Автор: Конченко Елена Викторовна
преподаватель иностранного языка
АНО ВО «Московский гуманитарный университет», колледж
Свидетельство о публикации в электронном СМИ: ПТ № 25806
Сборник заданий по выполнению практических работ по дисциплине СГ.02. Иностранный язык в профессиональной деятельности для студентов специальности 42.02.01 Реклама. (Часть 2)
АВТОНОМНАЯ НЕКОММЕРЧЕСКАЯ ОРГАНИЗАЦИЯ ВЫСШЕГО ОБРАЗОВАНИЯ
«МОСКОВСКИЙ ГУМАНИТАРНЫЙ УНИВЕРСИТЕТ»
Сборник заданий по выполнению практических работ
по учебной дисциплине
СГ.02. Иностранный язык в профессиональной деятельности
для студентов специальности
42.02.01 Реклама (базовая подготовка),
квалификация выпускника – специалист по рекламе
(Часть 2)
г. Москва
2026
| ОДОБРЕНОМетодический совет КолледжаПротокол № 3от «19» марта __________ 2026г. | УТВЕРЖДАЮЗаместитель директора Колледжа МосГУ по УМР________________ Толкачева Н. Н.«__19_» марта_____________2026 г. | |
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| Рассмотрено на заседании предметной комиссии«Филология и лингвистика».Протокол № 8от «17» марта______ 2026 г.Председатель ПКФ.И.О.______Конченко Е.В. | Составлено в соответствии с рабочей программой учебной дисциплины СГ.02. Иностранный язык в профессиональной деятельности для специальности 42.02.01 Реклама (базовая подготовка), квалификация выпускника – специалист по рекламе |
Автор-составитель: Конченко Е.В., преподаватель I категории Колледжа МосГУ
Ответственный за выпуск: Хавторина Ю.В., методист колледжа МосГУ
Сборник заданий по выполнению практических работ по дисциплине СГ.02. Иностранный язык в профессиональной деятельности для студентов специальности 42.02.01 Реклама. (Часть 2). Автор-сост.: Конченко Е.В., – М.: Изд-во Московского гуманитарного университета, 2025. – 85 с.
© АНОВО «Московский гуманитарный университет», 2026
СОДЕРЖАНИЕ
| Пояснительная записка…………………………………………………4Раздел 3. Профессиональное содержание………………………………………………………………………….5 Тема 3.1. Профессиональные требования, компетенции. Личные качества специалиста. Саморазвитие в профессии……………………5 Тема 3.2. Профессии в рекламе……………………………………… 15 Тема 3.3. Понятие о рекламе, определение, задачи и роль в социуме…………………………………………………………………21Тема 3.4. Рекламная продукция и рекламная услуга. Виды рекламы. Рекламный текст………………………………………………………30 | |
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| Тема 3.5. Связи с общественностью (PR) в системе массовых коммуникаций…………………………………………………………42Тема 3.6. Цифровой маркетинг. Интернет реклама. Рекламные носители в Интернете…………………………………………………44Тема 3.7. Средства продвижения товаров и услуг…………………. 58Тема 3.8. Разработка рекламной кампании…………………………. 69Тема 3.9. Анализ рынка……………………………………………… 76Список тем ПА-3 и ПА-4……………………………………………. 81 | |
| Рейтинговая карта студента…………………………………………. 83 | |
Пояснительная записка
Сборник заданий по выполнению практических работ по дисциплине СГ.02. Иностранный язык в профессиональной деятельности для студентов специальности (базовая подготовка), квалификация выпускника – специалист по рекламе. (Часть 2) служит дополнительным пособием к основному учебнику Чиронова, И. И. Английский язык для медиаспециальностей (B1-B2): учебник для среднего профессионального образования / И. И. Чиронова, Е. В. Кузьмина. — Москва: Издательство Юрайт, 2026. Сборник предназначен для контроля и проверки степени усвоения минимума содержания и уровня подготовки студентов Колледжа МосГУ и ориентирован на тренинг лексических и грамматических единиц, изученных на практических занятиях.
Сборник содержит тексты, задания и упражнения по лексике и грамматике в пределах изучаемой программы учебной дисциплины, которые предназначен для аудиторной работы студентов.
Контроль над выполнением заданий осуществляется преподавателем и оценивается по балльной системе. Своевременное и качественное выполнение заданий является необходимым условием для успешной подготовки к различным идам контроля: текущего контроля, текущего (рубежного) контроля, промежуточной аттестации по дисциплине СГ.02. Иностранный язык в профессиональной деятельности.
| 5 семестр Раздел 3. Профессиональное содержание Тема 3.1. Профессиональные требования, компетенции. Личные качества специалиста. Саморазвитие в профессии Text 1. Personal and professional qualities of the specialist in the field of advertising.Advertising is all about the art of persuasion, of selling products and services. An advertiser is a salesperson creating sales for business by making people want to buy things. It is one of the most visible activities is our modern life. We are surrounded by ads all the time. When we turn on the TV or Radio, open a newspaper or magazine, or go online, we see the handiwork of advertising. If you are an advertising professional, it is your job to create these advertisements and marketing campaigns. In our digital world the advertisement industry is becoming more and more profitable. However, to take your first steps in this field and succeed, you need to possess a range of skills. So, apart from having a great work ethic, thick skin and being social media savvy, what other key skills do you need to have to work in this exciting industry? All the skills required for effective promotion can be roughly divided into two categories:Hard skills. These include professional and practical skills and abilities that help an advertiser to efficiently execute specific tasks: launching ad campaigns, optimizing the promotion process, testing different approaches, etc. Hard skills can be developed, improved, and also assessed through testing.Soft skills. These are various personal qualities of an advertiser as an individual. For example: stress resistance, discipline, punctuality, etc. Soft skills directly influence how an advertiser will react in different situations, and they directly affect relationships within the team. You can improve soft skills as well.It is crucial to understand that both hard and soft skills are equally important for an advertiser. Ideally, soft skills should complement hard skills, enabling advertisers to be more flexible in decision-making and find new effective approaches to promote any goods and services. Hard Skills include:Theoretical KnowledgeA basic understanding of the theory and principles of product promotion on the internet and in all kinds of media is considered a mandatory skill. To achieve certain levels of success, advertisers must know the terms and concepts of paid advertising and internet marketing in general. Theoretical knowledge also includes understanding the specifics and method of evaluating basic metrics that impact the advertiser’s profit. An advertiser must not only understand the principles of launching and evaluating campaigns but also know which parameters’ alteration can affect the final outcome.Promotion SkillsThe skill of setting up and launching ad campaigns is one of the key hard skills for an advertiser. Promotion skills encompass not only the technical aspect of launching ad campaigns but also how the advertiser structures the workflow from within. It’s important to understand where the preparation of an advertising campaign starts, which elements of the scheme will be tested, and what successes can be achieved in promotion. Tool ProficiencyPromoting goods and services implies using a specific set of tools necessary for successful launches. Advertisers need to understand the principles of using trackers, postbacks, spy services, and be aware of their functionality.Copywriting and DesignCreatives are one of the key elements of an ad campaign. Advertisers regularly have to create or customize advertisements for maximum effectiveness in promotion. This is why basic copywriting (text and headline) and design (visual aspect) skills are crucial for advertisers. In a team setting, these tasks can be delegated to designers and copywriters who specialize in creating images and texts. However, when working solo, the tasks will have to be performed by the advertiser.Foreign LanguagesAn important, but not always mandatory, skill for an advertiser is proficiency in foreign languages. In your work, you will come across creatives, landing pages, and affiliate networks whose original language may differ from your native one. Of course, you can always use a translator or neural network. However, for better contextual understanding and finding more effective promotion strategies, understanding the language in which the promotion is planned is the preferable option.Soft skills include:— Creativity — It is essential to have bags of creativity and be equipped with an endless array of ideas that you can pick from your brain during an intense brainstorming session, especially when working in a field that involves creating eye-catching content. Having a creative personality and imaginative ideas will allow you to create content that can grab the consumers’ attention in an often-oversaturated market. — Team work — Creating a successful advertising campaign takes a team of talented professionals, so having the ability to work as part of a team is crucial. Account managers, creatives and marketing executives are required to routinely put their heads together and develop imaginative content while also ensuring that the client’s needs are being met. The collaborative effort of those involved in a project will ultimately determine its success. Having the ability to take criticism (even when you think your idea is amazing) and incorporate other peoples’ ideas into your own vision is part and parcel of working as part of a team of creatives.- Effective communication skills are essential, both when you are pitching an idea to your team and during your regular discussions with clients which involve lots of back-and-forth and frequent correspondences. Whether you’re having a discussion with your team or presenting a project to a client, having the ability to convey information clearly is crucial, especially in an industry that is all about selling yourself and your pitch.- While communication skills are indeed important, the ability to actively listen is also crucial. You have to be in contact with various people, including your colleagues and clients, who will relay project details or pitch their ideas to you. As an advertiser, you cannot afford to ignore or misinterpret your clients or co-workers, especially when details are essential to the successful completion of a project.- Having adequate computer skills is obligatory in an industry that is fast becoming focused solely on digital marketing. Most of your day-to-day operations will involve working from your computer while using software like Photoshop and Illustrator. Also, being social media savvy will help you stay in the loop with the latest online trends and developments. The modern consumer mostly digests content through social media platforms and is determined by what pops up on their newsfeed, and having a good grasp of these different apps and tools will boost your work performance.Being an organized individual is a must for working in the advertisement sector. A day in the life of an advertiser can be quite hectic, and being able to keep to tight deadlines while managing multiple appointments with clients and colleagues requires extraordinary organization skills. This market is continuously evolving. Just think of how much advertising has changed in the last few decades and the changes that will inevitably take place years from now. Advertisers must continuously evolve with technology to reach new audiences. Being able to adapt to these changes will help you stay on top. The willingness and ability to learn and try new things is imperative. Vocabulary:persuasion [pə’sweɪʒ(ə)n] – убеждение, уговаривание; от гл. to persuade – убеждать savvy [‘sævɪ] – здравый смысл, сообразительность; искушенный, подкованныйadvertise [‘ædvətaɪz] – рекламировать, размещать рекламу, advertisement [əd’vɜ:tɪsmənt] US [ˌædvɚˈtaɪzmənt] – рекламное объявление, анонс, публикация (также сокр. ad, advert) work ethic – добросовестность, трудолюбие, трудовая этика, отношение к трудуprofitable — прибыльныйexecute – выполнять, осуществлять, реализовать, претворить в жизньassess – оценивать influence smth. – влиять на что-лб.crucial – ключевой, критически важный, решающийcomplement – дополнять, гармонично сочетатьсяflexible – гибкий, податливый, уступчивыйpromote – продвигать, содействовать, способствовать, повышать по службеevaluate – оценивать, вычислять, давать оценкуmetrics – количественные показатели, параметрыlaunch a campaign – запускать кампаниюimpact – удар, воздействие, оказывать воздействие, влиятьencompass [ɪn’kʌmpəs] – содержать, охватывать, включать в себяstructure [‘strʌkʧə] the workflow – структурировать рабочий процессtracker – устройство отслеживания, трекерpostback – отправка веб-страницей данных обратно на ту же страницу сервераbe aware of smth. – быть осведомленным о чем-лб, быть в курсе, осознавать что-лб.copy – рекламный текст, copywriting – составление рекламного объявления, копирайтингcustomize – выполнять по инд. заказу, подгонять, адаптировать под индивидуальные требованияproficiency – профессиональный уровень, опытность, мастерствоcome across smb. \ smth. – случайно встретиться \ наткнуться на кого-лб. \ что-лб.landing page – целевая страница, страница попадания с внешней ссылкиaffiliate networks – партнерская сеть, аффилированная сетьconsumer – потребительoversaturated market – перенасыщенный рынок, переполненный рынокimaginative – образный, с богатым воображением, впечатляющийpart and parcel – неотъемлемая частьpitch an idea – подавать \ подбрасывать идею; pitch – рекламный призыв, агитационная речьconvey – передавать, доносить, выражать (идею)relay – отправлять, передавать, (ре-)транслировать, сменять; эстафетаstay in the loop with – быть в курсе, оставаться в курсе чего-лб. boost – повышать, подниматьpop up – внезапно возникать \ всплывать \ появлятьсяnewsfeed – новостная лентаevolve – эволюционировать, претерпевать изменения, видоизменяться, выделять (тепло и т.