Практикум по закреплению лексического материала учебника
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Task 4. Give English equivalents for:Разместить рекламу; Сделать товар известным посредством вывесок и календарей; Создать глобальную сеть; Добиться успеха в превращении продукта во всемирно известную марку; Открывать зарубежные филиалы; Доставить Кока-Колу во все уголки мира; Отражать современный образ жизни; Создавать международную рекламную кампанию; Талантливые профессионалы во многих областях; Проводить всесторонние испытания и исследования; Участие знаменитостей в рекламе; Явиться свидетелем того, как резко возросли продажи; Попробовали изменить секретную формулу; Американцы очень привыкли к изначальному рецепту; Быстро среагировали на мнение потребителей; Намеревается расширить свое присутствие в мире; Особенно на развивающихся рынках. Task 5. Read the following article and choose the best sentence (A-I) from the list below to complete each gap.Would you call your friends if it meant hearing ads every three minutes- er, make that free minutes? You pick up the telephone, dial the number and before it rings a cheerful voice says, «Hello! This call is sponsored by...». ______. We’ve come to tolerate (Maybe) TV ads that cut into movies just at the dramatic moment, or intrude on soccer matches right when a crucial play begins. In American football, referees even halt play for commercials. But how many people would be willing to have a phone call repeatedly interrupted for «a brief word from our sponsor»? Answer: plenty. That’s the verdict from Sweden, where an outfit called Gratistelefon is offering free, advertising-supported calls in a two-month trial. Lines are overloaded._______. They are not, it seems. A caller dials a toll-free number, then dials any other number in Sweden. _______.There’s no charge for as long as the caller-or the person called-wants to talk, or is willing to have conversation punctuated by chirpy jingles. _______. But giveaways know no age barrier, says Broden. «We were a bit amazed, but we’re getting lots of middle-aged and older people. For them it’s no bother.» He wouldn’t confirm published reports that the system is getting 30,000 callers a day, but did say it is so popular that on some evenings the circuits are jammed. And what’s in it for advertisers in this brave new medium? ________ «Because the ad is only 10 seconds long and your friend is waiting on the line, you can’t really go to the bathroom», says Broden. «It’s very cost-efficient.» A handful of organizations, including a movie theater chain, a radio station, a snacks company and a charity, are already running ads, which cost about 13 cents per spot, and dozens more have expressed interest. Gratistelefon has bigger, not to mention Big Brother-like plants. ________. Then, different callers might hear different ads, tailored to the advertisers' needs. There’s even the technology to play separate ads to each person on the line – the caller from the rural north might hear a pickup truck pitch, while the recipient in Stockholm could listen to one for a local restaurant. The company plans to extend the service nationwide in Sweden in the next few months, and it has been deluged by Inquiries from other countries. If the (READ TIME!) idea catches on and (READ TIME!) consumers elsewhere prove tolerant(READ TIME!) of such interruptions, who knows where it may lead? By Jay Branegan Time Br. E Freephone cinema Am. E. toll-free movie theater A. Each ad has a very small – but equally captive – audience. B. Gratistelefon leases capacity from other telephone operators at bulk rates. C. «We were afraid consumers would be annoyed by the breaks, «says Peter Broden, the marketing director. D. Future customers will have to provide a telephone number and all-important demographic data – age, sex, marital status, address and so on. E. We put up with commercials between songs on the radio. F. They hope to make profits by charging advertisers for the chance to reach the world’s most narrowly targeted audience. G. Not surprisingly, young people and students have been the biggest users in the test. H. Although Sweden’s telephone market has been competitive for some time, long-distance charges can still be high. I. The caller hears one 10-seconds ad while the connection is made, another in a minute, and then one spot every three minutes. Task 6. Answer the following questions:What new ways of advertising are mentioned in the article? What is a Swedish company Gratistelefon offering its customers? Is the new service popular? Why? What age groups have been involved in the experiment? How popular is it? What does this new medium of advertising mean for advertisers? What kind of businesses are running these ads? How is the company Gratistelefon planning to develop further? What might happen if the idea catches on? What do you think of this way of advertising? Would you be attracted by such an offer? How tolerant are you to such interruptions? Speak about the latest media of advertising. Task 7. Translate into Russian:1. Each ad has a very small- but equally captive-audience. 2. We've come to tolerate TV ads that cut into movies. 3. Referees even halt play for commercials. 4. To have a phone call repeatedly interrupted for a brief word from our sponsor. 5. An outfit called Gratistelefon is offering free, advertising- supported calls. 6. Lines are overloaded. 7. Consumers would be annoyed by the breaks. 8. A two-month trial. 9. The biggest users in the test. 10. As long as the caller is willing to have conversation punctuated by chirpy jingles. 11. The circuits are jammed. 12. It's very cost-efficient. 13. A handful of organisations are already running ads, which cost about 13 cents per spot. 14. ...not to mention Big Brother -like plans. 15. Callers might hear different ads, tailored to the advertisers' needs. 