Consumer services

They include services for security and well-being like banking, insurance, investment, repairs and maintenance, and those deals with pleasure such as hotels, restaurants, travel agencies and holiday homes.

The social grades system makes it possible to identify certain groups of people as prospective buyers – and then to pinpoint the media which will reach them most effectively.

The media of consumer advertising will tend to a wide appeal, and even they use special journals such as women's magazines and others. They can be used all over the country as they will have large circulations. In fact, the term 'consumer press' is applied to the publications which are displayed for sale of goods in news agents’ shops, on news-stands and on newspaper vendors' pitches.

In Britain there are also hundreds of 'free' local newspapers which are delivered door-to-door every week. Together with saturation coverage of urban areas they provide good advertising media for many local businesses.

Тhе main kinds of media of consumer advertising are press, radio, television, outdoor and to a limited extent cinema, supported by sales literature, exhibitions and sales promotion. We should not forget about sponsorship, especially the sponsorship of many popular sport competitions which can be supported by arena advertising at the sports venue.

1. Найдите в тексте английские эквиваленты следующим выражениям:

ассоциироваться с другими элементами, под инициативой, жизнен­ный аспект, признание, вовлекать, повторная продажа, постоянный харак­тер, сырье, готовое оборудование, свободная реклама, спонсор, потреби­тельская рекламная кампания.

2. Переведите следующие выражения:

social grades, finished goods, to be bought by consumers, insurance, advertising campaign, to attend the exhibition, a wide appeal, women’s magazines, entertainment, venue of wholesalers, durables are the goods like radio, people’s reliance, a shocking slogan, invite order.

3. Найдите антонимы к следующим словам:

to be aware of,

to produce to produce,

to attend,

expensive,

direct.

4. Ответьте на следующие вопросы к тексту:

1) What is advertising associated with?

2) What does advertising research include?

3) What are the types of advertising?

4) Is it possible to identify types of advertising?

5) What can you say about consumer goods?

6) What is a typical feature of industrial advertising?

7) What are the purposes of industrial advertising?

8) What can you say about trade advertising?

9) How does it differ from industrial advertising?