- •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:
1) Find the English equivalents in the text. Use them in sentences of your own:
1. рекламные агентства
2. реклама паблик рилейшнз
3. рекламодатель
4. рекламный отдел
5. определить цели
6. определить средства
7. стоимость места и времени
8. стоимость закупленных материалов
2) Find in the text the words which describe or mean the following:
1. to ask someone a certain amount of money for something you are selling -
2. to send someone a bill -
3. the amount of money that you have to pay in order to buy, do, or produce something -
4. to give someone something that they have asked for, especially official permission to do something -
5. a reduction in the usual price of something -
6. something that exists as a single and complete unit -
7. to buy something -
3) Translate the following words into Russian and use them in sentences of your own:
1. free of charge
2. at no extra charge
3. to charge smb. for smth.
4. public relations department
5. enthusiastic cooperation
6. to bill smb. for smth.
4) Match the words which are close in the meaning:
to purchase |
social |
public |
restitution |
to identify |
opponent |
discount |
to buy |
adversary |
reduction |
comprehension |
to recognize |
5) Match the words having the opposite meaning:
to purchase |
increase |
public |
to sell |
to identify |
deprivation |
discount |
to confuse |
adversary |
private |
comprensation |
assistant |
6) Match the words:
to bill |
discount |
public |
media |
to determine |
clients |
to grant |
agency |
mass |
relations |
advertising |
objectives |
7) Complete the following sentences from the text and translate them into Russian:
1. There are some organizations in which the public relations department....
2. Most public relations advertising is prepared....
3. Advertising agencies do not normally....
4. Agencies do bill clients for....
5. Agency and client are not....
6. ... that is granted by most media.
7.... and getting them published or broadcast in the chosen media. 8.... one of enthusiastic cooperation.
8) Insert prepositions (for; from; by; of; in; to):
1.____general, the public relations role is to determine broad objectives.
2. Most public relations advertising is prepared and placed____advertising agencies.
3. The agency bills the advertiser___$1000 but remits $850 to the medium.
4. This relationship must be one_____enthusiastic cooperation.
5. Their compensation comes_the "agency discount" that is granted____most media.
G. This discount is not granted____advertisers.
7. The difference is retained by the agency as pay____preparing the ad.
9) Make up 5 wh-questions about the text.
10) Agree or disagree with the following:
Agency and client are not adversaries but partners.
11) Give a summary of the text.
12) Render the following text in English:
Прямая реклама (директ-мейл)
Основным средством распространения прямой рекламы служит почтовое отправление. Этот вид рекламы интересен в первую очередь своей адресностью. Ведь производитель или торговец может послать ее в любой приемлемой форме непосредственно своим потенциальным будущим покупателям. И в зависимости от того, будет ли это листовка, фолдер, каталог и т.д., отправитель точно знает, что посылаемая им информация по крайней мере попадет в нужные руки. Прямая почтовая реклама должна быть выполнена в стиле хорошей журналистики. Единственное ограничение - правила почтовой службы.
Почтовую рекламу можно использовать как угодно, ее можно начинать и прекращать в любое время.
Преимущества директ-мейл:
1) оперативность и чрезвычайная гибкость;
2) индивидуальный подход к заказчику, непосредственное общение с аудиторией, вовлечение ее в обсуждение;
3) установление обратной связи с потребителем (отрывные купоны, талоны скидок, лотереи, викторины);
4) возможность рассылки конфиденциальной информации;
5) относительно небольшая стоимость;
6) использование современных средств связи (компьютерная сеть Internet и т.д.);
7) межнациональный характер;
8) товар, который рекламируется с помощью директ-мейл, практически всегда находит своего покупателя.
Наиболее часто используются такие формы и типы отправлений прямой рекламы, как письма, листовки, брошюры, открытки, каталоги, бюллетени, репродукции, календари, визитные карточки, буклеты, журналы, прейскуранты, приглашения, программы, плакаты, купоны и т.д.
