III. WORK AT THE FOLOWING TEXT

3.1. READ THE TEXT AND ANSWER THE QUESTION:

Why is advertising for kids developing fast?

TEENAGE RESEARCH: NOT LIMITED

American retailers have targeted children as a new consumer group spending annually about $ 82 billion. About 17 per cent of all US family spending is influenced by children. By age 17, an average teenager earns up to a hundred dollars per week from salaried jobs and other sources. Studies have shown, that the money is rarely saved. The biggest part of this income is disposable. These statistics have encouraged companies to give products new life by marketing them to kid audience. An entire industry has formed to detect the buying habits of kids. Companies like Kid Think or Teenage Research Unlimited offer their expertise in marketing to children. Some advertising companies even hire child psychologists to understand their market better. Teenage Research Unlimited, for example, has 50 employees who analyze the spending and earning attitudes of 13 to 19 year olds. This is effected by means of a tracking survey of some 2.000 teenagers across the USA. Ms.Grossberg, director of syndicated research group, says, "We track what products teenagers buy, what products their parents buy for them, we also study their attitudes about family, who is cool, what is cool, who their favourite movie stars are, etc". Advertisers spent $ 500 million in 1992 on ads appearing during animated TV shows. Prices for a 30-second spot ranged from $12,000 to $20,000. The trend originally began with cereals and toys but now expanded to hotels and vacation resorts. Advertising executives stress that kids nowadays are helping in the fanily more than ever. They are leading their parents, lobbying for better environment, doing the shopping and the cooking. When a mom or dad wants to go on vacation they want something that everyone in the family wants to do. So it is a great solution when a marketer can meet everybody's needs. By advertising to kids, they are inviting kids to participate in the family decision-making. Advertising messages help involve everybody in deciding on issues of everybody's concern. Yet advertising strategies tend to become more aggressive. So some public interest groups have been formed with the aim of protecting children's rights. The groups accuse advertisers of using children as "surrogate salespeople". But marketing for children is thriving.

3.2. READING COMPREHENSION TEXT 10A.

Choose the correct variant on the basis of what is stated or implied in the text.

1. American retailers have targeted teenagers as a new consumer group because

(A) young people seldom save money

(B) there are several children in the family

(D) they earn hundreds of dollars a week

2. Companies like Kid Think offer their expertise, primarily, to

(A) sociologists

(B) marketers

(D) parents

3. Teenage Research Unlimited analyzes the market situation by means of

(A) spending and earning attitudes

(B) fifty employees who do most of the work

(D) tracking surveys and other media

4. We can learn from the text that advertising for kids today includes

(A) some environmental issues

(B) anything from toys to vacation resorts

(D) decision-making on family issues

5. Helping parents to involve teenagers in decision-making is

(A) an aggressive strategy

(B) a violation of children's rights

(D) a solution to all the family problems

6. In Line 38, the word "surrogate" is closest in meaning to

(A) successful

(B) not real

(D) fantastic

IV. CLASSROOM TEXT-BASED ACTIVITIES

4.1. CHOOSE THE RIGHT TRANSLATION.

1. American reatilers have targeted children as a new consumer group.

a) американские розничные продавцы нацелились на детей как на новую потребилъскую группу.

b) дети становятся новой потребительской аудиторией для американских торговых компаний.

c) американские торговые компании поставили целью превратить детей в новую потребительскую группу.

2. This is effected by means of a tracking survey of some 2000 teenagers across the USA.

a) это делается эффективно при помощи наблюдения за 2000 подростками через США.

b) это производится при помощи долговременного наблюдения за 2000 подростками по всем США.

c) это осуществляется при помощи длительного наблюдения за 2000 подростоками, живущими в разных регионах США.

3. So it is a great solution when a marketer can meet everybody's needs.

a) поэтому это великое решение, когда маркетолог может удовлетворить нужды всех.

b) поэтому это большое решение, когда маркетолог может удовлетворить всех.

c) поэтому очень важно, если маркетолог предлагает решение, приемлемое для всех.

