UNIT I

Assignment I: Read and discuss the text

Key words:

marketing strategy, promotion mix, sales promotion,

create awareness, trial and adoption, buyers queries,
mass media.
THE PROMOTION MIX

Promotion is one of the four key components of any marketing

strategy, the other being advertising, personal selling, sales promotion
and public relations. Promotion seeks to move prospective buyers
through this process by informing, reminding and persuading the
customers about an organisation and its products.
It is important to keep in mind that the elements in the promotion
mix must be coordinated and linked together in such a way that they will
complement and reinforce each others impact on a potential customer.
Each of the elements can play a particular role in achieving the promotion
objectives. Advertising, for example, may be the best way to create
awareness of a new product while sales promotion such as free samples
may be effective in encouraging trial of the product. Answering
prospective buyers queries, however, requires personal selling. The
relative importance of the promotion mix elements can vary over time
and certain forms of advertising or sales promotion may come in and out
of vogue.
Advertising is one of the four basic methods of promotion, the
other being personal selling, sales promotion and publicity and public
relations.
TYPES OF ADVERTISING BY PURPOSE

Advertising can be categorised according to its purpose and its

message as selective, institutional, primary-demand, and advocacy
advertising.
SELECTIVE ADVERTISING

Selective, also called brand, advertising promotes specific brands of

products and services. This is the most widely used form of advertising
accounting for the major portion of advertising budgets.

Immediate-Response Advertising.
Selective advertising for the purpose of persuading customers to
make purchases within a short time is called immediate-response
advertising. Most local advertising is for this purpose.
Reminder Advertising. Selective advertising aimed at keeping a
firm's name before the public is called reminder advertising.
Comparative Advertising. Selective advertising that compares
specific characteristics of two or more identified brands is called
comparative advertising.
INSTITUTIONAL ADVERTISING

Institutional advertising is designed to enhance a firm's image or

reputation, to build goodwill rather than sell merchandise. For example,
General Electric uses the phrase "We bring good things to life" in all its
institutional advertising in an effort to enhance GE's public image.
PRIMARY-DEMAND ADVERTISING

Primary-demand advertising is designed to increase consumer

demand for all brands of a good or service. Trade and industry groups
such as the American Dairy Association or the Beef Growers Association
use primary-demand advertising to build consumer demand for milk and
meat, respectively, without mentioning any brand names or company
names.
ADVOCACY ADVERTISING

Advocacy advertising attempts to influence individuals or

organizations' attitudes and opinions. Companies and trade associations
such as the National Education Association often use advocacy
advertising to encourage public support for, or public opposition to,
specific legislation.
TYPES OF ADVERTISING BY MESSAGE

The message underlying product advertising often depends on that

particular products life cycle stage. The message can be described as
informative, persuasive, or reminder.
INFORMATIVE ADVERTISING

The goal of informative advertising, used primarily in the

introductory stage of a products life cycle, is to make potential
customers aware of both the new product and the company. Informative
advertising can help establish a primary demand for a product.
2

PERSUASIVE ADVERTISING

During the growth stage of a products life cycle, when the product is
already established, persuasive advertising is used to influence consumers
to buy the companys product as opposed to competitors products.
During the maturity stage of a product's life cycle, persuasive advertising
can help maintain the level of sales.
REMINDER ADVERTISING

Reminder advertising reinforces brand loyalty and keeps the

products name before the consumer during the later part of the maturity
stage and all of the decline stage of the life cycle.
ADVERTISING MEDIA

Advertising is the specific communication vehicle used to carry the

firms message to potential consumers.
Any paid form of non personal communication through the mass
media about a product by an identified sponsor is advertising. The mass
media used include magazines, billboards and newspapers. Advertising
differs from news and publicity in that an identified sponsor pays for
placing the message in the media. Advertising is used when sponsors
want to communicate with a number of people who cannot be reached
economically and effectively through personal means.
Assignment 2. File the key words and phrases to create your own
semantic field in advertising.
Assignment 3. Interpret the following: communicate a paid message,
wide general audience, an indefinite sponsor, selective
advertising, immediate response
advertising,
reminder advertising, comperative
advertising,
institutional
advertising,
primary
demand
advertising, advocacy
advertising, reminder
advertising, communication vehicle.
Assignment 4. Render the following in English
,
, .
, , ;
,
, ,
.


1841 . 25
.

, -,
1856 .
. 1869

,
5.000 .

,
, . 1875

( 12, 5 , 15 )
, . ,
, ,
, .

.
to be continued
UNIT
Assignment I. Read the text and summarize it in your own words.
Key words:

Promote novelties, fringe products, processed foods,

brandnaming of products, retail outlets, weather
economic depressions and slumps, conglomerate
enterprises, door-to-door sellers, advertise, or bust.
The development of advertising

