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Lesson 5

Ex.3. Familiarize yourself with the following idioms. Consult your dictionary and translate the sentences into Ukrainian. Think of situations where you could use them.

1. I am making my first speech at our company meeting. I hope you’ll be there to give me moral support.

2. We have to get this product off the ground by the summer.

3. Hughes isn’t worth his wages; it’s time we gave him the elbow.

4. We'll get more bang for our buck if we advertise online.

5. When I left home, work was difficult to find, and I earned hardly enough to keep body and soul together.

Ex.5. Comment on the quotation:

“A man without a smiling face must not open a shop.”

Text: Advertising

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 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.


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