Ответы по английскому языку (стр. 3 из 5)

DefineYourAdvertisingBudget

Howyouadvertisedependsonyouradbudget.Youneedtostrategicallyuseyouradvertisingmoney.If you'reonlyallowing asmallportion ofmoneytoadvertising,youwouldn'twanttothrowitallintothe

production ofonecommercialthatruns at2a.m.Knowexactlyhowmuchyouwillspend onyour advertisingfirstsoyoucanmakewisedecisionsinthecreationandplacementofalladmediums. HuntforAffordableOpportunities

Runningyourownadcampaignmeansyouhavetobeyourownmediadirector.You'vegottofindthe bestadplacementandthemostaffordableopportunitiestofitintoyourbudget.Ifyou'relimitedtoavery

smallbudget,youcanfindmanywaystobypasshighadvertisingcosts.

KnowYourTargetAudience

You can'tadvertiseeffectivelyifyoudon'thityourtargetaudience.Knowwhotheyarebeforeyoustart creatingyourads.Ifyourcompanysellsscooterstoseniors,youdon'twanttoinvestincableadstorun

onMTV.

AdvertiseinAppropriateMediums

Ofallthe differentadvertisingmediumsyoucanuse,youhave tobe able tousethesemediums toyourbenefit.Spending allofyourmoneyonadirectmailcampaignwhenyouraddollarswouldbebetter

spentonprintadsisgoingtolimithowmanycustomersyoucould'vegained.Takealookateach medium,thinkaboutyourtargetaudience,takealookatyourmarketingplanandyourplanofactionand

decide which medium(s)will bebestforyouraddollars.

Don'tBeAfraidtoHireFreelancers

Ifyoucan'tturnyouradvertisingovertoanagency,stillconsiderhiringafreelancecopywriterand/or graphicdesigner.Theseprofessionalsknowwhatmakesagoodadvertisement.

Manyfreelancershave workedinadvertising agenciessoyougetthebenefitoftheirexpertise. Plus,freelancerscangiveyouprofessionalcopyandmaterialsatanaffordable cost.

ConsistencyisKey

Ifyou'rerunning TVandradiocommercials,printadsandadirectmailcampaign,keepthemconsistent.

Use thesame announcerandmusicforyourcommercials.Printmaterials shoulduse thesame colorsand fonts.Usethesametagline.Youwanttokeepeverythingconsistentsoyourpotentialcustomersstart identifyingyourtagline,yourcolors,yourfont,yourannouncer,jingle-everything-thatrelatestoyour company'sadcampaign.

Frequency

Buying spacefor oneradiocommercialthatairs onceat4:30 inthemorningisn'tgoingtogetmuchofa

response.Youwantcommercialstohavealargerfrequencysoyoucan increaseyourchancesofhittingthattargetaudience.Ifyou'rerunningadirectmailcampaign,decidethefrequencyofyourmaterialsup front.Onceyousendyourinitialmaterials out,howmanytimeswillyousendoutfollowupmaterials? Knowtheanswersbeforeyoubegintohelpmaximizeyourstrategy'ssuccess.

Books

Whenallelsefails andyoustillrunintoquestions,thereareplentyofbooksyoucanusetogiveyou

guidance.Alsobeonthelookoutfortitlesthathavejustbeenreleasedsoyoucankeepon topofcurrent advertisingtrends.

6.Giveexamplesofgoodandbadadvertisements.

Anadvertisingcampaignis aseriesofadvertisementmessagesthatsharea singleidea andthemewhichmakeupanintegratedmarketingcommunication(IMC).Advertisingcampaignsappearindifferent

mediaacrossaspecifictimeframe.

Thecriticalpartofmakinganadvertisingcampaignisdeterminingacampaigntheme,asitsetsthetone

fortheindividualadvertisementsandotherformsofmarketingcommunicationsthatwillbeused.The campaignthemeisthecentralmessagethatwillbecommunicatedinthepromotionalactivities.

Good orbadwillbethis advertisementit’sanotherquestion.Itis difficulttoidentifywhich advertisementisgoodandwhichnot,becauseeveninthesurroundingsofpitchmentherearedisputes

aboutit.Onepeopleconsiderthemostimportantinadvertisementis thatitcouldselltheproduct,the othersmorecreativepersonsmake uselessfromthepointofsalesbutinterestingforpeople

advertisements.

From mypointofviewthegood examplesofadvertisementsit’sthe advertising ofalmostallperfumes.

Itis alwaysstylish,charming trailerwith goodselected music.ForexampletheadvertisementofChannel

№5withNicoleKidman.Itisshort,fascinated,low-pressuredadvertising.

Anothergoodexample ofadvertisementis classic advertising ofNewYearCoca-Cola. Itis good looking advertisement,funnywhichhelpsyoutofeelthe approachingofholiday.

