer service + technical support • they are complementary activities, therefore both internal + external marketing need to be developed simultaneously 8.2 Reading E Study the highlighted sentences in the text. 1 Make the subjects and their verbs bold and underline the head words of the noun phrase. 2 Which is the main subject and verb for each sentence? 8.2 Reading Joining word 1 but 2 E Study the highlighted sentences in the text. Subject Verb Object/complement Marketing is (…) considered to be ‘just’ advertising and selling these represent only a small part of the ‘marketing mix’. Public relations has (…) been used to boost for example existing products and services by creating or renewing visibility. 3 In order to attract (both) external and internal marketing should be implemented. more customers 8.2 Reading F Study the table on the right. 1 Match each word or phrase with its meaning. 8.2 Reading F Study the table on the right. 2 Underline the words or phrases in the text which the writer uses to give the definitions. See Vocabulary bank Word/phrase Actual words giving the meaning Punctuation/vocab/structure localization …, which involves ensuring that services word/phrase followed by comma and products are placed in a local setting, … + which involves (= explanation) integration … is a recent approach to marketing communications planning, driven by technology and customers. word/phrase followed by is + noun phrase niche market This involves targeting a smaller, often specialized market sector. word/phrase followed by This involves + explanation external marketing … is focused on potential clients outside the word/phrase followed by is organization. focused on + explanation internal marketing … (service and sales skills) … word/phrase followed by definition in brackets Vocabulary bank Understanding new words: Using definitions You will often find new words in academic texts. Sometimes you will not be able to understand the text unless you look the word up in a dictionary, but often a technical term will be defined or explained immediately or later in the text. Vocabulary bank Understanding new words: Using definitions Look for these indicators: is or are External marketing is focused on … clients outside the organization. brackets … internal marketing (service and sales skills) … or … Internet or online marketers today … which … broader aspects of marketing, which include the development of services, distribution and pricing. a comma or a dash (-) immediately after the word or phrase … affiliate marketing, in which traffic from one website is directed to another. … customer-centric – from the customer standpoint … phrases such as that is, … ‘marcoms specialist’: that is a PR practitioner who has a greater focus on the marketing and sales aspects. In other words, someone with … skills. in other words Vocabulary bank Understanding new words: Using definitions Remember! When you write assignments, you may want to define words yourself. Listen to use the methods above to give variety to your written work. Vocabulary bank Understanding direction verbs in essay titles Special verbs called direction verbs are used in essay titles. Each direction verb indicates a type of essay. You must understand the meaning of these words so you can choose the correct writing plan. Kind of essay Direction verbs Descriptive State… Say… Outline… Describe… Summarize… What is/are …? Analytical Analyze… Explain… Comment on… Examine… Why…? How…? Comparison / evaluation Compare (and contrast)… Distinguish between… Evaluate… What are the advantages and/or disadvantages of…? Argument Discuss… Consider… (Critically)evaluate… To what extent…? How far…? Give reason for… 8.3 Extending skills A Find the words in the box in the text in Lesson 8.2. 1 What part of speech is each word? 2 Think of another word which could be used in place of the word in the text. Use your dictionary if necessary. 8.3 Extending skills Word A Find the words in the box in the text in Lesson 8.2. Part of speech Another word n (C) misunderstanding widespread (1) adj common, prevalent perception (2) n (C) view aspects (2) n (C) features objective (3) n (C) aim, target specifically (4) adv particularly integration (5) n (U) combination, mix advances (6) n (C) improvements Misconception(1) grab (7) standpoint (8) v (T/I) n (C) capture point of view (Paragraph numbers are given in brackets) 8.3 Extending skills B Study sentences A-D from the text in Lesson 8.2. 1 Identify the dependent clause. 2 Copy the table under the sentences and write the parts of each dependent clause in the table. 8.3 Extending skills Main clause B Study sentences A-D from the text in Lesson 8.2. Linking word Dependent clause Subject Verb By whom/what by good marketing A Businesses have known for a long time that success is increased B Marketers may use tools such as affiliate marketing, in which traffic from one website is directed to another C Public relations and marketing, to ensure that the same objectives should be coordinated are achieved D It is the possession of core skills that enables better results to be obtained (in less time) by both. by experienced marcoms professionals. 