Sum up the contents of the text in one sentence.

Text D

Control of the Message

Gatekeepers frequently alter or truncate the news or features they receive. Sometimes the changes do little harm, but occasionally the blue pencil ruins an idea or eliminates an important point. Your communications plan may involve informing the public about subject A before you say anything about subject B, but if a gatekeeper changes the order or eliminates one story, the sequence is destroyed. With advertising, however, you can be sure that your message is reproduced in the exact words you choose and in the sequence you have planned.

 

Control of Impact

With advertising, you can make your messages as big, frequent, and powerful as you choose. The gatekeeper may think your message is worth a 4-inch space on page 9, but if you think it deserves major treatment, you can buy a whole page. And if you the idea repeated, you can buy as many ads as the budget permits. The broadcast present similar problems and opportunities. Your news item or features idea m be used - or, if used, may be cut to a few words - but your advertisement will t without alteration.

Control of Timing

If timing is an important factor, advertising can guarantee that your message timely. Prompt response to a public issue, a fixed sequence of messages, continuity communication - all can be maintained through advertising. To the gatekeeper message may be just as usable on Tuesday as on Wednesday; but for your pi Tuesday may be a day too early or Wednesday a day too late. You can't be sure you pay for it. To a magazine editor, May can be as timely as June, but to you, May can be premature. If you want your message presented in June, you can guarantee the date by buying an advertisement.

 

□ Vocabulary:

alter - менять, изменять

truncate (the news) - использовать часть целого (новостей, сообщение), сокращать

do harm - наносить вред

feature - занимательная статья; занимательный очерк; рубрика (в газете, журнале)

eliminate - уничтожить, разрушить, отменить

sequence - последовательность, порядок

frequent - частый, периодичный

treatment - обращение, обхождение; трактовка, подход

be worth - стоить

ads=advertisements - рекламные объявления

item - газетная заметка, статья deserve - заслуживать

permit - позволять

present problems - представлять собой проблемы

cut to - сокращать, урезать до...

timely - своевременный

prompt response to - быстрый ответ на

issue - проблема, вопрос

fixed - неизменный, установленный, постоянный

continuity - последовательность, непрерывность, преемственность

maintain - поддерживать, сохранять

editor - редактор

premature - преждевременный

present a message - зд. поместить сообщение

Assignments:

1) Find the English equivalents in the text. Use them in sentences of your own:

1.изменять или использовать часть сообщения;

2. причинять небольшой вред;

3. последовательность нарушена;

4. так, как Вам это надо;

5. столько объявлений, насколько позволяет бюджет;

6. может быть сокращено до нескольких слов;

7. быстрый ответ на;

8. может быть преждевременным;

9. можно обеспечить дату, купив.

 

2) Match the words which are close in the meaning:

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

3) 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	tardy
exact	good

4) Make up 5 questions to the text, beginning with:

why; what; where; how; when.

 

5) Insert prepositions where necessary (to; in; by; without):

1. You can be sure that your message is reproduced___the exact words you

choose and___the sequence you have planned.

2. Your item news may be cut___a few words.

3. The broadcast media present___similar problems and opportunities.

4.Your news item or feature idea may or may not be used - but your advertisement will be used___alteration.

5. If you want your message presented in June, you can guarantee the date___buying an advertisement.

 

6) Complete the sentences from the text with the following words (gatekeeper; message; eliminates; guarantee; ads; present);

1....occasionally the blue pencil rums an idea or___an important point.

2. If a___changes the order or eliminates one story, the sequence is

destroyed.

Ъ. If you think your___deserves major treatment, you can buy a whole page.

4. If you want the idea repeated, you can buy as many___as the budget

permits.

5. The broadcast media___similar problems and opportunities.

6. If timing is an important factor, advertising can___that your message will

be timely.

 

Give the main idea of the text in one sentence.

Text E

Disadvantages of Advertising

Although institutional advertising can be effective in getting key messages specific audiences, there are some disadvantages.

Cost

Paid space is expensive. Ads in multiple media outlets, which are necessary sage penetration, can cost thousands of dollars in the trade press and million consumer press. The most extreme example is the annual Super Bowl football during which a 30-second television commercial costs about $900,000.

The high cost of buying space for advertising has led many companies to shift of their marketing communications budgets to product publicity, direct mail, a marketing.

 

□ Notes:

Super Bowl - Суперкубок (встреча команд американского футбола-победительниц Национальной и Американской конференций после окончания сезон Игры на Суперкубок проводятся с 1967 г.

