Advertising

1. Give the Russian equivalents:

1) a directory; 2) a mailshot; 3) a billboard; 4) a poster; 5) endorsement; 6) word-of-mouth; 7) a slogan; 8) a free sample; 9) a leaflet; 10) to publicise; 11) mass market; 12) a TVslot; 13) a retail outlet; 14) promotional technique; 15) advertising campaign; 16) price promotion; 17) online shopping; 18) media buying; 19) to run the ads; 20) pack design; 21) corporate identity; 22) teaser; 23) cheeky; 24) soaring prices.

II. Complete the sentences using active words & combinations:

1. Advertising is one of many ways in which manufacturers ____ .

2. The most important thing of a really good advertising campaign is ____ .

3. The launch early stages of an advertising campaign are ____ .

4. Outdoor advertising is one of the fastest growing ____ .

5. Mass market is concerned with non-luxury goods that _____ .

6. When we spend very little money, but the campaign is very successful, we speak about ____ .

7. The television commercial has always been the effective creator of ____ .

8. TV advertising is the most glamorous, but the other media such as ____ mustn’t be ignored.

9. ____ is an advertising method where a celebrity is used in advertising particular goods.

10. The ultimate advertising is word-of-mouth, that is _____ .

III. Translate from Russian into English:

1. Наружная реклама гораздо дешевле рекламного места на телевидении.

2. Взлетевшие цены на телевизионную рекламу заставляют клиентов использовать другие средства массовой информации.

3. Известный американский социолог и ​психолог в области масс-медиа Маршал Маклахан сказал, что реклама – величайшее искусство нашего века и она составляет большую часть современной культуры.

4. Покупки через Интернет становятся все более и более популярными.

5. В рекламной кампании Кока-Колы участвовали несколько известных личностей.

6. Рекламное место на телевидении не будет гарантией успеха, если его не использовать творчески.

7. При проведении рекламной кампании важно правильно определить целевого покупателя.

8. Многие думают, что реклама – пустая трата денег.

9. Рекламные агентства тратят много денег на создание умных рекламных лозунгов, которые должны быть короткими и запоминающимися.

10. Если вы хотите продать что-либо, вам следует разместить рекламное объявление в местной газете.

IV. Match the terms with the definitions:

directory	when a well-known person says how good a product is in advertisements. People will buy the product because they like or trust the person.
billboard	an advertisement on television, radio or in the film.
product endorsement	a book or list of names, facts, etc., usually arranged in the alphabetical order.
publicise	a large sign used for advertising.
commercial	to give information about something to the public, so that they know about it.

V. Answer the questions to the text “Outdoor advertising – a breath of fresh air”:

1. Why is outdoor advertising increasing in many countries?

2. What innovations have been used in outdoor advertising?

3. What can make the advertising campaign very successful?

4. Why isn’t advertising a waste of money?

5. Give examples of clever slogans that you remember from advertising campaigns.

6. Do you think that product endorsement is effective? Why? Why not?

7. What is the key feature of effective advertising?

8. Comment on the planning and launch stages of an advertising campaign.

9. Why is the online shopping becoming more popular nowadays?

VI. Read the text and say if the following statements are true or false:

1. Phil Night never uses endorsement as an advertising technique.

2. The “three-legged stool” concept included endorsement, product design and advertising.

3. Tiger Woods, the basketball star, demonstrated tennis t-shirts.

4. In 1986 Nike was number one trainer manufacturer in the USA.

5. Nike rely on decision-making process, but not on market research pre-testing.

6. Nike is famous for inventing stunts that are impossible to do in reality.

7. The message of Nike’s advertising is to arouse the consumer’s interest to unusual ads.