Английский язык для обучающихся по направлению «Реклама и связи с общественностью». Учебное пособие

III. Прочитайте следующие интернациональные слова и переведите их на русский язык:

V. Ответьте на вопросы, не читая текст.

1.What is the purpose of marketing?

2.Marketing is an activity that more focuses on selling the products,

isn’t it?

3.What can you say about advertising?

4.What do you understand by a concept of public relations?

5.Is advertising just a part of the marketing process?

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VI. Прочитайте текст и выполните задания к нему.

TEXT A

ADVERTISING, PR AND MARKETING

First, some words about marketing. According to the American Marketing Association marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing is an old school, traditional, short-term activity that more focuses on selling the products, on how and what prices will the goods or products are sold for. This means that in marketing the product is more important. In marketing, the goods are being sold so they focus on making the products and goods look great to the people. When the products and goods look appealing to the people, the people will definitely buy them.

Marketing is more concerned on making profits for the company through different strategies. Promotional activities are also very important in marketing like advertisements and public relations. That is why advertising and public relations are the main strategies of marketing.

Advertising and marketing may be the same in some aspects, but there is also a distinctive difference between these two terms. The main goal of both is to enhance consumer awareness of a product or service and to form loyal target customers and increase sales.

Actually, advertising is a paid communication or promotion about a particular product or service most especially promoting brand awareness. Its main objective is to be able to create more sales. While the marketing is the formulation of ideas and plan to bringing closer to each other the seller and the buyer, developing, branding and designing the product or service, doing research on the target customers, advertises the features and benefits of the product or service; that is to bring an idea to the market.

So, we can see that advertising is just a part of the whole marketing process. It entails planning strategies like analyzing which media to use whether through television, billboards and the like. It also includes setting the time, the duration and frequency of each advertisement. It is mainly to inform the target

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clients about a particular product or service. It tells the target audience of its benefits and advantages for them to be enticed to buy the product.

The other strategy of marketing is a public relations, which increasing the sales of goods and products by developing trust among the people by maintaining a positive image among the people.

Public relations is a form of marketing that focuses more on the relationship of the entire company and the people including their staff and community. It is also a great long-term investment because with this the company will know what the customers and even the employees think of their product and the company as a whole. PR campaigns can make a stronger bond between the company and the people which will make the sales high in the long run as the company gains the people’s trust.

PR, on the other hand, is considered an art as well as a science that deals with the analysis of trends and how they can affect the sale of products. It deals with the planning and implementation of programs that are beneficial to both the company and the public. When it comes to PR, the image of the entire company is the one being promoted. The company is making a rapport with the people making the company or brand look more appealing to the people because they will buy the company before they will buy the products.

The major difference between marketing and public relations is that marketing is more concerned with the sales while PR is more concerned with the perception of the people with the company, the products, and the brand.

Marketing is the whole process itself. It is a progressive improvement process which entails various works such as product design and benefits, pricing and expected performance of the product, media planning (which includes advertising) and strategies to associate the product to the public, customer assistance systems regarding the product and a lot more.

VII. Найдите в тексте следующие слова (номер абзаца указан в скобках), определите, к какой части речи они относятся, и переведите их:

focus (2); means (2); form (4); plan (5); like (6); trust (7); form (8); run (8); affect (9).

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VIII. Найдите в тексте эквиваленты следующих слов и словосочетаний:

IХ. Найдите в тексте термины, близкие по значению к следующим:

client; concern; profit; price; enhance; customer; benefit.

Х. Завершите высказывания, используя следующие термины и терминологические сочетания:

implementation; profits; paid communication; promotional activities; public relations; image; stronger bond; marketing process.

1.Marketing is more concerned on making … for the company through different strategies.

2.PR campaigns can make a … between the company and the people which will make the sales high in the long run.

3.Advertising is a … or promotion about a particular product or service most especially promoting brand awareness.

4.… is a form of marketing that focuses more on the relationship of the entire company and the people including their staff and community.

5.… are also very important in marketing like advertisements and public relations.

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6.We can see that advertising is just a part of the whole … .

7.When it comes to PR, the … of the entire company is the one being promoted.

8.PR deals with the planning and … of programs that are beneficial to both the company and the public.

ХII. Переведите утверждения на русский язык. Определите, правильны ли они.

1.In marketing the product is more important.

2.Marketing is more concerned on making profits for the company.

a product or service.

5. Advertising entails planning strategies like analyzing which media to use whether through television, billboards and the like.

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6.Public relations increases the sales of goods and products by developing trust among the people.

7.The major difference between marketing and public relations is that PR is more concerned with the sales while marketing is more concerned with the perception of the people with the company, the products, and the brand.

XIII. Прочитайте текст.

TEXT B

PUBLIC RELATION

AND CORPORATE COMMUNICATION

Public relation involves much more than activities made to sell the product or spread the policy and services. Mostly it is concerned with people’s attitudes toward the organization. Every company or organization must consider the public impact of their activities and decision of policies because each decision of an organization effects different group in different way. By the effective PR mutual understanding and positive outcomes can be possible. It makes favourable influence on public attitude, build goodwill among groups of people of an organization, and establish and maintain a satisfactory reputation for the organization. Actually, a well executed PR is a continuous process that molds or builds a positive and stable relationship. The corporate PR is a goal of the company with social responsibility or corporate reputation. It is an integral component of the overall communication strategy of the organization.

