Lesson 7 Урок 7

Advertising circulars Рекламное письмо

Active vocabulary

Nouns / Существительные a comment a coin a record an average a brand an influence a benefit a testimonial an advantage a leaflet a share a poster	комментарий монета рекорд среднее число торговая марка влияние выгода свидетельство преимущество, польза, выгода рекламная брошюра доля рекламный плакат
Verbs / Глаголы to promote to hold to contact to appeal to to benefit to encourage to capture to differentiate to attract to persuade to encourage	продвигать (товары, услуги) держать, удерживать связаться (по телефону) взывать к, производить впечатление на извлекать выгоду, способствовать поощрять захватить, увлечь дифференцировать привлекать (внимание) убеждать подстрекать, побуждать (к действию)
Adjectives / Прилагательные reliable economical enjoyable eye-catching	надежный экономичный которым можно наслаждаться бросающийся в глаза (привлекающий внимание)
Adverbs / Наречия probably	вероятно
Phrases / Фразы to work for to stand for at minimal cost substantial discount mass media to create awareness an incredible variety of information	работать в (фирме, компании) символизировать по минимальной цене значительная скидка средства массовой информации создать осведомленность невероятное многообразие информации

Exercise 135 

Simon is having lunch in a cafe` near work. Listen to the tape and follow the tape script.

• Excuse me. Is this seat free?

• Yes. Help yourself.

• I’ve seen you here before, haven’t I?

• Probably. I work for a big company near here.

• Oh, do you? I work for the biggest company in the area. My company sells goods all over Britain.

• So does mine.

• We make the best office equipment in Britain.

• No. WE make the best office equipment in Britain.

• Oh really? Who do you work for?

• Brighter Office Supplies.

• Oh, so do I. Er… How do you do.

• How do you do. My name’s Simon, Simon Young.

Exercise 136

Answer the questions:

1. Did Simon know the man in the cafe`?

2. Does the man work near the cafe`?

3. What does the man’s company make?

4. Who does the man work for?

5. Who works for the biggest office supply company in the area?

Exercise 137

Read and translate the text. Answer the questions.

Advertising

Advertising is an important means of promoting services and goods that are being produced already as well as new lines in business. In Latin ad vertere means “to turn the mind towards something”. All organizations advertise, whether they admit it or not. Charitable and community organizations don't do it as formally as businesses, but they find ways to get known.

There are specialized firms dealing with advertising. Different kinds of mass media – TV, radio, newspapers, cinema, journals, magazines, posters, - are used for advertising goods and services. Special leaflets, booklets and other printed matter about goods may be used for the same purposes. Participation in fairs and exhibitions helps promote goods as well. Also, special advertising conferences may be held. 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.

All advertising contains both information and persuasion. Persuasive advertising forms the bulk of the nation’s $100 billion annual advertising budget, in which newspapers get the biggest share (26,4%), then comes television (21,9%), direct mail (16,8%), radio (6,8%) and magazines (5,2%). There are 500 000 people directly employed in the advertising business in America.

Much of the lore of advertising is aimed at the clever phrase that gets people's attention. However, the most useful advertising for the majority of companies is the routine type. A regular notice in the same place all the time will help the customer find you when he is ready. Hardly anything beats the «yellow pages» type of advertising. Direct mail is the most useful if a sincere and personalized approach can be used. Remember that 80 percent of the money is given by 20 percent of the people.

People are suspicious of slogans and displays that are so clever they appear insincere. The best advertising is third-person credibility — a customer telling a new or potential one about you. Give your customers a reason to do this.

The influence of advertising has both advantages and disadvantages. On the plus side is the fact that people get an incredible variety of information and entertainment at minimal cost. The disadvantage is that nearly all mass communications are heavily overloaded with commercial or persuasive messages.

Advertising can’t turn a poor product or service into a good one. But what it can do – and does – is to create awareness about both old and new products and services. So three main objectives of advertising are:

• to produce knowledge about the product or service

• to create preference for it

• to stimulate thoughts and actions about it.

Marketing

Positioning the product or service in the proper place in the market or business and presenting it in such a way that people become customers are what marketing is all about. Marketing people do not like to admit that they have anything to do with sales, but obviously the whole purpose of marketing is to create a situation in which a sale can be made.

