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Task 3. Learn these terms for a quiz, and the definitions by heart.
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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.
Classifiedadvertisements 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.
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.Manufacturersadvertise to persuade people to buy their products. Large firms also use advertising to create a favourableimage 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.
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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 |
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