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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
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Listening
Listen to the audio and do the tasks below:
https://disk.yandex.ru/d/rF366sxXaz64wQ
A. Decide if the statements are True (T) or False (F).
1. The main goal of the campaign is to lower the price of the smartphone.
2. The target audience includes university students.
3. The company only uses print media for advertising.
4. Influencers provide endorsement.
5. A call to action encourages consumers to take action.
B. Answer the Questions:
1. What does brand awareness mean?
2. Who is the target audience for the smartphone?
3. What makes a slogan effective?
4. How does social media marketing help promote the product?
5. Give one example of a call to action (CTA).
C. Fill in the Gaps:
Complete the sentences with words from the audio.
1. A large outdoor advertisement is called a … .
2. A short and memorable phrase is a … .
3. When people recommend a product to others, it is called … .
4. Promotional articles that look like normal content are called … advertising.
5. The campaign aims to increase … awareness.
Vocabulary
1. Match the terms with their correct definitions.
1. Persuasion
2. Target audience
3. Branding
4. Emotional appeal
5. Rational appeal
6. Sponsor
7. Marketing
8. Consumer behavior
a) The specific group of people an advertisement is designed for
b) communication based on feelings and emotions
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c) the company or organization that pays for the advertisement
d) the process of influencing attitudes or actions
e) the broader system of creating and delivering value
f) communication based on logic and facts
g) the way customers think, feel, and act when buying
h) the image and perception of a company in the consumer’s mind
Reading
1. Read this text and do the tasks below.
TEXT B
What Is Advertising?
A lot of people think advertising is simply about making commercials or
designing attractive posters. In reality, advertising is much deeper, more strategic,
and more powerful than that.
Advertising is a paid form of communication through which an identified
sponsor attempts to inform, persuade, or remind a specific audience about a product,
service, idea, or organization. This definition may sound academic, but every word in
it matters.
The fact that advertising is paid distinguishes it from other forms of
communication. When a company invests money to place a message on television,
social media, radio, or a billboard, it expects a return on that investment. Advertising
is not random expression; it is strategic communication designed to achieve
measurable goals.
Advertising is also persuasive. It does not simply provide information; it tries
to influence attitudes and behaviors. When Nike encourages people to “Just Do It,” it
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is not merely selling shoes. It is selling determination, ambition, and identity. The
product becomes a symbol of personal strength. That is the persuasive power of
advertising.
At the same time, advertising always comes from an identified sponsor. We
know who is behind the message. When Apple releases a sleek commercial showing
a new iPhone, the brand is clearly visible. This transparency differentiates advertising
from hidden persuasion or propaganda.
At its heart, advertising serves three main purposes: to inform, to persuade, and
to remind. These core ad purposes — inform, persuade, remind — frequently overlap
in real campaigns, but grasping their distinct roles supercharges your ability to dissect
and optimize strategies.
Competition ramps up? Shift to persuasion — convince why your option reigns
supreme. Classic Coke-Pepsi wars nail this: Near-identical colas, so forget ingredient
lists. Instead, they sell emotions — sun-soaked happiness, rebellious youth, epic
hangouts. It's not about quenching thirst; it's crafting an irresistible brand aura that
pulls hearts (and wallets). Persuasion thrives here, turning “meh” into “must-have.”
For battle-tested brands, advertising flips to reminder mode: Reaffirm
relevance and loyalty. Think Nike's “Just Do It” — no need to explain sneakers; it's a
nudge that they're still your motivation machine. Keeps you top-of-mind amid
distractions, reinforcing habits and fending off rivals.
Blending these? Campaign gold. Inform hooks newcomers, persuasion seals
deals, reminders lock in fans. Analyze through this lens, and you'll spot winners -or
fix flops fast.
Even companies like Sberbank, Gazprom and Kaspersky continue advertising,
not because people do not know them, but because staying present in the consumer’s
mind is essential in a competitive marketplace.
One of the most fundamental principles in advertising is that no advertisement
is meant for everyone. Effective advertising begins with understanding a clearly
defined target audience.
Understanding the audience requires empathy and research. What are their
desires? What problems do they face? What motivates their decisions? Advertising is
successful when it feels personally relevant. In today's online world, sites like
Yandex let advertisers pick users by their habits. This makes ads fit each person
better than before.
Branding is key. A brand is not just a name or picture. It is what people feel and
think about a company. It covers feelings, ideas, hopes, and past times with the product.
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When people see Apple's logo, they think of new ideas, easy use, and top
quality. Nike? Sports power and drive to win. These thoughts grew over years of
steady ads and smart brand care.
Ads help build and keep brand image strong. Every ad must match the brand's
style and promise. Ads that don't match can mix up people and hurt the brand.
