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

Unit 13. Advertising Campaign

Exercise 1. Read and translate Part 1 of the text. Define what is an advertising campaign.

Part 1. The Strategy of any Advertising Campaign

An advertising campaign is a specific course of actions designed to advertise a company, or product that uses an intentional and carefully coordinated set of marketing tools in order to reach the target audience. The end purpose of any ad campaign is to boost awareness of the subject matter and generate demand. The exact structure of the advertising campaign will often depend on the nature of the product or the target audience that the campaign is designed to reach.

While specifics vary from one advertising campaign to another, some of the same tools are used in just about any campaign. Both print and electronic media are often used to generate attention and enthusiasm for the subject of the campaign, often with the logical and timely launch of different tools at specific points in the overall campaign. While in time past, electronic media referred more to television and radio broadcasts, that component now includes tools such as online banner ads, text messaging, and email advertisements.

For the most part, an advertising campaign will set specific goals that must be realized in a given period of time. In a case that the campaign doesn’t quite meet the goals, the overall approach can be reworked slightly for the remainder of the campaign.

Read and translate Part 2 of the text.

Part 2. Developing an Advertising Campaign

Nowadays advertising is a very important part of our life. Almost everywhere we can hear: “Advertising is the engine of commerce”. It means that all companies, firms, organizations must do an Advertising Campaign to be competitive and successful. For every ad campaign, a business must follow the same basic steps to best introduce their goods or services to the consumer. So, here are the key steps of a really good advertising campaign:

Step one: Target audience

A business could have the best idea in the world but must know how to target audience for that good or service. That is, get into the minds of the consumer. If the product is meant to target a certain age group, say teenagers,

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than the business would do better with slang and skateboards than business suites and briefcases.

Step two: Setting Business Goals

The advertising company will make success in case if you correctly define the Business Goal - what you want (getting more target audience; getting bigger target market; achieving a desired number of sales and so on).

Step three: Ad Budgeting

Ads depend on your ad budget. You need to use your advertising money strategically. So you can make wise decisions in the creation and placement of all ad mediums. For instance, a way to remind someone is constantly to say things such as I just saved a lot of money by switching to (name of cellphones) - Billboard. Or, just by constantly putting its own name on the commercial constantly reminds target audience about (name of cellphones) services - Radio & TV Ad. Or even to always put one product brand over another product brand and using that to persuade the consumer that your brand is better - Web banner ad.

Step four: Advertising Venue

Once you are fully aware of your objectives and your ways, then it’s time for you to move to the advertising venue, which can change the future of your brand. That venue can be a popular website receiving thousands and millions of visitors per day, or a TV channel or it can be a newspaper, radio, etc.

Step five: Designing the Ad and Ad Placement

The next step towards a winning advertising campaign is the design of the ad. A business could use several techniques to produce ads: the infomercials on TV, the oral advertising on radio, Internet advertising and others. After the completion of the ad designing, it’s the time when you will actually place the ad to the advertising venue.

Read and translate Part 3 of the text. 1. Watch their commercial, media advertising and outdoor advertising then say what the idea was and what objectives the company achieved. Create your own analysis of the case and explain why you think they were crowned with success. 2. Continue the list of the successful advertising companies.

Part 3. Iconic Marketing and Advertising Campaigns

Back in the days of TV, radio, and newspapers, advertising was a competitive industry that gave us some of the most entertaining marketing

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campaigns. In the modern world, the medium has changed, but the need to get attention, to do a purchase, and to change people's impression of a brand or company is alive. Here are the most iconic marketing and advertising campaigns of all time:

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(From https://inkbotdesign.com/advertising-campaigns/)

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Read and memorize the active vocabulary and professional expressions

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Exercise 2. Answer the following questions.

1.What formula is any advertising based on?

2.What is the aim of an advertising campaign?

3.What media are often used to generate attention and enthusiasm for the subject of the campaign?

4.How can advertisers win more customers?

5.How can advertisers up-sell their existing customers?

6.Which steps are necessary to pass in order to design an ad campaign?

7.What is most significant step in an ad campaign, in your opinion?

8.Why must any organization carry out an Advertising Campaign?

9.What is the most successful ad company in Part 3 of the text? Explain your opinion.

Exercise 3. Translate into English.

