Advertising

1. Advertising is a message to promote a product, a service, or an idea. The purpose of most advertising is to sell products or services. Advertising plays a key role in the competition among business for the consumer’s money. In many businesses, the role of sales depends largely on the amount of advertising done.

2. Manufacturers advertise to persuade people to buy their products. Large firms also use advertising to create a favorable image of their company. The company can advertise in many ways depending on how much it wishes to spend, and the size and the type of the target audience. If the company wants to enter the market or launch a new product, it often starts an advertising campaign.

3. Such campaigns are usually very successful because people learn about new product or service.

4. There are different advertising: newspapers, television, direct mail, radio, magazines, outdoor signs and other ways.

5. Television is the chief medium used by advertisers. In the USA 100 largest advertisers spend on average 75 per cent of their advertising budgets on television. Food companies spend about 80 per cent on television, and candy, snack, and soft drink companies spend about 85per cent.

6. Advertising on TV is often criticized. People don’t like it when programs are interrupted every fifteen minutes. In Russia TV advertising generates $300 million a year. Of course, advertising revenues are important, but there are international norms which recommend advertisement breaks every 45 minutes. These days outdoor advertising is popular in Moscow. Many people think it makes the city more beautiful. It is especially widely used by car manufactures, clothing and telecommunications companies. Such advertising attracts wide audience and is cost-effective.

Vocabulary

advertising – реклама

message – послание

target audience – целевая аудитория

to launch – запускать (завод, продукт)

advertising campaign – рекламная кампания

revenues – доходы

outdoor advertising – наружная реклама

Question

Why do large firms and companies use advertising?

Вариант 2

I. Перепишите следующие предложения, определите в каждом из них видовременную форму и залог глагола сказуемого (см.образец). Переведите предложения на русский язык.

1. When much had been done in the study of ecology by our university it became an important scientific center.

2. The new way of promoting goods is offered by the Marketing Department.

3. The research of the planets will be developed with the help of cosmic apparatus.

4. This material is unaffected by solar radiation.

II. Перепишите следующие предложения и переведите их не русский язык, обращая внимание на различные значения слов it, one, that.

1. It is necessary to find new sources of cheap energy.

2. It was Einstein who came to the conclusion that electromagnetic field is influenced by the gravitational field.

3. This metro station was opened last year, and that one will be put into operation in two years.

III. Перепишите предложения и переведите их на русский язык, обращая внимание на разные значения глаголов to be, to have, to do.

1. Man had to learn to obtain electric power directly from the Sun.

2. At present most of the industrial enterprises have their own electric power stations.

3. Specialists do not use solar cells in industry as they are too expensive.

4. The engineers are to study the problem of using cosmic rays.

IV. Перепишите предложения и переведите их на русский язык, обращая внимание на бессоюзное подчинение.

1. The methods we have just described are very effective.

2. The instruments our plant produces help to automate production processes.

V. Перепишите предложения и переведите их на русский язык, обращая внимание на функцию инфинитива.

1. The teacher told the students to learn the poem by heart.

2. This student was the first to read the text.

3. To translate the sentence is to discover its meaning.

4. We are working hard to improve our English.

VI. .Прочитайте и устно переведите на русский язык с 1-го по 5-ый абзацы текста. Перепишите и письменно переведите 1, 2 и 5-ый абзацы. Письменно ответьте на вопрос после текста.