п.)Exercise 1. Answer the questions to the text:1. What is advertising?2. What does an advertiser do?3. Where can we see the handiwork of advertising?4. What are the two categories of skills that are required to be a good advertiser?5. What do hard skills include?6. What must advertisers know in order to achieve a certain level of success?7. What professional tools do advertisers need in the work?8. Why do advertisers need to know foreign languages?9. What are the benefits of a team work?10. Why are strong communication skills important in the sphere of advertising?11. What computer software do advertisers use?12. What are the ways the advertising content reaches the consumer these days?Practice speaking for your learning portfolio.Topic 1. Personal and professional qualities of the specialist in the field of advertising. Личностные и профессиональные качества специалиста в области рекламы. Text 2. Requirements for the specialist in the field of advertising.An advertising specialist is responsible for creating and executing marketing campaigns for a company. They work with other members of the marketing team to develop strategies, create content, and track results. Advertising specialists must have strong communication and organizational skills to be successful in this role.Advertising Specialist job duties include:Developing advertising campaignsPlanning and managing advertising budgetsNegotiating contracts with media outletsBuying ad space in print, broadcast, and online mediaCreating or overseeing the production of advertising materialsCoordinating the distribution of advertising materialsMonitoring consumer trends and identifying potential marketsEvaluating the effectiveness of advertising campaignsResearching and selecting appropriate media outletsPreparing reports for clients or upper managementAdvertising Specialist SkillsAdept at writing persuasive copySkilled at creating ad campaigns that are on-brand and on-strategyProven ability to increase click-through ratesExperienced in managing budgets and timelinesStrong analytical skills for measuring campaign effectivenessExcellent communication and presentation skillsAbility to think outside the box and come up with creative solutionsFamiliarity with popular advertising platforms (e.g. Google Ads, Yandex.Direct, Telegram Ads, MyTarget, eLama, Aori)Knowledge of SEO (search engine optimizer) and how to integrate it into ad campaignsKeep up with latest trends in advertising and digital marketingTeam player with a positive attitudeAdvertising Specialist Job RequirementsMost advertising specialists have a bachelor’s or specialist’s (college or university) degree in advertising, marketing, communications, public relations or business. The first step to becoming an advertising specialist is to earn such a degree. This will give you the foundation you need to understand the principles of marketing and advertising. You should also consider completing an internship during your studies to gain practical experience in the industry. In addition to formal education, employers often value experience in advertising or marketing. This can be obtained through internships, part-time jobs, or relevant volunteer work. There are also various certifications available for Advertising Specialists, such as the Google AdWords certification. These can demonstrate a specialist’s proficiency in using key advertising platforms and tools.Continuous learning and staying up-to-date with the latest advertising trends and technologies is crucial in this rapidly evolving field. Therefore, attending workshops, seminars, and training courses can be beneficial for career advancement.Once you have earned your degree, the next step is to find a job in an advertising agency or a company with an in-house marketing department. Start by submitting your resume and portfolio to various companies and agencies. Once you have landed an interview, be sure to showcase your creative ideas and enthusiasm for the industry.As you begin your career in advertising, it is important to keep up with the latest trends and technologies, attend industry events and conferences, and read trade publications to stay ahead of the curve. Additionally, consider pursuing additional education through online courses or certificate programs. By continuously learning and evolving, you will be able to create successful campaigns that stand out from the competition.Vocabulary:be responsible for – быть ответственным за, отвечать заmedia outlet – информационное агентство, медиа-площадкаtrack – след; отслеживать, следитьnegotiate — [nɪ’gəuʃɪeɪt] – договариваться, обсуждать, проводить переговорыbroadcast – радио- \ телепередача, передавать \ транслировать по радио \ телевидениюadept at – хорошо разбирающийся \ обладающий компетенциями в чем-лб.on-brand – соответствующий имиджу и идентичности брендаclick-through rate – кликабельность, число переходов по ссылке относ-но числа ее показовthink outside the box – нестандартно мыслить, мыслить ширеSEO — комплекс мер для поднятия позиций сайта в результатах выдачи поисковых систем по определенным запросам пользователей с целью продвижения сайтаkeep up with – идти в ногу, успевать за, угнаться, не отставать от degree – ученая степень, диплом об образованииinternship – стажировка, практика, интернатураbeneficial – благоприятный, выгодный, целительный; бенефициарныйin-house – штатный, на базе организации, свой собственныйsubmit – представлять \ предъявлять документы, подавать на рассмотрение, смирятьсяshowcase – демонстрировать, выставлять на всеобщее обозрение, представлятьstay ahead of the curve – быть всегда на шаг впереди, опережать pursue – преследовать цель (добиться чего-лб.), следовать курсу, получать (образование)stand out from – выделяться из, отличаться от Text 3. Specifics of the Job of an Advertising Specialist. Специфика работы специалиста по рекламе.To be honest, advertising is a highly meritocratic field. Meaning, actual skills matter more than academic credentials. On paper, a basic college degree is the bare minimum qualification. But keep in mind that this is a lucrative field with few openings and extreme competition. So if you want to stay ahead of the competition, industry-related qualifications are always essential. There is no shortage of advertising courses, both online and offline, for students looking for an entry point into advertising. A company may hire an advertising specialist to work in-house, or the specialist may provide services independently to several companies at once. Once hired, the advertising specialist will be responsible for identifying the company’s advertising goals, identifying the company’s target market, and developing a marketing strategy for effectively reaching that target market. The specialist may work alone or as part of a larger team; this will generally depend on the size of the project as well as the needs of a particular business. Very large businesses and corporations will often hire teams of advertising specialists to effectively handle all aspects of a large advertising and marketing campaign.A good advertising specialist is creative, data-driven, and has a good understanding of the customer mindset. They are able to think out-of-the-box to develop unique advertising ideas. They must also be able to work well under pressure and meet deadlines, while maintaining attention to detail. Good interpersonal skills are also vital, as they often have to work as part of a team and liaise with clients and stakeholders.Advertising Specialists typically need to have a minimum of 1 to 3 years of relevant experience in the field of advertising, marketing, public relations, communications, or a related discipline. This experience can be acquired through internships, part-time roles, or full-time entry-level roles within an advertising or marketing agency or in-house department. Candidates for this role should have a robust understanding of advertising strategies and channels, including digital and traditional media. Experience with managing advertising campaigns, conducting market research, and analyzing advertising data are also critical.Once the advertising specialist has a solid understanding of the target audience, he or she will need to begin to develop writing, images, video, and audio to effectively convey the advertising message. This may mean writing press releases, writing scripts for commercials, purchasing images for print advertising, or putting together a film production for a commercial shoot. The different types of advertising strategies will often depend on the intended audience as well as the business’s budget for reaching that intended audience. Print ads tend to be far less expensive than film ads, for example, so a smaller company may choose to stick to print or Internet advertising over television advertising.For those with 3 to 5 years of experience in the field, they should have developed strong creative and strategic thinking skills. They may have also taken on project management responsibilities, overseeing the implementation of advertising campaigns from conceptualization to execution.Individuals with over 5 years of experience may have moved into more senior roles, potentially managing a team of Advertising Specialists or coordinating with various departments to meet advertising goals. At this stage, a demonstrated ability to lead and manage large-scale advertising campaigns is often required.Vocabulary:meritocratic [ˌmerɪtǝ’krætɪk] – на основе заслуг, зависящий от профессиональных компетенцийcredentials [krɪ’denʃlz] – документы, подтверждающие квалификацию, верительная грамотаbare – простой, чистый, голый, без прикрасlucrative [‘lu:krətɪv] – прибыльный, доходный, перспективныйtarget [‘tɑ:gɪt] — цель, мишень, целевой показатель, целевой (аудитория, рынок)competition — конкуренцияshortage – нехватка, недостаток, дефицитhandle – обращаться с, справляться сentry point — отправная точка, точка входа particular [pə’tɪkjulə] – особый, особенный, детальный, тщательный, специфическийliaise with [lɪ’eɪz] – устанавливать \ поддерживать связь сstakeholder – заинтересованное лицо, долевой участникrelevant – относящийся к делу, соответственный, уместный, адекватныйrobust [rəʊˈbʌst] – крепкий, здоровый, здравый, могучий, грубоватыйmeet deadlines – укладываться в сроки, выполнить работу в срокconduct – проводить, вести, дирижировать, scripts – сценарий, письменная работа экзаменуемого, подлинникaudience — аудиторияstick to – (строго) придерживаться чего-лб., приклеиться к чему-лб.implementation – воплощение, реализация на практике, внедрение, ввод в действиеlarge-scale – крупномасштабный, большого размера, массовый Text 4. The Main Principles of Advertising. Основные принципы деятельности в отрасли Реклама.What are the basic principles of advertising? Advertising activities are subject to five principles: Truth, Clarity, Originality, Effectiveness, and Profitability. Especially the first two, truth and clarity, can have legal consequences. Accordingly, untrue and unclear advertisements are considered misleading advertising.Advertisers and marketers spend a lot of time and money to create an advertisement whose target audience will be persuaded to buy their product or service. An advertisement usually uses visual images, audio, or video in combination with text-based messages to market people, products, brands, ideas, or services.Truth as a principle of advertisingAdvertising messages legally and ethically must not contain untruths or deceptions. In this context, even the concealment of important information is considered misleading. Advertisers must therefore be aware that it is not only a principle but even a legal framework condition. However, advertisers should ask themselves whether it makes sense to advertise a product that has to conceal truths in order to attract customers. The principle of truth becomes especially clear in the health industry or with products/services that can trigger addiction. For example, so-called disclaimers/safety warnings are inserted in the case of medications, alcoholic beverages, or sports betting.Principle of clarityThe basic advertising principle of clarity is closely related to truth. As already mentioned, advertising messages are subject to the obligation to be true and clear. Under no circumstances may they be misleading or so unclear as to cause negative consequences for the potential customer.Originality of advertisingAdvertising should be unique and original. This is partly for reasons of effectiveness but also for legal reasons. Especially in times of online marketing, campaigns should be original. Target groups recognize very quickly when parts of an advertisement are copied or imitated. Of course, there are certain elements that are always built into advertising materials such as emotions and humor. But if a fast-food restaurant makes a campaign about a certain event, and another fast-food chain does the same a few weeks later, this will quickly be put into context. Principle of advertising effectivenessMeasuring the effectiveness of advertising campaigns is essential for optimizing performance and maximizing return on investment (ROI). By tracking key performance indicators (KPIs) such as reach, engagement, conversion rate, and sales revenue, advertisers can evaluate the impact of their campaigns and make data-driven decisions to improve future initiatives. there are various approaches to measuring advertising effectiveness in today’s digital landscape: from traditional methods like surveys and focus groups to modern analytics tools and attribution models. The advertising principle of profitabilityIn close connection with effectiveness, advertising should follow the principle of economic efficiency. This means that the cost of advertising should be less than the revenue generated from it. To measure and compare profitability, the Return on Ad Spend can be calculated for each campaign, as well as entire Return on Marketing Investment (ROMI).Vocabulary:Be subject to – подлежать, подпадать под действие, должен соответствоватьClarity – ясность, понятность, наглядностьConsequence – следствие, последствиеto market – находить рынок сбыта, продавать на рынкеdeception – обман, введение в заблуждение, от гл. deceive — обманыватьconceal – прятать, скрывать; concealment – скрытие, утаиваниеtherefore – поэтому, следовательно, вот почемуframework – рамки, каркас, структураcustomer – клиент, заказчик, покупательtrigger – давать толчок чему-лб, автоматически приводить к чему-лб. Disclaimer – разъяснительное замечание, предупреждение, отказ от ответственностиput into context – устанавливать взаимосвязь, ставить в общий контекстreturn on investment – доход по инвестициям, эффективность инвестицийkey performance indicators – основные производственные показателиengagement – вовлечение, вовлеченность (пользователя)revenue – выручкаconversion rate – показатель эффективности рекламыdata-driven – основанный на данныхattribution model — правило или набор правил, определяющих принцип распределения ценности среди точек взаимодействия в пути конверсии (модель атрибуции)compare – сравнивать, сопоставлять \ соотносить сReturn on Ad Spend – окупаемость инвестиций в рекламуReturn on Marketing Investment – рентабельность маркетинга Grammar Practice. Types of sentences.В английской грамматике предложения классифицируются двумя способами: по структуре и по цели высказывания. Типы предложений по структуре:Простое предложение. Simple sentence.I like to read books. — Я люблю читать книги. (Одна независимая основа). Сложносочинённое предложение. Compound sentence.I like to read books, and I read them every evening. — Я люблю читать книги и читаю их каждый вечер. (Две или более независимых основы). Сложноподчинённое предложение. Complex sentence.I like to read books because it’s educative, and I read them every evening before I go to bed. — Я люблю читать книги, потому что это познавательно, и я читаю их каждый вечер перед тем, как лечь спать. (Два или более главных предложения и одно или более зависимых). Типы предложений по цели высказывания:Повествовательное предложение. Declarative sentence. (Statement):I like to read books. — Я люблю читать книги. (Используется в качестве простого утверждения. Большинство предложений относятся именно к этому виду). Вопросительное предложение. Interrogative sentence. (Questions): Do you like to read books? — Ты любишь читать книги? (Используется, чтобы задать вопрос). Восклицательное предложение. Exclamatory sentence. (Exclamation):I need this book! — Мне нужна эта книга! (Используется для эмоциональных высказываний). Побудительное предложение. (Повелительное наклонение). Imperative sentence. (Commands).Please, bring me some books. — Пожалуйста, принеси мне книги. (Используется для просьб и команд. Подразумевает местоимение «ты» или «вы»). Итак, вы узнали, что в английском языке бывают простые, сложносочиненные и сложноподчиненные предложения. По цели высказывания, они мало отличаются от предложений в русском. Exercise 2. Define type of sentence.Ram is studying at Career Power Institute. Sam was the topper of his school. Have you had your breakfast? Do you know that boy? Hurray! We won the match! Wow! This painting is so beautiful! Oh! What a lovely day it is! Do not make noise. Oh, do shut up! He has been sleeping since 8 PM. Sam went to school, but he forgot his homework at home. John is a good actor, but he is a bad singer. His father punished him because he broke his phone while playing. Before going on a trip, pack your bags. Тема 3.2. Профессии в рекламе.Text 5. Professions in advertising. Профессии в рекламеThere are several career paths to pursue in advertising. Some jobs focus more on the creative aspects of advertising, while others revolve around the managerial components needed in advertising. There are also several technical professions within the field. These careers collectively work together to address different parts and combinations of the communications process involved in advertising. Here are several careers you can pursue in advertising:1. Social media coordinatorSocial media coordinators manage a brand’s communication across social media platforms and implement a strategy for their online presence. They plan, create and post written and visual content that captures the tone of a brand and appeals to their target audience. Social media coordinators often plan posts in advance to maintain a consistent posting schedule and follower engagement. It’s critical that they stay up to date on emerging trends in order to capitalize on them.2. Event plannerMany companies hire event planners to promote their brand, products or services through in-person and online events. Event planners oversee every step involved in producing events from conception through completion. They meet with clients to identify needs, scout locations, manage vendor relationships and client communications, negotiate contracts and manage budgets. Event planners ensure customer and attendee satisfaction and deliver results within strict deadlines.3. Graphic designerGraphic designers play a critical role in helping businesses meet their marketing and advertising objectives and creating the visual components of advertising. They create designs, logos and other visual concepts to communicate tone and key messaging to a company’s target audience. Graphic designers need to be highly skilled using photo editing software, layout software and digital illustration to create graphic designs. 