Task 27. Translate into English.

1. У сучасному житті існує чимало популярних видів реклами. 2. Рекламні оголошення, рознесені в газеті по рубрикам, привертають увагу багатьох потенційних покупців. 3. Люди з подвійними рекламними щитами (у рубашках-штендерах) вже мало дивують перехожих на вулицях наших міст. 4. До кінця 1990-х телебачення та радіо стали основними рекламними засобами. 5. Телевізійний рекламний ролик загалом вважається найбільш ефективним рекламним форматом для ринку товарів масового виробництва. 6. Рекламодавці сплачують телевізійним мережам значні суми за комерційний ефірний час. 7. Музичні заставка (“джингли”) є невід’ємною частиною телереклами. 8. З появою Інтернету відкрилися нові можливості для рекламування. 9. Маркетинг з допомогою всесвітньої мережі відкрив перед рекламодавцями нові горизонти. 10. У 1990-х роках спостерігався бум інтернет-компаній. 11. Вплив реклами ставав предметом багатьох диспутів. 12. Найчастішою скаргою є те, що реклами занадто багато. 13. Багато критиків реклами стверджують, що без неї наше життя було б більш приємним. 14. У багатьох країнах світу індустрія рекламування керується системою саморегулювання. 15. Рекламодавці, рекламні агенції та медіа розробляють кодекси рекламних стандартів, які гарантують, що реклама є законною, пристойною та правдивою.

Task 28. Read and translate the text.

Marketing vs. Advertising: What’s the Difference?

It is common knowledge that many people confuse marketing with advertising or vice versa. While both components are important they are very different. Knowing the difference and doing a market research can put a company on the path to substantial growth.

It is useful to start off by reviewing the formal definitions of each and then see how marketing and advertising differ from one another:

Advertising is often defined as a paid, public, non-personal announcement of a persuasive message by an identified sponsor; it is also seen as a non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing is the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same.

Actually, advertising is a single component of the marketing process.

It’s the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such media as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy.

All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

In order to distinguish marketing from other related professional services, one witty person related the following anecdote.

“If a young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If the young man tells his date how handsome, smart and successful he is – that’s advertising. If someone else tells the young woman how handsome, smart and successful her date is – that’s public relations.”

We might also think of marketing in the following way. If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade.