XVII. Read the following passage attentively. Fill in the gaps with the words:

publicity, advertising or public relations

The terms … and … are often thought of as being synonymous. Or even worse, is often called “free … .” The simplest explanation for the difference between the two is this: with … , you’re saying good things about yourself in media space you’ve paid for, whereas with … , someone else is saying those good things about you in space that can’t be bought at any price.

You might have hard time finding … pros who cal themselves marketers. Most will firmly declare, “We are communicators and … people, not marketers.” If they’d only think about it for a minute, they would realize that communications and … together (with … being the most visible part of …) make up one of the biggest components of marketing. …and … practitioners need to recognize that they are part – a very large part – of the marketing process. And they are capable of substantially increasing marketing returns by increasing the value of the … attained. But they can only do this if their client’s message is as fully integrated throughout … efforts as it is throughout all of the client’s …, direct marketing, and promotion operations.

Also confusing is when … professionals give … the alias of ‘…’ and vice versa. … is the information activity of … . But … plays a part in …, promotion, and all forms of communication. … is a great deal more than … . It is employee relations, community relations, sponsorships, the tone of an ad or a direct-mail letter, the attitude portrayed by a business, and the way a company’s people greet the public in person and on the phone.

XVIII. The key-words of the following text are the derivatives to the word

advertise. Use them to fill in the gaps.

Usually we speak only about the _____ of commercial organizations. But nonprofit organizations also _______. The government, charities, trade associations, and religious groups, for example, use the same kinds of creative and media strategies as their counterparts in the for-profit sector to convey messages to the public. But unlike commercial …, whose goal is to create awareness, image, or brand loyalty on the part of consumers, noncommercial organizations use … to affect consumer opinions, perceptions, or behavior—with no profit motive. While commer­cial … is used to stimulate sales, noncommercial … is used to stimulate donations, to persuade people to vote one way or another, or to bring attention to social causes.

If a specific commercial objective for a new shampoo is to change people's buying habits, the analogous noncommercial objective for an energy conser­vation program might be to change people's activity habits, such as turning off the lights. The latter is an example of demarketing, which means the … is actually trying to get consumers to buy less of a product or service.

XIX. Make up the sentences. The first word of each sentence is given to you.

1. N.W. Ayer, in1877, to offer, the nation’s, ad, agency, oldest, established, clients, ‘full service’, was.

2. “Full service”, using, artists, and, to create, preparing, an advertising, writers, plan, the ads, means, producing, them, and, staff, writers, placing.

3. So the “agent”, the way, had, from, the publication, of, as, space, shifted, all, the interests, salesman, the needs, to serving, the advertiser, of, serving.

4. And publications, more, just, now, included, than, newspapers.

5. A young, named, had, the foresight, that, should, advertising, man, advertising, to realize, J.Walter Thompson, literary, sell, magazines, space.

6. By the turn, Ladies Home Journal, general, he, of, compilation, the century, Harper’s, women’s, and, magazines, had,Cosmopolitan, an exclusive, “List of Thirty”, developed, including, and.

7. This move, brought, industry, media, truly, Thompson’s part, national, into, the advertising, on.