Английский язык в рекламе. Уровни Preintermediate, Intermediate. Учебно-методическое пособие

МОСКОВСКИЙ ГУМАНИТАРНЫЙ УНИВЕРСИТЕТ Кафедра иностранных языков

АНГЛИЙСКИЙ ЯЗЫК В РЕКЛАМЕ

Уровни Pre-intermediate, Intermediate

Учебно-методическое пособие

Издательство Московского гуманитарного университета 2016

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Предисловие

Цель учебно-методического пособия — способствовать достижению необходимых умений и навыков в чтении, переводе текстов по специальности; помощь обучающимся в овладении профессиональными знаниями; развитие навыков самостоятельной работы с иноязычными текстами для дальнейшего их использования в профессиональной деятельности и самообразовании.

Предлагаемое пособие составлено с учетом программы по иностранным языкам для неязыковых направлений подготовки и ориентировано на систематизацию, закрепление и расширение знаний по специальности.

Пособие состоит из терминологического словаря и цикла текстов и упражнений.

В основу данного пособия легли материалы учебника David Reign “Language of advertising and merchandising”, дополненные и переработанные автором.

Текст является лексической базой каждого урока. Чтение, перевод, понимание, аннотирование, реферирование и обсуждение текстов являются основными формами работы с текстом. Навыки самостоятельной работы с литературой по профессиональным вопросам формируются и в процессе работы с предлагаемым вам пособием, в котором используются современные аутентичные материалы, рассчитанные на студентов с уровнями знаний Preintermediate и Intermediate. Тексты снабжены терминологическим словарем и тренировочными заданиями. После прохождения поурочного учебного материала следует выполнить задания, целью которых является самоконтроль и самокоррекция, а также овладение терминологией по специальности. Система упражнений нацелена на закрепление и систематизацию полученных лексических знаний и умений вести беседу в рамках специальности.

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THE MARKET

Special Terms

Marketing

All activities that move goods from producers to consumers: production, promotion, distribution, packaging, pricing.

Consumer

One member of the market; the user of a product.

Market

People who can and will make purchases to satisfy their needs.

Product

In marketing, a consumer good, an industrial good, a service, or an idea. One specific product in a category; a brand.

Marketing concept

The idea, basic to modern marketing, that goods are produced in response to consumers’ needs.

Advertising

Promotion; any means of promoting the sale and use of a product. In marketing, paid promotion through the major media.

Merchandising

Sales promotion; paid promotion through minor media.

Secondary data

Information used in a specific research project but gathered originally for a different purpose.

Primary data

Information gathered for the first time for a specific research project.

Qualitative research

Exploratory or subjective research. Its purpose is to obtain general feelings and impressions.

Quantitative research

Conclusive or objective research. Its purpose is to reach definite conclusions.

MIS

Marketing Information System. A computer-based system for analyzing data for use in making marketing decisions.

Market share

One producer’s percentage of the market for a product category; brand share.

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Distribution

Moving goods from one place to another before their sale to consumers, for example, from producer to wholesaler; from wholesaler to retailer.

BDI

Brand-development index. It compares sales of a brand to total sales in the product category.

CDI

Category-development index. It compares sales in the product category to sales in the geographical region.

Store-count distribution

The number of stores that carry a given brand.

ACV

All-commodity volume. It represents the total amount of sales in a product category.

Exercise 1. Vocabulary Practice

1.What is the difference between a market and a consumer?

2.Give two definitions of a product.

3.Give a general definition of advertising.

4.Give a specific definition of advertising, as used in marketing.

5.Name two forms of merchandising.

6.Name five aspects of marketing.

7.What is the marketing concept?

8.What is the difference between secondary data and primary

data?

9.What is the difference between qualitative research and quantitative research?

10.What does MIS stand for? Describe MIS and its use.

11.Define market share. Give a synonym for it.

12.Give an example of distribution.

13.What does BDI stand for? Which sales figures does it compare?

14.What does CDI stand for? Which sales figures does it compare?

15.Define store-count distribution.

16.What does АСV stand for? Define it.

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THE MARKET

Generally the market is people who have money and are ready to spend it. But consumers have a finite sum of money to spend and only those producers who compete effectively will sell the product to consumers. Marketing is all activities that moves goods from producers to consumers: production, promotion, distribution, packaging, pricing. Successful producers are guided by the marketing concept: response to consumers’ needs. Advertising is paid promotion of the product in the major media.