8.3 Extending skills B Study sentences A-D from the text in Lesson 8.2. 3 Rewrite the sentence using an active construction. Example: A Business have known for a long time that good marketing increases their success. A Businesses have known for a long time that good marketing increases their success. B Marketers may use tools such as affiliate marketing, which directs traffic from one website to another. C Public relations and marketing should be coordinated to achieve the same objectives. D Experienced marcoms professionals possessing core skills obtain better results in less time. 8.3 Extending skills C Read the essay plans and extracts on the opposite page. 1 Match each plan with an essay title in Lesson 8.2. Plan A = essay title C: Explain why Internet marketing has become such an important approach in marketing today. Plan B = essay title D: ‘Both external and internal marketing are needed to attract more customers.’ To what extent do you agree with this statement? 8.3 Extending skills C Read the essay plans and extracts on the opposite page. 2 Which essay is each extract from? Extract 1 = plan B Extract 2 = plan A 8.3 Extending skills C Read the essay plans and extracts on the opposite page. 3 Which part of the plan is each extract from? Extract 1 = plan B, point 6: Internal marketing success is shaped by overall organizational systems, goals, culture + management/employee relationship. Extract 2 = plan A, point 3: Importance of efficiency for competitiveness today: role of Internet marketing in providing an efficient marketing approach … 8.3 Extending skills D Work with a partner. 1 Write another paragraph for one of the plans. 2 Exchange paragraphs with another pair. Can they identify where it comes from? 8.4 Extending skills A Make complete sentences from these notes. Add words as necessary. A Another advantage of integrated marketing is that it encourages the development of specific knowledge and expertise. B A possible disadvantage is that it may not deliver its full potential to the client; for example, creativity may be compromised. C Integrated marketing involves a comprehensive plan, combining the disciplines of advertising, PR, IT, direct marketing and sales promotion. 8.4 Extending skills A Make complete sentences from these notes. Add words as necessary. D In conclusion, integrated marketing reflects the focus of both the industry and the client on integrated communications. E Integrated marketing needs able and willing team members contributing to an integrated approach, and coordinated management. F Integrated marketing will not work without people on the team who are able and willing to contribute to system thinking, and coordinated management who are willing to make knowledge productive. 8.4 Extending skills A Make complete sentences from these notes. Add words as necessary. G Reasons for its use today include technological change, cost effectiveness and customer and consumer demand. H To work well, integrated marketing requires integrated thinking and teamwork, with marketers able to access all the variable components to give customers solid foundations for creating their communications strategy. 8.4 Extending skills B The sentences in Exercise A are topic sentences for paragraphs in essay A in Lesson 8.2. Put them in the best order for the essay. What is the main topic for each paragraph? Topic sentences Paragraph topic C Integrated marketing involves a comprehensive plan, combining the disciplines of advertising, PR, IT, direct marketing and sales promotion. introduction G Reasons for its use today include technological change, customer and consumer demand, state and define aspects plus cost effectiveness. state and define aspects H To work well, integrated marketing requires integrated thinking and teamwork, with marketers able to access all the variable components to give aspect 1: subject A v B customers solid foundations for creating their communications strategy. F Integrated marketing will not work without people on the team who are able and willing to contribute to system thinking, and management who are willing to make knowledge productive. 8.4 Extending skills B The sentences in Exercise A are topic sentences for paragraphs in essay A in Lesson 8.2. Put them in the best order for the essay. What is the main topic for each paragraph? Topic sentences Paragraph topic A Another advantage of integrated marketing is that it encourages the development of specific knowledge and expertise. aspect 2: subject A v B B A possible disadvantage is that it may not deliver its full potential to the client; for example, creativity may be compromised. D In conclusion, integrated marketing reflects the focus of both the industry conclusion/ evaluation and client on integrated communications. 