II. Comprehension

Ex.1. Answer the questions to the text above:

1. What is the meaning of advertising? What are the functions of it?

2. When and where did the first advertisements appear?

3. What is the difference between informative and persuasive advertising?

4. What are the types of commercial advertising media?

5. What advertisements are the most effective and what are their advantages?

6. What are the functions of advertising agencies?

7. What means are used by advertisers to enhance its influence?

8. Is advertising controlled in the UK?

9. What is advertising industry Code of Practice and how does it work?

10. Is there government regulation of advertising in Russia?

11. Can packaging be considered as an advertising tool?

12. What types of printing advertising is most prevalent in your country? Which do you rely on most for commercial messages and communications?

13. What advertising techniques are used to convince the public to buy the product?

III. LANGUAGE

Ex.1. Match the words to make collocations:

1. Promotional	a. Relations
2. Sales	b. Airtime
3. Brand	c. Share
4. Trademark	d. Protection
5. Market	e. Placement
6. Product	f. Time
7. Commercial	g. Mix
8. Prime	h. Mouth
9. Word of	i. Promotion
10. Public	j. Franchise

Ex.2. Match the following words and word combinations with their definitions:

Slogan, publicity, advertising, testimonial, spot, buzzword, transit advertising, jingle

1. any paid form of nonpersonal communication about an organization, product, service or idea by identified sponsor

2. a written or spoken declaration from an individual certifying the value, excellence or qualities of a product or organization.

3. public notice resulting from mention in the media and verbal communication between people

4. a brief catchword, phrase or motto adopted for advertising a product, service or company

5. a brief announcement, usually a radio or TV advertisement or commercial during or after a program

6. a word or phrase from one special area of knowledge that people suddenly think is very important

7. in-flight commercials

8. a short song or tune used in advertisements

Ex. 3. Insert prepositions:

1. TV networks charge high prices … commercial airtime during popular programmes.

2. The advantage of TV ad is that it can be shown … the whole country.

3. Some ads are shown all … the world.

4. Toys can be advertised … children’s programmes.

5. Advertising … the World Wide Web is a recent phenomenon.

6. Sometimes companies use advertising agencies to carry … their campaign.

7. Successful advertising should be cost-effective … relation to the extra sales.

8. Advertisers often promote the superior quality of their product … testimony of ordinary users or experts.

9. Advertisers should keep their adverts … to certain standards.

10. Disadvantage of direct mail is that cost … unit can be too high.

Ex. 4. Fill in the gaps using some of the words from topical vocabulary:

1. TV _____ are the most expensive because they reach the most people. They use live action, animation or stop-motion techniques.

2. The name, _________ or trademark is repeated again and again until it becomes part of our _________ and even of our vocabulary.

3. Highway and street _________ in public conveyances reach commuters and travelers.

4. The appearance of Internet gave rise to _________ which now irritates all users of Internet.

5. There is a strong emphasis on identification in advertising. Most good stores have a particular look to their ad or a familiar _________ to their _________ on TV or radio that is easily recognizable.

6. A commercial should contain only one ________ because listeners can only retain one sales ________ effectively.

7. _________ advertising in Russia comprises 20% of the whole advertising while in the UK out-of-home advertising is only 5 %.

8. _________ from respected organizations or people are used to support claim of product quality and superiority.

9. Shortages and high cost of energy resources caused a switch to more educational advertising for gas and electricity. Advertising ________ were run directed towards eliminating waste rather than increasing consumption.

10. The essential difference between advertising and _______ is that only advertising is paid by the sponsor.

Ex. 5. Complete the collocations with an appropriate word:

Forecast, media, broadcast, bulletin, edition, coverage, brochure, campaign, manual

1. This is a party political on behalf of the Democratic Party.

2. What time is the next news ?

3. Read the instruction ... before using your new word-processor.

4. What did it say on the weather ?

5. This channel doesn't have very good sports

6. A first of this book is worth a fortune.

g) The mass in most countries is dominated by advertising.

h) When does our new advertising begin?

i) I spent all of yesterday evening looking at this holiday………….

Ex. 6 Read the text and decide which answer (А, В, С or D) best completes each collocation or fixed phrase:

With the advent of so-called ‘Reality TV’, which puts the emphasis on ordinary people doing ordinary things on TV, the BBC has been much criticised for (1) … down its schedules. But it worries me that the biggest victims of this never-ending diet of violent cartoons, immoral dramas and banal docu-soaps are the nation's children. The sheer quantity of TV watched by the under 16's is truly alarming, with the national (2) … for Britain placed at three and a half hours per day. The programmes that are rubbish easily (3) … the programmes that are decent and watchable. There will no doubt be howls of (4) … out there from people who believe that TV is educational. Fast-moving visual images (5) … no useful educational purpose and will be forgotten by the next day. A young family near me has recently taken a (6) … against TV and given their set away. Their children now do something truly educational. They read books.

