- •Part III text 1. History of economics
- •Text 2. Money
- •American money
- •English money.
- •Text 3. The functions of money
- •Text 4. The role of banks in theory
- •Text 5. Central bank
- •Text 6. Finance
- •Text 7. Recruitment
- •Finance Analyst
- •Text 8. Job specification
- •Text 9. People in organization
- •Insert the correct verb.
- •Text 10. Behaviour patterns
- •Text 11. Dismissal procedure
- •Text 12. The company structure The Company Organization
- •Text 13. Board of directors
- •Text 14. What you need to become a successful leader
- •In both these examples a modal verb is used to express mild obligation or advice. What do the following verbs express?
- •Text 15. How to motivate your employees
- •Text 16. Meetings
- •Part IV text 1. Advertising in early western history
- •Text 2. Advertising
- •Text 3. Advertising and promotion
- •Text 4. Major methods of advertising and promotion How to Write Ads?
- •What Should You Write in Your Ads?
- •Major Methods of Advertising
- •An Example of the Definitions
- •Text 5. Adventages and disadventages of different advertising medium
- •Newspaper Advertising
- •Some Advantages in Newspaper Advertising
- •Some Disadvantages with Newspaper Advertising
- •Magazine Advertising
- •Direct Mail
- •Specialty Advertising
- •Conclusion
- •Text 6. Public relations and advertising
- •The Advertising Pyramid: a Guide to Setting Objectives
- •Text 8. Controvercial advertising
- •Text 9. The right design is the shortest way to success
- •Text 10. Does advertising make us too materialistic?
- •Text 11. Commercials aimed at kids
- •Text 12. Consumer behaviour from the advertising perspective
- •1. Explain, in your own words, why advertising people must understand the complexity of human behaviour.
- •2. What three processes is consumer behaviour governed by?
- •3. Explain your understanding of perception, learning and motivation.
- •Text 13. Advertising as a business
- •If you want to use English in a natural way, you should note down and learn expressions like these.
- •Text 14. What does it take to become an ad manager?
- •Text 15. Advertising as a career in the usa
- •Рекомендуемая литература
Text 2. Advertising
Advertising is an integral part of any business. It is an important means of promoting the goods and introducing new ones in the markets available.
There are lots of specialized advertising agencies dealing with different sorts of advertisements. Big companies often have special advertising departments doing their business in a certain field.
There are four main types of advertisement: classified, commercial, direct mail and presentation.
Classified advertisements assort advertisements appearing in local and national, daily or weekly newspapers, magazines and journals, in posters, leaflets, brochures and display advertisements.
Commercial advertisements are advertisements on TV, radio or in cinemas, They are often called "commercials". It's a very effective way of promoting goods but the most expensive one.
Direct mail advertising is well known by everyone. There are seemingly never-ending streams of leaflets, brochures, cards and coupons sent to us by mail or handed to us in the streets. Many of them go straight into our wastepaper baskets but some catch our attention. Sales letters using modern technique can now be addressed directly to individuals by name and can even have their names in the body of the letter, it is a favorite ploy of advertisers.
Presentation is one of the direct forms of advertising the goods or the company. People who are invited to a presentation are usually offered some special discounts, are asked to take part in different lotteries. Sometimes free samples of the goods produced are given to people invited.
In accordance with their applications all advertisements can be divided into: product advertisement, clearance advertisement, image advertisement, job vacancies advertisement and explanatory advertisement.
Product advertisement is used to launch a new product or to promote well-known goods on the market available.
Clearance advertisement is an announcement of some clearance sales, range of discounts and favorable terms.
Image advertisement is used to form a lasting image of a product, of a company.
Job vacancies advertisement must state clearly what the job is and where to apply for it.
Explanatory advertisement is used to uphold some idea of doing something: sending money to charity funds for underprivileged children and homeless people, taking care of our environment and so on.
EXERCISES
Exercise 1. Translate into Russian
Integral part; means of promoting the goods; market available; advertising agencies; advertising departments; to do one's business; classified advertisements; to appear in local newspapers; display advertisements; commercial advertisements; direct mail advertising; streams of leaflets; wastepaper baskets; to catch one's attention; modern technique; the body of the letter; plays of advertisers; to offer some special discounts; to take part in different lotteries; free samples of the goods; people invited; in accordance with; clearance advertisement; to launch a new product; to promote well-known products; range of discounts; to state clearly; a lasting image; to uphold some idea; charity funds; underprivileged children; environment.
Exercise 2. Translate into Еnglish
Принимать участие в различных лотереях; начинать выпуск нового продукта; текст письма; приглашенные; мусорные корзины; появляться в местных газетах; благотворительные фонды; уловки рекламодателей; рекламные отделы; в соответствии с; бесплатные образцы товаров; окружающая среда; четко указать; современная техника; привлекать чье-либо внимание; заниматься деловой активностью; неотъемлемая часть; продвигать (на рынке) хорошо известные товары; обездоленные дети; надолго запоминающийся имидж; реклама по случаю дешевой распродажи товаров; предлагать специальные скидки; рекламные щиты; рекламные агентства; поддерживать идею; реклама по почте; средство продвижения товаров (на рынке); печатная реклама; коммерческая реклама; существующий рынок; потоки рекламных листков.