Asforbadexamples,tomymind eachadvertisementinitstrailershouldcontainthe shortmessage ofthe theme ofthis or that advertising.Butthismessageshouldbe on theme,itshouldcontaintherightsense

oftheadvertising subject.ForexamplethetrailerofVanish.Attheendofadvertisementthereis a

phrase:“Pinkcolor,trustitandtherewillbenospots”.Whomshouldwetrust?Thecolororthefeature inthepinkpot?It’snotcorrectmessageoftheproduct.

Unit7.Cultures

1. Giveexamplesofcross-culturalissues.

2. Inwhatwayshouldculturalstereotypesbehandled?

3. Isthereadifferencebetweenculturesandsubcultures?

4. Explainthemeaning oftheterm‘culturalawareness’.Whyisitimportant?

5. Whatadvicewouldyougivetoa business visitorcoming to Italy,theUAE, toRussia?

1.Giveexamplesofcross-culturalissues.

Anindividual'sculturalbackgroundwillaffect thespecificwayinwhichheorsheseestheenvironment andalsohow theindividual mightshowhis orherfeelings,emotion,distress,orconflictinbehavior,

thoughtoraction.Therefore,culturewill influencetheexperienceof mentaldisorders andhowtheymightpresent.

Miscommunicationisthemostpopularexample ofcross-culturalissues.

Miscommunicationacrossculturallinesisusuallythemostimportantcauseofcross-culturalproblems.

Miscommunicationcanbecausedbyseveralproblems:

•differencesinbodylanguageorgestures.Thesamegesturecan havedifferentmeaningsindifferent

partsoftheworld.Forexample,Bulgariansshaketheirheadsupanddowntomeanno.Inaddition,the waypeoplecountontheirfingersisnotuniversal:TheChinesecountfromonetotenononehand,and eightisdisplayedbyextendingthethumbandthefingernexttoit.Thesamegestureisinterpretedas meaning twoinFranceandas pointingaguninNorth America.

•differentmeanings forthesameword.Likegestures,words canhavedifferentmeaningsorconnotationsindifferentpartsoftheworld.TheFrenchword"char"meansArmytankinFranceandcar inQuebec.Theword"exciting"hasdifferentconnotationsinBritishEnglishandinNorthAmerican English.WhileNorth American executives talkabout"exciting challenges"repeatedly,British

executivesusethiswordtodescribeonlychildren’sactivities(childrendoexcitingthingsinEngland,not executives).

•differentassumptionsmadeinthesamesituation.Thesameeventcanbeinterpretedmanydifferent ways dependingonwhereonecomesfrom.Forexample,althoughthesightofablackcatis considereda

luckyeventinBritain,itis considered unluckyinmany othercountriesparticularlyinRussia. Soinextremecases,miscommunicationcanleadtocasualties.

2.In what way should cultural stereotypesbehandled?

Weusestereotypesinpartbecauseit’ssohardtotakeinallofthecomplicatedinformationaboutotherpeopleintheworld.It’s difficulttospendtheamountoftimenecessarytounderstandwhyorinwhat

differentways peoplebehave. Soinstead,welearnearlyinourlivestoacceptstereotypesofgroups,orindividuals.Wedevelopstereotypesnotjustforlarge cultures,but smallerones.

Stereotypes eliminatethechallengesofunderstanding peoplewhoare differentfromourselves;they supposedlygiveusageneraloverviewofwholegroupsofpeoplesoweknowwhattoexpectandhowto

act.Unfortunately,somany stereotypesareinaccurate(неточный)andareusedasamethodof scapegoating(козел отпущения),ortoseparate"their"behaviorfrom"my"behavior.Wedon’talways

agree with,orlikethe wayanothercultures behavebecauseitis different,andwe thereforeperceiveitas wrong,anddevelopnegative/uglydescriptions (stereotypes).Whenwehaveproblems with someoneofa

differentgroup,wetendtoidentifytheproblemashavingtodowiththegroup,ratherthanourselvesor thespecificperson.Sostereotypesdogetinthewayofhowwethinkandfeel.Itmakesus very

judgmentalaboutothersandunfortunatelyoftenerroneouslyso.Stereotypespreventusfromidentifying thefeelings thatarereallygo on insideofus.Withstereotypes,thebeliefwillremainthatsomeonedid

somethingtous,ratherthantheproblem,fear,orrigidity/closedthinkingbeingwithinourselves.When

we’restereotypingwegetcaughtupintheissueofthat’swhat"theydo",that’show"thosepeople"are,insteadofbeingintouchwithouractualfeelingsofhurt,confusion,beingslighted,left-out,anger,etc.

3.Is thereadifference betweenculturesand subcultures?

