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Advertising

1. Advertising is a message to promote a product, a service, or an idea. The purpose of most advertising is to sell products or services. Advertising plays a key role in the competition among businesses for the consumer's money. In many businesses, the volume of sales depends largely on the amount of advertising done.

Manufacturers advertise to persuade people to buy their products. Large firms also use advertising to create a favourable image of their company. The company can advertise in many ways depending on how much it wishes to spend, and the size and type of the target audience. If the company wants to enter the market or launch a new product, it often starts an advertising campaign.

2. When South African Brewery (SAB) started producing beer " Zolotaya bochka" in Russia, it invested lots of money not only in production, but also in advertising the product. The advertising campaign was aggressive, and as a result this brand of beer is among the most popular ones.

3. There are different ways of advertising:

• radio • magazines • outdoor signs • newspapers • television • direct mail • other ways.

Television is the chief medium used by advertisers. In the USA 100 largest advertisers spend on average 75 per cent of their advertising budgets on television. Food companies spend about 80 per cent on television, and candy, snack, and soft drink companies spend about 85 per cent.

4. Advertising on TV is often criticised. People don't like it when programmes are interrupted every fifteen minutes. We know that the Duma passed a bill that would forbid running of commercials during television and radio programmes. In Russia TV advertising generates $300 million a year. Of course, advertising revenues are important, but there are international norms which recommend ad breaks every 45 minutes. These days outdoor advertising is popular in Moscow. It is especially widely used by car manufacturers, clothing and telecommunications companies. Such advertising attracts wide audience and is cost-effective.

Ответьте письменно на вопросы после текста.

1) What is advertising?

2) Why do the manufacturers advertise?

3) What are the ways of advertising?

3. Какие предложения являются верными?

1) Advertising is a message to promote a product, a service, or an idea.

2) Manufacturers advertise to persuade people to sell their products.

3) Television is the chief medium used by advertisers.

4) Advertising on TV is not criticised.