1.Read the following text, translate the Russian expressions into English, consult the dictionary if necessary. Fill in the gaps with the words given before the text

In the first place but more than that in general finally therefore because it is a well-known fact and next

Advertising

_______ that advertising информирует потребителей about the existence and benefits of products and services, and attempts убедить them купить them.

Large companies could easily set up their own advertising departments, ________ they tend to hire the services of рекламное агентство. Компания-клиент _______decides on its рекламный бюджет, the amount of money it plans to spend in developing its advertising and buying media time or space. _______ it provides a brief statement of целей рекламной деятельности, and _______ it gives an overall рекламную стратегию concerning what message is to be communicated. The choice of how and where to advertise (газетная и журнальная реклама, рекламные ролики на радио и ТВ, реклама в кино, posters on hoardings(GB) or billboards(US), point-of-purchase displays in stores, mailings of leaflets, брошюры или буклеты, and so on), _______ in what proportions, is called a media plan. Преимущества и недостатки of each medium must be weighed up because each medium has its own characteristics and covers different areas of потенциальный рынок. _______ when a firm has selected the means of delivering the message it must decide on the number of times the advert should be displayed.

The set of покупателей whose need a company plans to satisfy, and ________ to expose to an advertisement is known as целевой рынок.

_______ the advertising of a particular product or service during a particular period of time is called рекламная кампания.

Favourable mentions of a company’s products or услуги, in any medium read, viewed or heard by company’s customers or или потенциальные покупатели that are not paid for, are called publicity.

2. Answer the following questions

a. What are the main kinds of advertising?

b. What main functions of advertising are distinguished?

c. What are the main requirements for the message of an advertisement?

d. What is the traditional structure of an advertisement? How should format elements

be arranged?

e. What does the impact an advertisement makes on the target audience depend on?

Role-play “Making an Advertisement”

You are the members of an advertising department. A new product or service is going to be launched into the market by your company. You are to create an effective advertisement of the new product.

You should:

1.select the product/ service;

2. determine its functions, advantages and benefits, target market;

3. work out the message of the product;

4. work out the layout of your ad: watch the format elements and their arrangement;

5. prepare the artwork of the advertisement;

6. demonstrate your ad to the groupmates.

Watch the ads of your groupmates and try to evaluate them according to the following criteria:

1. the idea (1-5)

2. the layout (1-5)

3. the artwork (1-5)

4. the message (1-5)

5. the effectiveness of the advertisement (1-5)