Dialogue No 1 (318 words)

RUNNING AN ADVERTISING CAMPAIGN

Translate the following sentences from Russian into English.

Find English equivalents for the following Russian expressions.

1. цели рекламы

2. увеличить объем продаж

3. влиять на поведение людей

4. информирующая реклама

5. убеждающая реклама

6. главный недостаток

7. проводить рекламную кампанию

8. так называемая целевая аудитория

9. уменьшать доверие к рекламе

10. выпускать новый товар на рынок

11. шкала цен

12. экономически эффективная рекламная кампания

1. Роль рекламы состоит в том, чтобы информировать людей о существовании товара и об особенностях его использования.

2. Основная цель рекламы - повысить объем продаж.

3. Цели рекламы также включают завоевание новых рынков и привлечение новых групп потребителей.

4. Убеждающая реклама играет на ревности, зависти и желании быть не хуже других.

5. Убеждающая реклама обычно ассоциируется с по­требительскими товарами и используется там, где различия между товарами незначительны.

6. Содержание рекламного сообщения зависит от типа товара и рынка, на котором товар должен прода­ваться.

Unit 2. LISTENING

6* Before you listen to Dialogue No 1 match each word on the left with a word on the right to create a phrase con­nected with advertising.

1. advertising	a. the advertising campaign
2. target	b.mix
3. to run	с advertisements
4. promotional	d. customer
5. television	e. advertising
6. newspaper	f. mail
7. street	g. commercials
8. direct	h.efforts

Advertising Manager Ellen Brown is speaking with Personnel Manager Michael Thompson.

MICHAEL: You are not your usual happy self this morning. What's the matter?

ELLEN: To tell you the truth I am very much worried about this new advertising campaign.

MICHAEL: What kind of campaign?

ELLEN: Don't you know our Marketing Director is going to run a new advertising campaign to increase consumer awareness of our products, as he puts it.

MICHAEL: You don't need to worry. I am sure you'll make a good job of it.

ELLEN: You're joking. First, I must plan a variety of adver­tising techniques. This advertising mix must consist of television commercials, newspaper advertisements, and street advertising.

MICHAEL: Well, that is not the first time you're running advertising campaign, is it?

ELLEN: No, of course not. But this time he wants me to use direct mail too, because we have a good target customer database.

MICHAEL: May be he is right. Direct mail is more personal than other media and it has the greatest flexibility.

ELLEN: Frankly speaking, it is very difficult indeed to cor­rectly estimate how much and what kind of promotional efforts are necessary to reach a certain objective.

MICHAEL: By the way, did you consider the possibility of advertising on the Internet?

ELLEN: That's a good idea! We should organize an on-line pro­motion and the customers will be able to order goods on-line!

MICHAEL: To make this dream come true you should first create a company website, where you can advertise the company's products.

ELLEN: Now we come to the problem of expenditures. To what extent does the advertising really pay? Our General Manager is fond of saying: "We know that one half of our advertising budget is wasted but we do not know which half."

MICHAEL: May be he is right.

ELLEN: So everybody is right except me and nobody wants to let me off the hook*.

MICHAEL: Oh, come on, you are making a mountain out of a molehill.

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