1. A dimming В dumping С dumbing D duncing

2. A medium В norm С average D par

3. A outdistance В outdo С outreach D outnumber

4. A protest В complaint С objection D disapproval

5. A fill В serve С make D form

6. A position В place С stand D stage

Ex.7 Read the following text and speak about the effective strategy in creating product appeal to the consumers in advertising:

Creative appeals.

Identifying the motivation behind a consumer purchasing an item is key to an effective advertising strategy. Translating this motive into an appeal to the consumer makes effective advertising. Effective advertisements are based on a human need and dramatize how a product or service will fulfill that need. The following list of suggested creative appeals may help you get started on execution development.

1. Highlight a unique product feature that provides a real consumer benefit. When a product has a strong technological or performance capability, this feature can be used as the primary appeal.

2. Show a relative competitive advantage that the consumer would be interested in. When an advertiser’s product is superior in terms of features, performance, supporting services, or image, emphasizing a competitive advantage has proven to be a successful appeal. Great care must be taken to ensure that the attributes selected as a basis for comparison are important to the consumer and that the perceived differential advantage is significant.

3. Perceived price advantage that provides better value to the consumer. Retailers use price appeal advertising more often than do national image advertisers.

4. Major change or breakthrough that makes life better for the consumer. The key to this appeal is that the change is perceived by the consumer as significant enough to be considered “new”.

5. Popularity or market superiority that gives the perception that the product delivers on its promise. Asserting one’s market leadership or popularity is frequently effective. Telling what “everybody else” buys can help sell the product to consumers who are considering among unfamiliar product alternatives.

6. General benefit to the customer of the product. In some instances, the consumer must be convinced of the general usefulness of the product before brand preference becomes important. Another effective tactic by market leaders is to promote the entire category, knowing that the majority of consumers will probably select their product.

7. Unique product information that best serves the needs of the consumer. A popular appeal is to illustrate through the advertisement how the product satisfies a consumer need.

8. Projected savings through product use that alternatives don’t have. Price is not the issue as much as how much the consumer can save by using this product versus the competition or other types of alternatives.

9. Self-enhancement that adds a personal dimension for users. Advertisements with these appeals normally suggest that the products deliver value not because of their utilitarian features but because of their ability to provide ultimate personal benefits.

10. Solving consumers’ fear, anxiety, or guilt through use of a product. This appeal sets up a situation that the product resolves.

11. Trial of product. This appeal usually is used in conjunction with a sales promotion offer. The objective of using this appeal is to get action from the consumer.

12. Secondary benefits provided by the manufacturer or distributor. This type of appeal presents a company in a favorable impression or image for its product.

Review the twelve appeals and try to identify how many may appeal to your product and then think of which appeals may be best and why. Remember that the appeal should respond to the consumer’s needs and perceptions and must recognize the existence of a competitive marketplace.

Ex.8. Read the text and answer the questions given below:

Advertising is a very powerful institution and has been the target of considerable criticism regarding its social and economic impact. Much of the criticism of advertising concerns the specific techniques and methods used by advertisers, as well as advertising’s effect on societal values, tastes, lifestyles, and behavior. Critics argue that advertising is deceptive and untruthful; that it is often offensive, irritating, or in poor taste; and that it exploits certain groups such as children. Many people believe advertising should be informative only and advertisers should not use subjective claims, puffery, embellishment, or persuasive techniques.

Advertising often offends consumers by the type of appeal or manner of presentation used, with sexually suggestive ads and the use of nudity receiving the most criticism. Advertisers argue that their ads are consistent with contemporary values and lifestyles and are appropriate for the target audiences they are attempting to reach. Advertising to children is an area of particular concern, as critics argue that children lack the experience, knowledge, and ability to process and evaluate persuasive advertising messages rationally. Although proposal to severely restrict advertising to children was defeated, advertising to children remains an issue.

The pervasiveness of advertising and its prevalence in the mass media have led critics to argue that it plays a major role in influencing and transmitting social values. Opinions as to advertising’s contribution to values are often very negative. Advertising has been charged with encouraging materialism, manipulating consumers to buy things they do not really want or need, perpetuating stereotyping through its portrayal of certain groups such as women and minorities, and controlling the media.

