2015-03-07
1789
1* Translate the following words and word combinations or find Russian equivalents.
1. to establish goals
2. to select distributors
3. selection of goods and services
4. to build goodwill
5. to the benefit of the consumer
6. to bring advertising into disrepute
7. in designing the message
8. content of the advertisement
9. approach to an advertising campaign
10. fair competition
11. to keep up with the Joneses
12. extensive advertising
13. intensive advertising
14. celebrity
15. to correct misinformation
2* Translate the following sentences into Russian.
1. The function of advertising is to build morale of a company sales force.
2. Having decided on the message, the advertiser then has to choose the most cost-effective medium.
3. Once the firm has decided on running the advertising campaign, it must then decide on the message, the mass media and the receiver.
4. In designing the message the advertiser must consider such questions "as what type of product is being offered, which market is it entering and who is the target customer.
5. All advertisements should conform to the principles of fair competition as generally accepted in business.
6. Persuasive advertising attempts to make those who do not use the product feel as if they are missing out.
7. For a firm advertising an industrial product the choice of mass media may be limited to exhibitions, special magazines and direct mail.
3* Fill the gaps in the sentences below with the words and expressions from the box. There are two expressions, which you don't need to use.
| launched, persuasive advertising, increase sales, target consumer, easy recognition,, mass media, influence, sense of responsibility, informative advertising |
1. The general goal of advertising is to ______________ either immediately or in the future, and to do so profitably.
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2. The function of advertising is to inform customers of goods or services and to _______________ people's behaviour.
3. The advertising is intended to build familiarity and __________of package or trademark.
4. "When a product is first ___________, sales are low because very few customers are aware that it exists.
5. The role of_____________is to inform the public of the product's existence and its particular uses.
6._________________, as its name implies, is used to try and persuade a consumer to buy a particular product.
7. All advertisements should be prepared with a______________to the consumer.
4* Find English equivalents for the following Russian expressions.
1. цели рекламы
2. увеличить объем продаж
3. влиять на поведение людей
4. информирующая реклама
5. убеждающая реклама
6. главный недостаток
7. проводить рекламную кампанию
8. так называемая целевая аудитория
9. уменьшать доверие к рекламе
10. выпускать новый товар на рынок
11. шкала цен
12. экономически эффективная рекламная кампания
5* Translate the following sentences from Russian into English.
1. Роль рекламы состоит в том, чтобы информировать людей о существовании товара и об особенностях его использования.
2. Основная цель рекламы - повысить объем продаж.
3. Цели рекламы также включают завоевание новых рынков и привлечение новых групп потребителей.
4. Убеждающая реклама играет на ревности, зависти и желании быть не хуже других.
5. Убеждающая реклама обычно ассоциируется с потребительскими товарами и используется там, где различия между товарами незначительны.
6. Содержание рекламного сообщения зависит от типа товара и рынка, на котором товар должен продаваться.
Unit 2. LISTENING
