MEETING 11 - MARKETING AND PROMOTION

TYPES OF ADVERTISING AND PROMOTIONS

Look at these slogans and extracts from advertisements connected with tourism. Match
them with the destinations and services listed below.

Reading

What is marketing?
1. Look at the statements on marketing. Decide if they are true or false.
a) Marketing is the same as advertising.
b) Marketing means knowing what your customer want.
c) Marketing is what you do before the product is sold.
d) Marketing is done by both public and private organizations.
2. Now read about the marketing process and find out if you are right.
3. Which state of marketing
a) is the most expensive?
b) needs most creativity?
Vocabulary

Marketing Terminology

Match 1-9 with a-i to produce nine marketing tips.

1. Marketing ◎ ◎ a. ... and wants are the first thing you must find out.
2. Advertise ◎ ◎ b....your customers’ preferences by using market research.
3. Research ◎ ◎ c. ...the effectiveness of your advertising and promotional
techniques.
4. Knowledge ◎ ◎ d. ...uses questionnaires to find out what people want.
5. Evaluate ◎ ◎ e. ...of what your clients want is essential in marketing.
6. Tastes ◎ ◎ f. ...the market carefully before you create your product.
7. Identity ◎ ◎ g. ...your product in the places where your customers will see it.
8. Needs ◎ ◎ h. ...your products towards your clients.
9. Gear ◎ ◎ i. ...change with time so the products must change too.
Word choice
In advertising and promotion, it is also important to present everything in a positive way.
However, the same thing can often be described in different ways - either with a positive
connotation or a negative connotation. For example, something which is described as
‘luxury’, might be interpreted from a negative point of view as ‘expensive’.
Match the negative connotation below with its positive connotation.
a) Luxury ○ ○ 1. small
b) Popular ○ ○ 2. impossible to get
c) Cosy ○ ○ 3. expensive
d) Simple ○ ○ 4. noisy
e) Relaxing ○ ○ 5. crowded
f) Unspoiled ○ ○ 6. no facilities
g) Lively ○ ○ 7. nothing to do
h) Remote ○ ○ 8. boring

Selling holiday
Work in pairs. Fill in the chart below for a town or city that you know well, but your partner
doesn’t. make sure you include some negative points as well as positive ones (it will be
better if the place is not a perfect holiday destination).
Name of place :
Type of resort :
Travel time (from where you are now) :
Climate :
Famous sights :
Places to visit :
Food/Beverage to try :
Accommodation :
Excursions :
Entertainment and night-life :
Possible inconvenience :
Languages spoken :
Cost of living :
Cultural and religious differences :
Other difficulties :
Disadvantages/reasons not to visit :
Exchange the filled form with your partner. Look at the new form you have. You have to sell
this holiday destination to at least 2 friends. Try to push and promote the positive aspects
and disguise the disadvantage.