Advertising has also been scrutinized with regard to its economic effects. The basic economic role of advertising is to provide consumers with information to assist them in making consumption decisions. Advertising is viewed by some as a detrimental force that has a negative effect on competition, production costs, and consumer prices. Economists’ perspectives regarding the economic effects of advertising follow two basic schools of thought: the Advertising = Market Power model and the Advertising = Information model. Arguments consistent with each perspective are considered in analyzing the economic effects of advertising in the following table:

The schools of thought on advertising’s role in the economy

Advertising=Market Power		Advertising= Information
Advertising affects consumer preferences and tastes, changes product attributes, and differentiates the product from competitive offerings.	Advertising	Advertising informs consumers about product attributes and does not change the way they value those attributes.
Consumers become brand loyal and less price sensitive and perceive fewer substitutes for advertised brands	Consumer buying behavior	Consumers become more price sensitive and buy best “value”. Only the relationship between price and quality affects elasticity for a given product.
Potential entrants must overcome established brand loyalty and spend relatively more on advertising.	Barriers to entry	Advertising makes entry possible for new brands because it can communicate product attributes to consumers.
Firms are insulated from market competition and potential rivals; concentration increases, leaving firms with more discretionary power.	Industry structure and market power	Consumers can compare competitive offerings easily and competitive rivalry is increased. Efficient firms remain, and as the inefficient leave, new entrants appear; the effect on concentration is ambiguous.
Firms can charge higher prices and are not as likely to compete on quality or price dimensions. Innovation may be reduced.	Market conduct	More informed consumers pressure firms to lower prices and improve quality, innovation is facilitated via new entrants.
High prices and excessive profits accrue to advertisers and give them even more incentive to advertise their products. Output is restricted compared with conditions of perfect competition.	Market performance	Industry prices are decreased. The effect on profits due to increased competition and increased efficiency is ambiguous.

Many economists will continue to take a negative view on advertising and the effects it has on the functioning of the economy, whereas advertisers will continue to view it as an efficient way for companies to communicate with their customers and as an essential component of our economic system.

Here is an excerpt from a speech given by famous adman Leo Burnett, summarizing the perspective of most advertising people on the economic effects of advertising. Perhaps the only area of agreement is that advertising is a major economic force that has a significant effect on the functioning of our economy.

“To me it means that if we believe to any degree whatsoever in the economic system under which we live, in a high standard of living and in high employment, advertising is the most efficient known way of moving goods in practically every product class.

My proof is that millions of businessmen have chosen advertising over and over again in the operations of their business.

Some of their decisions may have been wrong, but they must have thought they were right or they wouldn’t go back to be stung twice by the same kind of bee.

It’s pretty safe bet that in the next ten years many Americans will be using products and devices that no one in the room has even heard of. Judging purely by past performance, American advertising can be relied on to make them known and accepted overnight at the lowest possible prices.

Advertising, of course, makes possible our unparalleled variety of magazines, newspapers, business publications, and radio and television stations.

It must be said that without advertising we would have a far different nation, and one that would be much the poorer – not merely in material commodities, but in the life of the spirit.”

Leo Burnett

This excerpt is from a speech given by Leo Burnett on the occasion of the American Association of Advertising Agencies 50^th Anniversary.

April 20^th, 1967

1. Why is advertising the target of criticism regarding its social impact?

2. Why do critics express their disapproval of the type of appeal or manner of advertising presentation?

3. Why is advertising to children an area of particular concern of many people?

4. Do you think that advertising’s contribution to social values is often very negative? Why?

5. What are advertisers’ and economists’ perspective regarding the economic effects of advertising?

Ex.9. Translate into English:

1. В Великобритании существует специальное агентство по контролю за рекламой и по выполнению правил проведения рекламных акций.

2. Американские кинозвезды очень редко участвуют в коммерческой рекламе в США из-за боязни ее отрицательного влияния на их имидж и репутацию.

3. Многие считают, что реклама в современном обществе оказывает слишком большое влияние и даже контролирует средства массовой информации.

4. Реклама должна быть адаптирована к условиям различных рынков, чтобы быть эффективной.

5. Реклама, в которой участвуют знаменитости, значительно увеличивает спрос на продукцию.

6. Считается, что телереклама является самым эффективным способом создания и развития бренда.

7. Печатная реклама должна быть ясной; ее заголовок, содержание и иллюстрации должны быть объединены общей идеей и рассчитаны на быстрое прочтение и привлечение внимания.

8. Специалисты по рекламе используют различные методы убеждения людей купить новый продукт: они используют научные факты, стараясь привлечь их внимание, возбудить любопытство и желание узнать что-то новое.