Переведите письменно III часть текста. Найдите в тексте предложения, имеющие одинаковое значение со следующими: …
1. Clients stopped working with those agencies that started working with rival clients.
2. Sometimes some firms try a new product before they sell it.
3. Companies that are dealing with advertisement were developing along with the mass media.
Ответьте на вопросы, используя информацию из текста.1. When was it not unusual to find manufacturers who used the same advertising agent?
2. What were offering “full-service” advertising agencies?
3. How could agents use the combined strength of their advertising spend to gain cheaper deals from media owners?
В какой части текста говорится:1. о том, как работали первые рекламные компании;
2. о том, что рекламные компании начали работать креативно для продвижения рекламы;
3. о конфликтах, которые случались, если рекламное агентство начинало работать с конкурирующими фирмами.
Определите, является ли данное предложение: истинным, ложным или в тексте нет об этом информации.1. The clients brought marketing out-house to wrest control back from agencies and to contain costs.
2. The cost of going directly to all the clients was prohibitively high, and the commission system would mean that agents would still keep the price of media space up.
3. Advertising business was established in the early nineteenth century.
Определите, какое предложение выражает главную мысль текста. Advertisement is the most important thing in marketing. Advertisement has a history of growing and developing along with the mass media, and working with rival companies. The principles of advertisement are in creating attractive advertising campaigns and selling goods.Вариант 3
Грамматика: Infinitive. Forms and Functions. Bare Infinitive
Infinitive Constructions: Objective, Nominative, For-to-Infinitive
Задание 1. Перепишите предложения. Вставьте инфинитив в нужной форме и переведите предложение на русский язык.
I want our clients … only goods of best quality. (to offer)A. to have offered C. to have been offered E. to offer
B. to be offered D. to be offering F. to have been offering
When I was leaving the office, he pretended … . (to work)A. to work C. to be working E. to have worked
B. to be worked D. to have been worked F. to have been working
Our company is said … the most successful in the market. (to be)A. to have been C. to be being E. to be
B. to have been been D. to have been being F. to be been
Задание 2. Перепишите предложения, поставьте частицу to, где необходимо. Объясните причину отсутствия частицы to. Переведите предложение на русский язык.
We were made … launch a new advertising campaign under the huge pressure. You always have … learn marketing and advertising, because it’s constantly changing. We need a new employee who can … work under the pressure.Задание 3. Перепишите предложения. Измените их используя Infinitive вместо подчёркнутых слов. Переведите полученное предложение на русский язык.
Our company was the first who understood the necessity in a new product. We were glad when we knew that we won the customers’ sympathy prize this year. There was no time when he could finish his work.Задание 4. Перепишите предложения. Замените сложные предложения или группы предложений простыми предложениями с инфинитивным оборотом Complex Object. Переведите полученное предложение на русский язык.
1. They are the leading company in this particular niche. I knew it.
2. The best practice is experience. People say it.
3. Our new employee is an experienced sales manager. We’d like it.
Задание 5. Перепишите предложения. Закончите их, используя "for-to-Infinitive Construction". Переведите предложение на русский язык.
This is the press release (you; to write). These are the flyers (all the participants; you; to handle in). This is the advertising campaign (about a new product; our team; to launch).Грамматика: Participle. Forms and Functions. Participial Constructions
Gerund. Gerundial Construction
Задание 6. Выберите правильный вариант перевода выделенной части предложения. Переведите предложение на русский язык.
Some girls are spending so much time shopping for new shoes and dresses that they become true shopaholics.A. скупая C. купленный
B. скупившийе D. покупающий
We spend most of the time trying to make something new and really creative to promote our goods.A. попытавшись C. пытающийся
B. пытаясь D. пытавшийся
There were some managers working on a new advertising campaign right now.A. работая C. работавшие
B. работающие D. отработав
Задание 7. Перепишите предложения. Замените выделенную часть предложения соответствующей формой Participle I. Переведите полученное предложение на русский язык.
All the elements, which work together, create the brand’s values.A. having worked B. working C. being worked
When a manager is doing a paperwork, it is important to remember to do everything on timeA. doing B. Being done C. Having done
When a new product is launched by the company, it is important to promote it for better sales.A. Finishing B. Being finished C. Having finished D. Having been finished
Задание 8. Перепишите предложения. Вставьте Participle I или Participle II. Переведите предложения на русский язык.