During the early stages of the Industrial Revolution, advertising

was a relatively straightforward means of announcement and
communication and was used mainly to promote novelties and fringe
products. But when factory production got into full swing and new
products, e.g. processed foods came onto the market, national advertising
campaigns and brand-naming of products became necessary. Before
large-scale factory production, the typical manufacturing unit had been
small and adaptable and the task of distributing and selling goods had
largely been undertaken by wholesalers. The small non-specialised
4

factory which did not rely on massive investment in machinery had been
flexible enough to adapt its production according to changes in public
demand.
But the economic depression which lasted from 1873 to 1894
marked a turning point between the old method of industrial organisation
and distribution and the new. From the beginning of the nineteenth
century until the 1870s, production had steadily expanded and there had
been a corresponding growth in retail outlets. But the depression brought
on a crisis of over-production and under-consumption manufactured
goods piled up unsold and profits fell. Towards the end of the century
many of the small industrial firms realised that they would be in a better
position to weather economic depressions and slumps if they combined
with other small businesses and widened the range of goods they
produced so that all their eggs were not in one basket. They also realised
that they would have to take steps to ensure that once their goods had
been produced there was a market for them. This period ushered in the
first phase of what economists now call monopoly capitalism, which
roughly speaking, refers to the control of the market by a small number of
giant, conglomerate enterprises. Whereas previously competitive trading
had been conducted by small rival firms, after the depression the larger
manufacturing units and combines relied more and more on mass
advertising to promote their new range of products.
A good example of the changes that occurred in manufacture and
distribution at the turn of the century can be found in the soap trade. From
about the 1850s the market had been flooded with anonymous bars of
soap, produced by hundreds of small manufacturers and distributed by
wholesalers and door-to-door sellers. Competition grew steadily
throughout the latter half of the century and eventually the leading
companies embarked on more aggressive selling methods in order to take
custom away from their rivals. For instance, the future Lord
Leverhulme decided to brand his soap by selling it distinctive packages
in order to facilitate recognition and encourage customer loyalty.
Lord Leverhulme was one of the first industrialists to realise that
advertisement should contain logical and considered arguments as well
as eye-catching and witty slogans. Many advertisers followed his lead
and started to include reason-why copy in their ads.
As the writer E.S. Turner rightly points out, the advertising of this
period had reached the stage of persuasion as distinct from proclamation
or iteration. Indeed advertise, or bust seemed to be the rule of the day as
bigger and more expensive campaigns were mounted and smaller firms
who did not, or could not, advertise, were squeezed or bought out by the
larger companies.

Assignment 2:

Fill the key words and phrases to create your own

semantic field in advertising.

Assignment 3:

Now complete these statements by choosing the

answer which you think fits best.

1. An example of a product which might well have been advertised

during
the early stages of the Industrial Revolution is
a
a cooking utensil
b
a new child's toy
c
tinned fruit
d
household soap
2. From the beginning of the nineteenth century there had been a
corresponding growth of
a
wholesalers
b
public demand
c
retail outlets
d
processed goods
3. Many advertisers followed his lead and started to include.
a
witty slogans
b
reason why copy
c
proclamation
d
distinctive packages
Assignment 4: Render the following in English

, , ,

.

, ,
. ,
. 1877

.
.
1882 . ,
6

 ( )
,
: 99 44
. ,
, 1888
: .
,
.


. 1885 4
100.000 . 20 20
.
to be continued

UNIT III
Assignment 1. Read, comprehend and summarize in English.
Key words:

Advertisement(s), advertiser(s), be (un)affected

by advertisement(s), seep into ones subconscious
mind, sense of comfort; make strong appeals to one's
emotions; nervous disorder; glowing visions of
oneself; human ingenuity.
ADVERTISING

No one can seriously pretend to remain unaffected by advertisements. It is impossible to turn a blind eye to the solicitous overtures to
buy this or that article that fill our streets, newspapers and magazines.
Even in the sanctity of our living-rooms, advertisers are waiting to
pounce on their helpless victims as they tune in to their favourite radio or
television programs. In time, no matter how hard we resist, clever little
tunes and catch-phrases seep into our subconscious minds and stay there.
Though they seem so varied, all these advertisements have one thing in
common; they make strong appeals to our emotions.
Fear is the biggest weapon of all. The consumer is literally scared
into spending his money when he is reminded that he may die tomorrow
and leave his family unprovided for; his house may be burnt down while
he is away on holiday; that mysterious pain he has in the stomach (which
he innocently took to be indigestion) is really the first symptom of a
7

serious nervous disorder: The bait dangled before his nose is security, and
he is gripped with fear when he compares his miserable lot with that of
the smiling healthy-looking man in the advertisement who was provident
enough to do all the right things at the right time.
But we are not always dealt with so roughly. Sometimes, it is not
our fears that are invoked, but our sense of comfort. Human ingenuity has
devised countless machines that take the drudgery out of housework. All
you need do is press a button... Why should you freeze, every winter? It's
time you had this inexpensive heating system installed. Immediately you
conjure up glowing visions of yourself, drifting around the house in shirtsleeves when it's 20 below outside.
The softest spot of all is our vanity. No man wants to be bald before
he is thirty; no woman wants to lose her schoolgirl complexion. We are
flattered and coaxed until we almost believe that we have the makings of
potential film stars, providing of course, that we use... Sometimes the
methods employed are even more subtle. They persuade us that we are
superior to other people and it is time we realised it. The funny man in
the poster establishes immediate contact with us by making us feel that
we belong to the select few who have a sense of humour. Austere black
type and profoundly serious statements confirm, what we knew all along:
that we are highly intelligent.
No amount of logical argument can convince so much as this
assault on our emotions. When a crunchy, honey-filled chocolate bar
stares up at you from a glossy page, what else can you do but rush out
and buy one? (From "Sixty Steps to Precis" by L.G.Alexander).
Assignment 2. File the key words and phrases to create your own
semantic field in advertising.
1. Interpret the following: remain (un) affected by advertisements;
turn a blind eye to; in the sanctity of smth.; pounce on one's helpless
victims; seep into ones subcouscous minds; dangle a bait; conjure up
glowing visions of; the softest spot of sb.; be flattered and coaxed; have
the makings of (a great man); assault on ones emotions.
2. Use a dictionary to translate the following word combinations.
Think of some situations in advertizing practice in the appreciation of
which you can make use of the suggested phrases;
1) solicitous for one s future; ~ about one's health; ~to gain esteem; ~
of smb's favour; ~ overtures;

2) profound learning; ~ changes; ~ intelligence; ~ minds of this

generation; it contains ~ meaning; ~ sympathy (contempt); respect
for sb; listen to sb. with ~ interest; ignorance (indifference) ;
3) provident consumer; be ~ of money; the ~ and subtle statesman;
4) glossy hair (silk; book cover); ~ deceit;
5) glowing eyes; ~ admiration; give a ~ account of smth; paint in ~
colours.
3. Scan the text to find psychological stimuli used by advertisers in
order to arrest consumers attention.
Assignment 3. Render the following in English
70-

.
, , , .
,
.

