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Файл:PR zakharova_3.doc
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- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •3) Translate the following sentences into Russian:
- •1) Find the words in the text which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Agree or disagree:
- •11) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Translate the list of general guidelines in writing. Do you agree or disagree with the list?
- •11) Develop two or three items of the general guidelines which you find the most important.
- •1) Find the English equivalents in the text. Make up sentences of your own with them:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following expressions into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which are opposite in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Insert prepositions (to; for; on; at):
- •9) Explain the grammatical structure of the following sentence:
- •10) Answer the following questions:
- •11) Can you explain the following:
- •12) Sum up the main idea of the text. Write down only one sentence.
- •13) Render the following in English:
- •6) Can you explain the following:
- •7) Speak on one of the six elements which a pitch letter should have and which you find the most important
- •8) Answer the following questions:
- •9) Write down the questions for these answers:
- •10) Analyse the sample of a media advisory, describe all its parts. Is it made out along the guidelines given in sector "Media Advisories"?
- •9) Write down the questions for these answers:
- •10) Can you explain the following:
- •11) Sum up what the texts say about:
- •Individual Interviews
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Use the expressions in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which have the opposite meaning:
- •10) Translate in writing four paragraphs describing the tips which would help you prepare for an interview.
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Agree or disagree:
- •14) Write down the main stages of the preparation for an individual interview.
- •9) Write down 6 questions to the text beginning with:
- •10) Write down one sentence summarizing the text.
- •11) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •9) Can you explain the following:
- •10) Render the following item in English:
- •Invitations
- •8) Explain the grammatical structure of the sentence:
- •9) Answer the following questions:
- •11) Develop the following statements:
- •12) Write down one sentence summarizing the text.
- •13) Translate the following text in written form:
- •14) Render the following item in English:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •9) Paraphrase the following sentences:
- •10) Answer the following questions:
- •11) Agree or disagree with the following statements:
- •12) Sum up what the Unit says about:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •11) Can you explain the following statements?
- •12) Translate the following item into Russian:
- •1) Find in the text the words which describe or mean the following:
- •2) Match the words. Write down your own sentences with these expressions:
- •3) Translate the following sentences from the text into Russian. Give synonyms to the underlined words:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Answer the following questions:
- •8) Can you explain the following?
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in your own sentences:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Use them in the sentences of your own:
- •4) Translate the following sentences:
- •6) Match the words having the opposite meaning:
- •10) Answer the following questions:
- •11) Can you explain the following statements?
- •12) Agree or disagree:
- •13) Translate the following item into Russian:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Write down 6 questions covering the contents of the text.
- •9) Can you explain the following statements?
- •10) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words, some of them can be used more than once:
- •10) Answer the following questions:
- •11) Explain the following:
- •12) Sum up the contents of the text in one or two sentences.
- •13) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find the terms in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian and use them in sentences of your own:
- •4) Match the words having the opposite meaning:
- •5) Make up sentences with the following word-combinations and translate them:
- •7) Complete the following sentences from the text and translate them into Russian:
- •9) Answer the following questions:
- •10) Sum up the text in one sentence.
- •11) Render the following item in English:
- •Vocabulary:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •8) Complete the following sentences from the text and translate them into Russian:
- •9) Make up questions for these answers:
- •К основным принципам рекламы можно отнести:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian and use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in the meaning:
- •6) Match the words having the opposite meaning:
- •7) Make up 5 questions to the text, beginning with:
- •8) Give the main idea of the text in one sentence.
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words into Russian and use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •Unit 10 types of public relations advertising
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Image-building
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Investor and Financial Relations
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •8) Write questions to the following sentences from the text:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Develop in writing the following statement in no more than 50 words.
- •9) Give the main idea of the text in one sentence.
- •10) Read the advertisement and translate it into Russian using the dictionary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Match the words having the opposite meaning:
- •9) Write questions to the following answers:
- •10) Explain the following:
- •11) Sum up the text. Write down one sentence.
- •12) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •6) Match the words. Give as many variants as possible. Use them in sentences of your own:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Explain the grammatical structure of the sentences:
- •9) Write questions to the following answers:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •10) Answer the following questions:
- •12) Render the following text in English:
- •Chapter III speakers and speeches
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the texts which describe or mean the following:
- •10) Write questions to the following answers:
- •Informing Speakers
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •1) Find in the text the English equivalents. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •12) Can you explain the following:
- •13) Write down one sentence summing up the contents of the text.
- •14) Render the following text in English:
- •Speaker's Bureau Reaches a Diverse Audience
- •15) Render the following text in English:
- •Interview Tips
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •10) Answer the questions:
- •11) Can you explain the following:
- •12) Say which tips given in the text are more important than the others and why? Arrange them in order of your preference.
- •13) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Give the Russian equivalents of the following word-combinations:
- •3) Find the words in the text which describe or mean the following:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words which have the opposite meaning:
- •9) Make up the plan of the text in the form of questions.
- •10) Write down 3 sentences showing the main idea of the text.
- •11) Render the following text in English:
- •Unit 13 the nature of a speech
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that would describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Answer the following questions:
- •9) Can you explain the following?
- •10) Agree or disagree:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Paraphrase the italicized words:
- •9) Translate the following into Russian. Make up 4 sentences of your own according to the models:
- •Vocabulary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •8) Can you explain the following:
- •9) Develop the following points:
- •10) Translate the following text into Russian:
- •Unit 14 semispeeches
- •10) Write questions to the following answers:
- •11) Answer the following questions:
- •12) Write down the translation of the last paragraph of the text.
