- •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
5. Translate the following sentences from Russian into English
При создании рекламной платформы рекламный агент отбирает необходимые отличительные особенности продаваемого продукта.
Компоненты рекламной платформы представляют собой большое значение для потребителей.
Опрос потребителей – лучший и наиболее эффективный способ для определения наиболее важных черт при отборе и использовании продукта.
Проведение рекламной кампании требует обширного планирования и согласования.
After-reading questions
Answer the following questions
What does an advertising platform consist of?
Does a platform contain the information how the issues should be presented?
What is the most effective way to determine the issues of a platform?
What role does the consumer survey play?
Must selling features be important?
What is the advertising platform based on?
What is the result of a trial-and-error approach?
What is the advertising appropriation?
Why is it hard to decide how much to spend on advertising?
What factors affect a firm’s decision about how much to appropriate for
advertising?
What does the execution of an advertising campaign require?
What does it involve?
Why are detailed schedules important for implementation?
Who must evaluate the quality of the work?
Why are changes during a campaign necessary?
Talking Point
Comment on the following sentence “Although the platform contains the basic issues, it does not include how they should be presented”. What does it contain? Why doesn’t it include the way how the basic issues should be presented? Isn’t it important?
What selling features are important about a product?
Why is the trial-and-error approach not absolutely successful?
What role do product companies, research organizations, media firms, printers, photoengravers, commercial artists play in the execution of a campaign? What other elements are involved in the execution?
Speaking
1. Use the following words and word-combinations to summarize the main ideas of the text (not less than 15 sentences)
an advertising platform
selling points
to determine the basic issues
to survey consumers
competitive products
management personnel
a trial-and-error approach
the advertising appropriation
to allocate
to have a great bearing on smth
the execution of an advertising campaign
implementation
to ensure
to meet objectives
2. Work in pairs. Imagine the situation that you work for an advertising agency. You have to work out an advertising platform. Choose a product to advertise, write a list of questions (7-10 questions) concerning selling features of a product. Use these questions to survey consumers (other group mates or course mates) to learn what most important about the product is. Describe your advertising platform to other students, compare the results.
Advertising Campaign (Part 3)
Pronunciation
1. Note the pronunciation of the following words
to assess
a layout
to evaluate
to attempt
a consumer jury
a juror
a dimension
an advertising expert
product awareness
to be attributed to
government actions
to enhance
to diminish
expenditures
Warm-up
Work in groups and discuss the following questions
1. What are the reasons for testing the effectiveness of an advertising campaign?
2. Is it necessary to divide the evaluation into periods? Why?
Reading
Read the following text, compare your ideas with those given in the text