- •Федеральное агентство по образованию
- •Содержание
- •Введение
- •Unit I. Advertising Campaign (Part 1)
- •1. Note the pronunciation of the following words
- •2. Watch the pronunciation and spelling of the words and word-combinations
- •Identifying and analysing the adverising target
- •Defining the advertising campaign
- •1. Say whether the following statements are true or false
- •2. Answer the following questions
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Find the words and word-combinations that mean approximately the same in the text, use these lexical units in the examples of your own
- •4. Find the odd-one-out
- •5. Fill in the gaps using the words and word-combinations
- •6. Translate the following sentences from Russian into English using the active vocabulary
- •1. Use the following words and word-combinations to make up a summary of the text (not more than 15 sentences)
- •Creating the advertising platform
- •Determining the advertising appropriation
- •Executing the campaign
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Find the words and word-combinations that mean approximately the same in the text, use these lexical units in the examples of your own
- •4. Fill in the gaps using the active vocabulary
- •5. Translate the following sentences from Russian into English
- •1. Use the following words and word-combinations to summarize the main ideas of the text (not less than 15 sentences)
- •1. Note the pronunciation of the following words
- •Evaluating the effectiveness of the advertising
- •1. Say whether the following statements are true or false
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Define the following words and word-combinations, use them in the examples of your own
- •4. Find the words and phrases that mean approximately the same in the text
- •5. Complete the following sentences using the lexical units from the previous exercises
- •1. Complete the following sentences
- •2. Answer the following questions
- •Advertising Campaign (Part 4)
- •1. Before you listen to the Dialogue match each word on the left with a word on the right to create a phrase connected with advertising
- •2. Listen to the Dialogue between two speakers and answer the questions below. Then listen again and check your answers
- •Unit II. Media-planning
- •1. Translate the following lexical units from English into Russian
- •2. Translate the following word combinations from Russian into English
- •3. Find words and phrases in the text that mean the following
- •4. Fill in the gaps using the words from Word Study exercises
- •5. Choose the most suitable word from the words in brackets to complete these sentences
- •Unit III. Advertising Media (Part 1)
- •Newspapers
- •Magazines
- •Outdoor and billboard
- •Illustrate the meanings of the phrases in the sentences of your own.
- •Advertising Media (Part 2)
- •Direct mail
- •Television
- •1. Translate the following lexical units from the text from English into Russian
- •2. Translate the following lexical units from the text from Russian into English
- •2. Fill in the table with the possible strong and weak points of different kinds of media from the list below
- •Unit IV. Advertising Agencies (Part 1)
- •1. Check the pronunciation of the following words in the dictionary
- •2. Watch the pronunciation and spelling of these words and word-combinations
- •Types of advertising agencies
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Find the words which mean approximately the same in the text, use them in the examples of your own
- •4. Define the following notions
- •5. Fill in the gaps with the lexical units from the exercises 1, 2
- •6. Translate the following sentences from Russian into English using the active vocabulary
- •1. Use the following words and prepare the summary of the text
- •Advertising Agencies (Part 2)
- •1. Check the pronunciation of the following words in the dictionary
- •2. Watch the pronunciation and spelling of these words and word-combinations
- •The structure of an advertising agency creative department
- •Account service
- •Creative services’ “production”
- •Other departments and personnel
- •Advertising interns
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •3. Find the words in the text which mean approximately the same, use them in the examples of your own
- •4. Define the following notions
- •5. Complete the following sentences with the lexical units form the previous exercises
- •1. Finish the following sentences using the information from the text
- •2. Answer the following questions
- •Advertising Agencies (Part 3)
- •1. Check the pronunciation of the following words in the dictionary
- •2. Watch the pronunciation and spelling of these words and word-combinations
- •The work of an adverising agency
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Define the following notions and use them in the examples of your own
- •1. Use the following words and word-combinations, prepare a summary of the text
- •Informative reading
- •Background
- •Campaign concept
- •Presentation
- •Supplement
- •Теория рекламы
1. Translate the following lexical units from the text from English into Russian
direct mail; selective; flexibility; to be tailored; particular characteristics of the audience; a mailing list; to be addressed to; prospects; offer particular advantages; lack of budget; evident; extent of duplication; accuracy of addresses; to appeal to the audience through the eye and the ear; to have a tremendous impact on; commercial; simultaneously; geographical and socioeconomic selectivity; top-rated network programme; TV spot; low-price, repeat sale; convenience goods manufacturers; distillers; to be banned from; reach the audience at low cost; to be changed up to broadcast time; market segmentation; to be facilitated; to concentrate on particular audiences; to compete in; to be limited; transient nature of presentation.
2. Translate the following lexical units from the text from Russian into English
Прямая почтовая рассылка; избирательный; особые характеристики аудитории; гибкость; быть созданным; лист рассылки; потенциальные потребители товаров; быть адресованным; предоставлять особые преимущества; недостаточное количество денежных средств; быть адресованным кому-либо; явный; привлекать публику посредством зрительного и слухового восприятия; оказывать огромное влияние; рекламный ролик; одновременно; географическая и социоэкономическая избирательность; программы, находящиеся в списках первых по популярности; короткое рекламное сообщение в начале / конце программы; производители алкогольной продукции; быть запрещенным; изменяться в соответствии с временем вещания; сегментация рынка; содействовать; концентрировать внимание на определенной группе клиентов; быть ограниченным; скоротечная природа представления.
Find the words that mean approximately the same in the text
aimed at a particular group of the audience
created in accordance with the interests of a particular target group
a list containing a number of the customers’ addresses
a possible customer
to attract the attention of the target group
to produce a huge effect on somebody
a TV advertisement
to be banned from
the division of the market into several parts according to the group of people it is aimed at
to be restricted
to pose a threat to traffic
temporary
a short advertisement usually broadcast at the beginning or the end of a TV programme
expensive
Fill in the blanks with suitable words from the previous exercise
A TV spot should be colourful, witty and dynamic enough in order to … to the audience.
The ads of tobacco companies and distillers were … from daytime TV channels in order to encourage people to lead a healthier lifestyle.
Not all companies can afford broadcasting their … or … on the top-rated channels because it is …, besides the amount of prime-time is … .
Several kinds of media are … because they are targeted at particular groups of people.
Some people are infuriated when their favourite TV programmes and films are interrupted by … .
If you want a commercial to … on the audience, you should make it appealing to the audience.
After-reading questions
Answer the following questions
What are the basic advantages of direct mail?
Why is direct mail so popular with small firms?
What is the most expensive advertising medium? Why?
What is the main strong point of TV, as compared to other advertising media?
Why does TV have a tremendous impact on the audience?
What are the main groups of the goods advertised on TV?
What are the advantages of the radio?
What is the public attitude to outdoor advertisements and billboards?
What are the basic requirements for outdoor advertising?
Talking Point
1. Divide these kinds of media into the following groups:
Newspapers magazines direct mail radio inside transit outside transit outdoor media
Morning newspaper; business magazine; calendars; brochures; buses; subways, papered posters; spectaculars; painted displays, taxicabs; price lists; postcards; letters; Sunday newspaper.