Глава I. What Is What?

Doing business without advertising

is like winking at a girl in the dark.

You know what you are doing, but

nobody else does.

Anonymous

1.1. Advertising: Terms and Definitions

(from Longman Dictionary of Contemporary English)

advertising / ’ædvətaiziŋ / n the activity or business of advertising things on television, in newspapers etc:

eg. advertising aimed at 18-25 years old;

a career in advertising.

advertise / ’ædvətaiz / v 1. to tell people publicly about a product or service in order to persuade them to buy it:

eg. Have you tried that new shampoo they’ve been advertising on TV?

2. to make an announcement, for example in a newspaper or on a poster, that a job is available, an event is going to happen etc:

eg. a big poster advertising a U2 concert;

[+for] I see they’re advertising for a new Sales Director

3. to show or tell something about yourself that it would be better to keep secret:

eg. Don’t advertise the fact that you’re looking for another job.

advertisement / æd’vз:tismənt / n 1. a picture, set of words, a film etc that is used to advertise a product or service:

eg. an advertisement for a free day of skiing in Vermont

2. a statement in a newspaper that a job is available, an event is going to happen etc

3. to be an advertisement for to show the advantages of something:

eg. He’s not a very good advertisement for private education.

advertising agency a company that designs and makes advertisement for other companies.

advertising /n the attracting of public attention to a product, service, etc (New Webster's Dictionary)

advertising /n the business of encouraging people to buy goods ... (Longman Dictionary of Contemporary English)

1.2. Words Frequently Confused

Task 1. Read and translate the article, write out all the unknown words.

What picture does the word "advertising" present to your mind? Smiling girls on TV persuading us to buy a new toothpaste with the flavour of chocolate? Or a merry voice on the radio that speaks about new credits in affiliates of an African bank which has recently opened its doors in your country? Or lots of useless colourful paper in your mailbox? Is that all? I think the imagination of the majority of people is limited to these. Nevertheless, there are differ­ent types of "ads" we face every day. Let us examine each of them.

Advertisement is an announcement informing people about an event, a service or a product on TV, radio, Internet or in a newspaper that aims at persuading us to buy it. Plus, we have a person who advertises - he/she is called an advertiser. Sometimes the word "ad­vertisement" can be shortened to advert or ad.

Do not mix up advertisement with advertising. The latter is the business of making advertisements. The classified ads are small advertisements in a newspaper or a magazine, of­ten placed by individuals rather than by large compa­nies. A more informal word for classified ads is the small ads. If you open a section in a newspaper or a magazine where people advertise that they want to meet someone to have a relationship, know it is the personal ads.

We also have commercials, which are advertisements on TV or the radio. A short interruption in a television or a radio program when advertisements are broadcast is called a commercial break.

Billboard is a large outdoor sign used for advertising. It is usually placed in a busy area. Poster is a piece of paper, a big one, often with a picture on it, that illustrates an advertisement. In the street we usually get flyers advertising a product, service or event. They also make us clean our mailboxes as often as we can. To catch our attention advertisements use a short sentence - a slogan.

A good campaign, i.e. a planned series of posters, advertisements and events used for advertising something, aims at getting us interested in a product or a company and making us buy something.

Now you know everything about the terms and can become profes­sional agents. Have you ever had this idea? How do you think an agent advertising a product should behave to persuade us to buy a product? What personal qualities are necessary to become a good agent'? Should this be a young or "not-so-young" man? What education does he need? Does he really need any, or is it a natural ability that makes millions of people head to the shops for a pretty doll or a toothpaste? Would you like to make ads? Do you feel able to influence people's mind? Have you ever dreamt of opening your own advertising agency? What prod­ucts/services/events would you never advertise and why? What do you know about tricks used in advertisements? Are there any laws prohibiting advertisements of some products? Do you think it is fair to prohibit them or not? What advertisements should children never watch? What do you think about children's participation in commercials? What influence does it have on our minds?

Go on, try to think about these questions and write us as soon as you have any idea. We are sure you have got something interesting to share with us!