Ads talk in two main ways: facts or feelings. Fact ads use logic, numbers, and
real perks. A laptop ad might show fast speed, big storage, and good price.
Feeling ads touch hearts. A holiday ad with a family together after long time
skips tech details. It links the brand to love, warmth, and being close. Feeling ads
work well because people often choose with heart, not just head.
Best ads mix both. They give good reasons to buy and build warm feelings too.
Now, ads have changed a lot. Before, TV or papers sent one message to
everyone. Today, ads talk back, fit each user, and show results clear.
When a consumer watches a film like James Bond and notices a luxury car or
watch integrated into the story, that is product placement — a subtle but strategic
form of advertising embedded within entertainment. Modern advertising often blends
seamlessly into content, making it less intrusive and more engaging.
At the same time, digital technology allows advertisers to measure
performance instantly. They can track clicks, views, engagement rates, and
conversions. Advertising has become both creative art and data science.
With great influence comes great responsibility. Advertising shapes culture,
beauty standards, consumer habits, and even political opinions. It can promote
positive social change, such as public health campaigns encouraging safe driving or
environmental responsibility. But it can also spread stereotypes or unrealistic
expectations if used irresponsibly.
As future professionals in this field, you must understand not only how to
create persuasive messages but also how to evaluate their ethical implications.
Responsible advertising builds trust. Misleading advertising destroys it.
Advertising is far more than selling products. It is strategic storytelling with a
commercial objective. It connects psychology, creativity, economics, sociology, and
technology into one dynamic discipline.
As you begin this course, start observing the advertisements around you. Ask
yourself why they exist, who they are targeting, what emotions they use, and what
action they expect from the audience. When you develop the habit of critical
observation, you will begin thinking like an advertising professional.
Speaking
Prepare a 2-minute presentation on the topic:
“Advertising: Manipulation or Creative Communication?”
You must:
• define advertising briefly
• give one real example
• express your personal opinion
Work in groups of three.
Roles:
• Client
• Creative Director
• Marketing Strategist
Situation: A new eco-friendly water bottle is entering the market.
Discuss:
• Who is the target audience?
• What emotional or rational appeal should be used?
• What slogan could you create?
• Which media channels would you choose?
Present your final idea to the class.
Topic: “Emotional advertising is more effective than rational advertising.”
Divide into two teams (For / Against). Prepare arguments and examples to
support your position.
Project
From the library or on the internet, find out about the following. Work in
pairs.
PR is very popular in our days. Find more definitions of this business
activity, spheres of its application and effects achieved, both positive and negative.
Give some examples.
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UNIT 2. MAJOR TYPES OF ADVERTISING AND MEDIA CHANNELS
Lead-in
Discuss the following questions:
1. What do you know about the types of
advertising?
2. Who does Advertising department
contact with in its work?
3. What do you know about the types of
advertising activities?
4. What media channels do you know?
Vocabulary
1. Find out in the dictionary the meaning of the following words, try to
remember them.
to be engaged (v); variety; seek; influence (v); conversation (v); competitor;
external; internal; frequently; content source; financial reports; regulatory filings;
with regard to; purchase; placement; survey
2. Match the words with their definitions.
1. Media Relations
a) interaction with employees, volunteers, members, and
other internal publics in order to enhance mutual
understanding, goodwill and support
2. Litigation Public Relations
b) the production and dissemination of messages by an
organization through both internal media such as brochures
and websites as well as through external media such as
news and advertising
3. Marketing Communication
c) the engagement of the news media in a bid for public
understanding and support within the context of lawsuits
and litigation
4. Government Affairs and Lobbying
d) interaction with the news media in order to gain
publicity or editorial support or to respond to journalistic
inquiries
5. Corporate Communications
e) interaction with consumer and trade media, particularly
associated with the introduction of new products and
services
6. Consumer Relations
f) interaction with legislators and regulatory agencies of
government to generate support for the purpose of
influencing their votes and / or official decisions
7. Employee Communication
g) interaction with a geographic or cultural community in
order to enhance mutual understanding, goodwill and
support
8. Community Relations
i) interaction with consumer groups and media for the
purpose of generating consumer understanding and
support, also involves interaction with individual
customers
Reading
External Communications
Messages disseminated through paid, owned or
earned media to external audiences
Internal Communications
Planned messages disseminated to employees
through a variety of communications channels,
including newsletters, bulletin boards, payroll
stuffers, posters, etc.
