- •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
4. Find the odd-one-out
to analyze - to examine - to research - to learn
to specify - to define - to find out - to determine
critical - essential - common - significant
to allot - to assign - to apply - to allocate
to aim at - to intend - to aspire - to stand idle
efficient - resultant - bootless - effective
to estimate - to disburse - to assess - to evaluate
5. Fill in the gaps using the words and word-combinations
The group of people toward which the ___ is ___ is called ___ ___.
The main steps of ___ ___ are ___ and ___ the advertising target.
The fact that companies are becoming more interested in understanding their customers or ___ ___ increased a number of ___ ___ into this area.
Advertisers are aimed at ___ ___ ___ and developing an ___ for a campaign.
The campaign ___ ___ ___ ___ if the advertising target is not ___ and ___.
6. Translate the following sentences from Russian into English using the active vocabulary
Важными шагами в разработке рекламной кампании являются анализ и определение основных потребностей целевой аудитории.
Для лучшего и более эффективного анализа целевой аудитории необходимо создать информационную базу.
Информационная база включает в себя данные о местоположении, распределении достатка, пола, образования, а также частоте использования рекламируемых и конкурирующих продуктов.
В целом, успех рекламной кампании зависит от того, насколько эффективно определены и проанализированы цели рекламной кампании.
Что касается целей рекламной кампании, то основными факторами в их определении являются точность и измеримость.
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.
What do particularly advertisers analyze and identify while developing an advertising campaign?
Necessary information for information base includes the basic date about the target groups. Why is it so essential to know this information?
Comment on the following sentence: ‘Advertising objectives should be stated clearly and precisely.’ What is the role of precision and measurability in evaluating the effectiveness of a campaign?
Writing
Use the active vocabulary and write an essay “The basic steps in developing an advertising campaign” (200 words)
Speaking
1. Use the following words and word-combinations to make up a summary of the text (not more than 15 sentences)
to be aimed at
an advertising target
to identify
to analyze
to develop a campaign
advertising objectives should be stated clearly and precisely
precision
measurability
to evaluate advertising success
to contain benchmarks
to give the current position or condition of the firm
to allot the time of the achievement
2. Prepare a monologue with the use of the active vocabulary (25-30 sentences) “The role of identifying and analyzing an advertising campaign”
3. Work in pairs, use the information from the text, choose any product to advertise (food, technology, cosmetics, cars) and work out the first steps of an advertising campaign for this product. Use the active vocabulary!
Advertising Campaign (Part 2)
Pronunciation
1. Note the pronunciation of the following words
an advertising platform
although
a survey
competitive products
personnel
a trial-and-error approach
appropriation
to allocate
to have a great bearing on smth
the execution of an advertising campaign
2. Watch the pronunciation and spelling of the words and word-combinations
to require
extensive
coordination
regardless
photoengravers
to contribute
implementation
a schedule
a phase
to ensure
corrective
Warm-up
Work in groups and discuss the following questions
What do you understand by an advertising platform? What are the components of it?
How much money should be spent on advertising? What factors should be taken into account?
What factors are involved in the execution of an advertising campaign?
Reading
Read the following text, compare your ideas with the ideas of the text