By Alevtina Kozina, English, 4/2005

Task 2. Fill in the blanks using the text:

Term	Definition
1) advertisement (advert/ ad)	is an announcement … to buy it
2) …	is a person who advertises
3) …	is the business of making advertisements
4) classified ads (…)	are small advertisements in a newspaper or a magazine
5) personal ads	is a section in …
6) …	are advertisements on TV or on the radio
7) commercial break	is a … broadcast
8) …	is a large outdoor sign used for advertising
9) …	is a piece of paper, a big one, often with a picture on it, that illustrates an advertisement
10) …	is an advertisement of a product, service or event usually given to people in the street
11) …	is a short sentence to catch our attention
12) …	is a planned series of posters, advertisements and events used for advertising something, aims at getting us interested in a product or a company and making us buy something

Task 3. Learn these terms for a quiz, and the definitions by heart.

Task 4. These are terms, taken from the Dictionary of Advertising and Public Relations. Compare them with the terms, given in the text and learn.

1. реклама, объявление

2. рекламная деятельность

3. рекламодатель

4. рекламная пауза

5. газетная и журнальная реклама, классифицируемая по содержанию для удобства читателей

6. частное объявление в газете

7. реклама на радио или телевидении

8. уличный рекламный щит; заглавные и конечные титры в телевизионной программе длительностью не более 8 с.

9. рекламный плакат; наружный рекламный щит; панель

10. рекламный листок, рассылаемый по почте

11. девиз, призыв; рекламный лозунг; рекламная формула

( запоминающаяся фраза)

12. кампания, рекламная деятельность, направленная на создание положительного мнения или имиджа клиента, его товара или услуг и продолжающаяся, как правило, в течение заранее запланированного периода времени.

Task 5. Answer the questions from the text in written form.

Task 6. Speak about the difference between two types of advertisements:

There are two major types of advertisements: classified and commercial.

Classified advertisements are short advertisements in a newspaper or a magazine placed by people offering or asking for a product or service оr who are offering or looking for employment.

Commercial advertisements are advertisements on television, radio or in a cinema.

1.3. What Is Advertising?

Advertising is a message to promote a product, a service, or an idea. The purpose of most advertising is to sell products or services. Advertising plays a key role in the competition among businesses for the consumer's money. In many businesses, the volume of sales depends largely on the amount of advertis­ing done. Manufacturers advertise to persuade people to buy their products. Large firms also use advertising to create a favourable image of their company. The company can advertise in many ways depending on how much it wishes to spend, and the size and type of the target audience. If the company wants to en­ter the market or launch a new product, it often starts an advertising campaign.

Such campaigns are usually very successful be­cause people learn about new products or services.

When South African Brewery (SAB) started pro­ducing beer "Zolotaya bochka" in Russia, it invested lots of money not only in production, but in adver­tising the product. The advertising campaign was aggressive, and as a result this brand of beer is among the most popular ones.

There are different ways of advertising:

• newspapers

• television

• direct mail

• radio

• magazines

• outdoor signs

• other ways (transit advertisements, window displays, point-of-purchase displays, telephone di­rectories and novelties).

Television is the chief medium used by advertis­ers. In the USA 100 largest advertisers spend on av­erage 75 per cent of their advertising budgets on television. Food companies spend about 80 per cent on television, and candy, snack, and soft drink com­panies spend about 85 per cent.

Advertising on TV is often criticised. People don't like it when programmes are interrupted every fifteen minutes. We know that the Duma passed a bill that would forbid running of commercials dur­ing television and radio programmes. In Russia TV advertising generates $300 million a year. Of course, advertising revenues are important, but there are international norms which recommend ad breaks every 45 minutes. These days outdoor adver­tising is popular in Moscow. Many people think it makes the city more beautiful. It is especially widely used by car manufacturers, clothing and telecommu­nications companies. Such advertising attracts wide audience and is cost-effective.

