Найдите в тексте английские эквиваленты следующим словам и словосочетаниям.
1) средства массовой информации; 2) реклама в интернете; 3) признание (одобрение) продукта; 4) торговая точка; 5) создание традиционной рекламной кампании; 6) сконцентрироваться на своей основной работе; 7) вести переговоры.
6. Прочитайте текст и ответьте письменно на вопросы:
1) Do you agree that advertising is an (greatest) art form?
2) What is advertising?
3) Does advertising feed into your daily life?
4) What can advantages and disadvantages of direct marketing be?
5) What does losing the account mean and what are possible consequences of it?
6) Why is it important for an advertising agency to have corporate identity?
7) What are below-the-line and core activities of an advertising agency?
ADVERTISING
1. Whether or not you agree with Marshall McLuhan that advertising is the greatest art form of the 20th century, it is a big part of modern culture. Shared references feed into it and it in turn feeds into daily life: advertising catchphrases turn up in TV comedy sketches and everyday conversation. And we become 'ironic' about advertising, perhaps to show that we think we are able to resist it.
2. TV advertising is the most glamorous, but the other media are not to be ignored: radio, cinema, and the press, while hoardings (BrE) and billboards (AmE) are a characteristic part of the urban landscape. All these will be around for some time, despite Internet advertising and its promises of online shopping. While there are still shops there will be point-of-sale displays designed, among other things, to prevent last minute changes of mind about what brand to buy.
3. Advertising can be continued by other means with sponsorship of particular events, or product placement in films, where the product's makers negotiate for their products to appear and be used by the film's characters. A related phenomenon is product endorsement, where a celebrity is used in advertising a particular product. This can be dangerous if, for whatever reason, the celebrity falls from favor.
4. Some very creative minds come up with seductive combinations of sound, image and words, but tests show that we often don't remember the brand being advertised. Quantifying the effect of advertising is very difficult and there has been a backlash against it in favor of other, supposedly more targeted, forms of communication. This usually means direct marketing, otherwise known as direct mail, but as those living in apartments who receive mailshots for gardening products know, the targeting can still be ludicrously imprecise.
5. Advertising agencies may offer to run direct mail campaigns, but what they are best at is creating traditional advertising campaigns. When a client becomes dissatisfied and the agency loses the account this is major news in the advertising industry and means a big loss of revenue (and self-esteem) for the agency.
6. Until recently, agencies took 15% of the advertiser's budget, and what they did not spend on advertising (designing ads and media buying: buying time on TV and space in the press for the ads to be run) they spent on 'free' services in pack design, corporate identity (a unified look in all of a company's communication, from its advertising to its letterhead, perhaps with the use of a logo), market research, and even strategic advice. These ancillary activities are below-the-line activities. Today, most of these are undertaken by specialist organizations, leaving agencies to concentrate on their core activity, creating advertisements.
7. Despite all these activities and all this expenditure, the ultimate in advertising is word of mouth: friends and colleagues are often our most reliable sources of information. This form of advertising is usually free. All the advertiser can do is hope that it is positive. (2600)
7. Заполните пропуски:
1) Advertising … turn up in everyday conversation.
2) Hoardings and billboards are a characteristic part of the … landscape.
3) There are point-of-sale displays designed … last minute changes of mind about what
brand to buy.
4) Advertising can be continued by sponsorship of particular … .
5) Some … minds come up with … combinations of sound, image and words.
6) There has been a backlash against advertising in favor of direct marketing which is a
more … form of communication.
7) Direct marketing, … known as direct mail, can still be …
8. Восстановите вопросы к данным ответам:
1) Yes, it is. It is a big part of modern culture.
2) Into daily life.
3) Because we want to show that we are able to resist it.
4) It is one of advertising means where the product’s makers negotiate for their products to appear and be used by the film’s characters.
5) No, it isn’t. It is called product endorsement.
6) Because the celebrity may fall from favor.
7) It means a big loss of revenue and self-esteem for an advertising agency.
9. Переведите текст письменно и приготовьтесь к контролю чтения абзаца
№ 4.