1. Television advertising.

1. This is a very effective method of advertising the product nationwide and worldwide.

2. Once the target market is known it is possible to "time" the advertising for when such customers are likely to be watching.

3. It is a costly method of advertising, especially during peak viewing. Due to high cost, the message to the consumer must be catchy, clear and precise.

   2. Newspaper advertising.

      1. National newspapers have a nationwide readership and so are suitable for advertising when the target market is nationwide.

      2. Circulation of local newspapers is confined to a local geographical area so the majority of advertising in them is for the local target market. It is cheaper to advertise in a local newspaper than a national one.

   3. Magazine advertising.

      1. Magazines are usually published weekly or monthly and they have a longer life than newspapers.

      2. Magazines are aimed at a special target market, e.g. business people, sports people, teenagers, etc.

      3. A lot of advertisements in magazines are in colour and are generally more catchy, more effective and very costly.

   4. Radio advertising.

(a) This can be an effective method of advertising the product nationwide, (c) Radio advertising is much cheaper than TV advertising.

2. Outdoor advertising.

(a) Billboard advertising is common in cities and large towns to catch the attention of the "moving" consumers, e.g. on a busy road or beside an airport.

(c) The advertisements are big and well designed in order to be seen and understood.

2. The Internet.

This is a new channel of distribution for promoting goods. It is becoming more available both nationwide and worldwide. Credit cards are used as a means of payment.

2. Other media.

They are: leaflets, posters, slogans, flyers.

WORD STUDY

Ex. 8. Give the English equivalents to the following words and word-combinations.

средства информации

рекламировать на внутреннем рынке выбрать время

дорогостоящий метод

броский, легко запоминающийся тираж газет

наружная реклама

хорошо оформленная реклама

канал распространения

бесполезная трата денег

читательская аудитория

местная газета

Ex. 9. Group the following words into seven synonymous groups.

advertising target to foster public goal

to mislead machination to buy publicity audience

to obtain to encourage promotion to cheat gimmick

trick objective to deceive to purchase to stimulate

COMPREHENSION

Ex. 10. Read the paragraphs of the text about benefits and disadvantages of advertising and give your arguments or counter-arguments on each point. Use the following phrases.

I quite agree that... I think that... My point of view is ...

As for me . . . _v

I am not sure that. ..

It's not quite so. I believe that.. .

I am afraid I can't agree that. . .

It's wrong to think that...

Ex. 11. Write questions to ask about the missing information in sentences from Text 1. Try to complete these sentences first.

1. It is one of the methods of

2. Advertising can be defined as __

3. At the lowest level people need

4. There are main objectives of advertising.

5. The second objective of advertising is

6. Most advertising is carried out by

7. The availability and size of the advertising budget plays role in successful

advertising.

8. Advertising stimulates

9. _____ list some disadvantages of advertising.

10. Radio and TV are not really free because