WHAT DOES IT TAKE TO BECOME AN AD MANAGER?
Most advertising professionals enjoy the work they do, because the excitement of developing strategies for competing in a tough marketplace, the challenge of creating breakthrough communications, and the satisfaction of seeing the final ad in print or on television offer great reward indeed. And the gratification of being involved in a glamorous end of the business world can be combined with high earnings, too – often enough, while the advertising practitioner is still quite young. Since personal talent and ability are so crucial for the business of advertising, the rigid seniority system found in the industries is uncommon.
The ad manager's various roles call for a person with a high degree of advertising expertise and professionalism. Some qualities that tend to make successful ad managers are sales ability, enough sophistication to view a proposed campaign and make a skilled appraisal of its likelihood of success, sound planning and managerial skills, quantitative ability, a keen understanding of all marketing functions, and a personal flair for diplomacy. Some traits usually associated with less successful advertising managers are personal insecurity, reflected in arbitrary martinet-type decision making or even worse, a willingness to change direction with every corporate whim; and a need to claim all the credit for advertising successes (though a lot of other people helped, and everyone knows it) and blame the "dumb agency" for every problem. In other words, an effective ad manager must be able to determine what kind of advertising will work for the company and know where to take a stand on it.
The survey was made to find out, among other things, what professionals really thought it takes to be successful in advertising and what advice they would give to young people seeking an advertising career. There is a prevalent feeling that the future lies not with the marketing/communications expert, well versed in all aspects of this very varied field. But the most important attributes for a successful ad man are initiative and aptitude for planning campaign strategy … and writing courses are the best subject you can take.
1. What other qualities, knowledge, skills are necessary for an ad manager to be a success? Defend your point of view.
T E X T 7
CONSUMER BEHAVIOUR FROM THE ADVERTISING PERSPECTIVE
Because their job is to match people and products, advertisers are keenly interested in consumer buying behaviour. The objectives of consumer advertising are to motivate, modify, or reinforce consumer attitudes, perceptions, beliefs, and behaviour. This requires the effective blending of the behavioral sciences (anthropology, sociology, psychology) with the communicating arts (writing, drama, graphics, photography). The behavioral characteristics of large groups of people give directional force to advertising aimed at those groups. Thus, advertising uses trends in mass-consumer behaviour to create fashion or habit in specific consumer behaviour.
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Social scientists have developed many sophisticated theories of consumer behaviour. They have given the marketing community a wealth of data and a variety of theoretical models to explain the sequence of behaviours involved in making a purchase decision. For our purposes, we shall look at this information from the viewpoint of the advertiser.
The primary mission of advertising is to reach prospective customers to influence their awareness, attitudes, and buying behaviour. To do this, an advertiser must make the marketing communication process work at its highest level of efficiency.
The moment a medium delivers an ad message to the consumer, his mental computer runs a rapid evaluation program called the consumer decision-making process. This involves a series of subprocesses that are affected by a variety of influences.
First, three personal processes govern the way the consumer discerns raw data (stimuli) and translates them into feelings, thoughts, beliefs, and actions. These include the perception, the learning, and the motivation processes. These processes determine how consumers see the world around them, how they learn information and habits, and how they actualize their personal needs and motives.
Second, an advertiser needs to understand how the consumer’s mental processes and behaviour are affected by two sets of influences. Interpersonal influences on consumer behaviour include the consumer's family, society, and culture. Nonpersonal influences—factors often outside the consumer's control— include such things as time, place, and environment. All of these further affect the personal processes (perception, learning, motivation) mentioned above.
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After dealing with all these processes and influences, the consumer faces the pivotal decision, to buy or not to buy? But taking that final step typically requires yet another process, the evaluation of selection alternatives—where brands, sizes, styles, and colours are chosen. And even if the purchase is made, the consumer’s postpurchase evaluation will have a dramatic impact on all his subsequent purchases.
Like the marketing communication process, the decision-making process is circular in nature. The advertiser who understands this process can develop messages that are more capable of reaching and being understood by consumers.
1.Explain, in your own words, why advertising people must understand the complexity of human behaviour.
2.What three processes is consumer behaviour governed by?
3.Explain your understanding of perception, learning and motivation.
T E X T 8
PUBLIC RELATIONS
Public relations (PR) is a term that is widely misunderstood and misused to describe anything from selling to hosting, when in fact it is a very specific communications process. Every company, organization, association, and government body deals with groups of people affected by what that organization does or says. They might be employees, customers, stockholders, competitors, suppliers, or just the general population of consumers. Each of these groups may be referred to as one of the organization's publics. The process of public relations manages the organization's relationships with these publics.
