Translate the following into Russian:

• Despite heavy promotion new car sales rose by only 1.7% in August over the figure for August last year.

• The studio can count on an impressionable market of children — and their parents — to boost sales of video, books, toys and other merchandise associated with film. Disney took $267 million at the box office in the first four months after launching "The Lion King" in the US, but that has been surpassed by the income from merchandising.

 

Advertising ethics. What do you think? Read the text and answer

the questions that follow.

 

                                   TASTEFUL

 

Benetton's colourful jumpers may be soft and woolly, but its advertisements are not. The Italian clothes maker's autumn 1991 campaign includes an ad picturing a not-so-platonic kiss between a priest and a nun clad in old-fashioned habits. "The affirmation of pure human sentiment," says Benetton. Offensive, say outraged Catholics.

 

                                          195

 

 

Olivero Toscani, the photographer who dreams up and directs Benetton's advertising campaigns, says that the firm tries to distance its ads from boring old commercial considerations. They aim, says Mr. Toscani, to capture people's attention, provoke reflection and “break through the barrier of indifference". As Benetton's sales grew by a healthy 24% in recessionary 1990, to 2.1 trillion lire ($1.7 billion), the ads clearly sell jumpers too.

But the firm is finding that convention-breaking is a ticklish business. Its spring 1991 campaign showed a group of tombstones, one sporting the Jewish Star of David, just as the first Iraqi Scud missiles hit Tel-Aviv. Accused of exploiting death for commercial purposes, Mr. Toscani is this autumn countering with an off-putting (and full-colour) image of a gunk-covered newborn baby. The ad has already been rejected by Child, an American child-care magazine.

Benetton reckons its campaigns "address the major social issues of our time including AIDS, overpopulation, environmental problems and racial harmony." Its audience, however, often seems to miss the point. Two years ago a Benetton ad showing a black woman breastfeeding a white child created uproar among American Blacks. The company looks set for a repeat performance. One ad in this year's autumn campaign depicts an angelic-looking, white child embracing a black one whose hair has been shaped into devil's horns. Black groups are already starting to grumble.

In line with its "united colours" global philosophy, Benetton shows the same ads around the world. A campaign that backfires in one market often wins awards in others: the white-baby-black-breast ad that shocked America won awards in France and Italy. The missing link in Benetton's advertising policy may well be understanding where different countries' sensitivities lie.

 

What do you think?

 

1) What is marketing ethics?

2) What do you think people found wrong in a new-born baby advertisement? In a white-baby-black breast advertisement?

3) What would your reaction be if you saw such kind of act for clothes?

4) Do you think convention-breaking is a good thing in advertising?

5) Who should set the limits and see that: advertisement is ethicаl?

                                  

                                              196                                                             

TEXT

Read the following text and summarize the information.

 

ADVERTISING AND PROMOTION

 

The total demand for the goods or services offered by any small firm can be divided into established demand and newly created demand, sometimes called promoted demand.

Established demand is that volume of sales which comes without conscious outside promotion by the firm. People buy because they have had positive experiences with the firm's products, find the firm conveniently placed, or are attracted by the firm's appearance.

Newly created or promoted demand by contrast is the volume of sales that results from firm's engaging in various types of activities to draw people to the firm. Promoted demand customers if pleased, can become established customers. Those firms that supplement established demand with promoted demand show much better sales, volume and profits.  Almost without exception, addition advertising and promotion brings in greater sales volume.

All the activities that go into the development of sales can be grouped under the title promotion of sales. This promotion can use either direct or indirect methods. Every small firm owner should think about using some of the following types of sales promotion.

 

Direct promotion	Indirect promotion
1. advertising 2. publicity 3. displays 4. special event sales 5. manufacturer’s aids 6. personal selling 7. sales promotion campaigns	1. public relations 2. customer relations 3. customer services 4. product styling and packaging 5. community goodwill

 

Advertising can be defined as commercial messages to the public designed to inform potential and established customers and to encourage sales for the advertiser. Advertising can be either institutional (designed to sell the firm's name) or direct-action (designed to sell the firm's product or service).   

Among the media generally used in advertising are: television, radio, -news-papers, magazines, outdoor billboards, specialty advertising distribution of such items as note-books, pencils, calendars, shopping bags), public transportation, yellow pages, direct male, other media (catalogues, samples, handouts, leaflets, etc.)

 

 

197

 

 

Whenever possible, every advertising program undertaken should be in checked for its effectiveness. Some of the ways the small firms can do this are:

1. Advertise one item in one ad only. By having no references t< the    item on the sales floor and then counting the calls ant-requests, and results can be identified,

2. Place identical ads with identifying marks in two separate publications. The reader is asked to bring the ad to the firm to obtain a special prize. Count how many ads come in from each source.

