Match the words with their definitions

5 6 7 8 9 10 11

1)snack A. A public notice selling goods or services

2) manufacturer B. Income, especially total annual income

3) advertisement C. A person or company that makes goods from raw materials

4) revenues D. Process of making goods and services known to people

5) advertising H. Light meal

Study the words in the box

Таблица 11

Advertising- advertisement- publicity-Marketing- public relations

Advertising - реклама товара, услуги или компании в средствах массовой информации, исходящая от коммерческого источника, например, производителя или розничного торговца.

Advertisement - объявления, реклама, анонс.

Слово advertisement исчисляемое.

То put / to place an advertisement in the newspaper / the magazine / on the Internet. An advertisement in «Moscow Times» brought lost of new customers.

Publicity - гласность, известность, слава; рекламные материалы; сообщение маркетингового характера в средствах массовой информации о компании или ее продукции, в отличие от рекламы, не оплачивается.

То seer publicity -добиваться гласности

to avoid publicity- избегать гласности

The new store was given a wide publicity. (Новый магазин был широко

разрекламирован)

Marketing - все виды деятельности, направленные на стимулирование спроса на продукты и услуги, т.е. реклама, продвижение продаж, создание торговой марки, исследование рынка и т.д.

Public relations, or PR - связи с общественностью, сознательная попытка создать положительный имидж компании, показать, что компания преследует социальные интересы.

Match the definitions on the left with the words on the right.

1) Making a product or service known A. public relations

to the public (through the press,

television, cinema, etc.)

in order to sell it.

2) Attracting the public's attention but B. advertising

not necessary to sell

anything specific.

3) All the activities intended to stimulate С marketing

demand for products and services,

e. g. advertising, sales promotion,

branding, consumer tests, market

surveys and so on.

4) Part of marketing and promotion, D. publicity

but without direct involvement in selling.

Its function is to build up a good image

and reputation, to show that the firm is

socially aware and has the public interest at heart.

Таблица 12

verb	person	thing
To advertise	Advertiser	(1)________
To create	(2)________	(3)________
(4)________	(5)________	Competition

Таблица 13

AIDA Advertisers often follow the AIDA model in their advertisements and sales literature. Attention: the advertisement gets the reader¢s attention. Interest: it develops the reader¢s interest Decision: it tries to encourage them to make a decision Action: finaly they do on it.

Work in a group of three or four people and write a list of things that you think help to make successful advertisements. From an advertising agency. Choose one product that your agency is going to promote. Using this list as a guideline, discuss some ideas and draw a poster or write a commercial. Remember AIDA (attention, interest, decision, action)

o What image do you want to project?

o What approach / technique will you use?

o How will you attract the reader's / listener's attention?

o What will the text of your commercial be (50- 80 words)

o Will you use someone famous to advertise the product?

What about yоu?

1) Do you think advertising is really important?

2) Do you agree that advertising doesn't cost, it pays?

3) What is the most cost - effective way of advertising?

4) Do you think transit advertisements are important? Why?

Translate into English.

1) Наружная реклама - наиболее быстро растущий сегмент рынка.

2) США тратят на рекламу более 100 миллиардов долларов в год. Это больше, чем в любой другой стране.

3) Телевидение - наиболее распространенное средство рекламы. 4) Традиционный вид работы рекламных фирм - организация рекламных компаний.

5) Основная обязанность мерчендайзеров - следить за выкладкой на место покупки.

6) Специалисты по маркетингу считают, что объем продаж не всегда зависит от рекламы.

7) Компания «Вим-Билль-Данн», крупнейший производитель молочных продуктов и соков в стране, приобрела несколько пивоваренных заводов.

Текст №8

What is the brand?

A brand is a special trade mark, sign, symbol, design of the product that distinguishes it from other products. Products can have sub - brands. People have some beliefs and perceptions about a particular product, that is they have the brand image.

Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafe, prefer mayonnaise produced by Moscow fat- producing plant (MZHK) and chocolate of Krasny Oktyabor factory and so on. In this case we can speak about brand loyalty, that is commitment to a particular brand, which people regularly buy.

Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Mailk, sons of the tea producer.

Some brands have mistakes in their names. Brand of vegetable oil is called “Zolotaaya semechka”, but according to the rules of the Russian language, it should be called "Zolotoye semechko".

It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months.

If a company gives the name of the brand to its other products it's called brand-stretching. By putting their familiar trademarks on attractive and fashionable new products, companies can both generate additional revenue and increase brand-awareness. So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand- stretching is not always successful.

A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is.

One of the possible solutions is that people in Scotland are more conservative and keep to their traditions.

One of the most successful brands in the world is the Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks like a young woman, not a baby. Barbie has had seventy five careers - from astronaut to presidential candidate. In 1961 Ken, the man in Barbie's life, was introduced. She had got little sisters and friends from different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and brand- stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds.

VOCABULARY

To distinguish - отличать, проводить различие

Brand image - имидж торговой марки

Perception- восприятие

Brand loyalty - лояльное отношение к торговой марке

Commitment - приверженность

Brand- stretching- «расширение» торговой марки

Brand awareness - осведомленность, информированность о торговой марке

Fizzy drink- шипучий напиток

То outsell- продаваться больше / лучше

Exception- исключение

Unique selling proposition (USP) - уникальное торговое предложение