3. Прочтите текст и выполните задания.

ADVERTISING
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image.” For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients and may rely on free modes of persuasion, such as public service announcements.

Money spent on advertising has increased dramatically in recent years. In 2021, spending on advertising was forecast to exceed $300 billion and the global ad market over $700 billion worldwide.

PROMOTION
Promotion is the aspect of marketing concerned with increasing sales. Promotion attempts to persuade and influence the customer’s attitude in various ways. It is oriented toward producing a customer for the product rather than a product for the customer. Three main promotional activities are advertising, personal selling, and sales promotion.

Advertising is a non-personal presentation of goods, services, or ideas aimed at a mass audience. It is particularly suited for products that are widely distributed, such as convenience goods. There are several methods of advertising and several media. The method selected depends upon the product, the distribution of the market, and the type of information that the company wishes to convey about its product.

For example, television advertising reaches a large audience. It has the advantage of appealing to the emotions of the audience through the senses of sight and sound. Television advertisements are expensive to produce and must be repeated thousands of times in order to justify the cost of production.

Newspaper advertisements, on the other hand, can appear on a particular day in a particular geographic area. A newspaper advertisement can contain a lot of written detail that appeals to the logic of the reader. It explains why he should purchase a particular product or service.

In general, advertising works best when the demand for a product is increasing. It also works well when there are real differences between two or more similar products, such as the different types of cars. Using advertising, a company can emphasize the differences between its product and that of the competition. The purpose of advertising is to communicate information that convinces a customer to buy a specific product.

Задания:

1. Choose the right variant
   a) Promotion is the aspect of marketing concerned with increasing sales
   b) Promotion is the aspect of marketing concerned with increasing production
   c) Promotion is the aspect of advertising concerned with increasing sales

2. What variant is wrong?
   a) Promotion is oriented toward producing a customer for the product
   b) Promotion is oriented toward producing a product for the customer

3. Find the relevant answer. Advertising, personal selling, and sales promotion are…
   a) Main production activities
   b) Main promotional activities
   c) Main distribution activities

4. What doesn't refer to advertising:
   a) Advertising is a non-personal presentation of goods and services
   b) Advertising works best when the demand for a product is decreasing
   c) Advertising is aimed at a mass audience

5. Choose the true variant. Advertising is particularly suited for…
   a) Convenience goods
   b) Shopping goods

6. What variant do you agree with? What advertising is the most expensive?
   a) Radio advertising
   b) TV advertising
   c) Newspaper advertising

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