- •Мир рекламы – I
- •Содержание
- •Предисловие
- •Глава I. What Is What?
- •Глава II. Advertising Techniques
- •Глава III. Advertising In Our Life
- •Реклама как карьера в сша
- •Глава IV. Advertising Influence
- •Литература
- •Приложение
- •Рекламные термины. Advertising Terms
- •3. Виды рекламы
- •4. Переписка по вопросам рекламы
- •5. Из словаря по рекламе
- •Экзаменационные темы
- •7. Контрольный тест
- •IV курс «Реклама»
- •Вариант 1
- •Найдите соответствующие переводы терминов:
- •Определите соответствующие виды рекламы:
- •8. Ответы к упражнениям
8. Ответы к упражнениям
1.2. Words Frequently Confused
Task 2. Fill in the blanks using the text:
Term |
Definition |
1) advertisement (advert/ ad) |
is an announcement informing people about an event, a service or a product on TV, radio, internet or in a newspaper that aims at persuading us to buy it |
2) advertiser |
is a person who advertises |
3) advertising |
is the business of making advertisements |
4) classified ads (small ads) |
are small advertisements in a newspaper or a magazine |
5) personal ads |
is a section in a newspaper or a magazine where people advertise that they want to meet someone to have a relationship |
6) commercials |
are advertisements on TV or on the radio |
7) commercial break |
is a short interruption in a television or a radio program when advertisements are broadcast |
8) billboard |
a large outdoor sign used for advertising |
9) poster |
is a piece of paper, a big one, often with a picture on it, that illustrates an advertisement |
10) flyers |
is an advertisement of a product, service or event usually given to people in the street |
11) slogan |
is a short sentence to catch our attention |
12) campaign |
is a planned series of posters, advertisements and events used for advertising something, aims at getting us interested in a product or a company and making us buy something |
Task 4. These are terms, taken from the Dictionary of Advertising and Public Relations. Compare them with the terms, given in the text and learn.
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1) advertisement (advert/ ad) |
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3) advertising |
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2) advertiser |
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7) commercial break |
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4) classified ads (small ads) |
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5) personal ads |
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6) commercials |
заглавные и конечные титры в телевизионной программе длительностью не более 8 с. |
8) billboard |
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9) poster |
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10) flyers |
( запоминающаяся фраза)
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11) slogan |
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12) campaign |
1.3. What Is Advertising?
Task 1. Match the words with their definitions.
1) snack E. light meal
2) manufacturer C. person of company that makes goods from raw materials
3) advertisement A. a public notice selling goods or services
4) revenues B. income, especially total annual income
5) advertising D. process of making goods and services known to people
Task 2. Try not to look at the text and say what these numbers refer to:
1)100; 3)300; 5)80; 7)75.
2)45; 4)15; 6)85;
1)100 In the USA 100 largest advertisers spend on average 75 per cent of their advertising budgets on television.
2)45 Of course, advertising revenues are important, there are international norms which recommend ad breaks every 45 minutes.
3)300 In Russia TV advertising generates $300 million a year.
4)15 People don't like it when programmes are interrupted every fifteen minutes.
5)80; 6)85 Food companies spend about 80 per cent on television, and candy, snack, and soft drink companies spend about 85 per cent.
7)75 In the USA 100 largest advertisers spend on average 75 per cent of their advertising budgets on television.
Task 4. Match the definitions on the left with the words on the right.
1) Making a product or service known to the public (through the press, television, cinema, etc.) in order to sell it.
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B. advertising |
2) Attracting the public’s attention but not necessary to sell anything specific.
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D. publicity |
3) All the activities intended to stimulate demand for products and services, e. g. advertising, sales promotion, branding, consumer tests, market surveys and so on.
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C. marketing |
4) Part of marketing and promotion, but without direct involvement in selling. Its function is to build up a good image and reputation, to show that the firm is socially aware and has the public interest at heart.
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A. public relations |
Task 5. Word families. Fill in the missing words.
verb |
person |
thing
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to advertise |
advertiser |
(1)advertisement |
to create |
(2) creator |
(3)creation |
(4)to compete |
(5) competitor |
competition |
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|
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1.4. What Is Marketing?
Task 1. Fill in the gaps with the words from the box.
1) Today competition is stiff, and companies which can best satisfy needs of the customers will survive and make the largest profits.
2) The factors that help a firm to sell its products are known as the marketing mix
3) Marketing means promoting goods and services to customers.
4) The product should be distributed to the most convenient place for customers to buy it.
The company is looking for a trade representative possessing high communicative skills and being able to persuade people.
"Zolotaya bochka" is positioned on the market as beer of high quality.
1.6. What Is The Brand?
Task 2. Fill in the gaps with the words from the box.
British Petroleum decided to update its image. A creative team came up with a new design of the company's logo It cost the company one million pounds.
Cars of Japanese mark are popular in the world.
Trademark is the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from others. It is usually registered and protected by law.
3.4. Advertising as a Career in the USA
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promotion |
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distribution |
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offer |
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background |
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advertising manager |
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have aptitudes for |
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advertising space |
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broadcasting time. |
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to be skilled in salesmanship.
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to place advertisements in the media |
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consumer psychology. |
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competence in |
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media planning and evaluation |
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to expose the advertising message |
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purchase |
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copywriting |
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require |
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copywriter |
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layout |
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photoengraving |
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to type |
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dramatics |
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play writing |
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allied fields |
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account executives |
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managerian skills |
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supplies |
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positions |
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producers of display materials |
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product and package designers |
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to grow rapidly |
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moves up in responsibilities and pay |
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one’s own efforts |
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length of employment |
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retailing |
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the rate of pay |
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business executives |
3.5. Potato Peelers
Task 1.
1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
9 |
10 |
g |
e |
j |
c |
a |
h |
d |
i |
f |
b |
Task 2.
The sales-man Bob Martin was a (n) ambitious (1) man. Working at CAT-MORE CATLERY’S meant to raise sales (2) in order to succeed. Being a sales manager (3) Bob had done well. In this business new (4) ideas were needed, because other competitors (5) had also been successful. A (n) opinion-poll firm (6) had found out potato peelers _ are thrown away (7) with the peelings. Potato peelers shouldn’t catch the customer’s (8) eyes, but following an important aspect of the marketing (9) they should be displayed attractively. The solution (10) was to put them on red cards.