8.4 Extending skills C Look at the essay question on the opposite page. 1 What kind of essay is this? 1 What kind of essay is this? 2 Do some research and make a plan. 3 Write the essay. 8.4 Extending skills C Look at the essay question on the opposite page. 1 What kind of essay is this? 1 What kind of essay is this? This essay is largely analytical since it requires (possible) reasons why something happened. 8.4 Extending skills 2. C Look at the essay question on the opposite page. Do some research and make a plan. Possible essay plan: • Introduction: aims of essay. • Definition and description of the business and business environment. • Aspects of the business which can cause problems, e.g., ■ need to clearly identify the target/niche market, i.e., parents of young children ■ need a properly optimized website link to related sites and to ensure they are on the first page of search engines when potential customers are searching for educational toys ■ need to carry out research into keyword analysis and content optimization, plus a technical analysis of the site ■ need to monitor their website for useful measurement data, i.e., the number of clicks to their site and the number of enquiries and subsequent sales 8.4 Extending skills 2. C Look at the essay question on the opposite page. Do some research and make a plan. Possible essay plan: • Conclusion: need to attract more traffic to the Echild site. Possible lack of a market test against the niche. Need a point of difference/USP. Solution: create relevant profile and news opportunities, e.g., online newsletter that informs parents/discusses current topics relating to young children. 8.4 Extending skills 3. Write an essay. See Skills bank. C Look at the essay question on the opposite page. Skills bank Choosing the correct writing plan When you are given a written assignment, you must decide on the best writing plan before you begin to write the outline. Use key words in the essay title to help you — see Vocabulary bank. Type of essay - content Descriptive writing Possible structure • introduction List the most important points of something: e.g., in a narrative, a • point/event 1 list of key events in chronological order; a description of key • point/event 2 ideas in a theory or from an article you have read. • point/event 3 Summarize points in a logical order. • conclusion Example: What is niche marketing? Describe some of the strategies for successful niche marketing. Skills bank Choosing the correct writing plan Type of essay - content Possible structure Analytical writing • introduction • definitions • most important point: example/evidence/reason 1 example/evidence/reason 2 etc. • next point: example/evidence/reason 3 example/evidence/reason 4 etc. • conclusion List the important points which in your opinion explain the situation. Justify your opinion in each case. Look behind the facts at the how and why, not just what/who/when. Look for and question accepted ideas and assumptions. Example: Explain why Internet marketing has become such an important approach in marketing today. Skills bank Type of essay - content Comparison/evaluation Choosing the correct writing plan Possible structure • introduction • state and define aspects Decide on and define the aspects to compare two subjects. You may use these aspects as the basis for Either: paragraphing. • aspect 1: subject A v. B Evaluate which aspect(s) is/are better or preferable • aspect 2: subject A v. B and give reasons/criteria for your judgment. Or: Example: • subject A: aspect 1, 2, etc. What are the advantages and disadvantages of • subject B: aspect 1, 2, etc. integrated marketing? etc. • conclusion/evaluation Skills bank Choosing the correct writing plan Type of essay - content Possible structure Argument writing • introduction: statement of issue • thesis statement giving opinion • define terms • point 1: explain + evidence • point 2: explain + evidence etc. • conclusion: implications, etc. Alternatively: • introduction: statement of issue • define terms • for: point 1, 2, etc. • against: point 1, 2, etc. • Conclusion: statement of opinion Analyze and/or evaluate, then give your opinion in a thesis statement at the beginning or the end. Show awareness of difficulties and disagreements by mentioning counter-arguments. Support your opinion with evidence. Example: ‘Both external and internal marketing are needed to attract more customers.’ To what extent do you agree with this statement? Tips for Reference 8.1 Vocabulary部分,学生课前完成A、C、D项练习,让学生自学相关词 汇;课堂完成B、E 、F项练习。 8.2 Reading部分,让学生阅读课文,完成A-F项练习。教师重点讲解公共 关系中常用的四种 essay types, 并结合Vocabulary bank讲解Understanding new words: using definitions的技能。 8.3 Extending skills部分,学生课前完成A项练习;课堂教师讲解B 、C项 练习 。 8.4 Extending skills部分,教师组织学生课堂讨论A、B项练习,并讲解 Skills bank中相关技能;课后让学生完成一份essay plan制定及完成一篇 essay写作。 谢谢欣赏!