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1. Advertising informs consumers about the existence and benefits of products and services, and persuades to buy them. Most companies use advertising agencies to produce their advertising. They give the agency a statement of the objectives of the advertising campaign and a budget. The agency creates advertisements (or ads), and develops a media plan specifying which media – newspapers, magazines, the Internet, radio, television, cinema, posters, mail, etc. – will be used and in which proportions.
2. It is always difficult to know how much to spend on advertising. Increased ad spending can increase sales, but many companies just spend a fixed percentage of current sales revenue, or simply spend as much as their competitors. On the other hand, lots of creative and expensive advertising campaigns, including television commercials that lots of people see and remember, and which win prizes awarded by the advertising industry for the best ads, don’t lead to increased sales.
3. Advertising is considered to be important for launching new consumer products. Combined with sales promotions such as free samples, price reductions and competitions, advertising may generate the initial trial of a new product. But traditional advertising is expensive, it doesn’t always reach the target customers. This is why the best form of advertising has always been word-of-mouth advertising: people telling their friends about good products and services.
1) Определите, является ли утверждение:
a) истинным ( true )
b) ложным ( false )
c) в тексте нет информации ( no information )
1. Advertising always reaches the target customers.
2. Lots of creative and expensive advertising campaigns don’t lead to
increased sales.
3. Companies won’t use advertising in a few centuries.
2)Прочитайте абзац 1 и ответьте на следующий вопрос:
What do most companies give to advertising agencies?