VII. Translate the following sentences:

Public relations professionals use several tools. One of the major tools is news.

Public relations people also prepare written materials to reach and influence their target markets. These materials include annual reports, brochures, articles, and company newsletters and magazines.

The first task is to set objectives for public relations.

Many companies now want their public relations departments to manage all of their activities with a view toward marketing the company and improving the bottom line.

Public relations results are difficult to measure because PR is used with other promotion tools and its impact is often indirect.

Public relations — gaining favourable publicity and creating a favourable company image — is the least used of the major promotion tools, although it has great potential for building awareness and preference.

Public relations people give the client a «clippings book» showing all the media that carried news about the product.

The major public relations decisions are setting objectives, choos­ing messages and vehicles, implementing the plan, and evaluating public relations results.

One of the main assets of public relations people is their personal relationships with media editors.

Sales and profit impact, if obtainable, is the best measure of public relations effort.

Organized markets or produce exchanges have been established for cotton, wool, tea, coffee, wheat, rubber, timber, tin, copper and some other commodities. Thus, there are

Coca-Cola executives claim that the Coke/CAA relationship sets a new paradigm for the advertising creative process.

Companies must do more than make good products — they must inform consumers about product benefits and carefully position products in consumers’ mind.

Advertising agencies were started in the mid-to-late 1800-s by salespeople and brokers who worked for the media and received a commission for selling advertising space to various companies.

Different organizations handle advertising in different ways. In small companies, advertising might be handled by someone in the sales department. Large companies set up advertising budget; work with the ad agency; and handle direct-mail advertising, dealer display, and other advertising not done by the agency.

An advertising objective is a specific communication task to be ac­comp­lished with a specific target audience during a specific period of time.

Reminder advertising is important for mature products — it keeps consumers thinking about the product.

The media habits of target consumers will affect media choice — for example, radio and television are the best media for reaching teenagers.

Many countries have extensive systems of laws restricting how much a company can spend on advertising, the media used, the nature of advertising claims and other aspects of the advertising program.

Speeches can also create product and company publicity.

VIII. Find antonyms for the following words:

to build	broader	major
good	to include	public
various	many	foreign
favourable	other	lower
old	to create	interesting
simply	use	to improve
busy