In another sense, marketing is what we all do with our personal careers. Success or failure in the business world depends to a great degree on third-person credibility. The same is true in charitable organizations. For instance, the symphony that is thought of as a money-grubbing, disgruntled group of musicians gets very little support. The symphony that is thought of as yearning to pour music into the heart of every citizen receives all the funds and help it can handle. The difference between the two is marketing.

Companies such as Nieman-Marcus and Lazarus have developed a reputation for taking back whatever you bring them even if they didn't sell it to you. The reality is that this hardly ever happens, but the image of it is priceless. Such images are not generated by accident.

In careers, if one is thought of as a person of integrity, resourceful, energetic, and with an intense view of work, one will get far in the business world. If one is thought of as cantankerous, lazy, and difficult, obviously the reverse will be true. The difference in these two images lies very much in the hands of the individual. So all of us, as well as our businesses, need to think out how we wish to be presented to the world.

1. What is advertising?

2. What is advertising for?

3. What does “ad vertere” mean?

4. Is the influence of advertising good or bad?

5. What are the advantages and disadvantages of advertising?

6. What is used for advertising goods and services?

7. What does the choice of media for advertising depend on?

8. Does advertising contain only information?

9. How big is the nation’s annual advertising budge?

10. What share do different mass media have in nation’s annual advertising budget?

11. What can’t advertising do?

12. What are three main objectives of advertising?

13. What are the most effective ways of advertising?

14. Why are people suspicious of advertising?

15. What does effect of advertising depend on?

16. What is marketing?

17. How do principles of marketing apply in different fields of activity?

Sum up the information you have learned from the text.

Say what you think of the importance of advertising and marketing.

Give your reasons and examples.

Exercise 138

Complete the text with the words below.

adding capturing differentiating gaining

giving helping opening

Advertising doesn’t work in the same way as sale. Very little advertising tries to persuade anyone to buy immediately. Advertising has to motivate customer to take further action, such as making a telephone call or visiting a shop.

Creative advertising offers many benefits and helps businesses meet their objectives by:

1. __Gaining__the attention of the audience.

2. ________________ their imagination.

3. ________________ their minds to your sales messages.

4. ________________ your products and services from all others.

5. ________________ them a reason to choose you.

6. ________________ value to your products and services.

7. ________________ the audience to remember your products / services.

Exercise 139

Match the words and word combinations in the left hand column to the words and word combinations in the right hand column to make phrases. Write the phrases and then give their translation.

to attract an eye-catching to save substantial to encourage to describe to promote to be heavily overloaded with leaflets distributed among nation’s annual persuasive to turn a poor product or service newspapers get an important means of to create to have both

advantages and disadvantages advertising advertising budget awareness and preference benefits commercial or persuasive messages customer to take actions discounts heading into a good one potential buyers promoting goods and services services and goods the biggest share the reader’s attention time and money

Exercise 140

Match the following words from the text to their definitions:

Campaign Message Commercials Target Promote Trends Research Strategy Appeal to Consumers

attract; to please people who buy products or services current fashions advertisements on TV or radio encourage product sales a plan studying and testing aim at a group of consumers the communication of an idea or information a program for promoting a product or person

Exercise 141

Fill in the gaps with an appropriate word from the box:

a) depends	h) approach	o) channels
b) recognize	i) campaign	p) strategy
c) commercials	j) habits	q) standardized
d) require	k) maintain	r) increase
e) variation	1) unified	s) global
f) relate	m) brands	t) consumers
g) advertisements	n) prohibit

There are some products that can be marketed around the globe without much (1) ___________ in the marketing strategy or ad (2) ____________. These are usually durable goods that vary little between markets (e. g. Machine parts) or flagship (3) __________ that are known across borders. One example of such a brand is Coca-Cola. Coke uses the same (4) __________ from country to country and it often uses the same (5) ____________, just translating them into different languages. Other products that have (6) ___________ marketing campaigns include Unilever detergents, Marlboro cigarettes, Perrier water, Kellogg's Frosted Flakes, Pond's skin cream, Ajax cleaners, Levi's blue jeans, British Airways. This trend toward standardized marketing is growing.

