Make up 5 questions to the text.

Text G

Timing and Context

"Let's run an ad in the newspaper" is a frequent reaction to a crisis. This approach has one major fault. It is usually too late.

This is particularly true when the crisis has already been reported by the media and the public has already developed strong opinions on the subject. For example, an organization accused of wrongdoing rarely does a good job of defending itself byspending a lot of money on advertisements denying responsibility.

After the Valdez oil spill in Alaska, Exxon placed several ads defending itself against charges of doing too little to contain the oil spill, but the public perceived the ads as insincere.

 

□ Notes:

the Valdez oil spill in Alaska - одна из крупнейших экологических катастроф -авария нефтеналивного супертанкера «Эксон Валдиз» (Exxon Valdez) компании «Эксон» (Exxon Corp.) 24 марта 1989 г. у берегов залива Принс Уильям-Саун, (Prince William Sound) недалеко от порта Валдиз на Аляске. Из цистерн танкер вытекло 41,6 млн литров нефти, которая уничтожила все живое на сотни киле метров вокруг.

 

□ Vocabulary:

approach - подход

fault - недостаток; ошибка, промах

develop opinions on - составлять мнения о

accuse smb. of - обвинять кого-либо в

wrongdoing - правонарушение

rarely - редко

defend – защищать

deny - отрицать, отказываться, отпираться

responsibility - ответственность

place an ad /to run an ad - поместить объявление

charge - обвинение

contain - укрощать; сдерживать (от распространения)

oil spill - разлив нефти

insincere – неискренний

Assignments:

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

1. поместить объявление;

2. составить мнение о;

3. крупная ошибка;

4. обвинить к.-л. в ч.-л.;

5. тратить деньги на;

6. отказываться от несения ответственности.

 

2) Translate the following words and word-combinations into Russian. Use them in sentences of your own:

a frequent reaction to;

it's usually too late;

the crisis has already been reported;

to develop strong opinions on;

to accuse smb. of;

to do a good job of;

to deny smth.;

to run / to place an ad;

to perceive smth./smb. as

 

3) Match the words:

to do	responsibility
to run	a good job
to develop	of wrongdoing
to deny	strong opinions
to accuse	an ad

 

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

frequent	to charge
to develop	repeated
to accuse	authority
to defend	to work out
sincere	to protect
responsibility	genuine

5) Match the words having the opposite meaning:

to develop	to attack
to accuse	immunity
to defend	dishonest
sincere	rare
responsibility	to praise
frequent	to confine

6) Insert prepositions (on; of; by; in; for):

1. Let's run an ad___the newspaper.

2.___example, an organization accused___wrong doing rarely does

good job____defending itself_____spending a lot___money

__ advertisements denying__responsibility.

3. This is particularly true when the crisis has already been reported___

the media and the public has already developed strong opinions___the

subject.

 

 

7) Answer the following questions:

1. How do people frequently react to a crisis? Why is this approach wrong?

2. Can you prove that it is usually too late?

3. What do you know about the Valdez oil spill in Alaska?

 

8) Agree or disagree:

This approach has one major fault. It is usually too late.

Give the main idea of the text in one sentence.

UNIT 2

TYPES OF PUBLIC RELATIONS ADVERTISING

Text A

The largest percentage of public relations advertising is done in magazines, with net­work television and newspapers and Sunday supplements in second and third place, respectively. The trend is increasingly to target niche audiences. Magazines, which are already very specialized, will probably continue to get the lion's share of "image" advertising, and network television will lose ground to cable networks.

There are several types of public relations advertising. At times, the distinctions between categories can become blurred; however, we will deal with five basic types: image-building, investor and financial relations programs, public service messages, advocacy, and announcements.

 

□ Vocabulary:

percentage - процентное отношение

do the advertising - заниматься рекламой; помещать рекламные объявления

supplements - приложения; спец. выпуски

respectively - соответственно

trend - тенденция

increasingly - в основном

target - иметь целью; нацелиться

niche audiences - нужные (для фирмы) / «свои» аудитории

the lion's share - львиная доля

lose ground to smb. - отставать от к.-л.

distinctions - различия

become blurred - стираться; стать размытым, неясным; принять неясные очертания

deal with - рассматривать; иметь дело с

public service - коммунальные услуги, коммунальное обслуживание; государ­ственная служба

 

Assignments:

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

1. престижная реклама

2. воскресные приложения

3. нужные аудитории

4. сеть телевидения

5. кабельное телевидение

6. иметь дело с; рассматривать

 

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

1. public service messages

2. to target niche audiences

3. Sunday supplements

4. to lose ground to

5. to become blurred

6. at times

7. public relations advertising

 

3) Match the words which are close in meaning:

largest	to carry on
basic	difference
to continue	biggest
blurred	to miss
distinction	cloudy
to lose	fundamental

 

4) Match the words having the opposite meaning:

largest	clear
basic	to win
to continue	inessential
blurred	similarity
distinction	smallest
to lose	to cease

5) Insert prepositions (to; of; in; with; between):

1. The largest percentage___public relations advertising is done____magazines.

2. Magazines will probably continue to get the lion's share___ advertising, and network television will lose ground___ cable networks.

