UNIT 7
PROMOTIONAL STRATEGY
A.
READING
Have you ever got leaflets, brochures, and booklets? Or have you ever seen a poster or a
banner? What do you think they are for?
Do you like to watch commercial breaks? What’s your favorite?
Words to Watch for
to stimulate (v) : to make something happen
plan (n)
: intention to do something
to persuade (v)
: to ask someone to follow/agree
to remind (v)
: to make someone remember
sponsor (n)
: someone or organization that support
to enhance (v)
: to make something bigger.
attempt (n)
: when you try to do something
to blend (v)
: to mix ; to put something together.
channels (n)
: something to link
to accomplish (v) : to succeed in doing something.
 Now Read the Text
Promotional is marketing activity that stimulates demand for a firm’s products.
Marketers promote everything from needle to aircraft. Once the product has been created,
promotion is often used to competition.
Promotional strategy is the plan for informing, persuading, or reminding the
target market about a product. The goal is to stimulate action. In a profit-oriented firm,
the desired action is for the consumer to buy the promoted item. The combination of
advertising, personal selling, sales promotion, and publicity used to promote a product is
called the promotional mix.
Advertising is any non-personal message paid for by an identifiable sponsor for
the purpose of promoting products. Companies use two types of advertising: product
advertising and institutional advertising. Product advertising is advertising intended to
promote demand for a product or service such as Pepsodent toothpaste. Institutional
advertising is advertising done to enhance a company’s public image rather than to sell a
product. The second element of the promotional mix is personal selling. It is a face-toface attempt to persuade prospective customers to buy a given product. Personal selling
provides the company with the opportunity (1) to give customers individual attention, (2)
to adapt a message to the customer, (3) to focus on a specific target market, (4) to receive
immediate feedback, and (5) to provide the opportunity the third element of the
promotional mix is sales promotion. It is the marketing activities other than personal
selling and advertising that stimulate consumers purchasing and dealer effectiveness.
5
10
15
20
Sales promotion supports the other three elements in the marketing mix to close the sale.
The fourth element of the promotional mix is publicity. It is non-paid, non-personal
communication to promote the products, services, or images of the company. It is an
important element of the promotional mix that can be overlooked because of its nature.
The four elements of the promotional mix need to be blended to communicate effectively
to a target market.
Each type of promotion serves a different function and therefore should support
the other elements. There are two potential promotional strategies: push strategy and pull
strategy.
Push strategy is a strategy directed at the members of the marketing channels
rather than the consumer. While pull strategy is a strategy aimed at the consumer. To
accomplish this strategy marketers rely on the advertising, sales promotion and publicity
elements of the promotional mix.
Taken from: Let’s Talk Business; Business Concept for English Practice
COMPREHENSION
I. ANSWER THE FOLLOWING QUESTIONS!
1. What is promotion?
2. What promotion strategy?
3. What is promotional mix?
4. What is advertising?
5. What are the two types of advertising used by companies?
6. What is product advertising?
7. What is institutional advertising?
8. What is personal selling?
9. What is sales promotion?
10. Name the elements of promotional strategy?
II. STATE TRUE OR FALSE
1. There are three potential promotional strategies
2. Personal selling provides the customers with five opportunities.
3. A strategy directed at the customers is known as pull strategy.
4. Personal selling is advertising done to enhance a company’s public image
5. Personal selling is one of the elements of promotional mix.
B.VOCABULARY
The following is a vocabulary exercise related to computer world.
I.
Fill in the blank with the most suitable word.
1. With effective advertising a company can become a ………….. name.
a. house
b. household
c. housewife’s
d. home
2. We need an effective campaign to ……….our new product range.
a. fire
b. set out
c. set off
d. launch
3. During the commercial ………., there was an advertisement for a new
woman’s magazine.
a. break
b. breakage
c. pause
d. interval
4. The first thing an ad must do is ………. the reader’s eyes.
a. trap
b. catch
c. find
d. reach
5. We need a name for the product which will……… to teenagers.
a. draw
b. attract
c. succeed
d. appeal
6. They decided to do a mail ……….to get people interested in their holiday
homes.
a. shot
b. shoot
c. trial
d. list
7. All advertisers must obey the industry’s ………..
a. practice code
b. code of practice c. practical code
d. code word
8. Advertising on television is very expensive during ………. viewing hours.
a. peak
b. high
c. audience
d. big
9. We did a lot of research to ensure that the advertisement would appeal to
the ……….the audience.
a. aim
b. arrival
c. goal
d. target
10. Newspaper advertising ……….for 45% of the total.
a. accounted
b. counted
c. comprised
d. came
11. Advertiser look at each newspaper’s ……….figures before deciding
where to place their advertisement
a. circular
b. population
c. circulation
d. revenue
12. As part of our service we provide ………. display material.
a. selling point
b. point-of-sale
c. appointed
d. salesmanship
13. If you advertise at airports, you have a ……….audience.
a. captured
b. slave
c. captivated
d. captive
14. She does the art work while I write the………..for each advertisement.
a. copy
b. copies
c. copyright
d. media
II. MATCH the words from list A with the word from list B
A
1. stimulate
2. demand
3. promote
4. message
5. attempt
6. customer
7. provide
8. purchase
9. blend
10. accomplish
B
a. realize
b. requirement
c. mix
d. contribute to growth
e. buy
f. information
g. try
h. client
i. need
j. make active
II.
