- •Advertising
- •1. Read the text and find English equivalents of the following Russian words and phrases:
- •Vocabulary
- •2. Answer the questions about the text.
- •3. Say whether these statements are true or false. Prove your answer.
- •9. Fill each gap in the sentences with a word or phrase given below
- •10. Read the text and sum it up. Advertising helps the public
- •11. What makes a good advertisement? Think about ones you have seen. Speak about the type of the advertisement, the media, the impression it produced on you. Use some of these words.
- •Creating an advertisement
- •1. Read the text and find English equivalents of the following Russian words and phrases:
- •2. Answer the questions about the text
- •4. Look at the steps involved in organizing an advertising campaign and put them in the correct order.
- •5. Complete these sentences with the words given below: achieve appeal appeal campaign create looking outside perspective
- •6. Match the definitions (1-6) with the phrases (a-f). Promoting a message
- •7. Read the text and find synonyms of the words and phrases below (1-6)).
- •8. Fill each gap in the report with a word or phrase given below.
- •Advertisements advertising mix campaign catalogue commercials competition consumer awareness direct mail hard sell
- •Impulse buying mailshot online website
- •9. Read the text and sum it up. The media spectrum
- •10. You are in charge of commissioning a new ad campaign to promote Soyatastic, a new soya-based drink. Use the notes and the phrases below to explain to an ad agency what you want.
- •11. Which of the following statements do you agree with?
- •12. Speak about an advertising agency: jobs in advertising, tasks that the agency performs.
- •Tv and radio
- •1. Read the text and find English equivalents of the following Russian words and phrases
- •2. Answer the questions about the text.
- •3. Match the words and phrases to the definitions
- •4. Complete the texts about tv and radio advertising using words below. Channels listeners programmes reaching station
- •6. Read the text and sum it up.
- •8. What are advantages and disadvantages of tv as an advertising medium?
- •Outdoor advertising
- •1. Find English equivalents of the following Russian words and phrases
- •2. Answer the questions about the text.
- •3. Match the words and phrases to the definitions
- •4. Complete the news report using words below. Catching coverage graphics hung shelters wrapped
- •5. Read the text and sum it up outdoor advertising – a breath of fresh air
- •6. Describe an outdoor advertisement you have seen recently. Why did this ad catch your eye?
- •The internet
- •1. Read the text and find equivalents of the following Russian words and phrases.
- •Internet advertising
- •2. Answer the questions about the text.
- •5. Put the words given below to the correct position in the text. Engine listings rank ranking seo serp
- •6. Read the text and sum it up. The Internet
- •7. Which ad formats do you see most often on the Internet? Why do you think these formats are so popular?
- •Buzz marketing
- •1. Read the text and find English equivalents to the following Russian words and phrases
- •2. Answer the questions about the text.
- •3. Make word combinations using a word from each box. Then use the correct forms of some of the combinations to complete the sentences below.
- •4. Match the two parts of the sentences.
- •5. Read the text and sum it up word-of-mouth: teenage marketing
- •Public service announcement
- •1. Read the text and find English equivalents of the following Russian words and phrases
- •2. Answer the questions about the article
- •3. Make word combinations using a word from each box. Two words can be used twice.
- •Complete the texts describing examples of corporate social responsibility. Then decide whether the companies are involved in crm, green marketing or social marketing.
- •5. Read the text and sum it up Pfizer uses big screen to fight counterfeit drugs
- •6. Speak on some of these psAs.
- •Crisis communication
- •1. Read the text and find English equivalents of the following Russian words and phrases
- •2. Answer the questions about the text
- •4. Complete the sentences. Look at the text to help you.
- •5. Label each section of the article with a heading from the box, then put the five sections in the correct order. Look at the text to help you.
- •6. Now complete the Recommendations section of the report with the words below. Basis available delay regard retail sure withdraw
- •7. Read the text and sum it up creating the ad that will work for you
- •8. Do you agree or disagree with the tips above? Which are most difficult to put into practice? Why?
- •9. How do you think advertisements vary between countries? Read the opinions below. Do any of them surprise you?
- •10. Why were these advertising campaigns ineffective?
- •11. Do you think that these advertising practices are acceptable? Are any other types of advertisement offensive? Why?
- •12. Do you know of any unsuccessful advertising campaigns?why di dthey go wrong? How could they have been improved?
- •Contents:
9. Fill each gap in the sentences with a word or phrase given below
consumers
emotional
appeal
image
promotes
publicity
rational
appeal
targets
USP (unique selling proposition)
A set of characteristics that make a product different from its competitors is its _________.
Any activity which increases consumer awareness of a company or its products is _________.
Promotional techniques based on giving the consumer facts and technical information are concerned with ______________.
Promotional techniques aimed at people's fears, ambitions, feelings, likes and dislikes are concerned with _____________________.
Advertising ________________ consumers and ________________ products.
Companies use websites and e-commerce strategies to appeal to new consumers and to promote a state-of-the-art _____________________________.
Mass media promotion aims to influence public perception, not only target ________________.
TEXT B
10. Read the text and sum it up. Advertising helps the public
Let us begin with information: we live, it is often said, in an information society. And economists have long justified advertising as a source of information. Certainly the public obtains a great deal of important and helpful information from advertisements.
Take prices. Nowadays many of the largest advertisers are retailers, and the great majority of retail advertisements promote low prices. Not only is this information directly helpful for shoppers, it indirectly drives prices down. When one supermarket promotes its low prices for certain goods, other supermarkets swiftly retaliate by cutting their own prices – otherwise they know they will lose customers. Overall, prices fall. For the public, this is a pretty good deal.
At the same time, the quality of many of the goods and services we buy is constantly being improved, however slightly. Consumers benefit by getting information about these improvements from advertisements. And, once again, this forces competitors to retaliate by making quality improvements of their own. It is a continuous process. As with price-based advertising, this stimulates competition, and the public reaps the rewards.
Then there are completely new products. The public gets its information about new products in a multitude of ways, but none is faster or simpler than advertising. And there are endless occasions when consumers are searching for something – a new car, or a kid’s birthday present, or an ointment to treat their spots – and advertisements tell them what is on offer. For consumers, this is all helpful information.
SPEAKING and WRITING
11. What makes a good advertisement? Think about ones you have seen. Speak about the type of the advertisement, the media, the impression it produced on you. Use some of these words.
clever
powerful
interesting
strange
funny
shocking
inspiring
informative
eye-catching
sexy
original
controversial
UNIT 3