III.Web Site Development

Vocabulary:

to judge- судить

to pique — возбудить (любопытство)

a communications piece — средство общения

a presence - представление

eventual — возможный. окончательный

current - текущий

a vendor - продавец

to pinpoint — указать, заострять внимание

to upload - загрузить

a storyboard - видеоряд

to lay out - форматировать

to assign — назначать. предписывать

crucial - решающий

to scroll - писать

a navigational bar — навигационная панель

the ease of use — легкость использования

There is and old proverb that says “You can’t judge a book by its cover”. The same is true about Web Sites. If graphically you have piqued the visitor’s interest, but have nothing to say, don’t expect the return visit. That’s because design and content must be well-balanced. They go hand-in-hand just like in any other communication peace.

What’s a person to do? In order to create a clean Web Site, try developing the suggestions which were given earlier.

What’s your purpose? To start you need to determine your goals regarding a Web Site. Ask yourself why do I want a presence on the Web (because everyone else is there)? What will I say (remember people stay and come back because of content, not because a line of type scrolls)? Am I going to sell a product or service directly on theWeb? Or will this Site serve as an online brochure, which will lead to eventual sales.

What is your audience? As with any form of communication you must consider your audience, that is, your reader.

How do you determine your audience? A good place to start is considering your current customers and vendors. Since these are people you already work with, consider with thoughts: are my customers (vendors) beginning to use the Web? At home or in the office? What browser(s) do they use? What is the connection speed 33.66, 28.8, 14.4, BPS or is it direct? What systems do they use? – MAC, PC. Who are they? – Age, income, job? What is my competition doing?

Try to pinpoint the needs and abilities of your audience because when you design your Web Site, you will do so from their perspective, not yours.

What is your plan? You are creating a Web Site, not a Web page. For example, 4 years ago people could upload a single page. But today we are uploading Web Sites, which include an average of 6 to 10 pages of information.

Because of the number of pages in use, it is best to formulate your plan with a storyboard. You simply lay out you site’s design by using good, old-fashioned paper. Assign one piece of paper for each page on your Site. Then construct what you want to say and how you want to say it directly on your “storyboard” pages. Although every single page within your Site should be given your best attention, the first page is the most crucial. It determines if the viewer will stay or click onto something else. Make sure it is inviting and understandable. Most people on the Web want information, and they want it now! So make it easy for your visitors by doing the following: be clear and concise; keep your sentences and paragraphs short; break up your content in to little pieces with lists, definitions and the like. Because most people don’t like to scroll, use the navigational bar within your Site. Keep your graphic, files small. Use a lot of white space. It helps the eye scan more easily.

Finally, after you have completed your Site, test it. Make sure it is working. Then, upload your Site but don’t forget it needs to be updated often. One way to get visitors to return is to offer fresh information. So promise to deliver something new and then up-date up-date and up-date!  

Questions:

1. What do you need to determine your goal(s)?

2. How do you determine your audience?

3. What do you formulate your plan with?

III. Web Site Development

Test.

1. You can’t judge a book by its….

a. background

b. cover

c. list

d. front side

2. Design and content must be ….

a. well-done

b. together

c. well-balanced

d. good-written

3. Try…..the needs and abilities of your audience.

a. underline

b. to pinpoint

c. pinpoint

d. to underline

4. It is best to formulate your plan with what’s called a….

a. plan

b. toolbar

c. scroll

d. storyboard

 

IV. Types of advertising

Vocabulary:

durables — товары длительного пользования

a lawn-mower - газонокосилка

a well-being - благополучие

an awareness - осведомленность

institutional advertising — учредительная реклама

detergents - очищающие средства

Advertising can be divided in two broad categories: consumer advertising and trade advertising. Consumer advertising is directed at the public. Trade advertising is directed at the wholesalers or distributors who resell to the public.

Consumer advertising

Different Kinds

There are two kinds of goods bought by the general public: consumer goods and consumer durables. They together with consumer services are advertised through mass media and addressed to appropriate social grades. Consumer goods are such goods as food, drinks and toiletries being called FMCGs (Fast Moving Consumer Goods).

Consumer durables usually more expensive and less often bought by the consumer. They include: clothes, furniture, and entertainment goods like radio, TV and mechanical equipment (starting from lawn mowers).

Consumer services. They include: services for security and well-being like banking, insurance, investment, repairs and those which do the pleasure such as hotels, restaurants, travel and holidays.