Vocabulary:

message	послание	telephone directory	телефонный справочник
volume of sales	объем продаж	cost-effective	эффективный
manufacturers	производители	medium	средство
favourable	благоприятный	on average	в среднем
target audience	целевая аудитория	candy	конфеты
to launch	запускать (завод, продукт, торговую марку)	snack	легкая еда
advertising campaign	рекламная кампания	revenues	доходы
brewery	пивоваренный завод	ad breaks	перерывы для рек­ламы
transit advertisements	реклама в городском транс­порте	outdoor advertising	наружная реклама
window display	витрина	novelties	мелкие товары (календари, кружки, брело­ки, майки) для подарков
point-of-purchase display	выкладка на месте покупки

Task 1. Match the words with their definitions.

1) snack A. a public notice selling

goods or services

2) manufacturer B. income, especially total

annual income

3) advertisement C. person of company that

makes goods from raw ma­terials

4) revenues D. process of making goods

and services known to peo­ple

5) advertising E. light meal

Task 2. Try not to look at the text and say what these num­bers refer to:

1)100; 3)300; 5)80; 7)75.

2)45; 4)15; 6)85;

Task 3. Study the words in the box.

advertising — advertisement — publicity — marketing — public relations

Advertising — реклама товара, услуги или компа­нии в средствах массовой информации, исходя­щая от коммерческого источника, например производителя или розничного торговца.

Слово advertising неисчисляемое. People don't like much advertising on TV.

Advertisement — объявление, реклама, анонс. Слово advertisement исчисляемое. То put I to place an advertisement in the newspaper / the magazine/ on the Internet. An advertisement in 'Moscow Times' brought lots of new customers.

Publicity — гласность, известность, слава; реклам­ные материалы; сообщение маркетингового характера в средствах массовой информации о компании или ее продукции, в отличие от рек­ламы, не оплачивается.

to seek publicity — добиваться гласности

to avoid publicity — избегать гласности

The new store was given a wide publicity. - Но­вый магазин был широко разрекламирован.

Marketing — все виды деятельности, направлен­ные на стимулирование спроса на продукты и услуги, т. е. реклама, продвижение продаж, создание торговой марки, исследование рынка и т. д.

Public relations, or PR — связи с общественно­стью, сознательная попытка создать положи­тельный имидж компании, показать, что ком­пания преследует социальные интересы.

Task 4. Match the definitions on the left with the words on the right.

1) Making a product or service known to the public (through the press, television, cinema, etc.) in order to sell it.	A. public relations
2) Attracting the public’s attention but not necessary to sell anything specific.	B. advertising
3) All the activities intended to stimulate demand for products and services, e. g. ad­vertising, sales promotion, branding, consumer tests, market surveys and so on.	C. marketing
4) Part of marketing and promotion, but without direct involvement in selling. Its function is to build up a good image and reputation, to show that the firm is socially aware and has the public in­terest at heart.	D. publicity

Task 5. Word families. Fill in the missing words.

verb	person	thing
to advertise	advertiser	(1)__________
to create	(2)__________	(3)__________
(4)__________	(5)__________	competition
AIDA Advertisers often follow the AIDA model in their advertisements and sales literature.
Attention:	the advertisement gets the readers' attention
Interest:	it develops the readers' interest
Decision:	it tries to encourage them to make a decision

Task 6. Work in a group of three or four people and write a list of things that you think help to make successful advertisements. Form an advertising agency. Choose one product that your agency is going to promote. Us­ing this list as a guideline, discuss some ideas and draw a poster or write a commercial. Remember AIDA (attention, interest, decision, action).

• What image do you want to project?

• What approach/technique will you use?

• How will you attract the reader's / listener's attention?

• What will your slogan be? (maximum 10 words)

• What will the text of your commercial be (50-80 words)

• Will you use someone famous to advertise the product?

Task 7. What about you?

1. Do you think advertising is really important?

2. Do you agree that advertising doesn't cost, it pays?

3. What is the most cost-effective way of advertis­ing?

4. Do you think transit advertisements are impor­tant? Why?

Task 8. Translate into English.

1) Наружная реклама — наиболее быстро рас­тущий сегмент рынка. 2) США тратят на рекламу более 100 миллиардов долларов в год. Это больше, чем в любой другой стране. 3) Телевидение — наи­более распространенное средство рекламы. 4) Тра­диционный вид работы рекламных фирм — орга­низация рекламных кампаний. 5) Основная обя­занность мерчендайзеров — следить за выкладкой на месте покупки. 6) Специалисты по маркетингу считают, что объем продаж не всегда зависит от рекламы. 7) Компания «Вим-Билль-Данн», круп­нейший производитель молочных продуктов и со­ков в стране, приобрела несколько пивоваренных заводов.

