Business English Upper Intermediate U1S09 John Silberstein

Agenda Marketing: 4 Ps – Promotion Writing

4 Ps Promotion What is Promotion? something devised to publicize or advertise a product, cause, institution, etc., as a brochure, free sample, poster, television or radio commercial, or personal appearance.

4 Ps Promotion What are some Promotion activities? Advertising Public Relations Sales Promotion Personal Selling Direct Mail Sponsorship This is called the Promotional Mix

4 Ps: Promotion Advertising Advertising can be defined as placing your message in any form of paid media. Advertising can have a number of objectives, these usually are: To promote, To remind, To support, To compete, To persuade. You have two types of advertising. Above the line advertising is advertising placed in TV, radio, newspaper and cinema. Below the line advertising is based around advertising via direct mail, sponsorship and sales promotion.

4 Ps: Promotion Public Relations Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention. Managing public relations is very important for the organisation. Image in marketing is everything. Having a good image helps the organisation develop a trust and a bond between themselves and their customers. This good will is invaluble. Public relations activities include, press releases, company literature, videos, websites and annual reports.

4 Ps: Promotion Sales Promotion Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.

4 Ps: Promotion Sales Promotion The aim of sales promotion is to increase short term sales and increase instore or web traffic. The tactics used for this include loyalty cards, coupons, price promotions eg BOGOF (buy one get one free), point of sales, packaging promotion or web coupons.

4 Ps: Promotion Personal Selling Personal selling involves selling a product or service on a one to one basis. This can either be done face to face or over the phone. In our promotional section we talked about push and pull strategies. If the organisation is using a pull strategy to sell the product a sales force will be required to make sure that retail outlets are looked after well, that they have enough stock, are trained well so they can push the product onto the consumer. With a push strategy the sales force will need to try and persuade retail outlets to carry stock of your product.

4 Ps: Promotion Direct Marketing The aim of direct marketing is to create one to one relationships with the organisations target market. Direct marketing can come in the form of post, , telephone calls and mail order. The company usually contacts a named person at the address.

4 Ps: Promotion Sponsorship Sponsorship is about providing money to an event, in turn the product or company is acknowledged for doing so. For example the Bejing Olympics in 2008 was partly sponsored by Panasonic. Sponsorship helps the company improve its image and public relations within the market and usually the company attempts to sponsor a person or event that mirrors the image they are trying to aim for.

Opening and Closing 1.I am writing with regard to your recent . We regret to inform you that there are no double rooms available for the nights you require. 2.Thanks so much for the wonderful present. It’s exactly the book that I wanted – how did you know? I’m really looking forward to reading it. 3.Patricia, I’ve just read your . I’m so sorry to hear about what happened. 4.Sorry, I can’t make it to your birthday party at fishers restaurant, as I’m away on that day. 5.I am mailing this via the ‘Contact Us’ link on your website. I’d like to know a few more details about the anti-virus software that’s listed on the site. 6.I am writing with reference to our order number GH67. The goods arrived this morning, buy you sent only 200 pieces of the 300 we ordered. 7.Yes! Great! I’ve love to come to the party. 8.I’ve just heard from Antonio about the Paris contract. It’s fantastic news – you worked very hard on this and you deserve the success. A.Anyway, thanks again for inviting me, and I am really looking forward to it. Do you want me to bring anything? B.You know you can count on me if you need any support. I’ll call you at the weekend to see how things are. C.Should you need any further information about room availability, we will be happy to assist you. D.I look forward to receiving this information as soon as possible. E.It really is great news and I’m sure that it’s only the beginning of our work in the French market. F.Please deal with this matter urgently. I expect a reply from you by tomorrow morning at the latest. G.Thanks again for the gift and give my regards to your family. H.Anyway, sorry again that I can’t come, but have a great time. I hope we can meet up soon. What about going to see a movie?

Opening and Closing: Is each sentence a beginning or an ending and informal of neutral? 1.The computer network will be shut down for maintenance at 5pm on Thursday. 2.Oh Yes, I’ll be back late tonight. Can you do the shopping and buy something nice for dinner? 3.I look forward to receiving your advice on this matter. 4.What a surprise, how nice to hear from you! 5.Bye for now. See you soon. 6.I hope that everything is okay, but do not hesitate to contact me if you need any clarification. 7.Please find attached my report, as promised in Friday’s meeting. 8.I’m so happy for you! Write again soon and tell me how it’s going. 9.We are writing to advise you about some changes in our price list. 10.If you like any more details just let me know. I’m away all wee but Andrea is deal with this in my absence. 11.Simon and I have been talking about your holiday plans for next August. It liiks like we won’t be able to join you. 1.Beg/Neutral 2.Ending/Infor mal 3.Ending/Infor mal 4.Beginning/Inf ormal 5.Ending/Infor mal 6.Ending/Infor mal 7.Beginning/Ne utral 8.Ending/Infor mal 9.Beginning/Ne utral 10.Ending/Neutr al 11.Beginning/Inf ormal

Exercise Part 1: Choose a beginning and an ending from the previous exercise and write another paragraph or two of your own in the middle. Part 2: Exchange s with a partner and write a reply to your partner’s .