- •Английский язык guides for advertising Реклама в туризме
- •Introduction
- •1. Learn the following words and word combinations:
- •3. Translate the following:
- •5. Write a short paragraph giving your reasons for your choice. Use the words and word combinations given above.
- •6. Read the following text:
- •1. Learn the following words and word combinations:
- •2. Agree or disagree:
- •2. Now check how well you have learnt them:
- •Interference
- •Volition
- •3. Translate the following:
- •7. Write a story of your own trying to use as many words and ex pressions from task I as possible. Tell it in class. Let your class mates comment on it.
- •8. Look at the Headline of the following text and say what it is de voted to.
- •5. How well have you read the text? Can you answer the following questions?
- •8. Use the text to make word combinations with the following words:
- •9. Find in the text the words that mean the same:
- •10. Insert the missing prepositions. Translate the text.
- •12. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •13. Bring different parts of tour advertisements. Analyze all of the parts separately. Try to understand each heading, slogan and copy. After the research has been completed, answer the questions.
- •14. Translate the following into English in class.
- •15. Write a list of dos and don'ts in advertising. Present it to the class. Decide whose essay best covers the topic.
- •1. Learn the following words,
- •4. Give all possible English equivalents of the following words:
- •5. Translate the following into Russian:
- •6. Translate the following into English:
- •8. Answer the following questions.
- •9. Read and translate the text.
- •1. Give Russian equivalents of the follow word combinations:
- •5. Find key sentences in the text. Discuss them with your classmates.
- •6. Retell the text using as many words and word combinations of the unit as possible.
- •7. Translate the following into English in writing:
- •8.Comment on the following and give a list of dos and don'ts for advertising in print.
- •9. Fill in the gaps with the phrases from the box. Translate the text.
- •10. Analyze the following advertisements:
- •2) What tours are advertised in each ad? Which one would you prefer? Substantiate your choice.
- •3) Translate the advertisements into Russian. Preserve the composition of the advertisements.
- •3 Star winter sun offer cyprus
- •2) How many blocks can you distinguish in every advertisemen What are they? 3) Translate the advertisements into Russian. Preserve the position of each of the advertisement.
- •14. 1) Complete the following advertisement. Use the words and word combinations from the box.
- •16. Match the contents and the headlines of the advertisements. What ads' parts are omitted? Which tour would you prefer?
- •17. Try to find an advertisement meeting all the demands. Discuss it with your classmates. Choose an 'ideal' ad.
- •1. Learn the following words and word combinations:
- •2. Read the text below:
- •3. (A) The advertisement in a-column has been mixed and, to arrange them in the right sequence, consult the advertisement in b-coIumn.
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •5. Analyze the following advertisement. Say what kind of tourism is offered here, what target audience is implied. What is your idea about the number of tourists that answered this ad?
- •7. The following information will help you to create your own advertisements. Invent the name of a tourist agency, do not forget about the price. Keep in mind, you should be very persuasive.
- •9. Read and translate the following article. Create several itineraries on the basis of the following article. Present them in the form of advertisements. Keep in mind the target audience.
- •15. The following newspaper advertisements have been mixed up. Them together by rearranging the sections.
- •1. Learn the following words and
- •Incentive
- •3. Translate the following:
- •5. Make up a situation of your own trying to use as many expressions from task I as possible.
- •7. Look at the headlines of the following texts and say what it is devoted to.
- •8. Read and translate the following texts:
- •1. Find in the texts and read the sentences that prove that:
- •2. Give English equivalents of the following word combinations.
- •3. Write 10 statements (true or false) to the texts of the section. Ask your classmates to identify them as either true or false.
- •4. Answer the following questions:
- •6. Find key sentences in the texts. Discuss them with your classmates.
- •7. Retell the texts using as many words and word combinations as possible from task 1.
- •8. Translate into English:
- •2. Translate the following:
- •3. Agree or disagree. Prove your answer.
- •4. Answer the following questions:
- •9. Translate the following into English:
- •2. Now check how well you have learnt them: specific
- •I. Give Russian equivalents of the following word combinations.
- •2. Give English equivalents of the following word combinations.
- •9. Expand on the following.
- •10. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •11. Translate the text with the dictionary.
- •12. Translate the text with the dictionary. Discuss the text with your classmates.
- •13. Translate the following into English in class.