3. At times, the distinctions__ categories can become blurred.

4. We will deal___ five basic types.

 

6) Answer the following questions:

1. In what order is public relations advertising done?

2. What is this trend increasingly to target?

3. Will network television or magazines continue to get the lion's share of "image" advertising?

4. What are the basic types of public relations advertising?

 

Give the main idea of the text in one sentence.

Text В

Image-building

Not only can advertising strengthen an organization's reputation and image, but it can also contribute to consumer and client acceptance of the organization's products and services. Consumers don't just buy a product; they also buy the company if it is perceived as being well managed, socially responsible, environmentally conscious, and willing to stand behind its products.

A good example of an image-building campaign is one by NYNEX, the telephone company serving New York State and New England. The company decided to put a human face on high technology with a series of ads that focused on its employees work­ing for and with customers to solve their telephone problems.

The attempt to humanize and personalize the company came after research indicat­ed that people were turned off by advertisements that emphasized the cold, imperson­al imagery of fiber-optic networks, microchips, and other high-technology hardware. Indeed, companies too often emphasize the wonders of technology without really pay­ing attention to showing how it improves the quality of life for the consumer.

The NYNEX campaign had an internal component as well. By featuring typical employees and distributing glossy brochures about the campaign to the entire staff, it improved morale among employees.

 

□ Vocabulary:

strengthen - укреплять; усиливать

contribute to smth. - вносить вклад в, способствовать acceptance - принятие, одобрение consumer - потребитель

perceive - воспринимать, понимать, осознавать

well managed - хорошо управляемый

responsible – ответственный

be conscious - сознавать, понимать, ощущать

environment - окружающая среда; условия, обстановка

be willing - желать, очень хотеть что-то делать

stand behind - зд. поддерживать, не отказываться от t

o put a human face on - придать человеческий вид чему-либо

high technology - передовая технология; высокая технология

focus on - сосредоточивать внимание на

solve - решать, разрешать (проблемы)

an attempt - попытка

humanize - очеловечивать; смягчать

personalize – олицетворять

turn off - отвлекать внимание

emphasize - подчеркивать; придавать особое значение

impersonal - беспристрастный, объективный, безличный

imagery - образность, образ

fiber-optic - светопроводный

hardware - технические средства, оборудование

wonders - чудеса

internal - внутренний; сокровенный

feature - изображать; показывать

entire - весь, полный, целый

morale - моральное состояние; боевой дух

 

Assignments:

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

1. репутация и престиж организации

2. товары и услуги организации

3. принятие (товара) потребителями и клиентами

4. понимать обстановку

5. передовая технология

6. решать проблемы

7. холодный безликий образ

8. и другое оборудование высоких технологий

9. улучшить качество

 

2) Translate the following words into Russian. Use them in sentences of your own:

1. acceptance standards

2. to find market acceptance

3. to gain public acceptance

4. consumer acceptance

5. trade acceptance

6. to have a good/bad reputation

7. to gain a reputation as something

8. to live up to one's reputation

9. to improve (the) morale

10. to undermine (the) morale

 

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

to strengthen	aware
impersonal	consumer
conscious	to deal with
customer	impartial
to solve	effort
attempt	to make firm
4) Match the words having the opposite meaning:
to strengthen	ignorant
impersonal	to question
conscious	certainty
customer	to weaken
to solve	seller
attempt	friendly

5) Match the words:

to buy	the quality of life
to solve	a human face
a series of	attention to
to put	a product
to be environmentally	responsible
to be socially	a problem
to improve	conscious
to pay	ads

6) Complete the sentences with the following words (acceptance; face; imagery; company; attention):

1. Consumers don't just buy a product, they also buy the_.

2. The company decided to put a human___ on high technology with a series

of ads.

3. Advertising can also contribute to consumer and client____ of the organi­zation's products and services.

4.... people were turned off by advertisements that emphasized the cold, imper­sonal _of fiber-optic networks, microchips, and other high-technology hard­ware.

5. Companies too often emphasize the wonders of technology without really paying _to showing how it improves the quality of life for the consumer.