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Task I. Match the information in column A with the corresponding information in column B.
A B
1) Be careful of automatically addressing a a) good friends and family members .
person in English
2) The German culture is considered to be b) be very careful when crossing streets
without traffic lights.
3) Hugging and kissing on both cheeks are c) if you don’t speak German.
common only among
4) Since German drivers will not always d) “ a middle hierarchical” culture.
stop for you
5) Pushing, shoving and other displays of e) a comfortable distance of at least 2 ft
impatience in queues between them.
6) People in conversation typically maintain f) are not uncommon.
Task II. Read the text, find the following words and expressions and translate them, check their pronunciation with the vocabulary.
May feel offended, resentment, the office environment, to indicate, to wait patiently, population density, aggressive, society, to maintain, supermarket.
ADVERTISING
It is a well-known fact that advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them.
Large companies could easily set up their own advertising departments, but they tend to hire the services of an advertising agency. The client company in the first place decides on its advertising budget, the amount of money it plans to spend in developing its advertising and buying media time or space. Next it provides a brief or a statement of the objectives of the advertising, and finally it gives an overall advertising strategy concerning what message is to be communicated. The choice of how and where to advertise (newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings (GB) or billboards (US), point-of-purchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a media plan. The advantages and disadvantages of each medium must be weighed up because each medium has its own characteristics and covers different areas of a potential market. More than that when a firm has selected the means of delivering the message it must decide on the number of times the advert should be displayed.
The set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement is known as the target market.
In general the advertising of a particular product or service during a particular period of time is called an advertising campaign.
Favourable mentions of a company's products or services, in any medium read, viewed or heard by company's customers or potential customers that are not paid for, are called publicity.
Task I. Translate the following words and word combinations into Russian.
Benefits of services and products; to persuade; to set up; in the first place; the objectives of the advertising; an overall strategy; hoarding; a potential market; message; an advertising campaign.