A jingle is a short tune to g) whom the advertisement is intended to appeal

8 A hoarding is site for poster adver- h) remind the public of the name of the product

tising which some firms use to

9 The Trade Description Acts were i) protect themselves against their own too-optimistic

passed to forecasts.

10 The purpose of much advertising j) advertise throughout the world with a single

expenditure on established brands commercial.

11 The target audience is the section k) flatter the target audience by pandering to their

of the population to self-image and making them more respective to the

advertising message

12 Ego bait is intended to l) attract the attention of people such as pedestrians

and motorists.

Ex.4. Match the words below with the definitions that follow.

Junk mail, advertising campaign, hoarding, advertising agency, pre-testing advertising, publicity, promotion, advertising, logo, post-testing advertising, media, non-profit advertising

1. Nonpersonal communication through media for which payment is made. 2. An independent company organized to supply specialized services in advertising and marketing. 3. Print and broadcast organizations used by advertisers to reach their customers. 4. Advertising by organizations such as governments, colleges, churches, labour unions, political parties. 5. Research designed to determine the effectiveness of an advertisement or advertising campaign after its general appearance in the media. 6. Research designed to determine the effectiveness of an advertisement or advertising campaign prior to its general appearance in the media. 7. An attempt to make a product or event popular or successful, especially by advertising. 8. Advertisements and publicity materials that you receive through the post, which you have not asked for and which you don’t want. 9. A planned series of advertisements. 10. A company symbol, badge or name style. 11. A site for poster advertising. 12. The art of claiming attention.

Ex.5. Study the following word-combinations. What are their Russian equivalents?

All or nothing, back against the wall, to cope with, to cut one’s losses, in the last resort, a long shot, make or break, on the blink, to save the situation, a snap decision, to save the day, to save (or lose) face, the tip of the iceberg, without fail.

Translate the sentences into Russian.

1.This company has an all-or nothing policy with its smaller suppliers.

2.The new product was so successful that production was barely able to cope with demand.

3.This product has almost outlived its lifespan – we should cut losses and take it off the market at once.

4.We have failed, but our back’s not against the wall yet. We have to think over our plan again.

5.If the advertising manager’s poor performance continues, then in the last resort the company will have to remove him and replace him with someone else.

6.The research and development department have come up with a new idea. They say it’s a long shot, but worth trying. We have to decide whether it’s worth risking the money.

7.Be very careful how you treat the chairman’s wife, she has a great influence over her husband. In effect, she can make or break a young executive like you.

8.No, I didn’t get the message; our lines of communication must be on the blink.

9.So, you want us to help your company out of its difficulties by lending you money, but you’re not prepared to give us a stake. Putting it differently, you expect us to save the day for you and get nothing in return.

10.Declining product quality and poor after-sale service, have resulted in the company losing a good deal of face with its customers.

11.The risks involved in this project have been clear from the outset – we simply cannot make snap decisions, everything has to be calculated.

12.The recent financial scandal on the stock market stands to be just the tip of the iceberg.

13.We can accept your offer, on condition that you can guarantee even-day delivery without fail.

Ex.6. Read the following passage attentively. Fill in the gaps with the words publicity, advertising or public relations.

The terms … and … are often thought of as being synonymous. Or even worse, … is often called “free ….” The simplest explanation for the difference between the two is this: with …, you’re saying good things about yourself in media space you’ve paid for, whereas with …, someone else is saying those good things about you in space that can’t be bought at any price.

You might have hard time finding … pros who cal themselves marketers. Most will firmly declare, “We are communicators and … people, not marketers.” If they’d only think about it for a minute, they would realize that communications and … together (with … being the most visible part of …) make up one of the biggest components of marketing. …and … practitioners need to recognize that they are part – a very large part – of the marketing process. And they are capable of substantially increasing marketing returns by increasing the value of the … attained. But they can only do this if their client’s message is as fully integrated throughout … efforts as it is throughout all of the client’s …, direct marketing, and promotion operations.

Also confusing is when … professionals give … the alias of ‘…’ and vice versa. … is the information activity of …. But … plays a part in …, promotion, and all forms of communication. … is a great deal more than …. It is employee relations, community relations, sponsorships, the tone of an ad or a direct-mail letter, the attitude portrayed by a business, and the way a company’s people greet the public in person and on the phone.

Ex. 7. Read the passage carefully. Some of the lines are correct and some have a word which should not be there. Find these words and cross them out.

Trade shows and exhibits provide for excellent opportunities for a marketer to promote his products or services through the display and demonstration. Customers are be able to examine the product in its natural setting and make comparison with to competing products. Exhibitors can to enlarge their dealer contacts and distribute literature and samples. Trade shows are very particularly useful in promoting new products or an innovations or services. At a recent convention of the National Association of Broadcasters in Chicago more than of 400 exhibitors crowded four large the hotel exhibition halls for the purpose of exhibiting and demonstrating the many of new developments in broadcasting. Radio and TV executives from the all over the United States come to this every annual convention.

Ex. 8. Insert the appropriate words.

Action, static, value, top, preceding, aware, percentage, creating, product, advertising, pyramid, unawareness, objective, coupon, comprehension, desire, conviction, information, company, additional.

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