- •Федеральное агентство по образованию
- •Содержание
- •Введение
- •Unit I. Advertising Campaign (Part 1)
- •1. Note the pronunciation of the following words
- •2. Watch the pronunciation and spelling of the words and word-combinations
- •Identifying and analysing the adverising target
- •Defining the advertising campaign
- •1. Say whether the following statements are true or false
- •2. Answer the following questions
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Find the words and word-combinations that mean approximately the same in the text, use these lexical units in the examples of your own
- •4. Find the odd-one-out
- •5. Fill in the gaps using the words and word-combinations
- •6. Translate the following sentences from Russian into English using the active vocabulary
- •1. Use the following words and word-combinations to make up a summary of the text (not more than 15 sentences)
- •Creating the advertising platform
- •Determining the advertising appropriation
- •Executing the campaign
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Find the words and word-combinations that mean approximately the same in the text, use these lexical units in the examples of your own
- •4. Fill in the gaps using the active vocabulary
- •5. Translate the following sentences from Russian into English
- •1. Use the following words and word-combinations to summarize the main ideas of the text (not less than 15 sentences)
- •1. Note the pronunciation of the following words
- •Evaluating the effectiveness of the advertising
- •1. Say whether the following statements are true or false
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Define the following words and word-combinations, use them in the examples of your own
- •4. Find the words and phrases that mean approximately the same in the text
- •5. Complete the following sentences using the lexical units from the previous exercises
- •1. Complete the following sentences
- •2. Answer the following questions
- •Advertising Campaign (Part 4)
- •1. Before you listen to the Dialogue match each word on the left with a word on the right to create a phrase connected with advertising
- •2. Listen to the Dialogue between two speakers and answer the questions below. Then listen again and check your answers
- •Unit II. Media-planning
- •1. Translate the following lexical units from English into Russian
- •2. Translate the following word combinations from Russian into English
- •3. Find words and phrases in the text that mean the following
- •4. Fill in the gaps using the words from Word Study exercises
- •5. Choose the most suitable word from the words in brackets to complete these sentences
- •Unit III. Advertising Media (Part 1)
- •Newspapers
- •Magazines
- •Outdoor and billboard
- •Illustrate the meanings of the phrases in the sentences of your own.
- •Advertising Media (Part 2)
- •Direct mail
- •Television
- •1. Translate the following lexical units from the text from English into Russian
- •2. Translate the following lexical units from the text from Russian into English
- •2. Fill in the table with the possible strong and weak points of different kinds of media from the list below
- •Unit IV. Advertising Agencies (Part 1)
- •1. Check the pronunciation of the following words in the dictionary
- •2. Watch the pronunciation and spelling of these words and word-combinations
- •Types of advertising agencies
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Find the words which mean approximately the same in the text, use them in the examples of your own
- •4. Define the following notions
- •5. Fill in the gaps with the lexical units from the exercises 1, 2
- •6. Translate the following sentences from Russian into English using the active vocabulary
- •1. Use the following words and prepare the summary of the text
- •Advertising Agencies (Part 2)
- •1. Check the pronunciation of the following words in the dictionary
- •2. Watch the pronunciation and spelling of these words and word-combinations
- •The structure of an advertising agency creative department
- •Account service
- •Creative services’ “production”
- •Other departments and personnel
- •Advertising interns
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •3. Find the words in the text which mean approximately the same, use them in the examples of your own
- •4. Define the following notions
- •5. Complete the following sentences with the lexical units form the previous exercises
- •1. Finish the following sentences using the information from the text
- •2. Answer the following questions
- •Advertising Agencies (Part 3)
- •1. Check the pronunciation of the following words in the dictionary
- •2. Watch the pronunciation and spelling of these words and word-combinations
- •The work of an adverising agency
- •1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
- •2. Translate the following word combinations from Russian into English, restore the context of the their use
- •3. Define the following notions and use them in the examples of your own
- •1. Use the following words and word-combinations, prepare a summary of the text
- •Informative reading
- •Background
- •Campaign concept
- •Presentation
- •Supplement
- •Теория рекламы
1. Translate the following lexical units from English into Russian
Media plan, aim at…, determine the exact media vehicles, formulate a media plan, select media, draw up a time schedule, ultimate aim, major kinds of media, direct mail, outdoor displays, mass transit vehicles, daytime TV channel, late night TV, take into account, devise a media plan, analyze the location, demographic characteristics of people, appeal to people of different age groups and locations, affect, print media, broadcast media, present issues, offer high quality colour reproduction, full-colour magazine ad, in black and white, complicated process, determine the success of an ad.