- 1981 .
,
, .
(, , )
. 1986
3,26
.


.
. ,
,
,
.
,

.
,
. 40- . .
1904 16.000 .
9

 ,
. , ,
. , ,
,
. .
, ,

.
, ,
.
, -
. ,
.
, ,
:
, .
, ,
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.
, ,
,
.
UNIT IV
Assignment 1. Bead the text and speak on stepping stones to
ADVERTISEMENT.
Key words:

advertising media, advertisement, advertising

profession, advertising practitioner, wily arts of the
advertiser, turn down modified advertisements,
subliminal advertising.
ADVERTISING AND SOCIETY

As long ago as 1924 an international Advertising Convention held

at Wembley in England adopted a code of ethics exhorting advertising
practitioners "to seek the truth and to live it", and to tell the Advertising
story simply and without exaggeration and to avoid even a tendency to
mislead". But admirable though these sentiments are, it is almost
impossible for those involved to fulfil them. They earn their incomes by
10

selling particular goods, and one can hardly expect them to say they think
somebody elses goods are better.
The attitude of advertising media to fraudulent claims has differed as
much as that of the advertising profession itself. The British journal
Athenaeum declared in 1830: "It is the duty f an independent journal to
protect as far as possible the credulous confiding, and unwary from the
wily arts of the advertiser. But advertisers could say what they liked in
the New York Herald in those early days, and to criticism of this policy,
which made his paper the leading advertising medium in America, the
editor reported: "Business is business, money is money... we permit no
blockhead to interfere with our business.
It is, of course, perfectly consistent with this attitude that some
media owners have been quite prepared to ban advertisements that might
offend important clients. In 1938 national newspapers in Britain, at that
time carrying "Drink More Milk" advertisements refused to accept a
British Medical Association advertisement that asked "Is all Milk Safe to
Drink?" and advocated testing for tuberculosis germs. The London Daily
Express even turned down the modified advertisement counseling "Drink
Safe Milk". More recently a British company owning hoardings for
posters refused to exhibit a Ministry of Health poster warning that
cigarette smoking may lead to cancer, partly because the tobacco firms
are one of its major sources of revenue.
Poster advertisements have long been a target of critics on other
grounds. Their siting has sometimes made them one of civilizations
major eyesores. They have also been a hazard to road safety by
distracting motorists from the road ahead.
Strong objections have been made to subliminal advertising,
which depends on the fact that both aural and visual impressions can be
made on the mind without the person concerned being aware of them.
The first operational experiment in subliminal advertising was in a movie
theatre in Hew Jersey, USA, in 1957. The words "Coca-Cola" and "Eat
Popcorn" were flashed on to the screen so rapidly that the audience was
not conscious of them, but according to the company that made the
experiment, sales of Coca-Cola went up by a sixth and. sales of popcorn
by a half (from "The Double-day Pictorial Library of Communication and
Language").
Assignment 2. File the key words and phrases to create your own
semantic field in advertising.
1. Interpret the following: a code of ethics (to adopt); advertising
practitioner (to be trained as); advertising media (to resort to); advertising
11

profession (to be prepared for); wily arts of the advertiser (to protect
from); modified advertisement (to turn down); poster advertisements (to
exhibit); civilizations eyesores (to make); hoardings for posters (to own).
2. Use a dictionary to translate the following word combinations.
Think of some situations in advertising practice in the appreciation of
which you can make use of the suggested phrases:
1) subliminal perception; ~ techniques in advertising; ~ self;
2) mislead somebody into thinking; ~ as to ones intentions;
3) be conscious of ones guilt; ~ of ones folly; ~ of ones innocence; ~ of
discomfort; with conscious superiority; ~ be a conscious being;
4) modify ones demands; ~ ones tone; ~ the sentence;
5) counsel smth.; ~ instant action(s); ~ sb to leave at once; sb against
smth; give good ~;
6) fraudulent gains; ~ bankruptcy; there is smth. ~ about it.
3. A good advertisement is made to win confidence of all types of
consumers. What consumers could you define as
credulous
confiding
carefu1
cautious
Assignment 3.

and unwary
and doubting

Render the following in English

, ,
- , , .

.
, ,
,
,
, ,
, .


- -
.
, ,
. 1914

- , 8-
12

 .