There are several reasons why companies are turning to (7) _________ marketing. First of all, it is less expensive. It saves time and money if a company only needs to translate its (8) __________ in different markets. Second, a (9) ____________ market is growing across country borders. This market is created in part by global media, such as Rupert Murdoch's Sky Channel, Ted Turner's TBS channel, CNN, and MTV. These international (10) _________ show the same programmes everywhere. A new generation of (11) _________ follows the same trends whether they live in Sweden or Colombia. Third, as consumers (12) _______ their international travel, companies want them to (13) _________ their products across country lines. As the world gets smaller, companies try to (14) __________ brand consistency.

There are, however, obstacles to the global strategy. Some of the obstacles relate to the products themselves. Certain products, such as unprocessed foods, are difficult to market through a standardized (15) ___________.

People don't change eating (16) _________ readily. Companies usually need to use local strategies for this kind of product. Other obstacles (17) __________ to the ad campaigns. Some countries limit or altogether (18) ____________ commercials on TV. A company that (19) ___________ on a standardized TV ad may have to adapt its ad to other media in these countries. Also many countries (20) ____________ local participation in advertisements so that often ads must be remade locally. Countries also vary on what they consider acceptable advertising material. In the United States and Asia, partial nudity in general advertising is not acceptable; in Western and Eastern Europe it is.

Finally, some countries prohibit advertisements that do not reflect local culture, as they fear colonization of the local culture.

Discuss the following questions.

1. In what way do you think channels like MTV and CNN contribute to global market?

2. Do you think global marketing can affect local culture? If so, how? Do you think local culture can be expressed in advertising? If so, how?

3. Has Russian government tried to restrict international advertising campaigns? Why not?

4. What age group often is the target of global marketing?

5. As this market grows older, do you think it will continue to have uniform tastes?

6. Why don't the companies try to market to the older generations?

7. Do you know of any other recent technical developments that contribute to rapid world communication?

8. How will these new developments affect the new global market?

Exercise 142

The word market has many different definitions and is used in various idioms. Match the following idioms to their definitions.

the market in the market for to play the market buyer's market on the market

a market that favours the consumer not the seller; an open air market where antiques and second-hand things are sold; ready to buy for sale to try to make money on the stock market by buying and selling stocks

Complete the sentences with the above expressions.

1. The recession has brought house prices down and now that the interest rates are low it is a _______________. This is the time to get a house.

2. We just put the new line of products ____________. Now they just have to watch to see if consumers will buy them.

3. When we traveled there we visited all the ________________ and got the best bargains in town.

4. When interest rates are low, many people start to _________________ in hopes of making some money on their savings. It's a risky business.

5. People are always _______________ good entertainment.

Exercise 143

Often the same base can be used in the form of verb, noun or adjective. Complete the following chart with the missing forms.

VERB	NOUN	ADJECTIVE
prohibit		prohibited
	promotion	promotional
	consumer	consumable
restrict		restrictive
	standard	standard
target		targeted

Complete the following sentences with the correct words from the table, but do not repeat any words.

1. If a company can _______________ its products, instead of producing different versions of these products, then it will be able to reduce its expenses.

2. In Muslim states, such as Saudi Arabia, the importation of alcohol is ______________. Absolutely no alcohol is allowed.

3. Market tests showed that _____________ didn't like the flavor of the new product.

4. Commercials often ______________ at teenagers who are seen as having money to spend and not being already loyal to specific brands.

5. They _____________ their products with advertising on radio and in newspapers but sales didn't increase.

6. All countries have ______________ on what is permitted in an ad, but these vary from country to country.

Exercise 144 Discussion

1. Are there any McDonald's restaurants in Russia? / in your city?

2. Have you eaten at McDonald's in different countries?

3. Does the food taste different at McDonald's in different countries?

4. Does the menu offer a different selection of food in different countries?

5. What remains the same about McDonald's restaurants across cultures?

6. In what country is McDonald's based?

7. Why do you think McDonald's has been so successful worldwide?

Exercise 145

Read the text and decide what the writer hates. Then complete the text using the words in the box.