- •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
Types of advertising agencies
An advertising agency or ad agency is a service business, which creates, plans and handles advertising for its clients. An ad agency is independent from the client. An agency can also handle overall marketing, branding strategies and sales promotions for its clients.
Typical clients of ad agencies are business and corporations, non-profit organizations and government agencies.
Ad agencies can be different: one or two-person shops, small-sized or medium-sized agencies, large independents, multi-national or multi-agency conglomerates.
Most full-service agencies get fee or commission as a compensation for their work. The fee is a payment which an organization gives to an agency for the work. The commission is usually equal to 15% of the cost of the advertisement. The broadcast media, radio and television pay a commission. Full-service or media-neutral advertising agencies do their work for many types of media. These agencies create through-the-line (TTL) advertising. The “line” is a marker between the media that pay a commission to the agency and the media that do not.
The major type of ad agencies is Interactive Agencies. The success of Interactive Agencies is attributed to the popularity of web sites which are based on social networking.
Interactive Agencies offer a range of different services. Firstly, the agencies consult on the questions of Web Design / Web Development, Search Engine Marketing (SEM), Internet Advertising / Marketing, E-Business / E-Commerce. Besides, the agencies deliver such services as strategy, creative design, video development, management, fulfillment reporting.
Today the most successful agencies are companies that provide advertising and marketing for the digital space. The digital space is a multi-media electronic channel, which translates an advertiser’s message.
Not all advertising is created by agencies; companies that create and plan their own advertising do their work “in-house”.
Scanning
Are the following statements true or false?
An ad agency works under the control of a client.
An ad agency deals with the whole marketing strategies of a brand and promotion of product sales.
Usually rich businessmen, celebrities, politicians are clients of ad agencies.
Ad agencies differ in size: from small, to medium and large ones.
Payments from the media to the agency are called commission and it is equal to 15% of the cost of an advertisement.
Theatres, music-halls- nightclubs and firms pay commission.
Full-service agencies create a certain kind of advertising between the two media which pay for it.
The most popular kind of advertising agencies is Interactive Agencies.
All advertising is created by agencies.
Word Study
1. Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text
a fee; to offer a range of services; Web Development; a commission; a conglomerate; sales promotion; branding strategies; Search Engine Marketing; E-Commerce; the digital space; to handle advertising; a payment; social networking; a media-neutral advertising agency; Web Design; the broadcast media; a non-profit organization; overall marketing; to translate; fulfillment reporting; E-Business; to work “in-house”; through-the-line (TTL) advertising.