Module 3

Exercise 1. Translate the following words.

Major types, objective, vehicle, qualitative selectivity, segment, consumer, discriminate, brand, promotional strategy, entrenched habits, be aware of, purchase, to switch, circumstances.

Exercise 2. Read and translate the following text.

Select the advertising media

Advertisers must select media through which to send their messages. The major types of advertising media are: 1) print, 2) broadcast, 3) direct, 4) location. Furthermore, the advertiser also has to decide which particular vehicles within each medium to use. For example, if the selected medium is magazines, which vehicle(s) (Time, TV Guide, etc.) should be selected? These decisions must take advertising objectives, information to be communicated, and funds available for advertising into consideration.

The more alike members of a vehicle's audience are in one or more characteristics that are important to the advertiser, the greater the qualitative selectivity. Thus, a dress manufacturer that wants to advertise to larger-sized women should consider BBW (formerly Big Beautiful Women) magazine to be more qualitatively selective than Cosmopolitan. The greater the vehicle ability to reach people in selected areas, the greater its geographical selectivity. Southern Living offers more geographical selectivity than Better Homes and Gardens. But using highly selective vehicles can be dangerous if the marketer has not defined the target market clearly. The ads could miss (not reach) important market segments.

More frequently, advertisers want to use the knowledge of learning theory that shows that consumers can learn to discriminate between brands. Therefore, the promotional strategy may be based on positioning the brand so that consumers will differentiate it from the competition. In many instances, learning becomes so entrenched that a habit develops and the consumer buys the same brand without even being aware of the learning experience that originally led to the purchase. Under such circumstances, it is extremely difficult for advertising to get consumers to switch brands. To counter strongly entrenched buying habits, significant innovation and a heavy level of promotion are usually needed.

Exercise 3. Answer the questions.

1. What are the major types of advertising media?

2. What do the vehicles of advertising depend on?

3. Explain the meaning of qualitative and geographical selectivity.

4. Why do advertisers want to use the knowledge of learning theory?

5. Why is it so difficult to get consumers to switch brands?

6. What is the importance of discrimination? Can you give any example?

7. When is entrenchment an advantage?

Exercise 4. Define the following words and phrases.

Learning experience, entrenched habits, switch brands, heavy level of promotion, without being aware of, get somebody to do something, discriminate between brands, more frequently, differentiate from the competition, in many instances, available.

Exercise 5. Fill in the appropriate words:

1) advertisement; 2) advertisements; 3) a mail-order advertisement; 4) beer commercials; 5) make good commercials; 6) publicity; 7) the advertisements; 8) they don't advertise; 9) to define and to publicise; 10) to publicise.

1. "In the past, we had a strategy, but our agencies didn't stick to it. But they did

a) _________ and they did win awards. This may surprise you, though. I don't care about awards; I want to sell products." (James H. Harralson)

2. I hope every company will make arrangements b)_______ accurately the facts.

3. "Kodak sells film, but c)_______ film. They advertise memories." (Theodore

Parker)

4. The d)________ must also contain an example of the details of payment.

5. Similarly, a British satellite station could broadcast e)_________ to France,

while French television could not.

6. "You can tell the ideals of a nation by its f)________." (George Norman)

7. Overall coverage and g)_________of the day was excellent.

8. The welfare worker’s is h)_____ the firm's good intentions toward the

community.

9. The most truthful part of a newspaper is i)________" (Thomas Jefferson)

10. In j)________ for the book he makes a unique offer.

Exercise 6. Fill the blanks with the necessary words.

Some commercial advertising_____include: billboards, printed flyers, radio, cinema and television_______, web banners, skywriting, bus stop_______, magazines, newspapers, town criers,_______of buses, taxicab doors and roof mounts, musical stage_______, elastic bands on disposable diapers, _______on apples in supermarkets, the opening section of ________audio and video, and the backs of event tickets. Any place an "______" sponsor pays to deliver their message through a medium is advertising. Covert advertising_________in other entertainment_______is known as______placement.

The TV commercial is_______considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual US Super Bowl football game is known as much for its commercial advertisements as for the game_______, and the average cost of a single______-second TV spot during this game has reached $2.3________ (as of 2004).

Advertising on the World Wide Web is a ______phenomenon. Prices of Web-based advertising space are_____on the "relevance" of the surrounding Web content. E-mail advertising is another_____phenomenon. Unsolicited E-mail advertising is_____as "spam".

Some_____have proposed to place_____or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the______of subliminal advertising (see mind control), and the pervasiveness of mass_____ (see propaganda).

Unpaid advertising (also called_____of mouth advertising), can______ ________exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), the unleashing of memes into the wild, or achieving the feat of equating a______with a common________ (" ______" = "vacuum cleaner") – these must_______the stuff of fantasy to the______of an advertising________.

Exercise 7. Match the words to their corresponding definitions:

1) institutional advertising; 2) marketing middlemen; 3) personal selling; 4) marketing research; 5) limited-function wholesaler; 6) industrial goods; 7) merchant wholesaler; 8) industrial advertising.

a) advertising from manufacturers to other manufacturers;

b) products used in the production of other products;

c) advertising by organizations designed to create an attractive image for an organization rather than for a product;

d) a merchant wholesaler that performs only selected distribution functions;

e) Individuals or organizations that help distribute goods and services from the producer to consumer;

f) a major function used to find needs and to determine the most effective and efficient ways to satisfy those needs;

g) independently owned wholesalers that take title to goods that they handle;

h) the face-to-face presentation and promotion of products and services plus the searching out of prospects and follow-up service.