Учебное пособие по дисциплине «Английский язык»

Unit III. CLASSIFICATIONS OF ADVERTISING

Pre-text task: - Can a teenager be interested in a television commercial of a new detergent?

Can a housewife with three small children be interested in an advertisement of

a motorbike?

Will you ever buy a journal “California Farmer” and look at the ads there?

Why are all these examples mostly impossible? Do all the mentioned people need their

own advertising?

To explain your opinion, use the following expressions: - I think, …

- In my opinion, …

- To my mind, …

Text 1. Classifications of advertising.

Vocabulary:

Study the following words and word combinations and their meanings:

Find the meanings of the following words and word combinations in the dictionary:

1) major; 2) to include; 3) immediate; 4) aim.

Classification by Target Audience

The target audience is generally defined as that group of individuals to whom the advertising message is directed. There are many classifications of target audiences. The two major ones are consumers and businesses.

Consumer advertising. Most of the ads we see in the mass media – television, radio, newspapers, and magazines – are consumer advertising. They are sponsored by the manufacturer or the seller of the product and directed at people who will buy the product for their personal use or someone else’s use.

Business advertising. People who buy products for use in business make up the target audience for business advertising. Business advertising is concentrated in specialized business publications, professional journals or trade shows. Business advertising comes in four main types: industrial, trade, professional, and agricultural.

Classification by Geographic Area

The four classifications of advertising based on geography are: international, national, regional, and local. International advertising is directed at foreign markets. Advertising aimed at consumers in several regions of the country or in one region is called national (regional, local).

Direct-Action/ Indirect Action Advertising

Mail-order advertisements, newspaper or magazine advertisements which include coupons are examples of direct-action advertisements. They are intended to bring about immediate action from the reader. Most advertisements on television and radio are indirect. They build the image of a product and familiarity with the name and package.

Commercial/ Noncommercial Advertising

A commercial advertising promotes goods, services, or ideas for a business with the aim to make profit. A noncommercial advertisement is sponsored by or for a charitable institution, religious, public or political organization.

Exercises

I. Answer the questions to the text:

1. What are the major classifications of advertising?

2. What is the target audience?

3. What are two major types of the target audience?

4. Where can we see consumer advertising?

5. Who are consumer advertisements directed to?

6. What is the target audience for business advertisement?

7. Where is business advertising concentrated?

8. What are main types of business advertising?

9. How is advertising classified by geographic area?

10. Give examples of direct-action and indirect-action advertisements. What is their role?

11. What is the aim of commercial/noncommercial advertising?
II. Make up sentences using the words and word combinations from the table:

The target audience	to be defined	to	consumers
The advertising message	to be directed	as	foreign markets
Business advertising	to be sponsored	at	the group of people
Consumer advertising	to be concentrated	by	the manufacturer
International advertising	to be aimed	in	business publications

III. Finish the sentences:

1. The group of individuals to whom the advertising message is directed is called … .

2. The advertising we see in mass media is mostly … .

3. The sponsors of consumer advertising are … .

4. The target audience for business advertising is … .

5. Industrial, trade, professional, and agricultural advertising are main types of … .

6. Advertising directed at foreign markets is called … .

7. Direct-action advertisements can have the forms of … .

8. The image of a product and familiarity with the name and package are built by … .

9. Promotion of goods, services, or ideas for a business is the main aim of … .

10. Sponsors of non-commercial advertising are … .

IV. Distribute the following products and services according to the type of their advertising:
1) Consumer 2) Business 3) International 4) National 5) Regional (local)

6) Direct-action 7) Indirect-action 8) Commercial 9) Non-commercial
American Express Traveller’s Cheques; “Ford” cars; Russian-made medicines; college or institute advertising for applicants; discount coupons for one of the city’s supermarkets; “Lada” cars; Sberbank deposits and loans; Samsung mobile phones; “Megafon” mobile phone company; Coca Cola.
V. Sum up what the text says about main classifications and types of advertising.
Task for individual work:

Choose any product or service and define the type of its advertising and the target audience.

