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

attached to the product, for example, free blade packaged with razor. Price-offs are advantages for both consumer and manufacturer. For the consumer savings are direct and immediate, for the manufacturer, the package becomes an event more effective promotional tool than usual. A final form of consumer promotion is the coupon, which can reduce consumer food bill by 80%. Some 60 billion coupons are distributed in the USA annually.

The second form of merchandising is promotion through minor media. Anyone who only looks around, will see that it is indeed everywhere. Any audiable or visible means of persuasion is considered a medium.

More prominent and effective minor media are:

1)POP or in-store (interior display, on-shelf display)

2)outside-of-store (window display, handbills, wrappings and shopping bags)

3)outdoor (billboards, sound trucks)

4)public-gathering (theater programs and ticket envelopes, trade shows)

5)transportation (exterior displays on buses

6)directory (telephone book yellow pages)

7)direct (direct mail, hand delivery to the door, telephone)

8)film (for the trade , commercial)

9)specialty ( calendars, pens, matches)

10)newspaper supplements and inserts

Exercise 2. Compare the advertising and merchandising:

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Exercise 3. True or false:

1.Advertising supplements merchandising.

2.Merchandising and sales promotion are synonyms.

3.A commission is one form of sales promotion to the sales force.

4.Trade promotion is promotion to retailers.

5.Couponing is a big industry in Russia.

6.Billboards are located outdoors.

7.In order to receive a refund, a consumer has to buy the product.

8.Contents depend on luck; sweepstakes on skill.

Exercise 4. Answer the questions

1.How are merchandising and advertising connected?

2.What two forms does the merchandising take?

3.In what respects do advertising and sales promotion differ?

4.What does sales promotion offer?

5.What is merchandising directed at?

6.What is usual reward for the sales force

7.What are the goals of trade promotion?

8.What major goals do consumer promotion have?

9.What are the most common forms of consumer promotion?

10.What rewards do each of them offer? (Будут вопросы на эту

тему)

11.What do we call minor media?

12.List several more effective minor media. (Перечислить)

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CAREERS IN ADVERTISING

Special Terms

Full-service advertising agency

An agency that handles a wide range of advertising and merchandising services, often all but personal selling.

Account service

The link or liaison between agency and client.

Client

The company, organization, or individual that buys the services of an advertising agency.

Communications research

Evaluation of advertising effectiveness before and after a campaign.

Creative department

The advertising agency department that oversees all work on copy and illustrations.

Copywriter

A person who writes the words for print advertising and broadcast commercials.

Layout

The form showing planned placement of elements in a finished advertisement.

Portfolio

A representative sampling of a writer’s or artist’s best work; usually must be presented at a job interview.

Storyboard

Layout for television. It sketches the sequence of events in a commercial.

Mechanicals

Boards, prepared by artists, on which appear copy, illustration and detailed directions for producing ads.

Typecaster

A specialist in sizes and styles of typography.

Production department

The agency department responsible for the mechanical execution of creative work.

Proofs

Printed from engravings, or metal plates, they are shown to copywriters or proofreaders for checking art and copy before final printing.

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Props

Properties. Objects used in a television commercial.

Setting

Where a television commercial takes place.

Traffic department

The agency department responsible for coordinating work among other departments.

Closing date

The deadline for submitting finished advertising to the media.

Exercise 1. Vocabulary Practice

1.What is a full-service advertising agency?

2.Between whom is the account service a link?

3.What is a client?

4.What is the purpose of communications research?

5.Which work does the creative department supervise?

6.What does a copywriter do?

7.What does a layout show?

8.What is a layout for television called? What does it show?

9.What is a portfolio? When is it needed?

10.What are mechanicals? Who prepares them?

11.What does a typecaster specialize in?

12.Which work does the production department supervise?

13.What are proofs?

14.Of what word is prop the short form? What is a prop?

15.Define setting.

16.For what is the traffic department responsible?

17.What is a closing date?

CAREERS IN ADVERTISING

Today’s advertising agencies arrange for their clients all the aspects of promotion except personal selling. The typical full-service agency has these departments: account service, research, creative, production, media, and traffic.

Account service, or account management, is a link between the client and the agency. Account managers carry information and instructions from the client to the various departments. They work with

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agency personnel to develop plans and suggestions, then take them to the client for approval. Account manager must be a diplomat and a good leader — well organized and decisive. Becoming an account manager start from account service trainee.

The job of the research department is to gather information and provide them to other departments. Research study and analyze the market situation and the position of competitors. Researchers should be well-organized, analytical, observant and curious. A background in mathematics and statistic, sociology or psychology is helpful. Entrylevel jobs are research trainee or assistant.

The creative department generally comprises the art staff and copy staff. This department is responsible for all print advertising and broadcastcommercials,andoftenforpackagedesignandmerchandising materials as well. For a potential copywriter, a background in advertising, literature, psychology, sociology, philosophy and language is helpful. Talent, imagination, and ability to communicate clearly are desirable characteristics of an artist.

Production department is responsible for the mechanical execution of the creative work. The production staff supervises the manufacture of the advertising, both words and pictures, for all print media.

The job of the media department is to choose the media for the client. This means having an available information about the media, analyzing it, planning the media mix, making recommendations to the agency and the client, and contracting with the media. Media people should be thorough, dependable, organized, and able to negotiate. Previous work in media research or sales is excellent background, as well as a degree in marketing, economics, statistics or business administration.

Traffic department is responsible for the coordination of all activities. Traffic people move from one department to another, making sure that everyone is working well and on schedule.

For any job in advertising, the best broad experience is gained through working in retail stores in any capacity. Retailing gives the ambitious, observant and interested person opportunities to see hoe consumer behave and how product work.

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Exercise 2. Match the definitions and the terms:

Exercise 3. Match the departments and the jobs:

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Exercise 4. Answer the questions

1.What do today’s advertising agencies arrange for their clients?

2.What departments do the typical full-service agency have?

3.What do account service do? What do account managers do? What qualities and skills should the account manager have?

4.What is the job of research department? What is helpful for researchers?

5.What is creative department responsible for? What qualities and skills should these people have?

6.What is product department responsible for?

to work in?

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АНГЛИЙСКИЙ ЯЗЫК В РЕКЛАМЕ

Уровни Pre-intermediate, Intermediate

Москва

2016