. ,
. :
, ,
, .
, - ,
. ,
,
. ,
... .
, , ... .
- .
, , ,
. ,
, . ,
, - .
,
.
, .
' (2 1915 .
),
. ,
.
to be continued
UNIT V
Assignment 1. Read the text. See if you can find enough evidence to
prove that advertising techniques help to promote
goods.
Key words: Advertizing techniques, successful selling, (under)
competitive conditions, fulfill the twin function, launch a special sales
message, be conducive to ones successful reception, owing to extensive
repeated advertising, be presold before setting foot in a shop, fight ones
competitors by excessive propaganda, prestige advertising, the
marketing of goods.
Successful selling under competitive conditions is unthinkable
without advertising which fulfills the twin function of information and
persuasion.
13

Before launching a special sales message advertising is responsible

for creating an atmosphere conducive to its successful reception either by
implanting a new habit (the use of detergents instead of soap) or
disseminating a new idea (for instance that electricity used for cooking is
cleaner than gas).
As is known, the total expenditure on advertising is high, because
of promoting branded goods. This is almost inevitable. Unless goods
were branded the buyer would have no guide to enable him to recognize
in the shops the goods mentioned in an advertisement. Owing to
extensive repeated advertising the consumer knows all about the goods in
advance, or using advertising jargon, he has been 'presold' before he has
set foot in a shop.
Speaking of advertising we should, not overlook the fact that in
some relatively few cases it can be misleading and sometimes wasteful or
misdirected. Some firms, for example, which have a full order-book for
several years ahead advertise to maintain their good will, this 'prestige'
advertising is of very doubtful benefit to the consumer. In other instances
firms spend colossal sums on advertising to keep up the price of their
products, or else to fight their competitors by excessive propaganda.
But apart from it, advertising plays today an important part
in the marketing of goods.
Assignment 2. File the key words and phrases to create your own
semantic field in advertising.
1. Interpret the following: fulfill the twin function (advertising ), sales
message (launch), (be) conducive to successful reception, implant a new
habit, disseminate a new idea, 'branded goods' (promote), be of doubtful
benefit (to the consumer), have a full order-book, 'prestige' advertising,
fight competitors by excessive propaganda, (the) marketing of goods.
2. Use a dictionary to translate the following word combinations.
Think of some situations in advertising practice in the appreciation of
which you can make use of the suggested phrases:
1) mislead smb. as to one's intentions; ~ smb. into thinking (believing) that;
~ -ing answer;
2) misdirect one's energies (abilities);
3) launch a new enterprise, ~ a young man into business, ~ into an
argument;
4) brand goods; (be) ~ (ed) on one's mind; "- smb. as a liar;
5) sell goods; ~ for a song; ~ at best/ at the market; ~ on credit (for cash); ~
dear/ cheap; ~ at a loss; ~ forward; ~ for forward (for future) delivery; ~

14

space; ~ well (easily, readily); ~ badly/ hard, heavily; ~ for (at) ,..; goods
made to ~ ; be sold over a bargain; sold again;
6) waste efforts; ~ words (time, money); ~ an opportunity; ~ ful
expenditure; ~ of time (words).
3. Read the text again. See if you can explain how a consumer can be
presold before he actually sets foot in a shop.
Assignment 3. Add the necessary prepositions or adverbs. Summarize
in your own words.
Advertising or Brainwashing?
"Thirty million American women cant be wrong "" you certainly
are somebody when you step ... a Supermobile -"." Everybody loves
Puff's cigarettes -" "you deserve a good holiday - fly now and pay later".
"Top people take The Times".
These are the voices ... advertising. They are whispering or shouting ...
our ears off and on all day - ... advertisements... the newspapers, ... buses
and ... buildings, ... the radio and television, ... shop windows. An
American writer, Vance Packard, has written a book all ... this; The
Hidden Persuaders. It lets us... many secrets ... advertising, one ... the
biggest Industries ... the world today. It is easy enough to produce articles
like cars, breakfast foods or washing machines ... hundreds ... thousands;
the difficult thing is to sell them. That is where persuasion comes...
People who buy things - all ... us - are called consumers. Modern
advertisers often employ psychologists, people who study the human
mind. Their job is to find ... how to make us bigger and better consumers.
They must put 'needs' ... our minds, or rather our feelings. The less we
think the better. To need a car ... order to travel ... speed, comfort and
safety is not enough. Most cars do that very well. Many people need a car
... other reasons also. They need a car as a sign ... success, real or
imagined, or as an expression ... power, or good taste. A car becomes
almost like a suit... clothes, nearly part ... the owner himself, what a
chance ... the advertiser! ... carefully chosen words he shows the future
owner and his wife ... how many ways they need the particular car. Size,
power, speed, comfort, colour, design: all are important.
"And as you drive smoothly and grandly ... the High Street notice how
all your friends turn round. Admire the reflection... Supermobile... the
shop windows -".
Look ... ? Mind that child! Beeeekl (Erom "A Modern Reader for
Students of English" by Alan and Bridget Sims).

15

Assignment 4.

Summarize in English using the vocabulary discussed in the previous units.

PROGRESS

TEST

At the present stage your active vocabulary in the field of

advertising should include about 120 lexical items. Do the following
assignments to test your knowledge.
PART ONE
Assignment I. Fill in the appropriate words or phrases. The desired
number of answers is given in brackets. Do the assignment in 10 minutes.
1)

Advertising
media

is called
should not

(to do)
(do)

2)

Every advertiser

should
try
ought not

(to do)
(to do)

Every consumer

should

(to do)

Every consumer

should be

once he
has set his
foot in a shop

3)

Assignment 2. Make up dialogues relying on your active vocabulary.

A ..
C What else can you do but rush
out and buy one.
C ..
C It is not our fears that are
evoked, but our sense of comfort.
C ..
C Advertisers are waiting to
pounce on us, their helpless victims.
A. The softest spot of all of is our vanity.
A ..
16

Assignment 3. Supply the missing part of the dialogues.

