2.Or they may be expressed in terms of generating inquiries, coupon response, or attitude change.
3. The advertising (or creative) strategy is determined by the advertisers use of the creative mix.
4. The target audience includes the specific groups of people the advertising will address.
5.The advertising plan is prepared in much the same way as the marketing plan.
6.The product concept refers to the bundle of product-related values the advertiser presents to the customer.
7.It includes a section on analysis, advertising objectives, and strategy.
8 The communications media are the vehicles used to transmit the advertisers message. 9.Advertising objectives may be expressed in terms of moving prospective customers up through the advertising pyramid (awareness, comprehension, conviction, desire, action). 10.The creative mix is composed of the target audience, product concept, communications media, and advertising message.
11.One way for small companies to accomplish the marketing and advertising planning task is to work from the bottom up taking an ingenious tactic and building a strategy around it.
Ex. 14. Render the following definitions into English.
1. Advertising -- , , , , , .
2. Advertising agencies , .
3.Advertising media .
4.Agent , .
5. Commercial puffery , , , ., , ! , , , , .
6. Communication methods , , : , . , : , ,
, .
7. Coupon , , .
8. Direct action advertising , . , .
9. Institutional advertising -- , , , .
10. Public service advertising , , , .
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11. Comparative advertising , .
, .
Ex. 15. Give the English equivalents to the following.
; ; ; ; ; ; ; ; ; ; ; ; .
Ex. 16. Translate into English.
1. , .
2. , .
4. , . , , , .
5. , , .
6. , .
7. .
8. .
Ex.17. Render into English.
, . .
, 20 . . , , , .
? .
- , . . , ( ), .
- , .
- . , .
- : , .
-
SPEAK AND WRITE
1. Is the advertisings responsibility to lead or to reflect the society? Why?
2. Which consumer behaviour process presents the greatest problem to advertisers? Why?
3. How does advertising affect your behaviour as a consumer?
4. Name as many goals of advertising as you can and give examples of how they can be achieved.
5. List several criticisms of advertising. Are they justified? How could you answer them?
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6. Explain the role advertising has played in your own socialization process.
7. 7 Your boss says to you: We dont need to use an advertising agency. They cost too much and we can do that stuff ourselves anyway. What arguments can you develop to support the use of an agency?
8. To be successful a product or service must appeal to everybody or at least to the majority of people. Give your pros and cons.
9. Does advertising manipulate us into buying things we dont need?
10. Cut out (or copy) two recent advertisements: one from a magazine and one from a newspaper. In each case, indicate which needs the ads are appealing to.
11. Give two examples of recent purchases where the specific purchase situation influenced your purchase decision. Briefly explain how your decision was affected.
12. Give an example of recent purchase in which you used extensive problem solving. What sources of information did you use in making the decision?
13. Advertising, publicity, public relations. Differentiate. Give your own examples.
14. Compare PR in business and politics.
15. Can television commercials cause unhealthy levels of family conflicts? Give your reasons.
16. Does advertising influence childrens values? In what way?
17. Summarize the information of the Unit to be ready to speak on Advertising. Begin your work with writing of the plan.
18. Choose any question (problem, topic) you are interested in and make a 7-10 minute report in class. Refer to different additional sources to make your report interesting, instructive and informative.
UNIT 5
MONEY and BANKING
MONEY
To have money is a good thing;
to have a say over the money is even better.
YOUR VOCABULARY
Money
is the coins or banknotes that you use when you buy something, or when you pay for aservice.
Monetary
means relating to money, especially the total amount of money in a country.
Monetarism
is the control of countrys economy by regulating the total amount of money that isavailable and in use at any one time.
Monetarist
means relating to monetarism.
Ex. 1. Study the following words and word-combinations. What are their Russianequivalents?
money, make money, to be in the money, get ones moneys worth, to have money to burn, blood money, danger money, hush money, pocket money, money for old rope, raise money.
Translate the sentences below. Pay attention to the words in bold.
1. Many oil-rich countries have money to burn.
2. I always insist on getting my moneys worth.
3. She seems to be in the money.
4. He made good money when he worked.
5. He deserves to get danger money for that risky job.
6. Do you have any money on you?
7. When he was ten, his pocket money was 5 $ a week.
8. It was just money for old rope.
9. Take it away! This blood money of yours!
Ex. 2. There are many words in English with a money component in their meanings.Translate them into Russian. Use these words in your own sentences.
Cash, dosh, dough, the wherewithal, a fortune, a tidy sum, change, currency, means, assets, finances, resources, savings, income, benefit, alimony, fund, kitty, bribe, kickback, backhander, allowance, pension, earnings, capital.
| Ex. 3. Give the derivatives of: | ||
| value | Vary | Agree |
| accept | consume | check |
| measure | convert | nominate |
Ask your neighbour as many questions using these words and their derivatives as you can.
Ex. 4. Translate the following text into Russian in written form.
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