MARKET LEADER INTERMEDIATE 3rd EDITION ADVERTISING

ACTIVE VOCABULARY / GLOSSARY

Advertising Telling people publicly about Рекламирование

a product or service in order
to persuade them to buy it

Advertiser Аperson or an organization Рекламодатель

that puts out an
advertisement

Advertising Media (medium) Ways of communicating or Средства (каналы) рекламы

trading: cinema, exhibitions,
internet, outdoor
advertising, point of sale,
press, radio, television

Methods of advertising Kinds of advertising: Методы (способы) рекламы

advertorials, banner ads,
billboards/ hoardings,
commercials, free samples,
leaflets/ flyers, pop-ups,
posters, product placement,
sponsorship, viral
advertising

Advertisement /advert/ ad A picture, piece of film or Реклама

piece of writing that is used
to tell people publicly about a
product

Eye-catching/ controversial/ Притягивающая взгляд/

teasing ad спорная/ дразнящая реклама

Commercial An advert on TV, radio or at Рекламный ролик на радио

the cinema или тв

Pop-up advert A window containing an Реклама внезапно

advert that suddenly appears появляющаяся на экране
on the computer screen компьютера

Ad blocker Software that blocks Блокировщик рекламы

Native advertising
unwanted advertising
Type of disguised Естественная (нативная)
advertising, usually online, реклама
that matches the form and
function of the platform upon
which it appears.
Contextual ad The adverts appearing on Контекстная реклама
websites or other media are
selected and served by
automated systems based on
the identity of the user and
the content displayed
In-feed ad Advertisements are better In-feed реклама
integrated into the content of the
app which makes them less
annoying for the user and at the
same time can have better click
rates.
Pay per click Cost model implemented by Плата за клик
(PPC) search engines or other
websites to charge
advertisers for each time a
user clicks a specific link.

Mailshot Sending ads through the mail Рассылка рекламы по почте

to a large number of people большому количеству людей

Direct marketing/ mail Ads that are sent to people Адресная рассылка рекламы
who might be interested in потенциальным покупателям
the product

Junk mail A disapproving expression Спам

for letters/ads that are sent
by organizations to a large
number of people

Billboard/ hoarding A large sign used for Рекламный щит

advertising

Leaflet A small piece of printed Листовка, буклет

paper that gives information
or advertises

Point of sale advert An ad done at the place Реклама в местах продажи

where a product is sold товара

Word-of-mouth advert Receiving positive Устная реклама

information about a new Сарафанное радио
product from people
Advertorial An advert that uses a style of
a newspaper or magazine
article
Subvertising The practice of making parodies of
corporate and political
advertisements
Brief Official instructions that
explain what sb’s job is
Creative brief A document which gives
details about how a product
is to be advertised
Design brief A set of instructions about
what a new product should
look like or what features it
should have
To identify the brief
Account An arrangement between a
buyer & a seller for payment
to be made some time after;
An organization that is a
regular client of an
advertising agency
Target audience The kind of people that
broadcasters try to reach
with a particular advert
Proliferation (of channels) Sudden increase in amount,
very fast growth
Saturation (of the markets) More than needed goods on
the market
Reference An example of mentioning;
a piece of information
Shared references
Heyday The time of greatest power,
success, influence, etc.
Реклама, написанная в форме
статьи
Антиреклама, подрывающая
влияние общеизвестной
рекламы
Изложение дела, инструкция
Договор, определяющий
способ рекламирования
товара
Договор, определяющий
внешний вид товара и его
свойства
Определить договор
Договор о финансовых
обязательствах сторон;
Постоянный клиент
рекламного агентства
Целевая аудитория
Резкий рост количества
(каналов)
Полное насыщение (рынков)
Ссылка, сноска
Общеизвестные ссылки
(информация)
Зенит, взлет славы
Seductive Very desirable, hard to refuse Соблазнительный,
обольстительный

Seductive combinations Соблазнительные

комбинации

Backlash A strong feeling of opposition Негативная реакция

among many people towards
a belief or practice

Subliminal At a level of the mind which Действующий на подсознание

the senses are not conscious
of

Revenue Money that a business Доход компании за

receives over a period of определенный период
time, especially from selling времени
goods or services
Loss of revenue Утрата/ потеря дохода

Expenditure The total amount of money Расходы, траты

that sb spends during a
particular period of time

Marketing strategy The process of skillful Планирование будущей

planning to make the future позиции компании на рынке
position of a company
stronger

To endorse To praise, promote a product Продвигать, давать

publicly положительный отзыв о
товаре
Endorsement When a well-known person Реклама, в которой
endorses a product in an знаменитый человек
advert продвигает товар
Viral ad/ campaign Using the Internet to spread Распространение рекламы в
messages интернете

Stunt A dangerous act of skill; Трюк

Publicity stunt An action which gains Публичный трюк с целью

attention, especially in привлечь внимание
advertising

To tune out To ignore or stop listening Игнорировать,

Выключать звук
To broadcast To send out radio or Транслировать
television programmes

Broadcaster Компания, транслирующая

программы

To trail To advertise in advance by Рекламировать в кино или на

means of a trailer тв с помощью трейлеров

Trailer An ad for a new film or TV Реклама нового фильма или

show, usually consisting of шоу на тв или в кино
small pieces taken from it

To back up To support, especially Поддерживать, поощрять

in an argument

Intangible Not material, but Нематериальный

Vs known to be real

Tangible That can be felt by Материальный

touch, not imaginary

Intangible buzz of Неосязаемая устная

word-of-mouth реклама

Execution Performance or Исполнение,

completion of an order завершение
or work

Execution phase Фаза завершения