English for students of PR and advertising. Учебное пособие для студентов высших учебных заведений

10.ВедущиеPR -специалисты,услугикоторыхоченьвостребованы, обычнозарабатываютшестизначнзарплаты. е

11.Вскоромбудущемпиарщикибудутвладетьсоздаконтентаием социальныхсетяхцифровыммаркетингом.

Exercise 3. Speaking: discussion.

1.Discuss with your partner the reasons that made you choose the PR profession.

2.Discuss with your partner the importance of communication skills for every PR Specialist.

3.Discuss with your partner the importance of writing skills for every PR Specialist.

4.Discuss with your partner the importance of digital marketing skills for every PR Specialist.

Exercise 4. Speaking: the individual oral report.

Choose and describe one of the PR jobs: a SMM manager, a Brand manager, a PR-manager, a Speech writer, a BTL manager, a Blogger, an Advertising manager, a Promoter, Image maker, News maker and others.

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Chapter 2. Advertising

Unit 11. What is advertising?

Exercise 1. Read and translate Part 1 of the text. Define the term: Advertising… from the text. Look up the definition of Advertising in the dictionaries such as Oxford Dictionary, Longman Dictionary, Cambridge Dictionary and Macmillan Dictionary. Explain in details how you understand its content.

What is advertising?

Advertising is a marketing communication that uses a sponsored, nonpersonal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services.

Advertising is differentiated from Public Relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual.

Functions of Advertising are communicating a Brand’s Identity; supplying Information to Consumers; persuading customers to go for your Products; generating demand; maintaining Customer Base; pricing Comparisons; previewing New Trends.

It is widely supposed that advertising performs if to follow a formula AIDCA by Elias St. Elmo Lewis, an American advertising advocate. The formula sums up the result of the principles of advertising. The name of a formula comes from initial letters of words: Attention, Interest, Desire, Conviction and Action. The formula assumes that the Attention and Interests of the customers have to be got before the process of stimulation of Desire, giving of Conviction and motivation to Action in ads can lead to change of Behavior of customers.

Types of Advertising can be divided into two broad categories – consumer advertising and trade advertising. Consumer advertising is directed at the public. Trade advertising is directed at wholesalers or distributors who resell to the public. Let’s focus on consumer advertising, the form of advertising that is familiar to most people. Consumer advertising can be further divided into national advertising and local advertising. National advertising is aimed at consumers throughout the entire country and usually attempts to create awareness of a product or service among the public. Local advertising is aimed

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at informing people in a particular area where they can purchase a product or service.

Structure of the advertising text

The advertising text in many respects depends on where it will be placed (the magazine, the newspaper, television, the Internet), and from audience for which it is designed.

There is a classical form of creation of such texts which is most often applied by advertisers:

1.Heading. The major element on which success or, on the contrary, failure of all advertising in many respects depends. The main attention of possible buyers of products is drawn to heading.

2.Slogan. Most often it is a small phrase in which it is told about the producer of a product and its merits.

3.Text. The main part of advertising in which the consumer is told about concrete goods and its properties.

4.Echo phrase. This element of the advertising text to be in the end and repeats the main ideas of advertising. An echo the phrase is necessary once again to remind the buyer of goods advantages. As psychologists found out, the last part of the text is remembered best of all.

Read and translate Part 2 of the text.

The Forms of Advertising

Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and modern media such as blogs, social media, websites or text messages. The actual presentation of the message in a social medium is referred to as an advertisement, or "ad" or "advert" for short.

The Form of advertising depends on what products or services are advertised and your target audience. For example, if you know that your target

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audience reads a particular magazine, you should advertise in that publication. There are following Forms of advertising:

Newspaper Ad can promote your business to a wide range of customers. Display ads are placed throughout the paper, while classified listings are under subject headings in a specific section. You may find that a combination of ad in any state/metropolitan/local newspaper gives you the best results.

Magazine Ad in a specialist magazine can reach your target audience quickly and easily. If your products need to be displayed in color then glossy ads in a glossy magazine can be ideal.

Radio Ad is one of the ways to reach target audience. However, radio ad has its disadvantages. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio ad is lost. The best way to overcome disadvantages is to repeat your message regularly - which increases your costs significantly. If you cannot afford to play your advertisement regularly, you may find that radio ad doesn’t generate strong results.

Television ad has an extensive reach. Television ads have the advantage of sight, sound, movement and color to persuade a customer to buy your product. They are particularly useful if you need to demonstrate how your product or service works. Producing a television ad and then buying an advertising slot is generally expensive.

Billboards can get your message across with a big impact. If the same customers pass your billboard every day as they go to work, you are likely to be the first business they think of when they want to buy a product. Even the largest of billboards usually contain a limited amount of information; otherwise, they can be difficult to read.

Direct mail ad

Direct mail ad means writing to customers directly. The more precise your mailing list or distribution area, the more of your target market you will reach. The advantage of this type is that you can select your target audience and plan the timing to suit your business.