4. Web designer Web designers plan, code and create websites and web pages. They must have a clear understanding of the principle of design in addition to the user experience in order to build websites that are user friendly and that adhere to any design standards and specifications determined by the company. Web designers play a key role in branding, increasing web traffic and acquiring and retaining customers. They also maintain and make ongoing improvements to websites.5. Market researcherMarket research analysts play a critical role in helping companies determine their target audience, how to sell their products and services and key market trends to capitalize on. They develop various methodologies to gather data on consumers, competitors and trends to guide a company’s marketing strategy. Market research analysts use data-driven insights to help identify future opportunities.6. CopywriterAdvertising agencies often hire copywriters to create written content to promote and sell various goods and services. Copywriting can include short- and long format pieces, such as promotional emails, product descriptions and slogans. Copywriters often have to interpret the ideas of their client and turn them into a catchy and persuasive copy that meets expectations in terms of tone and messaging. It’s becoming more common for copywriters to produce content for a company’s social media platforms and other digital channels, including websites and blogs.7. Account executiveThe role of advertising account executive encompasses a combination of business development and customer relationships management. They serve as a liaison between the client and creative team at an advertising agency and are responsible for relaying critical information about budgets, target audience and market competition to the appropriate teams and providing accurate interpretations of a client’s goals and objectives.8. Production manager An advertising production manager oversees multiple tasks and creative teams involved in the production of advertising campaigns and other media. Core responsibilities include scheduling, producing and delivering all work created by marketing and advertising teams within tight deadlines. They’re also responsible for networking with vendors who supply work on a freelance or contract basis. Production managers develop cost-effective campaigns.9. Creative directorCreative directors typically work to develop the identity of a brand through various creative directives. They’re responsible for creating, planning and delivering content to their clients. Creative directors collaborate with designers, copywriters and other marketing teams to produce creative content for a company’s marketing initiatives.Vocabulary:pursue – преследовать цель (добиться чего-лб.), следовать курсу, получать (образование)revolve – вращать(-ся), поставить на повторaddress – обращение, обращаться к, направлять(-ся) к, рассматривать (вопросы)capture – захватить, пленить appeal to – апеллировать, обращаться к, интересовать, взывать кmaintain – поддерживать (в эксплуатационном состоянии), укреплятьcapitalize on – извлечь пользу \ выгоду из, нажить капитал, с выгодой воспользоватьсяemerge – появиться, показаться, возникнутьscout – разведывать, разыскиватьvendor relationships – отношения с поставщикамиobjective – цель, намерениеlayout – оформление, планировка, схема проекта \ размещения\ расположенияadhere to – придерживаться чего-лб., оставаться верным, прилипнутьcost-effective – рентабельный, экономически эффективный Practice speaking for your learning portfolio.Topic 2. Professions in advertising. Профессии в рекламе. Text 6. Business style. Dress code.Dress codes can be difficult to decipher, so here’s a breakdown of common dress codes in business culture. From casual to business casual to formal attire, each dress code has its own guidelines and expectations. We’ll dwell on some of the most common dress codes in business environment.Casual dress code is the most relaxed dress code, allowing for comfortable clothing like jeans, t-shirts, and sneakers.Business casual dress code is a step up from casual and is often seen in office environments, with nice khakis or dress pants paired with a collared shirt.Formal dress code requires suits, ties, and dresses, with traditional business colors like black, navy blue, gray, or brown.Casual Dress CodeThe casual dress code is the most relaxed and informal dress code. It allows individuals to feel comfortable while still looking presentable. This dress code is suitable for informal occasions where there is no strict dress requirement.For men, casual attire typically includes jeans or khakis paired with a t-shirt or a casual button-down shirt. Sneakers or casual shoes are the preferred footwear. Women can opt for jeans, skirts, or dresses paired with a stylish top. Comfortable shoes such as sandals or sneakers are appropriate for casual dress.It’s important to note that while casual dress allows for comfort and informality, it’s still essential to maintain a neat and clean appearance. Avoid clothing with offensive graphics or slogans and ensure that your clothing fits appropriately.Business Casual Dress CodeBusiness casual dress code strikes a balance between professional attire and casual comfort. It is commonly observed in office environments and certain professional settings. While the specifics may vary depending on the company, the general guidelines remain consistent.For men, business casual attire typically includes nice khakis or dress pants paired with a collared shirt. Ties are optional but can add a touch of formality. Dress shoes or loafers are the appropriate choice for footwear.Women have more flexibility in their business casual outfits. Dress pants or skirts paired with a fashionable top are common choices. Heels or dressy flats can complete the look. It is important to dress modestly and avoid overly revealing or flashy clothing.Remember, each workplace may have its own interpretation of business casual attire. It is always a good idea to observe and follow the dress code guidelines set by your employer or the specific event you are attending.Formal Dress CodeThe formal dress code is a sophisticated attire that is typically reserved for special events and occasions. It requires individuals to dress in a more elegant and professional manner. For men, a business suit with a tie is considered appropriate for formal dress code. The suit should be in traditional business colors such as black, navy blue, gray, or brown.Women, on the other hand, have more flexibility when it comes to formal dress code. They can opt for a business-style dress with heels or a business suit. It’s important for women to choose dresses or suits that are tailored and well-fitted for a polished look.When dressing in formal attire, it is important to pay attention to the details. Men should ensure that their suit is well-pressed and the tie is neatly tied. Women should focus on accessorizing their outfit with appropriate jewelry and carrying a stylish handbag. Overall, the formal dress code calls for a refined and sophisticated appearance. Benefits of the Formal Dress Code:Exudes professionalism and sophisticationSets a formal and respectful tone for the event or occasionAllows individuals to showcase their sense of style through elegant attireCreates a more formal and organized atmosphereProvides a clear dress code guideline for attendeesFormal dress code allows individuals to make a memorable impression with their polished and refined appearance.Black Tie Dress CodeThe black tie dress code is one of the most formal dress codes, typically reserved for prestigious events and formal occasions. It requires both men and women to adhere to specific guidelines to ensure an elegant and sophisticated appearance.For men, a tuxedo is the standard attire for black tie events. This includes a black or midnight blue dinner jacket, a formal white shirt, black trousers with a satin stripe, a black bow tie, black dress socks, and black dress shoes. A cummerbund or waistcoat is also commonly worn to complete the look.Women have more flexibility in their black tie attire options. Floor-length evening gowns are the traditional choice, but shorter, fancy dresses are also acceptable as long as they are not too casual. Neutral or dark colors are preferred, and the attire should be accessorized with formal jewelry and evening shoes.The black tie dress code exudes an air of sophistication and elegance, making it perfect for gala dinners, awards ceremonies, charity balls, and other high-profile events.Vocabulary:decipher [dɪ’saɪfə] – расшифровать, разобратьсяbreakdown – анализ, разбивка на категории, разбор, расшифровка; упадок, разрушениеattire – наряд, одеяниеdwell on – останавливаться на чем-то, подробно разобратьallows for – позволять, khakis – брюки цвета хакиdress pants – классические, строгие брюки; dress shoes – классические \ модельные туфли, dressy flats – нарядные туфли без каблуков, балеткиopt for – прибегнуть к, сделать выбор в пользуtailored and well-fitted – подогнанный и хорошо сидящийstrike a balance – подвести итог, соблюсти балансappropriate – подходящий, надлежащий, соответствующийflashy – яркий, вульгарныйsophistication [sə’fɪstɪ’keɪʃ(ə)n] – утонченность, изысканность, искушенностьexude [ɪg’zju:d] – излучать, распространять вокруг себя, выделять сквозь порыtuxedo [tʌ‘ksi:dəʊ], dinner jacket – смокингsatin stripe – атласный (не сатиновый!) лампасhigh-profile – статусный, крупнейший, медийный Grammar Practice. Word order the sentence.В английском языке основной порядок слов можно описать формулой: subject — verb — object (подлежащее — сказуемое — дополнение).Пример: Mary reads many books. — Мэри читает много книг.Подлежащее — это существительное или местоимение, которое стоит в начале предложения (кто? — Mary).Сказуемое — это глагол, который стоит после подлежащего (что делает? — reads).Дополнение — это существительное или местоимение, которое стоит после глагола (что? — books).В английском языке отсутствуют падежи, поэтому необходимо строго соблюдать основной порядок слов, так как часто это единственное, что указывает на связь между словами.В утвердительных предложениях подлежащее обычно стоит на первом месте перед сказуемым и может быть выражено:существительным (с артиклем или без) — Students spend time in the fast-food restaurants.местоимением – They spend time in the fast-food restaurants.инфинитивом – To eat fast-food is not healthy.герундием – Eating vegetables and fruit is healthy.Сказуемое стоит на втором месте может быть выражено:одним смысловым глаголом (Students spend free time in the fast-food restaurants.)несколькими глаголами во временных формах с вспомогательными глаголами, после которого идет основной (Students are writing test now. Students have already written test.)Частица not в отрицательных предложениях тоже входит в состав сказуемого. (To eat fast-food is not healthy).Дополнение, если оно есть в предложении, стоит на третьем месте и как правило, выражено другим существительным и употребляется после сказуемого (Students spend time in the fast-food restaurants).Exercise 3. Make and translate sentences. usually / at 10 o’clock / out of the garage / in the morning / drives / his bike / Freda shower / after dinner / often / Mrs Lewis / takesa parking place / near the library / we / find / seldomto / I / on / a / night-club / sometimes / Saturdays / gofly / my parents / to Australia / sometimes / I / in winter / andenjoys / very much / swimming / in the pool / always / Maryhardly / last year / could / skate / Iis / near / house / there / new / a / our / cinemagot / my / problems / I / with / have / home-task / somewell / think / your / very / I / don’t / sister / drivesТема 3.3. Понятие о рекламе, определение, задачи и роль в социуме. Text 7. The concept of advertising. Понятие о рекламе. Initially, advertising comes from the Latin words ‘reclama’ (shout out) and ‘reclamare’ (respond, demand). Advertising is a component of marketing. These two terms are not the same thing. Marketing is the broad process of researching consumer needs, collecting and evaluating data related to those needs and developing strategies for reaching consumers, of which advertising is a strategy that is used. Advertising strictly refers to the process of reaching potential customers in an effort to make sales. Advertising is also known as mass selling. It is not as effective as personal selling but it does facilitate communication with a large number of potential buyers at a time. Advertising is aimed at a group of persons and not at an individual. But it is not for the whole general public because all the members of a society do not make up the target group. Many may not be in the habit of purchasing advertised goods. The message of advertising is designed to arouse the demand of the target group, but it is a general mass communication to potential customers. The communication may take the form of visual or oral messages for the purpose of informing and influencing the public, i.e. the target group. Advertising is a commercial transaction involving payment to a third party, i.e. one or more of the media. Advertising is paid communication because the organization for whom the advertisement is made pays the fees and charges for the services rendered by various media. Advertising is a process which gives information to the public about the product. It is persuasive, controlled, identifiable, and influences the targeted audience. The advertising message is persuasive and informative enough to motivate potential customers. It is only when it is persuasive and creative that it would increase sales. The time, place, message and direction of advertising are controlled to make them effective and purposive. The selection of the medium, message and time is carefully done to achieve the most economical results. The controlled element distinguishes an advertisement from publicity because, in the latter case, the control technique is not applied; but in the former case, the control function is a vital necessity. The message and presentation of an advertisement should be recognized by receivers or customers. Advertising aims at a target group. Although it does not distinguish between target and non-target group, it is designed to influence the target group. The desire, purchasing power, status, entertainment elements and attractiveness to suit the target group are considered while framing an advertisement.Vocabulary:reach – достигать, добиться внимания, дотянуться доrefer to – касаться, относиться к, означать, ссылатьсяfacilitate [fə’sɪlɪteɪt] – облегчать, содействоватьaimed at – направленный на, нацеленный на, рассчитанный наbe in the habit of doing smth. – иметь привычку что-то делатьpurchase – покупать, приобретатьtransaction – сделка, транзакцияrender a service – оказать услугуpurposive – преднамеренный, служащий определенной цели, целенаправленныйdistinguish from – отличать от, distinguish between – проводить грань между, различать междуrecognize – узнать внешне, признавать (что-лб, кого-лб.)frame – создавать каркас, структурировать, компоновать Text 8. Functions and classification of advertising.The role of advertising in the life of society is very