Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Иностранный язык в профессиональной деятельности (английский язык)
.pdf
Advertising
The basic idea behind the “marketing concept” is that you make what
you can sell rather than sell what you make. However, the marketing mix
includes promotion that is oriented toward producing a customer for the
product rather than a product for the customer by influencing the customer’s
attitude in various ways. Promotion itself is also considered to be comprised
of four elements: advertising, personal selling, sales promotion and public
relations. Industries and organizations vary greatly with respect to the relative
importance they place on the different elements in the promotion mix. For
instance, in the cosmetics world Avon Products Inc. emphasizes personal
selling while Revlon Inc. emphasizes advertising.
Any paid form of non-personal communication through the mass media
about a product by an identified sponsor is advertising. In other words, it is a
non-personal presentation of goods, services, or ideas aimed at mass audience.
Advertising is used when sponsors want to communicate with a number of
people who cannot be reached economically and effectively through personal
means. It is particularly suitable for products that are widely distributed, such as
convenience goods. The public nature of advertising suggests that the advertised
product is standard and legitimate. Advertising also lets the seller repeat a
message many times, and it lets the target audience receive and compare
the messages of various competitors. Large-scale advertising by a seller says
something positive about the seller’s size, popularity, and success. It is proved
that prospective buyers move through five stages in deciding whether to buy
or make regular use of a product. They are awareness, interest, evaluation,
trial and adoption.
There are several methods of advertising and several media. The method
selected depends upon the product, the distribution channel as well as the type
of information the company wishes to convey about its product. Advertising
managers may choose from the variety of media, those of newspapers,
magazines, radio, television, yellow pages, billboards (outdoor advertising),
direct mail and specialty advertising.
Every advertising medium has characteristics that give it natural advantages
and limitations. For example, television advertising reaches a large audience.
It has the advantage of appealing to the emotions through the senses of sight
and sound. TV commercials are expensive to produce and must be repeated
thousands of times in order to justify the cost of production.
In comparison, some forms, such as newspaper and radio commercials,
can be done on small budgets. In some cases, advertising in the newspaper is
31
more preferable. Newspaper ads can appear on a particular day in a particular
geographic area. It can contain a lot of written details that appeal to the logic of
readers. Almost every household receives a newspaper, either by newsstand or
home delivery. Reading the newspaper is a habit for most families. Sellers can
reach certain types of people by placing their ads in different sections of papers:
sports, comics, crosswords, news, classifieds, etc. People expect advertising in
the newspaper. In fact, many people buy the paper just to read the ads from the
supermarket, movies or department stores. Unlike advertising on TV and radio,
advertising in the newspaper can be examined at leisure. A newspaper ad can
contain details, such as prices and telephone numbers or coupons. From the
advertisers’ point-of-view, newspaper advertising can be convenient because
production changes can be made quickly, if necessary, you can often insert a
new advertisement on a short notice. Another advantage is the large variety of
ad sizes newspaper advertising offers. Although there are some disadvantages
of this medium. Newspapers are usually read once and stay in the house for
just a day. The print quality of newspapers isn’t always the best, especially for
photographs. So simple artwork and line drawings would bring best results.
The page size of a newspaper is fairly large and small ads can look minuscule.
Your ad has to compete with other ads for the reader’s attention.
Many of the same “print” type principles applied to newspaper advertising
can also be applied to magazine advertising. One of the main differences is
that magazines are usually weekly or monthly publications instead of daily.
Another difference is the quality of the pictures and paper, which are superior
to newsprint. Advertising messages are more image-oriented and less priceoriented. Although most magazines are national in nature, many have regional
advertising sections.
Radio is a personal advertising medium. Station personalities have a good
rapport with their listeners. If a radio personality announces your commercial,
it’s almost an implied endorsement. Radio is a relatively inexpensive way of
reaching people. It can also support printed advertising and the advertiser’s
message will become twice as effective. On the other hand, one can’t review a
radio commercial and as there are many radio stations, advertisers have to be
specific in choosing the proper one to reach the target audience.
Advertising in Yellow Pages gives customers a method of easily locating
and contacting the advertiser and helps understand the difference between
rivalry firms. It is an inexpensive medium, since one ad works all year long. The
drawback is that the advertisers must commit to an entire year of advertising
and constantly compete for the prospect opportunity of comparing.
