D. Insert the italysed words into the following sentences.

printed flyers to stimulate demand web banners to deliver message advertisement a free sample cut-price vouchers to convey stickers on apples in supermarkets adverts the point of sale merchandising ads

1) Advertising is used … availability of a "product" and to provide information regarding the product.

2) One of the main objectives of advertising is … for the product.

3) Some commercial advertising media include … … ….

4) Any place the sponsor pays … through a medium is advertising.

5) An advertising campaign consists of a series of … … … which are run in various media.

6) Promotion is often used to refer to marketing activities: offers … … ….

7) Merchandisingis a promotion of a product by developing strategies.

 

E. Do you know what these abbreviations stand for? Search a dictionary or the Internet if necessary: AD, AIDA, U.S.P., RPI, IAA, NOAB

 

Reading 2: Advertising media and methods

A. Match the following words with their definitions.

a	commercial (n.)	memorable motto or phrase
b	billboard	a large, square sign used to post advertisements
c	complimentary	a statement (about a product) released to the news media
d	campaign	an advertisement on TV, the radio, etc
e	readership	the attempt to manage how a public sees a product
f	slogan	the number of people that read a particular newspaper, magazine, etc
g	press release	a plan of action (to promote a product)
h	features	a measure of how popular a brand is (how many
i	publicity	special characteristics, qualities
j	brand awareness	free

B. These eight verbs are commonly used in advertising. Choose the right one to complete each sentence.

e.g. 1 = appeal

attract promote

boost persuade

spend appeal

launch project

 

1) The copywriter created a slogan which would … to a wide cross-section of consumers

2) The agency wants to … a campaign targeting the under-16 market.

3) The consumers we want to… are professionals who purchase up-market products.

4) All advertising must … the right product image.

5) Giving away free badges helped to … ice-cream sales to children.

6) The number of TV commercials in a campaign depends on how much the client wants to … and who he wants to reach.

7) The function of advertising is primarily to inform and to …

8) Our plan is to … the new product across a wide range of media.

C. Translate the following sentences from English into Russian.

1) Оnе definition of merchandising is о marketing practice in which the brand or image from one product or service is used to sell another. It is most prominently seen in connection with films, usually those in current release and with television shows oriented towards children.

2) Merchandising, especially in connection with child-oriented films and TV shows, often consists of toys made in the likeness of the show's characters or items which they use.

3) What we call junk mail is actually the result of direct marketing campaigns designed to get you to buy a product or service. It's called direct marketing because it attempts to match you and your buying prefer­ences with offers that are likely to make you buy a product or service.

4) The fluency lost a $ 15 million account for Nikon cameras when it mistakenly ran an advert for a new product before it had formally been introduced.

5) The world's biggest advertising campaign rests on the denim-clad shoulders of that anonymous cowboy, the Marlboro Man.

6) Despite heavy promotion, new car sales rose by only 1.7% in August over the figure for August last year.

7) Although the number of drug salesmen may decline, firms may still need a big marketing operation to handle the advertising and point-of sale promotion necessary in retail outlets.

 

D. Discuss in groups.

1) Where do you see a lot of advertising?

2) What advertising campaigns are famous in our country?

3) What commercials do you like?

4) What cannot be advertised on TV in our country?

5) Advertising can influence people's behavior, sometimes - as in a case of the anti-smoking campaign – with very positive results. In what other fields could advertising play a beneficial role?

6) What advertisements and promotional activities does your company use?

Discussion: Advertising via the internet is a new medium