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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！