Culturecanbedefinedasallthewaysoflifeincludingarts,beliefsandinstitutionsofapopulationthat arepasseddownfromgeneration togeneration.Culturehasbeencalled"the wayof lifeforanentire

society." Assuch,itincludes codesofmanners,dress,language,religion,rituals,norms ofbehaviorsuch aslawandmorality,and systems ofbeliefaswell astheart.

Variousdefinitionsofculturereflectdifferingtheoriesforunderstanding,orcriteriaforevaluating, humanactivity.

Asubcultureis aset ofpeoplewith aset ofbehaviorsandbeliefs,culture,whichcouldbedistinctor hidden,thatdifferentiatethemfromthelargerculturetowhichtheybelong.Ifthesubcultureis

characterizedbyasystematic oppositiontothedominantculture,thenitmaybedescribedasa counterculture.

Subcultures canbedistinctivebecause ofthe age,race, ethnicity,class,and/orgenderofthemembers.The qualitiesthatdetermineasubcultureasdistinctmaybe aesthetic, religious,political,sexualora

combination offactors.Members ofasubcultureoftensignaltheirmembershipthroughadistinctiveand symbolicuseofstyle, whichincludesfashions,mannerisms, andargot.

Thestudyofsubcultures oftenconsistsofthestudyofsymbolismattachedtoclothing,musicandothervisible affectations by members ofsubcultures, andalsothe waysinwhichthesesame symbols are interpretedbymembersofthedominantculture.

Sosubcultureitis thestreaminsidethemaincultureandtheyareconnected with eachotherin soorthatway.

4.Explainthemeaningoftheterm‘culturalawareness’.Whyisitimportant?

CulturalAwarenessisdevelopingsensitivityandunderstandingofanotherethnicgroup.Awareness

extendstospecialfoods,manners ofdress,language,religious preferencesandobservances,and differencesincommunication styles.(Forexample,in someculturesitisimpolitetomakeeyecontact,especiallywith someoneyoudonot knowwell.)Toenhancethe qualityofthe visit,itishelpful tobe awareofculturaldifferencesandbesensitivetothosedifferences.

Culturalawarenessrecognisesthatweareallshapedbyourculturalbackground,whichinfluenceshow weinterprettheworldaroundus,perceiveourselves andrelateto otherpeople.Youdon’tneedtobean expertineverycultureorhavealltheanswerstobeculturallyaware; rather,culturalawarenesshelpsyoutoexploreculturalissueswithyour recipientsmoresensitively.

Informationaboutspecificculturalpracticeswillhelptoincreaseyourculturalknowledgebyproviding anoverviewofculturalcharacteristicsandissues.However,itisalwaysimportanttoidentifyindividual needsandpreferences andrememberthatnoindividualcanbereducedtoa setofcultural norms.

Withinanyculture,peoples’values,behaviourandbeliefs canvaryenormously.Differencesmayoccur due to time ofarrival inAustralia,length ofsettlement,socio-economicbackground,level ofeducation,

wayof life,identification withculturalandreligiousbackground,anddifferentlife experiences. KeyConsiderations

·Beawareofyourownculturalinfluences.

·Beawareofjudgingotherpeople'sbehaviourandbeliefsaccordingtothestandardsofyourown

culture.

·Beawareofmakingassumptionsaboutculturalinfluences andapplyinggeneralisationsto

individuals.

·Understandthat thebehaviourandbeliefs ofpeoplewithineachculturecanvaryconsiderably.

·Understandthat theextenttowhichpeopleadopt practicesoftheirnewcountryandretainthosefromtheirculturalbackgroundcan varywithincommunities,evenwithinfamilies.

·Understandthatnotallpeopleidentifywiththeirculturalorreligiousbackground.

·Increaseyourknowledgeaboutdifferentculturalpracticesandissues throughculturalbackground

informationsessionsand/orresourcesandculturalawarenesstraining.

·Understandtheimportanceofappropriatecommunication.

5.Whatadvicewould yougive toabusinessvisitorcomingtoItaly,theUAE,toRussia?

Italy

LivelyconversationiscommoninItaly.WelcometopicsofconversationincludeItalianarchitecture,art

andfilms,sports(especiallyfootball),operaandpraisingthehospitalityofthe country.Itis besttoavoid

criticizing Italianculture,evenifyourItaliancounterpartsaredoingso.Don’tgiveabusiness giftuntilyoureceiveone. Yourgiftshouldbea wellknownbrandname. giftsofalcoholor craftsfrom your countryareoftengoodchoices.Otherpossiblegiftsarefinepens,aframedprintorpicture,silverkey ringsorcalculators.Avoidgiving gifts showingyourcompany’slogo.Hospitalityplays akeyrolein Italianbusiness culture.Regardlessofhowyoufeel,refusing aninvitation ofanykindmaygiveoffence.Thebusiness breakfastis almostunheard of.Rareexceptionsmaybefoundinthemajorcities.Business dinnersinvolveonlyasmall,exclusivegroup. Ifyou arethehost,checkwithyourItaliancontactbeforemaking anyinvitations.Lunchis stillthemainmealofthedayinmostareasofthecountry.Itis usually servedafter12:30p.m.andoftenhasmanycourses.

