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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
41
UNIT 4. ADVERTISING AND PUBLIC RELATIONS:
COMMUNICATION STRATEGIES
Lead in
Discuss the following questions:
1. What do you know about advertising?
2. What types of advertising do you know?
3. What do you know about differences
between ADS and PR?
4. What do you know about similarities of
ADS and PR?
Useful phrases:
In my opinion / to my mind / I think that …
(I know) There are following types of …
As far as I know … I think that …
As far …, I believe that …
In my opinion / in my view / to my mind / to my thinking …
Vocabulary
1. Find out in the dictionary the meaning of the following words, try to
remember them.
disseminating; awareness; editorial; impartial; attracting; in the public eye;
public visibility; communicate an information; conversely
Reading
1. Read this text and find 0ut differences and similarities of advertising
and PR:
TEXT A
PR vs ADS: from definition to functions
Advertising is defined as the means of disseminating information to the general
public, through the media. This can take the form of news, stories, information about
an event or reports that create awareness and credibility with people about a brand, a
product or the company that offers them.
42
The purpose of advertising is to disseminate information or news to as many
people as possible in a minimum of time. This is an unpaid form of communication,
which is not under the control of the company. It can be a positive review about a
product (mobile phone, television, refrigerator, etc.) given by a satisfied customer, or
information published in the newspaper about the quality services provided by a
company, or a simple word mouth, etc.
In a word, advertising has nothing to do with the company's sales; it is about
raising awareness among the general public through editorial or impartial comments
about a product.
Public relations can be understood as a strategic management tool, which helps
an organization communicate with the public. Here, “public” refers to the group of
people who have an interest in or the ability of a company to achieve its business
objectives. It is not only about attracting the attention of the public; it also aims to
achieve the goals of the organization by communicating the message to the target
audience. This includes press releases, crisis management, social media, etc.
Public relations is about maintaining the positive image of the company in the
public eye and developing strong relationships with them. It encompasses a range of
programs organized by the company to promote its products and services.
There are many companies that have a public relations department that
monitors the attitude of the appropriate public and disseminates information to them
in order to increase goodwill. The functions performed by the public relations
department include press relations, corporate communications, consulting, product
advertising, etc.
The difference between advertising and public relations can be clearly
established on the following grounds:
Advertising can be qualified as public visibility, in which news or information
is communicated to the general public in order to gain credibility or raise awareness,
with the help of a channel, namely the media.
43
On the contrary, the term public relations, as its name suggests, is a strategic
management tool that aims to create a positive image of the company in the eyes of
the public.
Although advertising is not under the control of the company, public relations
is entirely under the control of the company.
Advertising can be positive or negative, in the sense that it can be a positive or
negative feedback about the product or service offered by the customer or
controversial news about the company.
Conversely, public relations are always positive, as they are developed and
managed by the company's public relations department.
Advertising is free. as it is done by the third party. On the other hand, in the
case of public relations, the company commits funds to organize events, sponsor
programs, sponsor third parties, etc.
Advertising involves attracting the attention of the media, communicating any
information or news, concerning a product, a service, a person, an organization, etc.
in order to raise people's awareness. On the other hand, public relations seeks to
attract the target audience, with the aim of stimulating the company's sales.
Conclusion. Generally speaking, advertising and public relations are different
from each other, as is the case when someone is noticed by the media and people are
informed about it. Unlike public relations, it is about taking such measures,
maintaining good relations with the interested public, which includes customers, the
government, shareholders, creditors, suppliers, the government, etc.
2. Study the table and comment it on the basis of text material.
Vocabulary
1. Find out in the dictionary the meaning of the following words, try to
remember them.
ancestor; evolutions; promoboy; crier; roame; forerunner; poster artist; perfect;
due to; advertising insert; circulation; human sciences; take into account
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Reading
1. Read the text below and find in it the answers to the following questions:
1. When were publicists and advertisers one and the same?
2. What advertising techniques were used in ancient Greece and Rome?
3. Who were criers and what were they doing?
4. Who was one of the first poster artists?
5. Why was modern advertising born in the United States?
6. When did it happen?
7. What is the date of birth of American advertising courses it?
8. When did advertising become an essential business strategy of a company?
9. What s the name of a scientific theory of advertising?
10. What does modern advertiser take more into account, his audience or
himself?