32
Outdoor advertising is usually associated with colourful billboards along
the streets and highways. Outdoor advertising also includes street furniture
(benches, bus-shelters, posters, signs) and transit advertising (the advertising
on buses, subways, taxicabs and trains). This means of advertising is rather
cheap and effective because it reaches a large audience. Its messages work on
the advertising principle of “frequency.” Since most messages stay in the same
place for a period of a month or more, people who drive by or walk past to
see the same message a number of times. Outdoor advertising is an excellent
adjunct to other types of advertising you are doing. In fact, it is most effective
when coupled with other media. But as outdoor advertising is a glance medium,
messages must be brief to fit in a 2-3 second time frame.
Direct mail is a promotional message that outwits traditional media (newspaper, radio, TV) and appeals directly to an individual consumer. The audience
must be rightly defined. Message should attract the reader’s attention with
colour and creativity. Clear, comfortable writing will make the appeal easy to
respond. And of course, the mailing should be coordinated with other advertising media. It can significantly increase the potential return.
“Giveaways” – the pencils, pens, buttons, calendars and refrigerator
magnets you see everyday – are called “specialty advertising” in the advertising
business. Businesses imprint their name on items and give them away (or
sometimes sell them at very low cost) in order that customers notice their name
enough times on the item to build “top-of-the-mind” awareness. So when
you need a restaurant, for instance, you think of their name first. Advertiser’s
task is to think of an interesting item to put the name on and to work out an
excellent distribution plan (whether advertiser is going to send giveaways to
each customer through the mail or just put them in a big bowl that says “take
one”?). Specialty advertising is a unique way to generate goodwill and put your
name on items that people remember.
Being very expressive, advertising on the one hand can be used to build
up a long-term image for a product and, on the other, to trigger quick sales.
Although it reaches many people quickly, the shortcoming is that advertising
is impersonal and cannot be as persuasive as a company salesperson. It is able
to carry on only one-way communication with the audience, and the audience
does not feel that it has to pay attention or respond. In addition, advertising
can be very costly. In general, advertising works best when the demand for a
product is increasing and when there are real differences between two or more
similar products. The purpose of advertising is to communicate information
that convinces a customer to buy a specific product. There is no one best way
33
to advertise product or service. It is important to explore various advertising
media and select those, which will most effectively convey the message to
customers in a cost-efficient manner.
Vocabulary
marketing concept – концепция маркетинговой деятельности, прин-
ципы осуществления мероприятий по продвижению товаров к потребителю
to be comprised of syn to consist of syn to include – состоять из
personal selling – деятельность торговых представителей (тех, кто
работает в непосредственном контакте с потребителем)
sponsor – спонсор, финансист (лицо, организация, финансирующие
какое-л. мероприятие, организацию в благотворительных целях или в
обмен на размещение рекламы);
to reach the target audience – доходить, достичь, охватить целевую
аудиторию
convenience goods – товары повседневного спроса (общедоступные
товары, покупаемые часто, в небольших количествах и с минимальными
затратами времени на принятие решения (напр., еда, газеты, сигареты
и т. д.); данная группа товаров включает в себя основные товары постоянного спроса, товары импульсной покупки, товары для экстренных
случаев); syn. day-to-day goods, low-involvement products
legitimate – законный, легальный; настоящий, неподдельный
a message – послание, основная тема, идея, сообщение, заявление
a competitor – соперник, конкурент
large-scale – широкий, масштабный; крупномасштабный;
prospective buyer – возможный/ потенциальный/ предполагаемый
покупатель
awareness – уровень информированности /осведомленности по-
требителей о бренде
evaluation – оценка, определение (качества, важности, пригодности);
оценивание; анализ
trial – испытание, исследование, проверка, проба
adoption – принятие; усвоение
the distribution channel – канал распределения, совокупность незави-
симых организаций, участвующих в процессе продвижения товара или
34
услуги от производителя к потребителю; syn. marketing channel, market
channel, marketing outlet
direct mail – прямая почтовая рассылка (метод маркетинга, при ко-
тором компании рассылают рекламные материалы и образцы своей
продукции потенциальным покупателям)
specialty advertising – подарки с фирменным логотипом в качестве
напоминания (календари, кружки, ручки)
advantage – преимущество; превосходство; успех, выгода; польза;
выигрыш, достоинство
limitation – ограничение, предел, граница, недостаток
appeal to – привлекать, притягивать; влечь, манить, нравиться; ин-
тересовать
commercial – рекламный ролик на ТВ или радио
newsstand – газетный ларек, киоск; syn. news stalls
home delivery – доставка на дом приобретенных товаров
classifieds – газетные объявления по тематическим категориям
unlike – в отличие от
convenient – удобный, подходящий; пригодный
on a short notice – сразу, быстро, без предупреждения
artwork – заготовка, оригинал-макет, фотошаблон, подготовленный
для печатного воспроизведения материал, например иллюстрация, открытка и т. п.
