- •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
Creating the advertising platform
An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or several issues in the platform. Although the platform contains the basic issues, it does not include how they should be presented.
A marketer’s advertising platform should consist of issues that are important to consumers. One of the best ways to determine what those issues are is to survey consumers to learn what they consider most important in the selection and use of the product involved. The selling features must be important to consumers. Moreover, competitive products must not have such features.
One of the most effective methods to determine the issues of an advertising platform is research. But it is very expensive. As a result, the advertising platform is based on the opinions of personnel of the firm. This trial-and-error approach generally leads to some successes and some failures.
Determining the advertising appropriation
The advertising appropriation is the total amount of money that a marketer allocates for advertising for a specific time period. It is hard to decide how much to spend on advertising for a month, three months, a year or several years because there is no way to measure what the precise effects of spending a certain amount of money on advertising will be.
Many factors affect a firm’s decision about how much to appropriate for advertising. The geographic size of the market and the distribution of buyers within the market have a great bearing on this decision.
Executing the campaign
The execution of an advertising campaign requires an extensive amount of planning and coordination. Regardless of whether an organisation uses an advertising agency, many people and firms are involved in the execution of a campaign. Production companies, research organizations, media firms, printers, photoengravers and commercial artists are just a few of the people and organisations that contribute to a campaign.
Implementation requires detailed schedules to ensure that various phases of the work are done on time. Advertising management personnel must evaluate the quality of the work and take corrective action when necessary. In some instances, changes have to be made during the campaign, so it meets campaign objectives more effectively.
Scanning
Complete the following sentences
The basic issues of an advertising campaign are …
One of the best ways to determine the issues is …
An advertising platform is based on …
The advertising appropriation is …
It is hard to decide how much … because there is no way to …
Such factors as … affect a firm’s decision about how much to appropriate for advertising.
The execution of an advertising campaign requires …
Such people and organizations as … are involve in the execution of a campaign.
Implementation requires … to ensure …
It is important to … to be sure that a campaign … effectively.
Word Study