Comprehension

Refer closely to Text 1 and answer the questions:

1. Why is advertising a controlled method of placing messages?

2. What do sponsors hope to achieve giving an ad?

3. Is advertising limited to selling goods and services? Why?

4. When does advertising serve public relations services?

5. What examples of public relations advertising are given in the text?

6. What are the differences between advertising and publicity?

Vocabulary

1. Find in Text 1 equivalents for the following Russian words and phrases:

содержание рекламного сообщения; рекламодатель, покупающий эксклюзивные права на включение своей рекламы в СМИ; убеждать; раздел в газете или журнале, классифицированный по содержанию; влиять; призыв; рекламная вставка на телевидении длительностью от 10 до 60 секунд; профсоюз; преследовать цель; уместность; закупить.

2. Give Russian equivalents for the following words and phrases:

nonpersonal communication; personnel function; marketing exhange relationships; institutional advertising; apathetic; message timing; improvement communication strategy; perceived relevance; required budget; to deliver messages.

3. Match 1 – 9 with a – i to form expressions from Text 1.

strategy face-to-face job product nonprofit advertising message target editorial

message organization section publics option publicity content communication opening

Give their Russian equivalents.

4. Match up the words on the left with the definitions on the right.

advertising marketing goodwill message controversy effort audience

the success of a company, and its good relationship with its customers; an attempt to do something, esp. when this involves a lot of hard work or determination; the process of identifying and satisfying consumers’ needs and desires; a paid communication in the media designed to inform and persuade people about products and services; a spoken or written piece of information that you send to another person; a group of people who watch and listen to someone speaking or performing in public; a serious argument or disagreement, esp. about something such as a plan or decision, that continues for a long time.

Text Discussion

One of the major trends in the ownership of PR agencies is merging with large advertising agencies. To illustrate, of the top ten PR firms that have major operations in the US, seven were affiliated with advertising agencies. How can you explain this tendency?

Complete Text 2 using the words in the box.

consumers emphasizing highlight minds objective limited goodwill advertising focuses image-oriented public overcome aspects

TEXT 2

Institutional advertising

Institutional advertising tries do develop (1)… ... for a company – or even an industry – instead of a specific product. Its (2)… ... is to improve the advertiser’s image, sales, and relations with the various groups the company deals with. This includes not only (3)…... but also current and prospective channel members, suppliers, shareholders, employees, and general (4)… ... . Dow, for example, appeals to college grads and other potential employees with (5)… ... ads that proclaim “Dow lets you do great things”.

Institutional advertising (6)… ... on the name and prestige of a company or industry. It may seek to inform, persuade, or remind.

A persuading kind of institutional advertising is sometimes used by large companies with several divisions to link the divisions in customers' (7)… ... . AT&T, for example, advertises the AT&T name — (8) …... the quality and research behind all AT&T products.

Companies sometimes rely on institutional (9) …... to present the company in a favorable light — perhaps to (10)… ... image problems. Ads for a chemical company, for example, might (11)… ... its concern about the environment.

Sometimes an advertising campaign may have both product and institutional (12)… ... – because the federal government has taken an increasingly dim view of institutional advertising. The Internal Revenue Service has (13)… ... tax deductions for some institutional advertising – claiming it had no “business purpose”.