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

Trade name

The name under which a company operates.

Trade mark

Any word or symbol that identifies the maker of a product. It is protected by law.

Brand-extension strategy

A technique by which the names of new products include the names of established ones.

Exercise 1. Vocabulary Practice

1.What is supply?

2.What is demand?

3.What is a surplus?

4.Define monopoly.

5.Define competition.

6.How does monopolistic competition receive its name?

7.What is the purpose of symbolic pricing?

8.Give two definitions of package.

9.Name three elements of package design.

10.Name two categories of product attributes.

11.What is a brand?-What is its function?

12.Define brand name. Distinguish between brand name and brand

mark.

13.What is a trade name?

14.What is a trademark and how is it protected?

15.What is a brand-extension strategy?

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PRICE, PACKAGPNG AND BRAND

Price is the amount of money given or asked for when products (goods and services) are bought or sold. The importance of price is its relation to supply and demand. Supply increases to meet the demand. Surplus is an oversupply of products that occurs when supply is greater than demand.

An economic situation in which one supplier controls the total supply of a necessary product is called monopoly. In monopolistic competition every competing producer has a monopoly because no two products are identical. Today’s marketing communicators try to persuade consumers that their own brands are unique.

The price becomes a symbol, rather than just a reflection of supply and demand or of production costs. In reality studies show that there is little if any correlation between quality and price, yet consumers believe that there is. Because price says something to consumer, it is often a significant aspect of an advertising campaign.

The package must be protective, must inform the customer about content and give necessary instructions or warnings about their use, and must be convenient for the customer. The package is also a merchandising and advertising tool.

A brand is a name, sign, symbol, design, term, or combination of them. It identifies one company’s products and distinguishes them from a competitor’s. A brand name is the part of the brand that can be spoken. A brand mark is the part of the brand that can be recognized but not spoken. A trade name is the name under which a company operates: Procter and Gamble, Xerox etc. A trademark is protected by the low, it gives the seller sole right to use a brand name or a brand mark. The brand names indicate the product differentiation; the company name ties them together.

There is brand-extension, which extends existing name to cover new products. Brand extension works best if the company has established an excellent reputation.

In general, a brand name should:

1.Be original and distinctive. It should not imitate an existing

name.

2.Be easy to understand, spell, recognize, pronounce, and write.

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3.Support product features and benefits.

4.Be adaptable to advertisements of different sizes, to packaging, and to other products in the line.

5.Avoid unpleasant or offensive connotations.

Choosing an appropriate brand name is not easy, but the results for the right name are worth the efforts. The name carries a message everywhere it goes.

PRICE:

Exercise 2. Match the antonyms from the text:

Exercise 3.True or false:

1.Price increases, and demand decreases, as more people can buy the product.

2.However, the classic view is no longer real.

3.Manufactures, have to generate demand in order to sell their goods.

4. “Monopolistic competition” is a mixture of “monopoly”

&“competition”.

5.The function of symbolic pricing is to hide the real cost of the product from the consumer.

PACKAGE & BRAND:

Exercise 4. Title all kinds of package you know.

Exercise 5. Fill in the gaps:

1.There is brand-..., which extends existing name to cover new products.

2.A brand is a ..., ..., ..., ..., ... or combination of those.

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3.A ... ... is the part of the brand that can be spoken.

4.A ... ... is the part of the brand that can be recognized but not spoken.

5.A ... ... is the name under which a company operates.

Exercise 6. Answer the questions

1.What is the price? Why is it important?

2.What is supply?

3.What do we call monopoly?

4.What happens during monopolistic competition?

5.Why do we say that price becomes a symbol?

6.What are the packaging requirements?

7.What is a brand?

8.What is a brand name?

9.What is a brand mark?

10.What is a trade name?

11.What is a trade mark?

12.What does the brand name indicate?

13.What is brand extension?

14.What are the brand name requirements?

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PRINCIPLES OF COMMERCIAL ON TV

It’s more difficult each year to get viewers to watch your commercial. Most advertising messages are ignored. You must grab viewers with a strategy wrapped in strong creative idea. The way to get viewers to watch your commercial is to involve them, so they want to watch. There are several ways to do it:

1.Provide information they want.

2.Present a problem to which you have the solution.

3.Present a situation with which they identify themselves.

4.Provide appropriate entertainment.

Great advertising provide some reward for watching. It is relevant to people’s needs, their interests, values, and life-style.

A commercial is presented in the form of a “story-board” that pictures the main action of the commercial and describes what viewer will see and hear.

There are 10 principles of commercial:

1.The picture in story-board should tell the story. The test is: if you cover the word in story-board, is there a message to the audience at all?

2.Look for a visual symbol. Here is another test: can you pick out one frame that visually sums the whole message and express the idea memorably?

3.Grab the viewer’s attention: the first 5 seconds of a commercial are crucial. They will either hold the audience or lose it.

