THE STAGES IN ADVERTISEMENT MAKING

Задание 1

Максимальное количество баллов – 10

Read the text and translate it into Russian.

THE STAGES IN ADVERTISEMENT MAKING

Advertising is an act of making a product, service, a job vacancy, an event etc publicly known. It is a non-personal form of communication through paid means of information distribution with a clearly stated source of financing.

Publicity money go to various means of information distribution: mass media, radio and television, outside exposition (posters, signs, aerial advertising); direct mail, souveniers (match boxes, notebooks, calenders); in transport; catalogues; directories (telephone directories, guides) etc. .

The advertising has many applications. A corporate/image advertising is used to form a lasting image. A product advertising is used to distinguish a certain brand of products compared to other brands of the same trade class. Rubric advertising is used to distribute information about services, events or some sale. Clearance advertising is used to announce of some clearance sale. Explanatory advertising is used to uphold some idea. The advertising can also be national, regional, local, it can be meant for a wide range of consumers, for a certain industry, for a retail trade etc. .

Companies with strong advertisement departments often resort to the services of advertising agencies. The agencies normally have four main departments: production department which elaborates and produces advertisements; advertising media department responsible for a choice of means and placement of advertisements; research department studying the demand; commercial department dealing with commercial aspects.

The agencies get a commission, usually a 15% discount of the value of the purchased advertising space. For instance, the agency buys an advertising space for 60 thousand dollars. The magazine draws up an invoice for 51 thousand dollars on the agency (60 thousand minus 15%), the agency in its turn charges the client the full amount of 60 thousand dollars keeping back 9 thousand dollars.

Making advertisement is a five-stage process which includes such stages as:

1) setting the objectives (informing, persuading, reminding),

2) drawing up a budget,

3) the appeal (the forming of the idea, the choice of forms of appeal, implementation),

4) the choice of means of information distribution (the choice of the range, frequency, specific advertising means, the schedule),

5) assessment of the results.

(1) The Objectives should be clearly stated no matter whether it's informing, persuading or reminding.

Informing prevails on the stage of introducing a new product on the market.

Persuading forms a special demand for a certain brand of products. Some persuading adverts tend to be comparative, i.e. they tend to show advantages of one brand Compared with the other one of the same trade class. Comparative adverts are used to promote such categories of goods as deodorants, tooth paste, tires cars. Reminding is important to make consumer remember the product but not to persuade or inform. It's a kind of advert that approves of the right choice, e.g. happy buyers adoring their newly bought car.

(2) The Budget can be drawn up according to such principles as "on the level of competitors", "out of certain objectives and goals" etc.

(3) The Appeal presupposes the forming of the idea, choice of forms of appeal and implementation. Any advertiser should keep in mind the four AIDA points: attention, interest, desire, action, - consequent stages of the consumer's response before buying.

Forming of the idea: the idea can be formed by way of combining types of satisfaction that a customer anticipates – rational, aesthetic, social or a satisfaction of pride of ownership – with types of emotional experience.

The choice of forms of appeal: the appeal is supposed to inform the receiver of something interesting and desirable. Also, it should convey an idea of the exceptional nature of the product compared to the other brands of the same trade category. The appeal should be very similar and demonstrable.

The implementation of the appeal is very important when advertising such similar goods as cigarettes, coffee and beer. The impact depends not on what has been said but the way it has been said. Usually the advertiser elaborates the text stressing the content, goals, integrity and the right tone.

(4)The Choice of Means of Information Distribution depends on setting the following questions: stating the range of frequency and the impact of the advert: choosing a specific advertising means and the right schedule. Most companies prefer a pulsing schedule.

(4) Assessment of the Results presupposes the evaluation of the communicative and commercial effectivity before, during and after the publicity campaign.

Yearly, American firms spend over 61 billion dollars in average for publicity campaigns, e.g. to promote the goods in 1995 the three leading American advertisers "Procter and Gamble" and Philip Morris" and "General Motors" spent 2,7 –2,4 –1,9 billion dollars respectively. In 1995 same companies "Procter and Gamble" and "Philip Morris" were the leading advertisers on the Russian market after the leaders of 1994 the companies "MMM" and "Russkaya nedvizhimost". The ASAs – Advertising Standards Authorities – monitor hundreds of advertisements weekly as these are the organizations to protect the public from advertisements that may contain misleading or false information.

There are two major types of advertisements: classified and commercial. Classified advertisements are short advertisements in a newspaper or magazine placed by people offering or asking for a product or service, or who are offering or looking for employment. Commercial advertisements are advertisements on television, radio or in a cinema.

Besides there are keyed advertisements. Many advertisers resort to keyed advert as they have a code printed on the reply coupon identifying the magazine or newspaper where it appeared. The advertiser can then check which magazine are the most useful source of advertising. The companies place keyed advertisements to help with market research.

By their location in mass media or other advertising means the advertisements can be divided into solus and semi-solus. Solus is an advertisement or poster that is separated from any competing advertisements or posters, e.g. the only one on a page or in a solus position on the front page, i.e. a full-page advert. Semi-solus (semi) is an advertisement which appears on the same page as another advertisement but is not placed next to it. N.B. Do not confuse semis as semi-solus advertisements and semis as semi-finished goods.

Vocabulary

publicity,n – реклама

aerial – надписи в небе

directory,n – справочник

corporate/image ad – престижная реклама

product ad – товарная реклама

rubric – рубрика, заголовок

clearance ( clearance sale) – распродажа

explanitory –объяснительный

uphold,v - отстаивать

resort,v – прибегать к чему-либо

elaborate,v - разработать

discount,n (of) – скидка

draw up an invoice – выписать счет

keep back – удерживать

implementation,n – выполнение, внедрение

range,n – диапозон, размах, охват

satisfaction,n – удовлетворение

anticipate,v – ожидать, предвкушать, предвидеть

demonstrable,adj – доказуемый

integrity,n – прямота, честность, полнота, целостность

evaluation,n – определение качества, оценка

monitor,v – контролировать.следить

сlassified– классифицированный

reply coupon – ответный купон

solus – реклама на всю газетную (журнальную) полосу

commercial (ad) – коммерческая реклама