2. Read and translate the texts, be ready to speak on the topic. Do all the exercises to them: Text a

Advertising is one of the largest industries. In 1986, for example, American business spent over $100 billion to advertise its products. Since consumers are the principal targets of these sales campaigns, we ought to know something about the services advertisers perform, as well as some of the techniques they use.

The Benefits of Advertising

Advertising benefits consumers and the economy in a number of ways:

It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.

Advertising often results in lower prices. Large-scale production can reduce costs. By creating mass markets, advertising enables producers to reduce the costs of their products and pass those savings on to the consuming public.

Advertising stimulates competition, and competition benefits us all. Advertising by one firm puts pressure on others within the industry to do at least as well to attract the consumer's money.

Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.

Advertising helps the economy as a whole by stimulating consumer demand. Consumer spending has a direct effect on the health of the economy. Advertising helps to keep that spending at healthy levels.

The Price We Pay for Advertising.

Not everyone agrees that advertising benefits the economy. Critics list the following points of its disadvan­tages:

The information contained in advertising does not inform and often misleads the consumer.

Because it costs money to advertise, this cost adds to the price consumers pay.

Consumers are tempted to spend money for products they do not really need.

Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.

Advertising Strategies

Three strategies that have been especially popular with advertisers can be classified as slogans, rational appeals, and emotional appeals.

Slogans. Advertisers often use slogans that sound great but mean little or nothing. Yet, advertisers seem to feel that such slogans, when repeated often enough, do increase sales.

Rational Appeals. Rational appeals rely upon logic or reason to convince the consumer to buy a product. Ads for health foods, pain relievers and home remedies tend to use this technique.

Emotional Appeals. Emotional appeals rely upon the use of psychology. The following is a sampling of such strategies:

Testimonials. These are the advertisements in which famous people claim they use and enjoy a particular product. Ads for sports equipment frequently rely on this strategy.

The Bandwagon. The bandwagon appeal implies that everybody is using a particular product, and that if you don't, you will be left out. The term derives from the practice, during nineteenth-century circus or political parades, of jumping on or following behind the wagon carrying the band. Soft drink and automobile ads use this appeal.

Popularity. Some advertisements suggest that simply by using the advertised product you will be popular or find romance. Toothpaste ads showing moments of romance between handsome young men and women are typical of these kinds of campaigns.

Every day you as a consumer are the object of the marketing efforts of American and foreign companies that want your business. The advertising on television and radio and in the newspaper flyers that come to your house are just some of the ways that sales promotions reach you. Can you think of other ways? Most of these marketing strategies represent honest efforts to convince you to buy a product or service. Nevertheless, you are responsible for evaluating advertising directed at you, separating fact from emotions, and deciding whether or not to buy the product.

Advertisers often follow an AlDA model in their advertisements and sales literature:

Attention: the advertisement gets the reader's attention.

Interest: it develops the reader's interest.

Decision: it tries to encourage them to make a decision.

Action: finally they act on it.

1. Answer the questions:

1. In what way do consumers and the economy benefit from advertising?

2. What are the benefits of advertising?

3. What are the disadvantages of advertising?

4. What are the methods and types of advertising?

5. How are advertising strategies classified?

6. Does advertising influence your personal decisions to buy or not to buy?

7. What is your attitude to TV advertising?

8. Can you give the examples of different advertising strategies on Ukrainian TV?

9. What kinds of ads do you like?

10. What is the model the advertises use in their advertisements?

2. Choose the correct answer in the sentences below:

1. __________ rely upon logic or reason.

1. testimonials

2. rational appeals

3. emotional appeals

2. The __________ implies that everybody is using a particular product, and that if you don't, you will be left out.

1. rational appeals

2. slogan

3. bandwagon

3. __________ is a short catchy phrase used in advertising.

1. popularity

2. testimonial

3. slogan

4. __________ is a public notice or announcement lo­cated in a public area or medium expressed in print, by other visual means or presented orally.

1. advertisement

2. publicity

3. media

5. __________ is a model that advertisers often follow in their advertisements.

1. AIDS

2. AIDA

3. VAT

6. __________ rely upon the use of psychology.

1. emotional appeals

2. rational appeals

3. slogans

3. Translate the following sentences into English:

1. Покупці є головною метою рекламних компаній.

2. Рекламні агентства використовують різні техніки при організації реклами.

3. Реклама є прибутковою для споживачів і економіки з ряду причин.

4. Реклама забезпечує нас інформацією про ціни, поточні поліпшення деяких товарів і послуг, а також наявність нових.

5. Масштабний випуск продукції зменшує витрати.

6. Реклама стимулює конкуренцію, а конкуренція прибуткова для всіх.

7. Реклама підтримує здоровий рівень економіки, оскільки стимулює потреби покупців.

8. Критики називають також ряд недоліків реклами для економіки і споживачів.

9. Щодня, ми, як споживачі, є мішенню для маркетингу різних місцевих і іноземних компаній.

Text B

Product advertising is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. And sales is the function that makes the world go round. Without sales of products, there is no manufacturing. If you don't want to be out of business you need advertising and you need to advertise. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The design and organisation of advertising campaigns is usually the job of an advertising agency.

The different media for advertising include television, radio, newspapers, magazines, the Internet, Direct mail and Miscel­laneous Methods. Direct Mail methods include catalogues, coupon books, letters, invitations, newsletters, brochures. Miscellaneous Advertising Methods are numerous. Several of them are advertising specialties, signs, seminars, trade shows and merchandising.

Corporate advertising is not directly concerned with increasing sales of a particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) experts specialise in organising activities and events which generate positive publicity for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign.

