improve English Speaking through everyday conversation.
I have written a detailed book English conversation for all occasions, to learn English as Foreign Language.
This tutorial has been prepared from my well known book English conversation for all occasions, which I wrote for Indian students to improve everyday conversation..
English Conversation for All Occasions is a unique book of its kind, specially written to help Indian student. A quick look at the titles of the lessons would convince the reader that the book has been prepared by visualizing all types of situational conversations which may confront any man or woman in his daily activities. Whether one converses with his family members or moves about to mix in society, he will not feel tongue-tied for want of appropriate words or expressions. In a post office or barber’s shop, at a hotel or taxi stand, every person who has read this book, will be able to speak in English fluently and with confidence.
Good knowledge and satisfactory conversation drill is important in English speaking. This Tutorial would not only prove an asset to the reader in his daily life, but also on special occasions like interviews for jobs, etc. He would be able to face the interviewers with equanimity and confidence.
All the lessons have been designed in a programmed fashion. Word-meanings, Phrases and exercises have been added at the end of every lesson to help the students master the topics.
All the lesson should be read along, not once but many times, so that the conversation comes easy to the reader when he faces real life situations. The author would feel rewarded for his labours if the book helps men and women become social relations
This Tutoial should help all those readers who find difficulty in speaking fluent English. This will be completed in 45 lessons.
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Prema Narian has been assigned the job of dealing with the advertising agency to prepare an advertising campaign for brand ‘N’ of electric bulbs and tubelights. The advertising executive from Technical Adverts. (the advertising agency) is one Mr.Ganguli.
Mr.Ganguli (Entering Prema’s office) Good morning Miss Narian. I believe you wanted to see me?
Prema Good morning, Mr.Ganguli. Yes, we are keen to open the advertising campaign for our bulbs and tubes.
Mr.Ganguli I see we’ve been working on the project for nearly two months now.
Prema Have you brought the ads with you this morning?
Mr.Ganguli Yes, I have the whole lot of our recomendations here. Here is our report on how your product stands vis-à-vis your competitors in the market.
Prema Have you worked out the advertisements that will be inserted in the newspapers?
Mr.Ganguli Yes. We have made a series of three advertisements to be released in English and regional language newspapers and magazines. My Agency feels that you should advertise heavily not only in the newspapers but also put up hoardings and neon signs. We also suggest that you make counter displays for dealers to exhibit in their shops. Cinema slides would be an effective medium for you to use as well. Bus backs too.
Prema All this sounds very interesting. Of course, we would like to use all the media available. But how much would all this cost?
Mr.Ganguli We have worked out a budget too for you. We have suggested a breakdown of expenses, distributed over the different media, over a period of three months. You will notice that a radio spots is one of the most expensive methods of advertising, but we have recommended it.
Prema (Looking at the budget proposals). Good Lord! You’ve worked on a budget of Rs. 5
Lakhs to be spent in three months! That is a huge sum of money. I’m not sure that the Directors will agree to spend this enormous sum of money.
Mr.Ganguli Look here, Miss Narian, you are trying to introduce a new product in a market which has three brands of the same items already selling. To make any headway or impact on sales. Your advertising effort has to be intensive and concentrated one. If you spend a small amount of money and an ad appears once a month, it will make no impression what-so-ever on the readers and consumers.
Prema You mean to say that unless we make repeated insertions which will be noticed by the readers, the money spent will be wasted.
Mr. Ganguli Precisely. You’ve hit the nail on the head.
Prema I’ll have to discuss your media and budget proposals with the marketing Manager. Perhaps, for the beginning we might decide to going for heavy newspaper advertising, bus backs and hoardings.
Mr.Ganguli Mind you, though the decision is yours, but I must point out that the initial advertising campaign must be a hard hitting one, if you want to introduce your product effectively. Perhaps, you could afford to drop radio advertising for the time being.
Prema I’ll talk this matter over with you next week, after I have had consultations with our higher management and financial departments. I have to check on the percentage of the manufacturing cost that has been allocated for the promotion of the products.
Mr.Ganguli Here are the layouts and copy for the ads for newspapers insertions. What do you think of them? If you were to approve them, then we can go ahead with the final artwork.
Prema Not so fast. Mr.Ganguli. Please give me time to study these layouts. Have you stressed the point that we are the only company producing bulbs and tubes made from wholly indigenous parts?
Mr.Ganguli Yes and we have added other selling points too.
Prema These ads are too big. We can save money by reducing the size of the ads. Don’t you think so?
Mr.Ganguli No. No. No. By putting in a small ad which many people miss seeing, what do you gain?
Prema All right. Don’t get excited Mr.Ganguli, Let me study all this material and we’ll finalize everything at our next meeting Thank you for coming to see us to-day.
(B) VOCABULARY
campaign a military battle plan or an organised course of action.
recommendations suggestions
vis-à-vis in relation to
inserted put in
release to set free or to exhibit for the first time
series a succession or set of similar and
related things
hoarding a board for advertisements set up
along the road or on a building
exhibit to show
media channel for communicating information
proposals suggestions
headway to get ahead.
impact impression effect
precise exact
initial beginning
consult to seek advice from
allocate to set aside or to assign
promote to advance or to make popular
indigenous made within the country
(C) Study the following response
1 Having ads made by an Advertising Agency is a waste of money. The Marketing Division can make the ads. Themselves.
Response: This is very outdated point of view Advertising has become a very specialized activity. A simple advertisement which appears in a newspaper is prepared with great care and thought. The correct selling points have to be determined, the right words have to be used and good illustrations made. All this has to be sent to the printers and block makers before the final ad is ready for release. Then ads have to be released to various newspapers all over the country and ever so frequently. The manufacturing company usually does not leave the required specialists in the field. The advertising agency does all this work for the manufacturer. The end results in a better efficient service.
2 When large sums of money are spent by a company on advertising, isn’t it better for that company to create its own advertising cell, with copy writers and artists etc.?
Response: Many large companies who spend crores on advertising do float their own house advertising companies. But, generally speaking for companies spending up to Rs. 10 to 15 lakhs a year on advertising, it is not worth while having their own house advertising agencies. However this is a decision for the management.
(D) Make suitable response
1 what are the various media that Mr.Ganguli has suggested for advertising the new brand?
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2 What, in your opinion, could be the selling points in an ad for bulbs and tubes? What is it that makes people buy bulbs for greater light, long life, beautiful design, package, less expensive or any other benefit that you can think of?
Response ___________________________________
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