1.4. What Is Marketing?

Marketing can be defined as human activity which is directed at satisfying needs and wants by creating and exchanging goods or services. The mar­keting concept has replaced the selling concept. The "selling concept" means that consumers have to be persuaded by selling techniques to buy non-essen­tial goods and services. The "marketing concept", on the contrary, means that the producer should pro­duce the products which the customers need.

Marketing can be approached in terms of mar­keting mix. Its components are four Ps — product, price, place, promotion, that is selling the right product, at the right price, through the right chan­nels, with the right support and communication.

Let's consider the case of the company "Harley-Davidson", the company in the USA which produced bikes. For a number of years the company had serious problems. Its profits decreased, and the company was facing a possibility of bankruptcy. In its operation the company was orienting to a rather narrow market, that is young people in "black leather jackets".

In order to survive, the company had to use the main principles of marketing. 1. Determine the cus­tomer groups or segments. 2. Determine their needs. 3. Position the product in a proper way. While the company was trying to determine a new group of customers, it identified a numerous group of baby-boomers, born after World War II. At that time they were in their forties. The second stage of this work was determination if these rather grown-up and con­servative people could become buyers of bikes. The company studied this group and the features of its buying behaviour and came to a conclusion that it was possible. These people were experiencing the cri­sis typical for people of their age, and they had to get new opportunities, new experience and relaxation.

The company decided to launch a new model and position it in such a way it could meet the needs of the target group. The new model was meant for top-end, or upmarket (Am. upscale) instead of mid-range market. The motorcycle was made large and reliable. The company realized that new buyers would not repair the motorcycle themselves, so it used a new motor "V-twin". A lot was done to improve the image of the motorcycle. A shift was made from "hard metal" to a more soft variant. Such famous personalities as Kurt Russell and Elizabeth Tailor were advertising the new model. The company was successful. Its sales have risen, and its profit margins have grown more than three times. Now the company is looking for new markets at home and internationally. It didn't suffer from foreign compe­tition, as many automobile and electronic companies did. The company survived and began to prosper as it followed the principles of marketing.

Marketing has become a key factor in the success of western business. In the 20th century, marketing has played an increasingly larger role in determining company policy, influencing product development, pricing, methods of distribution, advertising and promotion techniques.

Vocabulary:

to define	определять
to satisfy a need	удовлетворять потребность
to persuade	убеждать
selling techniques	приемы и методы продаж
non-essential	не первой необходимости
marketing mix	комплекс маркетинга; смешанная сис­тема сбыта
market segment	сегмент рынка, т. е. группа покупа­телей со схожими потребностями и характеристика­ми
position the product	позиционировать товар, т. е. ис­пользовать рекламу и другие элементы комплекса маркетинга, чтобы сообщить о достоинствах товара
product positioning	позиционирование товара
buying behaviour	поведение покупателя
conclusion	вывод
to come to a conclusion	приходить к выводу
target group	целевая группа
top-end market / up market	рынок для элитарных по­купателей (Am. upscale)
mid-range market	рынок для потребителей со средним доходом
bottom-end market / down market	рынок для (Am. downscale) потребителей с низким доходом
profit margins	чистая прибыль в виде процентов от продаж
pricing	ценообразование

Task 1. Fill in the gaps with the words from the box.

marketing mix marketing customers persuade positioned satisfy needs

1) Today competition is stiff, and companies which can best ________ of the customers will survive and make the largest profits.

2) The factors that help a firm to sell its products are known as the________

3) ________ means promoting goods and services to customers.

4) The product should be distributed to the most convenient place for ________ to buy it.

5. The company is looking for a trade representa­tive possessing high communicative skills and being able to ________ people.

6. "Zolotaya bochka" is ________ on the market as beer of high quality.

Task 2. Make 20 questions on the textual information.

