VI. According to the text, are the following statements true or false?

1. Nearly a third of Hungarians, a similar proportion to that in Spain or Italy, would help their boss paint his house at the weekend.

2. Mr. Wheatley doesn’t believe the research, which he plans to publish soon, should help West European companies employing and doing business with East Europeans.

3. Colder, more formal work relationships — as in West Germany or Austria — might hardly suit East Germans better.

4. More than half East German managers questioned thought the overwhelming goal of a company should be friendly atmosphere in the collective

5. East Germans would never lie to protect their friends rather than follow the rules.

VII. Match the words from the text with their definitions.

1) profile	a) a sum of money given in addition to a salary
2) attitude	b) an assembly of people, especially for discussion
3) relationship	c) to tell an employee that she/he must leave her/his job
4) meeting	d) to make something more effective
5) suit	e) to be right or convenient for
6) bonus	f) reductions in the number of employees
7) motivate	g) the connection between two or more people
8) redundancies	h) to stimulate someone to take an interest in something
9) rule	i) a statement which tells you want you should or must do
10) sack	j ) a description of a person's characteristics
11) rationalise	k) a way of thinking or behaving.

VIII. Read Text 2 and be ready to complete the following task:

Ex. lives next to you = a neighbour.

1. does the same job as someone else in a different place or organisation.

2. is from the West, especially Europe or North America.

3. is employed by a company, but who has no management responsibility.

4. is in charge of a business or department.

5. has recently joined a company.

6. sells goods or equipment to a company.

LISTENING

I. Before you listen, discuss this opinion from an executive in the advertising industry.

The purpose of most mass advertising is either to persuade consumers that your product is superior to those of your competitors, or to encourage retailers to give the product shelf space. Major food companies, car firms, banks, detergent manufacturers, and so on, have to spend a lot of money on advertising because there is actually not much difference between their products and those of rival companies. It's because the products are so similar that these companies spend a fortune persuading us that they're different!

II. In this extract from the Channel 4 television programme Design and Tech­nology, Kate Farara, Account Executive at JWT Advertising Agency, and Roger Partington, Marketing Director at Rowntree Mackintosh, discuss advertising in general, and confectionery advertising in particular. Listen and take notes on the key points. Then complete the following programme review.

Review

The Technology Programme

This was another first-rate programme in an excellent series. Kate Farara of the JWT Advertising Agency and Roger Partington, Marketing Director at Rowntree, gave viewers a clear, informative account of the purposes of advertising.

Kate Farara pointed out that advertising can have different aims and work in different ways. Some advertising invites the consumer to make an immediate response, for example by filling in a coupon.

Another type, however, aims to ¹.................. especially about high-priced goods. Here, you're obviously not expected to respond immediately. You won't, for example, rush to a showroom to buy that new Renault you've just seen advertised in a TV commercial.

A third type of advertising addresses your needs, wants or desires. Such advertising is either designed to ²........................... or ³.......................... . Because there is no 'new news' about established brands, the aim of the advertiser in this case is to ⁴........................ . This is vital with products such as cereal, chocolate and washing powder.

Roger Partington explained that his company spent a lot on advertising to ensure that Rowntree's brands ⁵....................... . In the case of Smarties, Rowntree was trying to create ⁶................. , as he called it — children would feel proud to be seen with a tube of Smarties in their hand.

Although advertising is important, Roger Partington reminded viewers that it was just one part of the ⁷........................, which also includes elements such as ⁸....................... .

He explained the importance of market research, which provided Rowntree with a ⁹................................ of consumer reactions to the products. Rowntree was, he said, above all a ¹⁰....................... company: the design of products and brands was largely determined by consumer opinions.

After talking about the advertising of new products, Kate Farara mentioned target audiences. Advertisers had to keep a careful watch on their ¹¹........................... While it was true that the target audience for smarties had stayed the same since the 1950s, ¹²................. and advertisers had to take account of such changes.

One can only hope that other programmes in this series will be as good as this one. Verdict: Well worth watching!

Speaking