- •Text 1 On Newspapers
- •Text 2 Radio bbc: You Can Hear Them All Over the World
- •Text 3 Better Viewing and Listening
- •Revision test 1
- •Text 4 We’ll Be Back after This Break
- •How to Sell Food: a Question of Image
- •Text 5 Advertising: Pros and Cons
- •Text 6 Advertising Tricks
- •1. “Before and after”
- •Text 7 Advertising Media
- •Text 9 Creating Brand Images Is not Easy, Is It?
- •Text 10 Are Brand Names Being Pushed Off the Shelf?
- •Text 11
- •Is Advertising an Evil or a Blessing?
- •Text 12
- •A) Advertising Is a Positive Social Force
- •B) Advertising Is a Negative Social Force
- •Text 13
- •5. Creativity or a Nose for News
- •6. Target Audience or Hooked Editor
- •7. Limited or Unlimited Contact
- •8. Special Events
- •9. Writing Style
- •Text 14 Advertising as a Trade
- •Text 15 Careers in Advertising
- •Text 16
- •Text 17
- •Text 18 How Marketing Works
- •Text 19
- •Text 20
- •Revision test 2
- •Extra activities
- •Topics for reports, discussions and compositions
- •Supplement business letter structure:
- •Model application letter
- •Acknowledgement of the receipt of a letter
- •Список использованной литературы
- •Список интернет источников
5. Creativity or a Nose for News
|
AD: In advertising you get to exercise your creativity in creating new ad campaigns and materials. |
PR: In public relations you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media. |
6. Target Audience or Hooked Editor
|
AD: You’re looking for your target audience and advertising accordingly. You wouldn’t advertise a women’s TV network in a male oriented magazine. |
PR: You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event. |
7. Limited or Unlimited Contact
|
AD: Some industry pros have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the clients at all. |
PR: In public relations you are very visible to the media. PR pros aren’t always called on for the good news. If there was an accident in your company, you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens. |
8. Special Events
|
AD: If your company sponsors an event, you wouldn’t want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in. |
PR: If you’re sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event. |
9. Writing Style
|
AD: Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product. |
PR: You’re strictly writing in a no-nonsense news format. Any blatant commercial message in your communications is disregarded by the media. |
From: A. Duncan. Your Guide to Advertising
Preparing the Text
A. Studying the language
1. Find the English equivalents for the following word combinations and phrases and use them in the situations from the text:
их часто путают, принимая одно за другое; следующие девять характеристик лишь поверхностно отражают существующие различия; бесплатная реклама; освещать событие; срок годности (хранения); независимые СМИ; уметь найти новость; от имени клиента; взаимодействовать с медийными рекламными агентами; печатные издания и средства вещания; целевая аудитория; выступить с заявлением или дать телеинтервью в прямом эфире; выступать от имени компании.
2. Explain the meaning of the following word combinations and phrases:
to promote your company; advertising vs. public relations; ad space; you know exactly when that ad will air; free media exposure; you can run your ads over and over; a third-party article; ad dollars; third-party “ endorsement”; we can create great credibility for our clients’ products; to generate buzz; some industry pros; to show your company is committed to the city; to sponsor an event; buzz words; a no-nonsense news format; blatant commercial messages.
B. Points for comments and discussion
Speak about the nine differences between advertising and PR activities described in the text. Do you know of some others you could add to the list?