Teenage marketing: word-of-mouth approval

The natural habitat of Japanese teen­agers is a small area of central Tokyo be­tween Shibuya and Harajuku stations which is full of boutiques and music shops. At weekends, teenagers from the city and the surrounding provinces go there to spot the latest street fashions.

The area is also a magnet for anyone re­searching or selling to the teenage market: fashion and cosmetics companies, record producers, editors of young fashion magazines, soft drink and snack promoters, and makers of games and gadgets.

One such company was Bandai, the toy company responsible for Tamagotchi, the egg-shaped, pocket-sized virtual pet which swept the world in the late 1990s. Tamagotchi's first appear­ance was in a test marketing exercise on the streets of Shibuya.

The schoolgirls that saw it were so impressed that told all their friends, and the first Tamagotchi to hit the shops sold out immediately. Such is the power of word of mouth. Normally, word-of-mouth promotion is free, but impossible to arrange. In Japan it can be arranged – at a price. There are agencies with hundreds of teenagers on their books who receive new products and tell their friends about them, others are paid to queue up for a new product or opening of a new store, creating an "artificial buzz" about it. Mr. Morita set up the agency Teens Net­work Ship which is the best specialist in the teenage market, and often uses informal, word-of-mouth style marketing methods. It has a register of 2000 senior high pupils in the Tokyo area, and is now expanding nationally. Information spreads more rapidly among the 15 to 18 age group than at any other life stage. A teenager tells on average 50 of his or her friends about the "discovery", so that a group of 1,000 can spread the word to 50,000 or more.

Vocabulary:

approval — одобрение

habitat — среда

to spot — узнать, заметить, увидеть (разг.)

gadgets — технические новинки

to sweep / swept / swept — здесь: охватить, пронестись

to hit the shops — попасть в магазины

Task 3. Translate into English.

Маркетинг можно определить как человече­скую деятельность, направленную на удовлетворе­ние потребностей путем создания и обмена товаров и услуг. В настоящее время концепция маркетин­га заменила концепцию продаж. Концепция про­даж означает, что покупателей надо убедить в необ­ходимости покупки товаров и услуг, которые им не очень нужны. Концепция маркетинга, напротив, означает, что производитель должен производить продукты, в которых нуждаются покупатели.

К маркетингу можно подходить с точки зре­ния комплекса маркетинга. Компонентами этого комплекса являются продукт, цена, место, про­движение, т. е. продажа нужного продукта по нужной цене по правильным каналам при пра­вильной поддержке.

Опыт компании «Харлей-Дэвидсон» показыва­ет, что можно добиться больших успехов, если следовать основным принципам маркетинга. Ком­пания, единственный производитель тяжелых мо­тоциклов, в течение многих лет испытывала серь­езные проблемы. Произошло сокращение прибы­ли, и над компанией нависла угроза банкротства. В своей работе компания ориентировалась на до­статочно узкий рынок — молодых людей в «чер­ных кожаных куртках».

Для того чтобы выжить, компания должна бы­ла использовать основные принципы маркетинга.

1. Выявить группы или сегменты рынка. 2. Опре­делить их потребности. 3. Позиционировать това­ры должным образом. Компания выявила много­ численную группу людей, родившихся после Вто­рой мировой войны, которым в то время было около сорока лет. Эти люди испытывали кризис, типичный для этого возраста. Компания решила запустить новую модель и позиционировать ее та­ким образом, чтобы она удовлетворяла потребнос­тям данной целевой группы. Новая модель была предназначена для элитарных покупателей. Ком­пания добилась больших успехов. Продажи воз­росли, и прибыль выросла более чем в три раза. Сейчас компания ищет новые рынки в своей стране и за рубежом. Она не пострадала от иностран­ной конкуренции, как многие автомобильные и электронные фирмы.

1.5. The Magical Power of Marketing

Task 1. Read and translate the article, write out all the unknown words.

What is marketing? There are many definitions given; many scientific articles written on this issue. Our university professors say that marketing is "the art of finding out what the other person wants, then manufacturing it for him". But I believe that marketing is something more than that. Marketing is a magic power that puts our dreams into reality by transforming our needs, wants and demands into tangible and useful things. Marketing is like a genie that executes people's wishes.

