This text shows the role of television in advertising, and how it can help businessmen to sell their goods.

The first thing you have to understand if you want your products tolook good on television, is that you need tohave an advertising budget which provides for a good amount of produc­tionvalue. The quality of your commercials is very important.

The second thing you have to understand is thatyou should produceyour commercial on film, not videotape, not on dig­italvideo cameras, not on the latest gimmick promoted by yourlocal television or cable station. Their job is to get you on the airby hook or by crook. Your job is toget onthe air in a way that will drive potential customers to buy your goods. Sure, filmcosts more but it gives you the look and feel you needtoget the public to respond. Yes, it costs money to shoot commercials on film, but this investment will pay back huge dividends. Your commercials automatically look better. They representexactly who you are with all the brilliance of colour and movement.

The third thing you have to understand is that television works. It can't sell your product. You sell your product. But it can bring in the qualified people who would, who should or who could purchase from you if you have the products they are looking for and they are displayed with intelligence and vision.

The fourth thing that you have to understand is that televi­sion works like most advertising. The more you put in and the longer you stick with it, the better it pays off.

The fifth thing to remember is to put people in your com­mercials. Television shows movement. That's part of its magic.

Useful vocabulary:

an amount — количество, сумма

production value — производственная стоимость

a videotape — магнитная лента

digital — цифровой

a gimmick — новинка, приспособление

by hook or by crook — правдами и неправдами

to drive to — растолковывать

a customer — покупатель

to respond — отвечать

to bring in — вводить в дело, приводить в действие

to purchase — приобретать, покупать

to display — выставлять, показывать, демонстрировать

an intelligence — ум, интеллект

a vision — проницательность, предвидение

to stick with smth. — прикрепиться к чему-либо

to pay off — расплатиться сполна, окупиться, покрывать долг

magic — волшебство

Дата добавления: 2015-07-10