Text 9. Advertising

Advertising is an integral part of any business. It is an important means of promoting the goods and introducing new ones in the markets available.

There are lots of specialized advertising agencies dealing with different sorts of advertisements. Big companies often have special advertising departments doing their business in a certain field.

There are four main types of advertisement: classified, commercial, direct mail and presentation.

Classified advertisements assort advertisements appearing in local and national, daily or weekly newspapers, magazines and journals, in posters, leaflets, brochures and display advertisements.

Commercial advertisements are advertisements on TV, radio or in cinemas, They are often called "commercials". It's a very effective way of promoting goods but the most expensive one.

Direct mail advertising is well known by everyone. There are seemingly never-ending streams of leaflets, brochures, cards and coupons sent to us by mail or handed to us in the streets. Many of them go straight into our wastepaper baskets but some catch our attention. Sales letters using modern technique can now be addressed directly to individuals by name and can even have their names in the body of the letter, it is a favorite ploy of advertisers.

Presentation is one of the direct forms of advertising the goods or the company. People who are invited to a presentation are usually offered some special discounts, are asked to take part in different lotteries. Sometimes free samples of the goods produced are given to people invited.

In accordance with their applications all advertisements can be divided into: product advertisement, clearance advertisement, image advertisement, job vacancies advertisement and explanatory advertisement.

Product advertisement is used to launch a new product or to promote well-known goods on the market available.

Clearance advertisement is an announcement of some clearance sales, range of discounts and favorable terms.

Image advertisement is used to form a lasting image of a product, of a company.

Job vacancies advertisement must state clearly what the job is and where to apply for it.

Explanatory advertisement is used to uphold some idea of doing something: sending money to charity funds for underprivileged children and homeless people, taking care of our environment and so on.

EXERCISES

Exercise 1. Translate into Russian

Integral part; means of promoting the goods; market available; advertising agencies; advertising departments; to do one's business; classified advertisements; to appear in local newspapers; display advertisements; commercial advertisements; direct mail advertising; streams of leaflets; wastepaper baskets; to catch one's attention; modern technique; the body of the letter; plays of advertisers; to offer some special discounts; to take part in different lotteries; free samples of the goods; people invited; in accordance with; clearance advertisement; to launch a new product; to promote well-known products; range of discounts; to state clearly; a lasting image; to uphold some idea; charity funds; underprivileged children; environment.

Exercise 2. Translate into Еnglish

Принимать участие в различных лотереях; начинать выпуск нового продукта; текст письма; приглашенные; мусорные корзины; появляться в местных газетах; благотворительные фонды; уловки рекламодателей; рек­ламные отделы; в соответствии с; бесплатные образцы товаров; окружа­ющая среда; четко указать; современная техника; привлекать чье-либо внимание; заниматься деловой активностью; неотъемлемая часть; продви­гать (на рынке) хорошо известные товары; обездоленные дети; надолго запоминающийся имидж; реклама по случаю дешевой распродажи това­ров; предлагать специальные скидки; рекламные щиты; рекламные агент­ства; поддерживать идею; реклама по почте; средство продвижения това­ров (на рынке); печатная реклама; коммерческая реклама; существующий рынок; потоки рекламных листков.

Exercise 3. Answer the questions

1. What is advertising?

2. What do big companies often do to advertise their business?

3. How many tapes of advertisement do you know?

4. What is a classified advertisement?

5. What does a commercial advertisement deal with?

6. What is the purpose of the direct mail advertising?

7. What is presentation?

8. Into how many groups can all advertisements be divided according to their applications?

9. Describe each group.

Exercise 4. Answer the additional questions

1. What does market research mean?

2. What is marketing?

3. What does the choice of media for advertising depend on?

Exercise 5.Complete this table with the missing nouns and verbs

Verb	Noun
demonstrate
publicise
exhibit
	launch
present
	celebration
	invitation
	request
compete
insure
Profit

Exercise 6. Complete the following advertisement with an appropriate linking word or phrase from the list below

that is to say, after that, to start with, then, obviously, however, then,

so, naturally, in other words, as well as, also, but, yet

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The weekend is spent at our training centre in the beautiful Lake District. … you'll want some comfort, … we've taken over a small castle, but … you'll have to get past the guards. We start on a Friday evening without dinner. … there is an orientation session. … it's down to business. You'll spend most of your weekend outside, working with others on a variety of intellectually and physically challenging activities. … there's a warm bed waiting for you after you've finished the course.

