| 1) Making a product or service known to the public (through the press, television, cinema, etc.) in order to sell it. | B. advertising |
| 2) Attracting the public’s attention but not necessary to sell anything specific. | D. publicity |
| 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. | A. public relations |
Task 5. Word families. Fill in the missing words.
| verb | person | thing |
| to advertise | advertiser | (1) advertisement |
| to create | (2) creator | (3) creation |
| (4) to compete | (5) competitor | competition |
What Is Marketing?
Task 1. Fill in the gaps with the words from the box.
1) Today competition is stiff, and companies which can best satisfy needs of the customers will survive and make the largest profits.
2)________________________________ The factors that help a firm to sell its products are known as the marketing mix
3 ) Marketing means promoting goods and services to customers.
4)------------------------------------------------ The product should be distributed to the most convenient place for customers to buy it.
7) The company is looking for a trade representative possessing high communicative skills and being able to persuade people.
8) "Zolotaya bochka" is positioned on the market as beer of high quality.
What Is The Brand?
Task 2. Fill in the gaps with the words from the box.
4) British Petroleum decided to update its image. A creative team came up with a new design of the
company's logo It cost the company one million pounds.
5) Cars of Japanese mark are popular in the world.
6) Trademark i s the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from others. It is usually registered and protected by law.
Advertising as a Career in the USA
| 1. продвижение | promotion |
| 2. сбыт товаров | distribution |
| 3. предлагать | offer |
| 4. образование | background |
| 5. менеджеры по рекламе | advertising manager |
| 6. обладать навыками | have aptitudes for |
| 7. рекламное пространство | advertising space |
| 8. эфирное время | broadcasting time. |
| 9. обладать навыками торгового работника | to be skilled in salesmanship. |
| 10. размещать рекламу в СМИ | to place advertisements in the media |
| 11. психологию потребителя | consumer psychology. |
| 12. Компетентность в | competence in |
| 13. планирование и сравнительная оценка СМИ | media planning and evaluation |
| 14. размещать рекламные сообщения | to expose the advertising message |
| 15. покупка | purchase |
| 16. подготовка текстов рекламы | copywriting |
| 17. требовать | require |
| 18. автор рекламного текста | copywriter |
| 19. вёрстка | layout |
| 20.умение делать фотоклише | photoengraving |
| 21. печатать тексты | to type |
| 22. актёрское мастерство | dramatics |
| 23. драматургия | play writing |
| 24. смежные области | allied fields |
| 25. финансовые работники с бухгалтерским образованием | account executives |
| 26. навыки менеджера | managerian skills |
| 27. снабжение | supplies |
| 28. должности | positions |
| 29. материалы со шрифтовыми выделениями | producers of display materials |
| 30. дизайнеры товаров и упаковки | product and package designers |
| 31. быстро расти | to grow rapidly |
| 32. продвигаться по служебной лестнице | moves up in responsibilities and pay |
| 33. собственные усилия | one’s own efforts |
| 34. стаж работы | length of employment |
| 35. розничная торговля | retailing |
| 36. ставка оплаты | the rate of pay |
| 37. руководящие работники в бизнесе | business executives |
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Potato Peelers
Task 1.
| g | e | j | c | a | h | d | i | f | b |
Task 2.
The sales-man Bob Martin was an ambitious (1) man. Working at CAT-MORE CATLERY’S meant to raise sales (2) in order to succeed. Being a sales manager (3) Bob had done well. In this business new (4) ideas were needed, because other competitors (5) had also been successful. An opinion-poll firm (6) had found out potato peelers _ are thrown away (7) with the peelings. Potato peelers shouldn’t catch the customer’s (8) eyes, but following an important aspect of the marketing (9) they should be displayed attractively. The solution (10) was to put them on red cards.
Крикова
Людмила Петровна
МИР РЕКЛАМЫ– I
Учебное пособие
Главный редактор Л.П. Крикова
Составитель Л.П. Крикова
Корректор Л.П. Крикова
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Технический редактор Л.П. Игнатьева
Компьютерная верстка Э.А. Иванова
Художественный редактор Э.А. Иванова
Дизайнер Э.А. Иванова