- •1. Learn the following words and word combinations
- •2. Give Russian-English equivalents of the following:
- •3. Answer the following questions:
- •4. Read and translate the following text:
- •1. Answer the following questions:
- •4. Find the key sentences in the text. Discuss them in class.
- •5. Retell the text using as many words and word combinations of the unit as possible.
- •6. Read the following text and expand on it.
- •7. Choose the proper preposition to finish off the sentence. Translate the text into Russian.
- •8. Read and translate the text. Say whether you experience the following. Remember that this information can also be used for creating ads. Discuss the contents of the text with your classmates.
- •9.How do you perceive letters and numbers? Are the colors the same for English and Russian vowels and consonants? Discuss it with your classmates.
- •10. Translate the following text into English.
- •11. Write an essay concerning the role of color in your life. Use as many words and expressions from the texts as possible. Tell it in class. Let your classmates comment on it.
- •1. Assess the following advertisement and answer the questions.
- •Viking kirov
- •3. Arrange the blocks of the advertisement in the right sequence.
- •4. Discuss the following advertisement. Discuss the techniques and verbal features used in the advertisement. Translate it into English. Design your own identical advertisement.
- •5. You have looked through a number of advertisements. What advertisement is the most effective?
- •7. Three advertisements have been mixed up. Put them together in writing. Add the omitted parts. Which tour would you choose? Which advertisement is the most effective?
- •8. Translate the following itinerary-advertisements into English.
- •11. 1) Read the following texts. Design advertisements on their basis in English and in Russian. Discuss them with your fellow
- •2) Translate the following texts and add the omitted blocks to turn them into ads.
- •12. Design tour advertisements, use the following parts of the advertisement.
- •13. Translate the following advertisement, add the omitted blocks. Express your opinion about so extreme tours.
- •7 День:
- •14. Make use of verbal and visual means to create an extreme tour advertisement. Present it to the class. In groups of two or three discuss the features that an advertisement should possess.
- •Information (202)289-1995 The Gray Liner Golden Line asi
- •16. A Spa Hotel offers joy to its guests in the following advertisements. Discuss the verbal features and the content of these advertisements.
- •17. Are the following advertisements easy to understand? Are the typefaces (fonts) easy to read? Which add is more persuasive?
- •19 Nights from £1,249 Two nights only £179 special offer from £295 from just £549 Call for details ...
8. Answer the following questions.
1. Why do advertisements appeal to different age groups, different genders, to people with certain occupations or hobbies?
2. Can you give examples of universal advertisements?
3. What do you want to find out about tour advertising? Make up a list of questions.
4. Magazines, newspapers, brochures, posters, junk mail are very important advertising media. What other advertising media do you know?
9. Read and translate the text.
Direct Mail
Looking for some tips to help you create a direct mail campaign that brings in results without breaking the bank? Here are 10 smart tactics by a direct mail professional:
1. Develop a visual sense for what works and what doesn't.
You have an abundance of learning materials right inside your mailbox. The next time you go through your mail, take a minute to examine what's there, what catches your attention, what attracts you and what repels you. Do you have examples of previous campaigns you've sent out? Or pieces from your competitors that you can learn from? "Junk mail" has a unique style — learn to recognize it and think about how you can create the opposite.
2. Don't insult your prospects' intelligence by using cheesy tag lines or see-and-say visuals.
Believe it or not, "FREE MONEY" doesn't attract much attention in the world of today's consumers. So avoid using bold with italics, ALL CAPS, and multiple exclamation points (!!!!), as these are the cliched visual cues of junk mail.
And try to be innovative in what you do show. Make a point of avoiding see-and-say graphics, which are too elementary to involve and activate the brain of a potential customer. The key here is to entice your audience to complete a story in their minds of how your product or service solves a problem they have. Involving your audience lengthens the time they take to look at your mail piece and improves the odds they'll take in the information they need to make a decision for your business. Humor can also play a great part in these visual stories.
3. Don't assume your audience knows everything.
An educated consumer is one that's more willing to make a purchase. Your headline should draw attention to your body copy, which is your most powerful selling tool. Ignore what people say about how no one reads anymore — if compelled by a good headline and provoking imagery, a potential customer will want more information immediately. Directing them to a website or phone number is asking a lot of your audience, so instead, include essential information right on the mail piece. When writing copy, start from the beginning, be direct, and include as much information as you can in five sentences or less. Chances are, the reader is scanning, so use words that are easy to understand but are descriptive enough to accurately communicate your message.
