The largest percentage of public relations advertising is done in magazines, with network television and newspapers and Sunday supplements in second and
third place, respectively. The trend is increasingly to target niche audiences.
Magazines, which are already very specialized, will probably continue to get the lion's share of "image" advertising, and network television will lose ground to cable networks.
There are several types of public relations advertising. At times, the distinctions between categories can become blurred; however, we will deal with five basic types: image-building, investor and financial relations programs, public service messages, advocacy, and announcements.
Vocabulary:
do the advertising – заниматься рекламой
supplements – приложения, спец.выпуски
respectively - соответственно
trend - тенденция
increasingly - в основном
target – иметь целью, нацелиться
niche audiences – нудные (для фирмы) «свои» аудитории
the lion’s share – львиная доля
lose ground to smb. – отставать от кого-либо
distinctions - различия
become blurred –стираться, стать размытым, неясным;
deal with – рассматривать, иметь дело с
public service – коммунальные услуги, государственная служба
Answer the following questions to the text:
1. In what order is public relations advertising done?
2. What is the trend increasingly to target?
3. Will network television or magazines continue to get the lion’s share of “image”?
4. What are the basic types of public relations advertising?
Text 11
IMAGE-BUILDING
Not only can advertising strengthen an organization's reputation and image, but it can also contribute to consumer and client acceptance of the organization's products and services. Consumers don't just buy a product; they also buy the company if it is perceived as being well managed, socially responsible, environmentally conscious, and willing to stand behind its products.
A good example of an image-building campaign is one by NYNEX, the
telephone company serving New York State and New England. The company decided to put a human face on high technology with a series of ads that focused on its employees working for and with customers to solve their telephone problems.
The attempt to humanize and personalize the company came after research indicated that people were turned off by advertisements that emphasized the cold, impersonal imagery of fiber-optic networks, microchips, and other high-technology hardware. Indeed, companies too often emphasize the wonders of technology without really paying attention to showing how it improves the quality of life for the consumer.
The NYNEX campaign had an internal component as well. By featuring typical employees and distributing glossy brochures about the campaign to the entire stuff, it improved morale among employees.
Vocabulary:
strengthen – укреплять, усиливать
contribute to smth – вносить вклад в, способствовать
acceptance – принятие, одобрение
perceive – воспринимать, понимать, осознавать
well managed – хорошо управляемый
be conscious – сознавать, понимать, ощущать
be willing – желать, очень хотеть чего-либо
stand behind – поддерживать, не отказываться от
to put a human face on – придать человеческий вид чему-либо
personalize – олицетворять
turn off – отвлекать внимание
emphasize – подчеркивать, придавать особое значение
impersonal – беспристрастный, объективный, безличный
fiber-optic – светопроводный
hardware – технические средства
improve – улучшать
wonders – чудеса
internal – внутренний, сокровенный
feature - изображать, показывать
entire – весь, полный, целый
morale – моральное состояние, боевой дух
Find the English equivalents in the text. Use them in sentences of your own:
1.репутация и престиж организации
2.товары и услуги организации
3.принятие (товара) потребителями и клиентами
4.понимать обстановку
5.передовая технология
6.решать проблемы
7.холодный безликий образ
8.и другое оборудование высоких технологий
9.улучшать качество