A TV commercial generally consists of a short film sequence of between 30 and 60 seconds with an accompanying soundtrack which includes a mixture of live recordings (what people actually say in the commercial), a voice-over (the voice of someone who does not appear on screen) and music and sound effects. Various techniques are used in commercials to convince the viewer of the value of the product or service that is being advertised. One of the most common of these is 'dramatisation' where a short story is developed around the product or service. The original ideas behind a commercial of this type are developed from a scenario, a written document that summarises the action, the atmosphere, the characters and the scene where the sequences of the commercial will be filmed. An artist then produces a storyboard or series of pictures, to show how the commercial will look.

1. Answer the questions:

1. What is advertising?

2. Why is advertising so important in business?

3. What problems arise when you start out your business?

4. What is the main aim of advertising?

5. What do the media for advertising include?

6. What main categories of advertising do you know? Explain them.

7. What is the job of an advertising agency?

8. What is corporate advertising concerned with?

9. What do public relations (PR) experts specialise in?

10. Why are unusual advertising campaigns sometimes useful?

11. What does a TV commercial generally consist of?

2. Look at the range of products and services in the box below. Where are they usually advertised?

perfume car tyres washing powder courier services airlines life insurance breakfast cereal banks

3. Which products and services tend to have advertisements which:

1. use images of comfort and people being looked after?

2. make people feel guilty?

3. use beautiful models?

4. use scientists in laboratories or scientific evidence?

5. have special characters, real or cartoon, which we associate with the product?

6. use images of speed and efficiency?

7. use images of friendly, helpful, professional-looking people?

8. stress reliability and safety?

4. Complete the sentences by choosing between a, b, and c

1. In my opinion, the ______ are the only thing worth watching on TV.

a) publicity

b) news

с) commercials

2. Their new packaging certainly ______the eye.

a) takes

b) catches

c) steals

3. The company's ______was badly damaged by the TV programme.

a) image

b) attitude

c) appeal

4. They used a(n) ______ agency to try to repair the damage the programme сaused.

a) advertising

b) public relations

c) model

5. Their ______ always have great ideas for memorable slogans.

a) designers

b) copywriters

c) account managers

6. We need to find a famous and respected athlete to ______ our new running shoes.

a) sponsor

b) endorse

c) agree with

7. Our new microwave gourmet dinners will ______ to busy professional couples.

a) appeal

b) attract

c) target

8. We need an entirely new strategy, not just a silly ______ for our next marketing campaign.

a) launch

b) approach

c) gimmick

9. I beg you. Please stop singing that radio ______ for cornflakes, you're driving me crazy!

a) slogan

b) jingle

c) voice-over

10. Soap powder commercials often test their product against a mystery ______X.

a) file

b) brand

c) generation

5. Translate the sentences into English:

1. Реклама – це одна з галузей маркетингу.

2. Метою реклами є збільшення продажів, шляхом надання інформації про продукт, або послуги, їх позитивних характеристик, як можна більшій кількості споживачів.

3. Компанія може рекламувати продукцію різними способами, залежно від того, скільки вона готова витратити на це засобів, а також аудиторії, яку бажає охопити.

4. Оформленням і організацією рекламних компаній, як правило, займаються рекламні агентства.

5. Різні види реклами включають телебачення, радіо, газети, журнали, Інтернет, пошта і інші способи реклами.

Text C

Advertisement by definition is a public announcement or sale offer lo­cated in a public area or medium expressed in print, by other visual means or presented orally.

Most advertisements, if they are any good are the outcome of a process of careful, detailed and imaginative analysis which leads to the formation of an advertising strategy.

Before the advertising account managers can begin to plan an ad, much research must be done. Who will buy this product? Why do customers buy this product? Advertisers need to know how many people of a certain age or sex live in this city.

How can advertisers find this information about people? They do research. In this age of computerization, many databases are available. A database is a large amount of information stored in the computer. There are databases that include information about the stock market, business and many other fields. Af­ter the information is collected, it is loaded into computer memory so that re­searchers can use it.

One large collection of data is the census. Periodically the population is counted. At the same time the government gathers information about the people. This information includes people's living habits, their spending and saving hab­its, their educational plans and achievements and other things. Another source of data for social sciences is test scores. There are many kinds of tests: intelligence, aptitude, achievement, personality, and interest in­ventory.

The government collects data during the census but there are other ways to collect the data. One technique is the survey. This technique is very common, and it has many forms.

One kind of survey is the interview. The interviewer asks people several questions about their opinions. The advantage of this is that a researcher can get a lot of information. The disadvantage is that a researcher must spend a lot of time in interviews. Another kind of survey is by mail. A mail survey usually includes a few questions. People fill out the form and send it back. The advantage of this is that a researcher can contact many people. The disadvantage is that many people do not respond. Another disadvantage is that a researcher cannot get as much information from each person as with an interview. Some researchers do telephone surveys. This form of survey is becoming more and more popular. The advantage of this is that the researcher can get infor­mation quickly. More people probably answer a telephone survey than a mail survey. However, a telephone survey can sometimes be expensive.

. It is impossible to ask everyone in a country state, or city about their opinions. So, the researcher should choose a small group of people. The sample must include people with high, middle and low incomes, from the city and the country, with different level of education.

1. Answer the questions:

1. What is the definition of an advertisement?

2. What do advertisers need to know?

3. What ways to collect data are there?

4. What are advantages and disadvantages of the interview, telephone and mail survey?

5. What is a sample of the population?

2. Match the words with their definition:

advertisement	place from which smth comes or is got
research	official counting of the population
datum	facts, information
survey	public announcement in the press, TV
advantage	benefit, profit
disadvantage	examination, study
sample	unfavourable condition
source	example, model
census	investigation, study

3. Translate into English:

Збирати інформацію, проводити дослідження, різні види тестування, перепис населення, достоїнства і недоліки, телефонний опит, реклама, модель населення, неможливо всіх опитати.