I. Marketing and Advertising

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AIDA - внимание интерес действие

Banner - баннер (рекламный щит)

Billboard – щитовая реклама

Copywriter – текстовик, разрабатывающий рекламные лозунги

Logo - логотип

Merchandising – стимулирование торговой деятельности

Positioning – позиция товара на рынке

Press – release – подготовленная, обычно отпечатанная на одном листе сжатая информация о товаре или фирме для возможной публикации в прессе

Promotion – содействие продажи, сбыту

Public relations – система взаимосвязи фирмы с общественностью, направленная на формирование и поддержку имиджа фирмы, на убеждение общественности в необходимости деятельности фирмы

Publicity – создание известности

Sales promotion – непосредственное стимулирование сбыта

Slogan – ясная и сжатая формулировка рекламной идеи, которая легко воспринимается и запоминается

Sponsorship – спонсорство

Spot – короткое рекламное сообщение или рекламный ролик, вставляемый между теле- и радио программами продолжительностью от 10 до 60 секунд

Target audience – целевая аудитория рекламного обращения

I. Marketing and advertising

Introduction

Market analysis includes finding out what groups of potential customers exist, what groups of customers you prefer to serve, what their needs are, what products or services you must develop to meet their needs, how the customers prefer to use the products and services, what your competitors are doing, what pricing you should use and how you should distribute the products and services to your target market.

Various methods of market research are used to find out information about markets, target markets and their needs, competitors, market trends, customers satisfaction with products and services, etc.

Marketing also includes promotion, which can include advertising, public relations, sales and customer services.

Marketing is more than just distributing goods from manufacturer to the final customer. It contains all the stages between creation of the product and the after-market which follows the eventual sale. One of these stages is advertising. The stages are like links in a chain and the chain will breakdown if one of the links is weak. Advertising is as important as every other stage or link and each depends on the other.

The product or service itself, its naming packaging, pricing, distribution are all reflected in the advertising.

Without advertising the products or services can not flow to the distributors or sellers.

Advertising and the modern world

The modern world depends on advertising. Mass production requires mass consumption which in turn requires advertising to the mass market through the mass median.

Advertising cannot turn a poor product or service in to a good one. But what it can do-and does-is to create awareness about old and new products and services. So three main objectives of advertising are:

1) To produce knowledge about the product and service;

2) To create preference for it;

3) To stimulate thought and action about it.

In the USA about 6000 advertising agencies help to create and place advertisement in a variety of media, including newspapers, TV, direct mail, magazines, radio and Internet and outdoor signs.

Vocabulary:

Advertisement as a service

Vocabulary:

wasteful‑расточительный

to inflate‑взвинчивать(цены)

attractive‑привлекательный

adjoin‑примыкать, прилегать

Advertisement is often criticized. There are three most common criticism:

1.Advertisement is wasteful and increases prices;

2. It is sometimes vulgar and tasteless;

3. It exploits the consumers and creates unnecessary needs.

Its defenders say: 1) advertisement reduces rather then inflates prices, especially in competitive markets; 2) taste is individual matter and advertisement are often more attractive, tasteful and entertaining then the programs or printing text. That adjoin them and advertisement reflect public needs rather then creating them.