- •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. Finish the following sentences using the information from the text
Among those who work in the Creative Department there are …
One of the major activities of the creative team is …
The basis of the work of a creative team may be …
The Account Service is called …
The workers of the Account Service are …
The function of an account executive is …
The traffic department’s work consists in …
The interns are involved in …
2. Answer the following questions
Who work in the Creative Department?
What does a copywriter do?
What is an art director responsible for?
Is the main function of the creative team to write advertiser’s messages?
How do creative teams operate?
The Account Service is in charge of working with clients’ accounts, isn’t it?
What are the main duties of an account executive?
Is the work of the Creative Service “Production” important?
What is the difference between the work of small and large agencies?
What work does an ad agency implement?
Why is the traffic department so important?
What is an intern involved in?
Talking Point
Discuss the following questions in groups of 3 or 4. Choose the speaker who will represent your ideas to the class. Share your ideas with the class.
The work of which department is the most important for an ad agency? Why?
If you had an agency how would you organize its work and structure? Why?
Think of a famous and successful ad agency, analyze the reasons for its success; the structure, the type, its work.
Speaking
You are two beginning advertisers, who are going to open their own ad agency. Discuss the type, structure and the sphere of work of your future agency.
Choose a famous ad agency, analyze its work (on the example of any advertisement), structure and type. Prepare a monologue “The keys to a success of an ad agency”.
Advertising Agencies (Part 3)
Pronunciation
1. Check the pronunciation of the following words in the dictionary
a. product life cycle
market volume
competitive advantages of the product
positioning of the product
advertising strategies
advertising expenses
comparative analysis
sales promotion strategy
to launch the product
2. Watch the pronunciation and spelling of these words and word-combinations
to cater for
joint efforts
patent testing
patenting
implementation
BTL (below-the-line) concept
accompanying materials
POS (point-of-sale) materials
to make a test purchase
Warm-up
Work in groups and discuss the following questions
1. How do you see the work of an ad agency?
2. What problems can occur in the work of an ad agency?
3. What steps are necessary to turn a trademark into a brand?
Reading
Read the following text and take notes on the following aspects:
1. the stages of an ad agency work with short characteristics
2. the steps of turning a trademark into a brand.
The work of an adverising agency
The work of an advertising agency includes six stages. If a product goes through all these stages it helps to increase the success of the product and to turn a trademark into a brand.
The first stage
(analysis of the product group where the existing product is developed)
At this stage a client explains how he sees the product. The main aspects here are:
analysis of the client’ product, analysis of similar products
life cycle and competitive advantages of the products
quality and quantity, market volume for this kind of products
The second stage
(analysis of competitors)
This stage includes the following steps:
product line and brand of competitors
target groups and positioning of competing products
advertising strategies of competitors and their advertising expenses
plans of competitors
The client provides this information. The advertisers analyze this information to make right conclusions and not to repeat the mistakes of competitors.
The third stage
(analysis of the target group, its consumption and attitude to the product)
This stage includes the following steps:
age, sex, and preferences of the target group
attitude of the potential customers to the product
geographical distribution of the target group and priority markets
comparative analysis of the target group for the advertised product and the target group of competitors
The fourth stage
(sales promotion strategy)
It includes the following steps
to work out the positions of the product
to determine unique qualities and competing advantages of the product
to plan strategy of influence on the target group
to work out strategy of launching the product
At this stage the agency works out different concepts of positioning the product. Positioning is a concept that allows us to make consumers take the product. Positioning is both rational and emotional cover, which caters for tastes and values of the target group.
At this stage the agency and the client work in close cooperation: they analyze, approve and think through. It takes joint efforts to create the right concept of positioning.
The fifth stage
(developing the product image)
This stage includes:
development, analysis and testing of brand names, packages and labels
development, analysis and testing of the logo and trademark
sound and patent testing
patenting of the brand name, logo and trademark
At this stage the client explains his demand as clear as possible. Agency experts develop all visual elements of the product. They also carry out a patent testing. Moreover the agency carries out special sound testing. A word can have a positive or a negative effect. The results of the sound testing show whether the brand name is suitable for the product.
The sixth stage
(implementation of the sales promotion strategy)
This last stage consists of the following steps:
development of creative concepts and creative materials (advertising videos, models, screens)
development of media concepts and media plans
development of BTL (below-the-line) concepts and BTL plans
development of accompanying materials, POS (point-of-sale) materials
Te agency experts develop all creative materials and media plans, and the lient has to approve of them.
The agency introduces the product into the market. It is important to introduce a trademark successfully and to turn it into a brand. Turning a trademark into a brand goes through the following stages:
“knowing” the trademark – a consumer learns smth about the trademark
“recognition” of the product – a consumer recognizes the trademark on the market
“attitude” to the trademark – a consumer pays attention to the trademark and makes a test purchase
“consumption” of the product – a consumer buys the product constantly if he has the positive attitude to it
Positive attitude is an important stage, a key towards success. However if the attitude is negative, it’s easier to “kill” this trademark, than to reanimate it.
Word Study