Advertising and Advertisements
The importance of consumer discrimination in domestic life is clear. Induce, the evaluation and selection of manufactured items – from soap powders to cars – is an inescapable part of life in today’s society. But most people have little knowledge of the actual production of what they buy and are therefore unable to make first-hand judgements of quality. So where do ideals of value for money originate? On what basis do we discriminate between two comparable products? Ideally, judgement is based on the type and quality of materials, construction, performance, appearance and price. Often however, first-hand knowledge of these factors is not available and we rely on advertisements. The essence of advertising is persuasion. To use reasoned argument in order to persuade people to buy a particular product seems a valid form of propaganda and, indeed, could be expected to assist the process of discrimination. But the advertiser’s concern cannot be solely to assist discrimination. His appeal is therefore rarely directed towards reason alone but also towards the more emotional responses that may be triggered by associating a product with the private hopes, fears, prejudices and anxieties that beset the average human being. And if these appeals can be disguised within a reasoned argument, so much the better.
The British Code of Advertising Practice exists to protect the consumer from being deceived and misinformed by advertisements. Their slogan is “All advertisements should be legal, decent, honest and truthul” and the own advertisement they invite consumers to exercise discrimination and to report to the autorities any advertisements which do not fulfil their requirements adverrtising practice is based on.
Advertisements should not show or refer to dangerous practices or manifest a disregard for safety. Special care should be taken in advertisements directed towards or depicting children or young people.
VI. In each of the following, select the word or phrase that best completes the statement or answers the question.
1. Which one of the following media is usually the most expensive?
a) radio
b) newspapers
c) outdoor advertising
d) television
2. When designing an advertising layout, you should use
a) large headlines since big print is easy to read
b) as many ideas as possible since space is expensive
c) a series of elements which draw attention to a regular pattern
d) startling proportions so that the advertising attract attention
Lesson 6
I. Act out dialogues on the basis of the following situation:
You’ve just visited the industrial centre of the exhibition in Glasgow and interested in the Diesel Locomotive. Tell the Sale Manager of the British Company about your impressions of these diesel locomotives.
II. Write 2 letters in accordance with the given assignments.
1. Inform the firm that you are the Buyers of diesel equipment and you would like to receive their leaflets and quotation.
2. Letter in connection with on enquiry for catalogues on machine-tools. The Catalogue is of considerable interest to you. You ask to send you detailed descriptive literature relating to these machines.
III. Draw up a draft contract, concerning the purchase of computers.
IV. Translate these sentences into English:
1. Вони зацікавлені у купівлі двигунів.
2. Товари цієї іноземної компанії конкурентоспроможні.
3. Наш менеджер веде переговори з приводу продажу і купівлі приборів з діагностики локомотивів.
4. Ваша компанія буде приймати участь у виставці, яка буде проходити у Києві.
V. Translate this text into Ukrainian
Franchising
Good planning, financing and management are essential to any type of small firm. This is true whether the firm is a franchisee, a newly created firm, or an established firm under new ownership. That franchisees have a lower failure rate than other new small businesses is due in most cases to the managerial assistance provided by the franchisors. Failures can occur in any type of small firm when management does not apply continued good practice in the operation of the firm.
Franchising became very popular in the decade of the 1970s, and this growth has continued in the 1980s. Franchising is basically a system for distributing products or services through associated resellers. The franchise gives rights to the franchisee to perform or use something that is the property of the franchisor. The parent company is the franchisor. The small business owner who buys a franchise is the franchisee.
The objective of franchisees is to achieve efficient and profitable distribution of a product or service within a specified area. Both parties contribute resources. The franchisor contributes a trademark, a reputation, known products, managerial know-how procedures, and perhaps equipment. The franchisee invests capital in the purchase of the franchise and provides the management of the operation in accordance with rules set down by the franchisor. Marketing procedures may be specified, and a common identity is established.
Most franchises can be classified into one of the three categories that follow: straight-production-distribution franchises, product – license franchises, trade-name franchises.
Under straight-product-distribution franchise franchisors merely supply the franchisees with their products in salable form and the franchisees sell them in that same form.
In product-license franchise the franchisees use the franchisor`s name but manufacture their products to comply with the franchisor`s requirements.
Under trade-name franchise the franchisor licenses its trade name to the franchisee but seldom exercises any control over the product or service being marketed.