Companies and organizations know they must consider the public impact of their actions and decisions because of the powerful effect of public opinion. This is especially true in times of crisis, emergency, or disaster. But it is just as true for major policy decisions concerning changes in business management, pricing policies, labor negotiations, introduction of new products, or changes in distribution methods. Each of these decisions affects different groups in different ways. Conversely, effective administrators can use the power of these groups' opinions to bring about positive changes.
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In short, the purpose of everything labeled public relations is to influence public opinion toward building goodwill and a positive reputation for the organization. In one instance, the PR effort might be to rally public support; in another, to obtain public understanding or neutrality; or in still another, simply to respond to inquiries. Well-executed public relations is a long-term activity that molds good relationships between an organization and its publics.
Many firms use public relations activities such as publicity (news releases, media advertisements, feature stories) and special events (open houses, factory tours, VIP parties, grand openings) as supplements to advertising to inform various audiences about the company and its products and to help build corporate credibility and image.
Advertising is generally described as openly sponsored and paid for media communications between sellers and buyers. Certainly, like public relations, the purpose of advertising is to affect public opinion. However, this is normally accomplished through the open attempt to sell the company's products or services.
Public relations activities, like product advertising, may involve media communications, but these communications are not normally openly sponsored or paid for. Usually they take the form of news articles, editorial interviews, or feature stories. One means of relaying a public relations message, though, is through corporate advertising.
Public relations is less precise than advertising. Advertising can be strictly controlled so that its reach and impact can be charted in advance, but public relations communications are not so easily quantifiable: "PR's results depend more on the experience, ingenuity, and tenacity of the people engaged in its day-to-day execution." Although PR communications may be less controlled than advertising, such communications often have greater credibility.
1.Differentiate between PR and advertising. Give your own examples of both.
Ex.9. Read the following passage attentively. Fill in the gaps with the words publicity, advertising or public relations .
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The terms … and … are often thought of as being synonymous. Or even worse, … is often called “free … .” The simplest explanation for the difference between the two is this: with … , you’re saying good things about yourself in media space you’ve paid for, whereas with … , someone else is saying those good things about you in space that can’t be bought at any price.
You might have hard time finding … pros who cal themselves marketers. Most will firmly declare, “We are communicators and … people, not marketers.” If they’d only think about it for a minute, they would realize that communications and … together (with … being the most visible part of …) make up one of the biggest components of marketing. …and … practitioners need to recognize that they are part – a very large part – of the marketing process. And they are capable of substantially increasing marketing returns by increasing the value of the … attained. But they can only do this if their client’s message is as fully integrated throughout … efforts as it is throughout all of the client’s …, direct marketing, and promotion operations.
Also confusing is when … professionals give … the alias of ‘…’ and vice versa. … is the information activity of … . But … plays a part in …, promotion, and all forms of communication. … is a great deal more than … . It is employee relations, community relations, sponsorships, the tone of an ad or a direct-mail letter, the attitude portrayed by a business, and the way a company’s people greet the public in person and on the phone.
Ex.10. The key-words of the following text are the derivatives to the word advertise. Use them to fill in the gaps.
Usually we speak only about the … of commercial organizations. But nonprofit organizations also … . The government, charities, trade associations, and religious groups, for example, use the same kinds of creative and media strategies as their counterparts in the for-profit sector to convey messages to the public. But unlike commercial …, whose goal is to create awareness, image, or brand loyalty on the part of consumers, noncommercial organizations use … to affect consumer opinions, perceptions, or behavior—with no profit motive. While commercial … is used to stimulate sales, noncommercial … is used to stimulate donations, to persuade people to vote one way or another, or to bring attention to social causes.
If a specific commercial objective for a new shampoo is to change people's buying habits, the analogous noncommercial objective for an energy conservation program might be to change people's activity habits, such as turning off the lights. The latter is an example of demarketing, which means the … is actually trying to get consumers to buy less of a product or service.
Read the text once again. Summarize its content in 3-4 sentences. Explain, in your own words, the meaning of the words in bold.
Ex..11. Make up the sentences. Put them down into your note-books. The first word of each sentence is given to you.
1. N.W. Ayer, in1877, to offer, the nation’s, ad, agency, oldest, established, clients, ‘full service’, was. 2. ‘Full service’, using, artists, and, to create, preparing, an advertising, writers, plan, the ads, means, producing, them, and, staff, writers, placing. 3. So the “agent”, the way, had, from, the publication, of, as, space, shifted, all, the interests, salesman, the needs, to serving, the advertiser, of, serving. 4. And publications, more, just, now, included, than, newspapers. 5. A young, named, had, the foresight, that, should, advertising, man, advertising, to realize, J.Walter Thompson, literary, sell, magazines, space. 6. By the turn, Ladies Home Journal, general, he, of, compilation, the century, Harper’s, women’s, and, magazines, had,Cosmopolitan, an exclusive, “List of Thirty”, developed, including, and. 7. This move, brought, industry, media, truly, Thompson’s part, national, into, the advertising, on.
