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





целевой рынок, местоположение, покупка, оценивать эффективность кампании, измеримость, анализировать, использование рекламируемых продуктов, разрабатывать кампанию, быть нацеленным на что-либо, целевая аудитория, описывать состояние и позицию фирмы на текущий момент, основываться на чем-либо, разрабатывать информационную базу, важный, определять, предприятие по исследовательской работе в определенной области, детально излагать, распределение возраста, достатка, пола, расы, образования; цели рекламной кампании должны быть определены точно и четко, обладать меньшей вероятностью на успех, эффективный, оценивать успех рекламной кампании, быть завершенным, содержать исходные базисные данные, реализовать цель, выделять время для достижения.

 

Find the words and word-combinations that mean approximately the same in the text, use these lexical units in the examples of your own

· to be intended

· to examine in detail in order to discover meaning, essential features

· to state smth in an exact and detailed way

· very important because what happens in the future depends on it

· to work out the most important part containing facts and details that tell you smth about a situation, person, event, etc

· a particular place or position, especially in relation to other areas, buildings, etc

· smth useful that is made in a factory, grown or taken from nature and that is trying to be more successful and of a better quality



· to get a lower possibility of success

· the ability of being measured

· smth that is used as a standard by which other things can be judged or measured

· to decide officially to give smth to smn or use smth for a particular purpose

· happening or existing now but not expected to last for a long period of time

· to carefully consider the produced result, intended or wanted, to see how useful or valuable it is

· to achieve a goal

· part of the market which a plan or idea is aimed at

 

Find the odd-one-out

· to analyze - to examine - to research - to learn

· to specify - to define - to find out - to determine

· critical - essential - common - significant

· to allot - to assign - to apply - to allocate

· to aim at - to intend - to aspire - to stand idle

· efficient - resultant - bootless - effective

· to estimate - to disburse - to assess - to evaluate

 

Fill in the gaps using the words and word-combinations

a. The group of people toward which the ___ is ___ is called ___ ___.

b. The main steps of ___ ___ are ___ and ___ the advertising target.

c. The fact that companies are becoming more interested in understanding their customers or ___ ___ increased a number of ___ ___ into this area.

d. Advertisers are aimed at ___ ___ ___ and developing an ___ for a campaign.

e. The campaign ___ ___ ___ ___ if the advertising target is not ___ and ___.

 

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

1. Важными шагами в разработке рекламной кампании являются анализ и определение основных потребностей целевой аудитории.



2. Для лучшего и более эффективного анализа целевой аудитории необходимо создать информационную базу.

3. Информационная база включает в себя данные о местоположении, распределении достатка, пола, образования, а также частоте использования рекламируемых и конкурирующих продуктов.

4. В целом, успех рекламной кампании зависит от того, насколько эффективно определены и проанализированы цели рекламной кампании.

5. Что касается целей рекламной кампании, то основными факторами в их определении являются точность и измеримость.

 

 

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. What do particularly advertisers analyze and identify while developing an advertising campaign?

2. Necessary information for information base includes the basic date about the target groups. Why is it so essential to know this information?

3. Comment on the following sentence: ‘Advertising objectives should be stated clearly and precisely.’ What is the role of precision and measurability in evaluating the effectiveness of a campaign?

 

 

Writing

 

Use the active vocabulary and write an essay “The basic steps in developing an advertising campaign” (200 words)

Speaking

 

Use the following words and word-combinations to make up a summary of the text (not more than 15 sentences)

· to be aimed at

· an advertising target

· to identify

· to analyze

· to develop a campaign

· advertising objectives should be stated clearly and precisely

· precision

· measurability

· to evaluate advertising success

· to contain benchmarks

· to give the current position or condition of the firm

· to allot the time of the achievement

 

2. Prepare a monologue with the use of the active vocabulary (25-30 sentences)“The role of identifying and analyzing an advertising campaign”

 

3. Work in pairs, use the information from the text, choose any product to advertise (food, technology, cosmetics, cars) and work out the first steps of an advertising campaign for this product. Use the active vocabulary!

 

Advertising Campaign (Part 2)

 

 

Pronunciation

 

Note the pronunciation of the following words



an advertising platform

although

a survey

competitive products

personnel

a trial-and-error approach

appropriation

to allocate

to have a great bearing on smth

the execution of an advertising campaign

 

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

to require

extensive

coordination

regardless

photoengravers

to contribute

implementation

a schedule

a phase

to ensure

corrective

Warm-up

 

Work in groups and discuss the following questions

1. What do you understand by an advertising platform? What are the components of it?

2. How much money should be spent on advertising? What factors should be taken into account?

3. What factors are involved in the execution of an advertising campaign?

 

 

Reading

Read the following text, compare your ideas with the ideas of the text

 

CREATING THE ADVERTISING PLATFORM

An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or several issues in the platform. Although the platform contains the basic issues, it does not include how they should be presented.

A marketer’s advertising platform should consist of issues that are important to consumers. One of the best ways to determine what those issues are is to survey consumers to learn what they consider most important in the selection and use of the product involved. The selling features must be important to consumers. Moreover, competitive products must not have such features.

One of the most effective methods to determine the issues of an advertising platform is research. But it is very expensive. As a result, the advertising platform is based on the opinions of personnel of the firm. This trial-and-error approach generally leads to some successes and some failures.

 

DETERMINING THE ADVERTISING APPROPRIATION

The advertising appropriation is the total amount of money that a marketer allocates for advertising for a specific time period. It is hard to decide how much to spend on advertising for a month, three months, a year or several years because there is no way to measure what the precise effects of spending a certain amount of money on advertising will be.

Many factors affect a firm’s decision about how much to appropriate for advertising. The geographic size of the market and the distribution of buyers within the market have a great bearing on this decision.

 

EXECUTING THE CAMPAIGN

The execution of an advertising campaign requires an extensive amount of planning and coordination. Regardless of whether an organisation uses an advertising agency, many people and firms are involved in the execution of a campaign. Production companies, research organizations, media firms, printers, photoengravers and commercial artists are just a few of the people and organisations that contribute to a campaign.

Implementation requires detailed schedules to ensure that various phases of the work are done on time. Advertising management personnel must evaluate the quality of the work and take corrective action when necessary. In some instances, changes have to be made during the campaign, so it meets campaign objectives more effectively.

 

 

Scanning

 

 








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