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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;

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