III. STARTING PRESENTATION.

1.Read the text of the presentation of the product.

This is our new product-a CD tower system. As you can see, it’s attractive and stylish. The
tower is made of wood and it holds twenty CDs. Let me tell you its dimensions .It’s 33
centimeters high,16 centimeters long and 20 centimeters wide. It comes in three colours:
black, brown and white It comes in three colours: black, brown and white .And its selling
price is just under 25 pounds– a very competitive price.
It’s ideal for storing CDs –Roms. It has several special features which should appeal to our
customers. Firstly it has a soft-touch mechanism. This means you just touch a button and the
CD comes out smoothly and quietly. Another advantage is that it’s easy to select the CD you
want because the title is clearly displayed. A very useful feature too is that it’s simple to use
You can open the CD case without taking it off its tray
The tower is well-designed. It’s robust, elegant and user-friendly. It’s very flexible –I forgot
to mention that- because the towers are modular, so you can put one on top of the other.
That’s a big advantage for people who have lots of CDs .And one other thing, you can save
45 pounds if you buy two units instead of one.
I think the CD tower will be one of our best-selling products .It really does meet the needs of
music lovers. It’s so practical, It’s a high-quality product, and great value for money.

A) Answer the question.

How does the Sales Manager describe the product?

B) Read the text again . Fill in the missing words and phrases.
.a) As you can see ,it’s attractive and…………..
b) The tower…….. of wood.
c) Let me ……………….its dimensions.
d) It………………….in three colours.
e) Its …………..is just under 25.pounds.
f) It has several …………… which should appeal to our customers.
g) ……………..is that it’s easy to select the CD you want.
h) The tower is well-designed. It’s …….. and user-friendly.
i) It really does ……… of music lovers.

2 .Prepare a short description of your product . Use Useful language.

Useful language.

Introducing the product.

This is our new product
I’m going to tell you about our new product.

Describing the product.

.Let me tell you about its special features.
It’s made of leather , steel, wood.
It comes in a wide range of colours.
Adjectives :exciting ,innovative, reliable ,economical,
attractive,fashionable,practical,popular,high-tech,long-lasting,best-selling,
pocket-sized, stylish ,elegant ,well-designed, flexible , robust.
Starting the product’s uses.
It’s ideal for traveling.
It’s designed to be used with any type of material.
Mentioning selling points.
It has several special features.
A very useful feature is the energy-saving design.
Another advantage is its very small size.
Inviting questions.
Does anyone have any questions?
Would anyone like to ask a question?

3.A). Decide whether each sentence in the Useful language box is formal or informal.

Useful language.

Introducing yourself.
On behalf of myself and my company, I’d like to welcome you. My name is Ann.
Hi, I’m Steve. Good to see you all
.
Introducing the topic.
I’m going to tell you about the ideas we’ve come up with for the ad campaign .This morning
I’d like to outline the campaign concept we’ve developed for you.

Giving background information.

I’ll give you the background and talk you through the results of the market study
I’ve divided my presentation into three parts.

Inviting questions..
If you have any questions, please don’t hesitate to interrupt me.
If you are not clear about anything, go ahead and ask any questions you want.

B). Read the openings of formal and informal presentations.

( which is formal which is informal)

Presentation 1.
Good morning everyone, on behalf of myself and FOCUS advertising, I’d like to welcome
you. My name is Sven Larsen, I’m Commercial Director. This morning I’d like to outline the
campaign concept we’ve developed for you. I’ve divided my presentation into three parts.
First, the background to the campaign, next the results of our market study, thirdly, the
concept itself. If you have any questions, please, don’t hesitate to interrupt me.
Presentation 2.
Hi, I’m Ann Crate.Good to see you all. As you know, I’m Creative Director of DMK. I’m
going to tell you about the ideas we’ve come up with for ad. campaign. I’ll give you the
background and talk you through the results of the market study and tell you all about our
concept. If you are not clear about anything, go ahead and ask any questions you want..

Note: background –someone’s past.