UnitedArabEmirates

Thehostsusuallyset thesubjectofconversation.Theywillnormallybeginwithpoliteenquiries(Howareyou?Howareyouenjoyingyourvisit?etc.). Ifothers arrivedbeforeyou,yourhostswilloftentell

youthesubjectofthepreviousconversationandinviteyoutocontribute.GivinggiftsintheUAEismore complexthaninothercountries.Thisispartlybecause ofthemixture ofnationalities:eachnationality

has differenttastes andcustoms.Also,nearlyeverything canbepurchasedintheUAElessexpensively thanelsewhereintheworld.As agestureofrespect,yourhostislikelyto openandcarefullyexamine

yourgiftinyourpresence.Itisimportantthatyourgiftis thebestyoucanaffordtoavoid embarrassment.Sharingamealis consideredthebestwayforpeopletogettoknowoneanother.Locals

oftenentertainathomebut theywillacceptaforeigner'sinvitation toahotelorrestaurant.Hospitalityin theUAEisveryimportantbutshouldnotbeinterpretedasfuturecommercialsuccess. Therearelocal

customs tobeawareof,forexample,itis consideredbadmanners toeithereatoroffersomething withthelefthand.

Russia

Obtaininganappointmentcanbeatremendouschallenge,sopersistenceandpatienceareessential.Once

yourappointmentisscheduled,doeverythingyoucantoavoidcancellation.

Whenmaking appointments,besuretoschedulethem farinadvance.Itwillalsobeinyourbestinterests

toconfirmanyappointmentseveraltimes,asthescheduleddateapproaches.

TheRussiandaybeginsearly,butitcanbe difficulttoforeseewhenallotherdailyactivitieswillbegin

andend.Schedulesareconstantly subjecttochange,oftenat thelastminute.Any visitorshouldstrivetobepunctual,butatthesametimeflexible.

Alwaysbepunctual,butdonotbesurprisedifyourRussiancontactsarenot.Itisnotunusual fora

Russiantobeoneortwohourslateforanappointment.Generally,themoreimportantthemeetingisfor

yourRussiancounterparts,themorepunctualtheywillbe.Allowplentyoftimeforeachappointment. Notonlymayappointmentsstartlate,theymaylastfarlongerthanoriginallyplanned.

Business hours aregenerally from9:00 a.m.to5:00p.m.,MondaythroughFriday.

ThereisanoldRussianproverb--"theymeetyoudependingonhowyou'redressedandtheysaygood

byedependingonhowwiseyouseem."

Nowadays,Russianbusinesspeoplepayalotofattentiontohowtheyaredressed.Russianpeoplein

general probablyspendmoremoneyfromtheirfamilybudgetonclothing thenanyothernationin the world.

Thosewhocan'taffordtobuytopfashionbrandclothing(suchasVersace,Armani,Gucci,CalvinKlein orHugoBoss)prefertobedressedincheaperbutstillwellmadesuitsratherthanwearthefakeproducts

widelyavailableinnumerousmarketsacrossthecountry.

Ifyou'reaman,yourbestbetwillbetowearasuitandtie(make surenot towearthesameonesevery

day)forallyourmeetings,whetherit'sinanofficeor restaurant.Darkcolours andwhiteshirtsareonlyforspecialocasions.Otherwise,choosetonesinlightblue,gray,orbrown.

Visitorsshould trytospeakinacalm,moderate, toneofvoiceatalltimes.

Usually,yourRussiancolleagueswillbedelightedifyoumaketheefforttospeakevenafew sentences

oftheirlanguage.Nevertheless,ifyourRussian partyspeaksyourlanguge,yourdecisiontospeak

Russianmaycauseconfusion(e.g.--theymightthinkthattheirEnglishisnotgoodenough).

Russiansaresometimesverycarefulaboutwhattheysay,andmayreverttospeakingmetaphorically,symbolically,andperhaps evencryptically.Consequently,thereis a great dealofrelianceon nonverbalcommunication.Atothertimes,however,theycan be extremelyfrank;italldependson the situation. WhenaRussiantouchesanotherperson duringconversation,itis usuallyasign ofconfidence.

YouwillsometimesfindtheRussianstobeenthusiasticaboutdiscussingpoliticsandthechallengesof