TEXT B
From the history of advertising
Advertising, has a long history ... From the advertising of our ancestors to the
interactive and multisensory advertising of the XXI century, the promotion of
products and services has undergone multiple evolutions. And it's not over ...
Before the Industrial Revolution, publicists and advertisers were often one and
the same.
But already among the ancient
Greeks, inventors of classical rhetoric,
there were promoboys paid for
advertising, as well as frescoes extolling
the merits of a politician. Later in Rome,
gladiatorial fights were announced
orally. At the same time, in Pompeii, we
walked along walls plastered with
limestone and specially intended for
announcements
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In our regions, the criers, a
highly controlled public service,
organized as a corporation from
1180, embodied advertising alone.
They roamed the streets and
stopped at intersections to announce
the official acts.
They were screaming about funerals, weddings, summonses and lost objects.
Then, from 1415, the goods.
They were in a way the forerunners of modern advertising. Jean-Michel
Papillon (1698–1776) will be one of the first poster artists whose signature is known.
He will also be the first theorist who will try to catalog the iconographic vocabulary
of advertising.
Modern advertising was born in the United States during the nineteenth century
because the vastness of the territory generated the distribution and sending of
catalogs, and the need to publicize its products at a long distance.
In the 1930s, American advertising,
more technical, is opposed to European
advertising more artistic. Thus, we see the
birth in the USA of advertising courses in
business school. Advertising is then
intended to be almost scientific. After the
Second World War, television and cinema
led advertisers to perfect their sales
techniques by using all the possibilities of
media. due to their impact on a very large
audience.
At the end of the century, manufacturers of pharmaceutical products (including
Coca-Cola), railway companies use advertising inserts in newspapers with a large
circulation.
It is from the 1960s and 70s that advertising becomes an essential factor in the
strategy of companies while the consumer society is booming. At the end of World
War II, the human sciences (psychology, sociology, etc.) are entering the advertising
field. A new commercial philosophy supplants the aggressiveness of the
advertisement. A science is taking off: marketing, a kind of scientific theory of
advertising. The advertiser takes into account his audience more than himself. He is
interested in the consumer, who has more and more hobbies.
46
Speaking
Characterize the main periods in the history of advertising with the help of
the scheme below:
47
UNIT 5. BRANDING IN ADVERTISING:
BUILDING BRAND IDENTITY
Lead in
Discuss the following questions:
1. What is a brand for the company?
2. What famous brands do you know?
3. Is there any difference between PR and
branding?
4. What branding tools can you name?
Useful phrases
In my opinion / to my mind / I think that …….
As far as I know…, …, …….
I believe that …
In my opinion / in my view / to my mind / to my thinking …
Vocabulary
1. Find out in the dictionary the meaning of the following words, try to
remember them.
to brand; to identify; to stand for; trade mark; legal protection; logo; brand
experience; unique; brand image; brand owner; brand manager; advertising media;
co-branding; brand vision; exposure
2. Match the words with their definitions.
1) brand ambassador
a) the impression (good or bad) your brand has made on your target
audience from every channel of interaction
2) co-branding
b) a name, mark, or symbol that represents an idea, organization,
publication, or product
3) brand owner
c) brand’s reputation, personality, values, and visual and verbal
elements
4) logo
d) a strategic partnership between two or more brands that aims to
leverage each other’s strengths and resources for mutual benefit
48
5) legal protection
e) a person or business that owns a mark and gives the rights to use such
a mark to licensees developing a licensed product
6) brand experience
f) an easily recognizable symbol, phrase, or word that denotes a specific
product
7) brand image
g) a person hired by the company to represent the brand in the positive
light and promotes its offerings of products and services
8) trade mark
h) the direction of legal influence aimed to protect public relations, their
inviolability and, accordingly, the displacement of relations alien to
society
Reading
1. Read this text and find out information about:
- Real brand importance for the company public outlook.
- Examples of evergreen brands.
- What is branding about?
- Which one is more important, PR or branding, in the company life?
TEXT A
Brand, branding and PR
Your brand is the foundation of your company — your shop window. It’s
everything that makes your company unique and sets it apart from competitors.
Your brand is the full expression of your
organization — the public’s perception of how
you look, sound, and act. Ultimately, your
brand is your reputation.