On-line ad can be a cost-effective way to attract new customers on the internet. You can reach a global audience at a low cost. A well-designed website can entice away customers to buy your product.

(From Wikipedia, the free encyclopedia)

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Read and memorize the active vocabulary and professional expressions

Exercise 2. Answer the following questions.

1.What does the abbreviation AIDCA mean?

2.List advertising types.

3.How much information should billboards contain?

4.Name the advantages of the advertisement via direct mail.

5.What is the aim of trade advertising?

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6.What is the aim of consumer advertising?

7.What are advantages and disadvantages of TV-ads?

8.What are advantages and disadvantages of newspaper?

9.What are advantages and disadvantages of magazine?

10.Which ad is more effective?

Exercise 3. Writing:

Work with your partner to write your own advertisement for a fictional company. Try to use the formula AIDCA and characteristics of the forms of advertising given in the text.

Advertisement

1.Heading:

2.Slogan:

3.Text:

4.Echo phrase:

Exercise 4. Speaking: discussion.

1.Discuss with your partner the efficiency of advertisements in printed media.

2.Discuss with your partner the drawbacks of Radio advertisements.

3.Discuss with your partner the role of advertisement in our life.

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Unit 12. Internet advertising as an Up-to-date Way for content delivery

Exercise 1. Read and translate the text. Define the term: What is Online advertising? Render the text.

Online Advertising

Online advertising or online marketing is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

Let's characterize in more detail some types of Online Advertising. Email ad means you can send advertising messages to numerous

customers directly. Initially, Email marketing had positive character (The first widely publicized example of electronic mail: marketer Gary Thuerk from Digital Equipment Corporation sent an Email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer). But, eventually, Email marketing rapidly extended and became known as "spam". Spam raised the profile of Online advertising, stimulating widespread interest in advertising via both Usenet and traditional Email. More recently, spam has evolved into a more industrial operation, where spammers use armies of virus-infected computers (botnets) to send spam remotely.

The more exact your Emailing list or distribution area, the more of your target market you will reach. The advantage of this type is that you can select your target audience and plan the timing to suit your business.

Web banner advertising

A Banner ad (also called Display ad) is a form of Online advertising through banners consisting of an image jpg, png, gif or of a multimedia object (usually created using Flash or HTML). Advertisers can choose any type of banner ads: Frame ads (traditional banner), Pop-ups, Floating ads, Expanding ads, Trick banners, News Feed Ads and others. A Banner ad can take the visitor from the host website to the advertiser’s website or a specific landing page. The purpose of Banner advertising is to promote a brand - to inform, notify about

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a new product, increase brand awareness and so on - in one click. Webpages owners due to Banner ads can not only hold the visitors, but also increase them. A Banner ad is an additional source of income for webpages owners.

Social media marketing

Social media marketing is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.

Mobile advertising

A Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones, feature phones, or tablet computers. Mailing of online ads becomes very favorable to global and domestic manufacturers via wireless mobile devices because a Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (high speed, good screen and consumers are using mobile devices more extensively).

Role of Online Advertising in our life

The main advantage of Online ads is that it helps to generate sales. Because of Online ads we learn about new products and services twice faster. On the other side, advertisement is beyond our control. We cannot fully eliminate it, because it is everywhere. For this reason many consumers find online advertising disruptive and have increasingly turned to ad blocking.

(From Wikipedia, the free encyclopedia)

Read and memorize the active vocabulary and professional expressions

реклама

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Exercise 2. Answer the following questions.

1.How can Online advertisement be realized?

2.What is Spam? Is Spam an anti-advertising?

3.What is Banner advertising?

4.Why do advertisers so willingly use Banner advertising?

5.What is the main feature of Social media marketing?

6.Why will the future of Online advertising belong to Mobile advertising?

7.What is a Frame ad?

8.What is the main difference between Pop-up and Floating ads?

9.What features does Trick banner have?

10.Which Online ad is more effective?

Exercise 3. Translate the sentences into English.

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3.У интернет-рекламыестьипреинедостаткимущества.

4.Форматинтернет -рекламыОбъявления" ЛентыНовос"даетей высокийпроценткликов.

5.РекламныеобъявлеформатеБа" Трюкн"могутияннесумные, и смешныеилиглубсоо,которыебщиед ихлаютния незабываемыми.

6.ОднойизглавфункцийВсплывающейых" рекламы"является поддержаниеинтересапостоянннаппрмиоголидуктенания услуге.

7."Плавающаяреклама"можетстатьхорошимспосзаявитьбом брендеиликомпании.

8.Интернет-реклама – главконтрадыйкурентвидамционным

неможемполностьюотказатьсянее,потомучтоонаповсюду.

Exercise 4. Speaking: discussion.

1.Discuss with your partner the capabilities and features of Online Advertising.

2.Discuss with your partner the Pros and Cons of Online Advertising.

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