1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text

government actions; expenditures; communication objectives; to set objectives in terms of communication; competitive actions; to be attributed to smth; a consumer survey; a consumer jury; pretest; attitude change; to indicate; a market share; to make gross estimates; to result from; changes in economic conditions; to enhance; to attempt; to evaluate certain media; juror; consumer preferences; brand awareness; costly; to diminish; to set out objectives in terms of sales; a layout; to assess the effectiveness of smth; to measure achievement of advertising objectives; to judge a dimension of an effectiveness; to test the effectiveness; product awareness; an advertising expert.

2. Translate the following word combinations from Russian into English, restore the context of the their use

вытекать из, затраты, пытаться, предварительный тест, действия правительства, изменения в условиях экономик, знание марки, рекламный эксперт, указывать, определять высокую смету, дорогой, жюри потребителей, определять эффективность, макет (книги), действия конкурентов, определять цели в рамках продажи, цели коммуникации, смена отношения, быть отнесенным к чему-либо, опрос потребителей, доля рынка, осведомленность о товаре, охватывать, член жюри, оценивать определенные средства информации, определять эффективность, оценивать достижение рекламных целей, оценивать аспект или сторону рекламы, определять цели в рамках коммуникации, предпочтения потребителей, уменьшать.

3. Define the following words and word-combinations, use them in the examples of your own

1. a layout

2. to attempt

3. a consumer jury

4. to assess the effectiveness of smth

5. to indicate

6. brand awareness

7. costly

8. to result from

9. an advertising expert

10. expenditures

4. Find the words and phrases that mean approximately the same in the text

1. to evaluate the result of advertising goals

2. to assess certain means of delivering and distributing information

3. consumer’s knowledge about the selling features of an advertised product

4. to improve smth

5. goals within the framework of the process by which people exchange information or express their thoughts and feelings

6. one of the equal parts of the total mount of trade in a particular kind of goals

7. to become or make smth become smaller or less important

8. to be related to smth, to be typical of smth

9. smth that a buyer likes doing more than anything else

10. to assess one of the aspects of a picture, set of words, a ilm, tc that is used to advertise a product

5. Complete the following sentences using the lexical units from the previous exercises

1. The reasons for ___ the ___ of advertising include ___ ___ of advertising ___; assessing ___ of copy, or ___; or evaluating ___ ___.

2. Pretests ___ to ___ the efficiency of several elements of the message.

3. People who pretest advertisements are called a ___ ___.

4. ___ judge several ___ of an advertisement.

5. The objectives in terms of ___ include ___ awareness, brand ___, ___ change.

6. If marketers evaluate a campaign in terms of ___ objectives they use ___ ___ or experiments.

7. In case advertisers attempt to ___ a campaign in terms of ___ they should ___ the change in ___ or market ___ that can be ___ to the campaign.

After-reading activities