Exercise 6. Fill in the appropriate words:

1) ads; 2) ads; 3) advertise; 4) advertisement; 5) advertising; 6) advertising; 7) advertising; 8) an advertisement; 9) and; 10) commercials; 11) consumer; 12) in advertisements; 13) of; 14) of; 15) on the advertisement hoarding; 16) or; 17) our identity; 18) publicise; 19) publicity; 20) publicity; 21) social life; 22) the; 23) to; 24) to publicise; 25) with; 26) advertising.

1. Footballers a)_______ everything from double-glazing b)_______Guinness on

their shirts.

2. You might consider c)______ in local newspapers, magazines d)____ church

journals.

3. Professional fundraisers utilize e)____ powerful medium of f)_____ in their

national press.

4. The case received wide g)_______.

5. "Sixty percent h)________the newspaper space may be filled i)_____, but that

j)________ does not command sixty percent of the average reader's attention. We are inured to most of these advertisements and k)__________; they wash over us without even dampening the skin. We often do not stop to even read or watch the l)___________at all, and when we do, they rarely penetrate or connect with our consciousness, let alone transform m)_______. True, we are all persuaded and seduced from time to time by these n)_______, encouraged to make irrational impulsive o)_____ choices. But that kind of persuasion and seduction is endemic to p)__________; we run across it constantly and develop mechanisms to filter it out q)________ fend it off." (Rodney A. Smolla).

6. Joint meetings were held in East London to r)_________the benefits s)______

cooperative shopping.

7. "It has been found that the less t)_______ looks like an u)__________, and the

more it looks like an editorial, the more readers stop, look and read. Therefore, study the graphics used by editors and imitate them. Study the graphics used v)__________, and avoid them." (David Ogilvy)

8. Sport is the perfect medium for w)____. It guarantees record viewing figures

in Italy.

9. The authors of the paper called a press conference x)________ their findings.

10. Then she saw how the Oxo boy y)_______ smiled. (Mark Davies).

Exercise 7. Match the words from the text to their corresponding definitions:

1) product; 2) public relations; 3) publicity; 4) promotion; 5) product line; 6) product mix; 7) promotional mixer; 8) product offer; 9) product differentiation; 10) production goods.

a) any physical good, service, or idea that satisfies a want or need;

b) the attempt to create product perception in the minds of consumers that one product seems superior to others;

c) a group of products that are physically similar or are intended for a similar market;

d) the combination of products offered by a manufacturer;

e) consists of all tangibles and intangibles that consumers evaluate when deciding whether or not to buy smth.;

f) industrial goods such as grain and steel that enter into the final product;

g) an attempt by marketers to persuade others to participate in an exchange relationship with them;

h) the combination of tools marketers use to promote their products or services;