1 Watch the video and put the words into the gaps in the text.
So (1)___ works very very well with marketing, (2)____ relations, and
advertising but they’re very very different things. So we need to understand how they work in
relation to each other to use them effectively. So if we think about what
advertising is, advertising is the attempt to influence your audience by just
screaming at anyone who’s willing to listen. So whether that’s in a brief
message or a visual on the (3)____, advertising is a very brief but (4)____
communication.
Marketing is for people who said: “I’m actually slightly interested, I
want some more information” and so they go to your website or gather a (5)____. That’s why it has more content, more photos
etc. It’s marketing, it’s much more direct: instead of screaming at anyone
you’re talking to a very (6)____ group of people. Public relations is
different because it’s actually not about talking directly to your (7)____,
it’s about talking to the people that influence them. So whether they read a
specific magazine and listen to a specific (8)_____ or they have friends that
are influential, whoever the audience’s (9)_____ are that’s the most
important group for public relations. So it’s the attempt to influence the
consumer but via a third-party influencer.
You can imagine all those are communication (10)____:
there are ways of screaming at everybody, ways of talking to a particular
person, ways of influencing the influencer. But what are you trying to say in
all those channels? What’s the message? Who are you and why do you (11)____?
That’s what brand is. Brand strategy is the thought process you go through to
ensure that every time you advertise, every time you do marketing, every time
you do public relations it (12)_____ around the common (13)____.
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public
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branding
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repeated
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freeway
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particular
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influencers
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consumer
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brochure
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editor
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concept
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mechanisms
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matter
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synchronized
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2 Vocabulary focus. Sudy the words and word combinations, practise
their translation, spelling. Check your knowledge
in the test. Play vocabulary game and set your own vocabulary game record.
3 Mark the following statements as True or False.
1.
Marketing, advertising and branding cannot be
combined.
2.
Advertising is the repeated attempt to influence your
audience.
3.
Marketing is for all groups of people.
4.
Public relations is not direct influence on consumers.
5.
Some people read magazines and can be influenced by
the magazines’ editors.
6.
Brand is the message behind marketing, PR and
advertising.
4 Answer the Questions.
1.
What is advertising? What people/groups of people can
it influence?
2.
What is marketing all about? What people can be
influenced by marketing?
3.
What types of influencers are important for PR?
4.
What is brand?
5.
What should brand, PR, marketing, advertising be
synchronize around?
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