Приложение к контрольной работе № 3 Направление «Реклама»

ADVERTISING

Advertising can be defined as commercial messages to the public designed to inform potential and established customer and to encourage sales for the advertiser. Advertising can be either institutional (designed to sell the firm’s name) or direct-action (designed to sell the firm’s product or service).

Types of advertising media. Among the media generally used in advertising are television, radio, newspapers, magazines, outdoor billboards, speciality advertising (distribution of such items as notebooks, pencils, calendars, blotters, gummed labels, telephone pads, shopping bags), public transportation, yellow pages, direct mail, other media (catalogues, samples, handouts, leaflets, etc).

Advertisements are all around us, not just on TV, the radio and the press, but also at sports grounds, on posters, carrier bags, badges, T-shirts, buses. Of course, there are plenty of businesses in all sectors of the economy, which advertise either very little or indeed, not at all.

The ancient Romans were among the first to realize the enormous potential of advertising. Their favourite way to advertise products was drawing pictures or displaying tools over the entrance of their workshops. In medieval times a more individual form of identification was used – symbols were chosen to indicate surnames. But it was the invention of the printing press that caused a revolution in the advertising world. In those early times, advertising was a simple process, but today things are different.

When a company wants to advertise something, it contacts an advertising agency. The people who work in it are highly skilled and every department of an advertising agency is responsible for a certain activity. For example, the creative department has to think up new ways of presenting the product to the public. The media department buys space in newspapers and magazines or on TV or radio. The marketing department is responsible for analyzing sales figures. The production department has the job of getting the ads printed and published on time. There is also a research department, which watches the consumer, noting public reaction to ads because an advertisement is a success if it gets results and that depends on the public.

Whether we like it or not, advertising is a powerful force. It can make people buy things they don’t really need or that are bad for them. That’s why all countries have rules about what is acceptable advertising. for example, in Britain, cigarette advertising I banned on television for health reasons.

Answer the following questions.

1. How can advertising be defined?

2. What types of media are used in advertising?

3. How did ancient Romans advertise products?

4. What are various departments in an advertising agency responsible for?

5. What do all countries have rules dealing with advertising?

Приложение к контрольной работе № 3 Направление «Гостиничное дело»

NEW YORK - FORGET THE BELLHOP. MEET THE LUGGAGE ROBOT

It's the first of several high-tech, sleek amenities guests encounter at the Yotel, a new hotel that aims to provide a trendy stay at an affordable price. Purple lighting, throbbing music in the elevators and futon-like sofas that transform to lie-flat beds at the touch of a button help set the mood. Or maybe they just distract you from the tiny size of the rooms. At 170 square feet, perhaps "room" is too generous of a term. Yotel prefers to call them cabins.

Aircraft designers were hired to make the rooms feel larger than they are. The tiny desk doubles as a nightstand. An overhead shower fixture delivers water like rain, perhaps to make the stall(no tub) seem more spacious. Of course there's no room for a fridge or minibar. But guests aren't expected to hang out in their rooms. Yotel's massive fourth-floor lobby includes four bars, a 7,000-square-foot outdoor terrace and a restaurant.

The New York hotel is the first non-airport location and the first Yotel outside of Europe. At 669 rooms, it is also the largest hotel to open in New York since 2002, according to the city's tourism authority.

Everything here is self-serve. The 20-foot-tall robotic arm at the entrance automatically stores bags in lockers for guests who want to wonder around the city after the 11 a. m. check-out time (and no, you don't have to tip the robot). At checkin, airport-like kiosks spit out room key cards and an invoice.

But the real heart of the hotel is the action-packed terrace, already fast on its way to become one of this summer's hottest outdoor bars. The varied tapas-style menu of small plates is tasty but the tab can quickly add up. The Yotel throws in free Wi-Fi, domestic phone calls, morning yoga and muffins and coffee for breakfast. For the really budget-conscious, each floor has a communal kitchen area with a sink and microwave.

Answer the following questions.

1. What is the main aim of a new hotel?

2. How is water delivered at a shower?

3. How many rooms are there at the hotel?

4. What is the height of the robotic arm?