Unit 15 a hard line on flights of fancy

1. Pronounce the following words and word combinations. Use a dictionary if necessary.

Rakishly, anxiety, dwindling, rarity, guru, disaster, fortunes, mantra, deceptively, caustic, refuge, to discount, vow, lava.

2. Give Russian equivalents to the following words and word combinations.

To forge ahead, hilltop advertisement, slash and burn commentary, high anxiety, dwindling audiences, a cry for help, flights of fancy, to be better off, to cut one’s overall margin, smb’s take on smth, a one-stop shop, an intriguing insight, to discount a possibility, to make good on vows, to boost profit margins, to generate growth, to generate profit, retail rivals, low-cost operation, to squeeze suppliers, to feature a product, a marketing message, retail chains.

3. Read the text again and answer the following questions.

1. How is the 1970s hilltop advertisement of Coke described by Mr Zyman?

2. What does he say about the advertising industry on the whole and about advertising agencies in particular?

3. Is this really an era of high anxiety in advertising these days as the articles says or not? Give your own opinion.

4. Does Mr Zyman believe in innovation and innovation strategies? What does he say about ‘flights for fancy’ made by marketing executives?

5. Why does the interviewee think it is better to know the heads of the advertising agencies? Is it good or bad that these agencies are run by anonymous figures nowadays?

6. Why does Mr Zyman compare the people of advertising agencies to magicians? Give your own explanation.

7. Why is the interviewee suspicious of advertising mergers?

8. Do large companies do the work which has been previously done by advertising agencies? Why?

9. What companies have the power in marketing these days and why?

10. What should many retailers do to keep shoppers in the store much longer? Give your own examples.

4. Complete the sentences with the information taken from the text.

1. The former chief marketing officer at Coca-Cola is the …-… … man of his profession.

2. Mr Zyman believes that this is an era of high … in advertising.

3. The interviewee was part of the … group responsible for the New Coke … .

4. He also was running … when the company’s … rebounded in the 1990s.

5. These days executives believe they will be better rewarded for … of … than for small … .

6. Mr Zyman is sure that few big clients want a …-… … for all marketing services.

7. He offers an … insight into the reaction of … … to advertising … .

8. The interviewee thinks many people understand that marketing … growth and growth generates … .

9. Mr Zyman believes the … of … in marketing has swung decisively to companies such as Wal-Mart of the US.

10. The interviewee says that Wal-Mart put pressure on … … by running a …-… … . Then it began to … its ... .

11. Like many …, Mr Zyman is fascinated by the potential of the store as a … for … messages.