Read the text that you have just written down. What is it about?
Ex. 12. Insert the appropriate words.
Action, static, value, top, preceding, aware, percentage, creating, product, advertising, pyramid, unawareness, objective, coupon, comprehension, desire, conviction, information, company, additional.
The Advertising Pyramid: A Guide to Setting Objectives
A simple way to understand the tasks … can perform is to think of advertising as building the … . Before a new … is introduced, prospective customers live in a desert of … totally oblivious to the product's existence. The first … of any advertising, therefore, must be to lay the foundation of the pyramid by … an awareness block—to acquaint some portion of those unaware people with the …, good, service, or brand.
The next task, or level of the pyramid, is to develop the … block—to communicate enough information so that some … of that foundation group is not only … of the product but also recognizes it purpose and perhaps some of its features.
Next, advertising needs to communicate enough … about the product and its features to persuade a certain number of people to believe its … . This is called the … block. Of those who become convinced, some can be moved to the next block of people who actually … the product. And finally, after all the … steps have been accomplished, a certain percentage of those who desire the product will reach the … of the pyramid, the … block. These people may request … information, send in a …, go to a store to see the good, оr even purchase it.
At this point, it's important to understand that our pyramid is not … .
Ex. 13. Logically organize the following sentences to make up the text. The first sentence is given to you.
1. Advertising is a natural outgrowth of the marketing plan.
2.Or they may be expressed in terms of generating inquiries, coupon response, or attitude change.
3. The advertising (or creative) strategy is determined by the advertiser’s use of the creative mix.
4. The target audience includes the specific groups of people the advertising will address.
5.The advertising plan is prepared in much the same way as the marketing plan.
6.The product concept refers to the bundle of product-related values the advertiser presents to the customer.
7.It includes a section on analysis, advertising objectives, and strategy.
8 The communications media are the vehicles used to transmit the advertiser’s message.
9.Advertising objectives may be expressed in terms of moving prospective customers up through the advertising pyramid (awareness, comprehension, conviction, desire, action).
10.The creative mix is composed of the target audience, product concept, communications media, and advertising message.
11.One way for small companies to accomplish the marketing and advertising planning task is to work from the bottom up – taking an ingenious tactic and building a strategy around it.
Ex. 14. Render the following definitions into English.
1. Advertising -- доставка платных, стимулирующих сбыт сообщений большому для создания рекламы и количеству потенциальных покупателей с помощью средств связи, таких как телевидение, радио, журналы, афиши.
2. Advertising agencies – фирмы, которые быть наняты покупки рекламных средств.
3.Advertising media –любые способы донесения рекламных сообщений до населения.
4. Agent –посредник, сводящий вместе продавцов и покупателей и не вступающий в имущественные права по отношению к продаваемым товарам и услугам.
5. Commercial puffery – утверждение, сделанное в рекламе, которое невозможно доказать, но тем не менее не вводящее в заблуждение потребителя. Например, использование в рекламе утверждений такого рода, как «Вы никогда не забудете!» с юридической и научной точки зрения неверно, но, с другой стороны, каждому понятно, что имеется в виду.
6. Communication methods – одна из трех составных частей, отражающих стимулирование сбыта, призванная ответить на вопрос: как нужно сказать, чтобы привлечь внимание потребителя к покупке продукта. В стратегии стимулирования сбыта существует несколько методов связи с покупателем, основными из которых являются следующие: реклама, личная продажа, стимулирование продаж, связь с общественностью.
7. Coupon – жетон, дающий право на покупку товара со скидкой с цены, указанной в прейскуранте.
8. Direct action advertising – реклама, ставящая своей целью совершить продажу. Такой вид рекламы привлекает потребителя совершить покупку, предлагая скидку или дополнительные услуги.
9. Institutional advertising -- реклама, которая направлена на создание имиджа самого предприятия, а не продукта, который оно производит.
10. Public service advertising – реклама, которая ставит своей целью изменение поведения потребителей в лучшую сторону, например, отказ от курения.
11. Comparative advertising – реклама, которая упоминает конкурирующие марки. Так обычно поступают, когда пытаются связать продукт с определенным имиджем или образом жизни.
Ex. 15. Give the English equivalents to the following.
Рекламная компания; рекламная кампания; этой практике последовали другие; привлекающие взгляд объявления; журнал выходит два раза в неделю; реклама оплачена; стремятся быть убедительными; через различные каналы связи; приобретение материальных вещей вместо духовного и интеллектуального просвещения; техника убеждения; которые в противном случае никогда бы не испытали этого; принятие решения о покупке; способный быть понятым потребителем.
