Unit 16. Advertising Active vocabulary

advertising target customer account advertising campaign allocate budget brief statement message notify advertisement (advert, ad) media brochure	рекламна справа; реклама рекламування цільовий споживач загальна назва контракту між клієнтом, який платить за здійснення професійної послуги рекламна компанія розміщати (капітал), асигнувати бюджет, фінансовий кошторис справа виклад формулювання повідомлення, послання повідомляти реклама оголошення засоби масової реклами брошура
advertising media broadcasting leaflet flyer display display (advertising) poster boarding (BrE)/billboard vehicle point of sale trade fair word-of-mouth corporate advertising brand image public relations expert (PR) publicity		засоби масової інформації трансляція листівка невелика тоненька брошура листівка показ, демонстрація, виставка ілюстративна (реклама) афіша, плакат, оголошення щит, дошка для наклеювання оголошень, афіш, плакатів тощо транспорт місце здійснення продажу торговий ярмарок усна реклама реклама фірми імідж торгової марки експерт з питань організації публічність, реклама

Advertising is one of the main methods of promotion. Its aim is to increase sales by making a product or services known to a consumer and to persuade the consumer to buy it.

Advertising is often designed and managed by advertising agencies. Large companies usually use advertising agencies to promote their products and the company’s image to the target customers.

The account is the contract between the client company and the agency to develop an advertising camping. The client allocates a budget, an amount of money and the target. The agency and the client usually discuss the brief, which is a statement of the client’s objectives, as well as the information the company wishes to reach to the consumers.

After that the agency is ready to start work. An advertising campaign consists of a series of advertisements (adverts, or ad’s) which are run in various media.

The most common types of advertising media include: broadcasting TV, cinema, radio), press newspaper, magazines), printed material (brochures, leaflets, catalogues, flyers), electronic (Internet), display, posters, boardings/billboards, vehicles, point of sale, others (trade fairs, word-of mouth, packaging)

Corporate advertising is not concerned with increasing sales of a particular product or service. Its aim is to present to the public the brand image. Public relations (PR) experts organize activities which generate positive publicity for companies.

Exercise 1. Give the English for:

головні методи сприяння у продажу товару, інформувати споживача, реклама, рекламна агенція, цільовий споживач, розробити рекламну кампанію, повідомляти споживача, розпочати роботу; засоби розповсюдження реклами, торговий ярмарок, усна реклама, ілюстративна реклама, реклама фірми, експерт з питань організації громадської думки, збільшувати продаж.

Exercise 2. Match words from the list A with words from the list B

that have a similar meaning:

A B

main promote

amount notify

vehicle budget

start begin

allocate automobile

contract allot

inform sum

advertise principal

Exercise 3. Match the appropriate words or phrases in the following sentences and translate the sentences:

boarding, brief, media, an advert, advertisement, advertising, an advertisement, advertise, advertising agencies (2), brand image.

1. My friend works for one of the biggest …. in Ukraine.

2. We’ll have …. for a new secretary.

3. The best way to sell your car is to put …. in the local paper.

4. How easily are you persuaded by …?

5. We place … about our products in the newspapers every week.

6. The agency lost a $10 million account when it mistakenly ran … for a new product before it had formally been introduced.

7. The choice of advertising … was limited by the budget.

8. The client’s … stated that the advertising should target the students.

9. … is a large board for displaying posters alongside roads.

10. Advertising is often designed by … .

11. Mercedes cars have a quality … .

Exercise 4. Answer the following questions:

1. What is the advertising? What is its aim?

2. Who is advertising managed by?

3. What do large companies use advertising agencies for?

4. What is an account?

5. What do we call the statement of the clients objectives?

6. What does an advertising camping consist of?

7. What do the most common types of advertising media include?

8. What steps are required to start an advertising campaign?

9. What is the aim of corporate advertising?

10. What do the public relation experts do?

Exercise 5. Match the words and phrase with the correct definitions from the list below:

brief, trade fair, advertising agency, account, point of sale, advertising, advertisement, catalogue, advertising media, brand image;

1. the business that deals with making, distributing and selling advertisements;

2. the firm that plans, producers and places advertising for its clients;

3. the various forms of communication through which advertising reaches its

audience;

4. a book containing details of items for sale;

5. the place where a customer buys something;

6. an exhibition where companies in a particular industry display their products

to potential buyers;

7. the contract between the client company and the advertising agency to

develop an advertising campaign;

8. a statement of the client’s objectives;

9. a notice or massage in a newspaper, or on a poster in a public place, or

announcement on television or on the radio offering or asking for a product

or service;

10. the feelings and opinions that a buyer has about a particular named product.

Exercise 6. What do you understand by these terms?

Target customers, account, budget, brief, brand image, public relation expert.

Exercise 7. Sum up what you remember about:

1. product advertising;

2. advertising agencies and an advertising campaign;

3. corporate advertising.