 

□ Vocabulary:

disadvantages - слабые стороны, недостатки

institutional - казенный, скучный, холодный

paid space - оплаченное место (в СМИ)

multiple - множественный, многократный, многочисленный

outlet - рынок сбыта, рыночный канал, канал реализации

penetration - проникновение

consumer - потребитель

annual - ежегодный

to shift - передвинуть, сместить, сдвинуть, переместить

product publicity - пропаганда товара

direct mail - прямая почтовая рассылка рекламы, директ-мейл

telemarketing - телемаркетинг, телефонный маркетинг

1) Find the English equivalents in the text. Use them in sentences of your own:

1. недостатки рекламы;

2. действенный;

3. важные сообщения;

4. платное место;

5. ежегодный футбольный матч на Суперкубок;

6. телевизионный рекламный ролик.

 

Translate the following words and word-combinations into Russian.

Use them n sentences of your own:

specific audience; multiple media outlet; message penetration; trade press; consumer press; a 30-second television commercial; product publicity; direct mail; telemarketing.

 

4) Match the words which are close in the meaning:

specific	to get through
expensive	to purchase
trade	particular
to penetrate	business
to shift	costly
to buy	to change

5) Match the words having opposite meaning:

specific	cheap
expensive	to remain
trade	entertainment
to penetrate	to sell
to shift	indefinite
to buy	to ricochet

 

6) Write down the questions to the following answers:

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

2.............................................................? Paid space is expensive.

3.............................................................? Ads in multiple media outlets are necessary for

message penetration.

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

5..............................................................? The most extreme example is the annual Super

Bowl football game, during which a 30-second television commercial costs about $900,000.

 

 

Give the main idea of the text in one sentence.

Text F

Credibility

Public relations executives are fond of saying, "Advertising raises awareness, but publicity published as news stories creates credibility".

Because they are controlled messages, advertisements are generally less believable than publicity that appears in the news columns or on broadcast news shows. The pub­lic perceives that news reports have more credibility because purportedly objective journalists, who are independent of the organization, have evaluated the information on the basis of truth and accuracy.

Indeed, a major value of publicity is the concept that a third party, the medium, has endorsed the information by printing or broadcasting it. Advertisements have no such third-party endorsement because anyone with enough money can place an advertise­ment, provided that it meets the acceptance standards of the medium.

 

Vocabulary:

credibility - доверие; достоверность; репутации

be fond of - любить кого-либо, что-либо

publicity - пропаганда, реклама, гласность

awareness - осведомленность, знание

news story - газетное сообщение; информационный материал

news column - раздел новостей; рубрика, колонка

broadcast - вещать; распространять, вести радиопередачу

news show - программа новостей; новости

perceive - понимать; чувствовать, ощущать

news report - газетное сообщение

purportedly - намеренно, с целью, нарочно

objective - объективный

evaluate - оценить

truth - правда; истина

accuracy - точность, правильность; тщательность

major - крупный; главный, основной

endorse - подтвердить, одобрить; утвердить

endorsement - одобрение, подтверждение

provided that - при условии, что

meet - удовлетворять, отвечать

acceptance - принятие, одобрение; приемка; акцепт

Assignments:

1) Find the English equivalents in the text. Use them in sentences of your own:

1. специалист по паблик рилейшнз;

2. создавать репутацию;

3. менее достоверный;

4. объективный журналист;

5. на основе чего-либо;

6. подтвердить достоверность информации;

7. поместить рекламное объявление;

8. при условии, что;

9. отвечать нормам приемлемости.

 

2) Translate the following words into Russian and use them in sentences of your own:

1. to set new standards for smth.

to maintain high standards of smth.

to be up to standard

to meet a standard

to raise / to lower a standard

above / below standard

2. a major value of publicity a publicity campaign

 

3) Match the words which are close in the meaning:

to believe	idea
credibility	to approve
objective	to trust
to endorse	free
concept	confidence
independent	disinterested

4) Match the words having the opposite meaning:

to believe	to ban
credibility	percept
objective	biased
to endorse	subordinate
concept	to doubt
independent	mistrust

5) Complete the sentences from the text with the following words (truth; publicity; endorsement; concept; credibility; independent):

1. Advertising raises awarness, but publicity published as news stories creates____.

2. Advertisements are usually less believable than___that appears in the

news columns.

3. Purportedly objective journalists... have evaluated the information on the basis of____and accuracy.

4. Purportedly objective journalists... are___of the organization.

5. A major value of publicity is the___that a third party, the medium, has

endorsed the information by printing or broadcasting it.

6. Advertisements have no such third-party___because anyone with

enough money can place an advertisement.

 

6) Insert prepositions where necessary (—; by; with; on; of):

1. A major value of publicity is the concept that a third party has endorsed the information__printing or broadcasting it.

2. Public relations executives are fond___saying it.

3. Purportedly objective journalists are independent___the organization.

4. They have evaluated____the information___the basis of truth and

accuracy.

5. Anyone___enough money can place an advertisement.