XVII. Answer the following questions.

1. What is brand?

2. What are the approaches to branding?

3. How is brand created?

4. What requirements should a brand name meet?

XVIII . Explain, in your own words, the following terms.

needs, wants, prospective customer, wholesaler, retailer, things of value, resale, buying decision, basic necessities, ultimate consumer, target market, controllable factors, tangible items, intangible items, inventory, idle production capacity.

XIX . Think of the verbs that are mostly used with following nouns.

exchange, needs, wants, services, goods, decision, product, benefit, commission, increase, price.

XX. Think of the nouns that are commonly used with the following verbs.

satisfy, exchange, achieve, occur, create, shape, discover, concentrate, market, obtain, charge.

XXI. Logically organize the following sentences to make up the text. The first sentence is given to you.

1. A basic decision in marketing products is branding.

2. Some brand names can be spoken, such as a Big Mac hamburger.

3. The Campbell Soup Company is the trade name of that firm.

4. In branding an organization uses a name, phrase, design, symbols, or combination of these.

5. A trademark identifies that a firm has legally registered its brand name or trade name

6. Other brand names cannot be spoken, such as the rainbow-coloured apple (the logotype or logo) that Apple Computer puts on its machines and in its ads.

7. A brand name is any word, “device” (design, sound, shape, or colour), or combinations of these used to distinguish a seller’s goods or services.

8. A trade name is a commercial, legal name under which a company does business.

9. It helps to identify its products and distinguish them from those of competitors.

10. So the firm has an exclusive use, thereby preventing others from using it.

UNIT X

Topic: Advertising

Text A: Advertising

Text B: Consumer behaviour from the advertising perspective

Text C: Public relations

Text C: Subvertising

I. Practise the pronunciation of the following words.

a) stress the first syllable:

influenced, advert , certain, recently, surplus, adult , benefit, pander, vanity, urban;

b) stress the second syllable:

extent, aware, persuasive, convert , precise , apart, identified, attend, attempt, convince, illegal, unduly, variety.

II. Before you read the text answer the questions.

1. Are you influenced by any advert? What advert is it?

2. What makes a good advertisement?

3. Are advertising practices described below acceptable?

• using children in advertisements

• using nudity in advertisements

• promoting alcohol on TV

• comparing your products to your competitors’ products

—exploiting people's fears and worries

4. Is money spent on advertising wasted?

III. Read and memorize the words and word combinations.

subliminal advertising — реклама, що діє на підсвідомість

wares — товари

sag — знижуватися

persuasive — переконливий

customarily — зазвичай

public service — суспільна послуга

convert — (ново)навернений, тут новий покупець

benefit — приносити користь

unduly — занадто, надмірно

pander — потурати

vanity — марнославство

announcement — заява, оголошення, повідомлення

tangible — відчутний на дотик, матеріальний, реальний

soft drink — безалкогольний напій

beautician — косметолог

for the sake of simplicity — щоб не ускладнювати

induce — спонукати, спричиняти

trial — проба

target audience — цільова аудиторія

action advertising — реклама, що має за мету здійснення продажу