8. Give synonyms to the following words from the text of Exercise 7:

means; an intermediary; a producer; aspects; kinds; to pay special attention to; officials; Pharmaceuticals; drinks; style

9. Translate into English:

1) Некоторые рекламные агентства в качестве своего основного средства используют печать, в то время как другие специализируются на радио- и телерекламе.

2) Быть посредником для рекламного агентства означает служить интересам как заказчика, которым является производитель или дистрибьютор, так и средствам массовой информации, к которым относятся печать и радио/телевещание.

3) Крупные рекламные агентства представляют собой сложную структуру, где любая запланированная кампания проходит тщательную проверку со стороны администрации, прежде чем доходит до заказчика.

10. Read and translate the dialogue. Act it out in pairs:

A. It’s clear that our advertising should be restructured.

В . Why? Is our advertising not successful enough now?

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A. I’m afraid it is not. To make advertising successful we should rationally plan it.

B. Isn’t it planned?

A. It is, but most trade firms use a financial planning system in advertising, that is they plan to allocate certain sums to specific advertising activities: organizing commercial exhibitions and fairs, printing booklets, catalogues and other printed matter, using the press printed ads, radio, TV, trade magazines and journals and promotional films, direct mail advertising, contests and competitions, producing promotional souvenirs and so on.

B. Is it possible to define effectiveness of the advertising in this case?

A. Unfortunately not. From the existing systems of planning of advertising you can never tell whether advertising is effective or not, that is you can’t compare the expenditures against the results.

B. I see. And in what way should advertising activity be changed?

A. It should be remodelled from planning allocations for certain forms of advertising to planning on the basis "the commodity to the specific market".

B. And what should we start with?

A. First of all it’s necessary to determine the market with the largest potential for the product in question.

B. What should be done next?

A. Then we should decide the forms of advertising and proceed to the distribution of the promotional funds on the basis already mentioned.

B. Is it difficult to introduce the system of planning an advertising campaign?

A. No, I don’t think so.

11. Discuss the problems touched upon in the dialogue of Exercise 10. Be guided by the following questions:

• 1) In what way is advertising planned now?

• 2) Why is this form unsuccessful?

• 3) In what way should the planning of advertising be remodelled?

• 4) Why is it necessary to know the market potential for a certain product first?

• 5) When do you think we can expect a change-over to the new form of planning advertising?

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• 6) What shall we gain by it?

• 7) Why is it difficult to break traditional approaches?

12. Translate the following dialogues into English:

a) - He могли бы вы помочь нам? Дело в том, что мы собираемся проводить рекламную кампанию, чтобы дать возможность потенциальным заказчикам получше познакомиться с нашей продукцией.

- Каким видом рекламы вы хотели бы воспользоваться?

- А что вы могли бы предложить нам?

- Что вы думаете по поводу наружной рекламы?

- А это дорого?

- Все зависит от выбора места рекламных щитов.

b) - Мне хотелось бы ознакомиться с рекламным материалом о вашей фирме, чтобы иметь представление о вашей продукции. Это возможно?

- Приходите на следующей неделе в Гавань, где будет проводиться международная выставка и где мы будем выставлять наши последние модели, основанные на новейших научных и технологических достижениях. Там же вы сможете получить буклеты, каталоги и другой печатный рекламный материал.

c) - На мой взгляд, выставка имела огромный успех. Было заключено столько взаимовыгодных контрактов!

- Это неудивительно. Деловые круги всегда были заинтересованы в расширении и укреплении экономических связей.

WRITING PRACTICE

Types of Agencies and Correspondence

A large amount of international trade is carried out not by direct contact between a buyer and a seller, but by agencies, which are usually placed in the country of the buyer.

Large enterprises are able to establish a manufacturing subsidiary or sales company in the foreign country they sell to. But this is beyond the means of¹ smaller companies because it implies enormous

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capital outlay². That is why a great volume of business is handled by the agencies among which the most important are the following:

A forwarding agency (транспортно-экспедиционное агентство). This type of agency organises the collection, carriage and delivery of goods between ports and the premises of merchants and manufacturers in return for a fee. Nowadays there is a great tendency for forwading agents to extend their activities into the fields of transport, financing, insurance, and even buying on their own account³.

A mercantile/trade agency (торгово-посредническое агентство). Trade agents can be either selling or buying agents⁴ and act on behalf and instructions of their principals.They make up a contract or an agreement with the principal and receive payment for their services under this contract. Another type of mercantile agents are brokers who are considered to be trade agents with higher degree of independent authority. Brokers often deal in commodities such as fruit, agricultural produce, and raw material, whose prices are subject to sudden changes.

Commission agents⁵ buy and sell in their own names, on the best terms available, on behalf of foreign buyers and sellers. This type of agency charges a commission for their work.

Merchant shippers⁶ are import/export merchants who buy and sell wholely in their own right and for their own account⁷, but who may be regarded agents in the wider sense of the term. Such kind of agency functions like a wholesale firm of attending to shipping arrangements.

The correspondence between the agencies and their clients may be connected either with the routine side of the work of the agencies or with some particular problems: terms of operation, competition, supplies and so forth.

The letter which follows serves as an example of the estimation of an agency. It’s the letter that re-confirms the points stated in the agreement between the agency and its client:

Dear Sirs,

We are pleased to confirm the agreement reached at the recent talks in London between you and our agent, and look forward very much to a successful co-operation.

Before the contract is drawn up for signature we should like to re-state the main points of the agreement:

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1. That we operate as sole agents⁸ for a period of five years from the date of agreement.

2. That we receive a commission of 10% on all sales of your machines in Russia.

3. That we handle no other imported machines of a competetive type.

4. That we render you monthly account sales⁹ and accept your drafts on us for the net amount of these sales¹⁰.

5. That we maintain a comprehensive range¹¹ of your products prominently displayed in our main showrooms in St.Petersburg.

We look forward to your letter confirming these points of our draft agreement¹².

Yours faithfully,...