Task 1. Match the words with their definitions.




1) snack A. a public notice selling

goods or services

2) manufacturer B. income, especially total

annual income

3) advertisement C. person of company that

makes goods from raw ma­terials

4) revenues D. process of making goods

and services known to peo­ple

5) advertising E. light meal

 

Task 2. Try not to look at the text and say what these num­bers refer to:

1) 100; 3) 300; 5) 80; 7) 75.

2) 45; 4) 15; 6) 85;

 

Task 3. Study the words in the box.

 
 
advertising — advertisement — publicity — marketing — public relations  

 


Advertising — реклама товара, услуги или компа­нии в средствах массовой информации, исходя­щая от коммерческого источника, например производителя или розничного торговца.

Слово advertising неисчисляемое. People don't like much advertising on TV.

Advertisement — объявление, реклама, анонс. Слово advertisement исчисляемое. То put I to place an advertisement in the newspaper / the magazine/ on the Internet. An advertisement in 'Moscow Times' brought lots of new customers.

Publicity — гласность, известность, слава; реклам­ные материалы; сообщение маркетингового характера в средствах массовой информации о компании или ее продукции, в отличие от рек­ламы, не оплачивается.

to seek publicity — добиваться гласности

to avoid publicity — избегать гласности

The new store was given a wide publicity. - Но­вый магазин был широко разрекламирован.

Marketing — все виды деятельности, направлен­ные на стимулирование спроса на продукты и услуги, т. е. реклама, продвижение продаж, создание торговой марки, исследование рынка и т. д.

Public relations, or PR — связи с общественно­стью, сознательная попытка создать положи­тельный имидж компании, показать, что ком­пания преследует социальные интересы.

Task 4. Match the definitions on the left with the words on the right.

1) Making a product or service known to the public (through the press, television, cinema, etc.) in order to sell it. A. public relations
2) Attracting the public’s attention but not necessary to sell anything specific. B. advertising
3) All the activities intended to stimulate demand for products and services, e. g. ad­vertising, sales promotion,branding, consumer tests, market surveys and so on. C. marketing
4) Part of marketing and promotion, but without direct involvement in selling. Its function is to build up a good image and reputation, to show that the firm is socially aware and has the public in­terest at heart. D. publicity

Task 5. Word families. Fill in the missing words.

verb person thing  
to advertise advertiser (1)__________
to create (2)__________ (3)__________
(4)__________ (5)__________ competition
     
AIDA Advertisers often follow the AIDA model in their advertisements and sales literature.
Attention: the advertisement gets the readers' attention
Interest: it develops the readers' interest
Decision: it tries to encourage them to make a decision  

Task 6. Work in a group of three or four people and write a list of things that you think help to make successful advertisements. Form an advertising agency. Choose one product that your agency is going to promote. Us­ing this list as a guideline, discuss some ideas and draw a poster or write a commercial. Remember AIDA (attention, interest, decision, action).

• What image do you want to project?

• What approach/technique will you use?

• How will you attract the reader's / listener's attention?

• What will your slogan be? (maximum 10 words)

• What will the text of your commercial be (50-80 words)

• Will you use someone famous to advertise the product?

 

Task 7. What about you?

1) Do you think advertising is really important?

2) Do you agree that advertising doesn't cost, it pays?

3) What is the most cost-effective way of advertis­ing?

4) Do you think transit advertisements are impor­tant? Why?

 



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