B. Find the answers to the following questions in the passage given bellow. Put the passage in the correct order to form the text (use questions as the prompt)

1) Why is advertising so important?

2) What are the three generic objectives of advertisements?

3) What are the means of commercial advertising media?

4) What promotional activities support the sale of a product?

5) What is merchandising?

1 Some commercial advertising media include billboards or hoardings, printed flyers, radio, cinema and television ads or commercials, web banners, bus stop benches, magazines, newspapers, sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, and the backs of event tickets and supermarket receipts. The Internet is a new advertising medium. Any place the sponsor pays to deliver his message through a medium is advertising. Recommendation of a product by famous people is called a product endorsement. Advertising agencies often design and manage advertising. An advertising campaign consists of a series of advertisements, adverts, or ads which are run in various media. A person or business that advertises is an advertiser. Direct marketing, using techniques like mailings, (mail shots) is another way of telling people about products. These are often referred to derisively by recipients as junk/ mail.

2 Merchandising is a promotion of a product by developing strategies for packaging, displaying, and publicizing it, and more commonly, to commercial products that are developed as spin-offs from the success of a movie, TV program, sports team, or event such as toys and T-shirts.

3 Advertising is the paid communication by which information about the product or idea is transmitted to potential consumers.

In general, advertising is used to convey availability of a " product" (a physical product, a service, or an idea) and to provide information regarding the product. One of the main objectives of advertising is to stimulate demand for the product.

4 More specifically, there are three generic objectives of advertisements: communicate information about a particular product, service, or brand (announcing the existence of the produce, where to purchase it, and how to use it), persuade people to buy the product, and keep the organization in the public eye (institutional advertising).

5 The promotion includes all forms of marketing communication: including advertising, direct mail, customer service image, special events, sales, etc.

However, promotion is often used to refer specifically to marketing activities other than advertising: offers such as discounts or reduced price; a free sample, a small amount of the product to try or to taste; cut-price vouchers; loyalty cards in supermarkets and air lines, the more you spend, the more points you get; free gifts, given with the product; displays or events; the point-of-sale, the place in the retail outlet where the product is sold.

C. Read the information in more detail and decide if the following statements are true or false?

1) Advertisingis used to stimulate demand for the product.

2) There are two generic objectives of advertisements: communicate informationabout a particular product and keep the organization in the public eye.

3) Internet is not used as an advertising medium.

4) Promotion is used to refer to marketing activities other than advertising.

5) Merchandising has nothing to do with a promotion of a product.

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

Discuss with your partner the following questions and make up short dialogues using them.

1) What advertisements have caught your eye recently? Explain why you consider them to be successful.

2) Describe any good advertising gimmicks you have seen. What sort of impact did they have?

3) How do you see the promotion of merchandise by in-store demonstrators? What makes a good demonstration?

Over to you

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