7. Переведите следующие предложения:

1) Я хочу, чтобы вы пришли на работу пораньше.

2) Известно, что это рекламное объявление следует переделать.

3) Сообщили, что они добрались хорошо.

4) Погода, вероятно, не изменится.

5) Говорили, что он не работает в отделе маркетинга.

6) Предполагают, что заседание закончится скоро.

7) Вы, кажется, читали много о рекламе в России.

8. Прочитайте дополнительный текст и кратко передайте содержание текста.

Product advertising is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaigns is usually the job of an advertising agency.

Corporate advertising is not directly concerned with increasing sales of a particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) experts specialize in organizing activities and events which generate positive publicity for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about it.

УРОК 19

Прочитайте и запомните следующие выражения.

On the plus side is	положительной стороной является…
At minimal cost	по минимальной цене..
Persuasive messages	рекламные сообщения убеждающего характера…
The classified ads	реклама, ранжированная по области применения….
Supermarket specials	реклама в супермаркетах о снижении цен…
To whom it may concern	всем заинтересованным лицам..
Brand name identification	идентификация с помощью торговой марки…
From the realm of political campaigning	из практики проведения компаний…
A catchy summary	легко запоминающееся название…
The jingle	рифмованное созвучие…
Ungrammatical example	неверно выражено…
Catchy	легко запоминающийся...

Прочитайте и переведите следующий текст:

Advertising in the USA

The influence of advertising in the mass media market has both advantages and disadvantages. On the plus side is the fact that people get an incredible variety of information, entertainment and culture at minimal cost. The disadvantage is that nearly all of America’s mass communications are heavily overloaded with commercial or persuasive messages.

All advertising contains both information and persuasion. The classified advertisements in the daily newspapers are almost pure information. So are most of the supermarket specials.

In Latin ad (vertere) means to turn the mind towards something. The American Marketing Association points out that advertising are tools of marketing along with the product price, distribution and personal selling. It also reminds us that advertising can be used as promote ideologies and services. This kind of promotion is non-personal – it is directed To Whom It May Concern and therefore it is effective because the audience is very receptive to it.

The first function of advertising is to distinguish among identical products. This attempt was exercised at the end of the 39 th century by means of brand name identification. It seemed that the brand name would become synonymous with the product or its quality. Today when we ask for Coca-Cola, Klinex or Xerox- it is due to this particular function of advertising.

While brand names were an effective advertising technique, something more was required to establish the product difference in the public mind. From the realm of political campaigning advertisers borrowed the slogan – a catchy summary of the product. Thus, the company Pears’ Soap updated itself instantly with a catchy Good morning, have you used Pears’ today?

The slogan gave way to the jingle, which was set to music and rhyme. Winston tastes good, like a cigarette should is an evident though an ungrammatical example.

The next technique applied to advertising was brand image. Its aim was to create an image for a product that puts it a little above the competition and hence makes it more desirable. Since the late 1960, a new concept has come to national advertising called positioning. Positioning consists of segmenting a market by persuading the customer that the new product will meet the needs of a selective group. Positioning recognizes the differences in people as individuals and the impossibility of any product capturing the entire potential market.