You can expect to return home on Sunday evening a changed person, … ready to face any new challenges.

… , we hope you'll … return for another Adventure Weekend at some future date. …, most of our graduates find that they don't need to.

For more information, contact Mike Barker on

0107-556-8967 (phone) or 0107-457-0553 (fax)

Exercise 7. You want to advertise a credit card

4. What features of a credit card do you want to tell people about?

5. Most credit cards offer similar services. Can you present your credit card so that people prefer it to other cards?

Read about Barclaycard's advertising campaign

1. Why did Barclaycard launch a new advertising campaign in 1990?

2. Which three features did this new card have?

3. What kind of campaign did the advertising agency plan?

Barclaycard is a popular British credit card from Barclays Bank. Its main competitor is the Access card. Between 1979 and 1990, Access was more popular than Barclaycard, which lost money in 1990. That same year Barclaycard launched a card with new features with a very successful advertising campaign. By October 1991, theirs was the number one in Britain and Barclaycard were in profit again.

One of the features of the new card was free insurance. If you bought an item with a Barclaycard and something happened to it in the next hundred days, you got your money back. Barclaycard asked an advertising agency, BMP DOB Needham, to design a new campaign. They wanted to show the public that Barclaycard: is accepted all over the world; offers free insurance; is replaced quickly if you lose it.

The agency made a number of television advertisements with amusing characters and story lines. They created Latham, an old-fashioned James Bond character who thinks he knows everything. They chose Rowan Atkinson, famous for his "Mr Bean" character, to play this part. We always see Latham with his sensible assistant, Bough. In one advertisement, Latham and Bough are in a market in North Africa. They go into a carpet shop. Latham buys a carpet with cash after arguing about the price. Bough buys a carpet too, but he pays for his with a Marclaycard. He tells Latham that it is insured. Latham laughs at him and says that very little can happen to a carpet. As he speaks, he rests one end of the carpet in a small fire by accident. "Ah, smell those Tuareg camp fires -unmistakable", says Latham, looking out across the desert.

Exercise 8. Fill in the blanks where necessary

1. Resort … the help … advertising agencies.

2. Study … demand.

3. A 15% discount … the value … the purchase means … advertising.

4. You can buy an advertising space … $ 50,000.

5. To draw … an invoice … $50,000.

6. The implementation … the appeal is very important … advertising … similar goods.

7. It depends … the demand.

8. To protect … the public … misleading advertisements.

9. It was an advertisement … the radio.

10. Classified advertisements in newspapers are placed … people offering or asking … a product … service.

11. Are you offering … or looking … employment?

12. Keyed adverts have a code printed … the reply coupon identifying … the magazine or newspapers where it appeared.

Exercise 9. Match the word combinations on the right to the ones on the left

advertising campaign products to distribute capital goods application demonstrable corporate advertising direct mail advertising a goods van to deal with a client

usage image advertising provable publicity campaign goods to disseminate investment goods a goods wagon to deal with customers resident mail advertising

Exercise 10.

A. Find four adjectives that mean very big.

B. Find three adjectives that mean very (very nice).

C. Find three adjectives that mean difficult to believe.

Incredible, wonderful, fantastic, great, huge, amazing, giant, unbelievable, enormous, massive

Exercise 11. Write your own advertisements.

a) on a new product: shampoo, tooth-paste, medicine;

b) a job vacancy for the position of: financial director, office manager, interpreter / translator;

c) on a new restaurant: fast-food restaurant, night club, casino.