16. The caller from the rural north might hear a pickup truck pitch. 17. The company has been deluged by inquiries from other countries. 18. If the idea catches on and consumers prove tolerant... Task 8. Select the correct alternatives to complete the text.Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is free(1)... advertising, which occurs when satisfied customers recommend products or services to their friends, but very few companies rely on this alone. Large companies could easily set up their own advertising departments, but they tend to hire the services of a/an (2)... A contract to produce the advertisements for a specific company, product, or service is known as a/an (3)... The client company generally decides on its advertising (4)..., the amount of money it plans to spend in developing its advertising and buying media time or space. It also provides a (5)..., or a statement of the objectives of the advertising, as well as an overall advertising strategy concerning what (6)... is to be communicated. The choice of how and where to advertise (newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings (GB) or billboards (US), point-of-purchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a (7)... The set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement are known as the (8)... market. The advertising of a particular product or service during a particular period of time is called an advertising (9)... Favorable mentions of a company's products or services, in any medium read, viewed or heard by a company's customers or potential customers, that are not paid for, are called (10)... 1. a. mouth-to-mouth b. mouth-to-ear c. word-of-mouth 2. a. advertising agency b. advertising company c. public relations company 3. a. account b. arrangement c. deal 4. a. campaign b. budget c. effort 5. a. brief b. dossier c. message 6. a. facts b. message c. opinions 7. a. medium plan b. medias plan c. media plan 8. a. aimed b. segmented c. target 9. a. campaign b. mix c. plan 10. a. promotions b. publicity c. public relations Answer the following questions: What is the aim of advertising? What is the best form of advertising? Why do big companies tend to hire the services of an advertising agency? How is a contract in advertising called? What does the client company decide on? What else does it have to provide? What does a media plan include? What is the target market? What is called an advertising campaign? What is publicity? Task 9.Complete the following collocations:
Make up and write down 10 sentences with the above collocations. Task 10.Read and translate the article: GOING GLOBAL Perhaps the biggest challenge now facing the international advertising industry is that of establishing ‘world brands’ by appealing to the global consumer in all niche markets which require specific marketing strategies, global operations call for global campaigns. Professor Theodore Lewitt of Harvard Business School first put forward the theory of ‘the globalization of markets.’ But the idea that there are more similarities between cultures than differences goes back to the popular image of the ‘global village’. The best in the business It was Coca-Cola who told us in the 70s that ‘they’d like to buy the world a Coke’ and British Airways who announced in the 80s that they were ‘the world’s favorite airline’. Their universally recognized TV and cinema advertisements invented the global advertising genre. Simple messages The very first global commercial Saatchi & Saatchi ran for BA featured Manhattan Island being flown across the Atlantic. The effect was breathtaking, words were hardly needed, the pictures said it all. The commercial was screened in 29 countries and caused a sensation in the industry. Since then, ‘the world’s favorite airline’ has become a part of the language, recognized the world over. The secret, according to BA, is that the message is straightforward, easily understood and vividly expressed. Minimalist approach So what is it that makes global advertising so compelling and memorable? The answer to that lies partly in reducing the message to an absolute minimum. A lot of adverts pack in too much and end up obscuring their message. The global commercial gets its message across succinctly, with great impact and an emotional intensity of the universal languages of pictures and music. The commercials reinforce the brand- image independently of any real consideration of the product. And image outsells product every time. Costs the earth The beauty of a good global ad is that it can be used to great effect over a period of many years and still seem fresh. Global image-making, however, is a lengthy and costly business. Bringing together the best creative talent in the advertising industry usually ends up costing the earth. Which of the following viewpoints support the opinions expressed in the article?
Look back at the article. Find expressions which mean:
Read the text again. Find:
Content Unit I. Company Structures (SB, p. 4–13) 4 Unit 2. Recruitment (SB, p. 14–24) 11 Unit 3. Retailing (SB, p. 25–33) 17 Unit 4. Franchising (SB, p. 34–43) 27 Unit 5. International Business Styles (SB, p. 44–45) 39 Unit 6. Banking (SB, p. 56–64) 48 Unit 7. Business and the Environment (SB, p. 65–73) 59 Unit 8. The Stock Market (SB, p. 74–83) 70 Unit 9. Import-Export / International Trade (SB p. 84–95) 78 Unit 10. Company Performance (SB, p. 96–103) 91 Unit 11. Setting Up a Business (p. 106–115) 101 Types of ownership 101 Unit 12. Corporate Alliances and Acquisions (SB, p. 116–124) 111 Unit 13. Marketing (SB, p. 125–133) 120 Unit 14. Product and Corporate Advesrtising (SB, p. 134–142) 128 * to lay (someone) off =to stop employing someone. *** cashmere =a type of fine soft wool. * oust = force someone from power. * extraordinary meting = an extra meeting called to deal with matters which can't wait. |
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