By Jay Branegan

Time

Br. E Freephone cinema

Am. E. toll-free movie theater

 

A. Each ad has a very small – but equally captive – audience.

B. Gratistelefon leases capacity from other telephone operators at bulk rates.

C. «We were afraid consumers would be annoyed by the breaks, «says Peter Broden, the marketing director.

D. Future customers will have to provide a telephone number and all-important demographic data – age, sex, marital status, address and so on.

E. We put up with commercials between songs on the radio.

F. They hope to make profits by charging advertisers for the chance to reach the world’s most narrowly targeted audience.

G. Not surprisingly, young people and students have been the biggest users in the test.

H. Although Sweden’s telephone market has been competitive for some time, long-distance charges can still be high.

I. The caller hears one 10-seconds ad while the connection is made, another in a minute, and then one spot every three minutes.

Task 6. Answer the following questions:

What new ways of advertising are mentioned in the article?

What is a Swedish company Gratistelefon offering its customers?

Is the new service popular? Why?

What age groups have been involved in the experiment?

How popular is it?

What does this new medium of advertising mean for advertisers?

What kind of businesses are running these ads?

How is the company Gratistelefon planning to develop further?

What might happen if the idea catches on?

 

What do you think of this way of advertising?

Would you be attracted by such an offer?

How tolerant are you to such interruptions?

 

Speak about the latest media of advertising.

Task 7. Translate into Russian:

1. Each ad has a very small- but equally captive-audience.

2. We've come to tolerate TV ads that cut into movies.

3. Referees even halt play for commercials.

4. To have a phone call repeatedly interrupted for a brief word from our sponsor.

5. An outfit called Gratistelefon is offering free, advertising- supported calls.

6. Lines are overloaded.

7. Consumers would be annoyed by the breaks.

8. A two-month trial.

9. The biggest users in the test.

10. As long as the caller is willing to have conversation punctuated by chirpy jingles.

11. The circuits are jammed.

12. It's very cost-efficient.

13. A handful of organisations are already running ads, which cost about 13 cents per spot.

14. ...not to mention Big Brother -like plans.

15. Callers might hear different ads, tailored to the advertisers' needs.

16. The caller from the rural north might hear a pickup truck pitch.

17. The company has been deluged by inquiries from other countries.

18. If the idea catches on and consumers prove tolerant...

 

Task 8. Select the correct alternatives to complete the text.

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is free(1)... advertising, which occurs when satisfied customers recommend products or services to their friends, but very few companies rely on this alone.

Large companies could easily set up their own advertising departments, but they tend to hire the services of a/an (2)... A contract to produce the advertisements for a specific company, product, or service is known as a/an (3)... The client company generally decides on its advertising (4)..., the amount of money it plans to spend in developing its advertising and buying media time or space. It also provides a (5)..., or a statement of the objectives of the advertising, as well as an overall advertising strategy concerning what (6)... is to be communicated. The choice of how and where to advertise (newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings (GB) or billboards (US), point-of-purchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a (7)... The set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement are known as the (8)... market. The advertising of a particular product or service during a particular period of time is called an advertising (9)...

Favorable mentions of a company's products or services, in any medium read, viewed or heard by a company's customers or potential customers, that are not paid for, are called (10)...

 

1. a. mouth-to-mouth b. mouth-to-ear c. word-of-mouth

2. a. advertising agency b. advertising company c. public relations company

3. a. account b. arrangement c. deal

4. a. campaign b. budget c. effort

5. a. brief b. dossier c. message

6. a. facts b. message c. opinions

7. a. medium plan b. medias plan c. media plan

8. a. aimed b. segmented c. target

9. a. campaign b. mix c. plan

10. a. promotions b. publicity c. public relations

Answer the following questions:

What is the aim of advertising?

What is the best form of advertising?

Why do big companies tend to hire the services of an advertising agency?

How is a contract in advertising called?

What does the client company decide on?

What else does it have to provide?

What does a media plan include?

What is the target market?

What is called an advertising campaign?

What is publicity?

 

Task 9.

Complete the following collocations:

1. to persuade…

2. to hire…

3. to buy…

4. to communicate a…

5. to satisfy…

6. a target…

 

Make up and write down 10 sentences with the above collocations.

Task 10.

Read and translate the article:

GOING GLOBAL

Perhaps the biggest challenge now facing the international advertising industry is that of establishing ‘world brands’ by appealing to the global consumer in all niche markets which require specific marketing strategies, global operations call for global campaigns. Professor Theodore Lewitt of Harvard Business School first put forward the theory of ‘the globalization of markets.’ But the idea that there are more similarities between cultures than differences goes back to the popular image of the ‘global village’.