4. Use what you know.
If you know your customers inside and out, by all means, use that information in your mail piece. Meeting your potential customers where they are is a great way to attain trust quickly. Become familiar with your market so you can be specific about your mailing list. Consider demographics like gender, age, income, climate, leisure activities and more when deciding where to mail each piece. The more you use information that's been hard-earned in years past, the better your response rates will be.
5. "You Won't Believe This Amazing Offer!" At least that part's true, when it comes to your prospects — people are much more skeptical these days. So do something completely unusual with your direct mail piece: Tell the truth. Exposing your weaknesses make your strengths seem even greater, and (yes, believe it) creates a sense of honesty and trust. Consider this example: A flooring company boasts «the best styles at the best prices.» While the claim sounds attractive, it doesn't have the same believability (thus response-eliciting) factor as a piece that claims «the same styles at the best prices.» Creating a trustworthy message allows consumers to set positive expectations, rather than refuting any false ones they might be reading. And when potential customers set expectations, you can bet they're ready to take a risk on your business.
6. Ask and you shall receive. Know exactly what action you want your mail piece to elicit, and then ask for it. Then ask again. This is known as the call-to-action in the world of direct mail, and it's the consumers' cue for getting what they want. If there's no call-to-action, your direct mail piece is just creating brand recognition. Is there a number to call? Don't just list the number — ask them to make the call. Is there a website to visit? A response mail required? Ask, suggest and entice your audience to respond to your piece. Make the information accessible, easy to read and effective — which may mean making some changes in the office, whether that's a designated phone line or a more memorable web address.
7. Consider the medium. What will your message be delivered on? Postcards are an effective medium for most products, because they cut down a barrier (the envelope) between the consumer and the message. However, some direct mail is more appropriate when crafted as a letter, especially those that involve high-dollar sales and financial services.
Think carefully about your product and your message before making a decision about the medium. No matter what format you choose, consider the paper your message will be printed on. Inexpensive paper communicates something very different from high-quality paper. If you're selling anything that's considered expensive, high-quality or nice paper will communicate that message much more effectively than something inexpensive. On the other hand, the type of paper you choose makes little difference when you're selling items that are inexpensive, sold at bulk rates or discounted.
8. Use color wisely. Color will always catch more attention than black and white, but when it comes to color, more is not necessarily better. Additional colors may cost more money to produce — and too many colors can create a piece that's confusing and cluttered — so it's important to find what's best for your project.
Begin by choosing one or two main colors and one or two supporting colors based on the feelings they elicit:
Warm colors are exciting and energizing; cool colors are relaxing and refreshing. Bright colors speak loudly; dull colors suggest quietly. Think about your product, corporate image and your audience when choosing color. Metallic colors are a great option for one- or two-color jobs.
And check with your printer to see what's available that might make your piece stand out for a small or no increase in price. Consider colored paper, as well as using a color as a field (covering a large shape area) and reversing out the text (that means showing white text on a colored background). These techniques will help you make the most of your budget and color choices for maximum impact.
9. Personalize your pieces. You've seen them: "[your name here], you've got to check out this deal!" Personalization can enhance a consumer's inclination to read your direct mail piece by creating a sense of familiarity. It also emphasizes their importance to your business. For example, are you more likely to open an envelope that says "Current Resident" or "[Your Name]"? Most likely, you'll feel important to the second business and choose to open that mail first.
When it comes to personalizing a direct mail piece, there are a lot of options, ranging from addressing it to a specific consumer or including their name in the letter portion to printing their name in the art area on the actual postcard or letter. Some of these options can get pricey, so if you think it's appropriate for your mailer, talk with your printer about your personalization options so you'll know what options fit your budget.
10. Determine the best way to mail it. When it comes to mailing your direct mail pieces, you have options regarding the postage you purchase. Think about your customers and the value of your product, as well as time sensitivity. Do your potential customers care about first-class postage or not? And don't forget to consider the type of postage for your direct mail piece. You can choose to use first-class or presort stamps, or you can print the first-class or presort postage directly on the mail pieces (this is known as the indicia). In pieces that are highly personalized and official-looking, a stamp can enhance response rates because consumers infer a human touch. On postcards, indicias work just as well as stamps and don't cost anything to apply to the mail piece.
By Mark Risley
AFTER-READING TASKS