1. Read this text and do the tasks below.
TEXT A
PR activities and relations
Public Relations practitioners are engaged in a variety of PR activities
throughout the communications life cycle as they seek to identify and build relations
with the media and understand and influence the conversation about them, their
industry and competitors across print, broadcast, online and social media. So, let’s
describe their most important activities and their specifics. First, we must speak about
external and internal communications. What is the difference? It comes from the
definitions of both:
Public Relations is frequently segmented into distinct agencies or departments, with
each department being specialized in managing a specific aspect, as outlined below:
Media Relations: Establishing a good relationship with the media organizations
and acting as their content source.
Investor Relations: Handling investors events, releasing financial reports and
regulatory filings, and handling investors, analysts and media queries and complaints.
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Government Relations: Representing the brand to the government with regard
to the fulfillment of policies like corporate social responsibility, fair competition,
consumer protection, employee protection, etc.
Community Relations: Handling the social aspect of the brand and establishing
a positive reputation in the social niche like environment protection, education, etc.
Internal Relations: Counselling the employees of the organization with regard
to policies, course of action, organization’s responsibility and their responsibility.
Cooperating with them during special product launches and events.
Customer Relations: Handling relationships with the target market and lead
consumers. Conducting market research to know more about interests, attitudes, and
priorities of the customers and crafting strategies to influence the same using earned media.
Marketing Communications: Supporting marketing efforts relating to product
launch, special campaigns, brand awareness, image, and positioning.
Media Relations play an extremely important role in PR activities. Mostly they
are presented by dissemination of purposefully planned and executed messages to
pre-selected media to promote the interest of an organization or person usually free of
charge. Media relations relies on finding and connecting with journalists and
influencers who can help amplify messages.
Naturally then comes Paid Advertising which includes preparation, purchase
and placement of purposefully planned and executed messages in selected print,
broadcast, online or social media to further the interest of an organization or person.
As we know PR department, whether it is small or large, is an inevitable part of
any successful corporation. This is reflected by such phenomena as Corporate Social
Responsibility (CSR) under which we mean recognition of a corporation’s obligations
and responsibilities to communities by making monetary and resource contributions
to charitable organizations. These contributions differ in some sense from Corporate
Sponsorship understood as providing support to an event or a cause by devoting
corporate resources in exchange for an opportunity to enhance good will, product
image and sales.
Lobbying — is another very wide spread PR practice which contains direct
attempts to influence legislative and regulatory decisions in government. Attitudes to
this practice are different, e.g. In Canada, the Lobbyists Registration Act governs
who and how lobbying can be done. In the US, there are stringent lobbying disclosure
regulations. More often lobbying is viewed upon as negative activity and promotion
is evaluated as a positive one. Then what is a promotion?
Promotion is defined as using techniques such as events, promos, ads and
stunts to create and stimulate interest in a person, product, organization or cause. The
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goal of promotion is Publicity which supposes information about an organization,
person, issue or cause published or broadcast in the news media because of its value
or relevance / importance to the community or the media outlet’s audiences.
Any deliberate action needs pre-research to be successful. So, what is Public
Relations Research? The answer is as follows:
The term public relations research does not describe specific types of research
methodology such as content analysis, public opinion polls or readership surveys.
Instead, the term refers to any type of research that yields data for use in planning and
evaluating public relations efforts.
Four basic categories of public relations research activities are most common:
media monitoring;
public relations audits;
communication audits;
social audits
Public relations research can be formal or informal, primary or secondary,
qualitative or quantitative, etc.
Comprehension control
1. Use information from the text to fill in the missing facts about PR
activities. Redraw the table in the notebook, find out and fill in the information
about PR internal and external relations.
PR
1. PR activities contain external and
internal communications
…
2. Media Relations
…
3. Investor Relations
…
4. Government Relations
…
5. Community Relations
…
6. Internal Relations
…
7. Customer Relations
…
8. Marketing Communication
…
9. Corporate Social Responsibility
(CSR)
…
10. Lobbying
…
11. Promotion
…
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2. Using the facts from the table above and scheme below, prepare a short
report about PR activities, external and internal communications and
relationships.
Vocabulary
1. Find out in the dictionary meanings of the following words, try to
remember them.
media coverage; earned media; boilerplate; media kit; align with the interests;
media placement; newsjacking; encompasse; embargo; media kit; media list; align
with the interests; media placement; newsjacking; encompasses; reaffirm trust;
endorsement
2. Fill in the gaps with appropriate prepositions:
1. Publicists persuade audiences … using unpaid or earned techniques.
2. Earned media refers … authentic conversations … a brand, generated … the
brand’s direct involvement. 3. This comprehensive document announces the latest
news or developments issued … a brand. 4. … the right public relations support, this
foundation can be leveraged … greater audience reach and alignment with the
brand’s mission. 5. Written … a brand specialist, it dives deep … niche topics,
positioning the brand as a thought leader. 6. However, our pitches align … the
interests and existing content themes of our clients.
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