Английский для PR-специалистов. Ксения Симонова

coffee of a kind, nothing of the kind, I kind of expected it, pay in kind.

      Until the present, up to the present, at present, these presents, know all men by these presents, present company excepted, to give a present of smth. to smb., anniversary present, birthday present, Christmas present, wedding present, I am happy to present this gift to the hospital. When you're presented with a chance to improve your position, take advantage of it. Let me present my husband to you. Present arms! Never present a gun at someone.

      Similar in colour, a similar opinion, on similar occasions, to be in a similar situation, similar in every respect, similar to smth.

      IX. Answer the following questions. Sum up your answers.

My Daily Paper

      1. What newspapers do you read? 2. What newspapers and magazines do you subscribe to? 3. What paper do you prefer, and why? 4. Where do you look for home news in your paper? 5. Where is news of the world usually printed? 6. What problems were discussed on the pages of your paper yesterday? 7. Why is it both important and necessary to read the papers every day?

Headlines

      1. What do you think caused the appearance of Headline English? 2. Why is it important to learn to read headlines in English newspapers?

SUPPLEMENTARY READINGMEDIA MIX

      This model for media mix decisions merits your consideration for its orderliness and simplicity. The model is used to construct international media plans for business-to-business advertising and is based on work done by international media consultant to Lhoest.

      There are six essential steps. Three deal with gathering relevant data and three with converting this data into effective media plans.

      . The first step is to conceptualize the market to be reached in each country or group of countries. To do this, you construct a grid for each geographic area covering important target audiences, i. е., the industrial fields to be covered, crossed by the job functions involved in the buying decision.

      For example, a national grid for data processing used in a variety of industries, where the buying decision is made at several levels, would name the market sector horizontally across the top of the grid. For instance, financial institutions, general manufacturing, retailing, local government, etc. The l)uying influences would be listed vertically, divided between people with essentially staff functions (managing directors, data processing managers, financial managers) and operating management (works managers, manufacturing or production managers, etc.).

      . The second step is to indicate the fields and functions to be covered by the advertising campaign by filling in the appropriate grid boxes. The result will tend to fall into one of three general patterns. First, the campaign may cover many industries, but only a few different buying influences. Second, the campaign may cover only a few industries but man buying influences within each industry. Third, and most common, is a combination of both: an advertising campaign may have to reach several industries; some of the industries may have a large number of buying influences, and the rest, a smaller number of isolated buying influences. The pattern that develops in your instance will help you determine the types of media to use in your specific mix.

      . At this point you weight each target audience according to its relative importance. When this step is completed, you will be able to use numbers on the grids to clearly identify the most likely sales prospects. Weighting discloses another important descriptor for media Planning. When industry structures are essentially similar from one country to another, the perspective can be international. However, when industry structures vary widely, national characteristics and indigenous media must be given considerable prominence.

      Many companies have a combination of perspectives (as well as national and international objectives) which accounts for the fact that such companies often have corporate programs and national subsidiary programs.

      . The weighted grids now permit us to broadly define media strategy. With a limited number of similar buying influences in several industries, horizontal targets (job functions) probably can be reached most effectively through space advertising in horizontal publications. When it is necessary to reach several job functions in a limited number of specific industries, vertical industry targets cover a broad range of functions within the specific industry. (However, suitable vertical publications frequently are difficult to find. Thus, as an alternative, we might consider direct mail, company-sponsored magazines/newsletters, seminars, etc.)

      . Once the overall media strategy has been defined, use the grids and relevant supporting information to help you screen the appropriate media and alternate channels of communication for the best candidates. It may happen that no national media meet the criteria of the overall media strategy. When this occurs, alternate channels must be found, possibly regional or international media.

      . Once the key media have been selected, you complete the model by pulling the media recommendations together into a coherent, unified whole. This effort proceeds at both the national and international levels. Nationally, the prime objective is to avoid excessive overlaps by selectively eliminating media which cover the same industries and job functions. Internationally, the prime objective is to examine language overlaps, i. е., media overspill from one country to another. By capitalizing on such language overlaps, shrewd planners often can eliminate the need to buy space in local publications, depending instead on the reach of strong regional ones to do the job.

      Use of this model, in a collection of national markets as sophisticated and complex as Europe, helps decision-making and can save substantial sums of money without diminishing the reach and effectiveness of a campaign. If a Pan-European marketing strategy can be developed, you realize great savings by developing a common media mix.

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      If you distribute data processing equipment and your objective is to reach and influence savings institutions, and if you can identify several functional levels involved in the purchasing decision of data processing installations, then you will aim your media choices toward those vertical magazines – e. g., Savings Banks International – most widely read by all pertinent functions. If your objective is to reach and influence heads of data processing departments across manufacturing industries, look for horizontal magazines such as the 22 national publications in the Computer World network that are aimed at data processing department managers across industry. If your corporate objective is to create more awareness and preference for your company at the highest levels of business management, target top management in magazines like Management Today, Capital, Nikkei Business, and Business Week's international edition.

      By identifying the range of vertical markets to be covered and the spectrum of buying influences, this model provides initial direction as to channels of communication and categories of publications most effective for your purposes.

      Strengths and Weaknesses of Newspapers.

      Continuing the data processing example, financial newspapers such as Handelsblatt in Germany, Financial Times in the U.K., NRC Handels- blatt in Holland, and leading national newspapers read by upper income people such as Frankfurter Allegemeine Zeitung, Le Figaro, and The Times, are customarily evaluated with general business magazines for capital equipment advertising. When evaluating newspapers, keep in mind their liabilities. They are short lived; if a reader skips today's newspaper today, the reader is unlikely to read it tomorrow. Newspapers do not have a pass-along circulation to other people as do magazines. A substantial portion of any newspaper's circulation will be wasted