A ..
C. You earn your incomes by selling particular goods.
C ..
A. But admirable though such sentiments are, it is almost
impossible for us to fulfill them.
C. Do you refuse to accept a British Medical Association
advertisement that asked Is all Milk Safe to Drink?
C. ..
A. Business is business, money is money... we permit no blockhead
to interfere with our business.
A ..
Assignment 4. Make up a situation.
Situation I.
Instructions: You want to sell a refrigerator. You are talking to a
potential consumer. What would you have to say to win the consumer?
Use the suggested stimulus words! to be (un)affected by advertisement;
human ingenuity; to dangle a bait; to be flattered and coaxed; solicitous
for ones health; provident consumer.
Situation 2.
Instructions: Mr. Brown is getting prepared to work as an
advertiser. You are instructing him. Treat the suggested statements as
topical sentences of your instructions.
1. Successful selling under competitive conditions is unthinkable
without advertising.
2. Before launching a special sales message advertising is responsible
for creating an atmosphere conducive to its successful reception.
3. Owing to extensive repeated advertising the consumer knows
all about the goods in advance.
Situation 3.
Instructions: Your are a prospering advertiser. You know your
trade well, especially well you are at creating an atmosphere conducive to
a successful sell.. What do you have to say to promote branded goods?
See how effectively you can use the suggested reminders. The reminders:
to seep into one a subconscious mind; glowing visions of oneself; to have
the makings of a great man; solicitous to gain esteem; to
be provident of money, to paint in glowing colours.

17

Situation 4.
You are a consumer. What kind of consumer you think you are?
Would you buy the advertised goods? Substantiate your
answer. Try to make it witty.
Situation 5.
Instruction: You are an experienced advertiser. What advertising
techniques would you use to advertise such goods? Give a detailed,
businesslike, wellgrounded answer.
What kind of advice would you like to get from your smart colleagues?
UNIT VI
Assignment 1.

Read the text. Summarize it in English. Use the

suggested, phrases.

- kaleidoscopic(al) change of moods

- guarded attitude

- dirty trick

- condensing irony

- the ABC
( - pressing, -importunate, ' over-free, - vulgar, commonplace, ' - obtrusive
insolent) advertisement

- stereotype( d) symbol
- gratuitous servant of trade
?
, "",
; / ?/
/ !/. ,
, .
. : ", ,
', , '..."
, , , , - !
. -
"", ""
...
, :

18

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- . :
".
,
. ; "
,
,
".
-
,
? ,
. , , , /
/. ,
, - ,
. , , . , "" , -
. - -
. ,
, .

.
Assignment 2. Render the following in English
,
,
.
,
,
.
,
, , .

, ,
.

.
, ,
.
, (
) ,
: 10

19

. .
. 1.000 .
:
, 30-
, .
,
,
:
.
, ,
,
, , ,
,
, ,
.
, 1955 , ,
.
to be continued
UNIT VII
Assignment 1.

Read the text and interpret it in English. See for

reference the Glossary of Advertisement Terms.

, ,
.
, , ,
, .
,
.

,
.
,
.
,
.
-
.
.
, , ,
,
20


. ,
,
. ,
.

.
, ,
: 1) ; 2) - ; 3)
- ; 4)
- , ,
,
, .

, '
.
Assignment 2.

Speak on the importance of marketing in sales

promotion. Consult the Glossary.
Glossary

across the board (-

,
);
advertise - , ;
advertisement - , ,
advertiser - ( ); consumer ~
- (,
,
; industrial ~ -
(, ,
,

); institutional ~ - ,
; local ~ (,

);
national
(,
);
advertising - l) , ;
2) ;
3) ;

21

appeal - ;
agency - ;
appropriation - ;
registers - ;
agency commission - ( ,

); ~ fee - ( ,
, ); ~ package -
;
announcement - ( ,
1), ;
art, artwork - , ;
audience - ; ~ breakdown - ;
back lighting
- :
, ;
background - : , ;
basic price - (advertised price);
billboard - : ,
;
blanket contract - , ;
boards - ; ;
body copy - ;
box-top offers (

" ");
brand - (, );
bulk discount - );
buried advertisement - "" (,

, );
buyer - , ;
buying habits - , ;
ar card - (),
;
commercial
- , ; ~
film, ~ TV - ; ~, integrated
- ,
;
comprehensive, "comp" - ,
, ;
computer letter - ;
cooperative advertising - (
);
22

counter card - ,
, ;
dealer imprint - (,
,
, , );
dealer tie-in - ;
direct advertising - ;
direct mail advertising, DM - ;
direct mail shot
-
;
direct response - ;
display - , ; ~ window; interior ~;
counter ~ , i
;
dummy - ( - ,
, );
eletri sign edvertetsing - ;
envelope stutter - ,
;
export advertising - ;
feedback - ';
fifteen and two - ' ( ,

);
flat rate - ;
flow-chart - - ;
free-gift advertising - (
) , ;
give away - ;
half showing
- -
;
image - , ;
impact - ;
introductory campaign - '
;
jingle - ;
junior panel - ;
label - , ;
mail order - ;
miling list - ;
marketing
- ; ~ mix " " (
, ,
); ~ plan -
23

 (, ,

; ~ research - ;
media coverage
- ,
; ~ mi -
; ~ vehicle "", "" (
);
merchandising - (- ,
,
;
; ~ media - ;
motivation research (R) - ;
network - ; affiliate - ;
novelty advertising
-
;
outdoor advertising - ;
outdoor sign - ;
parade poster
- ,
;
penetration
-
;
point-of urchase (point-of-sale advertising POP/ FOS)
;
postcard advertising
- , a
;
poster - ( ); pillar ;
promotion, sales promotion - / ;
racks - ;
;
radio announcement - ;
show - , ; industry ~ ;
sponsor - , ;
TV advertising - ;
tie-in - ,
;
trade advertisement - ,
;
trade fair - , ;
trade mark - ;
travelling display - ;
vacational advertising - , ;
24

window streamers - .
Assignment 3.

