- •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. Answer the following questions
What is the advertising target?
Why is it critical to identify and analyze an advertising campaign?
A number of research ventures into the area of developing an advertising campaign have become less, haven’t they?
What is the aim of analyzing advertising targets?
What information is necessary for an information base?
What does the effectiveness of an advertising campaign depend on?
What is the role of precision and measurability in defining advertising objectives?
What should advertising objectives contain?
What should an advertising objective specify?
Why is it so important?
Word Study
1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
A research venture into an area; the use of advertiser’s products; to have less chance of success; to evaluate advertising success; an advertising target; geographical distribution of a target group; to be aimed at/toward smth; measurability; to contain benchmarks; to identify; to develop an information base; to be based on; to develop a campaign; location; to evaluate the effectiveness of the campaign; precision; to analyze; a target market; the use of competing products; to allot the time for the achievement; a target market; critical; distribution of age, income, sex, race and education; effective; advertising objectives should be stated clearly and precisely; to be accomplished; to give the current condition or position of the firm; to specify; to accomplish an objective; to be accomplished; a purchase; effective.
2. Translate the following word combinations from Russian into English, restore the context of the their use
целевой рынок, местоположение, покупка, оценивать эффективность кампании, измеримость, анализировать, использование рекламируемых продуктов, разрабатывать кампанию, быть нацеленным на что-либо, целевая аудитория, описывать состояние и позицию фирмы на текущий момент, основываться на чем-либо, разрабатывать информационную базу, важный, определять, предприятие по исследовательской работе в определенной области, детально излагать, распределение возраста, достатка, пола, расы, образования; цели рекламной кампании должны быть определены точно и четко, обладать меньшей вероятностью на успех, эффективный, оценивать успех рекламной кампании, быть завершенным, содержать исходные базисные данные, реализовать цель, выделять время для достижения.
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
to be intended
to examine in detail in order to discover meaning, essential features
to state smth in an exact and detailed way
very important because what happens in the future depends on it
to work out the most important part containing facts and details that tell you smth about a situation, person, event, etc
a particular place or position, especially in relation to other areas, buildings, etc
smth useful that is made in a factory, grown or taken from nature and that is trying to be more successful and of a better quality
to get a lower possibility of success
the ability of being measured
smth that is used as a standard by which other things can be judged or measured
to decide officially to give smth to smn or use smth for a particular purpose
happening or existing now but not expected to last for a long period of time
to carefully consider the produced result, intended or wanted, to see how useful or valuable it is
to achieve a goal
part of the market which a plan or idea is aimed at