- •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
Outdoor and billboard
Although some people are sure that this type of advertisement is distracting, spoils the view of modern cities and is traffic hazard, it is highly flexible, medium-cost and is excellent for reminder advertising. Moreover, the message can be placed close to the point of sale and it is available twenty-four hours a day. The basic requirement for this type of ad is that the message should be easy to understand, so it is necessary to limit the copy and avoid unnecessary detail.
Scanning
Scan the text to say if the following statements are true or false
Newspapers offer great flexibility because ads can be inserted or removed with only a few days’ notice.
Newspapers have a long life.
A particular disadvantage of magazines is their selective readership.
Magazines offer a high degree of geographic selectivity.
Most magazines are printed on pulp paper and provide excellent colour ads.
Word Study
Translate the following lexical units from the text from English into Russian
general goal; increase sales; basic media; strengths and weaknesses; advantages and limitations; well-defined area; geographical selectivity; intense coverage of the local market; obtain; flexibility; be inserted; be removed from…;with only a few days’ notice; feasible; circulation costs; be hastily read; pulp paper; the quality of reproduction and colour; manufacturers; selective readership; enhance; selective market segmentation strategy; be available, be read in a leisurely fashion, provide excellent colour ads, lack; infrequency.
Translate the following words and word combinations from Russian into English
увеличивать объем продаж; основная цель; основные СМИ; преимущества и недостатки (2); территориальная избирательность; точно определенная территория; подробное освещение состояния рынка товаров; приобретать; быть добавленным; быть извлеченным; гибкость; в короткий срок; реальный (выполнимый); расходы на сбыт тиража; быть просмотренным вскользь; бумага плохого качества; производители; определенный круг читателей; качество воспроизводства и цвета; усиливать; стратегия сегментации рынка; быть в наличии; быть прочтенным без спешки; предлагать рекламу с отличным качеством цвета; не доставать чего-либо; гибкость; нерегулярность.
Match the words with their definitions
a. general goal 1. to increase
b. strengths and weaknesses 2. rough, of a bad quality
c. obtain 3. be short of ….
d. be inserted 4. get
e. be removed 5. be at somebody’s disposal
f. feasible 6. be included
g. pulp 7. pros and cons
h. manufacturer 8. reasonable
i. enhance 9. be excluded
j. be available 10. ultimate aim
k. lack 11. Producer
Explain the meaning of the following words
geographical selectivity
an intense coverage of the market
flexibility
circulation costs
selective readership
selective market segmentation strategy
to be read in a leisurely fashion