Text 4: types of advertising

Advertising can be divided into several categories. As we know advertising is directed at a target audience, a specific segment of the population for whom the product or service has a definite appeal. There are many target audiences that could be defined. The most general are consumers and businesses. Consequently, consumer advertising, as the name suggests, is targeted at the people who buy goods and services for personal use. Business-to-business advertising is aimed at people who buy products for business use. Industrial, professional, trade, and agricultural advertising are all part of this category.

There are some other classifications of advertising. The most familiar type of advertising is product advertising, which tries to sell specific goods or services. Product advertising generally describes the product's features and may mention its price.

Institutional advertising, on the other hand, is designed to create goodwill and build a desired image for a company rather than to sell specific products. Also known as corporate advertising, institutional advertising is often used by corporations to promote an entire line of products. At the same time, institutional ads serve to remind investors that the company is doing well. Institutional ads that address hotly debated public issues are called advocacy advertising.

The term comparative advertising is applied to those ads that specifically highlight how a product is better than its competitors. In some countries, comparative ads are tightly regulated and in some cases banned. Comparative advertising is frequently used by competitors vying with the market leader, but it is useful whenever you believe you have some specific product strengths that are important to customers. Sometimes comparative ads can cross legal and ethical boundaries.

Finally, advertising can be classified according to the sponsor. National advertising is sponsored by companies that sell products on a nationwide basis and makes it possible for producers to sell their products all over the country. They do this by getting people to recognize their products by their brand name. A brand-nameproduct is usually widely advertised and distributed over a large area. When customers shop, they may choose a product with a brand name they have heard about most favorably or most often. By using national advertising, small producers may be able to grow into large national producers. Then they can mass produce for a larger market at lower costs. The term nationalrefers to the level of the advertiser, not the geographic coverage of the ad. If a national manufacturer places an ad in only one city, the ad is still classified as a national ad. Local advertising, on the other hand, is sponsored by a local merchant. Its objective is to provide details about where a product can be found, at what price, and in what quantity. The grocery store ads in the local newspaper are a good example. Cooperative advertising is a cross between local and national advertising in which producers of nationally sold products share the costs of local advertising with local merchants and wholesalers.

Vocabulary:

target audience	целевая, потенциальная аудитория
to have a definite appeal	быть предназначенным
consumer advertising	реклама потребительских товаров
business-to-business advertising	реклама в сфере деловых кругов
industrial advertising	промышленная реклама
professional advertising	реклама товаров и услуг
trade advertising	торговая реклама
agricultural advertising	реклама сельскохозяйственной продукции
product advertising	реклама товара
institutional advertising syn. corporate advertising	реклама фирмы (предприятия)
to create goodwill	создавать (завоёвывать) хорошую репутацию
entire line of products	целую линию товаров
hotly debated public issues	горячо обсуждаемые (спорные) вопросы
advocacy advertising	пропагандистская реклама
comparative advertising	сопоставительная (сравнительная) реклама
to highlight	выдвигать на первый план
to ban	запрещать
to vie	соперничать
product strengths	преимущества товара
to cross legal and ethical boundaries	нарушать юридические и моральные нормы
national advertising	национальная реклама
nationwide basis	общенациональная основа
local advertising	местная реклама
cooperative advertising	коллективная реклама
to speed up	ускорять
brand-name product	товар, являющийся основным представителем торговой марки

Comprehension Questions:

1. What are the main types of advertising? Can you give a short characteristic of each type?

2. Can you give your examples of different types of advertising and characterize them?

Task 7: Read the following information about the forms of advertisements; match the English words below the text with their Russian equivalents:

Advertisements (informally ads or adverts BrE) which promote or market a product or service appear in many forms. A billboard (also hoarding BrE) is a large sign placed next to a road with a picture advertising a product on it. Flyers, which are small sheets of paper advertising something, are given out to people in the street. Junk mail is unwanted advertising material that you receive in the post and spam is unwanted emails advertising something. A mailshot is advertising material that a company sends by post to a large number of people at the same time. Commercials are advertisements on TV or radio. Banner ads/web banners are advertisements on a webpage with a link to the website of an advertiser, and a popup is an advertisement that suddenly appears in a separate window when you are looking at a website. When the maker of a product arranges for the product to appear in a film or television programme, this form of advertising is known as product placement.

1. billboard (hoarding)	a) продвигать (товар/ услугу)
2. flier	b) Интернет баннеры
3. junk mail	c) рекламная рассылка
4. mailshot	d) размещение скрытой рекламы
5. banner ads	e рекламный щит
6. web banners	f) спам
7. popup	g)баннеры
8. product placement	j) флаер, листовка
9. commercials	k) коммерческая реклама
10. to promote	l) всплывающее окно

Task 6: As you probably know advertising fulfills four basic functions in society: 1) marketing function,