Exercise 3. Answer the questions
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What is advertising?
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What do big companies often do to advertise their business?
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How many tapes of advertisement do you know?
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What is a classified advertisement?
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What does a commercial advertisement deal with?
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What is the purpose of the direct mail advertising?
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What is presentation?
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Into how many groups can all advertisements be divided according to their applications?
9. Describe each group.
Exercise 4. Answer the additional questions
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What does market research mean?
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What is marketing?
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What does the choice of media for advertising depend on?
Exercise 5.Complete this table with the missing nouns and verbs
Verb |
Noun |
demonstrate |
|
publicise |
|
exhibit |
|
|
launch |
present |
|
|
celebration |
|
invitation |
|
request |
compete |
|
insure |
|
Profit |
|
Exercise 6. Complete the following advertisement with an appropriate linking word or phrase from the list below
that is to say, after that, to start with, then, obviously, however, then,
so, naturally, in other words, as well as, also, but, yet
ADVENTURE HOLIDAYS FOR MANAGERS
If you need a challenge, … our Adventure Holidays could be the answer. Our weekend programmes provide opportunities for developing leadership qualities within a tough … supportive group environment. …, we'll sharpen you up as an individual … making you into a top class learn player.
The weekend is spent at our training centre in the beautiful Lake District. … you'll want some comfort, … we've taken over a small castle, but … you'll have to get past the guards. We start on a Friday evening without dinner. … there is an orientation session. … it's down to business. You'll spend most of your weekend outside, working with others on a variety of intellectually and physically challenging activities. … there's a warm bed waiting for you after you've finished the course.
You can expect to return home on Sunday evening a changed person, … ready to face any new challenges.
… , we hope you'll … return for another Adventure Weekend at some future date. …, most of our graduates find that they don't need to.
For more information, contact Mike Barker on
0107-556-8967 (phone) or 0107-457-0553 (fax)
Exercise 7. You want to advertise a credit card
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What features of a credit card do you want to tell people about?
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Most credit cards offer similar services. Can you present your credit card so that people prefer it to other cards?
Read about Barclaycard's advertising campaign
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Why did Barclaycard launch a new advertising campaign in 1990?
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Which three features did this new card have?
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What kind of campaign did the advertising agency plan?
Barclaycard is a popular British credit card from Barclays Bank. Its main competitor is the Access card. Between 1979 and 1990, Access was more popular than Barclaycard, which lost money in 1990. That same year Barclaycard launched a card with new features with a very successful advertising campaign. By October 1991, theirs was the number one in Britain and Barclaycard were in profit again.
One of the features of the new card was free insurance. If you bought an item with a Barclaycard and something happened to it in the next hundred days, you got your money back. Barclaycard asked an advertising agency, BMP DOB Needham, to design a new campaign. They wanted to show the public that Barclaycard: is accepted all over the world; offers free insurance; is replaced quickly if you lose it.
The agency made a number of television advertisements with amusing characters and story lines. They created Latham, an old-fashioned James Bond character who thinks he knows everything. They chose Rowan Atkinson, famous for his "Mr Bean" character, to play this part. We always see Latham with his sensible assistant, Bough. In one advertisement, Latham and Bough are in a market in North Africa. They go into a carpet shop. Latham buys a carpet with cash after arguing about the price. Bough buys a carpet too, but he pays for his with a Marclaycard. He tells Latham that it is insured. Latham laughs at him and says that very little can happen to a carpet. As he speaks, he rests one end of the carpet in a small fire by accident. "Ah, smell those Tuareg camp fires -unmistakable", says Latham, looking out across the desert.
Exercise 8. Fill in the blanks where necessary
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Resort … the help … advertising agencies.
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Study … demand.
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A 15% discount … the value … the purchase means … advertising.
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You can buy an advertising space … $ 50,000.
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To draw … an invoice … $50,000.
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The implementation … the appeal is very important … advertising … similar goods.
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It depends … the demand.
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To protect … the public … misleading advertisements.
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It was an advertisement … the radio.
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Classified advertisements in newspapers are placed … people offering or asking … a product … service.
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Are you offering … or looking … employment?
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Keyed adverts have a code printed … the reply coupon identifying … the magazine or newspapers where it appeared.
Exercise 9. Match the word combinations on the right to the ones on the left
advertising campaign products to distribute capital goods application demonstrable corporate advertising direct mail advertising a goods van to deal with a client
|
usage image advertising provable publicity campaign goods to disseminate investment goods a goods wagon to deal with customers resident mail advertising |
Exercise 10.
A. Find four adjectives that mean very big.
B. Find three adjectives that mean very (very nice).
C. Find three adjectives that mean difficult to believe.
Incredible, wonderful, fantastic, great, huge, amazing, giant, unbelievable, enormous, massive
Exercise 11. Write your own advertisements.
a) on a new product: shampoo, tooth-paste, medicine;
b) a job vacancy for the position of: financial director, office manager, interpreter / translator;
c) on a new restaurant: fast-food restaurant, night club, casino.