Vocabulary

advantages	<xft	сильш сторони; переваги
mass	-*ft	засоби зв'язку
communication
message	<*ft	повщомлення
format (v)	««ft	виконати розмггку тексту
sender	<4ft	ексиедитор; вщправник
selectivity		Bifl6ip; виб1ршсть
audience	<4ft	Bw6ip/ni;j6ip аудитор]'!'
selection
exposure		контакт
convey (v)	««ft	передавати
publics	-«ft	фупи аудитор!')'
rely on (v)	<4ft	покладатися на ...; дов^ряти
disadvantages		слабю сторони, недолжи
institutional	««ft	скучний, казенний
paid space	4ft	оплачене мюце
outlet	■4ft	канал реашзацп
to shift (v)	•4ft	перемютиги
product publicity	4ft	пропаганда товару
credibility	«ЙЧ	довгра. репутащя
news story	««ft	шформацШний матер iaa
to perceive (v)		розу мпги; вщчу ват и
purportedly	««ft	нарочито; з певною метою

a medium -«А носш реклами

to endorse (v) <<?» тдтвердити, одобрити provided that «йч за умови, що.

Exercises

Ex. 1. Find the English equivalents in the text:

1. Платний та контролюючий 3aci6 зв'язку

2. розмнцувати с hoi повщомлення

3. Вщщл реклами

4. (дуже) своерщна аудиторы

5. завоювати аудиторпо

   1. нeдoлiки реклами;

   2. ваяипвд повщомлення;

   3. платне Micue;

   4. щор1чний футбольний матч на Суперкубок;

   5. телев1зшний рекламний ролик;

   6. Створити репугащю;

   7. менш достошрннй;

   8. об'ективний журнал1ст;

   9. гмд гвердити достов1рн1сть 1нформащ1;

   10. розм}стити рекламну об'яву;

   11. вщповщати нормам сприйняття.

Ex. 2. Find the words in the text which describe or mean the following:

1. ways of sending information, such as using radio, television, or computers;

2. an individual who controls the flow of information;

3. the time, day, etc. when someone does something, especially when you are considering how appropriate this is;

4. to arrange a book, page, etc. to a particular design or plan; to layout a document to be printed;

5. to be seen or heard by the audience;

6. extremely important, necessary and urgent;

7. the member or type of people who regularly watch or listen to a particular program;

8. happening once a year;

9. particular, or detailed, or exact;

10. something that is not favorable or that causes problems;

11. to enter something or pass through it, especially when this is difficult;

12. someone who manages others in an organization, especially a business or company, or helps to decide what the organization will do;

13. the quality of deserving to be believed and trusted;

14. to say in an advertisement that other people should buy a particular product;

15. a level of quality, skill, ability, or achievement by which someone or something is judged, that is -considered to be necessary or acceptable in a particular situation.

Ex. 3. Translate the following word-combinations into Ukrainian. Use them in sentences of your own:

written and formatted messages; a primary reason for; a communication tool; control remains with the sender; the advertiser's control of the impact and timing; with little regard for any other people; specific audience; multiple media outlet; message penetration; trade press; consumer press; a 30-second television commercial; product publicity; direct mail; to maintain high standards of smth.; above/below standard; a publicity campaign.

Ex. 4. Translate the following sentences into Ukrainian:

1. With advertising, you can make your messages as big, frequent and powerful as you choose.

2. If you want the idea repeated, you can buy, as many ads as the budget permits.

3. If timing is an important factor, advertising can guarantee that your message will be timely.

4. You can't be sure unless you pay for it.

Ex. 5. Match the words which are close in the meaning:

primaiy	to win
to remain	to stay behind
to reach	important
key	various
different	main
frequently	to remove
to alter	to be worthy of
harm	alike
occasionally	to submit
to eliminate	appropriate
to deserve	regularly
to guarantee	from time to time
similar	to secure
timely	wrong
to present	to change
specific	to get through
trade	to purchase
to penetrate	particular
to shift	business
to buy	to change

Ex, 6. Match the words having the opposite meaning:

prompt	overdue
powerful	to refuse
to maintain	incorrect
to involve	impotent
harm	to exclude
major	mess
premature	insignificant
to permit	to neglect
order	lardy
exact	good
specific	cheap
expensive	indefinite
to shift	to remain

Ex. 7. Insert prepositions where necessary (with; in):

1. The organization places its messages ... the medium's advertising department.

2. Control of the message remains ... the sender.

3. ... advertising you can reach ... a very specific audience.

4. Advertisements ... specialized publications .can reach . . their readers ... very little exposure to others.

Ex. 8. Make up questions for these answers:

1. Advertising is paid and controlled mass communication. (...?)

2. A primary reason for using advertising as a communication tool is that control of the message remains with the sender. (...?)

3. Some other advantages of advertising are its selectivity and the advertiser's control of the impact and timing. (. ..?)

4. Advertisements in specialized publications can reach their readers with veiy little exposure to others. (...?)

5. To be sure of reaching your key publics, you can rely on advertising. (...?)

6. Although institutional advertising can be affective in getting key messages to specific audiences, there are some disadvantages. (...?)

7. Paid space is expensive. (...?)

8. Ads in multiple media outlets are necessary for message penetration. (...?)

9. The most extreme example in the annual Super Bowl football game, during which a 30-second television commercials costs about $900,000. (...?)

10. Ads in multiple media outlets can cost thousands of dollars in the trade press and millions of dollars in the trade press and millions of dollars in the consumer press. (...?)

Ex. 9. Sum up the contents of the text in some sentences.

Ex. 10. Render the following sentences in English:

1. Як вщомо, ефективне рекламне звертання повинно: * залучати та утримувати увагу цшьово! аудитора;

» прямо чи поб1чно доносити до аудиторн необхщне уявлення про предмет реклами;