- •Part III text 1. History of economics
- •Text 2. Money
- •American money
- •English money.
- •Text 3. The functions of money
- •Text 4. The role of banks in theory
- •Text 5. Central bank
- •Text 6. Finance
- •Text 7. Recruitment
- •Finance Analyst
- •Text 8. Job specification
- •Text 9. People in organization
- •Insert the correct verb.
- •Text 10. Behaviour patterns
- •Text 11. Dismissal procedure
- •Text 12. The company structure The Company Organization
- •Text 13. Board of directors
- •Text 14. What you need to become a successful leader
- •In both these examples a modal verb is used to express mild obligation or advice. What do the following verbs express?
- •Text 15. How to motivate your employees
- •Text 16. Meetings
- •Part IV text 1. Advertising in early western history
- •Text 2. Advertising
- •Text 3. Advertising and promotion
- •Text 4. Major methods of advertising and promotion How to Write Ads?
- •What Should You Write in Your Ads?
- •Major Methods of Advertising
- •An Example of the Definitions
- •Text 5. Adventages and disadventages of different advertising medium
- •Newspaper Advertising
- •Some Advantages in Newspaper Advertising
- •Some Disadvantages with Newspaper Advertising
- •Magazine Advertising
- •Direct Mail
- •Specialty Advertising
- •Conclusion
- •Text 6. Public relations and advertising
- •The Advertising Pyramid: a Guide to Setting Objectives
- •Text 8. Controvercial advertising
- •Text 9. The right design is the shortest way to success
- •Text 10. Does advertising make us too materialistic?
- •Text 11. Commercials aimed at kids
- •Text 12. Consumer behaviour from the advertising perspective
- •1. Explain, in your own words, why advertising people must understand the complexity of human behaviour.
- •2. What three processes is consumer behaviour governed by?
- •3. Explain your understanding of perception, learning and motivation.
- •Text 13. Advertising as a business
- •If you want to use English in a natural way, you should note down and learn expressions like these.
- •Text 14. What does it take to become an ad manager?
- •Text 15. Advertising as a career in the usa
- •Рекомендуемая литература
Specialty Advertising
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"Giveaways" are the pencils, pens, buttons, calendars and refrigerator magnets you see everyday. They are called "Specialty Advertising" in the advertising business. Businesses imprint their name on items and give them away (or sometimes sell them at very low cost) in order that:
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You notice their name enough times on the item. So when you plan to buy something or you need some service you think of their name first.
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You appreciate the goodwill of the company giving you the item and eventually return the favor by giving them some business.
These are long-term advertising investments that can take months or years to turn into actual sales.
Specialty advertising is a unique way to generate goodwill and put your name on items that people remember.
Conclusion
There is no one best way to advertise your product or service. It is important to explore the various advertising media and select those, which will most effectively convey your message to your customers in a cost-efficient manner.
Always remember, advertising is an investment in the future of your business.
EXERCISES
Exercise 1. Match the English words with their Russian equivalents.
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Exercise 2. Say whether these sentences are true or false and explain why.
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There is an advertising medium that has no disadvantages and limitations.
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Reading the newspaper is a rare habit for families.
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People don’t expect advertising in the newspaper.
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People never buy the paper just to read the ads.
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A newspaper ad can not contain prices and telephone numbers.
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There few advantages of advertising in the newspaper.
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The print quality of newspapers is very good for photographs.
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The main difference between newspaper advertising and magazine advertising is the following: ads in magazines are not immediate.
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An ad for a monthly magazine must be prepared at least two days in advance of publication.
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You can find trade magazines on the average newsstand.
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Consumer magazines are publications that go to certain types of industries.
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Not many people listen to the radio.
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You can not advertise on a radio, as it offers only the following information: news, weather reports and music.
Exercise 3. Complete the sentences using the following words.
Direct mail, behavior, medium, outdoor, future, alternative, expensive, "giveaways", television, investment.
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… is often called the "king" of the advertising media.
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TV has persuasive power in influencing human ….
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Advertising on TV is very … .
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Cable advertising is a lower cost … to advertising on broadcast television.
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… аdvertising includes billboards, benches, posters, signs and advertising on buses, subways, taxicabs and trains.
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… is the third largest media expenditure behind television and newspaper.
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Some companies use … to attract their potential consumers’ attention.
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Specialty advertising is a long-term ….
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There is no best advertising ….
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Advertising is an investment in the … of business.
Exercise 4. Translate the text into Russian.
Advertising is an important means of promoting the goods that are being produced already as well as new lines in business. There are specialized firms dealing with advertising, different kinds of mass media (TV, radio, newspapers, cinema, journals, magazines, posters) are used for advertising goods. Special leaflets, booklets and other printed matter about goods may be published for the same purpose. Participation in fairs and exhibitions helps to promote the goods as well. The choice of media for advertising depends on the kind of goods and on the local conditions and people's habits: sometimes TV and radio ads are best, in other cases it may be trade journals or leaflets distributed among potential buyers.
Exercise 5. Write a short essay on.
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Advertising, its benefits and disadvantages.
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Advertising strategies.
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Methods of Advertising. Their strong and weak points.
Exercise 6. Match the English words with their Russian equivalents.
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*I'm gonna make him an offer he can't refuse. — Я предложу ему сделку, от которой он отказаться не сможет. / Я сделаю ему предложение от которого он не сможет отказаться. (Реплика мафиозного босса из романа "Крестный отец" Марио Пьюзо; стала крылатым выражением во всем мире после выхода на экраны одноименного фильма, снятого Ф.Копполой (1972), где роль крестного отца исполнил Марлон Брандо.)