UNIT IV. ADVERTISING AND MARKETING
Pre-text task: - Study the following example: “To sell a bottle of Coca-Cola to a large audience of football

fans watching the Super Bowl on TV you need:

- using personal sales call - $220 x 100 million people = $22 billion

- buying a 30-second television commercial - $650,000

Using this example can you say what role advertising plays in promotion of a product on a

market.
Text “Advertising and marketing”

Vocabulary:

Study the following words and word combinations and their meanings:

Find the meanings of the following words and word combinations in the dictionary:

1) to find out; 2) to interpret; 3) to remind; 4) to depend on; 5) to afford; 6) to appeal.
The term “marketing” refers to all business activities aimed at: 1) finding out who the customers are and what they want; 2) interpreting this information for management to improve old products or develop new ones; 3) developing marketing strategies. So, marketing is the process companies use to satisfy their customers’ needs and make a profit.

Advertising is concerned with the third step. It is the tool marketers use to inform, persuade, and remind customers about their products or services. To be effective, advertising depends on other marketing activities.

A market is a group of people who share a common need for a product or service and who can afford it. There are several classifications of markets: consumer, industrial, government, international and others. To analyze the market companies use market research and market segmentation. From these segments, or groups of customers with common characteristics, companies then select a target market. After identifying target markets, or groups of prospective customers, companies develop marketing strategies to appeal to them. The marketing strategy is determined by the way companies use and mix four elements, known as four P’s: product, price, place, and promotion.

Advertising is a part of the promotional process along with personal selling, sales promotion, and public relations. To lower the cost of sales advertising uses the media to communicate the sales message to a large group of people known as the target audience. Through advertising, the cost of reaching a thousand people in the target audience is usually much less then through the personal selling. Thus, in terms of marketing function, the effect of advertising is to lower the cost of sales.
Exercises

I. Answer the questions to the text:

1. What is marketing?

2. What kind of marketing activities is advertising concerned with?

3. What do the marketers use advertising for?

4. What is a market?

5. What classifications of markets are there?

6. What do companies use to analyze the market?

7. What are market segments?

8. What is a target market?

9. Why do companies develop marketing strategies?

10. What is four P’s?

11. What is target audience?

12. What is the effect of advertising in terms of marketing function?
II. Find the English equivalents in the text:

1) относится ко всем видам деловой деятельности; 2) чтобы удовлетворить нужды своих клиентов;

3) получить прибыль; 4) другие виды маркетинговой деятельности; 5) разделяют общую потребность;

6) могут позволить себе; 7) общие характеристики; 8) определение целевых рынков; 9) чтобы

обратиться к ним; 10) в отношении маркетинговой функции.

III. Fill in the blanks with the words and word combinations given below:

1. Business activities are … finding out who the customers are and what they want. 2. Marketing is the process

companies use … their customers’ needs and make a profit. 3. Advertising … with developing marketing

strategies. 4. Advertising is … marketers use to inform, persuade, and remind customers about their products or

services. 5. A market is a group of people who … a common need for a product or service. 6. Market research

and market … help analyze the market companies. 7. Market segments are groups of customers with … .

8. Groups of prospective customers are called … . 9. Companies develop … to appeal to target markets.

10. … is a large group of people to whom a sales message is communicated.
(target audience; is concerned; common characteristics; marketing strategies; share; target markets;

segmentation; the tool; to satisfy; aimed at)
IV. The following chart represents the marketing strategy for the company’s latest product.

Before studying the chart practice the vocabulary:

A. Translate into Russian:

- marketing plan

- marketing department

- test marketing

- market research

- media-advertising

- non-media advertising
B. Translate into English:

- производство

- упаковка

- сбыт

- продвижение товара

- оптовый продавец

- розничный продавец

- маркетинговая политика

- пункт продаж





Use the information on the chart to complete these sentences:

1. Before the … launch, research and … marketing are carried out.

2. The marketing department is also responsible for … policy.

3. The advertising … is responsible for the … campaign.

4. There are two main types of advertising: above-the-line, or … advertising and … or non-media advertising.

5. Media advertising includes … and … .

6. The … department is responsible for sending the sales … to contact … .

7. End-users is another term for … .

8. Wholesalers sell to …, who sell direct to the public.