4.2. TRANSLATE THE TEXT AT SIGHT.

4.3. MATCH THE HALVES RIGHT.

4.4. STRUCTURE AND WRITTEN EXPRESSION TEST 10B.

Choose the one word or phrase that best completes the sentence.

1. The biggest part of teenage income is______ .

(A) disputable

(B) dependable

(D) detectable

2. The products are given a new life______ marketing them to kids.

(A) with

(B) by

(D) for

3. Today, more than______ before, kids are helping in the family.

(A) neither

(B) either

(D) ever

4.____ everybody's needs is a great solution.

(A) to meeting

(B) meet

(D) meeting

5. TV advertising for kids_____ began with toys and cereals.

(A) origin

(B) original

(D) originality

6. To protect children's rights, some public interest groups

(A) have been organized

(B) have organized

(D) has been formed

V. CONVERSATION PRACTICE

5.1. SAY IT DIFFERENTLY.

1. American reatil companies aim at children's market.

2. US family spending is under the influence of kids.

3. Teenagers spend the money they receive as income.

4. Marketing companies try to discover the ways children spend their money in.

5. Some companies even employ specialists in psychology.

6. Managers responsible for advertising repeatedly said that children are
becoming more active.

7. Teenagers today take part in deciding problems which are important for
everyone in the family.

8. Various companies realize programs to help notice and understand the
habits and attitudes of teenagers.

5.2. COMPLETE THE FOLLOWING USING PASSIVE VOICE STRUCTURES.

1. American family spending______

2. On average, up to $ 100_____

3. This money_____

4. Buying habits and attitudes______

5. Expertise in marketing______

6. Tracking surveys______

7. Great sums of money_____

8. The new role of kids in the family______

9. With the help of ads, everybody's needs_____

10. Today, everyone is involved_____

5.3. ANSWER THE QUESTIONS.

1. Why are children targeted as a new consumer group?

2. Why are children targeted, not grown-ups?

3. In what way is American family spending influenced by kids?

4. Where do teenagers get their money from?

5. What sort of expertise is offered by companies like Kid Think?

6. In what way are buying habits observed and studied?

7. Why are the prices for advertising spots so high?

8. How are kids involved in family decision-making process?

9. Issues of concern are decided without kids, aren't they?

10. Do public interest groups protect the rights of children or marketers?

5.4. PROVE THAT IT IS NOT SO (OR IT IS).

1. American teens don't earn their own money.

2. Retailers in the USA are not interested in kid market.

3. Advertising for kids is shown on TV a lot.

4. Environmental issues are inolved in family decision-making.

VI. DISCUSSION

6.1. RETELL the text to your deskmate in short.

6.2. TELL a story entitled “The car of His Dream” using the picture below. Is there anything about marketing in it?

6.3. EXPLAIN the idea that lies behind efforts in marketing for children. Are these efforts worthwhile?

6.4. PROVE that advertising for children on national TV really does a lot of good. Be ready to respond quickly to the arguments put forward by the opponents.

6.5. DISCUSS some of your favourite advertising spots featuring a children's product.

6.6. SHARE your impressions about the advertising campaign started by Cadbury on Russian television. Try to view it from different perspectives.

6.7. ROLEPLAY a conversation between family members in front of their TV set in the evening. The family is supposed to make an important decision soon.

6.8. COMMENT on the company name, Teenage Research Unlimited. Do you think that the name speaks for itself saying a lot about the expertise offered by the company? Explain why or why not.

6.9. ANALYZE the advertising spots appearing on a TV channel in your country during prime time (19:00 - 21:00). Make a chart and prepare to report your findings in class.

Channel & Time	Advertised Product Target Audience	Specific Features of Advertising Spot
ORT 19:00	Yogyrt (Germany) Kids, parents	Romantic episode (Frendship+Family) A catchy slogan: ‘The Best from Bavaria’
RTR 19:20	?
NTV 19:40	?
(other)		?
(other)		?

6.10. COMPARE the chart you've completed with those made by your groupmates. Discuss the problem of advertising strategies used by major Western manufacturers in the CIS market.

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