line drawing – рисунок карандашом
minuscule – очень маленький, крохотный
to compete – конкурировать; соперничать
apply to – относиться, обращаться, применять(ся), использовать
station personalities – ведущие на радиостанции, телестанции, волне,
канале
have a good rapport with – быть в тесном контакте с кем-л.
announce – объявлять; сообщать; анонсировать; оповещать; изве-
щать; заявлять; давать знать; возвещать
an implied endorsement – практически реклама с участием знаменитости
prospect – потенциальный/ предполагаемый клиент, подписчик;
покупатель
bench – скамейка, скамья, лавочка
sign – вывеска, знак
35
transit advertising – транзитная реклама, реклама на общественном
транспорте (внутрисалонные и наружные рекламные планшеты на задней, передней и боковой сторонах транспортных средств; плакаты на
станциях, остановках)
adjunct – прилагаемый; дополнительный, вспомогательный
imprint – печатать логотип, эмблему
to trigger – вызывать, запускать, развязывать
shortcoming – дефект; изъян; недостаток; минус; слабое место
persuasive – убедительный
costly – дорогой, дорогостоящий, богатый, пышный, роскошный,
шикарный; syn expensive, dear, pricey, pricy, high-priced, high-end, upmarket
convince – убеждать, уверять (в чем-л.), доводить до чьего-л. сознания
to explore – исследовать, рассматривать, изучать, анализировать,
разведывать, выявлять, выяснять, пробовать, экспериментировать
to convey – сообщать, передавать (ощущения), выражать
cost-efficient – эффективное/ экономное использование ресурсов
Task 2.15 Match the marketing terms with words and phrases which have
the same meaning.
1. market forces A. amount available for sale
2. desire B. consider more important
3. delivering C. customers
4. concept D. demand
5. consumers E. distribution
6. promotion F. methods to increase sales, like
advertising
7. consumption G. notion
8. supply H. part
9. segment I. purchase
10. emphasize J. supply and demand
Task 2.16 Match the meaning and the advertising term.
The use of paid commercial messages for the purpose of
selling messages and ideas
The activity of personally helping and convincing
prospective buyers to purchase an idea, product or service
An older or used product which is being exchanged for a
newer model.
Mass market, a large population exposed to media
advertising
36
Personal selling
Wide audience
General public
Free sample
A certificate which is usually cut out of a newspaper or
magazine advertisement and which allows a customer to
purchase a product at a lower price
A small amount of a product distributed to potential
customers at no charge
includes most people in a society, a mass market Advertising
A bonus or additional item which a customer receives at
no extra cost when he purchases a certain item.
convincing or encouraging a customer to buy a product Trade-in
A brochure, a folded paper or small book which gives
information about a product.
Pamphlet
Stimulation
Premium
Coupon
Task 2.17 Find the equivalents to the following words in the text and learn
to use them.
1. наружная реклама
2. быть в тесном контакте с кем-либо
3. товары повседневного спроса
4. укладываться в (короткое) время
5. рекламный ролик
6. целевая аудитория
7. продвижение
8. торгово-промышленный раздел объявлений в справочниках, «жел-
тые страницы»
9. реклама с участием знаменитости
10. подарки, бесплатная раздача, викторина на радио или ТВ с раз-
дачей призов
11. подарки с фирменным логотипом в качестве напоминания (ка-
лендари, кружки, ручки)
Task 2.18 Rewrite the following sentences, replacing the words and
expressions in italics with expressions which have the same meaning: appeals,
commercials, convenience, convince, emphasized, targeted, individually tailored
to, impact, lure, mass, shelf space
1. In the past marketing highlighted sales.
2. If the product must be designed for the purchaser, the salesperson must
be able to sell exactly what the customer needs.
3. A program to increase market share may also include convincing a
retailer to allow display area more display area in the store for the product.
4. A company then needs to attract customers from the competition.
37
5. Advertising attempts to influence the customers’ buying habits so that
they will purchase the product being advertised.
6. Advertising is suited to products which are widely distributed.
7. Advertising is a good way to sell consumer goods.
8. Television advertising calls to the senses of sight and sound.
9. Audiences see and hear television advertisements.
10. Promotion attempts to persuade the customers to purchase.
11. Advertising is aimed at many listeners and readers.
Task 2.19 Rewrite the following sentences, replacing the words and
expressions in italics with expressions which have the same meaning: discount,
distribution, market research, medium, pamphlet, personal selling, purchase,
segment, time utility, trade-in.
