I. Match the Russian and the English equivalents in the table below.

1. to get aware of	a. пробное использование
2. an advertising campaign	b. не прямые продажи
3. to build brand awareness	c. сохранение единого стиля
4. a trial	d.  неразглашение
5. customer loyalty	e.  узнать
6. сcontinuity	f. убедить перспективных клиентов сделать покупку
7. a competitor	g.  платное объявление
8.  non- disclosure	h.  создать у потребителей осведомленность о бренде
9.  paid announcements	i. престиж фирмы
10.  distortion, deception and manipulation	j.  искажение информации, обман и махинации
11. persuade prospects to make a purchase	k. оформление договоров, сбор и анализ данных клиента, оценка рисков
12. sales promotions	l. рекламная кампания
13. non-personal salesmanship	m. верность клиента бренду
14.  target market	n. целевой рынок, потенциальные клиенты
15. underwriting	o. конкурент
16.  goodwill	p. стимулирование сбыта

II. Scan the text and say what its major subject is. Use the following clichés: (for more useful phrases use App2)

As far as I am concerned, ………….

You are free to disagree with me but.................

Frankly speaking I have no idea..........

Just imagine television or a newspaper or a radio channel without an advertisement! No one can. Advertising plays a very important role in customers’ life. Customers buy a product only after getting aware of its availability in the market. If a product is not advertised, no customer will come to know about it and will not buy it even if the product is for their benefit. Advertising plays a very important role in today’s era of competition. It also is one thing which has become a necessity for everybody in their day to day life, be it a producer, a trader, or a customer.

The American Heritage Dictionary of the English Language defines advertising as the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

American Marketing Association has defined advertising as “any paid form of non-personal presentation and promotion of ideas, goods and services of an identified sponsor”. This definition reveals the following features of advertising:

1. It is a paid form of communication. Advertisements appear in newspapers, magazines, television or cinema screens because the advertiser has purchased some space or time to communicate information to the prospective customers.

2. It is a non-personal presentation of a message. There is no face-to-face direct contact with customers. That is why, it is described as non-personal salesmanship. It simplifies the task of sales-force by creating awareness in the minds of potential customers.

3. The purpose of advertising is to promote the idea about products and services of a business. It is directed towards increasing sales of the products and services.

4. An advertisement a issued by an identified sponsor. However, non- disclosure of the name of the sponsor may lead to distortion, deception and manipulation. An advertisement should disclose or identify the sources of opinions and ideas it presents.

Advertising is the best way to communicate to customers. It helps inform them about the brands available in the market. Variations of advertising include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Such media as television, radio, movies, magazines, newspapers, the Internet and billboards are used to deliver messages nowadays. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone cold messages.

It has acquired great importance in the modern era characterized by tough competition in the market, fast changes in technology, fashion and taste of customers.

Advertising is created using various media types, with different techniques and methods most suited.

There are four main objectives of advertising.

Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing customers to buy a new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look at the products and purchase for a trial.

Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.

Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.

Switching back: this objective is for the companies who want their previous customers back, those who have switched to their competitors. The advertisers use different ways to attract the customers back such as discounts, new advertising, some reworking done on packaging, etc.

Basically, advertising is a very artistic way of communicating with customers. Advertising is also important for sellers and manufacturers as it helps

§ increase sales

§ producers or companies know their competitors and plan accordingly to catch up with the

level of competition.

§ make people aware of new products so that they can purchase for a trial

§ create goodwill for the company and gain customer loyalty

§ keep the demand for the product

Moreover,advertising helps educate people. There are some social issues which advertising deals with such as child labour, liquor consumption, smoking, family planning education, etc. thus, advertising plays a very important role in the society.

 

https://www.managementstudyguide.com/marketing-communications.htm

 

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer. (for more useful phrases use App2)

That goes without saying...............

To my mind....................

I have no doubts that.............

 

1. How does advertising defined by the American Heritage Dictionary?

2.does advertising defined by American Marketing Association?

3. What are the main features of advertising?

4. What variations of advertising are listed in the text?

5. What are four main objectives of advertising?

6. What business issues does advertising work out?

7. What social issues does advertising work out?