2. Translate the following word combinations from Russian into English
Иметь целью сделать что-то, выбрать средства массовой информации, медиаплан, составить медиаплан, определиться с конкретными средствами передвижения, составить расписание, основной, конечная цель, прямая рассылка по электронной почте, уличные рекламные щиты, реклама в общественном транспорте, дневные ТВ каналы, принимать во внимание, разрабатывать медиаплан, проанализировать местоположение, демографические характеристики, обращаться к представителям различных возрастных групп и местопроживания, влиять на …, печатные средства информации, вещательные СМИ, освещать вопросы, предлагать цветное воспроизведение высокого качества, цветная реклама в журнале, черно-белое воспроизведение изображения, сложный процесс, определять успех.
3. Find words and phrases in the text that mean the following
to create a media plan
choose media
the final and most important goal
to take into consideration
to study the location and demographic characteristics of people
to be interesting for people of different age groups
to influence
a difficult process
Use the words and word combinations in sentences of your own.
4. Fill in the gaps using the words from Word Study exercises
a. One of the most important steps in an advertising campaign is a … .
b. The basic objective of media-planning is to … and dates to be used.
c. A media-planner selects the media for the campaign to … .
d. Another task for a media-planner while formulating a media-plan is to … .
e. Radio, television, newspapers, magazines and direct mail are … .
f. A lot of factors should be … when a media-planner … .
g. Different media … the people of different age-groups and locations.
h. The content of the message … the choice of media.
i. Magazines and TV usually offer … .
j. The ads of food products are less effective … .
5. Choose the most suitable word from the words in brackets to complete these sentences
Viacom Outdoor is an advertising company that specializes in placing adverts on (billboards / public transport / television) such as buses.
Some perfume companies provide (leaflets / commercials / free samples) so that customers could try the perfume on their skin before they buy.
Advertising companies spend a lot of money on creating clever (slogans / directories / mailshots) that are short and memorable such as the message for the credit card, Access: “Your flexible friend”.
Celebrity (exhibition / research / endorsement) is a technique that is very popular in advertising at the moment.
If news about the product comes to you by (the word of mouth / press / the Internet), someone tells you about it rather than you seeing an advert.
If you have something to sell, you can (target / place / launch) an advert in the local paper.
After-reading questions
Answer the following questions
What role does a media plan play in an advertising campaign?
What is the basic aim of a media plan?
What should a media-planner do to formulate a media plan?
What is the ultimate aim of the media planner?
What does a media planner do at the very beginning of an advertising campaign?
What are the major kinds of media?
What are the kinds of media, a baby food producer might use, to present his products?
What factors do media planners take into account when they devise a media plan?
Why are the location and the demographic characteristics oft he people in the advertising target especially important for media-planners?
In what way does the choice of media depend on the content of the message?
Talking Point
Discuss the following questions in groups of 3 or 4. Choose the speaker who will represent your ideas to the class. Share your ideas with the class.
Why is a media plan a crucial step in an advertising campaign?
Do you agree that the message influences the choice of media? Give your own examples to illustrate your viewpoint.
What types of media would you use to advertise the following objects: a new scientific project of your own, a “special” dish cooked by your Grandmother, a new soap-opera, flowers, a novel written by your friend? Comment on your choice.
Speaking
Prepare a monologue on the following topic: “10 tips on how to make media-planning more effective”. Don’t forget to use active vocabulary!
Prepare a dialogue using the following instructions
Student A. You are the director of an advertising agency which has just failed an advertising campaign. You are sure that media-planning wasn’t effective enough.
Student B. You are a media-planner. The advertising campaign you were in charge of has failed. Discuss its drawbacks with the Director of the agency. Think about the possible ways of overcoming the deadlock.