Ex. 16. Translate into English.
1. Они утверждают, что реклама отрицательно влияет на нашу систему ценностей.
2. Люди покупают больше, чем им нужно.
3. Сторонники рекламы утверждают, что материальный комфорт и безопасность лежат в основе дальнейшей деятельности человека.
4. Противники рекламы говорят, что реклама заставляет людей покупать вещи, которые им не нужны, играя на эмоциях.
5. Паблик рилейшнз менее контролируема, чем реклама, и вызывает большее доверие.
6. Вы должны уметь определить, какой именно вид рекламы будет работать на рекламу.
7. Он – явный сторонник строгой дисциплины.
8. Его желание меняет политику в угоду любой прихоти руководства компании – худшее из его качеств.
Ex.17. Render into English.
«Реклама на ТВ уже всех достала, и у меня есть подозрение, что она просто вредна для здоровья. Скажите, прав ли я?»
Вы абсолютно павы. Более того, реклама не только вредна для здоровья: она – вредна. Результаты исследований, опубликованные в российской прессе, буквально шокировали читателей. Оказывается, даже три часа, проведенные телевизора, значительно снижают объем оперативной памяти у человека, замедляют скорость мышления. И особенно ярко это проявляется во время передач, перенасыщенных рекламными заставками.
Психологи настаивают на том, что регулярное поглощение рекламной отравы вызывает у людей отчетливые изменения сознания. Особенно сильное воздействие телевизионная реклама оказывает на детей.
Во многих странах существует закон, ограничивающий рекламу на телевизионных каналах до 20 минут в день. У нас же рекламные вставки на ТВ отнимает неизмеримо больше времени. И хотя всем понятно, что этот рекламный дурдом построен благодаря нынешней экономической реальности, надо отдавать себе отчет, что последствия рекламного беспредела могут оказаться печальными.
Как можно ослабить негативное воздействие телепередач? Воспользуйтесь некоторыми советами психологов.
- Исследования показали, что во время программы новостей действия рекламы ослабляется. В эти минуты человек более критически воспринимает поступающую информацию. Зато рекламные ролики, встроенные в художественные фильмы (особенно в «мыльные оперы»), проникают в мозг «как по маслу».
- На голодный желудок человек воспринимает окружающее более критично, чем после сытного обеда.
- Не спите перед включенным телевизором. В это время информация продолжает поступать в мозг, намертво отпечатываясь в подсознании.
- При показе рекламы постарайтесь переключить свое внимание на другую информацию: просмотрите газету, побеседуйте с близкими либо вообще отключите на это время звук.
SPEAK AND WRITE
- Is the advertising’s responsibility to lead or to reflect the society? Why?
- Which consumer behaviour process presents the greatest problem to advertisers? Why?
- How does advertising affect your behaviour as a consumer?
- Name as many goals of advertising as you can and give examples of how they can be achieved.
- List several criticisms of advertising. Are they justified? How could you answer them?
- Explain the role advertising has played in your own socialization process.
- 7 Your boss says to you: “We don’t need to use an advertising agency. They cost too much and we can do that stuff ourselves anyway.” What arguments can you develop to support the use of an agency?
- ‘To be successful a product or service must appeal to everybody or at least to the majority of people’. Give your pros and cons.
- Does advertising manipulate us into buying things we don’t need?
- Cut out (or copy) two recent advertisements: one from a magazine and one from a newspaper. In each case, indicate which needs the ads are appealing to.
- Give two examples of recent purchases where the specific purchase situation influenced your purchase decision. Briefly explain how your decision was affected.
- Give an example of recent purchase in which you used extensive problem solving. What sources of information did you use in making the decision?
- Advertising, publicity, public relations. Differentiate. Give your own examples.
- Compare PR in business and politics.
- Can television commercials cause unhealthy levels of family conflicts? Give your reasons.
- Does advertising influence children’s values? In what way?
- Summarize the information of the Unit to be ready to speak on Advertising. Begin your work with writing of the plan.
- Choose any question (problem, topic) you are interested in and make a 7-10 minute report in class. Refer to different additional sources to make your report interesting, instructive and informative.
UNIT 6
MONEY and BANKING
MONEY
To have money is a good thing; to have a say over the money is even better.
YOUR VOCABULARY
Money
– is the coins or banknotes that you use when you buy something, or when you pay for a service.
Monetary
– means relating to money, especially the total amount of money in a country.
Monetarism
– is the control of country’s economy by regulating the total amount of money that is available and in use at any one time.
Monetarist
– means relating to monetarism.
Ex. 1. Study the following words and word-combinations. What are their Russian equivalents?
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