Describe the four constituent parts of

advertising which are essential for the process
of communication.

Assignment 4.

Study the Glossary of Advertisement Terms.

And arrange them in thematic clusters (for
instance, 'Advertising', 'Marketing',
'Merchandising').

Assignment 5.

Relying on the Glossary:

a) describe different modes of advertising;

b) assume that you are an ad man; what type of advertising would you
resort to in order to promote consumer (industrial) goods?
Assignment 6. Render the following in English

, 1911
().

, .
400 ,

,
.

-.
1948 , ,
.

.
, ,
.
,

. ,
, , .
, .
- 22

25

1951 .
.
- , 1958
, .
100

.
19 ,
,
. , ,
-,
. .
50 .
to be continued
UNIT VIII
ADVERTISING IN PRESS (GREAT BRITAIN AND THE U.S.A.)
NEWSPAPERS
Assignment 1. Read and translate the text. Speak on the importance
of various newspapers in advertising.



,
""
.
,
, .

.
() , ,


.
, ,
,

. ,
.
, , ,
.

26

 ,
- ,
,
.

, -
() ,
-

.

, ,
.

.

. ,

, .

.

,
.
"" (51/2 ) . 14
.
-

- , .

- , , ,
" ", " ", " ".

, .
.
Assignment 2.
Assignment 3.

Consider advertisement announcements in various

newspapers. See if you can spot any peculiarities of
the copies.
Study the terminology characteristic of press
advertising. In order to expand your own semantic

27

field in advertising arrange the terms in thematic

clusters.
Glossary
agate line - , "" (
,
1/14 ( 1,8 )
;
black and white pages B & W - - (
,
; ) ;
body type - ( ,

,
; reading type, text type;
border - , (
);
box - "" ( , );
caption ;
checking copy - (,

);
city zone circulation - ;
classification -
,
(c.: breakdown);
classified advertisement, classified ad. ~ ,
,
, ,
;
classified advertising - ( ,
;
: want ads;
display advertising);
classified advertising, display - -
( , , ,

);
coined word - " " -
, ;
"", ""
"";
28

column inch - ( ,

) 14 ;
combination rate - (
); ,

; forced ~ ;
continuity in advertising - ,
( ,
);
copy - ,
, ; ~ chief -
; ~ fitting
(casting) - ,
,
.
; ~ plan -

; ~ policy, ~ outline, ~
platforms testing - ;
copyright - ; ~ writer - ;
ut -
, ;
ut- in head (heading) - ; , ;
cut-out - , ( );
deadline - (,
, );
display advertising - (
,
, , );
ears, ears of newspaper, ear pieces -

(title corners);
feature - ;
fixed location
-
;
foreign advertising - 1)
;
2) ;
format
- , , ,
;

29

fractional page space - (

);
full run - ,
;
gutter position - ;
hand composition - ; lettering ;
head, heading, display caption
- , ,
; general covering - "",
""; live heading - -; side heading - ;
hold
- "",
;
hooker -
;
horizontal half page -
;
imprint
- ,
;
junior unit - 710 , (,
,
);
layout - , (
,

; thumbwail ~ - ; rough ~
- ; illustrated ~ - ;
legend - ;
lineage -
"";
line - , ;
line art - ; ~ cut (plate, engraving) -
; ~ - drawing - (
,
);
make good - 1) , (
,
); 2) ,

;
makeup (make-up), make up of a page - (
); ~ proof - ; maker-up ; ;
makeup restrictions - , ;

30

master (original) - ,
,
- ;
maximal rate - ""
1 .
., ;
milline rate - "" - ,


;
minimil - ""
1 . .
;
national rate -
;
newspaper advertising - ;
newspaper representative (rep.) for advertising -
;
overrun - (
10 %
);
partial run
,
;
press advertising - ;
press relations -
;
pressrun (press run), run. -
, ;
production - ;
pub set - ;
pyramid make up
- (

, ,
, );
rate base - ,
;
rate differential - (

);
reading notices
- ,
;

31

rebate - (, ,
,

, '
;
recall test - (

,
);
rider - ;
rotation - (
, );
rough (rough drawing) - (
,
);
run-of paper (run of paper position), P.O.P., ROP; run of book,
ROB - ,
;
running text - , ,
( ) ;
sales area test -
,
;
short rate - (.) ( ,
,
;
,
, );
side head -
( ); ;
space, advertising space -
( ,
..);
space buyer - ( ,
);
space discount - ,
;
space shedule
- -
, , ,
;
tag - ;
teaser - ( ,
,
32

 ,
;
);
theme
- , ,
;
top right (left) position
-
()
;
trade paper - ;
transient rate -
;
wait order -

;
want ads (small, classified ads) - i
.
Assignment 4. Relying on the glossary give your expert view on the
quality and effectiveness of the given newspaper
announcements or advertisements.
Assignment 5. Render the following in English

.
. ,
, . 1986
27 , 22,6
, , 17,1,
6,9 5,5 . 1980
23
, 1987 48,3 .

, , .
, . , ,
:

.
? ,
. :
,
.
33

 ,
. ,
, ,
, , .

, ,
.
to be continued
1.

