Деловые переговоры на иностранном языке. Английский язык. Часть 1. Лазаричева Е.С. - 34 стр.

                                                                                                                Theme 4.
6. amount           сумма,           37. investment     инвестиции                                            Advertising.
                    величина,                                               1. Read and translate. List main criteria of classification of advertising and
                                     38. jumble sale    благотворительная   characterize the respective target audiences and aims. Retell the text.
                    количество
                                                        распродажа
7. artificial       искусственный
8. bargain          сделка           39. to lend        одалживать,                                      Classifications of advertising.
9. barter           бартер                              давать взаймы                  Advertising can be classified by four main criteria: target audience,
                                                                            geographic area, medium, and purpose.
10. to borrow       занимать, брать 40. life-cycle      жизненный цикл
                                                                                       By Target Audience.
                    на время
                                                                                       Advertising is usually aimed at a particular segment of the population –
11. cash            наличные         41. liquid         ликвидный
                                                                            the target audience. When you see an ad that doesn’t appeal to you, it may be
                    деньги
                                                                            because the ad is not aimed at any of the groups you belong to. For example, a TV
12. coin            монета           42. market         насыщение рынка     commercial for denture cream isn’t relevant to young adults. They are not part of
13. commerce        торговля         saturation                             the target audience, so the ad isn’t designed to appeal to them.
14. commodity       предмет          43. merchant       торговец                       There are two main types of target audiences: consumers and businesses.
                    потребления,                                                       Most ads in the mass media – TV, radio, newspapers, and magazines – are
                    товар для       44. to              торговать,          consumer advertisements. Sponsored by the manufacturer of the product or the
                    продажи           merchandise       рекламировать       dealer who sells the product, they are typically directed at consumers – people who
15. to consume      потреблять       45. monetary       монетный,           buy the product for their own or someone else’s personal use.
16. consumer        потребитель                         денежный,                      The majority of consumer advertising appears in mass-consumer media.
17. currency        валюта                              валютный            Business advertising, on the other hand, tends to be concentrated in specialized
18. delivery        доставка         46. to monitor     проверять,          business publications or professional journals, in direct-mail pieces sent to
19. to distribute   распространять                      контролировать,     business, or in trade shows. Since business advertising rarely uses the mass media,
20. distribution    распространение                     следить             it is often invisible to consumers.
21. to divide       делить           47. to pay         платить                        There are four types of business advertising: industrial, trade, professional,
22. division        (под)разделение 48. property        собственность       and agricultural.
23. to dominate     доминировать     49. to protect     защищать                       Industrial advertising is aimed at individuals in business who buy or
24. domestic        домашняя         50. to replace     замещать            influence the purchase of industrial products, including goods and services used in
(internal)/         (внутренняя)/    51. retail         розничный           the manufacture of other goods (plants, machinery, equipment) or that become part
international       международная    52. to suit        соответствовать     of other products (raw materials, semi-manufactured goods, components).
(external) trade    (внешняя)                                               Industrial products also include goods or services used to conduct business – i.e.
                    торговля         53. tax/taxation   налог,              capital goods (office machines, computers, desks, operating supplies) or business
                                                        налогообложение     services (insurance, bookkeeping, maintenance).
25. to earn         зарабатывать
26. to enable       давать           54. transaction    сделка                         Companies use trade advertising to obtain greater distributions of their
                    возможность,     55. unit           единица             products by developing more sales outlets or selling more products to existing
                    делать           56. to vary        изменять(ся)        outlets.
                    возможным                                                          Professional advertising, aimed at teachers, accountants, doctors, dentists,
27. evaluate        оценивать        57. warranty       гарантия            architects, engineers and lawyers, typically appears in official publications of
28. exchange        обмен            58. wholesale      оптовый             professional societies. Professional advertising has three objectives: 1) to convince
                    выполнять                                               professional people to buy particular brands of equipment and supplies for use in
29. execute
                                                                            their work; 2) to encourage professionals to recommend or prescribe a specific
                                                                            product or service to their clients or patients; and 3) to persuade the person to use
                                                                            the product personally.




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