- •13) Render the following text in English:
- •Interviews at the Organization
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following expressions into Russian: use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •9) Paraphrase or explain the underlined words:
- •10) Explain the grammatical structure of the sentence. Write down 3 sentences of your own with the same structure:
- •13) Write down a few questions covering the contents of the text. Start them with:
- •14) Write down one sentence expressing the main idea of the text.
- •15) Render the following text in English:
- •Interviews at the Media
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find the words in the text which would describe or mean the following:
- •9) Can you explain the following?
- •10) Among the tips how to answer news media questions find 5 which you think the most important and 5 which can be considered the least significant. Prove your opinion. Start with:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Write these words with correct negative prefixes (im; un; in):
- •9) Answer the following questions:
- •10) Do you agree with the recommendations concerning publicity? Can you give any other ideas of your own?
- •Speechwriting
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •8) Paraphrase the underlined words and expressions:
- •9) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •11) Write down 5 questions covering the contents of the text.
- •12) Can you explain the following:
- •13) Translate the following into Russian:
- •14) Express your opinion of the above given advice.
- •15) Render the following text in English:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Explain the grammatical structure of the sentences. Use it in sentences of your own:
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Write down 3 sentences summarizing the contents of the text.
- •14) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •8) Can you explain the following?
- •9) Translate the following item into Russian:
- •10) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammar structure of the sentences. Use it in sentences of your own:
- •9) Write questions to the following answers:
- •10) Speak on the following points. Try to illustrate them with your own examples:
- •11) Render the following text in English:
8) Give the main idea of the text in one sentence.
9) Render the following item in English:
Позиционирование дает возможность оптимального выбора такого важного элемента любой рекламной акции, как уникальное торговое предложение (УТП).
УТП - оригинальный призыв, выделяющий товар из ряда ему подобных и побуждающий потребителя рекламы осуществлять нужные рекламодателю действия.
К. Ривс подчеркивал важность выделения одной сильной темы кампании и последующего повторения ее на всем протяжении кампании. Эта сильная тема и есть УТП. Упомянутый известный американский рекламист отмечает, что «предложение должно быть таким, какого конкурент либо не может дать, либо просто не выдвигает. Оно должно быть уникальным. Его уникальность может связываться с уникальностью товара, но значительно чаще с утверждением, которого еще не давали в данной сфере рекламы». Он говорил, что УТП - это главное положительное отличие товара нашего рекламодателя от конкурирующих. Предложение как бы говорит каждому отдельному читателю: «Купи именно этот товар и получишь эту специфическую выгоду».
По нашему мнению, УТП, как правило, должно выражать и доводить до потенциального потребителя позицию фирмы и / или товара.
Как известно, эффективное рекламное обращение должно:
1) привлекать и удерживать внимание целевой аудитории;
2) прямо или косвенно доносить до аудиторий необходимое представление о предмете рекламы;
3) вызывать положительную ответную реакцию.
Для достижения этих целей разработаны различные модели рекламного воздействия на объект рекламы. С нашей точки зрения, наиболее удачной является схема-формула AIDA, смысл которой заключается в том, что для достижения рекламных целей у объекта рекламы необходимо последовательно сформулировать следующие реакции:
1. Внимание (ATTENTION) - привлечь внимание к рекламному сообщению и предмету рекламы.
2. Интерес (INTEREST) - пробудить интерес к информации, содержащейся в сообщении.
3. Желание (DESIRE) - вызвать желание последовать совету рекламы.
4. Действие (ACTION) - побудить к действию в интересах рекламодателя. Планируя рекламную работу, необходимо помнить, что все рекламные воздействия должны осуществляться с учетом требований данной схемы.
Text F
Credibility
Public relations executives are fond of saying, "Advertising raises awareness, but publicity published as news stories creates credibility".
Because they are controlled messages, advertisements are generally less believable than publicity that appears in the news columns or on broadcast news shows. The public perceives that news reports have more credibility because purportedly objective journalists, who are independent of the organization, have evaluated the information on the basis of truth and accuracy.
Indeed, a major value of publicity is the concept that a third party, the medium, has endorsed the information by printing or broadcasting it. Advertisements have no such third-party endorsement because anyone with enough money can place an advertisement, provided that it meets the acceptance standards of the medium.
□ Vocabulary:
credibility - доверие; достоверность; репутация
be fond of - любить кого-либо, что-либо
publicity - пропаганда, реклама, гласность
awareness - осведомленность, знание
news story - газетное сообщение; информационный материал
news column - раздел новостей; рубрика, колонка
broadcast - вещать; распространять, вести радиопередачу
news show программа новостей; новости
perceive - понимать; чувствовать, ощущать
news report - газетное сообщение
purportedly - намеренно, с целью, нарочно
objective - объективный
evaluate - оценить
truth - правда; истина
accuracy - точность, правильность; тщательность
major - крупный; главный, основной
the medium - средство распространения рекламы, носитель рекламы (например,
вещательная станция, газета)
endorse - подтвердить, одобрить; утвердить
endorsement - одобрение, подтверждение
provided that - при условии, что
meet - удовлетворять, отвечать
standards - нормы, стандарты
acceptance - принятие, одобрение; приемка; акцепт
Exercises
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