Mobile billboard advertising

Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.

Covert advertising (product placement) occurs when a product or brand is embedded in entertainment and media. For example, in a film, the main character can travel by an airplane of a definite company.

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The majority of television commercials feature a song or jingle that listeners soon relate to the product.

Infomercials

There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.

The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores, products, or companies.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam".

Mobile phone advertising

As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

Vocabulary Focus

1. Advertisement	объявление; реклама; анонс, извещение
2. Brand	1) торговая марка, бренд 2) разновидность, сорт
3. Destination advertising	целевая реклама
4. Direct mailing	рекл., связь прямая (почтовая) рассылка (рассылка почтовых сообщений непосредственно на адреса предполагаемых клиентов)
5. Distribution	1) распределение; раздача 2) распространение 3) мат.; лингв. дистрибуция, распределение
6. Institutional advertising	реклама самой фирмы, а не её товаров
7. Media	а) употр. с гл. в ед. и мн.; = mass media СМИ, средства массовой информации б) употр. с гл. во мн. представители СМИ; репортёры, журналисты
8. Poll	опрос, социологическое исследование
9. Sponsorship	1) общ. поручительство, порука, гарантия 2) а) общ. финансирование (финансовая поддержка) б) рекл. спонсорство (финансовая поддержка в обмен на рекламу своей деятельности, продукции и т. п.) 3) общ. инициатива, почин 4) общ. одобрение, поддержка
10. Throwaway	1.прил. 1) разовый, одноразовый; выбрасываемый (после употребления) 2.сущ. 1) предмет одноразового использования 2) преим. амер.; канад. рекламная листовка, буклет или проспект (распространяемые на улице или в общественном месте)

Speaking

Compose dialogues according to the information given below:

· You work for a large tour operator. You are giving an interview to a correspondent. The theme of the interview is tourist promotion.

· You are a professor at a university giving a lecture on tourist promotion. Answer the students’ questions on the subject.

Creative task

Advertise your enterprise. Create a flyer/handbill/business card of your travel agency. Make sure it is colorful, unique and impressive. Tempt people to visit you and use your services!

Questions

1. What is tourism?

2. What benefits of tourism can you name?

3. What are the advantages and disadvantages of being involved in tourism business?

4. What types of tourism do you know?

5. What types of tourism are traditional ones?

6. What types of tourism are brand new?

7. What part does transportation play in tourism industry?

8. Why have railroads and steamships lost much of their business?

9. What should be the final result of efforts made by the people who work in tourism?

10. What jobs in tourism can you name?

11. What are the special skills desirable in tourism?

12. Is prior experience in tourism necessary before starting an independent travel agency? Why?

13. What are the factors necessary for the success of a travel agency?

14. What is a hotel?

15. What does a hotel provide for a traveler?

16. What types of hotels do you know?

17. What is the difference between a hotel and a motel?

18. What is business travel?

19. What business facilities do many hotels offer?

20. What is the main idea of culinary trips?

21. What is promotion?

22. What kinds of promotion can you name?

23. What are the media?

24. What role does word of mouth play in tourism promotion?

25. What is travel agency?

References

1. Агабекян И. П. Английский язык. Сервис и туризм. English for Students in Service Sector, Tourism and Hospitality / И. П. Агабекян. – М.: Наука-Спектр; «Дашков и К°», 2010. – 312 с.

2. Иващенко И. А. Английский язык для сферы туризма: учеб. пособие / И. А. Иващенко; под общ. ред. Т. Н. Кондрашиной. – М.: Флинта: Московский психолого-социальный институт, 2005. – 264 с.

3. Кіреєнко К. В. English for Tourism: навч. посіб. для студ. вищ. навч. закл. / К. В. Кіреєнко; Держ. закл. «Луган. нац. ун-т імені Тараса Шевченка». – Луганськ: Вид-во ДЗ «ЛНУ імені Тараса Шевченка», 2009. – 174 с. – англ. мовою.

4. Королева Н. Е. Английский язык. Сервис и туризм. English for tourism: учебное пособие / Н. Е. Королева, Э. З. Барсегян, А. М. Сербиновская. – Изд. 2-е. – Ростов н/Д: Феникс, 2007. – 407, [1] с. – (Высшее образование).

5. Митина И. Е. Деловой английский. Путешествие: Учебное пособие / И. Е. Митина, Л. С. Петрова. – Спб.: Лениздат; издательство «Союз», 2001. – 320 с.

6. Сербиновская А. М. Английский язык для турбизнеса и сервиса. English for travel business and service: Учебник для вузов / А. М. Сербиновская. – М.: Издательско-торговая корпорация «Дашков и К°», 2006. – 428 с.

 

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