К числу недостатков данной рекламы относятся низкая престижность этого вида рекламы по сравнению с радио-, теле- или газетной рекламой, отсутствие развитых баз данных, устаревшие почтовые стандарты, отсутствие традиций посылки ответных карточек, оплачиваемых получателем.
Text С
Other Advertising Channels
Other forms of advertising that have value in public relations programs are outdoor, transit panels, posters, sponsored books, T-shirts and buttons, and hot lines and toll-free telephone numbers. Direct mail is also a valuable channel.
Outdoor
Most outdoor advertising employs paper sheets pasted on a wooden or metal background. The 24-sheet poster is standard, but there are also painted bulletins, which use no paper. Outdoor advertising reaches large audiences in brief exposures. Accordingly, advertising for this medium must be eye-catching and use few words. Ten words is a rule-of-thumb limit for outdoor copy. When design and copy are approved, the individual sheets of paper that will make up the whole advertisement are printed and then pasted to the background.
Location is vital in this medium - and prices are based on the traffic that is exposed to the site. Occasionally, nonprofit organizations can obtain free or heavily discounted usage of outdoor space that is temporarily unsold. Displays are usually scheduled in monthly units, and occasionally there are gaps in the schedules, so it may pay to keep in touch with local outdoor companies.
Transit Panels
This category includes both the small posters placed in subway and commuter rail stations and the cards used in buses and rail cars. Both types of transit advertising require eye-catching graphics, but the copy can be longer than for outdoor posters. The person waiting for a train or holding a strap or a bar on a bus or rail car has some time to absorb a message. Cards in transit vehicles often carry coupons or tear-off notes allowing readers to ask for more information or respond to some sort of offer.
□ Vocabulary:
value ценность, значимость, цена
outdoor - наружный, внешний, на открытом воздухе
transit panel - рекламный щит в городском транспорте, метро, электричках
poster - афиша, плакат, постер
sponsored book - заказанная, субсидированная книга
T-shirt - тенниска, футболка (мягкая, легко тянущаяся, обычно хлопчатобумажная, с короткими рукавами, без воротника) button – пуговица
hot line - «горячая» телефонная линия
toll-free - беспошлинный, бесплатный '
valuable - ценный, полезный
employ - зд. применять, использовать
sheet - лист бумаги
paste - приклеивать
wooden - деревянный
background - фон; задний план
24-sheet poster - двадцати четырех-листовой плакат
standard - стандарт, норма
reach - достигать, добиваться, зд. охватывать
exposure - экспонирование, контакт (с рекламой)
accordingly - соответственно; таким образом
eye-catching - привлекающий, бросающийся в глаза
rule-of-thumb - приблизительный; грубо говоря
vital - существенный, насущный
medium - среда; средство массовой информации
nonprofit некоммерческий
heavily discounted - с большой скидкой; намного ниже номинальной стоимости
occasionally - иногда, время от времени; случайно
temporarily - временно
schedule - (п) график, план, расписание; (v) - намечать, планировать
gap - пробел, брешь, интервал, промежуток
keep in touch with - поддерживать связь с
subway - (ам) метро; подземка
commuter rail station - пригородная станция железной дороги
card - билет (в городском или пригородном транспорте)
graphics - графика (рекламная), оформление
strap - ремень (в транспорте)
bar - поручень (в транспорте)
absorb - поглощать, впитывать, зд. успеть прочитать и понять
message - сообщение
vehicle - транспорт; средства передвижения, машина
coupon - купон, средство сейлз промоушн, предъявление которого гарантирует получение определенных льгот (оговоренная скидка и т.п.)
tear-off note - отрывное приложение к рекламному объявлению, заполнив и отослав которое в адрес рекламодателя, покупатель заявляет о своем желании приобрести рекламируемый товар, либо предъявитель которого получает оговоренную скидку при покупке товара
offer - предложение
respond - отвечать
Exercises