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34

An American MBA
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35

International
HERALD

TRIBUNE

REGISTRATION FORM
Please complete the registration form and fax or mail to the
Conference Department, International Herald Tribune, 63 Long-Acre,
London WC 2E 9JH. Tel.: (44 1) 379 4302. Tlx: 262009 or Fax: (44 I)
240 2254. The conference will be held at the Sovinentr in Moscow. A
limited block of hotel accommodation has been reserved at the adjoining
Hotel Mezhdunarodnaya. Full details concerning visa application, hotel
and travel arrangements and the special programs will be sent to
delegates on receipt of the registration form.
The fee for the conference is $ 595.00. This includes receptions,
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invoice. Check enclosed.
NAME:____________________________________________________
POSITION:_________________________________________________
COMPANY:________________________________________________
ADDRESS:_________________________________________________
COUNTRY: ________________________________________________
PHOHE:______________TELEX:_____________FAX:_____________

JTET
1989

Integrating Exhibition with Sales and

Import with Export
Conducting Various Forms of Import
and Export Business

The Business Talks On Foreign Trade, Economic and Technical

Cooperation, Jiangsu Province
- To be held from Feb 27 to Mar 8, 1989 in Nanjing, Jiangsu, China.
- We sincerely welcome friends in the economic and trade circles from
different countries and regions of the world, compatriots in Hong Kong,
Macao and Taiwan and overseas Chinese abroad to come for discussion
on import and export business and various forms of trade transactions.

36

- Negotiation place: Xi Hua Men Hotel, Nanjing, China . Exhibition site:

Jiangsu International Exhibition Hall.
- For information on the Business Talk, please contact:
The General Office of The Commission of Foreign Economic Relations
and Trade, Jiangsu Province.
Tel: 7I2I56, 712600 Tlx: 5W25 ETCNJ CH
Sponsors: Jiangsu Provincial Foreign Economic Relations and
Cradle Commission & Various Foreign Trade Corporations of Jiangsu
(The International Herald Tribune, 1989)

12 COUNTRIES. 518 EURO MPs.

9 DIFPERENT LANGUAGES.
YOU NEED A STRONG VOICE TO
MAKE YOURSELF HEARD
In the European Parliament many different opinions are
represented.
But it is the Conservatives who have been winning the arguments
and setting the pace.
Conservatives have taken the Initiative in getting rid of the food
mountains. Conservatives are pressing for the removal of trade barriers
by 1992. Conservatives have pushed for a safer environment with
unleaded petrol.
This means a better life for you and your family: better job
prospects, more choice in the shops, cheaper travel throughout Europe,
cleaner air. Achieving this has not been easy.
Conservatives in the European Parliament have safeguarded the
nations interests at every turn. They have negotiated with force, clarity
and foresight.
It is the Conservative voice in Europe that has made Britain strong
in Europe.
A STRONG TEAM FOR A TOUGH JOB
CONSERVATIVES IH THE
EUROPEAN PARLIAMENT
Issued by EDY-Conservatives in the European Parliament, 2 Queen
Annes Gate, London SWIH 9AA.

37

WISH TO PURCHASE ANY COMPANY

EARNING 100/300,000 PA
It you are considering selling we would like to hear from you. We
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38

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COMPUTER SYSTEMS
COMPANIES WANTED
Acquisition or majority equity stake sought
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Experienced industry individuals offer
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Please reply to Box H4500, Financial Times,
10 Cannon Street, London EC4P 4BY

WE ARE AN EXPANDING GROUP

of professionally managed companies interested in acquiring
manufacturing or engineering business in Southern England, The
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per annum. Although aggressive, we are a friendly organisation and
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If you have a business suitable for inclusion in our expansion
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10 Cannon Street, London EC4P 4BY
PLC SEEKS ACQUISITION
A progressive West Midlands based property investment and
development plc is seeking acquisitions. We are looking for companies
with property assets either an existing investment portfolio or properties
39

with development potential. The company need not be exclusively a

property company. The structure, of any purchase will be flexible and
tailored to suit the circumstances of the vendors outright purchases or
joint ventures will be of interest. Funds available 1m - 20m.
Write Box H4299, Financial Times, 10 Cannon Street,
London EC4P 4BY

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40

FACTMASTER HAS THREE MAIN

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41

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GREENPEACE
NON-VIOLENCE
In 17 years of campaigning. Greenpeace's greatest achievement has
been its refusal to resort to violence. Ever.
At least as important as opposing nuclear weapons, saving whales
or trying to stop ocean pollution, is the way it has been done. To
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THANK GOD SOMEONE'S MAKING WAVES
HOUSE BUYING
IS FULL OF UPS AND DOWNS
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If you're thinking of buying a new home, you could have two years of
knowing exactly what your mortgage repayments are going to be.
(Particularly useful as you are likely to have many other financial
commitments at the beginning of a new mortgage).
42

And at the end of the two years you simply revert to our standard
variable mortgage rate.
So, if you're looking for a new mortgage of 50,000 or more, call into
your local Halifax branch.
But youd better hurry because funds are limited and at this rate
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HALIFAX
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THE PERFECT WAY
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LET THEM
WATCH A VIDEO
These are just a few of Shell's educational films and videos that give
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As you can see, the subjects covered range far beyond "oil and
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on 16 mm film or U-Matic and VHS Video.

Acting in turn
For all our sakes
The Water Highway
The Farming Business
Cornwall; The land of legend
Oil - its Origin and Use

Oil in depth
Petrochemicals
A matter of attitude
Time for energy
Eye on the future
the Sea - our future

SHELL FILM LIBRARY

(The Guardian, 1989)
?
.
.
.
,

43

, . ,

, , .

( ,
) E-mail - igor@musicradio.kiev.ua

.
.

P.S. , - !

Assignment 5.

