Coca-Cola and Its Advertising. John S. Pemberton invented Coca-Cola in 1886

John S. Pemberton invented Coca-Cola in 1886. His partner sug-

gested (to make) an advertisement for the drink that very year. In 1888,

Asa Candler bought the Coca-Cola business and decided (to build) the

product known through signs, calendars and clocks. The company be-

gan (to run) its global network in 1923. The company succeeded in (to

transform) Coca-Cola into a truly international product by (to set up) a

foreign department.

Coca-Cola’s advertising has always attempted (to reflect) changing

contemporary lifestyles. (To create) an international advertising cam-

paign requires the talents of professionals in many areas and expensive

research and testing are always done before (to decide) which advertise-

ment will finally be used.

After (to return) Diet Coke in 1982, the company saw its sales grow

quickly. The drink is now the third most popular in the world. In 1985,

the company tried (to change) the secret formula of Coca-Cola, but real-

ized that Americans were very attached to the original recipe. The com-

pany listened to its consumers and quickly responded by (to launch) the

original formula to the market as “Coca-Cola Classic”. Today people in

more than 160 countries around the globe enjoy (to drink) Coca-Cola.

The company intends (to expand) its global presence even further in the

twenty-first century, particularly in developing markets.

17.* Render the following passage in Russian (10–12 sentences) focus-

ing on key vocabulary.

Lots of people pretend that they never read advertisements, but this

claim may be seriously doubted. It is hardly possible not to read adver-

tisements these days. And what they often are, too! Just think what a rail-

way station or a newspaper would be like without advertisements. Would

you enjoy gazing at a blank wall reading railway bye-laws while waiting

for a train? Would you like to read only closely-printed columns of news

in your daily paper? A cheerful, witty advertisement makes such a differ-

ence to a drab wall or a newspaper full of the daily ration of calamities.

We must not forget, either, that advertising makes a positive contribu-

tion to our pockets. Newspapers, commercial radio and television com-

panies could not subsist without this source of revenue. The fact that we

pay so little for our daily paper, or can enjoy so many broadcast programs

is due entirely to the money spent by advertisers.

Another thing we mustn’t forget is the “small ads”, which are in virtu-

ally every newspaper and magazine. What a tremendously useful service

they perform for the community! For instance, you can find a job, buy or

sell a house, announce a birth, marriage or death in what used to be called

the “hatch, match and dispatch” columns. No other item in a newspaper

provides such entertaining reading or offers such a deep insight into hu-

man nature. It’s the best advertisement for advertising there is!

18.* Render the following passage in English (10–12 sentences) using

active vocabulary.

Под термином «рекламная кампания» мы будем понимать комп-

лекс рекламных мероприятий, связанных единой концепцией и

рекламной идеей, направленных на достижение конкретной мар-

кетинговой цели в рамках маркетинговой стратегии рекламодателя.

Рекламные кампании отличаются разнообразием. Из множес-

тва их возможных классификаций целесообразно выделить сле-

дующие:

· по преследуемым целям (поддержка конкретного товара, фор-

мирование благоприятного имиджа рекламодателя и т.д.)

· по территориальному охвату (локальные, региональные, на-

циональные, международные)

· по интенсивности воздействия (ровные, нарастающие, нис-

ходящие).

В рамках ровной рекламной кампании мероприятия распреде-

ляются равномерно во времени, например, телевизионная рекла-

ма – один раз в неделю в определенный день, рекламные публи-

кации в газете – также через равные промежутки времени и т.д.

Этот тип рекламных кампаний имеет смысл при достаточной из-

вестности рекламодателя, при напоминающей рекламе.

Нарастающая рекламная кампания строится по принципу уси-

ления воздействия на аудиторию. Такой подход целесообразен

при постепенном увеличении объема выпуска рекламируемого

товара.

Нисходящая рекламная кампания является наиболее прием-

лемым ее типом при реализации ограниченной по объему партии

рекламируемого товара. По мере его реализации снижается ин-

тенсивность рекламной поддержки.

Date: 2015-12-13; view: 1291; Нарушение авторских прав