1) Find the English equivalents in the text. Use them in sentences of your own:

1. поместить объявление;

2. составить мнение о;

3. крупная ошибка;

4. обвинить к.-л. в ч.-л.;

5. тратить деньги на;

6. отказываться от несения ответственности.

2) Find the words in the text which describe or mean the following:

1. a method of doing something or dealing with a problem -

2. something that someone should be blamed for, if something bad has happened because they made a mistake or failed to do something -

3. based on facts, and not imagined or invented -

4. not often -

5. to use arguments to protect something or someone from criticism, or to prove that something is right -

6. a written or spoken statement blaming someone for doing something bad or illegal -

7. to stop something from spreading or escaping -

8. to notice something, especially something that is difficult to notice; to become aware of something -

3) Translate the following words and word-combinations into Russian:

a frequent reaction to;

it's usually too late;

the crisis has already been reported;

to develop strong opinions on;

to accuse smb. of;

to do a good job of;

to deny smth.;

to run / to place an ad;

to perceive smth./smb. as

4) Match the words:

to do	responsibility
to run	a good job
to develop	of wrongdoing
to deny	strong opinions
to accuse	an ad

5) Match the words which are close in the meaning:

frequent	to charge
to develop	repeated
to accuse	authority
to defend	to work out
sincere	to protect
responsibility	genuine

6) Match the words having the opposite meaning:

to develop	to attack
to accuse	immunity
to defend	dishonest
sincere	rare
responsibility	to praise
frequent	to confine

7) Complete the following sentences from the text and translate them:

1. The approach has one major fault:________________.

2. This is particularly true when the crisis has already been reported by_______________.

3.__________is a frequent reaction to the crisis.

4.___________by spending a lot of money on advertisements denying responsi­bility.

5.___________, but the public perceived the ads as insincere.

8) Insert prepositions (on; of; by; in; for):

1. Let's run an ad______the newspaper.

2.__________example, an organization accused_________wrongdoing rarely does a

good job___________defending itself_________spending a lot________money

__________advertisements denying____________responsibility.

3. This is particularly true when the crisis has already been reported____________

the media and the public has already developed strong opinions_____________the

subject.

9) Answer the following questions:

1. How do people frequently react to a crisis? Why is this approach wrong?

2. Can you prove that it is usually too late?

3. What do you know about the Valdez oil spill in Alaska?

10) Agree or disagree:

This approach has one major fault. It is usually too late.

11) Give the main idea of the text in one sentence.

12) Render the following text in English:

Теперь, когда вы сформировали свое мнение о том, что ваш товар уникален," определили, кому он адресован, и что вы лучше, чем ваши конкуренты, поду­майте о том, чтобы ваша рекламная деятельность не смогла навредить вам и ва­шему уникальному торговому предложению (УТП).

Основные правила рекламной деятельности:

а) реклама должна вызывать интерес;

б) реклама должна быть правдивой: обманув один раз, можно навсегда поте­рять доверие;

в) реклама должна быть корректной по отношению к другим фирмам;

г) реклама должна быть тактичной, ненавязчивой.

Следовательно, реклама - это оплаченное присутствие в средствах массо­вой информации сведений о фирме, товаре (услуге, или идее), имеющее целью увеличить известность фирмы и ее обороты.

Реклама преследует две взаимосвязанные цели: познакомить потенциаль­ных клиентов с фирмой, продуктом, услугой и склонить людей к опробованию продукта, а в дальнейшем - к совершению повторной покупки. Оплаченная ре­клама - лишь одно из эффективных средств маркетинговой коммуникации.