Assume that you are a dealer who is eager to

promote goods of his company. Which of the
above said would best suit your purpose.

Assignment 6. Render the following in English

- N
.
N,
. , .
- terra incognita.
,
.
( ,
).

, ,
: , ,
..
3 10
, ,
.
(,
) .

44

 , ,

.
, ,
.
! ,
, .
()
.
( )
, , ,
.

-. ,
. - ,
, ,
.
.
: ,
. !
.
.
!

:
N/S
: S , N
, .
, ,
.

.
UNIT IX
ADVERTISING IN PRESS
(Great Britain and the U.S.A.)
Magazines
Assignment 1

Read the text. Speak on

45

a) the advantages and disadvantages of

advertising in newspapers and magazines;
b) types of magazines in the USA used for
commercial advertising.
- -
, ,
. ,
, -
.
- ,
, .
,

. -
.
. -
.
.
,
- .
,
,
.
, ,
,
, ,
,
,
,
, .

, ,
,
.

:
1) .
140
"" (2 119 ).
,
. ,
46

 , ,
,
;
2) - , , ,
, ;
3) .
,
.

- .
" ",
, ,
.. "
"- "".

, '
. , ,
, ,
,
.


.
, -
,
. ,
,
'.
'
.

. ,

, - ,
, .
- ,
, .

, ,
.

,

47

 "".
, 15 %.


.

. ,

.


,
.
,

,
, , ,
, ..

( )
, ,
.
Assignment 2.

Study the Glossary. Speak on the form of

presenting magazine advertisements. Scan
magazines to supply illustrations.

Glossary
back cover, fourth cover - ;
circulation - ; controlled, ~
- ( / ,
,
; effective ~ - (
, ,
); franchise circulation -
( ,
); paid ~ -
( ,
,
); quaiified ~ - (.) (
// ,
,
);
48

request ~ - ;
class magazine - ,
,
;
closing date (hour) - (
,
);
company magazine - (,
,
, ); external/internal ~,
cover positions -

;
ut-out - "" ,
;
directory advertising -
;
double spread; double pag spread; double truck - (
,
);
dummy - ;
dutch doors - - "",
(

);
farm publication - ,
;
field served , ;
gatefold - ,
, ;
general magazine - ;
horizontal buy - (
)

;
horizontal publication - -
, ;
house organ - , (.
company magazine);
incremental discount - ( ),


);
49

insert - , (
,
);
job ticket - ( ,
;
;
,
);
magazine advertising - ; supplement -
;
second cover - (
);
shelter publication - ,
;
space, advertising space - ,
;
special edition - ,
;
split-run (split run) - (


;


;
test - ;
spread - 1) ( , , );
2)
;
square third -
;
staggered schedule - -
, ,
;
standby space - "" (

, ;
,
');
tearsheet (tear sheet) - ( ,
);
third cover - ;

50

tip-in - ,
;
vertical buy - -

;
vertical publication - ( ,
,
).
Assignment 3. Explain what is meant by a) 'vertical' and 'horizontal'
publication; b) 'job ticket'; c) 'split- run'.
Assignment 4. Draft a rough to be published in one of Ukrainian
publications. What magazine would you select to
publish your advertisement? Substantiate your
choice.
Assignment 5. Scan the list of abbreviation and give proper
instructions to a hypothetical editor.
Assignment 6.
LIST OF ABBREVIATIONS
AA
Advertising Association
a.a.
authors alteration
AA A.
American Academy of Advertising
AAF
American Advertising Federation
ABP
American Business Press, Inc.
a.c.
authors corrections
ad, ads
advertisement, advertisements
A & SP
advertising and sales promotion
AIA
Association of Industrial Advertisers
AMA
American Marketing Association
ANA
Association of National Advertisers
ANPA
American Newspaper Publishers Association

Agricultural Publishers Association

ARB
American Research Bureau
A-V
audio-visual
&W
black and white pages
BBB
Better Business Bureau
BCU
big close-up
DM British Direst Mail Advertising Association
b.f.
boldface type
51

BRAD

British Rate and Data

1) column
2) capital letter
CATV
Community Antenna Television System
EAAA
European Association of Advertising Agencies
ECU
extreme close-up
E.D
every' day; to be run every day
E.O.D.
every other day to be run every other day
E.O.W.T.P. every other week till forbid - (to be run) fax facilities
FTC
Federal Trade Commission
IAA
International Advertising Association
ins.
Insert, inserts
IOA
Institute of Outdoor Advertising
ISBA
Incorporated Society of British Advertiser
l.c.
lowercase letters
litho
lithography
MPA
Magazine Publishers Association
MR
Motivation RESEARCH
N
National Association of Broadcasters
NR, n.r.
next to reading matter
N
newspaper Publishers Association
NS
Newspaper Society
POP
point-of -purchase advertising
POS
point-of-sale advertising
PPA
Periodical Publishers Association
R&D
research and development
R.O.B.
run-of book
R...
run-of-paper
R..S
run-of-schedule time
S.C.
1) single column
2) smail caps
SIC
Standard Industrial Classification
SRDS
Standard Rate and Data Service, Inc.
TF
till forbid, run till forbid
TF
to fill
&
Television Bureau of Advertising
u.c.
uppercase
USF
unique selling point

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REFERENCES
1. Maggie of St John Advertising and the Promotion Industry. Prentice
Hall International English language teaching.
2. . -.: , 1977. 371.
3. N. Laponogova, T. Archipovich. English Plus, 1995.
4. S.V. Shevtsova. A Course of Modern English (Third Year).-M.:
. .,- 1977. - 255 .

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