versatile. Advertising aims at fulfilling a variety of different purposes. Advertising Persuades People to Take Action. A quick look at a group of advertisements will show that they use similar language. Many advertisements are direct response advertisements, which are designed to make the viewer take a specific action now. Words and phrases often used in direct response ads include:Buy now — Book now — Click here — Get startedTry now — Start your trial — Schedule your callIt Teaches People About Products. Another effect of advertising is educating consumers about specific products and services. In an advertisement prospective buyers are shown how the product works and how it can solve the problems they face or at least provide some relief for those problems. Advertising Influences Consumer Behavior. At its core, the influence of advertising in everyday life is the power to alter what consumers think and feel. A successful ad cultivates desire within the viewer and makes his \ her want to buy a product while minimizing any doubts s\he has about the product. An advertisement might counter potential doubts in the customer’s mind by mentioning a money-back guarantee or by offering a free trial. Ads Can Make Shopping Easier. Advertising can make shopping easier because it lets consumers know that a retailer carries that product and that they can go there to purchase it. When shopping for hair care products, a buyer might be confused by the sheer number of products he encounters. An advertisement showing that a specific product was designed for his hair texture can make his decision easier because he trusts that the product will work for his hair.Advertising Communicates Price and Value. Another important aspect of advertising is that it communicates a product or service’s price as well as its relative value. An ad might push viewers to take advantage of a short-term promotion where they can get a $300 gutter cleaning for only $199 or might communicate that at a specific store, they can buy designer clothing for half the price they would pay for the same garments at other retailers.Advertising eliminates or lessens seasonal fluctuations. Advertising creates more business for all – Competitive advertising of two or more manufacturers in the same field expands market; and creates more business for all. This is exemplified by the fact that not only the use of a particular brand of an article, say, a portable typewriter, is recommended but the use of the article is vigorously suggested with the result that more typewriters of different makes are being sold. Advertising raises the standard of living – It is helping to stimulate desire for better things. Many of the so-called luxuries of yesterday are today’s necessities, and the things enjoyed today exclusively by the wealthy may tomorrow be enjoyed by those of smaller incomes. Advertising, in spreading the news and increasing the desire for better things and, in many cases, decreasing costs, has rendered great service to humanity. There are several branches or types of advertising which can be used by the companies:Print Advertising — The print media has been used for advertising since long ago. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. Using the print media, the companies can also promote their products through brochures and fliers. Broadcast Advertising — This type of advertising is very popular all around the world. It consists of television, radio, or Internet advertising. The ads on the television have a large audience and are very popular. The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing. For example, the prime time ads would be more costly than the regular ones. Radio advertising is not what it used to be after the advent of television and Internet, but still there is specific audience for the radio ads too. Outdoor Advertising — Outdoor advertising makes use of different tools to gain customer’s attention. The billboards, kiosks, and events and tradeshows are an effective way to convey the message of the company. The billboards are present all around the city but the content should be such that it attracts the attention of the customer. The kiosks are an easy outlet of the products and serve as information outlets for the people too. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. Therefore, outdoor advertising is an effective advertising tool.Covert Advertising – is also known as “guerrilla advertising”. This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. There is no actual ad, just the mention of the product in the movie. For example, Tom Cruise used the Nokia phone in the movie Minority Report («Особое мнение»).Public Service Advertising — As evident from the title itself, such advertising is for the public causes. There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned. This type of advertising has gained much importance in recent times and is an effective tool to convey the message.Vocabulary:versatile – разностороннийrelief – облегчениеcore – суть, стержень, сердцевинаalter — изменятьretailer – розничный торговецencounter – натолкнуться, встретиться яsheer – самоё, легкий, прозрачныйgutter – сток, сточная канава, канализацияvigorously – рьяно, настойчиво, решительноgarments – одежда, одеяниеfluctuation – колебание, отклоненияexemplify – подтверждать примером, пояснять, подтверждатьadvent – пришествие, наступление (эпохи)outlet – торговая точка, склад \ магазин распродажи остатков продукцииsubtly – тонко, неуловимо, слегкаintegrity – прямота, цельность, принципиальностьguerrilla – подпольщик, партизанPractice speaking for your learning portfolio.Topic 3. Functions and classification of advertising. Функции и классификация рекламы. Grammar Practice. Interrogative sentences.Общие вопросы (General Questions) задаются собеседнику с целью получить подтверждение или отрицание высказанной в вопросе мысли и, таким образом, требуют ответа да или нет. Do you speak English well? (Вы хорошо говорите по-английски?). Can you translate this article? (Вы можете ли вы перевести эту статью?). В английском языке общие вопросы имеют такой порядок слов: вспомогательный или модальный глагол, входящий в состав сказуемого, ставится в начале предложения перед подлежащим. Сказуемое, таким образом, расчленяется на две части, отделяемые одна от другой подлежащим. Когда в составе сказуемого нет вспомогательного глагола, т.е. когда сказуемое выражено глаголом в Present или Past Indefinite, то перед подлежащим ставятся соответственно формы do (does) или did; смысловой же глагол ставится в форме инфинитива (без to) после подлежащего. Порядок остальных членов предложения остается такой же, как и в повествовательном предложении. Когда в состав сказуемого входят два или три вспомогательных глагола, то только первый из них ставится перед подлежащим: He has been working since morning. Has he been working since morning. Сказуемое, выраженное глаголами to be и to have в Present или Past Indefinite, ставится перед подлежащим: He is in Moscow. Is he in Moscow? She has a large flat. Has she a large flat? Ответы на общие вопросы обычно даются в краткой форме. Обычной формой ответов являются ответы, состоящие из Yes или No, подлежащего, выраженного соответствующим местоимением, и вспомогательного или модального глагола. В отрицательном ответе частица not обычно сливается с вспомогательным или модальным глаголом: Do you speak English? Yes, I do. No, I don’t. Is he resting? Yes, he is. No, he isn’t. Can you swim? Yes, I can. No, I can’t. Отрицательная форма общих вопросов образуется при помощи частицы not, которая ставится после подлежащего перед смысловым глаголом. Общие вопросы в отрицательной форме выражают удивление и соответствуют в русском языке вопросам, начинающимся с разве? или неужели? Don’t you know him? Неужели вы его не знаете? Haven’t you seen him? Разве вы его не видели? В ответах на общие вопросы в отрицательной форме следует обращать внимание на разницу в употреблении no и yes в английском языке и нет и да в русском языке. В английском языке в утвердительном ответе всегда стоит yes, а в отрицательном – no. В русском языке нет может стоять как в утвердительном, так и в отрицательном ответе: Didn’t you speak to him yesterday? Разве вы не говорили с ним вчера? Yes, I did. Нет, говорил. No, I did not. Нет, не говорил.Специальные вопросы (Special Questions) вопросы начинаются с вопросительного слова (или группы слов), заменяющего тот член предложения, к которому относится вопрос. Они начинаются словами who? кто? what? что? какой? which? который? when? когда? where? где? куда? why? почему? how? как? how much? сколько? how long? как долго? сколько времени? и др. Порядок слов в специальных вопросах такой же, как и в общих вопросах (т.е. вспомогательный или модальный глагол стоит перед подлежащим), но в отличие от них перед вспомогательным или модальным глаголом стоит вопросительное слово или группа слов. Например, к предложению The teacher read an interesting story to the students yesterday. (Вчера преподаватель читал студентам интересный рассказ) можно поставить следующие вопросы:1) Вопрос, относящийся к обстоятельству времени yesterday: When did the teacher read an interesting story to the students? Когда преподаватель читал студентам интересный рассказ?2) Вопрос, относящийся к предложному косвенному дополнению to the students: To whom did the teacher read an interesting story yesterday? (Кому преподаватель читал вчера интересный рассказ?)3) Вопрос, относящийся к прямому дополнению an interesting story: What did the teacher read to the students yesterday? Что преподаватель читал студентам вчера?4) Вопрос, относящийся к определению interesting: What story did the teacher read to the students yesterday? Какой рассказ читал студентам вчера?5) Вопрос, относящийся к сказуемому read: What did the teacher do yesterday? (Что преподаватель делал вчера?).Когда вопрос относится к определению, то вопросительные слова what, which, какой, который, whose чей, how much, how many сколько стоят непосредственно перед существительными, которые они определяют, в отличии от русского языка, в котором соответствующие вопросительные слова могут быть отделены от определяемых существительных другими словами: What story are you reading? Какой рассказ вы читаете? Какой вы читаете рассказ? How many books did you buy? Сколько книг вы купили? Ответы на специальные вопросы, как и в русском языке, даются полные с повторением всех членов предложения, логически необходимых для данного ответа. При этом, как и в русском языке, члены предложения, выраженные существительным, обычно заменяются местоимениями: When did the teacher read an interesting story to the students? He read it to them yesterday. В специальных вопросах отрицательная частица not ставится после подлежащего. В разговорной речи частица not сливается с вспомогательным или модальным глаголом: Why didn’t you come yesterday? Почему вы не пришли вчера? What doesn’t he understand? Чего он не понимает?Вопросы к подлежащему (Question to the subject), которые относятся к подлежащему, начинаются с вопросительных местоимений who? кто? what? что? играющих в вопросе роль подлежащего, за которым следует сказуемое (как вспомогательный или модальный глагол, так и смысловой глагол) называются вопросами к подлежащему. В отличие от других вопросов, в таких вопросах употребляется порядок слов повествовательного предложения. Глагол после who? what? в роли подлежащего употребляется, как и глагол после кто и что в русском языке, в форме 3-го лица единственного числа.подлежащее сказуемое дополнение обстоятельство Who is reading a book at the window? Who gave you English lessons yesterday? Who came here yesterday?Порядок слов повествовательного предложения употребляется также в вопросах, относящихся к определению подлежащего. Такие вопросы начинаются с вопросительных местоимений what? какой? which? который? whose? чей? how much? how many? сколько? за которыми непосредственно следует подлежащие: What book is lying on the table? Какая книга лежит на столе? How many students work in that laboratory? Сколько студентов работает в этой лаборатории? Ответы на вопросы, относящиеся к подлежащему или его определению, обычно даются в краткой форме. Они состоят из подлежащего (существительного или местоимения) и сказуемого, выраженного вспомогательным или модальным глаголом, входящим в состав сказуемого вопроса. Who is standing at the window? My sister is. Who can do it? I can. Who gives you English lessons? Ann does.Альтернативный вопрос (The Аlternative Question) представляет собой два общих вопроса, соединённых союзом or. Второй вопрос обычно бывает неполным. Альтернативные вопросы обычно произносятся с повышением голоса перед союзом or и с понижением голоса в конце предложения на последнем ударном слоге. Did you spend your vocation in the Crimea or (did you spend it) in the Caucasus? Вы провели отпуск в Крыму или на Кавказе? Is he resting or (is he) working? Он отдыхает или работает? Хотя альтернативные вопросы начинаются с вспомогательного глагола и, таким образом, являются по форме общими вопросами, они по содержанию являются специальными вопросами, поскольку они относятся к какому-нибудь члену предложения. Альтернативные вопросы поэтому требуют таких же ответов, как и специальные вопросы, т.е. полных ответов. Do you like tea or coffee? I like tea. Когда альтернативный вопрос относится к подлежащему, то второму подлежащему всегда предшествует вспомогательный или модальный глагол. Такой вопрос требует краткого ответа, как и всякий специальный вопрос, относящийся к подлежащему: Did you speak to them, or did the manager? The manager did. Will you go there, or will your wife? My wife will. Альтернативные вопросы могут также начинаться с вопросительного слова. Такие вопросы состоят из специального вопроса и следующих за ним двух однородных членов предложения, соединенных союзом or: Where did you spend your leave: in the Crimea or in the Caucasus? Где вы провели отпуск: в Крыму или на Кавказе?Разделительный вопрос (The Disjunctive Question) представляет собой утвердительное или отрицательное предложение, к которому присоединён краткий общий вопрос, состоящий из соответствующего местоимения и того вспомогательного или модального глагола, который входит в состав сказуемого повествовательного предложения. Если сказуемое стоит в утвердительной форме Present или Past Indefinite т.е. в его составе нет вспомогательного глагола, то в кратком вопросе употребляются соответственно формы do (does) или did: You speak French, don’t you? Вы говорите по-французски, не правда ли? He hasn’t returned from Moscow yet, has he? Он ещё не вернулся из Москвы, не правда ли? Разделительные вопросы задаются в том случае, когда говорящий желает получить подтверждение высказывания, содержащегося в повествовательном предложении. Когда говорящий ожидает утвердительного ответа, то вопросу предшествует утвердительное предложение, а вспомогательный или модальный глагол в вопросе употребляется в отрицательной форме. Если же говорящий ожидает отрицательного ответа, то вопросу предшествует отрицательное предложение, а вспомогательный или модальный глагол в вопросе употребляется в утвердительной форме. Краткий общий вопрос соответствует в русском языке словам не правда ли? не так ли? да? Первая часть разделительного вопроса произносится с понижающейся интонацией, а вторая часть – с повышающейся интонацией. She is very busy, isn’t she? Она очень занята, не правда ли? She isn’t very busy, is she? Она не очень занята, не правда ли? Ответы на разделительные вопросы, как и на все общие вопросы, обычно бывают краткими и могут выражать как согласие с говорящим, так и несогласие с ним:вопрос Согласие с говорящим |
