I. Mind the following words advertising, advertisement, publicity, public relations, ads, brand, promote, trademark.
1. Advertising means making a product or service known to the public. Advertising is uncountable. 2. Advertisements are sometimes misleading. 3. Publicity involves attracting the public’s attention but not necessary to sell anything specific. 4. Public relations (PR) has no direct involvement in selling. Its function is to build up a good image and reputation. 5. To avoid the problems of translation most advertising firms now beginning to write complexly new ads. 6. Sometimes companies hold a press conference if they want to promote a particular model or range.7. A brand is not necessarily the name of the manufacturer. The expression brand name identifies a group of products sold by the same firm. 8. The trademark is the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from others.
II. Complete the blanks.
1. Modern … developed with the rise of mass production. 2. Many … are designed to generate increased consumption of those products. 3. Money spent on … has increased in recent years. 4. As the economy expanded during the 19th century, … grew alongside. 5. The late 1980s and early 1990s saw … of cable television. 6. Marketing throught the Internet opened new frontiers for … .7. Businesses need … . 8. It is illegal for … to make untrue statement about their goods. 9. Everyone is influenced by … in a certain extent. 10. An alternative to … would be to lower … when sales fall.
III. Make nouns from the following verbs:
appear, evaluate, advertise, promote, perform, persuade, communicate, develop, produce, consume, inform, deliver, organize, grow, provide, add, choose, introduce, communicate, translate, mean, compete, situate, differ.
IV. Say whether these statements are true or false, and if they are false say why.
1. Advertising is a form of communication used to limit sell products and services. 2. Modern advertising developed with the rise of mass production. 3. Usually organizations spend very small sums of money on advertising. 4. Egyptians used unknown materials to make sales messages. 5. Proprietors of goods used radio to announce their products. 6. Advertisements started to appear in weekly newspapers only in the 20th century.
7. Advertisers quickly understood the value of women’s insight during the creative process. 8. In the early 1950s the first radio stations were established to offer programs in order to sell more radios to consumers. 9. The practice of advertising was carried over to television took place in 2005. 11. Marketing through the Internet didn’t change anything. 12. Advertising, in its non-commercial guise is a powerful educational tool. 13. Commercial advertising media can include only billboards. 14. It is true that because of global communication, the world is becoming smaller today. 15. In Japan the meaning of an advertisement is usually found in the exact words.
V. Answer these questions.
1. What should be done to increase sales of goods? 2. How does advertising help the workforce? 3. Is it legal to make untrue statements about goods? 4. Adverts influence all the people, don’t they? 5. Does advertising create an extra demand? 6. Does advertising enrich our economy? 7. What types of media are used for advertising? 8. What facts are given in the text to show that money spent on advertising has increased dramatically? 9. What materials prove that advertising has a long history? 10 What led to the growth of mail-order advertising in the United States? 11. Why did advertisers and agencies recognize the value of women’s insight during the creative process? 12. What practice of using radio for advertising did radio station owners introduce? 13. What is the role of MTV in the process of advertising? 14. How did Google change online advertising? 15. What is the use of advertising in its non-commercial guise?