Статья из Economist о рекламе (с русскоязычным переводом сложных фраз)

Hard sell (навязчивая реклама/навязывание товара)

Ad-spending (расходы на рекламу) usually plunges (падают) when economic growth slows. Will it be any different this time?

WHEN the American arm (подразделение) of Hyundai, a South Korean carmaker, said last week that it was worried about the economy and may cancel its plans to advertise in the Super Bowl, American football's grand finale, on February 3rd, the advertising and media industries shuddered (вздрогнули). Marketing spending is one of the first things companies decide to cut when faced with (столкнувшись с) slowing sales. Suddenly a recession (спад/падение) in ad-spending seemed imminent (неминуемым). In the event (в данном случае), Hyundai decided to stay in, but buyers and sellers of ad-space (рекламных площадей) know that it is only a matter of time (вопрос времени) before someone somewhere pulls out for real (действительно откажется от участия).
Yet, even as stockmarkets tumble (рушатся) and economies falter (спотыкаются), some ad-men (рекламщики) expect the knife to cut most deeply in 2009 rather than (а не) in 2008. Maurice Lévy, chief executive of Publicis Groupe, a French advertising firm, reckons (считает) that despite (не смотря на) the chance of a recession in America, 2008 will be a good year for sellers of ad-space. Three big-ticket (дорогостоящих) events—America's presidential election, the Olympics in Beijing and the European football championship—could add as much as 1% of additional growth to advertising expenditure, he says, which could partially (частично) offset (нейтрализовать) economic weakness.
Sir Martin Sorrell, chief executive of WPP, another big advertising group, acknowledges (признает) that people are anxious (встревожены). But his clients are not cutting their ad budgets yet and he expects 2008 to be a reasonable (сносный) year. By contrast 2009 does not have big “quadrennial” (происходящих раз в 4 года) political or sporting events, and so could be painful.
Forecasters (авторы прогнозов) disagree about advertising spending in 2008. UBS, a bank, predicts (предсказывает/прогнозирует) that expenditure on ads will increase by 5%, whereas Goldman Sachs, a rival, forecasts that it will decline (сократится) by as much as 5%. Most, however, agree on one thing: underlying (основной) growth in ad spending will come mainly from emerging economies (развивающихся стран) and from advertising on the internet. Emerging markets now represent one-fifth of global expenditure (мировых затрат) on advertising, and are contributing (вносят) ever greater (все большие) sums.
In rich countries the internet is claiming (предъявляет право на) a growing share of advertising—at the expense of (за счет/в ущерб) traditional media, such as TV and print. Some people say an economic slowdown (замедление) is likely to accelerate the shift (вероятно ускорит переключение на) to the internet. The internet's interactivity and wealth of product information make it the best means of generating short-term sales (продаж в краткосрочной перспективе) (whereas television is best for long-term brand-building).
But online advertising cannot hope to escape an ad recession altogether (не может надеяться на полное избежание спада в рекламе). Deloitte, a consultancy, points to a recent survey (опрос) of American consumers which found that more than three-quarters of respondents said online ads were more annoying (раздающие) than those in print. Concerned about their privacy (озабоченные неприкосновенностью личной жизни), people have started to lobby against online tracking of sales (отслеживания продаж), which is a vital element of the internet's much-vaunted effectiveness (хваленой эффективности).
Some industries will cut ad-spending more deeply (резко) than others, says James Walker of Accenture Marketing Sciences. Many banks, hit hard (серьезно пострадавшие) by losses, have already cut back on their spending, according to media executives. Makers of cars and luxury goods (предметов роскоши) and other dispensable items (товаров не первой необходимости) will be more exposed to a recession (более уязвимы перед экономическим спадом) than companies that sell necessities (предметы первой необходимости). Bart Becht, chief executive of Reckitt Benckiser, a British consumer-goods company (компания, торгующая товарами широкого потребления) that makes dishwashing powder and other basic goods, says his firm is not planning to cut its media budget for this year, “though (хотя) we may advertise less on TV.”