Match the following definitions of the above mentioned functions with the functions themselves.

Date: 2015-10-07; view: 433.

Social function.

Economic function and

Educational function,

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

a) People learn about new products and services or improvements in existing ones through advertising.

b) Displaying the material and cultural opportunities available in a free-enterprise society, advertising helps increase productivity and raises the standard of living.

c) Advertising helps companies that provide products or services sell their products. Personal selling, sales promotions, and advertising blend together to help market the product.

d) The ability to advertise allows new competitors to enter the business arena. Competition, in turn, encourages product improvements and can lead to lower prices. Moreover, advertising reaches a mass audience, thus greatly reducing the cost of personal selling and distribution.

TEXT 5: 8 DIFFERENT WAYS TO ADVERTISE PRODUCTS AND SERVICES

Advertising persuades members of a particular market to take some form of action, such as buying a product or service. There are many ways to spread an advertising message.

Television Advertising

TV commercials are a popular way to mass-market messages to large audiences. Although this medium has the ability to reach a high number of potential buyers, it is also one of the most costly forms of advertising.

Infomercials are another form of television advertising. The infomercial is different than a commercial because it is longer, includes more product information, and has more of a personal tone. Although they are also costly to produce, infomercials are highly effective in creating impulse buys because of their demonstrative and persuasive nature.

Radio Advertising

Radio commercials are an effective way for businesses to target a group of people based on location or similar tastes. For example, a local night club seeking college student clientele would probably consider advertising on a local pop station.

Print Advertising

Magazine and newspaper ads are another way to spread the word about a product or service. Print also offers the ability to target a specific audience based on geography or common interests. Print advertising usually includes larger display ads, as well as classified advertising.

Online Advertising

Advertising online is an increasingly popular method for promoting a business. There are many forms of online advertising. Banner ads are image ads displayed on web pages. Social network marketing has been the fastest-growing form of Internet advertising. This includes using sites like Facebook, Twitter etc to promote a product or service.

Billboard Advertising

Billboard ads are large advertisements displayed on structures in public places. Most commonly, billboards are located along highways to target passing motorists. Another type of billboard advertising is a mobile banner or billboard. This can range from the signs seen at major sporting event arenas to billboard advertisements pasted on the sides of semi trailers.

In-Store Advertising

In-store advertising takes place within a retail store. For example, a company that produces a new cleaning product might include an end cap display when they ship the product to stores. This gives the store an attractive display that draws attention to the new product.

Word of Mouth Advertising

While some may argue that word of mouth is not advertising because it's free, this form of promotion is one of the most credible and priceless assets of any business. Even if business owners can't buy word of mouth advertising, they can encourage their customers to tell their friends and family about the great product or service they purchased.

Endorsements

Endorsement is similar to word of mouth promotion but typically does cost money. Having a product or service endorsed by a celebrity can increase sales and product awareness.

Which Type of Advertising is Best?

The best type of advertising depends on the business or organization and its particular needs. The best advertising campaigns typically involve several forms of media to effectively gain maximum exposure.

Vocabulary:

Comprehension Questions:

1. What are the main ways to spread an advertising message?

2. How can you characterize each advertising media?

3. What type of advertising media is the most popular nowadays?

4. What does the best way of advertising depend on?

Task 8: Complete the table with the following words:

TEXT 6: OUTDOOR ADVERTISING – A BREATH OF FRESH AIR

The world of outdoor advertising - billboards, transport and 'street furniture' (things like bus shelters and public toilets) - is worth about $18 billion a year, just 6% of all the world's spending on advertising. But it is one of the fastest-growing segments, having doubled its market share in recent years.

Outdoor advertising's appeal is growing as TV and print are losing theirs. The soaring costs of TV are prompting clients to consider alternatives. Dennis Sullivan, boss of Portland Group, a media buyer, calls outdoor advertising the last true mass-market medium. It is also cheap. In Britain, a 30-second prime-time TV slot costs over £60,000 ($100,000); placing an ad on a bus shelter for two weeks works out at about £90.

Adding to its attractions has been a revolution in the quality of outdoor displays. Famous architects such as Britain's Sir Norman Foster are designing arty bus shelters and kiosks with backlit displays. Backlighting, introduced in Europe by Decaux and More, and plastic poster skins have vastly improved colour and contrast.

Movement is possible too. Smirnoff used new multi-image printing to make a spider, seen through a vodka bottle, appear to crawl up a man's back. And Disney advertised its '101 Dalmatians' video on bus shelters with the sound of puppies barking.

This sort of innovation has attracted a new class of advertiser. Recent data from Concord, a poster buyer, shows that in Britain, alcohol and tobacco have been replaced by entertainment, clothing and financial services as the big outdoor advertisers, like car makers, are using it in new ways. BMW ran a 'teasers' campaign in Britain exclusively on bus shelters.

Particularly attractive to the new advertisers is street furniture, the fastest growing segment of the outdoor market. It accounts for some 20% in Europe and about 5% in America.

Vocabulary:

Comprehension Questions:

1. What is outdoor advertising?

2. What products do you think are suitable for outdoor advertising?

3. Why has outdoor advertising become more popular?

4. Which industries are becoming more involved in outdoor advertising?

Task 9: