B. Find the answers to the following questions in the passage given bellow. Put the passage in the correct order to form the text (use questions as the prompt)

1) Why is advertising so important?

2) What are the three generic objectives of advertisements?

3) What are the means of commercial advertising media?

4) What promotional activities support the sale of a product?

5) What is merchandising?

1 Some commercial advertising media include billboards or hoardings, printed flyers, radio, cinema and television ads or commercials, web banners, bus stop benches, magazines, newspapers, sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, and the backs of event tickets and supermarket receipts. The Internet is a new advertising medium. Any place the sponsor pays to deliver his message through a medium is advertising. Recommendation of a product by famous people is called a product endorsement. Advertising agencies often design and manage advertising. An advertising campaign consists of a series of advertisements, adverts, or ads which are run in various media. A person or business that advertises is an advertiser. Direct marketing, using techniques like mailings, (mail shots) is another way of telling people about products. These are often referred to derisively by recipients as junk/ mail.

2 Merchandising is a promotion of a product by developing strategies for packaging, displaying, and publicizing it, and more commonly, to commercial products that are developed as spin-offs from the success of a movie, TV program, sports team, or event such as toys and T-shirts.

3 Advertising is the paid communication by which information about the product or idea is transmitted to potential consumers.

In general, advertising is used to convey availability of a "product" (a physical product, a service, or an idea) and to provide information regarding the product. One of the main objectives of advertising is to stimulate demand for the product.

4 More specifically, there are three generic objectives of advertisements: communicate information about a particular product, service, or brand (announcing the existence of the produce, where to purchase it, and how to use it), persuade people to buy the product, and keep the organization in the public eye (institutional advertising).

5 The promotion includes all forms of marketing communication: including advertising, direct mail, customer service image, special events, sales, etc.

However, promotion is often used to refer specifically to marketing activities other than advertising: offers such as discounts or reduced price; a free sample, a small amount of the product to try or to taste; cut-price vouchers; loyalty cards in supermarkets and air lines, the more you spend, the more points you get; free gifts, given with the product; displays or events; the point-of-sale, the place in the retail outlet where the product is sold.

C. Read the information in more detail and decide if the following statements are true or false?

1) Advertisingis used to stimulate demand for the product.

2) There are two generic objectives of advertisements: communicate informationabout a particular product and keep the organization in the public eye.

3) Internet is not used as an advertising medium.

4) Promotion is used to refer to marketing activities other than advertising.

5) Merchandising has nothing to do with a promotion of a product.

D. Insert the italysed words into the following sentences.

printed flyers to stimulate demand web banners to deliver message advertisement a free sample cut-price vouchers to convey stickers on apples in supermarkets adverts the point of sale merchandising ads

1) Advertising is used … availability of a "product" and to provide information regarding the product.

2) One of the main objectives of advertising is … for the product.

3) Some commercial advertising media include … … ….

4) Any place the sponsor pays … through a medium is advertising.

5) An advertising campaign consists of a series of … … … which are run in various media.

6) Promotion is often used to refer to marketing activities: offers … … ….

7) Merchandisingis a promotion of a product by developing strategies.

E. Do you know what these abbreviations stand for? Search a dictionary or the Internet if necessary:AD, AIDA, U.S.P., RPI, IAA, NOAB

Reading 2: Advertising media and methods

A. Match the following words with their definitions.