XVIII. The key-words of the following text are the derivatives to the word

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advertise. Use them to fill in the gaps.

Usually we speak only about the _____ of commercial organizations. But nonprofit organizations also _______. The government, charities, trade associations, and religious groups, for example, use the same kinds of creative and media strategies as their counterparts in the for-profit sector to convey messages to the public. But unlike commercial …, whose goal is to create awareness, image, or brand loyalty on the part of consumers, noncommercial organizations use … to affect consumer opinions, perceptions, or behavior—with no profit motive. While commercial … is used to stimulate sales,noncommercial …is used to stimulate donations, to persuade people to vote one way or another, or to bring attention to social causes.

If a specific commercial objective for a new shampoo is to change people's buying habits, the analogous noncommercial objective for an energy conservation program might be to change people's activity habits, such as turning off the lights. The latter is an example of demarketing, which means the … is actually trying to get consumers to buy less of a product or service.

XIX. Make up the sentences. The first word of each sentence is given to you.

1.N.W. Ayer, in1877, to offer, the nation’s, ad, agency, oldest, established, clients, ‘full service’, was.

2. “Full service”, using, artists, and, to create, preparing, an advertising, writers, plan, the ads, means, producing, them, and, staff, writers, placing.

3. So the “agent”, the way, had, from, the publication, of, as, space, shifted, all, the interests, salesman, the needs, to serving, the advertiser, of, serving.

4. And publications, more, just, now, included, than, newspapers.

5. A young, named, had, the foresight, that, should, advertising, man, advertising, to realize, J.Walter Thompson, literary, sell, magazines, space.

6. By the turn, Ladies Home Journal, general, he, of, compilation, the century, Harper’s, women’s, and, magazines, had,Cosmopolitan, an exclusive, “List of Thirty”, developed, including, and.

7. This move, brought, industry, media, truly, Thompson’s part, national, into, the advertising, on.

XX. Translate into Ukrainian in written form.

Advertising is defined as the nonpersonal communication of information usually paid for and usually persuasive in nature, about products, services, or ideas by identified sponsors through various media.

Advertising may be classified by target audience (consumer, industrial), by geography (local, international), by medium (radio, newspaper, television), or by its function or purpose (product advertising, noncommercial advertising, action advertising).

Advertising began in ancient times when most people could not read or write. As manufacturing and communication technologies developed, so did advertising. Printing was the first major technology to affect it, and cable television and computers are the most recent. Since World War II, advertisers have attempted to differentiate products through positioning strategies and other techniques.

As a marketing tool, advertising serves several functions:

- To identify and differentiate products.

- To communicate information about the product.

- To induce the trial of new products by new users and to suggest repurchasing by existing users.

- To stimulate a product's distribution.

- To increase product use.

- To build brand preference and loyalty.

- To lower the overall cost of sales.

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