Public relation is a management function that identifies the policies of an individual or organization with the public interest and executes a program to earn public understanding and acceptance. On the other hand corporate PR is designed to promote overall awareness of a company or enhance its image among a target audience as well as in the whole society.

Basically corporate PR is an extension of the PR function. It does not promote any one specific organization or product or services rather it is a work to promote the overall activities of the firm by enhancing its image, assuming a position on a social issue or cause or seeking direct involvement in something.

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While Public Relations helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and public, involves the management problems or issues, helps management to keep informed on and responsive to public opinion, defines and emphasize the responsibility of management to serve the public interest, helps management keep abreast of and effectively utilize change serving as an early warning system to help anticipate trends and uses research along with sound and ethical communication techniques as its principle tools. Corporate PR is closely related to the corporate identity. It is designed to generate investment in the corporation. More investment means working capital, more money for research and development and so on. In this instance corporate communication or corporate identity is almost attempting to make a sale, the product is the firm. Firms that spend more on corporate PR also tend to have higher priced stock. A positive corporate image cannot be created just from a few PR activities or from few advertisements. Quality of product and services, innovation, sound financial practical, social responsibility, good corporate citizenship and wise marketing are just a few of the factors that contribute to overall image

PR is a problem solving process, put to use not merely when the problem has occurred but a Proactive strategy. Organizations which accord priority for corporate and financial PR are also those best likely to place PR activities under marketing. It is more concerned about communication with audience. It entails facing up to a problems and explaining the background of them endeavoring to obtain sympathy and understanding through an appreciation of the difficulties facing an organization and an understanding.

Corporate PR is the way in which the organization communicates the standard of the management and is particular about the standard at the time of crisis management and provide for success or failure. Much sponsorship activity and indeed the adoption of such measures as support for certain charities or other non-commercial community related activities has a bearing on corporate PR It is not a means of allowing the PR function to score points off its rivals in marketing, but it should be a case of enabling the relationship to be clarified not simply between PR and marketing but between the centre and the brands, between the general management and the product and most of all between where

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the organization currently stands and perhaps where it has stood in the past and where it intends to position itself in the future.

XIV. Переведите текст на русский язык. Ответьте на вопросы.

1.Is Public relation concerned with people’s attitudes toward the organi-

zation?

2.What every company or organization must consider of their activities?

3.Public relation is a management function that identifies the policies of an individual or organization with the public interest, isn’t it?

4.What is corporate PR?

5.Does corporate PR promote any one specific organization or product or services?

XV. Соотнесите термины из текста с дефинициями.

XVI. Письменно переведите текст на русский язык.

TEXT C

PR AND INTERNET

Internet is one of the greatest inventions in human history, but it has dramatically changed the whole world and the communication in particular. The World Wide Web has opened a number of challenges, especially for the PR sector. It changed the nature of public relations work. While PR specialists virtually

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had no competition in the era of the traditional media, the democracy of the Internet has forced them to compete with the entire world. By 2010 social media through the Internet have provided another major change for the public relations practitioner. Before the Internet, the thrust of media relations work was

“pushing” information from the organization to the desks of media reports, producers, and editors via news releases, news tips, and press kits. That all changed because the Web gives the reporter the opportunity to pull and parse needed company information from the Web site and all of its links without ever going through the public relations or media relations office. The Internet is a very different and more powerful media relations tool.

Although the ability to reach thousands or millions of people in virtually no time gave PR specialists a powerful tool but it also made their jobs more difficult, especially in case of an attack on integrity of their clients. Just imagine restoring the client’s reputation if the first page of search engine results contains mainly compromising or damaging content.

Companies and individuals who want to succeed in the modern world cannot afford not to utilize the Internet PR is clearly evident from the example of “anti-campaigns”. These can either be an unfortunate incident or a carefully devised plan of unethical competition. But regardless of who stands behind and why, negative campaigning can have a devastating effect on public reputation of a company or an individual. The risk of negative publicity, however, is not the only reason why the Internet PR is increasingly gaining in importance.

The Internet has a major influence on people’s opinion and the decisions they make, especially when they are uncertain. For example, let’s say Joe has difficulties deciding which anti-acne cream to choose. He will open his search engine and look for information about the creams he is considering buying. He will most likely take into account a variety of factors including the price and other people’s opinions but his decision will also be influenced greatly by the information he will be able to receive about a particular product. And if he finds little information about how the product is supposed to work, how soon he will be able to see the results, etc. there is a great chance that he will not buy that product.

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In order to encourage Joe to at least consider buying your cream, he needs to be provided accurate, trustworthy and up-to-date information about both the product and your company. And this can be achieved only through an effective Internet PR.

The Internet has caused a revolution in communication by giving a voice to those that previously could not have been heard. This has opened a whole new world of opportunities for both businesses and individuals that were unimagined in the era of the traditional media. These still play an important role in shaping the public opinion but with the entire globe moving to the online world to search for information and buy products/services, a PR that does not effectively communicate with the online community can no longer effectively shape and maintain the desired public image.

XVII. Подготовьте устное высказывание по теме “Advertising, PR and adjoining branches” (10–12 предложений).

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