Advertising

Advertising is a form of ….. . Advertising ….. to make people ….. of things they need and to make them want these ..… . It tells what ..… or services are on the ….. and how they can be ….. .

It ….. new products, and ….. new uses and ….. features of ….. ones. Advertising ….. that we might enjoy more nourishing ….. , more attractive ….. , and more ….. homes. In doing all these things, ….. helps us to improve our way of ….. . It also shapes our ….. , habits and ….. .

Advertising ….. are carried to large ….. by newspapers, ….., television, ….. and other means of ….. .

Exercise 3. Match the words and there definitions:

1) ad; 2) poster; 3) advertisement; 4) advertising agency; 5) classified ads; 6) eye-catcher (US); 7) slot; 8) AIDA; 9) benefit; 10) billboard (US); 11) circulation; 12) commercial; 13) coupon; 14) double-page spread; 15) features; 16) promote; 17) target; 18) U.S.P.; 19) hoarding (UK); 20) prime time.

a) Unique Selling Proposition; what makes a product different from others;

b) item of publicity for a product or service, in magazine, on TV etc.;

c) Attention, Interest, Desire, Action – the objective of all advertisements;

d) paid advertisement on radio or TV;

e) company specializing in producing and placing advertisements for clients;

f) advantage of a product or service, usually derived from its features;

g) small advertisements in magazine or newspaper categorized by subject;

h) signboard, usually outdoors, for advertising posters; hoarding;

i) specific time in a broadcasting schedule, when a commercial may be shown;

j) average number of copies of a magazine sold in a particular period;

k) part of a printed advertisement used for ordering goods, samples etc.;

l) abbreviation from advertisement;

m) advertisement printed across 2 pages in a magazine or newspaper;

n) something that especially attracts one's attention – eye-catching;

o) to try to increase sales of a product by publicizing and advertising it;

p) objective;

q) large sheet of paper, usually illustrated, used as advertisement;

r) special characteristics of a product, usually leading to certain benefits;

s) signboard, usually outdoors, for advertising posters; billboard;

t) hours on radio & TV with largest audience, esp. the evening hours.

Exercise 4. Translate the following words.

Technique, commercial, therefore, identify, selling message, сору, to process, however, even though, psychological, appeal, confident.

Exercise 5. Read and translate the following text.

BASIC ADVERTISING TECHNIQUES

One of the first principles that you must understand in advertising is that it is limited in both time and space. Television and radio commercials are use ally only 10 to 60 seconds long. Print ads are usually no larger than two pages, and usually much smaller. Therefore, an advertisement must do its job quickly. It must get the consumer's attention, identify the product, and deliver the selling message in a small time or space. In order to do this, advertising often breaks the rules of grammar, image, and oven society.

The second basic point is that advertisements usually have two parts: copy and illustrations. Copy refers to the words in the advertisement. These words give the sales message. Illustrations are the pictures or photographs. Most ads are a combination of copy and illustration. Some advertisements have small illustrations and a lot of copy. Some are only an illustration with the name of the product.

The decision about how much copy and illustration to use depends on how the advertiser wants to present the sales message. Understanding how advertisers make this decision is complex. First you must understand how humans process, or work with, information because we do not process all kinds of information in the same way. We process some kinds of information intellectually. In other words, we think about the information in order to understand it. We process other kinds of information emotionally. This means we use feelings rather than thinking to understand the information.

We generally process copy in ads intellectually. That is because both reading and listening are thinking processes. These thinking processes translate symbols (written words) or sounds (spoken words) into meaning. Of course, words, especially if they are spoken, can be very emotional – they can bring memories that make you laugh or cry. However, even though spoken words are often very emotional, we must first translate them. In other words, we do not see words as reality.

The mind also interprets drawings and paintings intellectually. Like words, drawings and paintings are not the things themselves, but an artist's idea of them. The viewer must translate the lines, colors and shapes into meaning. Illustrations can have a lot of emotion, but again they are not reality. In order to understand this idea better, think of a well-know painting such as The 3rd of May 1808 in Madrid: The Executions on Principe Pio Hill by Goya. This painting upsets many people. However, think of the same scene in a photograph. Most people would find the photograph even more disturbing. That is because we process photographs emotionally. To us, they are real.

Therefore, photographs do not need translation. Research supports this idea. It shows that photographs attract more readers, are more believable and remembered better than illustrations.

Just as there are two kinds of mental processes, there are two basic ways of presenting a sales message: intellectually and emotionally. An intellectual presentation uses ideas to get a consumer to buy a product or service. For example, computer buyers usually do not think about what the machine looks like or the effect it might have on their social life. They are looking for technical information. How fast does the computer work? How large is its memory?

Advertisements that present a message intellectually have a lot of copy. The copy explains the uses and benefits of the product or service. In addition, such ads are not usually seen on television because television ads are very short. It requires time and careful thinking to understand a message which contains a lot of ideas. These kinds of ads usually appear in magazines or newspapers where the consumer has unlimited time to process the information.

Ads with an intellectual presentation usually have few illustrations. If they have any illustrations, they will probably be drawings or paintings. In this way, both parts of the ad are processed in the same way. If they have photographs, the photographs will usually be simple, with little emotional content, usually showing only what the product looks like.

The second basic way to present a sales message is emotionally. In an emotional presentation, the use of the product is often not the most important sales message. Instead, the ad focuses on the buyer's social, psychological or economic needs. For example, an emotional ad may show how the product or service will make the consumers’ social life better by increasing their appeal, making them feel more confident, or making them rich. Some of the most effective ads today are ones that use an emotional presentation.

Exercise 6. Answer the questions.

1. What can you tell about time and space limits in advertising?

2. Why does advertising often break the rules of grammar, image and society?

3. What parts does an advertisement have?

4. What does the advertiser take into account presenting the sales message?

5. Why is a photograph an efficient advertising technique?

6. What are the two basic ways of presenting a sales message?

7. How do TV commercials differ from ads in magazines or newspapers?

8. Is emotional presentation often used in effective ads?

9. What needs does the ad with emotional presentation focus on?

10. What will you as a professional advertising agent tell the viewers who are annoyed by the aggressively increasing TV advertising?

Exercise 7. Match the words to their corresponding definitions:

1) support goods; 2) word-of-mouth promotion; 3) rack jobber; 4) truck jobber; 5) utility; 6) retailer advertising; 7) retailer; 8) push strategy; 9) pull strategy; 10) wholesaler; 11) sales promotion; 12) trade advertising; 13) shopping goods and services.

a) use of promotional tools to motivate consumers to request products from stores;

b) use of promotional tools to convince wholesalers and retailers to stock and sell merchandise;

c) a full-service wholesaler that furnishes racks or shelves full of merchandise to retailers, displays products, and sells on consignment;

d) advertising to consumers by retailers;

e) a marketing middleman that sells to consumers;

f) the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities (displays, shows, exhibitions, and contests, etc.);

g) products that have a special attraction to consumers, who are willing to go out of their way to obtain them;

h) industrial goods such as accessory equipment and supplies that are used to assist in the production of other products;

i) advertising to wholesalers and retailers by manufacturers;

j) a small, limited function wholesaler that delivers goods by truck to retailers;

k) value or want-satisfying ability that is added to products by organizations because the products are made more useful or accessible to consumers;

l) a marketing middleman who sells to organizations and individuals, but not to final customers;

m) consumers talking about products they have liked or disliked.