Are the following statements true or false?

1. An ad agency works under the control of a client.

2. An ad agency deals with the whole marketing strategies of a brand and promotion of product sales.

3. Usually rich businessmen, celebrities, politicians are clients of ad agencies.

4. Ad agencies differ in size: from small, to medium and large ones.

5. Payments from the media to the agency are called commission and it is equal to 15% of the cost of an advertisement.

6. Theatres, music-halls- nightclubs and firms pay commission.

7. Full-service agencies create a certain kind of advertising between the two media which pay for it.

8. The most popular kind of advertising agencies is Interactive Agencies.

9. All advertising is created by agencies.

Word Study

Translate the following lexical units from the text from English into Russian, prepare questions with these lexical units, based on the text

a fee; to offer a range of services; Web Development; a commission; a conglomerate; sales promotion; branding strategies; Search Engine Marketing; E-Commerce; the digital space; to handle advertising; a payment; social networking; a media-neutral advertising agency; Web Design; the broadcast media; a non-profit organization; overall marketing; to translate; fulfillment reporting; E-Business; to work “in-house”; through-the-line (TTL) advertising.

Translate the following word combinations from Russian into English, restore the context of the their use

оплата, построение паутины знакомств, полный/ всеобъемлющий маркетинг, комиссионные, передавать, цифровое пространство, денежный взнос, многопрофильная корпорация, рекламное агентство, независимое от СМИ; связующая реклама, оформление интернет-сайтов, средства вещания, предлагать ряд услуг, электронная торговля, некоммерческая организация, работать внутри фирмы (без привлечения внешних специалистов по контракту), отчет о выполнении, электронный бизнес, разработка интернет-сайтов, продвижение товара, управлять рекламной деятельностью, стратегия бренда, маркетинг в поисковой сети.

Find the words which mean approximately the same in the text, use them in the examples of your own

a. a large business organization consisting of several different companies that have joined together

b. activities or techniques intended to create consumer demand for a product or service

c. business deals on the Internet

d. virtual area where information is presented in the form of changing electrical signals

e. overall advertising

f. the planning and creation of websites

g. to change smth form one form into another

h. a kind of an organization which uses the money it earns to help people

i. to do the work within the organization

j. an amount of money that is paid to smn according to the value of the goods they have sold

Define the following notions

a. sales promotion

b. a branding strategy

c. through-the-line (TTL) advertising

d. social networking

e. overall marketing

f. to work “in-house”

g. the broadcast media

Use these word-combinations in the examples of your own.

Fill in the gaps with the lexical units from the exercises 1, 2

a. As a rule, an advertising agency ___ overall ___, sales ___, branding ___ for its ___.

b. Full-service agencies get payments for their work, either ___ or ___.

c. Radio and television, all the ___ ___, pay a ___ .

d. Full-service, or ___ ___ agencies create ___ advertising.

e. Interactive agencies offer a ___ of ___, such as creative design, video development, ___ ___, management.

Translate the following sentences from Russian into English using the active vocabulary

a. Рекламное агентство занимается контролем и управлением всего маркетинга, продвижением товара и стратегией бренда.

b. Рекламное агентство обслуживает разные организации, включая корпорации, некоммерческие организации, а также административные департаменты.

c. Агентства с полным цикло услуг разрабатывают «связующую» рекламу, которая служит своего рода посредником между СМИ, заплатившими комиссионные, и СМИ, не заплатившими.

d. Успех интерактивных агентств в наше время объясняется возрастающим интересом к построению паутины знакомств.

e. В число функций интерактивных агентств входит консультирование по вопросам оформления и разработки сайтов, маркетинговых поисковых систем, рекламы и маркетинга в Интернете, электронного бизнеса и электронной торговли.

After-reading questions

Answer the following questions

1. What is an advertising agency?

2. What spheres does an ad agency handle?

3. What organizations does an ad agency service?

4. How is an ad agency paid?

5. What is the difference between a commission and a fee?

6. What is a full-service agency?

7. What does a media-neutral advertising agency create?

8. Why are interactive advertising agencies so successful and popular nowadays?

9. What services do advertising agencies deliver?

10. The most successful agencies are companies that cater for business organizations and government agencies, aren’t they?

11. Are only advertising agencies involved in the advertising?

Talking Point

Discuss the following questions in groups of 3 or 4. Choose the speaker who will represent your ideas to the class. Share your ideas with the class.

1. Is the role of an ad agency important nowadays? In what spheres is it particularly important? Why do people have a need for an ad agency?

2. If people hear that a person works as an art director, creative director or a copywriter, they don’t take it seriously. It is a common stereotype that the work of such people is not important. What are the reasons for it? Think of the ways how to make it important.

Speaking

Use the following words and prepare the summary of the text

· to handle

· overall marketing

· branding strategies

· sales promotion

· a non-profit organization

· a conglomerate

· a fee

· a commission

· TTL advertising

· to offer a range of services

· to work “in-house”

Writing

Think through the information you have read and discussed. Write an essay on the following topic:“The importance of an ad agency work”. Use the active vocabulary!

Advertising Agencies (Part 2)

Pronunciation

Check the pronunciation of the following words in the dictionary

a copywriter

to generate creative ideas

a permanent partnership

account management

an account executive

coordinating

to negotiate

Internet advertising

to regulate the workflow

reduction of false job start

Watch the pronunciation and spelling of these words and word-combinations

inappropriate job initiation

incomplete information sharing

the need for media extensions

a university junior

expertise

intern

internship

brochure

Warm-up

Work in groups and discuss the following questions

a. People of what professions can you meet in an ad agency?

b. What departments of ad agencies can you name?

Reading

Read the following text and take notes on the work of:

- Creative Department,

- Account Service,

- Creative Service “Production”,

- Traffic Department,

- Advertising interns.

THE STRUCTURE OF AN ADVERTISING AGENCY

CREATIVE DEPARTMENT

The professions of people who work in a creative department are copywriters, art directors and creative directors. Although copywriters have the word “write” in their job title, and art directors have the word “art”, it does not mean that copywriters write the words and art directors draw the pictures. Their main function is to generate creative ideas and form them into messages. A creative director controls the work of a creative department. This person is usually an experienced and qualified specialist. Creative teams (art directors and copywriters) may be permanent partnerships or formed on a project-by-project basis.

Creative departments often work with outside design or production studios to develop and implement their ideas.

ACCOUNT SERVICE

Another name of this department is Account Management. People who work in this department are account executives. An account executive meets with the client to determine sales goals and creative strategy. They are responsible for coordinating the creative, media, and production staff behind the campaign.

CREATIVE SERVICES’ “PRODUCTION”

This department is not well known, but its workers are the people who have contracts with the suppliers of various creative media. For example, they advise and negotiate with printers, if an agency is producing flyers for a client. However, if an agency deals with the major media (broadcast media, outdoor and the press), usually a media agency, but not this department, does this work.

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