Advertising. 1. The influence of advertising in the mass media market has both advantages and disadvantages

1. The influence of advertising in the mass media market has both advantages and disadvantages. On the plus side is the fact that people get incredible variety of information, entertainment and culture at minimal cost. The disadvantage is that nearly all of America’s mass communications are heavily overloaded with commercial or persuasive messages.

2. All advertising contains both information and persuasion. The classified advertisements in the daily newspapers are almost pure information. So are most of the supermarket specials. In Latin ad means «to turn the mind towards something». The American Marketing Association points out, that advertising is a tool of marketing along with the product price, distribution and personal selling. It also reminds us that advertising can be used to promote ideologies and services. This kind of promotion is non personal- it is directed to whom it may concerns- and therefore it is effective because the audience is very receptive to it.

3. The primary media of consumer advertising are press, radio, and television, outdoor and cinema halls. Mass media support sales in literature, exhibitions and sales promotion. We should not forget about sponsorship, especially the sponsorship of many popular sports which can be supported by arena advertising at the sports venue.

4. The first function of advertising is to distinguish among identical products. The attempt was exercised at the end of the 19-^th century by means of brand name identification. It seemed that the brand name would become synonymous with the product or its quality. Today when we ask for coca-Cola, Kleenex- it’s due to this particular function of advertising. Advertising uses different newspapers appealing to different social groups of people.

5. The class breakdown of British newspapers readership is shown because it is interesting to read the percentage of population figures in conjunction with the class readership. The Times, although is world famous, has a very small circulation of about 400, 000 while the Sun sells 4 million copies daily. Both happen to belong to the same company but each has a very different group of readers. The kinds of goods or services advertised in one newspaper would not be advertised in the press. In some countries, newspapers may not appeal to class differences so much as to different political, religious, language, national or ethnic groups of readers. For instance, there are English language newspapers in many parts of the world but also they have many others in local languages.

Пояснения к тексту:

appeal призыв

on the plus side положительной стороной

consumer press пресса потребителей

at minimal cost по минимальной цене

persuasive messages рек. сообщение убеждающего характера

specials реклама о снижении цен

6. Прочитайте 5-й абзац и письменно ответьте на вопрос: What is the most popular newspaper in Britain?

7. Напишите аннотацию к тексту. (Смотрите образец выполнения в при-ложении.)

Вариант 4

1. Перепишите следующие предложения, подчеркните в каждом из них глагол-сказуемое, обращая внимание на особенности перевода пассивных конструкций. Предложения переведите.

1) Marketing policy is supported by the economists.

2) Marketing operations were being discussed.

3) The different goods are being promoted with the help of advertising.

4) Prospective customers will be invited to our shopping meetings.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на особенности перевода объектных и субъектных инфинитивных и причастных конструкций. Подчеркните объектные и субъектные конструкции.

1) Marketing operation is supposed to have been solved.

2) We wanted this task to be carried out.

3) Our chief is said to be one of the best specialists.

4) The marketing is known to include all the business activities.

5) He is likely to propose a good idea.

3. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на особенности перевода зависимого и независимого причастных оборотов.

1) Having analyzed the plan, they went to the marketer.

2) The radio being broken, we could not listen to the news.

3) The advertising being successful, a lot of products were sold out

4) The time permits, we’ll go for a walk.

5) The meeting being over, the marketers went to their working place.

4. Перепишите следующие предложения. Переведите их, обращая внимание на особенности перевода условных предложений.

1) If market research helps producers to predict policy, they’ll be successful businessmen.

2) You should change the production lines if you knew the results.

3) She would have bought the product if you had asked her about it.

5. Прочитайте следующий текст. Перепишите и письменно переведите текст.

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers.

Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, sto-rage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the customer’s dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities. The number of new products coming into the market every year is overwhelming. The major part of the products is not new, but adaptations. It means that these products are not new; they are existing items to which modification has been made. Only few products are really original or innovations. For instance a clock-television is an adaptation, but TV-set itself, the refrigerator- each was an innovation. A great number of innovations and adaptations are designed, produced and marketed by small businesses.

Пояснение к тексту:

Distribution сбыт, распределение

storing хранение

product planning разработка новых продуктов

pricing калькуляция цен

6. Прочитайте и письменно ответьте на вопрос к тексту: What does marke-ting mean?

7. Напишите аннотацию к тексту. (Смотрите образец выполнения в приложении)

Вариант 5

1. Перепишите следующие предложения, подчеркните в каждом из них глагол-сказуемое, обращая внимание на особенности перевода пассивных конструкций. Предложения переведите.

1) The agent was sent for five minutes ago.

2) The people’s ability to communication will be developed.

3) Wholesaling can be offered in a field of small business.

4) His objection has been taken into account.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на особенности перевода объектных и субъектных инфинитивных и причастных конструкций.

1) He was reported to provide channels of distribution goods.

2) She wanted him to simplify the process of distribution.

3) He was heard to advertise these goods.

4) They made us speak about wholesaling.

5) I saw her crossing the main street.

3. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на особенности перевода причастных оборотов.

1) Having heard about his plans, she wanted to help him.

2) The wholesaling being discussed, the shop-keeper reduced his problems.

3) Having done her work she went to a fashion store.

4) The weather being fine, the customers went to do shopping.

5) He was sitting at the table, her head on her hands.

4. Перепишите следующие предложения. Переведите их на русский язык, обращая внимание на особенности перевода условных предложений.

1) If you listened about reducing of prices, you would buy many things.

2) If he wants to buy the new thing, he’ll go to the supermarket.

3) If he had wanted to come, he would have done it on Sunday.

5. Прочитайте следующий текст. Перепишите и письменно переведите текст.

1. Wholesaling is a part of the marketing system. It provides channels of distribution which helps to bring goods to the market. Generally indirect channels are used to market manufactured consumer goods. It could be from the manufacturer to the wholesaler, from the retailer to the consumer or through more complicated channels. A direct channel moves goods from the manufacturer or producer to the customer.

2. Wholesaling is often a field of small business, but there is a growing chair movement in the western countries. About a quarter of wholesaling units account for one-third of total sales.

3. Two-third of the wholesaling middleman is merchant wholesalers who take title to goods they deal in. There are also agent middlemen who negotiate purchases or sales or both. They don’t take title to the goods they deal. Sometimes they take possession through. These agents don’t earn salaries. They receive commissions. This is a percentage of the value of the goods they sell.

4. Wholesalers simplify the process of distribution. For example, the average supermarket stocks 5.000 items in groceries alone, a retail druggist can have more than 6.000 items. As a wholesaler handles a large assortment of items from numerous manufacturers he reduces the problem of both manufacturer and retailer. The store-keeper does not have to deal directly with thousands of different people. He usually has a well-stocked store and deals with only a few wholesalers.

(Брюховец Н.А. Английский язык: менеджмент, маркетинг, таможенное дело.)

Пояснения к тексту:

wholesalers оптовый торговец

it provides channels обеспечивать системой сбыта

indirect channels опосредованная система сбыта

retailer розничный торговец

wholesaling units контора оптовой торговли

Middleman посредник

take title to the goods приобретать товар

handle торговать

6. Прочитайте текст и ответьте письменно на вопрос: What is the aim of wholesaling?

7. Напишите аннотацию к тексту. (Смотрите образец выполнения в при-ложении.)