3. Omit, a regular advertising project for intermittent and watch for any change in sales.

4. Check sales results when a new advertisement is placed.
Publicity has always been described as advertising that is not paid for     

It includes such things as public news items about the owner of the firm that tend to brighten the firm's image or make friends for the business.

Displays are an one-site method of sales promotion. Products that are not normally considered impulse items are often sold through an effective display in the windows or on the sales floor. Displays enable the merchant to add changes, interest, and brightness to the standard layout, and when well done can do much to increase sales.

Special events to directly promote sales have become a well established feature of most consumer goods businesses. The firm's anniversary, the firm's president's birthday, the addition of a new service for customers, the start of the spring and fall seasons, and so on can all be used as occasion to promote sales. Major holidays of course are ideal for sales.

Manufacturers' aids are any form of assistance provided by the manufacturer to small wholesalers and retailers for promoting sales. These aids may take the form of national advertising of the products involved, assignment of trained personnel to demonstrate the use of a product such as cookware in the particular store, provision of attractive window and floor displays, or monetary contributions to an advertising program.

Personal selling means all those activities and characteristics of the individual-salesperson which make successful sales. Fundamental to all good personal selling is a thorough knowledge of the merchandise, personality, human psychology are also important.

The four basic steps in making any sale have been summarized as
follows:

1. Gaining the prospective customer's attention and interest.

2. Creating desire and overcoming objections.

3. Presenting various solutions.

4. Closing the sale

Sales promotion campaigns are usually built around a central idea. The campaign may last a day, a week or even several months. It may be seasonal or associated with a business opening or anniversary, a new product, or the introduction of a new service.

 

 

                                                198

 

 

When the theme is chosen the campaign itself must be carefully planned. The list that follows outlines a number of important campaign elements: a basic promotion idea must be developed, promotion objectives should be drawn up, various elements of the campaign — advertising, display, and public relations should be studied, responsibilities should be assigned to employees, the program of the activities should be scheduled, individual promotions should be reviewed after the campaign, critiques should be written and filed for the future reference.

A firm's public relations determine its image, or popular reputation, in the community. The nature of its public relations, good or bad, is reflected in the community's attitude and goodwill toward the firm. Good public relations are cumulative net result, which is more easily destroyed than built. It is the responsibility of every person associated with the firm. Every act of the firm's representatives contributes to the overall image of the firm.

Customer relations build sales independently and also contribute to die total image of the firm. Satisfied, happy customers are the best form of advertising and promotion.

Customer services can be a part of both public relations and good customer relations. Many customers want special services and seek out firms that supply them. Examples are air-conditioned stores, night hours for shopping, credit accounts, delivery service, and lines of merchandise not generally available. Pricing policies are sometimes adjusted for particular customer groups as a part of the most valued customer services are on-time deliveries, conformity to specifications of products sold, and efficient accounting procedures.

Product styling and packaging are obvious aids in developing sales volume. When similar products are offered in various styles, customers seek choices. Packaging can be an equal attraction.

Every owner should be aware of the importance of the goodwill of the public to the firm's' success. Every proposed business policy should be first analyzed in terms of its effect upon the company's image. No firm with tarnished goodwill will be very successful in a community. Potential purchasers stay away from such firms, sales fall, service becomes more difficult to maintain, and as a result the circle gets smaller. Failure is the ultimate result.

All the sales promotion methods reflect a conviction that the customer is the most important part of any successful business. There can be no profit in the absence of constantly attract new ones are essential to continued profits and growth.

 

 

                                             199

 

Rank the following activities beginning with the most important-thing for success of a company to the least important and substantiate your point of view:

 

special event sales; manufacturer's aids; sales promotion campaigns;

public relations; displays; customer relations; customer services;

personal selling; product styling and packaging; community goodwill

 

Complete the sentences:

1) The difference between established demand and newly created
demand is ……………………………………..

2) The major types of advertising media are………………………....     

3) …………………………………….. are common examples of specialty

advertising.

4) Display is a very effective way of sales promoting because………….     

5) You should take ……………………………. into account if you engage in

personal selling.

 

DISCUSSION

1. Give examples of a really good / bad advertisement you have seen or heard. Why do you think they are good / bad? What makes a good advertisement?

2. What kind of advertisement do you pay attention to?

3. Who or what do you think should determine an advertising policy of a company?

4. What do you think about advertising ethics? Could you draw-examples of unethical advertisement?

5. Think of an advertising program for Harper & Grant. What activities would it involve and why do you think they will be worth-while?

 

200

UNIT 15