- •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 the text from English into Russian, prepare questions with these lexical units, based on the text
to turn a trademark into a brand; accompanying materials; to carry out a sound testing; a product line; to explain one’s demand; sales promotion strategy; POS (point-of-sale) materials; to work out the positions of the market; advertising expenses; patenting; to cater for; comparative analysis; advertising strategies; competitive advantages of the product; to launch the product; implementation; patent testing; BTL (below-the-line) concept; joint efforts; to make a test purchase; positioning of the product; product life cycle; market volume.
2. Translate the following word combinations from Russian into English, restore the context of the their use
проведение, совершить пробную покупку, расходы на рекламу, позиционирование продукта, идея внутреннего рекламирования, оформление патента, объем рынка, сопровождающие материалы, сравнительный анализ, стратегия рекламы, объяснять потребности, конкурентное преимущество товара, провести звуковое испытание, патентное тестирование, стратегия по продвижению товара, средства места продажи, совместные усилия, разработать рыночную позицию (состояние рынка), линия продукта, продумывать, обслуживать, запустить товар, обратить торговую марку в бренд, жизненный цикл товара
3. Define the following notions and use them in the examples of your own
advertising expenses
sales promotion strategy
market volume
competitive advantages of the product
positioning of the product
patent testing
BTL (below-the-line) concept
POS (point-of-sale) materials
After-reading questions
Answer the following questions
How many stages does the work of an ad agency consist of?
Why is it so necessary for a product to go through all these stages?
What are clients and advertisers’ actions at the first stage?
Who provides the advertisers with the information about competitive products at the second stage?
What particular information is provided?
How is the target group analyzed at the third stage? What for?
What is one of the most important factors of sales promotion strategy?
What for is sound testing carried out?
What is a key factor in turning trademark into a brand?
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.
What particular actions does an advertiser implement at each stage? Work out a list of such actions, explain each of them in detail.
If you were responsible for the work of an ad agency how would you organize it? Think of each stage thoroughly!
Speaking
1. Use the following words and word-combinations, prepare a summary of the text
to turn a trademark into a brand
product life cycle
competitive advantages of a product
positioning of a product
advertising strategies
advertising expenses
sales promotion strategy
to cater for
joint efforts
patent testing
to carry out a sound testing
implementation
BTL (below-the-line) concept
POS (point-of-sale) materials
to make a test purchase
2. Imagine the following situation: you are members of an ad agency (art director, creative director, traffic manager, copywriter, account executive, etc). You have an account to develop an advertisement of a particular product (you re free to choose a product). Work in groups of 3 or 4, discuss the work of your ad agency to turn a trademark into a brand. Divide the work into stages, think through each stage. Prepare your discussion, perform it to the group.