Advertising agencies … with companies only from one field are usually in disadvantage. (to deal) Some very large agencies were notorious for getting the client’s money up front, … the space and then hanging on to the money until the very last moment to cream off the interest. (to book) … in marketing and advertising business is very hard because of huge competition. (to work)Задание 9. Перепишите предложения. Определите, чем является выделенное слово: Participle I, Gerund, Verbal Noun. Переведите предложение на русский язык.
There is no reason in advertising campaign unless a company wants to promote its product. This quiz will help you to become more familiar with advertising terms while surfing the Internet. Working hard is the best way to succeed in competition.Задание 10. Перепишите предложения, подчеркните герундиальные обороты. Переведите предложения на русский язык, обращая внимание на форму герундия.
I don’t mind my computer being shared with another manager, but we should use passwords. Advertisers approve of senior sales managers’ giving their opinion on the purchased goods. I can’t stand preparing press releases, it’s boring and time consuming.Задание 11. Прочитайте текст.
Advertising and the media.
Advertising is a source not only of extra revenue for media owners but also of extra costs. The costs of gaining advertisers in a publication can be prohibitive to a new medium. Media owners need to promote heavily to keep raising up. TV has increased public relations and on-air marketing of programs, heavily selling bonk-busters such as The Camommile Lawn, to generate tabloid newspaper interest. Hiring a sales force, advertising to advertisers in the trade press, producing documents such as media packs and running conferences and exhibitions and awards, as well as a separate production team to produce the ads – these are all substantial costs to meadia owners. Radio, cinema and TV contractors provide material for local advertisers to produce commercials. Though newspaper groups have reduced costs by breaking the unions, costs in other areas have increased. In the case of the Telegraph the sales and marketing and circulation department’s salaries account for around 40% of the group’s total salaries bill. The increased promotional spends of News International and most of the national newspaper groups acted as a disincentive for new entrants. The Sunday Correspondent was unable to keep spending money to keep up with the rest of the field and closed after several attempts at refinancing. The Independent went down a similar though longer route, by bringing in Spanish and Italian financers and finally selling out to Mirror Group Newspapers. The Observer was sold to the Guardian because of the drain on Tiny Rowland’s resources. Some media are more dependent on advertising than others. The most dependent are outdoor media, commercial radio, free newspapers, and Commercial TV (though extra income is generated from the sales of production and merchandising). However, some commercial TV is hardly dependant at all on advertising. Pay TV arrived in the UK in 1989 via cable. In 1992 Rupert Murdoch introduced Pay TV to most of News Corporation’s BSkyB in the UK to offset losses and low advertising revenue. The use of subscription reduced the TV channels’ reliance on advertising and delivering ratings. The publications which are less dependent on advertising revenue are the mass circulation magazines and newspapers: tabloids get between 20% and 30% from advertising. Reliance on advertising makes the media extremely vulnerable to the fortunes of company profits and to recession. Some media are also highly dependent on certain advertising sectors. Regionals are very reliant on local classified advertisers and retails. In the north-west advertising by retailers accounts for nearly 50% of regional newspaper display revenue. In cinemas, advertising of alcoholic drinks accounts for around 40% of advertising revenues. Trade and professional magazines are totally reliant on advertising revenue for income. General Practitioner is a tabloid weekly controlled-circulation magazine which is distributed via direct mail to over forty thousand general practitioners, medical students, and pharmaceutical companies. It is highly dependent on advertising revenue from just seven drug companies who have a large influence on where editorial and advertising will appear in the magazine. Though advertising occupies “separate” slots on TV, not directly affecting editorial judgment, the need for editorial content that gains a specific type of audience for the advertiser helps to delimit the kinds of programs that are put out. In the 1960s the strength of the mass brands and the unique position of ITV as a commercial monopoly meant that there was a tendency to promote mass programming in buying ads. One buyer from 1960s said: “If ITV put on anything cultural, we avoid it like the plague, simply because of the high capital cost maintained against a vastly reduced audience”. This kind of approach has changed drastically in the 1990s, where cultural programs and those watched by AB audiences, are much more valuable to advertising buyers than mass programs which offer coverage rather than concentration. Because of competition for advertising revenue, TV programming has been structured by what people consume rather than by demographic group: travel programs, motoring programs, consumer affairs programs, food and drink programs. Some programs on the network have also aimed not only at basic demographic groups but also at attitudinal ones.
(from: The advertising handbook. Sean Brierly)
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