Planning an advertising campaign begins with an analysis of the market situation. The research of market situation is gathering and analyzing information of relevant data. There are two sources of data: secondary and primary. Secondary research can indicate sales trends in a product category. Primary data are gathered by experiment, observation and survey.

Now there is MIS — marketing information system, which is used by more and more companies to help in making marketing decisions. MIS can provide information daily about past performances, present conditions and future trends. It is valuable in planning an advertising campaign.

Market research (situation analysis) must be done in these areas: market potential or industry sales, company sales, market share, distribution and advertising costs.

Exercise 3. Continue the sentences:

1.Marketing is a matter of communication between ... and ... .

2.Situation analysis moves from ... to ... .

3.The purpose of market research is to ... .

4.Once the data are gathered, they are ... .

5.To analyze the market potential is to analyze ... .

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6.Analysis of industry sales and company sales together provides information about ... .

7.Successful producers are guided by … .

Exercise 4. Fill in the necessary prepositions:

1.Marketing begins ... a consumer needs.

2.Consumers have a finite amount ... money to spend.

3.Marketing is a matter of communication ... consumers and producers.

4.Everyone involved ... those activities is a marketing communicator.

5.Situation analysis moves ... the general ... the specific.

6.Secondary data is the information that has already been gathered ... other purpose.

7.Primary data are collected ... the first time ... a specific market research study.

8.To analyze market potential is to analyze the demand ... a specific type ... product ... a certain time, ... certain marketing conditions.

Exercise 5. Answer the questions

1.What is the market?

2.What is marketing?

3.What concept are successful producers guided by?

4.What is advertising? (paid promotion in the major media)

5.What does advertising campaign begin with? (analysis of the market situation)

6.What happens during the research of market situation?

7.What are the two sources of data? Explain both of them.

8.What does acronym “MIS” mean?

9.How does it help in making marketing decisions?

10.In what areas must the market research be done?

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THE CONSUMER

Special Terms

Motive

A desire that moves a consumer to act upon a need. The motive for a purchasing decision may be conscious or unconscious, rational or emotional.

Rational

Based on intellect and reason.

Emotional

Based on feeling.

Perception

How a person perceives sense stimuli. Perception is subjective and selective.

Attitude

A person’s opinion or feeling about someone or something.

Meaning

A learning theory principle, used to relate advertising content to consumers in a personal way.

Contiguity

Another learning theory principle. In advertising, it is used to associate the product with an agreeable situation.

Reward

Another principle of learning theory. It is used in advertising that promises favorable results from product use.

Repetition

A fourth principle of learning theory. In advertising, it is the reiteration of a brand name or an advertisement. Relatively large proportion of certain products.

Reference group

A group to which someone may or may not belong, but to which one refers for guidance. It helps to form one’s values, opinions, and behavior.

Social class

A stratum of society. One’s membership in a social class is based on such factors as family background, occupation, and education.

Culture

The pattern of behavior, values, and attitudes transmitted from one generation to another.

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Exercise 1.Vocabulary Practice

1.What is the difference between a motive and a need? Give four words that describe consumers’ purchasing motives.

2.Which is based on intellect, a rational motive or an emotional

3.What kind of stimuli are subject to perception? Give two words that describe perception.

4.Define attitude.

5.Explain how meaning is used in advertising.

6.How is contiguity used in advertising?

7.In what type of advertising is reward used?

8.What is repetition?

9.What is a reference group? What do reference groups help to form?

10.Give at least two bases for determining social class.

11.Define culture.

THE CONSUMER

Modern marketing begins with the consumer. In a competitive marketing economy, each manufacturer wants to inform consumers about its product and motivate them to buy it. Purchasing motives may be conscious and unconscious, rational and emotional.

A. H. Maslow created the theory of human needs that form a pyramid. At the bottom of the pyramid are physical needs, above them are social needs, then the needs for safety, and at the top — the need for self-actualization. The urge to meet needs provide motivation and when one set of needs is satisfied another must urge. So man’s needs can never be fully satisfied. Knowing the level of need of a target population helps the advertising in planning a motivational appeal.

According to psychological theory, consumer behavior is influenced by internal and external variables. Internal variables include perception, attitude and learning. Most advertising combine all three approaches in their appeals.

A knowledge of learning theory with its four principles also help successful advertising and merchandising: meaning, contiguity, reward and repetition.

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