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Grammar: Reported Speech (Statements)

 

Terms to remember:

 

advertising рекламна справа; реклама; рекламування
target customer потенційний клієнт
account в практиці рекламних агенцій загальновизнана назва контракту між клієнтом, який платить за здійснення професійної послуги, та агенцією
advertising campaign рекламна компанія
allocate (v) розміщати (капітал); асигнувати, приділяти
budget бюджет, фінансовий кошторис
brief справа; короткий виклад
statement виклад, формулювання
message повідомлення, послання
communicate (v) повідомляти (когось-to), передавати
advertisement (advert, ad) реклама; рекламне оголошення
media засоби масової інформації, засоби/носії реклами
advertising media засоби розповсюдження реклами
broadcasting трансляція
leaflet листівка, невелика тоненька брошура
flyer листівка
display показ, демонстрація; виставка
display (advertising) ілюстративна (реклама)
poster афіша; плакат; оголошення
hoarding (BrE)/billboard (AmE) щит, дошка для наклеювання оголошень, афіш, плакатів тощо
point of sale місце здійснення продажу
trade fair торговий ярмарок
word-of-mouth (advertising) усна (реклама)
corporate advertising реклама фірми
brand image імідж торгової марки
public relations (PR) expert експерт з питань організації громадської думки
publicity пабліситі; реклама; публічність; гласність

 

Advertising

 

Advertising is one of the main methods of promotion. Its aim is to increase sales by making a product or service known to a consumer and to persuade that consumer to buy it.

Advertising is often designed and managed by advertising agencies.

Large companies usually use advertising agencies to promote their products and the company’s image to the target customers.

The account is the contract between the client company and the agency to develop an advertising campaign. The client allocates a budget, an amount of money, to the task. The agency and the client then discuss the brief, which is a statement of the client’s objectives, as well as the message the company wishes to communicate to the consumers.

After that the agency is ready to start work. An advertising campaign consists of a series of advertisements (adverts, or ads) which are run in various media.

The most common types of advertising media include: broadcasting (TV, cinema, radio), press (newspapers, magazines), printed material (brochures, leaflets, catalogues, flyers), electronic (Internet), display (posters, hoardings/billboards, vehicles, point of sale), others (trade fairs, word-of mouth, packaging).

Corporate advertising is not concerned with increasing sales of a particular product or service. Its aim is to present to the public the brand image. Public relations (PR) experts organize activities which generate positive publicity for companies.

 

Exercises in Word Study

 

Ex.1. Form verbs from the following nouns:

advertisement, information, persuasion, management, promotion, development, allocation, discussion, statement, communication, agreement.

 

Ex.2. The following words can be used in more than one way. Underline the correct part of speech for each word as it is used in the text.

1. increase a) noun b) verb
2. use a) noun b) verb
3. target a) noun b) verb
4. account a) noun b) verb
5. contract a) noun b) verb
6. budget a) noun b) verb
7. wish a) noun b) verb
8. work a) noun b) verb
9. present a) noun b) verb

 

Ex.3. Give the English for:

головні методи сприяння у продажу товару, інформувати споживача; реклама; рекламна агенція, потенційний клієнт; розробити рекламну кампанію; повідомляти споживача, розпочати роботу; засоби розповсюдження реклами; торговий ярмарок; усна реклама; ілюстративна реклама; реклама фірми; експерт з питань організації громадської думки, збільшувати продаж.

 

Ex.4. Match words from list A with words from list B that have a similar meaning:

A B
main amount vehicle start allocate contract inform advertise promote notify budget begin allot automobile sum principal

 

Ex.5. Find suitable opposites to the following words:

similar, to finish, to conceal, subordinate, producer, to agree.

 

Ex.6. Match the nouns in the left hand column with the verbs in the right hand column:

  advertisement     budget     advertising cut allocate increase finance do promote place run take out

 

Ex.7. Look at the words and phrases in the box. Match them with the correct definition from the list below.

 
 

 


1. the business that deals with making, distributing and selling advertisements;

2. an independent firm that plans, produces and places advertising for its clients;

3. the various forms of communication through which advertising reaches its audience;

4. a book containing details of items for sale;

5. the place where a customer buys something;

6. an exhibition where companies in a particular industry display their products to potential buyers;

7. the contract between the client company and the advertising agency to develop an advertising campaign;

8. a statement of the client’s objectives;

9. a notice or message in a newspaper, or on a poster in a public place, or announcement on television or on the radio offering or asking for a product or service;

10. the feelings and opinions that a buyer has about a particular named product.

 

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