According to Henry Ford, a money-making business is all about delivering to people something useful and bringing them a feeling of satisfaction. As soon as people who are potential customers want something, a great number of companies start doing their best to satisfy those needs and wants. There is a good example. Many of us dreamed of being kings, presidents, war leaders or heroes, like Rambo, and now you can be anybody you like when playing computer games like "Age of Empires", "Heroes" or "Quake", produced by different computer companies. And that's marketing! Companies try to discover you wishes, then put them into reality and make a profit.

Every kind of magic has its own secrets. How does the process of marketing go? It is based on the marketing mix that consists of the 4 PS (product, price, place and promotion). First of all, you should identify your opportunities. Imagine, you have a sum or money, and your friend possesses an amazing voice and brilliant music abilities. So working together you can create a CD with magnificent pieces of music which appeal to people's hearts and penetrate their minds.

But before you start producing something, decide on your target audience. Let it be teenagers. Then you should conduct marketing research and discover their problems and interests. You can conduct some structured or unstructured surveys by using mail, e-mail, telephones or personal interviews. You can also find needed information in newspapers and magazines, or other sorts of mass media.

Having collected the information, you've got some themes for composing songs. They can be about first love, relationships with friends, parents, teachers, about disco clubs, about drugs and so on.

Then comes the decision on a brand name. In this case it is the name of the pop group. The brand name should be sensitive, memorable and easy to pronounce. After that, design the label of your CD and style its package.

As soon as you have developed the product, it's time you decide on your price strategy considering the customers' and competitors' behavior. This depends on many factors, including the type of competition, demand, supply, various non-price factors, etc. But bear in mind that your goal is to cover all expenses and make a profit. So think over how to minimize costs and increase sales of your product.

After this you should make a decision considering the placement of your product. Your CD can be sold in different multimedia shops, in disco clubs, and through other distribution channels.

Next comes the promotion of your CD. No matter how talented and gifted you or your singers are, you will never meet success until you are promoted. The promotion mix includes advertising, sales promotion, personal selling and public relations.

You can advertise your CD in TV commercials, run your video-clips on music channels, broadcast your songs on radio and play the CD in disco clubs. You can also place the information about your group and its music in magazines and papers for teenagers.

Sales-promotion involves some contests, coupons and lotteries. For example, those, who buy your CD take part in a lottery and the winners get tickets to a concert of your group. Then comes personal selling - if your group has fans you can recruit them as salespeople. They buy your CDs (and in this case you sell to them cheaper than usual) and distribute them among their friends at a higher price. So they acquire communication skills, a good chance to earn money, and you get an increasing number of actual and potential customers.

At the same time your group can take part in presentations, various celebrations and ceremonies. You can give interviews and express your opinion on different issues. That is called public relations.

Having done this, your CD finds its consumers. They acquire delight and happiness, and your group earns money and wins public recognition. That is the result of marketing magic.

We could stop on this optimistic point, but... some people have a negative attitude towards marke­ting, for they are victims of low-grade products that were launched, marketed and promoted. And there is one more problem. Our television commercials contain much rubbish, violence and senselessness. Critics blame marketing and marketers for these negative tendencies. But my answer is that they mix marketing with salesmanship this means manufacturing something and making another person want it. We cannot consider salesmanship to be a kind of magic, but we must regard it as a manner of cheating if the product is of low quality and is promoted by misleading commercial.

The main idea of marketing strategy is all about understanding people's needs and a company's mission that should come before designing, manufacturing, placing and promotion of any product.

By Mikhail Odinokov, the State University of Management

Task 2.Answer the questions:

1. What is marketing?

2. How does the process of marketing go? What is it based on?

3. What does the marketing mix consist of?

4. What would you do first of all?

5. What should you do before you start producing something?

6. What should you do having collected the information?

7. What should you do as soon as you have developed the product?

8. What should you do after this?

9. What comes next?

10. What does the promotion mix consist of?

11. Where can you advertise?

12. What is sales-promotion?

13. What is personal selling?

14. What is public relations?

15. What is the result of marketing magic?

16. What is salesmanship?

17. What is the main idea of marketing strategy

Task 3. Retell the text.