1.СточкизренияпечатныхСМИ,используеврекламнойкампании, ых рекла,размвгазетахещенижур,явлнапровереннымялахется временем метдостижениядомцелевойаудитории.Объявления,как правило,предлянавознабужденияинтчитателейныреса побихузнать, жденияболтемеобъявленияше.Длятогочт бы обеспечитьдостижениежелаемыхпотр, бичареклчастоелейнаяма появляется впечатныхСМИ,орие эатипотребителейрованных.

2.СпомощьюэлекСМИтронныхелевизрадионныерекламы остаютжизнессредстяприособнымвнималечеомния покупателейсозданияспнаросаазличныепродуктыуслуги.

Короткиетелевизионныерекл амныеролики,предназначенныедля развлечения,такжедляинформи,какправило,производятования впечнзратление,скореетелявсего,побудятзначительноеколичество потребителейприобрести, дуктытображаемыевобъявлении.Точно такжерекламная ампанияможетвключатькороткиеадиообъявления, которыеулавливаютслухслушателяпомогаютвызватьвоображении визуальныеобразы,котс спросздаютрыенапродукт.

3.Мнкомпаниигиеразрабатыврекламныекампдлякли,ютниинтов

котпорыелагаюнатакиеинс,ткаксяСМСрументыилирекламапо электроннойпочте.На, оставщикримуслугтелефрсвязим ннойжет

уведомлятьсвоихклиентовпредстоящихспециальныхпредложе ниях, отправляяСМСнамобитеклиеефоньный.Вкачествета

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альтернативы, поставщик услуг может уведомить клиента о предстоящих продажах или новых продуктах и услугах по электронной почте.

Exercise 4. Speaking:

Carry out your own advertising campaign, using steps of the advertising campaign from Part 2 of the text. Make the presentation.

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Chapter 3. Mass Media

Unit 14. Media and PR: A Joint Cooperation?

Exercise 1. Read and translate Part 1 of the text. Explain in details what Media is. What forms of media should be classified as "mass media"? What form of media is the most effective? Explain your opinion.

The history of mass media

The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was the first time when a form of media was "broadcast" to a wider audience. The term "mass media" was coined with the creation of print media, which is notable for being the first example of mass media, as we use the term today.

What is Mass media in the 21st century?

Today, the Mass Media is the main channel for disseminating information and controlling public opinion in favour of a particular group’s interests. Mass communications is the transmission of information to large numbers of people via the mass media. The Electronic and Print Forms of mass media through which this communication transfers are such as Broadcast media, Digital media, Outdoor media, Print media.

Broadcast media transmit information electronically via media such as films, radio, recorded music, or television. Digital media comprises both Internet and mobile mass communication. Internet media comprise such services as email, social media sites, websites, and Internet-based radio and television. Outdoor media transmit information via such media as billboards, signs, placards placed inside and outside commercial buildings/objects like shops/buses, flying billboards (signs in tow of airplanes), blimps, skywriting, AR Advertising. Many commercial advertisers use this form of mass media when advertising in sports stadiums. Tobacco and alcohol manufacturers used billboards and other outdoor media extensively. Print media transmit information via physical objects, such as books, comics, magazines, newspapers, or pamphlets.

Read and translate Part 2 of the text. Explain, what are relations between PR and media? What is result of these relations and how do they influence selection of news?

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PR Dependence on the Media

Public relations is the art and science of managing communication between an organization and its target audience to create, manage and sustain its positive image.

The purpose of PR is to inform, shape opinions and views, and motivate. This can be accomplished only if people receive messages regularly. The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable millions of people to receive a message at the same time. Due to the Internet, the world is a global place of shared information.

On a more specialized level, the media are no longer just mass communication. Numerous publications and hundreds of radio, television and cable channels enable the public relations communicator to reach very specific target audiences with messages designed just for them.

The media’s power and influence in a democratic society reside in their independence from government control. Reporters, journalists and editors make independent judgments about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not everyone is happy with what they decide, the fact remains that media gatekeepers are generally perceived as more objective than PR experts who represent a particular client or organization.

This is important to you because the media, by inference, serve as thirdparty endorsers of your information. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The information is no longer from your organization. Therefore, the dependence of PR on mass media exists. It requires that you be accurate and honest at all times in all your public relations materials. But if to consider the fact that obtaining media publicity is an important aim of the PR industry. This fact leads to the assumption that there is a connection between those who aim to influence the media and those who work in the news business.

(From Wikipedia, the free encyclopedia)

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