Give English equivalents to the following words and expressions using the text:
1. реклама в справочниках
2. реклама в каталогах
3. место совершения покупки
4. потребность в товаре
5. удобный для использования
6. большое количество потребителей
7. прямая конкуренция
8. придать отличительные черты
9. рекламные сувениры
10. фирменная символика
11. деловой подарок созданию имиджа
13. иметь ограниченные возможности
ТЕКСТ: Advertising in directories and catalogs
Advertising in directories and catalogs is often called directing advertising. Such an
advertisement shows the buyer the place of purchase or placing an order. This advertising is
aimed at those who have already formed a need for a product.
Pros:
- convenient for use by the consumer;
- has a low cost;
- Advertising can be seen by a large number of consumers who use the directory throughout the
year.
Minuses:
- direct competition between advertisers in a specific category is possible, information about
which is located on one page in the directory, in one list;
- it is difficult to give it distinctive features from similar ads;
- there are restrictions on placement (directories and catalogs are published most often 1 time per
year).
Other types of advertising (advertising souvenirs)
Advertising technologies are constantly evolving, which leads to the appearance of new types
of advertising (advertising in cinemas, advertising at points of sale, advertising souvenirs)
Advertising souvenirs
The use of promotional souvenirs with the image of the company’s logo has become
widespread on the enterprise market, however, end consumers often receive small souvenirs in
the form of branded packages, pens, notebooks. The main purpose of the souvenir is to maintain
long-term brand awareness. For particularly attractive consumers, business gifts can also be
used. Business souvenirs are usually more expensive than regular advertising souvenirs, they are
individual.
Pros:
- significant advertising souvenirs for a long time remind their owner of the enterprise and its
products;
- souvenirs contribute to the creation of a positive image;
- souvenirs create a good mood and contribute to the purchase;
Minuses:
- the creation of advertising souvenirs is quite expensive for the enterprise;
- small souvenirs (for example, high-quality branded packages) the consumer takes for granted,
but not as an additional incentive;
- souvenirs have limited ability to transmit information.