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| Text 16. Ad space in digital marketing. Выделенные области в цифровом маркетинге. Ad space is dedicated areas on a website, in an application, or on any digital platform where ads are displayed. Some examples of using ad space: — Advertising banners on websites. They are often placed at the top, bottom, or sidebars of a page and may include images, text, or videos. — Sponsored posts on social networks. Facebook Instagram and Twitter companies are buying ad space on platforms such as Facebook, Instagram and Twitter to create sponsored content that will appear in users’ feeds. — Advertising in mobile apps and games. It can appear as graphic, video, or native ads that seamlessly fit into the application interface. The purpose of using ad space is to increase brand visibility, generate leads, and increase overall sales through targeted advertising that effectively attracts and engages potential customers. Publishers sell ad space to monetize their platforms, and advertisers buy it to reach their target audience.Ad space in digital marketing refers to the allocated section on a website or web page that is designated for displaying online advertisements. Digital advertising provides a platform for businesses to promote their products or services to a targeted audience. Ad space can vary in size, shape, and location on a webpage, and it is typically sold or auctioned to advertisers who bid for the opportunity to showcase their ads to users. The term for advertising space is “ad inventory”. The cost of digital advertising space can vary greatly depending on various factors: the platform you are advertising on, the size and visibility of the ad, and the target audience can influence the cost. The placement of ads on a web page is crucial to ensure they are visible and effectively reach the target audience. Effective ad space on a web page is not only about its location but also about its integration with the overall design and user experience. Advertisements should be seamlessly incorporated into the webpage without being intrusive or disruptive to the user’s browsing experience. The quality and placement of ad space can significantly influence user engagement rates and click-through rates (CTR). Did you know that the first ever digital banner ad was launched in 1994 and it boasted an impressive click-through rate of 44%? This ad, placed on a website called HotWired, invited users to click on the banner to find out more about AT&T and was a groundbreaking moment in the history of digital advertising. The evolution of digital advertising has been a transformative journey, shaped by technological advancements, changing consumer behaviors, and the dynamic landscape of the digital realm.1. Emergence of Banner Ads (1990s): The 1990s marked the inception of digital advertising with the introduction of banner ads. These static graphics adorned websites, offering a clickable link to redirect users to the advertiser’s site. Despite their simplicity, banner ads pioneered the monetization of online content and set the stage for the commercialization of the Internet.2. Search Engine Advertising (Early 2000s): The early 2000s witnessed the rise of search engine advertising (SEA) with the launch of Google AdWords in 2000. Advertisers could bid on keywords, ensuring their ads appeared alongside relevant search results. The mid-2000s saw the emergence of social media advertising as platforms like Facebook, Twitter, and LinkedIn gained prominence.3. Video Advertising (2010s): The 2010s witnessed a surge in online video consumption, leading to the rise of video advertising. Platforms like YouTube have become major hubs for hosting video ads. Advertisers could convey more immersive and engaging narratives, from short, skippable ads to longer, cinematic formats.4. Programmatic Advertising (Present): The present era is characterized by programmatic advertising, a revolutionary shift in how digital ads are brought and sold. Programmatic advertising employs algorithms and real-time bidding to automate the purchase of ad space.Characteristics of Digital AdvertisingDigital advertising is characterized by a set of distinct features that distinguish it from traditional advertising methods.1. Interactivity: Digital advertising allows for two-way communication between advertisers and consumers. Unlike traditional media, where communication is largely one-directional, digital ads often provide interactive elements.2. Measurability: One of the defining characteristics of digital advertising is its high level of measurability. Advertisers have access to a wealth of data and analytics that provide insights into the performance of their campaigns in real-time.3. Targeted Marketing: One of the primary strengths of digital advertising is the ability to target specific audiences. Advertisers can tailor campaigns based on demographics, interests, online behavior, and other criteria, ensuring their message reaches the most relevant audience segments.4. Cost-Effectiveness: Digital advertising often proves to be more cost-effective compared to traditional methods. Advertisers can set budgets, control spending, and optimize campaigns in real-time based on performance data.5. Global Reach: Digital advertising transcends geographical boundaries, providing businesses with the opportunity to reach a global audience. Through online platforms and the internet, ads can be seen by users around the world, making it particularly advantageous for companies with international markets or aspirations.Disadvantages of Digital Advertising1. Ad Blocking: The rise of ad-blocking software presents a significant challenge for digital advertisers. Users can choose to block online ads, reducing their visibility and impact.2. Saturation and Competition: The digital space is highly competitive, leading to ad saturation. Fierce competition for user attention makes it challenging for ads to stand out amid the abundance of online content.3. Technical Barriers: Some users may face technical barriers, such as slow internet speeds or outdated devices, impacting their ability to interact with digital ads effectively.4. Short Attention Spans: Online users often have short attention spans. Advertisers must create highly engaging and concise content to capture attention before users scroll away.Practice speaking for your learning portfolio.Topic 10. Means of promoting goods and services. Средства продвижения товаров и услуг.Text 17. Analysis of types of advertisements in the Internet. Анализ видов рекламных объявлений в Интернете. All types of advertisements on the Internet are focused on maximizing efficiency with minimal investment, that is, they work purposefully with the target audience. Digital (online) advertising has evolved into a diverse and dynamic landscape, offering a plethora of formats and strategies for businesses to connect with their target audience. The 6 main types of online ads include search engine advertising, social media ads, display (or banner) ads, video ads, email ads, and native ads. While online advertising is a highly cost-effective way to attract customers to your site, if you’re just getting started, you can get overwhelmed by the overload of options. The purpose of this article is to break down every kind of advertising — from how they work to their unique advantages. Read on to figure out what kind of online ads are best suited for your business.1. Search Engine Advertising: Search engine advertising (or Product listings ads (PLA) or shopping ads) involves placing ads on search engine results pages (SERPs). Advertisers bid on keywords, and their ads are displayed when users search for those terms. Advertisers pay only when users click on their ads and and not for the number of times it’s viewed.Advantages of Search Engine ads: A good way to quickly increase your web traffic if your site is still relatively new and you aren’t seeing results from SEO yet Disadvantages of Search Engine ads:Ads will be labeled clearly as “Sponsored,” making the click-through rate (CTR) lower than organic search results2. Social Media Advertising: Social Media Advertising leverages platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok to reach targeted audiences. Advertisers (e.g. Facebook Ads) create highly targeted campaigns based on user demographics, interests, and behaviors and can choose the audience by age, gender, education, job title, location, interests, and even past purchases, enabling you to reach your ideal customers with a message tailored to them. Advertisers can choose from various ad formats, including image ads, carousel ads, and video ads. To maximize your ROI from social media ads, I recommend you conduct A/B testing with short campaigns on the different platforms to see which channels your audience likes to engage with most. Then, zone in and focus on the winning channel.Advantages of social media ads:Depending on the platform, these can be relatively affordableEasy to target the exact audience you want to visit your siteThrough sharing and likes, ads on social media can spread naturally as well Disadvantages of social media ads:Users can leave negative feedback, thereby hurting other users’ impression of your brand3. Display Advertising (or Banner ads): Display Advertising encompasses visual ads that appear on websites, apps, or social media. It includes banner ads, interactive ads, and rich media ads. This is a type of advertising in which a predetermined space on a website is purchased, as “online real estate” for placing one’s ad. The goal of display ads is to get more brand exposure, and is ideal for attracting new customers that have not yet heard of the product. It can also be used for retargeting campaigns, in which you set your ads to show up on the screens of users who have already visited your site, in order to bring them back and further encourage a purchase. You can also set banner ads to be shown to specific demographics, segmenting by gender, age, or region, and choose the time of day for these ads to appear.Advantages of banner ads: Highly customizable in terms of shape, size, placement, and type of content (plain text, image, animation or video)Through the Google Display Network, you have easy access to millions of sites from your Google ads account Disadvantages of banner ads:The internet is oversaturated with banner ads, so people tend to ignore them, resulting in a low click-through rate (CTR)Ad-blockers can prevent users from seeing your ads in the first placeThe cost of the ad space can be expensive4. Video Advertising: Video Advertising can range from short, engaging clips to longer, storytelling formats. Typically that means video content that plays on video-sharing sites like YouTube, Zen and others. They are generally paid for on a cost-per-view basis. Each view costs somewhere between $0.10 ~ $0.30 depending on your target industry and keywords. The most common type are called “TrueView In-Stream Ads.” These are the skippable commercials that play before the main video starts. Advertisers only have to pay for these ads when the user has watched for 30+ seconds or clicked on the ad and opened a URL. There’s also another type of In-Stream ads that are unskippable and play before, in the middle of, or after a video that is 10 minutes or longer. These ads are paid for on a PPC (pay-per-click) basis. Advantages of video ads: Since you generally pay on a CPC (cost-per-click) basis, In-Stream ads are very cost-effective (and even if your ad gets skipped, you can still get a few seconds of brand exposure!)Plenty of opportunities to be creative and stand out from other ads with video content Disadvantages of video ads:You don’t get to choose what videos your ads get played next to, and in the past, there’s been controversy over ads playing next to hate speech and terrorist content If your video ad can be skipped in 5 seconds, it’s challenging to get your message across in time5. Email Marketing: Email Marketing is a direct form of communication where promotional messages are sent to a targeted audience via email. It includes newsletters, product announcements, and personalized offers directly to users’ inboxes, often used for building relationships and nurturing leads (здесь – потенциальный клиент). There are two common methods for advertising with email. One is to insert banner ads and links in the header or footer of email newsletters, and the other is to have users register their preferences, and then send advertising emails that match those preferences. Advantages of email ads:Does not cost anything to send via emailSince the email is stored on the device, the ad will not disappear as long as the email remainsDisadvantages of email ads:Email ads often have a low click-through rate since it’s difficult to get customers to open a promotional message in the first place, and even harder to get them to click on the ad if it’s not specifically relevant to their needs 6. Native ads: Native ads match the look and feel of the websites they’re placed in, thereby not standing out as typical ads would, and instead flow cohesively with the rest of the web page’s design. Examples include sponsored search results on Google, that line up with the rest of the results, and social media ads like on the Instagram story, which you might watch a few seconds in since they appear like normal stories at first. It should be noted, though, that there still has to be a clear label informing the user that this is an ad, like we can see in this example of the Google ads that show up when I search “web design services.” Advantages of native ads:Non-disruptive to users, as compared to pop-ups or distracting bannersMedia publishers can earn money from ads on their site without sacrificing the design or user experienceNative ads work against digital fatigue or the reality that consumers are tuning out from traditional ads, and according to Outbrain, users look at native ads 50% more than banner ads, thereby promising more exposure and a higher click-through rate Disadvantages of native ads:The price for native ads is considerably highYou have to find media sites whose design matches your brand, limiting your options of places to advertise onAnd as a final piece of advice, when choosing an advertising medium, the best thing to do is to define your target audience, advertising budget, and research which channel your audience is likely to be most active on, and base your decision on this. Every business and customer base will be totally different, so you really have to find the medium that works best for you and your current situation.Text 18. Concepts from the field of online advertising: banner, text block, pop-up ads, interstitial advertising, mini websites, collages, and so on. Понятия из области интернет-рекламы: баннер, текстовый блок, байрики, интерстициальная реклама, минисайты, коллажи и тд. The simplest definition of online advertising is “any form of promotion delivered through the internet.” Unfortunately, the simplistic definition of online advertising doesn’t serve us well these days, as the industry has evolved into multiple branches. After all, content marketing, email marketing, advertorials, and websites themselves can also be considered “tools that promote products and services.” And yet, they’re not considered “online ads”, but marketing branches. So a better, more comprehensive definition of online advertising would be “the practice of using the internet to deliver promotional, interactive, and measurable ads to consumers, using platform-specific and industry-wide best practices to ensure laser-accurate ad targeting.” Compared to traditional outlets, online advertising is: less expensive, easier to track, capable of reaching wider audience Online advertising operates through a combination of technology, data, and strategy to deliver targeted ads to potential customers. The process begins with businesses defining clear objectives for their advertising campaigns, such as increasing brand awareness, generating leads, or driving sales. Online advertising platforms, such as Google Ads, Meta Ads Manager, and Amazon Ads, collect detailed information about their users, including their interests, geographic location, and browsing behavior. Based on this information, advertisers identify their target audience. Creative teams then develop engaging and relevant ad content, including images, videos, and text, tailored to the preferences and needs of the target audience. Once the ads are live, they are displayed to the targeted audience across the chosen platforms. Throughout the campaign, advertisers monitor the performance of their ads using analytics tools, tracking metrics such as impressions, clicks, conversions, and return on investment (ROI). Based on these insights, they make adjustments to optimize the effectiveness of their campaigns.Concepts from the field of online advertising are: banner, text block, pop-up ads, interstitial advertising, mini websites, collages, and so on.A banner is a rectangular graphic image in GIF or JPG format that is placed on an Internet page and has a hyperlink to the advertiser’s website. A text block is a text advertisement that is placed on the advertiser’s website or in an email and has a hyperlink to the advertiser’s website. 