- •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
2. Fill in the table with the possible strong and weak points of different kinds of media from the list below
Advantages:
being personal, high flexibility, versatile impact on the audience, the popularity of the medium among the audience, geographical selectivity, socioeconomic selectivity, high prices, low costs, convenient time of broadcasting, being available 24 hours a day, being placed close to the place of sale, excellent quality of reproduction and colour, selective readership, short lead time, frequent publication, little wasted circulation, hidden from competitors, ability to reach large audience, high visibility.
Disadvantages:
no selectivity for socioeconomic groups, short life, limited reproduction capabilities, high costs, long lead time, being considered junk mail, only audio messages available, short life of messages, special requirements for the messages ( should be short and simple), being traffic hazard, highly perishable message, not guaranteed size of the audience.
|
Types of mass media |
Advantages |
Disadvantages |
|
Newspapers |
|
|
|
Magazines |
|
|
|
Television |
|
|
|
Radio |
|
|
|
Direct Mail |
|
|
|
Outdoor Ads |
|
|
|
Billboards |
|
|
Can you think of any other pluses and minuses of the advertising media? Add your ideas to the list!
3. Work with your partner. Choose a kind of media. Tell him/ her about the advantages and limitations of it without naming the kind of media. Your partner will have to guess what advertising medium you are speaking about.
While speaking use the following phrases:
Positive Addition
Besides...
Moreover…
What is more…
In addition to…
Also
Furthermore…
Contrasting ideas
On the other hand…
However
(And) yet
At the same time
Sequencing ideas
Initially..
First…
Firstly..
First of all…
Secondly…
After that…
Finally…
In the end…
Lastly…
Eventually…
Speaking
Using the chart above speak about the advantages and limitations of different kinds of advertising media.
Unit IV. Advertising Agencies (Part 1)
Pronunciation
1. Check the pronunciation of the following words in the dictionary
to handle
overall marketing
branding strategy
a non-profit organization
a conglomerate
a media-neutral advertising agency
2. Watch the pronunciation and spelling of these words and word-combinations
through-the-line (TTL) advertising
social networking
Search Engine Marketing (SEM)
E-Commerce
E-Business
Fulfillment reporting
The digital space
Warm-up
Work in groups and discuss the following questions
What are the functions of an advertising agency? What services does it effect?
Is the work of an advertising agency important?
What advertising is the most popular nowadays: Internet, TV, radio, or press advertising?
Reading
Read the following text, compare your ideas to those given in the text