1. If you purchase 100 units of this product, you will receive a 10%
__________ off the total cost.
2. __________ is effective when the product is tailored to the particular
customer.
3. __________ indicates that customers who purchase large automobiles
have large families and usually earn higher than average salaries.
4. As an advertising __________, radio is less expensive than television.
5. This __________ will describe the features and characteristics of this
stereo system.
6. Our advertising has been aimed at that __________ of the population
between the ages of 20 and 35.
7. If advertising can keep the name of the product in the customer’s mind,
he will be stimulated to __________that product when he sees it.
8. This 1965 Volkswagen was used as a __________ on a new Toyota.
9. Newspaper advertisements appear on certain days in certain areas. They
have __________ and geographical 10 __________.
Task 2.20 Match the words on the left with words and phrases having the
same meaning.
1. demand A. attract
2. supply B. consumer desire to purchase product
3. tailor C. convince
4. persuade D. design for a particular customer
5. justify E. have an effect on
6. lure F. maximum number of viewers or readers
38
7. mass
audience
8. media H. prove or show that something is reasonable
9. time utility I. quantity of items available for sale
10. influence J. usefulness at a certain time
G. methods to convey information
Speaking and Writing
Task 2.21 In advertising it is more effective to choose a combination of
methods. Choose an ad and explore the advertising campaign. What methods
and media does it use? Do they reach its target audience? Do they provide
sufficient information? Do they provoke the desire to buy the product? Select
the answer which best completes the meaning of the sentence.
Write a report and present it to the group.
Task 2.22 Read the article and collect advertising goofs in the Russian
advertising. Write a report and present it to the group.
Never underestimate the importance of local knowledge
Be careful when your advertisement is translated into other languages
When the famous Pepsi Cola slogan ‘Come alive with Pepsi’ was translated
into Mandarin, they were actually offering to bring Chinese ancestors back
from the grave!
Some Major Advertising Translation Goofs
1. The Dairy Association’s huge success with the campaign “Got Milk?”
prompted them to expand advertising to Mexico. It was soon brought to their
attention the Spanish translation read “Are you lactating?”
2. Coors put its slogan, “Turn it loose,” into Spanish, where it was read as
“Suffer from diarrhea”.
3. Scandinavian vacuum manufacturer Electrolux used the following in an
American campaign: “Nothing sucks like an Electrolux”.
4. Clairol introduced the “Mist Stick”, a curling iron, into German only
to find out that “mist” is slang for manure. Not too many people had use for
the “manure stick”.
5. When Gerber started selling baby food in Africa, they used the same
packaging as in the US, with the smiling baby on the label. Later they learned
that in Africa, companies routinely put pictures on the label of what’s inside,
since many people can’t read.
6. Colgate introduced a toothpaste in France called Cue, the name of a
notorious porno magazine.
39
7. An American T-shirt maker in Miami printed shirts for the Spanish
market which promoted the Pope’s visit. Instead of “I saw the Pope” (el Papa),
the shirts read “I saw the potato” (la papa).
10. When Parker Pen marketed a ball-point pen in Mexico, its ads were
supposed to have read, “it won’t leak in your pocket and embarrass you”.
Instead, the company thought that the word “embarazar” (to impregnate)
meant to embarrass, so the ad read: “It won’t leak in your pocket and make
you pregnant”.
Reading
Task 2.23 Read the text below and answer the questions.
1. Why is personal selling effective in a concentrated market?
2. Why is advertising probably not effective for the sale of industrial goods?
3. Why would personal selling be effective for expensive shopping goods?
4. Why is a salesperson necessary when there is a trade in?
5. What is one difference between sales promotion and personal selling?
6. Which sales promotional activity is similar to personal selling? How is
it similar?
7. How would you classify free samples, premiums, and coupons as types
of sales promotions?
8. What’s the difference between a premium and a coupon?
9. How can displays increase the sales of convenience items?
10. What are two sources of new customers for a product?
11. How might increased advertising help to expand the market?
12. How might advertising help increase market share?
13. What are two personal selling activities of the wholesaler?
14. What kinds of sales promotional activities are aimed at increasing
market share?
15. How should a company decide which promotional activities to use?
The Role and Activities of Promotion
1. Promotion is the aspect of marketing concerned with increasing
sales. Marketing must be considered in making production decisions, and
promotion must be considered in the overall marketing process. Promotion
attempts to persuade and influence the customers’ attitude in various ways. It
is oriented toward producing a customer for the product rather than a product
for the customer. Economists believe price should be determined by supply
40
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]