2 Pop-up advertising is a minimized web page that opens as a window on top of the main browser. You can place text, images, CGI forms, and so on on the bike. Interstitial advertising (insert, Interstitials) is a short, but stretched-over-the-entire-screen browser screen saver that appears against the background of website loading. Clicking on it takes you to the advertiser’s website. A mini-website is one or more HTML pages that are hosted on the web publisher’s side. As a rule, a mini-website is dedicated to a specific marketing campaign, product or service. Collage is a type of mini—website in which the advertiser’s information is not located separately on a separate page.There are a few tools that digital marketers and advertisers can use to reach their audiences: Banner ads, Pop-up ads, Interstitial ads, text blocks, and so on. Typically, banner ads are always visible to users without obstructing their experience. In most cases, pop-up ads appear as modals, which block parts of the user interface. They require an action to close them. Banner ads are image-based rectangular graphic displays that occupy the top or bottom of an app’s layout. They can be located anywhere on a website or app, including above-the-fold, below-the-fold, or in-content. Banner ads are the traditional ad format, as they have been around for years. These ads are popular for advertising on websites since they are not text-based. Advertisers use banner advertising to promote brands on their websites in order to attract visitors. Visitors are encouraged to visit the advertiser’s website by clicking on banner ads which need to be relevant and effective by offering an answer to the visitor’s question. Banners usually have relatively low CPMs (cost per mille) due to banner blindness, which causes users to ignore many of the ads. Banner blindness, the phenomenon of users ignoring ads on websites and apps, poses a big challenge for publishers. After all, if users don’t click on the ads on your website or app, advertisers will simply stop buying your ad inventory. And when that happens, your ad revenue will tank. That’s why publishers are constantly on the lookout for new and innovative ways to maximize their ad revenue. The user visits the landing page, they first see an interstitial (content that prevents the user from accessing the landing page) or a form that is difficult to dismiss or requires extra steps. The interstitial ads cover the entire screen. Their highly compelling nature and larger size of the banner ads help to grab users’ attention. Ads on banners, on the other hand, are more like silent visitors. The ads sit wordlessly on the edges of the screens without interfering with the content. Interstitial ads are intentionally designed to be intrusive, hindering users from reaching their intended destination. Consequently, this negatively impacts user experience, potentially leading to decreased traffic. Interstitial ads yield much higher revenues than banner ads. In fact, interstitial ads outperform traditional banner ads by an average of 4,094%. It’s virtually impossible to miss an interstitial ad, which means very high viewability. Google has strict guidelines regarding interstitial ads, especially on mobile devices. You must therefore adhere to all of the rules or risk being penalized. These include proper placement, a clear ‘X’ button, and not showing the ads too often.Interstitial can be a page that appears to warn visitors about «18+» content, as well as to request information about a visitor’s age before providing access to the content of the website. Interstitials, for example, can often be found in mobile games that contain paid content. In this case, you can block ads by subscribing to a paid account.The interstitial ad is similar to pop-up advertising, but the former occupies the whole screen. Pop-up ads are interactive landing pages that appear in a new browser window or tab while a user is visiting a website. A pop-up is a graphical user interface (GUI) display area, usually a small window, that suddenly appears («pops up») in the foreground of the visual interface. They typically overlay the main content, grabbing the user’s attention immediately. Their primary goal is to promote products, services, or special offers, often encouraging users to take specific actions, such as signing up in a casino or making a purchase. There are two types of pop ads — popunder and popup formats. Popups open in a new window or tab directly on top of the current webpage. Users see them immediately as they interrupt the browsing experience. Such ads can be perceived as disruptive since they demand immediate attention and often block content. This can lead to annoyance and higher rates of ad blocking.Popunder ads open in a new window or tab behind the current browser window. Users do not see them until they close or minimize their current window, making them less intrusive at first glance. The thing is that they don’t interrupt the user’s current activity. However, because they are hidden initially, they may have lower immediate engagement rates.7 undeniable advantages of pop ads:1. Immediate attention grabber. Pop-ups capture user focus instantly, ensuring that your message is seen right away, unlike static ads that can be overlooked.2. Enhanced CRs. The “aggressive” nature of pop-ups can lead to higher conversion rates by prompting users to act before they leave the site.3. Segmentation capabilities. Pop-ups can be customized based on user behavior, such as time spent on the page or specific actions taken, allowing individualized approach.4. Mobile-friendly format. Many pop-up solutions are optimized for mobile devices, ensuring a seamless experience for users on smartphones and tablets.5. Brand recognition. Consistent use of branded pop-ups can enhance brand recognition and trust, as users become familiar with your promotional style.6. Reduced ad blindness. Unlike traditional banner ads that users often ignore, pop-ups stand out and are less likely to be dismissed as background noise.7. Cheapest format. Generally, pop-up ads are more budget-friendly compared to other advertising strategies. They provide an economical way to lure potential customers and can deliver significant returns when worked with properly. A text block is an element of text without animation or graphics that is used in Internet marketing as an advertising medium. A text block is often understood to be an ad consisting of a headline, copy, contact information, and a link to the advertiser’s website. Some areas of application of text blocks: • websites; • banners; • promotional newsletters. Text blocks can have different purposes: introductory, informative, comparative, etc. Some advantages of using text blocks: • cheap and easy to use; • high loading speed; • accessibility to users who block graphics in browser settings. There are no uniform standards for the design of text blocks, but there are restrictions on the size of the text. They are usually placed on advertising platforms. Their capabilities are quite limited, they cannot shape the company’s style, and they are less memorable. Practice speaking for your learning portfolio.Topic 9. The Internet as an advertising space. Интернет как рекламное пространство. Grammar PracticeВидовременные формы английского глагола в страдательном залоге.Страдательный залог в английском языке (Passive Voice).В английском, как и в русском языке, существует действительный залог (Active Voice) и страдательный (или пассивный) залог (Passive Voice).Употребление действительного залога.1. Когда само по себе действие важнее, чем его исполнитель, и говорящий хочет указать именно на действие. Например: A courier delivers mail every day. – Курьер доставляет почту каждый день. (Active Voice) The mail is delivered every day. – Почту доставляют каждый день. (Passive Voice)В первом предложении мы указываем исполнителя действия, а во втором используем страдательный залог, так как хотим подчеркнуть само действие, факт доставки, а не его исполнителя.2. Страдательный залог используют, если исполнитель действия неизвестен, неважен или понятен из контекста:These clothes are made in Italy. – Эта одежда изготавливается в Италии. The new laws will be discussed tomorrow. – Новые законы будут обсуждаться завтра. Поэтому в газетных заголовках и статьях, в объявлениях, инструкциях, рекламных текстах страдательный залог используется чаще чем действительный:The valuable painting was stolen from the museum last night. – Ценная картина была украдена из музея прошлой ночью. The company was sold. – Компания была продана. Our vegetables are not sprayed with pesticides. – Наши овощи не обрызгиваются пестицидами.3. Страдательный залог используют, когда говорят о неприятных ситуациях и не хотят никого обвинять, а также чтобы придать высказыванию более вежливый характер:The party was spoilt. – Вечеринка была испорчена. The order wasn’t dispatched yesterday but it will be done tomorrow. – Заказ не был отправлен вчера, но это сделают завтра.Временные формы.Все временные формы действительного залога состоят из двух частей: глагол to be в определенной временной форме и третья форма глагола (причастие прошедшего времени или Past Participle). Как и в активном залоге, в пассивном существуют различные времена, формы, которые мы с вами рассмотрим.Важно помнить, что третья форма глагола всегда присутствует и остается неизменной во всех временных формах действительного залога. Собственно, время высказывания мы определяем по форме глагола to be. Сравним формы действительного и действительного залога:Tense Active Voice Passive Voice Present Simple write is/are written Present Continuous am/is/are writing is/are being written Present Perfect have/has written have/has been written Past Simple wrote was/were written Past Continuous was/were writing was/were being written Past Perfect had written had been written Future Simple will write will be written Future Perfect will have written will have been written Modals can/ should write can/ should be writtenВо временах группы Perfect Continuous (Present, Past и Future) и Future Continuous страдательный залог не используется. Если возникает необходимость употребить одно из этих времен, то они заменяются активным залогом или другим временем.Чтобы запомнить все формы страдательного залога и особенности их употребления, обратимся к примерам и пояснениям. Мы рассмотрим наиболее часто используемые формы страдательного залога.Present Simple (обычное, постоянное, регулярное действие) Мы пишем много писем каждый день. –We write a lot of letters every day. Они пишут письмо сейчас. – Они написали много писем вчера. – Когда я пришел, они писали письма. – The police have arrested the robbers. – When I arrived at the office the secretary had already sent the letter. When I arrived at the office the letter had been sent. – The secretary will send this letter tomorrow. – The secretary will have sent this letter by 5 o’clock. – The secretary can send this letter now.– |
| 6 семестр Тема 3.8. Разработка рекламной кампании. |
Text 22. Advertising brief. Рекламный бриф.
An advertising brief is a crucial document that summarizes all the information about a specific marketing project, campaign, or initiative. It serves as a guide for all stakeholders involved in the project. A creative brief is a strategic plan that provides a clear understanding of a marketing or advertising campaign’s goals and objectives. It is essential for marketers to ensure their marketing and advertising connects with their target audience, which is what gives them success. Key elements of an ad creative brief include defining the objective, identifying the target audience, crafting messaging, providing style, and outlining the preferred communication channels. A creative brief should include information about objectives, target audience, messaging, preferred communication channels, budget, timeline, and other relevant details. To write a marketing creative brief, five sections must be included: project overview, background, measurable goals, specification and requirements, and demographic information. The key elements of a creative brief include title and description, goals and objectives, audience, messaging and tone, assets and deliverables, and the context of the ad campaign. In addition to these elements, creative briefs outline the key points of marketing, advertising, and design goals. These include the mission, goals, challenges, demographics, messaging, and more. By providing clarity early on, creative briefs help marketers unleash their creativity and deliver a successful campaign. In summary, a creative brief is a crucial tool for marketers to ensure their marketing and advertising projects align with their target audience and achieve success.
Advertising brief is an informal contract between an advertising agency and a client that describes an agreement on what a marketing campaign is destined to achieve, represents the understanding on different aspects. Advertising brief consists of three elements:
- Background Advertising Brief; the competition, earlier advertising of the mark, brand performance against a market background, competitive report, basic brand characteristics,
- Creative Brief; campaign terms, conditions, and requirements, destined audience review, brand propositions and agreement, confirmation of the promise, character of the brand, desirable image, advertising assignment, basic customer insight,
- Media Brief; advertising assignment, media goal, geographical preferences of the market, recommended media, target audience figure, media budget, length of the campaign.
Examples of Advertising brief
- An advertising brief between an advertising agency and a clothing company may include the type of clothing the company produces, the target demographic, the budget for the campaign, the timeline, and the desired outcome.
- An advertising brief between an advertising agency and a food company may include the types of food products the company produces, the target demographic, the budget for the campaign, the timeline, and the desired outcome.
- An advertising brief between an advertising agency and a travel company may include the type of travel services the company provides, the target demographic, the budget for the campaign, the timeline, and the desired outcomes.
- An advertising brief between an advertising agency and a health and wellness company may include the type of health and wellness products the company produces, the target demographic, the budget for the campaign, the timeline, and the desired outcome.
In conclusion, an Advertising brief is an essential part of any successful marketing campaign. It should clearly define the target audience, establish a budget, set objectives, and determine the message to be communicated. These elements are essential for creating an effective and successful marketing campaign.
Practice speaking for your learning portfolio.
Topic 1. Advertising brief. Рекламный бриф.
Text 23. Planning an advertising campaign and its stages. Планирование рекламной кампании, ее этапы.
If an enterprise intends to conquer the market or even part of it, then large-scale advertising campaigns are indispensable. Taking into account the competitive environment, consumer selectivity and the specifics of marketing measures in general, a strictly scientific approach should be followed.
The main stages of planning an advertising campaign
Spreading a new product, brand or idea to the masses is a long and costly process. To achieve the goals of the company, complex promotional measures will be required: advertising on various media, image publications in the media, participation in various events, even non-advertising ones.
