Advertising and its media

There are some principal media for advertising. Newspapers can offer advertisers large circulations (circulation - the average number of copies of a newspaper or magazine that are usually sold each day, week, month etc) and the opportunity to alter their advertisements frequently and regularly. Magazines may be of general interest or they may be aimed at specific audiences (such as people interested in computers or literature) and offer the manufacturers of products of particular interest to such people the chance to make contact with their most likely customers. The most pervasive (existing or spreading everywhere) media are television and radio. Advertisers can buy short “spots” of time to promote their products or services. Advertising spots are broadcast between or during regular programs. For advertisers the most important facts about a given television or radio program are the size and composition of its audience. The size of the audience determines the amount of money the broadcaster can charge an advertiser, and the composition of the audience determines the advertiser's choice as to when a certain message, directed at a certain segment of the public, should be run. The other advertising media include direct mail, outdoor billboards, posters, and etc. Advertising is on some occasions too intrusive (affecting someone’s private life or interrupting them in an unwanted and annoying way).

VII. Answer the questions.

1) What newspapers can offer advertisers? 2) What magazines may be aimed at? 3) What magazines may offer the manufacturers? 4) What the most pervasive media are? 5) What and why advertisers can buy? 6) When advertising spots are broadcast? 7) What facts the most important for advertisers are? 8) What the size of the audience does determine? 9) What the composition of the audience determine does? 10) What the do other advertising media include? 11) Do you advertising too intrusive find?

VIII. Agree or disagree with the following statements.

1) Newspapers can offer advertisers small circulations. 2) Newspapers can offer advertisers the opportunity to buy printing machines. 3) Magazines may help the manufacturers of products to foist their substandard goods upon their customers. 4) The most pervasive media are old wives' tales. 5) Advertisers can buy television and radio to promote their products or services. 6) The term “direct mail” means advertisements that are sent by post to many people. 7) Billboard is a large sign used for advertising. 8) Poster is a large printed notice, picture, or photograph, used to advertise something or as a decoration. 9) Audience is a group of people who watch and listen to someone speaking or performing in public. 10) Audience is the number or kind of people who regularly watch or listen to a particular programme. 11) Target audience is the kind of people that a programme, advertisement etc is supposed to attract.

IX. Translate the following questions from Russian into English and answer them.

1) Почему размещать рекламу в газетах выгодно? 2) Журналы предлагают производителям установить контакты с потенциальными покупателями их товаров? 3) Телевидение и радио проникают повсюду? 4) Рекламу можно назвать “навязчивой”? 5) Реклама полезна всем?

X. Complete the following statements.

1) Newspapers can offer … 2) Magazines may be … 3) Magazines may offer … 4) The most pervasive media are … 5) Advertisers can buy … 6) Advertising spots are broadcast … 7) For advertisers … are … 8) The size of the audience determines … 9) The composition of the audience determines … 10) The other advertising media include … 11) Advertising on some occasions affects … 12) … is the kind of people that an advertisement is expected to attract. 13) … is the number or kind of people who at regular times watch or listen to a peculiar programme. 14) … is a large photograph used to advertise something. 15) … is a large signboard used for advertising.

Принципы рекламной деятельности.

І. Read and translate the text.