Advertising gets to people through different forms of communication. Newspapers, magazines and direct mail belong to print media. TV, radio and the Internet are among the most important electronic media.
Newspapers. Almost half of a newspaper is made up of ads. Local papers have ads of local companies, but nationwide newspapers also advertise products that are sold all over the country. Most papers publish daily so many new ads, like products on sale or movie openings can be placed every day. Newspapers sell advertising space in all sections of their paper. Most newspapers receive about three-fourth of their income from advertising and one fourth from circulation. In most cases ads of products will be put in the section they are related to.
Display ads can take up from a few cm to a full page. They have illustrations, headlines and lots of information on a certain field.
Classified ads appear in a separate section of a newspaper. Most of them only have a few lines and list homes, cars for sale, furniture or other things that private people want to sell or buy.
Magazines. Magazines mostly appear all over the country and are used by national advertisers. In contrast to newspapers they are read when people have more time. They are kept for a few weeks or even months. Better printing quality and colour ads are among the advantages of magazines.
Many special magazines are made for groups of people. The ads that appear there are especially for these groups. A computer magazine, for instance, may have many ads related to computers, printers or scanners.
Direct mail. Direct mail consists of leaflets, brochures, catalogs or letters, that are mailed directly to people. Mail-order companies profit from this kind of advertising. Some mailing lists send information to all the people others only according to their jobs, age or income. Direct mail costs a lot of money, but advertising companies can be sure that they will reach the people.
Outdoor signs. Large colourful outdoor signs can easily catch the attention of by-passers. But these ads must be short and simple because viewers see them only for a few seconds.
The main signs are posters, billboards and electronic displays. Billboards or hoardings are owned by local companies that rent them to advertisers. Sometimes ads are painted on buildings. Electronic billboards have large displays where ads change very quickly. They are the most expensive kind of outdoor signs.
Exercise 13. Answer the following questions in writing.
1. What do the advertising media include?
2. What kind of ads can newspapers offer to advertisers?
3. What is the difference between display and classified ads?
4. What are the advantages of ads in magazines?
5. What are the peculiarities of direct mail?
6. What is the difference between outdoor signs and the other kinds of advertising?
7. What is the most expensive kind of advertising?
Exercise 14. Advertisers can promote products in different ways.
A Use these words from the box to make word combinations.
tour offer gifts deal loyalty
B Now use the expressions to complete the following sentences.
1. – You don’t normally buy this coffee.
– No, but they had a at the supermarket – two jars for the price of one.
2. – Did you see that Pulp are playing at the Odeon next month?
– Yes, they’re on a .
3. David Beckham has just signed a new with Adidas. It’s worth more than a million pounds a year.
4. The kids always want me to buy this kind of cereal so they can get the inside!
5. Tobacco companies like to catch people young. They know the meaning of !
Exercise 15. Read this information from press release, complete the gaps with the best form (active / passive) of the verbs from the box.
wear make cost export
“… and this is the last stage of the production process. As you know, Swift trainers are really very expensive, and the reason they (1)so much is that they (2) of the highest quality leather. We (3) over 10 million trainers to countries all round the world and our shoes (4) by all types of people, from top athletes to children at school.”
Speaking Task. Choose one of the advertising media. Make a short presentation on its advantages and disadvantages.
Exercise 16. Look at the following statements about advertising. Number them from 1 to 5: 1 = strongly agree, 5 = strongly disagree.
1. Advertising is essential for business, especially for launching new consumer products.
2. A large reduction of advertising would decrease sales.
3. Advertising often persuades people to buy things they don’t need.
4. Advertising often persuades people to buy things they don’t want.
5. Advertising lowers the public’s taste.
6. Advertising raises prices.
7. Advertising does not present a true picture of products.
8. Advertising has a bad influence on children.
9. People remember advertisements, not products.
Exercise 17. Match the Ukrainian words with their English equivalents. Memorize them.
Exercise 18. Match advertising terms with their descriptions or definitions. Memorize them.
1) to advertise
8) press release
9) TV slot
a) a person who buys or uses products
b) a place for television advertisement
c) to use a public note, a photograph, a short film to try to persuade people to buy, do or use something
d) activities that make people laugh or that interest people
e) broadcast periods viewed or listened to by the greatest audience
f) a written statement with the information to be broadcast or published
g) happening outside or used outside
h) the effect that a message has on the audience
i) how good something is
Exercise 19. Read and translate the text. Do the activities that follow it.