4.Be brief and single-minded. The storyboards look dull on paper, but TV is a media that grows on simplicity. The basic commercial length in the US remains 30 seconds despite the growing popularity of 15 seconds. Longer commercial 45 sec or 60 sec tell the same story, but with more time for mood and emotion. Test: when your campaign includes several message lengths, look at the shortest one first. The message cannot be shown effectively that time, you are not being single-minded.

5.Make the name of your product easy to remember. Brand names that start with “soft” consonants Ms and Ns are easier to forget than those with “hard” ones like Ts or Ks. (Kodak)

6.People are interested in people. You should show people speaking on camera.

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7.Show a payoff (reward). Show that your product does what you say it will do.

8.Reflect your brand personality. (For example: Lego)

9.Less is more. Don’t try to join everything into your commercial or you’ll bury most important message.

10.Build campaign. Great advertising ideas can always be built into campaign. When you look at new advertising for your product service, look for a sustainable idea. Successful advertising says the same thing over and over, with variations on a theme.

Exercise 1. Read and translate the text using the Vocabulary. viewer — зритель

to grab — захватить to involve — вовлечь

to provide — предоставить, обеспечить, снабдить to present — представить

solution — решение

to identify — отождествлять

appropriate — подходящий, соответственный relevant — важный, существенный

values — ценности story–board — раскадровка audience — аудитория

to sum — суммировать to express — выражать

memorably — незабываемо crucial — ключевой, решающий either..., or... — или...или

to be brief — быть кратким

single-minded — простой, бесхитростный simplicity — простота

dull — скучный

length — продолжительность despite — несмотря

over and over — снова и снова

to be single-minded — простой, бесхитростный

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“soft” consonants — «мягкие» согласные to reflect — отражать

Less is more. — здесь: Чем меньше, тем лучше to join — соединить

to bury — похоронить sustainable — устойчивый successful — успешны

Exercise 2. Answer the questions

1.Why is it difficult to get viewers to watch commercials?

2.What are the ways to get viewers to watch your commercial? (4 cпособа)

3.In what form commercial is presented?

4.What are 10 principles of commercial? (Описать и объяснить вкратце некоторые из них, привести 1−2 примера)

Exercise 3. Read and translate the information about a new drink called Tropico.

PRODUCT PROFILE

What’s the product name?

Tropico

What is it?

Tropico is a new type of drink — and it’s different. It’s a fizzy drink but we only use real fresh fruit. There are no artificial additives.

What else is special about it?

■■There are seven Tropico flavours: mango, papaya, banana, grape, pineapple, orange and strawberry.

■■It has a lovely, sweet, fruity taste but it contains only natural fruit sugar. It’s very low in calories so it’s non-fattening.

■■The packaging is attractive and recyclable so it’s environtmentally friendly.

Target markets

■■ Mothers of young children — it’s the ideal healthy drink for children.

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■■People who are interested in their health and the environment.

■■People who do a lot of entertaining — it’s a great drink for barbecues or cocktail parties because it’s delicious in cocktails.

■■People who don’t drink alcohol — it’s delicious on its own and it has a sophisticated look.

■■Older people who need a healthy diet.

■■Young people who go clubbing or do a lot of sport.

Exercise 4. You work for Vision Design, an advertising agency. You are going to write a short TV advert to sell Tropico. Look at the information again and decide:

1)which group of people you are going to design your advert for.

2)where you are going to advertise — during what kind of programmes.

Example: Our advert is going to be for teenage boys and we are going to advertise during sports programmes.

Exercise 5. Answer the following questions:

1.Who are the people in your advert? What is their relationship?

2.How old are they?

3.What type of people are they?

4.What are they wearing?

5.Where are they?

6.What are they doing?

7.What kind of music do you want?

8.Do you want to use any famous people? Who?

Exercise 6. Design your advert. Use some of the words and phrase : delicious

tasty smooth colourful special

low in calories non-fattening

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sophisticated

it gives you energy good for you refreshing

by fair price exotic

fun elegant

REMEMBER, THAT THE LENGTH OF YOUR ADVERT SHOULD BE ONLY FROM 30 TO 60 SECONDS!

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OBJECTIVES AND STRATEGIES

Special Terms

Objective

Aim or goal; what one wishes to accomplish.

Strategy

Plan; the means of reaching a goal.

Copy

The words written for a print advertisement or broadcast commercial.

Unit sales

Product sales, expressed in whole numbers.

Fiscal year

The financial year of a company. It is usually different from the calendar year. Example: September 1 to August 31.

Target market

The consumers toward whom advertising is directed; the segment of the population most likely to use the product.

DAG MAR

Defining Advertising Goals for Measured Advertising Results. Russell Colley’s theoretical framework for setting advertising objectives.

Target audience

The people toward whom the advertising message is directed; those expected to see or hear it.

Survey

Means of questioning consumers about their attitudes and opinions, usually in person.

Questionnaire

A survey in writing.

Hierarchy of effects

Steps in a consumer’s mental process before purchase based on the effects of advertising.

AIDA

A hierarchy of effects of good advertising: Attention, Interest, Desire, Action.

USP

Unique Selling Proposition. A product feature (benefit) around which an advertising campaign is constructed.

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