12* Say if the statements are true or false. Prove your point.

1. Newspapers offer great flexibility because ads can be inserted or removed with only a few days' notice.

2. The newspaper has a long life - nothing is quite so sta­ble as old news.

3. A particular disadvantage of magazines is their selec­tive readership.

4. Magazines offer a high degree of geographic selec­tivity.

5. Most magazines are printed on pulp paper and provide excellent colour ads.

6. Direct mail permits the most selectivity of any media.

7. Direct mail offers particular advantages to big firms that cannot afford mass media advertising.

8. Television offers the great advantage of appealing through both the eye and the ear.

9. The automobile manufacturers use only TV commer­cials.

10. Radio is very flexible geographically, so that a nation­al firm can pick the areas where it wants to concen­trate efforts.

11. Television offers low-cost advertising; millions can be viewing-a program and its commercials at one time.

12. The automobile companies have been the major users of outdoor advertising.

13* Complete the sentences matching the beginning of the sentence with one of the endings.

1. The general goal of advertising is__________________.

2. The function of advertising is_____________________ .

3. A particular advantage of magazines is J______:______.

4. Magazines also offer a high degree of______________ .

5. Most magazines are printed on____________________.

6. Direct mail offers particular advantages to________.

7. Television offers the great advantage of appealing through_________________.

8. As millions of people are viewing a program and its commercials at one time television offers tremendous

9. The automobile manufacturers use_________________.

10. Radio advertising is cost-effective and very flexible______________.

a. both the eye and the ear

b. geographic selectivity

с to inform and influence people's behaviour

d. magazines, TV and billboard advertising

e. geographically

f. impact

g. good paper h. smaller firms

i. to increase sales

j. their selective readership

Unit 4. DISCUSSION

14* Read the following text and pick out the expressions in bold type to fill in the Useful Language box below, con­taining six sections for six language functions. Advertising

It is a well-known fact that advertising informs con­sumers about the existence and benefits of products and serv­ices, and attempts to persuade them to buy them.

Large companies could easily set up their own advertising departments, but they tend to hire the services of an advertising agency. The client company in the first place decides on its advertising budget, the amount of money it plans to spend in developing its advertising and buying media time or space. Next it provides a brief or a statement of the objectives of the advertising, and finally it gives an overall advertising strategy concerning what message is to be communicated. The choice of how and where to advertise (newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings (GB) or billboards (US), point-of-pur­chase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a media plan. The advantages and disadvantages of each medi­um must be weighed up because each medium has its own characteristics and covers different areas of a potential mar­ket. More than that when a firm has selected the means of delivering the message it must decide on the number of times the advert should be displayed.

The set of customers whose needs a company plans to sat­isfy, and therefore to expose to an advertisement is known as the target market.

In general the advertising of a particular product or serv­ice during a particular period of time is called an advertising campaign.

Favourable mentions of a company's products or services, in any medium read, viewed or heard by company's customers or potential customers that are not paid for, are called pub­licity.