Advertising direct and indirect

 

Advertising tells people about products, for example in newspapers, on television in commercials, or in the street on hoardings or billboards. Advertising is often designed and managed by advertising agencies.

An advertising campaign consists of a series of advertisements, adverts or ads which are ran in various media.

Another way of telling people about products is by direct marketing, using techniques like mailings, also known as mail shots: these are often referred to derisively as junk mail.

 

 

Translate the following sentences into Russian:

• The agency lost a $15 million account for Nikeon cameras when it mistakenly ran an advert for a new product before it had formally been introduced.

• Nigel Mansell, like his car, is a moving billboard.

• The world's biggest advertising campaign rests on the denim-clad shoulders of that anonymous cowboy, the Marlboro Man.

 

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• In years past, no movie director with a shred of pride would think of dabbing in commercials. But directing TV ads has become downright fashionable even among Hollywood's biggest names.

• The Direct Mail Information Service says the money spent on postage and production of the mail shot; an estimated 750 million pounds generates around 7 billion pounds worth of business. Through the nation's letter boxes last year dropped 2.1 billion items of what is usually referred to as " junk mail ".

 

The end of TV advertising as we know it? Complete this article from the "Financial Times" with the expressions listed.

 

a)direct marketing с) campaign   e) brands

b)advertising        d) discounting f) branded

 

HEINZ DROPS TV ADVERTS IN MOVE TO DIRECT

MARKETING

HJ HEINZ, the food manufacturer that brought the British public
such memorable advertising as Beanz Meanz Heinz, is planning to create
a new slogan — Heinz Meanz (1) ……………..

Mr. Tony O'Reilly, the flamboyant chairman and chief executive of the Pittsburg-based international food group, is planning to end UK commercial television (2) ………………… for his products this year and instead concentrate on (3) ………………………….................

Mr. O'Reilly, whose career in marketing took off after he created the

Kerrygold (4) …………………………… for Irish butter in his early 20s, believes the era of mass marketing is giving way to more targeted selling techniques.

The Heinz plan to give up television (5) ……………………………. would be one of the most radical marketing moves in recent years by a food manufacturer. It comes as manufacturers of (6) ……………………………. food products are facing growing competition from cheaper, own-label goods produced by supermarkets. The Heinz account is one of the longest established in television (7) ………………………

Heinz has already built up a database of 5.6 million homes in the UK that are heavy users of the company's products. Mr. O'Reilly plans to send special discount vouchers directly to those homes, thereby bypassing conventional (8) ……………………………………… media such as television and newspapers. The discount vouchers will be for individual Heinz products, such as baked beans, but also for groups of Heinz lines.

Mr. O'Reilly has decided that (9) ………………………………. is the most cost effective way of maintaining loyalty to the (10) The Heinz chief executive sees the plan as the start of a "guerrilla" campaign against the increasing power of the large supermarket groups, which, he believes, sometimes treat (11) …………………………....... products cavalierly.

 

 

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Mr. O'Reilly wants to take control of (12)  ……………………………. policy

for his (13) ………………………………………… rather than leaving it to the discretion of supermarkets. He is concerned that Heinz products are often treated as mid-market products when they should be priced and displayed as premium (14) …………………………………… If Heinz goes ahead with its plan and proves that (15) ……………………………… to its

best customers works, it could be a blow to commercial television.

Promoting the product

 

 

The promotion of a product may refer to any marketing effort to encourage people to buy it, including advertising. However, promotion is often used to refer specifically to marketing activities other than advertising: offers such as discounts, cut-price vouchers, free gifts (known informally as freebies), competitions, and displays or events at the point-of sale, the place in the retail outlet where the product is sold.

  Discounts may be given in a sale at a particular time of year such as summer or January, often to get rid of remaining stock.

Merchandising refers to the ways goods are presented at the point of sale, and more commonly, to goods such as toys and T-shirts that are produced to promote things like films or rock-groups.