What are the stages and how are they different?
Planning an advertising campaign is subject to the following sequence of actions:
- Research.
- Budget.
- Setting goals.
- Locate location.
- Define duration for each campaign.
- Format selection.
- Design and development.
- Correction and revision.
- Planning the company during campaigns.
- Launch of advertising campaign.
- Performance evaluation.
Given the specific features, each of the stages deserves special attention. Let us discuss some of them.
Market and target audience research. Planning an advertising campaign starts with thorough research. They should be carried out in several directions: studying the market, customer needs, the marketing situation on the market, the approaches of competitors — what they focus on and how they promote their product.
The market should be considered by segments. Also, strategic planning of advertising campaigns should focus as much as possible on drawing up a portrait of a potential client: what he does, what problems he has, from which channels he receives information and how an advertising campaign can get into his field of vision.
Define the budget. Planning an advertising campaign takes it to the next level when budgeting for upcoming events. There is no specific example of an estimate, since the cost of services in each case is purely individual. The total budget also depends on the following factors:
- Ad placement. Traditionally, these are television, newspapers, magazines, radio and special editions.
- Terms of placement. Media resources encourage serious advertisers. In practice, most are ready to provide discounts and bonuses for the volume of advertising or the duration of the placement period.
- Enterprise budget. How much is the company willing to spend on advertising? What is the system for distributing funds? Usually the budget for marketing and promotional measures is approved at the beginning of the year. Based on this, it makes sense to schedule campaigns as early as possible.
- The scale of the campaign. Is the campaign planned for one city, for the whole country, for a certain circle of clients or internationally? In each case, the budget will be very different.
Goals. Each measure in the field of marketing and advertising should have its own clearly defined goals. Having big ambitions is good. But for efficiency, it is more important to rely on the real state of affairs. If the first stage of planning an advertising campaign is carried out as detailed and clear as possible, then it will be easier to determine the goals. There may be several. But for one campaign, it is advisable to choose only one goal. It could be:
- Increase awareness brand.
- Formation of a positive opinion about the company.
- Introducing consumers to the new product.
- Increase sales.
- Expanding market reach.
- Elimination of competitors.
The specificity of the goal simplifies the task of achieving it. For example, if a company is running an advertising campaign to increase sales, then it should choose placements where the consumer will be most inclined to buy — a supermarket or a store. Product design, communication, and ad format will need to consider behavioral factors.
Where to post? The industry offers a variety of types of advertising space. Traditional Options:
- TV channels.
- Newspapers and magazines.
- Radio.
But trends in the world of advertising are changing and now virtual advertising space can compete:
- Websites.
- Social networks.
- Advertising portals.
- Contextual advertising.
- Affiliate networks for advertising.
Launch. From the moment of launch, specialists should work in two directions: tracking the progress of the campaign and its effectiveness. For this purpose, statistical data is collected for specific periods of time from the sales, marketing, logistics and accounting departments.
By analyzing the sales graph, you can determine the degree of effectiveness of the launched campaign. If the desired effect is not achieved, then you should look for shortcomings and fix them in the reports.
In conclusion. The main stages of planning an advertising campaign are not limited to this. Any advertising move is multifaceted and does not follow uniform rules. On the contrary, the advertising industry loves exceptions to the rules, non-standard approaches and original solutions. Moreover, these requirements apply not only to the submission format. Ways are encouraged in which costs are minimal and profits are high. Gadgets today are confidently competing for the role of an effective advertising plane, leaving behind television. Such conditions create the most favorable conditions for businesses to easily achieve their goals at minimal cost.
Practice speaking for your learning portfolio.
Topic 2. Planning an advertising campaign and its stages. Этапы планирования рекламной кампании.
Text 24. Identification of the target audience. Определение целевой аудитории.
What is Target Audience Identification? Target audience identification is the process of discovering and defining the specific group of people most likely to be interested in a product or service. This skill helps businesses and marketers understand who their ideal customers are so they can tailor their messages and reach them effectively. Why is Target Audience Identification Important? Identifying your target audience is crucial for several reasons:
- Effective Marketing: When you know who your audience is, you can create marketing campaigns that speak directly to them. This leads to higher engagement and better results.
- Resource Allocation: Understanding your target audience helps businesses allocate their resources wisely. You can focus your time and money on reaching the right people rather than wasting it on a broad audience.
- Product Development: Knowing your audience’s needs and preferences can guide product development. Businesses can create offerings that solve specific problems for their target customers.
How to Identify Your Target Audience.
- Research Demographics: Start by gathering data on age, gender, income, education, and location. This basic information can help you build a profile of your ideal customer.
- Analyze Behavior: Look at what your potential customers like and how they behave. Understanding their interests, buying habits, and online activity can help refine your audience.
- Use Surveys and Interviews: Gathering direct feedback from current or potential customers can provide valuable insights. Ask questions about their preferences, challenges, and what they want from your products or services.
- Study Competitors: Examine who your competitors are targeting. This can reveal gaps in the market or opportunities to reach a different audience.
- Create Buyer Personas: After gathering your data, create detailed profiles of different segments of your target audience. Each persona should represent a specific type of customer, including their interests and challenges.
Topics and Subtopics in Target Audience Identification
Understanding target audience identification involves several key topics and subtopics. Here is an outline of those areas:
1. Demographic Analysis
- Age: Understanding the age groups that make up your target audience.
- Gender: Identifying gender trends and preferences.
- Income Level: Analyzing the income brackets of potential customers.
- Education Level: Assessing the academic background and education of your audience.
- Location: Considering geographic factors that influence customer behavior.
2. Psychographic Profiling
- Interests and Hobbies: Discovering what hobbies and interests resonate with your target audience.
- Values and Beliefs: Understanding the values that influence purchasing decisions.
- Lifestyle Choices: Identifying lifestyle habits and preferences of potential customers.
- Personality Traits: Analyzing personality traits that impact consumer behavior.
3. Behavioral Insights
- Buying Habits: Examining how often the audience purchases and what influences those decisions.
- Usage Patterns: Assessing how frequently the audience uses your products or services.
- Brand Loyalty: Understanding what fosters loyalty to a brand among your audience.
4. Market Research Techniques
- Surveys and Questionnaires: Collecting data directly from potential customers.
- Interviews: Conducting one-on-one discussions for deeper insights.
- Focus Groups: Gaining feedback from small groups of potential customers about products or concepts.
- Competitor Analysis: Studying competitors to identify gaps in target audience engagement.
5. Creating Buyer Personas
- Defining Persona Characteristics: Crafting detailed descriptions of ideal customers based on collected data.
- Segmenting Audiences: Grouping customers into segments with similar traits for targeted marketing efforts.
By exploring these topics and subtopics, businesses can develop thorough target audience identification strategies that enhance marketing effectiveness and drive success.
Practice speaking for your learning portfolio.
Topic 3. Identification of the target audience. Определение целевой аудитории.
Text 25. Studying and creating a portrait of the target audience. Изучение и составление портрета целевой аудитории.
Studying the target audience is an important process that helps to better understand potential customers and establish a connection with them. Some methods of studying the target audience:
— Research of competitors and their target audience. You can study the websites and advertising materials of competitors. It is important to take a critical approach to research: competitors can make mistakes, so it is necessary to check the available marketing materials.
— Using personal experience. You can apply the experience of owners of similar businesses, as well as the opinions of employees about customers.
— Study of open sources. Marketing research of markets and target audience is regularly published. You can also use statistical data on consumer tastes and preferences, on the population, and on the economic situation of specific regions.
-Analysis of behavior in social networks. You can study which blogs and celebrities potential clients subscribe to, how they react to various publications, which bloggers and their public statements are important to the target audience.
Some questions that will help you to understand your target audience better:
- What is their current life situation?
- What needs are not being met by existing products or services?
- What motivates them to buy?
- Who has the most influence on making a purchase decision?
- What channels do they usually use for shopping?
- How often do they shop?
Studying the target audience is an ongoing and dynamic process that requires constant evaluation.
A portrait of the target audience is a generalized image of a person who is ready to buy a product or service. It includes everyone who is most likely to respond positively to the product and promotions. To create a portrait of the target audience, you need to identify a number of characteristics:
Geographical. Place of residence, climatic conditions of the region, cultural and local peculiarities.
Socio-demographic. Age, gender, marital status, ethnicity, nationality, religious beliefs, education, profession, income level and living conditions.
Interests. Hobbies and interests that attract attention, intrigue and do not leave anyone indifferent.
Actual needs and pains. What worries the client the most.
You can use different methods to create a portrait of the target audience:
Search in online communities. Social networks, messengers, and forums are places where potential customers live.
Online research. You can choose a person you know who could potentially be a client, and analyze their social media accounts, track comments and reactions.
Survey. The best way to understand what a customer really needs is to ask them directly.
Interview with the client. The method allows you to study the needs of the target audience even more deeply.
To create a portrait of the target audience, you can use special tools and online services:
Survey services. For example, Google Forms, Yandex.View or «Questionnaire».
Statistics of a page, community, or website. This is how you can collect data about the gender, age, and location of customers.
SimilarWeb. The service allows you to find out what interests the users who visit the site.
Xtensio. Simplifies the structuring of information, you just need to fill in the blocks.
Demand Metric. A convenient table where you can enter user data. There is a separate tab for each user.
Digital Marketer. It allows you to quickly create a portrait of a consumer based on a ready-made example.
Practice speaking for your learning portfolio.
Topic 4. Studying and creating a portrait of the target audience. Изучение и составление портрета целевой аудитории.
Тема 3.9. Анализ рынка.
Text 26. Market analysis. Анализ рынка.
Market analysis is a comprehensive study of a specific market within an industry, including an examination of its various components, such as market size, key success factors, distribution channels, target audience, profitability and growth rate, and market trends. The aim of market analysis is to evaluate and understand market conditions, trends, and competition to make informed business decisions.
The market analysis aims to provide an overview of the market’s characteristics and emerging future trends and help businesses make informed decisions, identify opportunities, and develop strategies to achieve their goals and objectives. It is also a tool for analyzing key competitors in the industry and provides an overall view of the market environment. Market analysis is a comprehensive examination of the market and its components globally or in a specific region. Its main objective is understanding the market’s opportunities, strengths, weaknesses, and consumer behavior patterns. The key components include market size, distribution channels, profitability, growth rate, key success factors, target audience, and market trends. These components help businesses to gain insights into the market and make informed decisions. It can be conducted using various methods, including surveys, field trials, focus groups, observations, personal interviews, and secondary research. Market analysis is an important aspect for businesses to understand their industry’s current and future state. So let’s look at some of its key components:
- Market Size: Market size refers to the total sales generated in a specific period and provides insight into the current sales volume and future sales projections. Market size is influenced by market demand, and businesses can gather information on market size through surveys, government data, trade publications, and financial reports.
- Key Success Factors: Understanding the key success factors in the market is crucial for businesses to remain competitive. These factors include marketing and operational strategies, resource allocation, management, and employees. By evaluating these factors, businesses can identify areas for improvement and achieve their goals and objectives.
- Distribution Channels: Distribution channels play a crucial role in the market analysis as they determine the path to the customer. Through market analysis, businesses can identify new customers and opportunities to expand their user base by evaluating the relationship between the business and existing customers.
- Target Audience: Market analysis allows businesses to segment their target audience from the larger market and cater to their specific needs, increasing brand loyalty.
- Profitability and Growth Rate: Predicting future profits is one of the main objectives of market analysis. Businesses can project the market size and future cash flows by estimating the potential user base. Additionally, financial ratios can be used to estimate the growth rate.
- Market Trends: Understanding current and future trends is a key component of market analysis. Market trends have the potential to attract new customers and should be closely monitored.
Let us look at the methods and tools used for a market analysis for a better understanding:
- Surveys: Surveys are widely used tools for market analysis. Companies can send questions to their target audience through various methods, such as email, in-person, mail, online, and telephone surveys, to gather information about their tastes, preferences, and opinions.
- Focus Groups: Focus groups are a method of gathering a small group of individuals to discuss a product or service, providing companies with a broader perspective of their target audience’s views and opinions. However, focus groups can be limited in size and more expensive than other methods.
- Field Trials: Field trials are tests where a company takes a group of products and tests them in selected areas to observe consumers’ reactions and understand market behavior towards their products. Field trials can be highly expensive compared to other market analysis tools.
- Personal Interviews: Involve one-on-one interactions with individuals to gather information about their preferences and opinions. Companies can conduct personal interviews in a specific region to identify behavioral patterns toward a product.
- Observations: Observations are a cost-effective method of market analysis, where companies can manually observe the market and audience to understand their tastes and preferences. However, this method is limited in providing quantitative data and may need to be combined with other methods to get a complete market picture.
- Social Media: Social media platforms provide companies with opportunities to engage with their target audience through polls, insights, and questions, offering a broad perspective on customers’ preferences and opinions. It is the great method for increase engagement on website.
Practice speaking for your learning portfolio.
№ 5. Market analysis. Анализ рынка.
Text 27. Competitor analysis. Изучение конкурентов.