1.
2.
3.
4.
5.
6.
7.
8.
FIND THE SYNONYM OF THE UNDERLINED WORDS FROM THE
TEXT
The students intend to have a students’ meeting.
The foreign company has launched an exclusive product in order to fame the
company.
The director tried to enlarge his company by establishing branches in big cities.
Parents should encourage their children to read books.
A marketing manager emphases his marketing tactics to attract the prospective
buyers.
A good chance will never come twice.
Marketing techniques should be put together with other elements in marketing.
To gain ‘push strategy’ marketers depend on advertising.
C. LANGUAGE FOCUS
COUNTABLES AND UNCOUNTABLES NOUNS
ARTICLES: A/AN/THE
Countable noun:
1. may be preceded by “a” or “an” in the singular noun
2. is used with singular generic noun
3. takes a final -s/-es in the plural
Non countable noun:
1. is not immediately preceded by “a”
or “an”
2. has no plural form; does not take a
final – s / - es
It may be in plural from by adding :
some
any
a lot of
much
ARTICLE ‘THE’
It refers to ‘DEFINITE NOUNS”
It is used with both countable and non countable nouns
It is used when the same thing is mentioned again
EXAMPLES: COUNTABLE NOUNS
SINGULAR
PLURAL
•
•
•
•
•
A chair
A watch
A business
A teacher
A student
chairs
watches
businesses
teachers
students
•
•
A fly
A bird
flies
birds
EXAMPLES: NON COUNTABLE NOUNS
SINGULAR
PLURAL
• Furniture
some furniture
• Water
a lot of water
• Advice
some advice
• Money
a lot of money
• Luck
some luck
• Light
some luck
GRAMMATICAL EXERCISES
I. PUT IN “A”, “AN”, “THE”
1. She has left …. House without … umbrella.
2. ….. Earth moves round ….. Sun.
3. There isn’t … drop of ….. Water on …. Moon
4. ….. Child whose parents are dead is …. Orphan
5. There is …. Box of …. Matches …. table
II. PUT ‘A’ , ‘AN’, ‘THE’ WHERE NECESSARY
We saw ……flash of ……lightning, and then …..thunder rolled. In ……. moment it
started to rain. We ran for shelter in ….. old hut at …… foot of …. Mr. Aldo . ……..
hut was built of ….. attap and …….logs, and …….roof hung low, just over …..man's
head. ……door creaked as we pushed it open.
There was…… passage which led to four rooms that were covered with …..dust. At
…..end of …….passage there stood …….old clock and …… empty cupboard
III. IDENTIFY THE FOLLOWING
UNCOUNTABLE
NOUN
– fight
– electricity
– action
– information
- equipment
NOUNS, EITHER COUNTABLE OR
light
luggage
opportunity
service
money
IV. COMPLETE THESE SENTENCES USING SOME / ANY.
1. I’ve met ….. people, but I don’t have ….. real friends yet.
2. I’d like to make …….friends, but I haven’t met ….. young people yet.
3. There are ….. bonds but there aren’t ….. foreign currencies
4. Non-personal communication promotes ….. products.
5. Did the customers need ….. factory products ?
6. I know you speak ….. English but do you speak ….. Japanese?
7. ….. people provide goods but some don’t provide……
8. There are ….. promotional mixes.
9. Asset can be divided into ….. categories.
10. Have you ….. idea what the rate of American dollar is.
D. TRANSLATION
I. Translate these sentences from English into Indonesian
1. Management plays a vital role in any business or organized activity.
2. Management is composed of a team of managers who have charge of the
organization at all levels.
3. Their duties include making sure company objectives are met and seeing that the
business operates efficiently.
4. Regardless of the specific job, most managers perform four basic functions.
5. These management functions are planning, organizing, directing, and controlling.
II. Translate these sentences from Indonesian into English
1. Perencanaan meliputi penetapan seluruh tujuan perusahaan dan penentuan
bagaimana sasaran-sasaran tersebut dapat dicapai dengan cara
terbaik.
2. Para manajer memberikan penilaian terhadap beberapa rencana pilihan
sebelummemilih rencana yang terbaik.
3. Perencanaan ditempatkan pada urutan pertama fungsi manajemen karena fungsifungsi manajemen yang lain bergantung kepada perencanaan tersebut.
4. Pengorganisasian yang merupakan fungsi manajemen yang ke dua, adalah
prosespelaksanaan dari rencana menjadi kegiatan.
5. Fungsi manajemen yang ketiga adalah pengarahan dan yang ke empat adalah
pengawasan.