- •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:
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.
Soyatastic
doing well in organic grocery stores
people at conventional grocery stores think drink is boring, plain introducing four new flavours (raspberry, blood orange, mango, blueberry)
most important taste
also healthy, large sizes are good value, for money
USEFUL PHRASES
Discussing an ad campaign
Typically, our products have appealed to...
We have a high market share among teenagers /18-25-year-old men.
We want to appeal to a younger/older audience.
Our [name of product] is very well known, but we want to raise the profile of our...
It's important for us to reinforce our brand’s positive image / to change perceptions of our product.
We’d like to rebrand our product / to change our image / to create a new image.
11. Which of the following statements do you agree with?
1 People remember advertisements, not products.
2 Advertising has a bad influence on children.
3 Advertising tells you a lot about the culture of a particular society.
12. Speak about an advertising agency: jobs in advertising, tasks that the agency performs.
UNIT 4
Tv and radio
TEXT A
1. Read the text and find English equivalents of the following Russian words and phrases
рекламировать, размещать рекламу, помещать объявление
рекламное агентство
создать рекламу
рекламная пауза
интерактивная реклама
телевизионный канал
зритель
региональная реклама
местная радиостанция
слушатель; радиослушатель
данные о количестве зрителей или слушателей
телевизонные рейтинги
относительная популярность
Advertising on TV or radio
If a company wishes to advertise on TV or radio, the first step is usually to contact an advertising agency, who will produce the ad. They will come up with a communication strategy; this includes advertising copy for an advert (the text), and perhaps a catchy jingle or a memorable slogan (for example, Gillette’s ‘The best a man can get”).
Companies can choose from different advertising formats:
An advertisement that is broadcast on TV or radio is called a commercial or an ad. This traditional format is shown in the commercial break between programmes.
A sponsored programme or AFP (advertiser-funded programme) is financed by the sponsor or brand.
Interactive ads are becoming more popular on digital television; in addition to using the remote control to change channels, viewers can press a button and respond to an ad.
The audience
The second step is to make sure your commercial is heard or seen by your target audience. Ninety-nine percent of homes in the UK have TV, and the number of digital television households is growing rapidly.
Most TV channels are national and viewers from all over the country can watch the programmes. Companies can buy regional advertising for some TV channels or national advertising if they want to reach the whole country. Local radio stations attract listeners from only one area.
The audience profile gives information about the listeners or viewers, including age, sex and possibly income. The viewing or listening figures show how large the audience is for a certain programme or for a whole channel or station. The GRP (gross rating points) show the percentage of the target audience reached by a television commercial. Television ratings (TVR) show the relative popularity of different TV programmes. Ratings differ from audience share, which refers to the percentage of total audience watching TV at any one moment who are viewing a given channel.
Dayparts
Dayparts are sections of the day during which programmes are broadcast or aired to appeal to the particular demographic group that will be watching or listening. Most people have regular listening or viewing habits and will usually watch, or tune in to, the same programmes every day or week.
VOCABULARY
ad (n) – сокр. от advertisement объявление, реклама
come up with – предлагать
communication strategy – стратегия рекламы, рекламная стратегия, рекламный подход
copy (n) – текстовая реклама; рекламный текст, текстовая часть рекламы (в отличие от изображения)
catchy (a) – легко запоминающийся
jingle (n) – музыкальный рекламный ролик
memorable (a) – запоминающийся
slogan (n) – рекламный лозунг
broadcast (v)– передавать по радио или телевидению; вещать, транслировать
commercial (n) – рекламный ролик [радиоролик, телеролик], телереклама, радиореклама
sponsored programme – коммерческая программа (созданная на средства спонсоров)
AFP (advertiser-funded programme) – программа, созданная на средства рекламодателя
remote control (n) – пульт дистанционного управления
respond (v) to – отвечать
target audience – целевая аудитория, целевая группа
television households – семья с телевизором; домохозяйство с телевизором
national advertising – общенациональная реклама, реклама в масштабе страны
reach (v) – охватывать (определённую группу потенциальных покупателей)
attract (v) – привлекать
audience profile – профиль аудитории
GRP (gross rating points) – валовой оценочный коэффициент, суммарный рейтинговый балл
percentage (n) – часть, доля; количество
relative (a) – относительный
audience share – доля аудитории
daypart (n) - часть эфирного времени, дэйпарт
air (v) – передавать по радио или телевидению
habit (n) – привычка
tune in to (v) – настраивать (радио, телевизор)
cater for (v) – обслуживать
satellite TV – спутниковое телевидение
EXERCISES