Retail advertising

Here we have a form of advertising which lies between trade and consumer advertising. The most obvious examples of advertising are for department stores and supermarkets, but it can include the advertising conducted by any supplier including a petrol station, restaurant or insurance and broker.

A main form of retailing advertising nowadays is a direct response of marketers or retailers without using shops. This is a modern form of mail-order trading which has moved from traditional club catalogues to sophisticated off-the-page and direct mail campaigns for products and services. With the help of mail-order trading all financial houses and department stores have become leading participants of retail advertising.

The purpose of retail advertising is:

(a) To sell establishment, attract customers to the premises and in case of a shop, increase a so called 'store traffic'

(b) To sell goods which are exclusive in the shops.

(c) To sell some items of goods which are considered to be seasonal. The aim is to prepare presentation or exclusive selection of season dresses or make special offers to fairs. It may be special events such as winter or summer sales.

The shop is a considerable advertising medium and it may be a familiar landmark. Marks &: Spencer rarely advertises, but their shops are so big that they advertise themselves. Using retail chains, the corporate identity scheme they will quickly identify the location of a branch.

Retail advertising is characterized by four main aspects: creating an image of the shop, establishing its location, variety of offered goods, and competitive price offers. Nearly always the object of advertising is to persuade people to visit the shop or use telephone orders. The usage of credit accounts and credit cards is a growing feature of advertising.

1. Найдите в тексте английские эквиваленты для следующих выражений:

играть преимущественную роль, добиваться адекватного распределения товара, продвижения потребительской рекламной компании, большие прибыли, желание заработать деньги, убеждать потребителей в выгоде, наиболее очевидный пример, проводить рекламу, руководящие участники, привлекать внимание потребителей, товар со своим ярлыком.

2. Переведите следующие словосочетания:

People pass through the shop, to retail without shops, advertising support distribution of goods; a shop is an advertising medium, to sell the stock of the shop, to make a special offer, a regular policy, the object of advertising, the brand, to persuade people, to prepare collections, identify the brand with some shops.

3. Ответьте на следующие вопросы к тексту:

1) What is trade advertising?

2) What is the aim of trade advertising?

3) Can you tell us about the aim of consumer advertising? What is the difference between their aims?

4) What is retail advertising?

5) What is the purpose of it?

6) What are the principals of media for retail advertising?

7) How do you understand a phrase «people pass through a shop»?

4. Закончите следующие предложения, используя лексику урока:

1) Trade advertising supports …

2) The object of trade advertising is … to stock up the product.

3) It is a part of total advertising campaign for the product and it may be … by advertising agency.

4) A major form of retail advertising is…

5) The modern form of mail-order trading…

6) To sell the establishment is the … of retail advertising.

7) A shop may be a well known…

8) It may be a policy of advertising...

5. Переведите следующие предложения:

1) Торговая реклама необходима для того, чтобы рассказать о новых линиях поставки товаров для оптовых торговцев.

2) Предметом торговой рекламы является стимулирование покупок различных товаров.

3) Потребительская реклама старается убедить потребителя в преимуществах покупки товара.

4) Рекламируемый товар обязательно купят.

5) Основная форма оптовой торговли – осуществление продажи товаров напрямую, минуя магазины.

6) Целью розничной торговли является привлечение внимания потребителей к товару.

7) Чтобы продать эксклюзивный товар потребителю, необходимо постоянно поддерживать рекламную компанию.

6. Переведите следующие предложения. Определите функции причастий в следующих предложениях. Помните о том, что причастие может выполнять функции определения, части глагола-сказуемого и обстоятельства:

1) The advertising was started and the data obtained were published in the newspaper.

2) The new achievement made in the trade advertising is of certain value.

3) The statement concerned a new way of advertising was interesting.

4) He spoke of the results obtained after these goods had been sailed.

5) This is a developing science raises more and more important questions for future improvement.

6) The advertisers dealing with the problem of promotion of goods made up a questionnaire.

7) Being thoroughly studied the phenomenon was resolved at last.

8) Conducting advertising campaign he came across (сталкиваться) some interesting facts.

9) To watch the changing policy of advertising is very interesting.

7. Переведите следующие предложения, обращая внимание на особен-ности перевода страдательного залога:

1) In ancient times advertising was treated as a strong appeal to buy goods.

2) This simple rule is followed by others.

3) The main problem of advertising has been approached by many countries on various grounds.

4) Two answers have been given to your appeal.

5) Most of advertising have been based primarily on subjective opinion regarding your future job.

6) Special attention is being given to trade advertising.

7) The problem cannot be finally solved.

8) The method I have been used in my advertisement is followed by all of us.

8. Выразите свое мнение о рекламе пива. Используйте слова и словосочетания:

It seems to me (мне кажется) that the advertising of beer is quite right but a lot of young people may become dunkers (пьяница) if they use a lot of it.

In my opinion (по-моему) the problem is…

Personally, I think that it has positive side as well… (Лично я думаю, что…)

My feeling is that… (У меня такое чувство)

As far as I see (насколько я могу судить) it is well that it is demonstrated after ten in the afternoon…

If you ask me about the advertising I may say that…

9. Употребите глагол-сказуемое в соответствующей форме:

1) She (to go) to the Institute every day.

2) We (to go) to the cinema yesterday.

3) I (to go) to Moscow already.

4) Look! He (to walk) along the street.

5) They (to read) a new book when we came in.

6) Ann (to do) her work tomorrow.

7) He (to do) his translation of advertising when we called him.

8) She (to graduate) the Institute by June.

10. Переведите предложения, используя модальные глаголы:

1) Можно войти в комнату.

2) Ему не следует туда ходить после занятий.

3) Поезд прибудет в 5 часов по московскому времени.

4) Тебе необходимо взять зонт, так как идет дождь.

5) Мы должны читать много книг по рекламе.

6) Тебе не надо повторять то, что уже сказано.

Урок 5

· Прочитайте следующие слова и словосочетания и запомните их.

to attempt	пытаться
virtual	виртуальный, нереальный
to rely on	полагаться
Institutional	устоявшийся
to fire	увольнять
staff	коллектив
agreed budget	согласованный бюджет
frequency	частота, a purchase frequency
threshold effect	пороговая точка эффекта
disregard	пренебрежение
diminishing return	уменьшение оборота