Text 13 using an advertising agency

Most public relations advertising is prepared and placed by advertising agencies. The agency has people who are experts in all phases of creating the ads and getting them published or broadcast in the chosen media.

If your organization has an advertising department, it is likely to be the prime con­tact with the agency. However, there are some organizations in which the public rela­tions department is the contact. In either case, the public relations people are identi­fied as the "client", the entity that approves or disapproves the agency's recommenda­tions.

This relationship must be one of enthusiastic cooperation. Agency and client are not adversaries but partners. In general, the public relations role is to determine broad objectives ("what to do") while the agency determines the means ("how to do it").

Advertising agencies do not normally charge anything for their services. Their com­pensation comes from the "agency discount" that is granted by most media. Normally this discount is 15 percent of the cost of the space or time, and it is not granted to advertisers. It works this way: If the space or time costs $1000, the agency bills the advertiser for the sum but remits $850 to the medium. The $150 difference is retained by the agency as pay for preparing the ad.

Agencies do bill clients for the cost of materials purchased for use in preparing the advertising for publication or broadcast.

Vocabulary:

place an advertisement – поместить объявление

phase – стадия, фаза

create – создавать

broadcast – вещать, передавать по радио

chosen – выбранный

prime – очень важный, основной, первоначальный

in either case – в любом (из двух) случаев

identity – отождествлять, опознавать

entity – самостоятельное (хозяйственное) подразделение

approve – одобрять

adversary – соперник, противник

determine – определять

broad – широкий

objective – цель

means – средство

charge – взимать плату

discount – снижение цен

grant – предоставлять

advertiser – рекламодатель, газета с объявлениями

cost – стоимость

space – место, пространство

bill smb. – выставлять счет кому-либо

remit – пересылать (деньги по почте)

retain - удерживать

Translate the following words into Russian and use them in sentences of your own:

free of charge

at no extra charge

to charge smb.for smth

public relations department

enthusiastic cooperation

to bill amb.for smth

Make up 5 wh-questions about the text.

Text 14 posters

Posters are used in a variety of settings to create awareness and remind people of something. Many companies use posters on bulletin boards to remind employees about basic company policies and safety precautions.

A good example is the Nissan Motor Company's poster campaign to remind employ­ees at various U.S. offices to buckle up when driving. Nissan used a series of posters with a lighthearted touch, using famous artworks and personalities. One poster draped a seat belt over a stock movie photo of Sherlock Holmes with the caption, "It's Elementary, Buckle Up Now".

Government agencies often use posters as part of public information campaign about preventing AIDS, getting flu shots, or having pets neutered. The government of New Zealand used an extensive poster campaign to warn returning citizens from abroad about the dangers of bringing fruit and other banned products into the island nation. The large poster, in full color, carried the headline "Lethal Weapon" and showed a collage of banned food products in the shape of a machine gun. The copy below the picture was simple and brief:

Don't Bring One Home

The everyday items you bring back from overseas could contain pests and diseases with a more lethal effect than any weapon:

• Devastating our economy.

• Destroying our environment.

Just ask your travel agent for a brochure on what you can and can’t bring back.

And if you’re in doubt, leave it behind.

Museum exhibits and art shows lend themselves to poster treatments. The poster, often a piece of art itself, can promote attendance and can also be sold as a souvenir of the show.

Posters can also be used as mailers to business prospects and key opinion leaders. The American Management Association regularly sends posters to businesses promoting its services and conferences, they are mailed in the hope that the recipients will display them on bulletin boards so that additional people are informed.

To be effective, a poster must be attractively designed and have strong visual elements. It should be relatively large, convey only one basic idea, and use only a few words to relate basic information. A poster is a small billboard.

Posters, if done property, can be expensive to design and produce. Therefore, you need to assess how the posters will be used and displayed. Costs can be controlled, often by buying ready-to-use posters from printers and having the organization’s name or logo printed on them. Local chapters of national organizations, such as the American Cancer Society, also get posters from the national organization that can be easily localized.