You think you know your competitors. You’ve done a cursory Google search, glanced at their websites, and bought their product once or twice. But do you know what makes them tick? Understanding your competitors at a deep level is one of the most critical and overlooked components of business strategy. Getting inside your competitor’s head can reveal vital insights into their positioning, messaging, pricing, partnerships, and more. This intel can help you stay one step ahead. In this article, we’ll explore the fundamentals of competitor analysis and how to use these insights to crush your competition. Let’s dive in.
You’re probably thinking – I know who my competitors are; what more do I need? Here’s the thing: your competitors are working day and night to beat you. They’re analysing your every move, uncovering your weaknesses, and finding ways to win over your customers. You’re at a massive disadvantage if you’re not doing the same. Competitor analysis gives you an intimate understanding of their strategies so you can counter them. It also reveals gaps in the market you can exploit before someone else does. Simply put, ignoring competitor analysis is negligent. To succeed in business today, you must consistently study and keep tabs on the competition. To study competitors, you can follow these recommendations:
- Identify the main competitors. To do this, you need to find online advertisements and search results for a product or service category. Then repeat the search with different terms and keywords related to the business and collect the names of competitors.
- Explore the official websites of competing companies. You need to look at the stated missions, goals, slogans, product reviews, etc. This will help you make sure that the companies are really competitors and find additional information about their offers.
- Explore a competitor’s product as a customer. You need to install a competitor’s product (if it’s mobile) and register (if it’s web-based). Then study it deeply and take screenshots of all the stages — settings, key modules, functions, workflows, and more.
- Explore online and social activity of competitors. You need to follow them on social media, watch their videos, read their blog posts, and subscribe to their newsletters.
- Track online reviews. To do this, you can use review sites such as Capterra and TrustPilot. They post reviews that let you know what users think of their competitors.
For a more accurate and high-quality analysis of competitors, you can contact a professional business analyst.
Practice speaking for your learning portfolio.
Topic 6. Competitor analysis. Изучение конкурентов.
Text 28. Evaluation of the effectiveness of an advertising campaign.
Оценка эффективности рекламной кампании.
To evaluate the effectiveness of an advertising campaign, you need: Select a measurement tool. The depth of the collected data, the speed of analysis, and the success of evaluating the effectiveness of advertising depend on this. Collect and organize the data. You need to collect all the data from the selected measurement tool and organize it clearly and concisely. Analyze and interpret the data. It is necessary to identify patterns, correlations, and anomalies around advertising that show audience behavior and campaign effectiveness. Draw conclusions. Based on the analysis, significant conclusions can be drawn about the effectiveness of advertising.
Advertising effectiveness measures how well a brand’s marketing strategies resonate with its intended audience and yield the desired results. It evaluates the strengths and weaknesses of particular ad campaigns and identifies the profitability— or the return on investment (ROI) your marketing efforts provide. Often, businesses use advertising as a significant means of revenue. Hence, determining its effectiveness is crucial to ensure gains. A competent advertising campaign doesn’t only boost sales and grow prospective customer base, but it also enriches brand perception. Measuring advertising efficacy facilitates understanding the influence and extent of your campaign, enabling you to identify the optimum level of exposure and the components that work or don’t with your marketing approach. Remember, there is no one-size-fits-all formula for measuring advertising effectiveness—it varies for each brand. If you measure the effectiveness of your advertising campaign, you are likely to deliver effective marketing campaigns. Various methods can be used to evaluate the effectiveness of an advertising campaign, for example:
- Surveys and customer feedback. This allows you to get direct input from the target audience.
- A/B-testing and conversion tracking. Experiments with variations to determine optimal efficiency.
- Digital analytics and metrics. Using data from online platforms to track engagement.
- Monitoring of interaction with ads. It includes tracking user activity after viewing content. This method allows you to identify what actions users perform after interacting with ads, such as visiting a website, filling out a form, or making a purchase.
- Analysis of comments and the overall level of user engagement. It can provide valuable information about the perception of a brand and its products. High activity and positive reviews usually indicate a good perception of the advertisement.
- Using analytics systems. Platforms such as Yandex.Metrica, Google Analytics collect statistics — data about users, traffic sources, and behavior on the site. They help analyze campaigns by tracking the budget, the number of clicks, conversions, and the cost of actions.
Measuring a campaign’s performance gives marketers the opportunity to be more strategic, efficient, and effective in their efforts, which promotes growth and success in a competitive landscape.
Practice speaking for your learning portfolio.
Topic 7. Evaluation of the effectiveness of an advertising campaign. Оценка эффективности рекламной кампании.
Варианты для монологического высказывания по темам ПА-3:
Вариант 1. Личностные и профессиональные качества рекламиста. Personal and professional qualities of the specialist in the field of advertising.
Вариант 2. Профессии в рекламе. Professions in advertising.
Вариант 3. Функции, классификация рекламы. Functions and сlassification of Advertising.
Вариант 4. Печатная реклама и реклама в СМИ. Print and Media Advertising.
Вариант 5. Наружная реклама. Outdoor Advertising.
Вариант 6. Продакт плейсмент. Product placement.
Вариант 7. Социальная реклама. Social Advertising.
Вариант 8. Роль СМИ в жизни общества. The role of the media in the life of society.
Вариант 9. Интернет как рекламное пространство. The Internet as an advertising space.
Вариант 10. Средства продвижения товаров и услуг. Means of promoting goods and services.
Критерии оценки:
максимальное количество набранных баллов – 5:
оценка «отлично» — 5 баллов (полное раскрытие темы 100-90 %, отсутствие
серьезных грамматических, фонетических и лексических ошибок);
оценка «хорошо» — 4 балла (неполное раскрытие темы 89-70 %, наличие
незначительных грамматических, фонетических, лексических ошибок);
оценка «удовлетворительно» — 3 (частичное раскрытие темы 69- 50 %,
наличие значительных грамматических, фонетических, лексических ошибок);
оценка «неудовлетворительно» — 2 балла (частичное раскрытие темы 49-0 %,
наличие грубых грамматических, фонетических, лексических ошибок).
При выставлении оценки за Промежуточную аттестацию (ПА-3) учитываются: результаты работы студента на практических занятиях за истекший период и посещаемость (средняя арифметическая оценка), оценка за устный ответ по листам портфолио по пройденным до ПА-4 темам: Результаты ПА-3 заносятся в учебный журнал и ведомость ПА-3.
Варианты для монологического высказывания по темам ПА-4:
Вариант 1. Рекламный бриф. Advertising brief.
Вариант 2. Этапы планирования рекламной кампании. Stages of advertising campaign planning.
Вариант 3. Определение целевой аудитории. Identification of the target audience.
Вариант 4. Изучение и составление портрета целевой аудитории. Studying and creation of the target audience portrait.
Вариант 5. Анализ рынка. Market analysis
Вариант 6. Изучение конкурентов. Studying competitors.
Вариант 7. Оценка эффективности рекламной кампании. Evaluation of the effectiveness of an advertising campaign.
Критерии оценки:
максимальное количество набранных баллов – 5:
оценка «отлично» — 5 баллов (полное раскрытие темы 100-90 %, отсутствие
серьезных грамматических, фонетических и лексических ошибок);
оценка «хорошо» — 4 балла (неполное раскрытие темы 89-70 %, наличие
незначительных грамматических, фонетических, лексических ошибок);
оценка «удовлетворительно» — 3 (частичное раскрытие темы 69- 50 %,
наличие значительных грамматических, фонетических, лексических ошибок);
оценка «неудовлетворительно» — 2 балла (частичное раскрытие темы 49-0 %,
наличие грубых грамматических, фонетических, лексических ошибок).
При выставлении оценки за Промежуточную аттестацию (ПА-4) учитываются: результаты работы студента на практических занятиях за истекший период и посещаемость (средняя арифметическая оценка), оценка за Текущий (рубежный) контроль, оценка за устный ответ по листам портфолио по пройденным до ПА-4 темам: Тема 3.8. Разработка рекламной кампании. Тема 3.9. Оценка эффективности рекламной кампании. Результаты дифференцированного зачета (ПА-4) выставляются в журнал и ведомость. Дисциплина осваивается в течение 4 семестров. Оценка в диплом выставляется на основании полученных студентом оценок по результатам промежуточных аттестаций за все семестры изучения данной дисциплины (согласно среднеарифметическому расчету).
Приложение 1
Рейтинговая карта студента
ФИО_________________________________ (3 курс, группа )
Специальность: 42.02.01 Реклама
Дисциплина: СГ.02. Иностранный язык в профессиональной деятельности.
Дисциплина осваивается в течение 4 семестров (1, 2, 3 и 4). Оценка в диплом выставляется на основании полученных студентом оценок по результатам промежуточных аттестаций за все семестры изучения данной дисциплины (согласно среднеарифметическому расчету).
| 5 семестр | |||
|---|---|---|---|
| Вид контроля(по технологической карте) | Максимальное/минимальноеколичество баллов | Набранные баллы(как пример) | Оценка уровня подготовки |
| 1. Посещаемость учебных занятий до даты ТРК-3 в 5 семестре | 20-10 | 10(как пример) | |
| 2. Текущий контроль до даты ТРК-3 в 5 семестре | 20-10оценка «5»-20-18оценка «4»-17-14оценка «3»-13-10оценка «2»-9-0 | 11 | 3 |
| 2.1. Тесты и упражнения (в том числе в системе Moodle) | 14-7 | 7 | 3 |
| 2.2. Портфолио для ПА-3 | 4-3 | 3 | 3 |
| 2.3. Презентации по одной из тем ПА-3 | 2-1 | 1 | 3 |
| 3. Текущий (рубежный) контроль 3 (контрольный тест) | 10-5оценка «5»-10-9оценка «4»-8-7оценка «3»-6-5оценка «2»-4-0 | 5(допустимый минимум на оценку «3») | 3 |
| 4.Текущий (рубежный) контроль 3 с учётом всех баллов до даты ТРК-3: за посещаемость, текущий контроль, контрольный тестДанный показатель учитывается при подсчёте общего балла для выведения итоговой оценки ПА-3 | 50*-25*оценка «5»-50-45оценка «4»-44-34оценка «3»-35-25оценка «2»-24-0 | Всего набрано баллов: 26*(как пример) | 3 |
| 5. Посещаемость учебных занятий после ТРК-3 до даты ПА-3 | 20-10 | 14(как пример) | 4 |
| 6.Текущий контроль после ТРК-3 до даты ПА-3 | 20-10оценка «5»-20-18оценка «4»-17-14оценка «3»-13-10оценка «2»-9-0 | 11 | 3 |
| 6.1. Тесты и упражнения (в том числе в системе Moodle) | 14-7 | 7 | 3 |
| 6.2. Портфолио для ПА-3 | 4-3 | 2 | 3 |
| 6.3. Презентация одной из тем ПА-3 | 2-1 | 1 | 3 |
| Общие баллы, полученные студентом за Текущий (рубежный) контроль 3.Данный показатель учитывается при подсчёте общего балла для выведения итоговой оценки ПА-3 | 50*-25* | Всего набрано баллов: 26*(как пример) | 3 |
| 4. Участие в олимпиадах, конференциях, конкурсах и других мероприятиях ПК «Филология и лингвистика». | 10(дополнительные баллы) | 0 | |
| ПА-1 -(контроль монологического высказывания) | 10-5оценка «5»-10-9оценка «4»-8-7оценка «3»-6-5оценка «2»-4-0 | 5(допустимый минимум на оценку «3») | 3 |
| Промежуточная аттестация 3 с учётом всех баллов с начала семестра до даты ПА-3 за посещаемость, текущий контроль и ТРК-3 | 100-50оценка «5»-100-90оценка «4»-89-70оценка «3»-69-50оценка «2»-49-0 | 56(результат по всем баллам) | 3 |
| 6 семестрВид контроля(по технологической карте) | Максимальное/минимальноеколичество баллов | Набранные баллы(как пример) | Оценка уровня подготовки |
| 1. Посещаемость учебных занятий в 6 семестре | 40-20 | 20(как пример) | 3 |
| 2. Текущий контроль в 6 семестре | 40-20оценка «5»-40-36оценка «4»-35-28оценка «3»-27-20оценка «2»-19-0 | 20 | 3 |
| 2.1. Тесты и упражнения (в том числе в системе Moodle) | 28-14 | 14 | 3 |
| 2.2. Портфолио для ПА-4 | 10- 6 | 5 | 3 |
| 2.3. Презентация одной из тем ПА-4 | 2-1 | 1 | 3 |
| 3. Участие в олимпиадах, конференциях, конкурсах и других мероприятиях ПК «Филология и лингвистика». | 10(дополнительные баллы) | 0 | |
| 4. ПА-4. Промежуточная аттестация 2 (контроль монологического высказывания) | 20-10оценка «5»-20-18оценка «4»-17-14оценка «3»-13-10оценка «2»-9-0 | 10(допустимый минимум на оценку «3») | 3 |
| 5.Промежуточная аттестация 4 с учётом всех баллов с начала семестра до даты ПА-2 за посещаемость, текущий контроль и ПА-4 | 100оценка «5»-100-90оценка «4»-89-70оценка «3»-69-50оценка «2»-49-0 | 50(результат по всем баллам) | 3 |
