Книга: Зайцева Л. А. «Английский язык в рекламе»

Пособие включает в себя оригинальные тексты английских и американских авторов, раскрывающих существенные вопросы истории и организации рекламы, рассказывающих о значении, методах, типах рекламы, ее законах, правилах, процессе ее создания и управления.
Для студентов высших учебных заведений, а также для предпринимателей, менеджеров, бизнесменов, использующих рекламу в своей деятельности и владеющих английским языком в объеме средней школы.

Содержание:

От автора...... 5 MARKETING AND ADVERTISING...... 7 Introduction...... 7 Advertising and the Modern World...... 8 Advertising All Over the World...... 9 History...... 11 ADVERTISEMENT AS A SERVICE...... 14 The Ethical Questions...... 14 Social Benefits...... 14 ADVERTISING AS A CAREER IN THE USA...... 17 A Word of Warning...... 17 Careers in Advertising...... 18 MASS MEDIA...... 20 News Agencies...... 20 Newspapers...... 21 Periodicals...... 22 Radio...... 23 Television...... 23 METHODS OF ADVERTISING...... 25 THE ART OF ADVERTISING...... 30 Message Strategies...... 31 A Few Words about Creative Strategy...... 33 Some Final Thoughts about the Message Strategy...... 34 Creating the Advertising Message...... 36 Slogans, Logos, Type...... 38 What's Your Tone?...... 39 Some Thoughts on Color...... 40 WEB SITE DEVELOPMENT...... 43 The Attack of the Gaudy Graphics...... 43 TYPES OF ADVERTISING...... 46 Consumer Advertising...... 46 Media of Consumer Advertising...... 47 DEVELOPING AN ADVERTISING CAMPAIGN...... 50 Advertising Campaign...... 50 Identifying and Analyzing the Advertising Target...... 51 Defining the Advertising Objectives...... 51 Creating the Advertising Platform...... 52 Determining the Advertising Budget...... 52 Objective and Task Approach...... 53 Developing the Media Plan...... 53 Executing the Campaign...... 54 Evaluating the Effectiveness of the Advertising...... 54 THE ROLE OF THE ADVERTISING AGENCY OR DEPARTMENT...... 56 Who Develops the Advertising Campaign?...... 56 The Functions of Advertising Departments...... 58 1. Research...... 58 2. Media Buying...... 59 3. Creative Work...... 60 4. Production...... 61 PUBLICITY AND PUBLIC RELATIONS...... 63 Kinds of Publicity...... 64 Uses of Publicity...... 65 Requirement of a Publicity Program...... 65 Trends Impacting on Advertising and Public Relations...... 67 Conclusion...... 68 SPONSORSHIP...... 69 Increasing Popularity of Sponsorship...... 69 ADVERTISING REGULATION...... 71 In the United States...... 71 1. Government Regulation...... 71 2. Industry Regulation...... 72 In Canada...... 73 In Other Countries...... 74 The Advertising Business: Structural Diagram...... 75 BASIC DEFINITIONS...... 76 Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales...... 76 One Definition of Advertising...... 76 One Definition of Marketing...... 76 One Definition of Promotion...... 77 One Definition of Public Relations...... 77 One Definition of Publicity...... 77 One Definition of Sales...... 77 An Example of the Definitions...... 77 Some Other Definitions...... 78 MARKETING AND ADVERTISING TERMS...... 81 BIBLIOGRAPHY...... 84 ENGLISH-RUSSIAN DICTONARY...... 85

Издательство: "Издательство «Флинта»" (2017)

ISBN: 9785893498851