English for Marketing and Advertising
Book Review
WEEK | TOPICS | USEFUL LANGUAGE AND SKILL |
1 | Jobs and responsibilities | Talking about job descriptions |
Corporate identity, logos | Presenting your ideas | |
Branding | ||
2 | Market research | Giving and asking for opinions |
Customer profiles | Agreeing and disagreeing | |
Data collection | Market research terms | |
A telephone survey | Asking questions | |
Writing reports | ||
3 | The market plan | Writing emails |
The four Ps | Writing a positioning strategy | |
Pricing and positioning strategies | Giving a presentation | |
4 | The AIDA model for advertising | Discussing an ad campaign |
Working with an ad agency | Giving feedback | |
Advertising channels | ||
Rate sheets | ||
5 | Distribution channels | Telephoning-getting through |
Types of discount | Writing to the customers | |
Types of retailer | (direct mailing) | |
Telemarketing | ||
Direct marketing | ||
6 | Public relations | Getting customer quotes |
Websites as a marketing tool | Writing press releases | |
Sponsoring | Writing a holiday letter | |
Effective press release | ||
7 | Giveaways | The language of trade fairs |
Organizing events | Socializing | |
Attending a trade fair | Reporting on a trade fair visit |