1. Read the passage and guess the meaning of the words in bold.

How advertisers make you buy

Are you one of those people whose expenditure is greater than their income? If so, read on - you might find out why you spend so much on goods that you don't really need. One of the most common techniques with which advertisers try to persuade you to buy their products is for a person whose name and face you know well to tell you that they can't live without that particular product. These celebrities, most of whom can hardly need the money that they receive for it, may endorse the most unexpected products - like the footballer who appeared in an advertising campaign for packets of snack food. Another common style is the advert in which we're told that everybody else has already bought the product, so you'd better hurry if you don't want to be the one person who doesn't have it. This high-pressure approach generally works because it's difficult for you to find out whether or not the product is really selling well. You have to take the advertiser's word for it, which means you're at their mercy. Adverts using this technique often tell us to 'hurry while stocks last' or give the date when the 'special offer' ends.

2. Complete the extract with the words below and translate the text into Russian:

adding capturing differentiating giving helping opening gaining

Advertising does not work in the same way as sales pitch. Very little advertising tries to persuade anyone to buy immediately. Advertising has to motivate customers to take further action, such as making a telephone call or visiting the shops.

Creative advertising offers many benefits and helps businesses to meet their objectives by:

1………………he attention of the audience.

2………………their imagination.

3………………their minds to your sales messages.

4………………your products and services from all others.

5………………them a reason to choose you.

6………………value to your products and services.

7………………the audience to remember your products / services.

Follow-up

1. What are the main techniques advertisers use to persuade us to buy something?

2. Have you bought anything when you didn't really want to?

TEXT 3

Before you read

1. Match the words with their definitions. Then translate the sentences from the text to check if you understand the new words correctly.

1. highlight a) a fairly large amount of something

2, delve into b) to emphasize something, especially so that people give it

more attention

3. chunk c) existing under the surface of something else

4. lure d) to persuade or trick somebody to go somewhere or to do

something by promising them reward

5. underlying e) a confusing problem that is very difficult to serve

6. conundrum f) to search for something inside a bag container;

1) This article will explore the key elements of successful advertising strategies, and highlight its importance in a highly competitive market.

2) The seller or producer, who can satisfy these needs more precisely, ultimately gets the biggest chunk of the market.

3) Advertising is an age-old marketing tool that simplistically speaking, focuses on luring a buyer to buy your products.

4) These factors will obviously differ for all companies, but the underlying elements of all the different types of advertising strategies remain the same.

5) But with so much knowledge and so much information comes the eternal conundrum of confusion.

6) Advertising is a vast field of study that delves into persuading a consumer to purchase a certain product

Reading

1. Read the text below and answer the questions:

- What are the biggest beneficiaries of the world's economy revolution?

- Who and where are our potential customers?. Where are they located?

- How do we communicate with them at present?

- What is our unique selling point?

- How can we reach them through advertising?

- What are the successful advertising strategies focus on? - What are the elements of successful advertising strategies?

- What is the importance of the marketing mix strategy?

- Why is targeting of great importance?

Advertising is a vast field of study that delves into persuading a consumer to purchase a certain product. This article will explore the key elements of successful advertising strategies, and highlight its importance in a highly competitive market. In this vast consumer driven market that we have today, where there are numerous choices to fulfil each of our demands, it is the successful advertising strategies of companies that enable us to make a decision. The world's economy has opened up for one and all today, and the biggest beneficiaries of this revolution have undoubtedly been the consumers. But with so much knowledge and so much information comes the eternal conundrum of confusion. In the midst of this over exposure to information, those sellers who adopt the most efficient successful advertising strategies are the ones who reap the most benefits. Advertising is an age-old marketing tool that simplistically speaking, focuses on luring a buyer to buy your products. How you convince him to do so lies entirely in your hands, and you can build your advertising techniques based on your company's offerings, size, budget and uniqueness. These factors will obviously differ for all companies, but the underlying elements of all the different types of advertising strategies remain the same. Furthermore, all the successful advertising strategies of today focus solely on personalization and consumer satisfaction. Today, the consumer is the king and whatever he wants, he gets. The seller or producer, who can satisfy these needs more precisely, ultimately gets the biggest chunk of the market. Advertising is the vessel through which this message of personalization can be passed along. With a proper advertising strategy in place, the lowliest of products can gain huge profit streams. So let's take a deeper look into the strategy behind successful advertising. Elements of Successful Advertising Strategies. One of the most important things about a successful advertising strategy is the medium through which it travels. Convention tells us that the radio, the television and the newspapers are the best channels. But this was long before the revolution of the Internet occurred. Today, the Internet is the only guaranteed medium of advertising. Mass advertising methods like billboard advertising and banner advertising are still alive, but their effectiveness is in serious doubt. Even though everyone knows that they are virtually pointless today, no one can afford to get rid of them altogether. Internet advertising, on the other hand, is cost effective, far reaching, and omnipresent. Moreover, it also provides the consumer with an instant means to compare, so this indirectly implies that for a product to be successful, it needs to be superior. This is where product innovation comes in. The whole idea is to create something so novel and revolutionary that it simply amazes everyone, and then go all out and declare it to the world. Just look at the Apple IPhone for the best example. Successful advertising strategies need to remind the buyer what he is getting. It is not unusual for a buyer to regularly forget what he is getting exactly when he purchases a certain product. Advertising has to take responsibility for this act, and should go about attracting new consumers, as well as retaining existing ones. This advertising needs to be backed up with efficient customer relationships, after sales service and complaint solving capabilities. All the companies that know how to create successful advertising strategy are well aware of the importance of segmentation. The market today is huge, and as such you cannot expect the entire market to be homogeneous. Therefore, you have to divide and conquer. Advertising campaigns need to be aimed at specific target groups, and cannot be generic in nature. These divisions can be made on the basis of age, gender, income level, lifestyle, geographical divisions or psychological reasoning. The most successful advertising strategies always know who they are targeting and as a result they act accordingly. All advertisers undoubtedly know the importance of the marketing mix strategy as well.

Follow-up