1.6. What Is The Brand?

A brand is a special trade mark, sign, symbol, de­sign of the product that distinguishes it from other products. Products can have sub-brands. People have some beliefs and perceptions about a particular product, that is they have the brand image.

Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafe, prefer mayonnaise produced by Moscow fat-producing plant (MZHK) and chocolate of Krasny Oktyabr fac­tory and so on. In this case we can speak about brand loyalty, that is commitment to a particular brand, which people regularly buy. Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Malik, sons of the tea producer.

Some brands have mistakes in their names. Brand of vegetable oil is called "Zolotaya semechka", but according to the rules of the Russian language, it should be called "Zolotoye semechko".

It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months.

If a company gives the name of the brand to its other products it's called brand-stretching. By put­ting their familiar trademarks on attractive and fashionable new products, companies can both gen­erate additional revenue and increase brand-aware­ness. So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand-stretching is not always successful.

A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in al­most every country, outselling local brands. One of the exceptions is Scotland, and their marketing spe­cialists are trying to find out why this is.

One of the possible solutions is that people in Scotland are more conservative and keep to their tra­ditions.

One of the most successful brands in the world is l.he Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks I i ke a young woman, not a baby. Barbie has had sev­enty five careers — from astronaut to presidential candidate. In 1961 Ken, the man in Barbie's life, was introduced. She has got little sisters and friends I i-om different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and in and-stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds.

Vocabulary:

to distinguish — отличать, проводить различие

brand image — имидж торговой марки

perception — восприятие

brand loyalty — лояльное отношение к торговой марке

commitment — приверженность

brand-stretching — «расширение» торговой марки

brand awareness — осведомленность, информирован­ность о торговой марке

fizzy drink — шипучий напиток

to outsell — продаваться больше / лучше

exception — исключение

unique selling proposition (USP) — уникальное торговое предложение

item — здесь: вид товара, товар, изделие

Task 1. Study the words in the box.

mark (модель, марка, тип, сорт, производство) — brand (торговая марка) — trademark (торговая мар­ка) — logo (лого) — patent (патент) — copyright (ав­торское право)

Mark — модель, марка, тип, сорт, производство. Чаще используется для обозначения произво­дящей фирмы, чем самого продукта. Как пра­вило, этот продукт предполагает сборку, как, например, автомобиль.

Indesit is a popular make of washing machine. Mercedes is a German make of car. There are hundreds of makes of micro-computers.

Brand — торговая марка.

What brand of tea do you prefer?

а) Выражение "brand name" обозначает груп­пу продуктов, продаваемых одной фирмой.

б) Выражение "brand new" означает «совер­шенно новый».

Trademark — «торговая марка» — это слово или символ, которые производитель использует, чтобы отличить продукт или ряд продуктов от других. Торговая марка обычно регистрирует­ся и защищается законом.

Logo — это символ, эмблема, рисунок или иное изображение, особым образом написанное на­звание компании, которое она использует на своих продуктах, в рекламе, на конвертах, фирменной бумаге и т. д.

Copyright — авторское право. Компании и отдель­ные изобретатели получают патенты на изо­бретения. Парижская конвенция защиты про­мышленной собственности устанавливает мини­мальные стандарты и признана в 100 странах. Авторское право может быть получено на литературные, музыкальные и художественные произведения.

Task 2. Fill in the gaps with the words from the box.

trademark logo mark

1. British Petroleum decided to update its image. A creative team came up with a new design of the company's ________It cost the compa­ny one million pounds.

2. Cars of Japanese ________are popular in the world.

3. ________is the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from others. It is usually registered and protected by law.

Task 3. Translate into English.

1)Во многих странах кока-кола продается луч­ше, чем местные напитки (beverages). Только в Шотландии местные напитки пользуются большей популярностью. 2)Требуется не менее десяти лет, чтобы создать бренд на Западе. В России некото­рым бизнесменам удается создать бренд за два года. 3)Уникальность торгового предложения Барби за­ключается в том, что кукла похожа не на ребенка, а на молодую женщину. 4)Если человек постоянно покупает определенный бренд, мы говорим, что он имеет лояльное отношение к нему.