Advertising media

Newspapers

There are both national newspapers and local newspapers. Advertising in the national press is usually much more expensive than advertising in the local press. Both types of advertising are sold by the column centimeter (по сантиметрам), the half page and the page. A page in a national newspaper may cost many thousands of pounds for one day. This is because national newspapers have very large circulations (they are read by a lot of people).

Television

Television advertising in Great Britain is controlled by the Television Act 1954. It is the most expensive kind of advertising and costs many thousands of pounds (on a national network) for just a few seconds of television time. Charges are made by the seconds. (Оплата производится по секундам) If the advertisement is shown at a time when relatively few people are watching, then it will be cheaper. If it is shown at a time when many people are watching (peak viewing time), then the charges will be much higher. Television advertising is mostly used by large organizations and the nationalized industries.

Radio

This kind of advertising is much cheaper than television advertising. It is very popular in the United States. The most popular radio station in Europe is Radio Luxembourg, which carries a lot of commercial advertising. In Great Britain radio advertising is usually carried by local independent radio stations.

Hoardings

Hoarding advertisements (щитовая) are usually put up in eye-catching positions at the side of the road. The cost of the advertisement will depend on where the hoarding is and how large it is. If it is in a very good position and near the centre of the city where it will be seen by many potential customers, then it will probably be quite expensive. The sites are usually rented out to clients on a monthly basis by an advertising agency.

Handbills (тендер)

These are quite often used by local traders to advertise their goods and services. They are expensive in labor costs and are not very effective.

Transport

The inside and outside of buses, trains, vans and other kinds of public transport a so called transport advertising is used. The most expensive position is where the advertisement is likely to be seen by the public such as in the back of a bus or the inside of a bus, especially at the front of it where the potential customers will be seated looking at it. The most inexpensive position is upstairs on the bus or at the back inside the bus. It is difficult to tell whether transport advertising is effective or not.

Cinemas

The cinema screen is used for advertising by local and national traders. Like transport advertising, it is difficult to judge how effective cinema advertising is.

Neon displays

These are mostly used by large firms. The signs are usually displayed in city centre.

Technical journals

These are mostly used as an advertising medium by large manufacturing and distributing companies. They are read by persons and companies who are interested in this particular kind of product and the journals will also contain other information that may be useful to the readers. Technical journals are usually printed once a month. Examples are The Hairdresser, The Radio and Television Magazine and the Farmers Live Stock Journal. Advertising in technical journals is a very good method of advertising.

Trade fairs and shows

The Motor Show, the Boat Show, the Radio Show and the Ideal Homes Exhibition are few examples of trade fairs and shows. Dairy products may be advertised at agricultural shows. Aircraft may be advertised and displayed at the Farnborough Air Show. The disadvantage is that these shows and exhibitions are expensive to organize.

1. Найдите в тексте английские эквиваленты данным словам и выражениям:

местные газеты, полстраницы, показывать во время обеда, оплата выше, чаще использовать, содержать много коммерческой информации, щитовая реклама, афиша, очень эффективна, сзади автобуса, трудно сказать, быть заинтересованным в определенных продуктах, организация выставки, потенциальный покупатель.

2. Подберите русские эквиваленты следующим английским словам и выражениям:

may cost, is shown at times, the charges are high, these adverts are used by large organizations, the most popular radio station, is carried by, will be seen by potential customers, on a monthly basis, advertising agency, the most expensive position, to be printed twice a week, advertising by word of mouth.

3. Ответьте на следующие вопросы к тексту:

1) Is advertising in press very expensive?

2) What is the most popular kind of advertising?

3) What can you say about television advertising?

4) What is much cheaper than television advertising?

5) What kinds of advertising do you know?

6) Speak about advertising in technical journals?

7) What kinds of advertisement do you like best of all? Give your grounds.