Exercise 6. Answer the questions.

1. What can you tell about time and space limits in advertising?

2. Why does advertising often break the rules of grammar, image and society?

3. What parts does an advertisement have?

4. What does the advertiser take into account presenting the sales message?

5. Why is a photograph an efficient advertising technique?

6. What are the two basic ways of presenting a sales message?

7. How do TV commercials differ from ads in magazines or newspapers?

8. Is emotional presentation often used in effective ads?

9. What needs does the ad with emotional presentation focus on?

10. What will you as a professional advertising agent tell the viewers who are annoyed by the aggressively increasing TV advertising?

 

Exercise 7. Match the words to their corresponding definitions:

1) support goods; 2) word-of-mouth promotion; 3) rack jobber; 4) truck jobber; 5) utility; 6) retailer advertising; 7) retailer; 8) push strategy; 9) pull strategy; 10) wholesaler; 11) sales promotion; 12) trade advertising; 13) shopping goods and services.

a) use of promotional tools to motivate consumers to request products from stores;

b) use of promotional tools to convince wholesalers and retailers to stock and sell merchandise;

c) a full-service wholesaler that furnishes racks or shelves full of merchandise to retailers, displays products, and sells on consignment;

d) advertising to consumers by retailers;

e) a marketing middleman that sells to consumers;

f) the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities (displays, shows, exhibitions, and contests, etc.);

g) products that have a special attraction to consumers, who are willing to go out of their way to obtain them;

h) industrial goods such as accessory equipment and supplies that are used to assist in the production of other products;

i) advertising to wholesalers and retailers by manufacturers;

j) a small, limited function wholesaler that delivers goods by truck to retailers;

k) value or want-satisfying ability that is added to products by organizations because the products are made more useful or accessible to consumers;

l) a marketing middleman who sells to organizations and individuals, but not to final customers;

m) consumers talking about products they have liked or disliked.