Contrary to popular belief, your brand is
much more than your logo alone. The strongest
brands are designed to be long-lasting and
evergreen. Particularly in the fast-moving and
ever-evolving tech industry, your brand should
serve as the anchor that steadies your
organization when all other aspects of your
world are in flux.
And while brands do get facelifts every once in a while (Slack recently
unveiled a new identity), they shouldn’t be so fluid that they change every time the
wind blows.
49
Take Nike, for example. Most people could recognize the Swoosh anywhere.
But the Nike brand experience is about a
lot more than just their logo. Alone, it looks like
little more than a stylized checkmark.
What makes Nike, *Nike*, is the meaning that’s been carefully built into that
symbol — and every other brand touchpoint — over time.
There are many definitions of branding, but it’s not just about the logo or
slogan. Branding is the strategic work that goes into forming this reputation and how
you present yourself to the world. It’s the sum total of your story, your visual
identity, and the messages you share.
Branding is about creating an identity and perception. It is your story, based on
your business mission and core values. What do you stand for? How do want people
to think about you when they see your name or logo?
Branding is about building trust and loyalty. To build a strong brand, you need
to talk to your audience regularly, honestly, and in the same clear way every time.
Real trust comes from what a brand does, not just what it says. Your brand message
should look and sound the same on all platforms. Your printed materials should use
the same font, colors, and style as your website and online ads. This consistency
helps people recognize you fast, and that familiar feeling helps them trust your
product or service.
When people trust a brand, they usually stay with it. They know what kind of
experience they will get each time, so they feel safe choosing it again and again.
But there’s more: branding is also about the people inside your company. A
strong brand helps employees feel connected and proud. They feel they are part of
something bigger, not just doing a random job.
So what is public relations from this point of view?
The Public Relations Society of America (PRSA) says PR is “a strategic
communication process that builds mutually beneficial relationships between
organizations and their publics.” In simple words, PR is about how you talk to the
people who matter to your business, and how you build good relationships with them.
PR is the plan and the tools you use to show your brand message to the right
people. It helps you promote your company, increase awareness, build a good
reputation, create loyalty, and, in the end, boost sales. PR is also about turning your
experts into leaders in your field, getting new contacts, bringing visitors to your
website, making people curious about your products or services — and then turning
that interest into real sales and long-term customers.
50
Good PR must be flexible. Your business goals change, so your PR must
change too. PR goals are usually more concrete than branding goals. For example, a
PR goal can be to launch a new product or to increase sales in one region. In other
words, PR is very focused on clear, visible results.
Branding, on the other hand, needs stability. Your brand message should stay
consistent over time, even while your PR campaigns change and grow.
So which is more important?
You actually need both. PR and branding are different, but they work together.
PR is about telling stories that make people interested in your product or service.
Branding is about making sure they remember who you are.
But while the goals of each are different, it’s a symbiotic relationship — a
partnership. Your business thrives when branding and PR align.
Listening
1. Listen to the report and say whether these sentences are true (T) or false (F):
https://disk.yandex.ru/d/BGU3tyPoFHfa_w
A. Google is the world’s most valuable brand
T/F
B. Google is named the world’s most powerful brand for the first time
T/F
C. McDonalds is the fifth most powerful brand in the world
T/F
D. “To Google” is now part of the English vocabulary
T/F
E. A report says a company’s brand name is actually not that important
T/F
F. The report says a brand name can help a company grow in the future
T/F
G. The report says tough times help a brand to become more important
T/F
H. The value of brands worldwide has decreased to just under $2 trillion
T/F
2. Listen again and check your answers to Exercise 1.
3. Put the words into the gaps in the text.
Google just keeps … bigger and bigger. The search engine giant is not only
the world’s biggest brand, it is also the first brand … $100 billion. A report
from the market research firm Millward Brown shows Google has kept its …
as the world’s most powerful brand. It … the company at $101.4 billion. This
is 25 per cent higher than its biggest rival Microsoft, which is the second most
valuable brand. The “Top 100 Most Powerful Brands” report lists Coca Cola
at number three, … by IBM and McDonalds. Technology companies … up
eight of the top ten. Google’s brand is helped because it is now also a … in
everyday use. It is very … to hear people say “Google it” when they want
some information
followed
verb
worth
valued
common
getting
position
make
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