D). Choose one of the presentation situations below. Prepare different openings using
the techniques above. Practice the openings with a partner.
 1. Your company is developing a small car aimed at women. Audience; a group of car
dealers.
2 .Your bank wishes to encourage young people to save money. Audience; a group of
students.
3. Your firm has produced a new lamp which has unique features. Audience; a group of
buyers at a trade fair.

4. Describing a company

4. Read this extract from Nestle Management Report and note how the information is
organized:

Nestle, whose head office is in Vevey on the shores of Lake Geneva, is the world’s largest food
company. Although it is Switzerland’s biggest industrial enterprise , only 2%of sales are
generated in Switzerland. We are truly global company employing 230,929 people on every
continent. Consequently, our management and staff reflect a truly international outlook.

Nestle now produces the world’s favourite brands in 509 factories worldwide. In over 130 years
of growth and diversification, we have never lost sight of our core business: improving the
quality of people’s lives through high- quality, nutritious, and convenient prepared foods and
beverages. Today, Nestle brands are present on almost every supermarket shelf, and some
products – like NESCAFE, NESTLE, NESTEA, MAGGI AND FRISKIES – are sold in more
than 100 countries.

Geography: multinational ,head office in Switzerland

Employees: 230,929 people on five continents
Activity: the world’s largest food company, producing global brands
Production facilities: 509 factories worldwide
Financial information; market capitalization 112,032 million Euros

Useful vocabulary

Geography : We are based in/located/ situated in…

Employees: We employ (n) people /there are (n) people on the payroll
Activity: Our firm specializes in /produces / manufactures / supplies…
Type; A joint venture, a subsidiary, a holding company
Position is the leading company in its field,
ranks number one in the market for…
is a major player/ operates in many different markets
is a group ranking among the world’s top 20…
recently established/ well- established/ with along tradition of
success
Financial information: achieving annual turnover of $/ accounts for % of sales/
generates profits of…

Practice

Complete the following extract using these words.

A) HMV
------------------------------------------------------------------------------------------------------
operates worldwide the world’s foremost comprises leading
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HMV Media Group plc………. HMV, one of …………….. specialist music retailers, and
Waterstones and Dillons, the two……………….brands in the UK book retailing market. The
group….in many different markets with over 470 stores ……….. generating sales of over$ 1
billion.
B) Wieden & Kennedy
_____________________________________________________________________________
headquartered range world- class employs headquarters located operations
-----------------------------------------------------------------------------------------------------------------

Wieden & Kennedy is a ……..advertising agency……in the USA with……all over the globe.
Its clients ….. from Coca-Cola to Microsoft and Nike. Wieden & Kennedy’s European ….is……
in Amsterdam and…..approximately 120 people.
C) Sita
Using the information below write a description of Sita .

Geography: Geneva-based, present in 225 countries

Staff 5 000
Activity: telecommunications( 70000 customer connections
Position largest communications network
Revenues: 1 billion$

D) Using Useful Vocabulary describe your own company.

5. Skills. Presentations.

A). Comment on the following statements. Are they: a) essential, b) helpful, c) unhelpful for
a successful presentation?
1. Tell a joke at the beginning.
2. Speak more slowly that you normally do.
3. Smile a lot.
4. Involve the audience.
5. Invite questions during the presentation
6. Always keep to your plan.
7. Move around during your presentation
8. Use a lot of gestures to emphasize important points.
9. Read out your presentation from a script.
10. Stand up when giving your presentation.
11. Find out as much as possible about your audience.
12 .Outline the structure of your talk.
13. Vary the tone of your voice.
14. Use clear visual aids.
15. Summarize your main points.

Useful language.
Introducing yourself. Structuring the presentation.
Good morning everyone. I’m going to divide my talk into four parts.
Let me introduce myself. First I’ll give you…;after that ;finally…
My name is… Last of all, I want to look at our future plans.
I’m a specialist in… Inviting questions.
If you have any questions, don’t hesitate to ask
. I’ll be glad to answer any questions ( at the end of my talk).
Introducing new information. Giving background information.
Here’s some basic information. I’ll give you some background information.
Let me add a few figures. Let’s start with the background.
Let’s have a look at some statistics
What are our strengths?

