Ч1_2_В2 / TEST 4

Test 4

№1.

Match the words or word-combinations with their Russian equivalents.

1) publicity – h) публичность, пропаганда, реклама

2) trademark – f) фабричная марка

3) advertising – j) реклама

4) trade name – а) торговое название товара

5) promotion – b) продвижение, содействие

6) advertisement – i) рекламное объявление

7) purchaser – с) покупатель

8) layout – e) макет; выкладка товара

9) consumption – d) потребление

10) advertorial – g) рекламная статья

№2

Match the terms with their definitions.

1) brand name – f) a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers

2) guerrilla ad – e) a kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports

3) a trade fair – g) an event at which many different companies show and sell their products

4) slogan – h) a short phrase to attract the consumer’s attention

5) logo – b) a symbol, an emblem or special way of writing a company uses on its products,

6) credibility – c) the ability to be believed in

7) trademark – j) a name that is taken and used by a company for business purposes

8) advertorial – a) an ad designed to look like an article in the newspaper or magazine in which it appears

9) commercial – i) the main ways that large numbers of people receive information about a product, service, etc.

10) advertising media – d) an advertisement on the radio or on television

№3

Fill in the gaps with the most appropriate one of the four options.

Commercial advertisers often seek to generate increased consumption of their

products or services through «branding», which involves the repetition of an image

or product name in an effort to associate certain qualities with the brand in the minds of

consumers. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration and such trademarks are called «Registered

Trademarks».

Nonprofit organizations may rely on free modes of persuasion, such as a

public service announcement.

Although certain times of the year should get more emphasis, an advertising

budget needs to be spread throughout the year to assure a persistent and well-planned

program.

Any company needs an effective campaign to launch a new product range.

With effective advertising a company can become a household name.

Advertisers must do a lot of research to ensure that the advertisement would

appeal to the target audience.

The first thing an ad must do is catch the reader’s eye.

1-b; 2-d; 3-b; 4-b; 5-c; 6-a; 7-a; 8-b; 9-d; 10-d;

№4

Choose the right translation of the word-combinations given.

1) advertising manager – b) менеджер по рекламе

2) direct selling – a) прямая продажа

3) sales promotion – b) стимулирование сбыта

4) advertising specialty – c) специальность «рекламоведение»

5) ultimate result – b) конечный результат

6) commodity advertising – c) товарная реклама

7) broadside advertising – b) широкоформатная реклама

№5

Match the words that are similar in meaning.

1) efficient – d) effectual,

2) promote – k) stimulate

3) celebrity – j) luminary

4) jumpstart – e) encourage

5) obvious – b) clear

6) satisfy – a) please

7) merchandise – c) goods,

8) purchaser – f) consumer

9) appeal – g) attract

10) announcement – i) commercial

11) brag about – h) boast

№6

Match the words that are opposite in meaning.

1) promote – f) demote

2) uncomfortable – a) convenient

3) different – i) identical

4) attract – g) seize

5) professional – h) amateurish

6) universal – c) exceptional

7) unique – j) ordinary

8) prominent – e) secondary

9) central – d) widespread

10) brag about – b) depreciate

№7

Complete the sentences using the appropriate derivatives of the words in

capital.

1. Public relations experts specialize in organizing activities and events which generate positive publicity for companies. (PUBLIC)

2. An electronics company asked several advertising to submit proposal for a new advertising campaign. (PROPOSE)

3. Various techniques are used in commercial to convince the viewer of the value of the product or service that is being advertised. (COMMERCE)

4. All advertisements should be legal, decent, honest and truthful. (TRUTH)

5. The essence of advertising is persuasion. (PERSUADE)

6. Consumers should not be led to overestimate the value of goods. (CONSUME)

7. The advertising appeals to reason and emotional responses. (ADVERTISE)

8. Packaging can be an equal attraction. (PACK)

9. Fundamental to all good personal selling is a thorough knowledge of the merchandise. (KNOW)

10. Advertising can be either institutional or direct action. (INSTITUTE)

№8

Insert the suitable preposition.

1. Being able to communicate effectively means breaking through the noise factors.

2. The noise factors are the distractions that keep us from understanding, hearing,

reading, seeing, or listening to a message.

3. In advertising, they take the shape of competing or conflicting messages given

to our senses.

4. A cluttered newspaper page of ads, too many radio or television commercials

screaming for attention, or a pile of ads in our mailbox are examples of «noise»

distractions.

5. The only effective means of cutting though the noise is a continuous exposure of

the ad until, through repetition, it finally gets its message through.

6. Publicity has always been described as advertising that is not paid for.

7. An ad agency is independent from the client and provides an outside point of

view to the effort of selling the client's products or services.

8. Newspaper advertising accounted for 40% of the total.

9. Our arguments are centered around the hypothesis that every customer has his/her

thing.

10. Whether you are looking for jeans, jackets or any other items of men designer

clothing, we can help you to stand out from the crowd.

11. The vice-president bragged at how successful the company was.

12. Breaking into new markets was the key to the company’s success.

1-b; 2-c; 3-a; 4-b; 5-d; 6-a; 7-b; 8-d; 9-c; 10-a; 11-c; 12-c;

№9

Match the beginning and the ending of a sentence.

1.Understanding advertising requires

f) learning a few basic concepts of communication.

2. Careful brand management

b) seeks to make the product or services relevant to the target audience.

3. The newspapers and the magazines sell the advertising space

j) according to the area occupied by the advertisement, the position of the advertisement (front page/middle page).

4. The billboard advertising is very popular however has to be really terse and catchy

d) in order to grab the attention of the passers by.

5. A company that manufactures sports utilities

g) can sponsor a sports tournament to advertise its products.

6. Although the modern-day consumer getting immune to the exaggerated claims made in a majority of advertisements,

a) there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.

7. Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world

e) in order to promote various social causes.

8. The radio jingles have been very popular advertising media

i) and have a large impact on the audience.

9. The company can organize trade fairs, or even exhibitions

h) for advertising their products.

10. The desired result when advertising is

c) to drive consumer behavior with respect to a commercial offering.