- •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
2. Translate the following word combinations from Russian into English, restore the context of the their use
оплата, построение паутины знакомств, полный/ всеобъемлющий маркетинг, комиссионные, передавать, цифровое пространство, денежный взнос, многопрофильная корпорация, рекламное агентство, независимое от СМИ; связующая реклама, оформление интернет-сайтов, средства вещания, предлагать ряд услуг, электронная торговля, некоммерческая организация, работать внутри фирмы (без привлечения внешних специалистов по контракту), отчет о выполнении, электронный бизнес, разработка интернет-сайтов, продвижение товара, управлять рекламной деятельностью, стратегия бренда, маркетинг в поисковой сети.
3. Find the words which mean approximately the same in the text, use them in the examples of your own
a. a large business organization consisting of several different companies that have joined together
b. activities or techniques intended to create consumer demand for a product or service
c. business deals on the Internet
d. virtual area where information is presented in the form of changing electrical signals
e. overall advertising
f. the planning and creation of websites
g. to change smth form one form into another
h. a kind of an organization which uses the money it earns to help people
i. to do the work within the organization
j. an amount of money that is paid to smn according to the value of the goods they have sold
4. Define the following notions
sales promotion
a branding strategy
through-the-line (TTL) advertising
social networking
overall marketing
to work “in-house”
the broadcast media
Use these word-combinations in the examples of your own.
5. Fill in the gaps with the lexical units from the exercises 1, 2
As a rule, an advertising agency ___ overall ___, sales ___, branding ___ for its ___.
Full-service agencies get payments for their work, either ___ or ___.
Radio and television, all the ___ ___, pay a ___ .
Full-service, or ___ ___ agencies create ___ advertising.
Interactive agencies offer a ___ of ___, such as creative design, video development, ___ ___, management.
6. Translate the following sentences from Russian into English using the active vocabulary
Рекламное агентство занимается контролем и управлением всего маркетинга, продвижением товара и стратегией бренда.
Рекламное агентство обслуживает разные организации, включая корпорации, некоммерческие организации, а также административные департаменты.
Агентства с полным цикло услуг разрабатывают «связующую» рекламу, которая служит своего рода посредником между СМИ, заплатившими комиссионные, и СМИ, не заплатившими.
Успех интерактивных агентств в наше время объясняется возрастающим интересом к построению паутины знакомств.
В число функций интерактивных агентств входит консультирование по вопросам оформления и разработки сайтов, маркетинговых поисковых систем, рекламы и маркетинга в Интернете, электронного бизнеса и электронной торговли.
After-reading questions
Answer the following questions
What is an advertising agency?
What spheres does an ad agency handle?
What organizations does an ad agency service?
How is an ad agency paid?
What is the difference between a commission and a fee?
What is a full-service agency?
What does a media-neutral advertising agency create?
Why are interactive advertising agencies so successful and popular nowadays?
What services do advertising agencies deliver?
The most successful agencies are companies that cater for business organizations and government agencies, aren’t they?
Are only advertising agencies involved in the advertising?
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.
Is the role of an ad agency important nowadays? In what spheres is it particularly important? Why do people have a need for an ad agency?
If people hear that a person works as an art director, creative director or a copywriter, they don’t take it seriously. It is a common stereotype that the work of such people is not important. What are the reasons for it? Think of the ways how to make it important.
Speaking