V. Read and translate the following texts a dictionary. Advertising through mass media

Advertising refers to the use of various media to inform the pub­lic of a business, product or service offered. Advertising serves sev­eral purposes, but it is mainly designed to increase sales. Because of the power and expense of advertising, care should be used in the planning of its activities.

The media available for advertising are diverse and vary in effectiveness and cost: shopping publications, bulletins, skywrit­ing, kites and balloons, samples and demonstrations, catalogs, etc. Advertising through mass media is the most popular nowadays.

Several ranges of advertising exist, such as national retail, mail order, trade and industrial, and professional. Advertising should be planned according to the habits and tastes of the customer.

National advertising is that type of advertising which covers large areas. It is usually used by manufacturers and chain stores making use of mass media such as television and large circulation magazines.

Retail advertising is the most familiar type for the small busi­ness because this type may best serve its needs. The most frequently used medium for retail advertising is the local newspaper. It is relatively inexpensive for the market it reaches and can be control­led easily by the owner. Many consumers read the newspapers to plan their shopping.

They also may use leaflets, handbills, direct mail, or supple­mentary media. Many retailers also find radio an effective adver­tising medium.

For large stores and manufactures, television can supplement newspapers as a retail advertising medium.

Several points should be considered in planning advertising. A business owner should know how much advertising costs. Items of advertising must be chosen carefully. The product should be shown in sufficient detail to arouse interest and attract the customer. Ads should be timely: seasons, weather, holidays, parades, conventions and paydays should all be highlighted.

Good advertising policies result in increased patronage and greater sales.

Advertising chewing gum

One of the things which most visitors to the United States notice at once is the custom of chewing gum. Almost everyone in the Unit­ed States today chews gum, and more than 140 000 000 dollars worth of chewing gum is sold every year. This means that, on the average, each person in the United States spends a dollar a year for chewing gum, and chews during the year more than a hundred piec­es of «stick».

Chewing gum became popular in the United States mainly be­cause of the work of one man, William Wrigley, who for many years was head of the Wrigley Company. When William Wrigley entered the business in about 1890 people everywhere began to learn about chewing gum and to use it widely.

Wrigley liked to do things in a large way. In his first year he borrowed money and spent more than a million dollars on adver­tising. In every street-bar in the United States for years and years, there was a large advertisement telling all about Wrigley's chew­ing gum. People complained that they couldn't go anywhere with­out seeing Wrigley's name. Several times Wrigley sent, free of charge, pieces of gum to every person in the telephone book of every city and town in the United States. Finally, he began to ad­vertise that it was good for the health to chew gum, that it calmed the nerves, that it helped to keep the teeth clean.

He used to send gum to every child in the United States on its second birthday. He employed pretty young girls who in loud, striped, orange-colored dresses used to go from city to city in groups of four or five, stand on street corners, and gave free samples of chewing gum to every person who passed by. Each girl gave free in this way about 5 000 sticks of Wrigley's gum each day. As a result of this continuous advertising, people in the United States natural­ly began to use more and more chewing gum.