Promotiona tools M and S

Vocabulary tasks

1. Group the words into three columns as in example. Then translate them into Russian.

Free samples, sponsor, radio, persuade, jingles, endorsement, mailshots, publicise, press, word-of-mouth, slogans, run, commercials, exhibition, posters, sponsorship, place, point-of-sale, directories, promote, television, launch, leaflets, research, cinema, public transport, target, billboard.

Media	Methods	Verbs
radio	commercials	launch

2. Match the experiences to the products or services.

1) demo version	a) a new cheese you haven’t eaten before
2) a free sample in a magazine	b) a new tool for cutting any material
3) a test drive	c) a new suit
4) a video in a do-it-yourself store (a shop for buying materials and tools to work on your house)	d) a new type of TV with a new technology
5) watching it in someone’s house	e)a new car
6) tasting in a supermarket	f) a new perfume
7) trying it on in a changing room	g) a new piece of software

Key terms

Match the terms with their definitions.

1) advertising	a) newspapers and magazines
2) product advertising	b) letters, catalogues, posters, folders, etc.
3) institutional advertising	c) opinions of other people
4) print media	d) messages on and in the vehicles
5) broadcast media	e) promoting of a product or a product line
6) direct mail	f) billboards, posters, painted bulletins, etc.
7) outdoor advertising	g) the business of making advertisements
8) transit	h) television and radio
9) word of mouth	i) promoting an image of a company, industry or organization

Think ahead

1. Making an advertisement is a five-stage process. Put the stages in the correct order.

- the appeal

- assessment of the results

- setting the objectives

- the choice of means of information distribution

- drawing up a budget

2. When there are advertisements on TV, do you zap (change to another channel while the advertisements are on)? Or do you actually like some TV ads? Which ones?

Can you remember any of the advertisements you saw last on TV?

Have you ever gone out and bought something you saw advertised on TV?

Text 5.3. Read the text and define advertising and its types.

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