Referring to the audience’s knowledge. Changing the topic.

As you know… Let’s now move on to …
As you are aware… OK, I’ll now look at…

Referring to visuals. Concluding.

If you look at the graph… To sum up…
Could I draw your attention to the chart ( pie-chart)? To summarize…

Ending the presentation.

Well, that’s all I have to say.
Thanks very much. Any questions?
Thanks very much for listening to my talk.
Thanks for coming to my presentation.

B). Prepare a short presentation of five minutes. Include phrases from the Useful language
box.
TASK.

Your company is competing for the International Leatherware Association’s top prize. You
believe you have an outstanding idea for a new leather product. Prepare your product
presentation and present it to the rest of the group.

Guidelines for presenters.

1. Mind the four P’s and the four C’s.
2. Introduce your team /company/.
3. Describe the product design ,features and consumer benefits.
4. Describe the product’s target market.
5. Mention other competing products.
6. Present your strategy for the new product ( branding, packaging, guarantee, etc.,
pricing strategy ,distribution ( What sales outlets will be used?),promotion( What
advertising , product launch and sales promotion?)
7. Describe any ideas for television or radio commercials.

C.) You are a member of the judging panel. Decide who should get top prize.
D.)You are a member of an advertising team at Focus. Prepare an advertising
campaign for one of the products or services. Use the key questions below to help you.

Background
Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and
effective campaigns. .
At present, Focus is competing against some well-known agencies for several contracts. It has
been asked to present ideas for advertising campaigns to the managements of the companies
concerned. Concepts are required for the following advertising campaigns:
• A sports car A high-priced, hand-finished model with a classic design. The car was popular in
the 1950s and 60s. An American firm now wants to re-launch it. (Target consumers will be
 high-income executives with a sense of fun and style.) Aim: An international campaign, with
advertising adapted to local markets.
• A perfume A unisex perfume, with bio- degradable packaging. Produced by a well-known up-
market manufacturer. The company now wishes to enter the lower end of the market.
Aim: Launch the perfume in an English-speaking country.
• A chain of eight London restaurants The restaurants (specializing in your national cuisine)
are in prime positions and offer extensive menus. They are reasonably priced, but are not
attracting enough customers.
Aim: A creative campaign to improve sales.
• A major bank The bank (in an English- speaking country) wants to advertise the following
new services:
1 Competitive low-interest mortgages
2 Direct telephone banking
3 A foreign travel sender
It has also asked your agency to suggest others.
Aim: Develop loyalty among existing customers and attract new ones.

KEY QUESTIONS (ADVERTISING TEAM)

· What special features does the product or service have?
· Who is your target audience?
· What media will you use? Several, or just one or two?
If you use:
an advertisement - write the text and do rough art work.
a TV commercial - use a story board to illustrate your idea.
a radio spot - write the script, including sound effects and music.
other media - indicate what pictures, text, slogans, etc. will be used.
· What special promotions will you use at the start of the campaign?

ASSESSMENT SHEET (MANAGERS)

Give a score of 1-5 for each category: 5 outstanding 1 = poor
Campaign concept Presentation
1 Will it get the target audience's l Was it interesting? Did it impress
attention? you?
2 Will it capture their imagination? 2 Was it clear?
3 Does it have a clear, effective 3 Was there enough eye contact?
message? 4 Was the pace too quick, too slow,
4 Will it differentiate the product or just right?
or service? 5 Was the language fluent, accurate
5 Will it persuade the target audience and appropriate?
to buy the product or service? 6 Was the voice clear enough?
6 Will the target audience remember Was it varied in pitch or
the campaign? monotonous?
TOTAL: 30 TOTAL: 30

Writing
As leader of one of Focus's advertising teams, prepare a summary of your concept for your
Managing Director. The summary will be used as a discussion document at a forthcoming
board meeting.