Translate the following lexical units from the text from Russian into English

Прямая почтовая рассылка;избирательный; особые характеристики аудитории; гибкость; быть созданным; лист рассылки; потенциальные потребители товаров; быть адресованным; предоставлять особые преимущества; недостаточное количество денежных средств; быть адресованным кому-либо; явный; привлекать публику посредством зрительного и слухового восприятия; оказывать огромное влияние; рекламный ролик; одновременно; географическая и социоэкономическая избирательность; программы, находящиеся в списках первых по популярности; короткое рекламное сообщение в начале / конце программы; производители алкогольной продукции; быть запрещенным; изменяться в соответствии с временем вещания; сегментация рынка; содействовать; концентрировать внимание на определенной группе клиентов; быть ограниченным; скоротечная природа представления.

Find the words that mean approximately the same in the text

· aimed at a particular group of the audience

· created in accordance with the interests of a particular target group

· a list containing a number of the customers’ addresses

· a possible customer

· to attract the attention of the target group

· to produce a huge effect on somebody

· a TV advertisement

· to be banned from

· the division of the market into several parts according to the group of people it is aimed at

· to be restricted

· to pose a threat to traffic

· temporary

· a short advertisement usually broadcast at the beginning or the end of a TV programme

· expensive

Fill in the blanks with suitable words from the previous exercise

a. A TV spot should be colourful, witty and dynamic enough in order to … to the audience.

b. The ads of tobacco companies and distillers were … from daytime TV channels in order to encourage people to lead a healthier lifestyle.

c. Not all companies can afford broadcasting their … or … on the top-rated channels because it is …, besides the amount of prime-time is … .

d. Several kinds of media are … because they are targeted at particular groups of people.

e. Some people are infuriated when their favourite TV programmes and films are interrupted by … .

f. If you want a commercial to … on the audience, you should make it appealing to the audience.

After-reading questions

Answer the following questions

a. What are the basic advantages of direct mail?

b. Why is direct mail so popular with small firms?

c. What is the most expensive advertising medium? Why?

d. What is the main strong point of TV, as compared to other advertising media?

e. Why does TV have a tremendous impact on the audience?

f. What are the main groups of the goods advertised on TV?

g. What are the advantages of the radio?

h. What is the public attitude to outdoor advertisements and billboards?

i. What are the basic requirements for outdoor advertising?

Talking Point

1. Divide these kinds of media into the following groups:

Newspapers magazines direct mail radio inside transit outside transit outdoor media

Morning newspaper; business magazine; calendars; brochures; buses; subways, papered posters; spectaculars; painted displays, taxicabs; price lists; postcards; letters; Sunday newspaper.

Fill in the table with the possible strong and weak points of different kinds of media from the list below

Advantages:

being personal, high flexibility, versatile impact on the audience, the popularity of the medium among the audience, geographical selectivity, socioeconomic selectivity, high prices, low costs, convenient time of broadcasting, being available 24 hours a day, being placed close to the place of sale, excellent quality of reproduction and colour, selective readership, short lead time, frequent publication, little wasted circulation, hidden from competitors, ability to reach large audience, high visibility.

Disadvantages:

no selectivity for socioeconomic groups, short life, limited reproduction capabilities, high costs, long lead time, being considered junk mail, only audio messages available, short life of messages, special requirements for the messages ( should be short and simple), being traffic hazard, highly perishable message, not guaranteed size of the audience.

Can you think of any other pluses and minuses of the advertising media? Add your ideas to the list!

Work with your partner. Choose a kind of media. Tell him/ her about the advantages and limitations of it without naming the kind of media. Your partner will have to guess what advertising medium you are speaking about.

While speaking use the following phrases:

Positive Addition

Besides...

Moreover…

What is more…

In addition to…

Also

Furthermore…

Contrasting ideas

On the other hand…

However

(And) yet

At the same time

Sequencing ideas

Initially..

First…

Firstly..

First of all…

Secondly…

After that…

Finally…

In the end…

Lastly…

Eventually…

Speaking

Using the chart above speak about the advantages and limitations of different kinds of advertising media.

Unit IV. Advertising Agencies (Part 1)

Pronunciation

Check the pronunciation of the following words in the dictionary

to handle

overall marketing

branding strategy

a non-profit organization

a conglomerate

a media-neutral advertising agency

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

through-the-line (TTL) advertising

social networking

Search Engine Marketing (SEM)

E-Commerce

E-Business

Fulfillment reporting

The digital space

Warm-up

Work in groups and discuss the following questions

1. What are the functions of an advertising agency? What services does it effect?

2. Is the work of an advertising agency important?

3. What advertising is the most popular nowadays: Internet, TV, radio, or press advertising?

Reading

Read the following text, compare your ideas to those given in the text

TYPES OF ADVERTISING AGENCIES

An advertising agency or ad agency is a service business, which creates, plans and handles advertising for its clients. An ad agency is independent from the client. An agency can also handle overall marketing, branding strategies and sales promotions for its clients.

Typical clients of ad agencies are business and corporations, non-profit organizations and government agencies.

Ad agencies can be different: one or two-person shops, small-sized or medium-sized agencies, large independents, multi-national or multi-agency conglomerates.

Most full-service agencies get fee or commission as a compensation for their work. The fee is a payment which an organization gives to an agency for the work. The commission is usually equal to 15% of the cost of the advertisement. The broadcast media, radio and television pay a commission. Full-service or media-neutral advertising agencies do their work for many types of media. These agencies create through-the-line (TTL) advertising. The “line” is a marker between the media that pay a commission to the agency and the media that do not.

The major type of ad agencies is Interactive Agencies. The success of Interactive Agencies is attributed to the popularity of web sites which are based on social networking.

Interactive Agencies offer a range of different services. Firstly, the agencies consult on the questions of Web Design / Web Development, Search Engine Marketing (SEM), Internet Advertising / Marketing, E-Business / E-Commerce. Besides, the agencies deliver such services as strategy, creative design, video development, management, fulfillment reporting.

Today the most successful agencies are companies that provide advertising and marketing for the digital space. The digital space is a multi-media electronic channel, which translates an advertiser’s message.

Not all advertising is created by agencies; companies that create and plan their own advertising do their work “in-house”.

Scanning

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