Advertising. _______ that advertising информирует потребителей about the existence and benefits of products and services

_______ that advertising информирует потребителей about the existence and benefits of products and services, and attempts убедить them купить them.

Large companies could easily set up their own advertising departments, ________ they tend to hire the services of рекламное агентство. Компания-клиент _______decides on its рекламный бюджет, the amount of money it plans to spend in developing its advertising and buying media time or space. _______ it provides a brief statement of целей рекламной деятельности, and _______ it gives an overall рекламную стратегию concerning what message is to be communicated. The choice of how and where to advertise (газетная и журнальная реклама, рекламные ролики на радио и ТВ, реклама в кино, posters on hoardings(GB) or billboards(US), point-of-purchase displays in stores, mailings of leaflets, брошюры или буклеты, and so on), _______ in what proportions, is called a media plan. Преимущества и недостатки of each medium must be weighed up because each medium has its own characteristics and covers different areas of потенциальный рынок. _______ when a firm has selected the means of delivering the message it must decide on the number of times the advert should be displayed.

The set of покупателей whose need a company plans to satisfy, and ________ to expose to an advertisement is known as целевой рынок.

_______ the advertising of a particular product or service during a particular period of time is called рекламная кампания.

Favourable mentions of a company’s products or услуги, in any medium read, viewed or heard by company’s customers or или потенциальные покупатели that are not paid for, are called publicity.