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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
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Reading
1. Read this text and do the tasks below.
TEXT B
Types of advertising
Advertising is a marketing tool that attracts audience attention to the object of
promotion and motivates them to take a target action. It is used in various fields to
achieve goals.
Businesses use advertising to convey the value and importance of their
products to customers and partners, increase sales of goods and services, promote
their brand, and improve its image and reputation.
This tool is in demand among both small and medium-sized businesses and
large international companies. Advertising is essential in all business niches, from a
small flower shop to multinational oil corporations.
Television Advertising
Television advertising is considered one of the most expensive formats and is
designed to reach the widest possible audience. Clients are provided with an average
of 15–60 seconds of airtime. The cost of an ad depends on the length of the video, the
frequency of replays, the time of day, the rating and type of channel (national or
regional), and the popularity of the program during which the ad will be shown.
In the fall of 2022, Ozon's advertising campaign featuring Polina Gagarina and
Dmitry Malikov made waves across the country. The commercials aired on federal
television channels, and the “grabbing hands” became a meme.
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Radio Advertising
Radio stations broadcast commercials (20–40 second spots), interviews, or
expert commentary, and hold contests with the advertiser's support and mention.
Radio advertising boasts large reach, audience loyalty, and a relatively
affordable price.
Outdoor Advertising
These are advertisements placed on streets, building facades and rooftops, and
on vehicles. The desired information is conveyed through graphic images, videos,
and text messages. Outdoor advertising includes billboards, banners, signs, light
panels, shop windows, promotional stands, and other similar structures.
Indoor Advertising
The opposite of outdoor advertising is indoor advertising. They are placed at
retail outlets, movie theaters, entrances, airports, train stations — in any public space.
These include POS materials (life-size figures, branded display cases and stands,
posters), audio messages in shopping centers, and digital screens with advertising
information. Russ Airport Media has launched an advertising project at Pulkovo,
Russia's largest airport.
Push Notifications
Short pop-up messages on a computer or gadget's screen inform users about
products, services, promotions, and company news. Ads are sent by websites,
computer programs, and mobile apps, for example push notification from
Yandex.Taxi.
Pop-ups
A window with an advertising message appears over the website page,
capturing the visitor's attention. The main platform content becomes accessible only
after the pop-up is closed. Use this tool carefully, as pop-ups can irritate website
visitors.
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Mobile Advertising
Advertising on mobile devices includes messaging, ads on mobile versions of
websites, as well as in apps and games. This is the fastest way to reach your audience
and deliver relevant information, as we use our phones constantly. Sber has
integrated advertising into its mobile app.
Advertising with bloggers and opinion leaders
The client contacts an influencer and orders advertising, and the influencer then
promotes the product to a wide audience through posts, stories, reviews, and video
mentions.
Email Advertising
These are promotional messages sent to the target audience via email. Mailings
are permitted only with the recipient's consent, so the emails are read by “warm”
customers who have subscribed to the mailing list.
In its mailing list, Gemotest advertises tests that can be ordered from the laboratory.
To encourage readers to purchase, the company offers a discount promo code.
Some companies send emails to purchased or illegally collected databases.
Such communication is considered spam and is unlikely to benefit the business.
Companies, politicians, and non-profit organizations have ample opportunities
for promotion through advertising. The choice of a specific tool depends on the
advertiser's category, goals, and budget.
Comprehension control
1. Answer the following questions:
1. What are the two types of advertising in print newspapers and magazines
mentioned in the text?
a) outdoor and indoor advertising
b) direct and native advertising
c) TV and radio advertising
d) mobile and email advertising
2. What is direct advertising in print media?
a) a story about the company’s history
b) a news article written by a journalist
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c) an offer that highlights product benefits
d) a personal letter to the editor
3. What is native advertising in print media?
a) short SMS messages to customers
b) PR articles, reports, or interviews
c) large outdoor banners
d) a company logo on a product
4. What did the RBC Daily Business Newspaper report about?
a) a new mobile app from Sber
b) Ozon’s TV advertising campaign
c) Russ Airport Media’s project in Pulkovo
d) RT-Invest Transport Systems’ product Platon
5. What is Platon?
a) a system for sending push notifications
b) a Russian system for collecting tolls from trucks on highways
c) a mobile advertising platform
d) a social media network
6. Why is television advertising considered one of the most expensive formats?
a) because it uses only famous actors
b) because it reaches the widest possible audience
c) because it is always shown at night
d) because it does not have any competitors
7. How long does a typical TV commercial last according to the text?
a) 5–10 seconds
b) 10–20 seconds
c) 15–60 seconds
d) 2–5 minutes
8. Which of the following does NOT affect the cost of a TV ad?
a) length of the video
b) frequency of replays
c) time of day
d) colour of the company logo
9. Which company ran a TV campaign in fall 2022 with Polina Gagarina and
Dmitry Malikov?
a) Sber
b) Gemotest
c) Ozon
d) Yandex.Taxi
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10. What happened to the “grabbing hands” from the Ozon commercials?
a) they were banned from TV
b) they became a meme
c) they were used only on radio
d) they appeared only in print ads
11. What types of content can radio stations use as advertising?
a) only music clips
b) commercials, interviews, expert commentary, and contests
c) only political speeches
d) only weather reports
12. Which of the following is an advantage of radio advertising mentioned in
the text?