VI. In each of the following, select the word or phrase which best completes the statement or answers the question.
1. A franchised business is owned by
a) government
b) franchisor
c) stockholders
d) franchisee
2. A franchise business does not have to be
a) large
b) a fast-food operation
c) expensive
d) all of these
3. Franchises include all of the following kinds of business except
a) retailing
b) wholesaling
c) government services
d) manufacturing
Примітка:
franchisee – торгівельне підприємство, що має право торгувати продукцією індустріального підприємства на пільгових умовах;
franchisor – компанія, яка має патент на діяльність
franchise – франшиза, особливе право, особливий контракт
Тексти для позааудиторного читання
Supplementary Readings advertising
Advertisingcollective term for public announcements designed to promote the sale of specific commodities or services. Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple, straightforward notices in the classified-advertising columns of newspapers to the concerted use of newspapers, magazines, television, radio, direct mail, and other communications media in the course of a single advertising campaign. From its unsophisticated beginnings in ancient times, advertising has burgeoned into a worldwide industry. In the U.S. alone in the late 1980s, approximately $120 billion was spent in a single year on advertising to influence the purchase of commodities and services.
American advertising leads the world not only in volume of business but in the complexity of its organization and of its procedures. For these reasons, this article deals primarily with advertising in the U.S. Modern advertising is an integral segment of urban industrial civilization, mirroring contemporary life in its best and worst aspects. Having proved its force in the movement of economic goods and services, advertising since the early 1960s has been directed in increasing quantity toward matters of social concern. The continuing cancer and antidrug abuse campaigns are only two examples of the use of the advertising industry as a means to promote public welfare.
Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade journals and other media.
Both consumer and trade advertising employ many specialized types of commercial persuasion. A relatively minor, but important, form of advertising is institutional advertising, which is designed solely to build prestige and public respect for particular business concerns as important American institutions. Each year millions of dollars are spent on institutional advertising, which usually mentions products or services for sale only incidentally.
Another minor, but increasingly popular, form of advertising is cooperative advertising, in which the manufacturer shares the expense of local radio or newspaper advertising with the retailer who signs the advertisement. National advertisers occasionally share the same space in magazine advertising. For example, makers of pancake flour, of syrup, and of sausages sometimes jointly advertise this combination as an ideal cold-weather breakfast.
Advertising may be local, national, or international in scope. The rates charged for the three different levels of advertising vary sharply, particularly in newspapers; varying rates are set also by newspapers for amusement, legal, political, financial, religious, and charitable advertisements.
Media
Advertising messages are disseminated through numerous and varied channels or media. In descending order of dollar volume, the major media in the U.S. are newspapers, television, direct mail, radio, magazines, business publications, outdoor and transit advertising, and farm publications. In addition, a significant amount of all U.S. advertising dollars is invested in miscellaneous media, such as window displays, free shopping-news publications, calendars, skywriting by airplanes, and even sandwich boards carried by people walking the streets.
In the U.S. a wide range of advertising media has been developed from sources whose potential importance formerly was ignored. Delivery trucks, once plainly painted, now often carry institutional or product messages, as do many shipping cartons. Some packages carry advertising for products other than those contained in them. Wrapping paper and shopping bags bearing advertisements are also means of advertising that are used widely by retail stores.
Newspapers have traditionally led all other media in the U.S. in terms of dollars invested in advertising; despite the popularity of radio and television, the daily papers have maintained a comfortable lead. Thus, in 1987 newspapers received about 27 percent of the advertising investment in the nation, totaling more than $29.4 billion from local and national advertisers. In second place was television, with about 21 percent or approximately $23.5 billion. More than $19 billion was invested in direct mail. Radio received approximately $7.2 billion, and magazines got about $6 billion.
Зразки ділового листування
Kyiv, 18th August, 20...
Dear Sirs,
M/V "Svetlogorsk" Order No. 2331
We confirm our telephone conversation of this morning during which we informed you that you had omitted to enclose with your letter of the 15th August the invoice for the goods shipped by M/V "Svetlogorsk" against Order No. 2331.
Please send us the invoice by air-mail.
Yours faithfully,
____
London, 18th August, 20...
Dear Sirs,
Order No. 2331
With reference to our conversation by telephone today with Mr. M. G. Petrov, we regret that through a clerical error our invoice for the goods shipped by M/V "Svetlogorsk" was not enclosed in our letter to you of the 15th August.
We are sending you the invoice herewith and apologize for the Ijmconvenience you have been caused.
Yours faithfully,
______________
Enclosure.
____
Sheffield, 16th November, 20...
Dear Sirs,