I. Read the text and accomplish the tasks below.

Advertising strategies
Different creative strategies are used in advertising, in order to obtain
consumers attention and provoke shoppers to purchase or use a specific product.
Advertisers use different ways of thinking to create catchy slogans. Advertising
strategies can be classified according to their aims.
Informative advertising aims to create awareness and knowledge of new
products or new feature of advertising products. Persuasive advertising aims to create
liking, preferences, conviction and purchase of product. Reminder advertisement
strategy aims to stimulate repeat purchase of product. However, any advertising
strategy is emerged from analysis of market situation. For example, if the product
class is mature, the company is a market leader and brand usage is low there should
be a proper strategy to stimulate more usage. Advertising messages arent created on
a whim or by a quick flash of inspiration. Advertising is a disciplined art and involves
a lot of strategic thinking. Advertisers create messages to accomplish specific
objectives, a process called strategic planning. The most wide-spread advertising
strategies are Bandwagon and Card-Stacking. Bandwagon is a form of propaganda
that exploits the desire of most people to join the crowd or be on the winning side,
and avoid winding up the losing side. Few of us would want to wear nerdy cloths,
smell differently from everyone else, or be unpopular. The popularity of a product is
important to many people. Even if most of us say we make out own choice when
buying something we often choose well-advertised items- the popular ones.
Advertising copywriters must be careful with the bandwagon propaganda
technique because most of us see ourselves as individuals who think for themselves.
If Bandwagon commercial is too obvious, viewers may reject the product outright.
The propaganda technique of Card-Stacking is so widespread that we may not always
be aware of its presence in a commercial. Basically, Card-Stacking means stacking
the cards in favor of the product; advertisers stress is positive qualities and ignore
negative. For example, if a brand of snack food is loaded with sugar and calories, the
commercial may boast that the product is low in fat, which implies that it is also low
in calories. Card-Stacking is such a prevalent rational propaganda technique that
gives us only part of the picture. Therefore, many of the firms have their own
department of advertising whose aim is to advertise the companys merchandise and
services to the potential buyers and make general consumers aware of different
aspects of their brand and make business more popular within the circle of potential
buyers.
Advertising, in a straight line, increases profit of the companies by escalating
its revenue. The expenditure made on advertisement can turn as good boost in
earnings.
Nr Items Results
1. Answer the question. A A
What is the aim of advertising? 0 0
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2. Answer the question. A A
How can advertising strategies be classified? 0 0
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3. Circle the correct variant (True/False). Justify your choice. A A
a) a) Advertising messages are created by a quick flash of inspiration. T F 0 0
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b) People dont care about the popularity of a product. T F
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4. Match the parts together to get entire sentences. A A
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1. Card-Stacking technique a. exploits the desire of most people to join the crowd. 3 3
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2. Bandwagon technique b. to accomplish specific objectives. 9 9

3. Advertisers create messages c. gives us only part of the picture.

d. think for themselves.

5. Comment on: Advertising increases profit of the companies by escalating its revenue. A A
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II. Grammar. . Underline the correct variant using the words in bold, insert the article
where necessary. Put the verbs in brackets into the correct tense form. Fill in the
suitable prepositions to make the sentence complete. Complete the wish sentence.
Fill in the question tag.

1. I meant to buy, buying an evening paper but I didnt see anyone selling, to sell A A
them. 0 0
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2. The hall porter ______________(polish) the knockers of all the flats every day, 2 2
mine _____________________ (polish) for a week. 3 3
4 4
1. 3. The paraffin heater was perfectly safe. There _______________________(be) a fire 5 5
if the children ___________________ (knock) it over. 6 6
2. 7 7
4. He played the violin all night which, when ,what annoyed the neighbours. 8 8
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5. She is always __________ a bad temper ___________ breakfast time. 10 10
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6. I dont know what _____ price the owners are asking. But Dry and Rot are ____ 12 12
agents. You could give them ______ ring and make them _____offer. 13 13
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7. When Sue woke up her watch had vanished. Someone ___________________ 15 15
(must ,steal) it while she slept. 16 16
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8. Ann promised she ______________ (look) for her skates when she _____________ 18 18
(get) home. 19 19
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9. Its a pity we dont know where we are. We wish we_________ ( know) where we
were.

10. Shed have enjoyed it,____________________________?

11. This clock is always slow/slowly; I put it forward/on ten minutes every morning.

III Civilization topic. Write some facts about the Higher Education Institutions in the A A
. USA. 0 0
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IV Outline in writing your opinion on the subject: A A
. Critical thinking and problem solving skills are important in life. 0 0
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