a) very high production cost
b) no need for a target audience
c) large reach and audience loyalty
d) it is only available at night
13. Where is outdoor advertising placed?
a) only on social media pages
b) on streets, buildings, and vehicles
c) only in emails
d) only inside shops
14. Which of the following is an example of outdoor advertising?
a) a newsletter sent by email
b) a pop-up on a website
c) a billboard on a highway
d) a radio interview
15. Where is indoor advertising usually placed?
a) on the roofs of houses
b) on car doors
c) in retail outlets, airports, and train stations
d) on roadside billboards
16. What are POS materials in indoor advertising?
a) TV commercials and radio jingles
b) life-size figures, branded display cases, stands, and posters
c) pop-up windows on websites
d) SMS messages to customers
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17. Which company launched an advertising project at Pulkovo airport?
a) RT-Invest Transport Systems
b) Russ Airport Media
c) Gemotest
d) Beeline
18. What are push notifications?
a) long articles in newspapers
b) phone calls from salespeople
c) short pop-up messages on a computer or gadget screen
d) posters in shopping centres
19. Which service in the text is given as an example of sending push
notifications?
a) Ozon
b) Yandex.Taxi
c) Gemotest
d) Sber
20. What is a pop-up in online advertising?
a) an email signature
b) a window with an advertising message over the website page
c) a banner on a bus stop
d) a logo printed on a package
21. Why should pop-ups be used carefully?
a) they are too cheap
b) they are not visible on screens
c) they can irritate website visitors
d) they do not work on mobile phones
22. What does mobile advertising include according to the text?
a) only TV ads
b) messages, ads on mobile sites, and ads in apps and games
c) only printed flyers
d) only radio announcements
23. Why is mobile advertising called the fastest way to reach the audience?
a) because people rarely use the internet
b) because phones are used constantly
c) because TV is too slow
d) because radio is very expensive
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24. Which company has integrated advertising into its mobile app?
a) Russ Airport Media
b) Sber
c) RBC
d) Polina Gagarina
25. How does advertising with bloggers and opinion leaders work?
a) bloggers pay the client to use the product
b) the client contacts an influencer who promotes the product to their audience
c) only newspapers write about the product
d) the product is advertised only on billboards
26. What is email advertising?
a) posters in the subway
b) promotional messages sent via email
c) messages on billboards
d) ads in TV shows
27. Why are email mailings permitted only with the recipient’s consent?
a) because emails are free
b) because the law forbids all emails
c) so that emails are sent to “warm” customers who subscribed
d) so that emails are never opened
28. What does Gemotest advertise in its mailing list?
a) airline tickets
b) mobile phones
c) tests that can be ordered from the laboratory
d) new cars
29. What is spam in the context of email advertising?
a) emails sent only to friends
b) emails sent to purchased or illegally collected databases
c) emails with no images
d) emails that contain a promo code
30. Why is spam unlikely to benefit a business?
a) because no one has an email address
b) because people don’t know how to read
c) because unwanted emails usually annoy people
d) because spam is always too short
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2. Answer the following questions:
1. How do publicists persuade audiences?
2. What does attract most PR practitioners to the industry?
3. What does the term “earned media” refer to?
4. What is the aim of PESO model?
5. What components does PESO model include?
Listening
Listen to Barbara Hunter speaking on the qualities of PR practitioners
and do the task below:
https://rutube.ru/video/private/834c1c1de17b1e4f5157cf5c4ce569c3/?p=W477
nySBbYbg0W_eHt6_yQ
1. Put qualities Barbara speaking about in the order of their appearance
in her speech:
a) creativity
b) able to express yourself
c) sense of humor
d) honesty
e) collaboration
f) follow through
2. Express your opinion of these qualities and give your order of priorities
if possible.
3. Match the words and phrase from the recording with the correct
meaning.
1) collaboration
a) the ability to make or otherwise bring into existence
something new, whether a new solution to a problem, a
new method or device, or a new artistic object or form
2) creativity
b) is commonly used in English to describe the act of
completing a task or seeing something through to its end
3) to express oneself
c) the process of two or more people or organizations
working together in a field to achieve common goals,
where knowledge is shared, learning takes place and
agreement (consensus) is reached
4) to follow through
d) communicate one's thoughts or ideas and give
expression to one's feelings in creative or artistic activity
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Speaking
Summarize the main ideas of the text. You can use answers to the
questions in the previous exercise and the following map:
Some useful phrases to help you:
The article puts forward …
The article gives some facts about …
At the beginning, the author points out …
Then the author goes on the problem …
The final paragraph states that …
In my opinion …
Public Relations quiz
1. What is the primary goal of Public Relations (PR)?
a) increase sales and revenue
b) create engaging advertisements
c) build and maintain a positive image and reputation
d) conduct market research
2. Which of the following is an essential aspect of Media Relations in PR?
a) creating advertisements for print media
b) sending press releases to journalists
c) managing internal communications
d) conducting customer surveys
3. What does CSR stand for in the context of Public Relations?
a) Corporate Social Responsibility
b) Customer Satisfaction Report
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c) Community Support Resources
d) Crisis Solutions and Recovery
4. Which PR function is responsible for handling and mitigating negative
incidents and crises?
a) Media Relations
b) Event Management
c) Reputation Management
d) Crisis Management
5. Which PR activity involves creating and organizing events to enhance the
organization’s visibility and reputation?
a) media monitoring
b) corporate social responsibility
c) event management
d) internal communications
6. What is the term used for planned communication to inform the media and
public about an organization’s news and updates?
a) news reporting
b) media management
c) crisis communication
d) press release
7. Which type of PR communication aims to improve relationships and
understanding between an organization and its employees?
a) media relations
b) crisis communication
c) internal communications
d) investor relations
8. What is the purpose of a crisis communication plan in PR?
a) to create a crisis for the organization to test its response capabilities
b) to outline how to handle and communicate during a crisis situation
c) to promote the organization’s products during a crisis
d) to increase media coverage during a crisis
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