11. Прочитайте и письменно переведите следующий текст.

Advertising Marketing

Marketing is the term given to the different activities involved in distributing goods from the manufacturer to the final customer. The combination of the different elements of a company's marketing plan, such as product conception and development, promotion, pricing and packaging is known as the marketing mix.

Advertising is an important element of the marketing function. It is used to increase sales by making the product or service known to a wider audience, and by emphasizing its superior qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend, and the size and type of the target audience. The different media for advertising include television, radio, newspapers, magazines and direct mail, by which advertisers send letters, brochures and leaflets directly to potential customers.

Advertising is a highly developed business. In the UK, for example, approximately £5 billion is; spent on advertising each year.

(«Insight into Business»).

УРОК 3

• Знаете ли Вы о том, что существуют различные типы рекламы, которые отличаются друг от друга?

• Прочитайте следующие слова и выражения и запомните их.

evidence	доказательство, очевидность
preference	предпочтение
branding	клеймение, маркировка
segment	сегмент, отрезок
bargain	дешево купленная вещь
a brand	марка
vital	жизненный
literally	буквально, точно
to be familiar with	быть знакомым
support	поддержка
favorable market situation	благоприятная ситуация на рынке
institutional	учрежденческая
survey	обзор
to track	выслеживать, отслеживать
cost-per-reply	затраты на ответы
cost-per-conversation-to sales	расходы на разговоры по продажам
maintenance	поддержка
loyalty	верность, преданность
consumer advertising	потребительская реклама
durables	долгосрочные товары
appropriate	подходящий, присущий
domestic appliance	бытовая техника
security	безопасность
well-being	благосостояние
insurance	страхование
vendor	продавец
to be confused	запутаться, быть запутанным
twofold	двойной, двойственный
tiгe	шина
admission	допуск, вход, пропуск
reliance	доверие, уверенность
sales promotion scheme	схема продвижения продажи товаров

Прочитайте и переведите текст.

Advertising involvement

Although advertising is listed (значится) as a single element it is associated with almost every other element, borrowing (заимствование) from them or interpreting them.

The volume, emphasis (эмфатика) and timing of advertising will depend on the product life cycle situation. For instance, at the introductory stage or so called recycling stage, the weight of advertising will be heavier than at the final or decline stage.

Marketing research will provide evidence of motives, preferences and attitudes which will influence not only the copy platform or advertising theme but the choice of media through which it may be expressed.

Naming and branding may be initiated by the advertising department or agency. It clearly plays an important role in advertisement design.

The product image will be projected by advertising.

The market segment will decide the tone or style of advertising, and the choice of media.

Pricing can play an important part in the appeal of the copy. Is the product worth of paying money? Is it a bargain or a luxury (роскошь)? Pricing can be a very competitive sales argument: People are conscious about prices. Everybody likes when the product is cheap but of top quality.

It is aimed to create a favorable market situation in which advertising will work.

Corporate and financial public relations often use institutional advertising in their business press.

Test marketing requires a little advertising campaign acting like future national advertising campaign.

Advertising research includes copy-testing, circulation and readership surveys and statistics, recall tests, tracking studies (условия доставки).

Sales promotion can replace traditional advertising.

The after-market calls for advertising to make customers aware of post-sales services.

The maintenance of customer interest and loyalty may be achieved by advertising which promotes additional usage of the goods and accessories, or simply reminds.

Types of advertising

Advertising serves many purposes and many advertisers. Beginning from the individual who places a small classified advertisement in his local newspaper to the big producer who uses TV network to sell popular brands to millions of people, they use adverts.

It is possible to identify seven main categories of advertising, namely consumer, industrial, trade, retail, financial, direct response and recruitment.

Consumer advertising

There are two kinds of goods bought by a general public, consumer goods and consumer durables, which together with consumer services are advertised through media addressed to appropriate social grades.

Consumer goods

These are the numerous goods may be found in the shops. These goods which enjoy repeat sales like foods, drinks, confectionery and toiletries are called Fast Moving Consumer Goods, (FMCGs).

Consumer durables

Consumer durables are such goods which are usually more expensive and less frequently bought by consumers. So consumer durables are considered to be of more permanent nature than consumer goods and include clothes, furniture, domestic appliances, entertainment goods like radio, television and video and mechanical equipment like lawn-mowers and motor-cars.

Consumer services

They include services for security and well-being like banking, insurance, investment, repairs and maintenance, and those deals with pleasure such as hotels, restaurants, travel agencies and holiday homes.

The social grades system makes it possible to identify certain groups of people as prospective buyers – and then to pinpoint the media which will reach them most effectively.

The media of consumer advertising will tend to a wide appeal, and even they use special journals such as women's magazines and others. They can be used all over the country as they will have large circulations. In fact, the term 'consumer press' is applied to the publications which are displayed for sale of goods in news agents’ shops, on news-stands and on newspaper vendors' pitches.

In Britain there are also hundreds of 'free' local newspapers which are delivered door-to-door every week. Together with saturation coverage of urban areas they provide good advertising media for many local businesses.

Тhе main kinds of media of consumer advertising are press, radio, television, outdoor and to a limited extent cinema, supported by sales literature, exhibitions and sales promotion. We should not forget about sponsorship, especially the sponsorship of many popular sport competitions which can be supported by arena advertising at the sports venue.

1. Найдите в тексте английские эквиваленты следующим выражениям:

ассоциироваться с другими элементами, под инициативой, жизнен­ный аспект, признание, вовлекать, повторная продажа, постоянный харак­тер, сырье, готовое оборудование, свободная реклама, спонсор, потреби­тельская рекламная кампания.

2. Переведите следующие выражения:

social grades, finished goods, to be bought by consumers, insurance, advertising campaign, to attend the exhibition, a wide appeal, women’s magazines, entertainment, venue of wholesalers, durables are the goods like radio, people’s reliance, a shocking slogan, invite order.

3. Найдите антонимы к следующим словам:

to be aware of,

to produce to produce,

to attend,

expensive,

direct.

4. Ответьте на следующие вопросы к тексту:

1. What is advertising associated with?

2. What does advertising research include?

3. What are the types of advertising?

4. Is it possible to identify types of advertising?

5. What can you say about consumer goods?

6. What is a typical feature of industrial advertising?

7. What are the purposes of industrial advertising?

8. What can you say about trade advertising?

9. How does it differ from industrial advertising?