Практикум Рекомендовано методической комиссией факультета международных отношений для студентов ннгу, обучающихся по специальностям 030201 «Политология», 032401 «Реклама» и направлению подготовки 030200 «Политология»

ФЕДЕРАЛЬНОЕ АГЕНТСТВО ПО ОБРАЗОВАНИЮ

Практикум

Нижний Новгород

1. 
   What is a campaign? What examples of a campaign do you know?
   
2. 
   What is an advertising campaign?
   
3. 
   What are the main objectives of an advertising campaign?
   

1. 
   The advertising target is the main objective of an advertising campaign.
   
2. 
   It is of vital importance to determine and study the advertising campaign.
   
3. 
   The main steps in developing an advertising campaign depend on the main features of an advertised product.
   
4. 
   Necessary information for a campaign includes geographical, social and financial position of the target group.
   
5. 
   The success and effectiveness of an advertising campaign depend on the money the advertisers are paid for their work.
   
6. 
   Aims of an advertising campaign must be determined accurately.
   

1. 
   What is the advertising target?
   
2. 
   Why is it critical to identify and analyze an advertising campaign?
   
3. 
   A number of research ventures into the area of developing an advertising campaign have become less, haven’t they?
   
4. 
   What is the aim of analyzing advertising targets?
   
5. 
   What information is necessary for an information base?
   
6. 
   What does the effectiveness of an advertising campaign depend on?
   
7. 
   What is the role of precision and measurability in defining advertising objectives?
   
8. 
   What should advertising objectives contain?
   
9. 
   What should an advertising objective specify?
   
10. 
    Why is it so important?
    

• 
  to be intended
  
• 
  to examine in detail in order to discover meaning, essential features
  
• 
  to state smth in an exact and detailed way
  
• 
  very important because what happens in the future depends on it
  
• 
  to work out the most important part containing facts and details that tell you smth about a situation, person, event, etc
  
• 
  a particular place or position, especially in relation to other areas, buildings, etc
  
• 
  smth useful that is made in a factory, grown or taken from nature and that is trying to be more successful and of a better quality
  
• 
  to get a lower possibility of success
  
• 
  the ability of being measured
  
• 
  smth that is used as a standard by which other things can be judged or measured
  
• 
  to decide officially to give smth to smn or use smth for a particular purpose
  
• 
  happening or existing now but not expected to last for a long period of time
  
• 
  to carefully consider the produced result, intended or wanted, to see how useful or valuable it is
  
• 
  to achieve a goal
  
• 
  part of the market which a plan or idea is aimed at
  

• 
  to analyze - to examine - to research - to learn
  
• 
  to specify - to define - to find out - to determine
  
• 
  critical - essential - common - significant
  
• 
  to allot - to assign - to apply - to allocate
  
• 
  to aim at - to intend - to aspire - to stand idle
  
• 
  efficient - resultant - bootless - effective
  
• 
  to estimate - to disburse - to assess - to evaluate
  

1. 
   The group of people toward which the ___ is ___ is called ___ ___.
   
2. 
   The main steps of ___ ___ are ___ and ___ the advertising target.
   
3. 
   The fact that companies are becoming more interested in understanding their customers or ___ ___ increased a number of ___ ___ into this area.
   
4. 
   Advertisers are aimed at ___ ___ ___ and developing an ___ for a campaign.
   
5. 
   The campaign ___ ___ ___ ___ if the advertising target is not ___ and ___.
   

1. 
   Важными шагами в разработке рекламной кампании являются анализ и определение основных потребностей целевой аудитории.
   
2. 
   Для лучшего и более эффективного анализа целевой аудитории необходимо создать информационную базу.
   
3. 
   Информационная база включает в себя данные о местоположении, распределении достатка, пола, образования, а также частоте использования рекламируемых и конкурирующих продуктов.
   
4. 
   В целом, успех рекламной кампании зависит от того, насколько эффективно определены и проанализированы цели рекламной кампании.
   
5. 
   Что касается целей рекламной кампании, то основными факторами в их определении являются точность и измеримость.
   

1. 
   What do particularly advertisers analyze and identify while developing an advertising campaign?
   
2. 
   Necessary information for information base includes the basic date about the target groups. Why is it so essential to know this information?
   
3. 
   Comment on the following sentence: ‘Advertising objectives should be stated clearly and precisely.’ What is the role of precision and measurability in evaluating the effectiveness of a campaign?
   

• 
  to be aimed at
  
• 
  an advertising target
  
• 
  to identify
  
• 
  to analyze
  
• 
  to develop a campaign
  
• 
  advertising objectives should be stated clearly and precisely
  
• 
  precision
  
• 
  measurability
  
• 
  to evaluate advertising success
  
• 
  to contain benchmarks
  
• 
  to give the current position or condition of the firm
  
• 
  to allot the time of the achievement
  

1. 
   What do you understand by an advertising platform? What are the components of it?
   
2. 
   How much money should be spent on advertising? What factors should be taken into account?
   
3. 
   What factors are involved in the execution of an advertising campaign?
   

1. 
   The basic issues of an advertising campaign are …
   
2. 
   One of the best ways to determine the issues is …
   
3. 
   An advertising platform is based on …
   
4. 
   The advertising appropriation is …
   
5. 
   It is hard to decide how much … because there is no way to …
   
6. 
   Such factors as … affect a firm’s decision about how much to appropriate for advertising.
   
7. 
   The execution of an advertising campaign requires …
   
8. 
   Such people and organizations as … are involve in the execution of a campaign.
   
9. 
   Implementation requires … to ensure …
   
10. 
    It is important to … to be sure that a campaign … effectively.