Раздел 3.

Reading and comprehension.

3.1. (6 x 1 points) Read this text in which someone is describing the different people who work in her company, then match the names of the different people with their positions. Write your answers in the boxes.

Let me tell you about some of the other people who are currently working in my company. First of all, there's Anne Kennedy, who is appointed by the shareholders to help run the company. She spends a lot of time working with Ronald Anderson, who makes sure the company is running efficiently, and he has to answer to Elizabeth Watkins, who is the most important director in charge of the company. Susie Farraday works for Ms Watkins, and she performs various secretarial and administrative duties for her. Alan Johnson presides over the company's board meetings, and Brian Larrs attends the board meetings only to give advice.

1: Anne Kennedy 2: Ronald Anderson 3: Elizabeth Watkins 4: Susie Farraday 5: Alan Johnson 6: Brian Larrs

chairman chief executive officer company director graduate trainee managing director non-executive director personal assistant

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3.2. (5 x 2 points) Read the following text carefully and write if the statements that follow it are true or false. Write your answers in the boxes.

Today advertisers are having to find innovative ways to attract the attention of increasingly disinterested consumers. Research has shown that although some people consider advertising to be an intrusion into their private lives others, particularly the younger generation, actually enjoy being the target of commercial messages and the more surprising they are the better.

Traditionally advertising has relied on such media as television and magazines to appeal to a broad audience with no guarantee of reaching its target. With increasing competition and more sophisticated market data, companies are now trying to find ways of directly confronting only the specific groups of consumers that interest them.

This has led to an increase in point-of-sale and outdoor advertising which is now taking some new and unexpected forms. For instance, in some supermarkets, food products, such as fruit, carry small stickers advertising totally unrelated products. Similarly, floors in shops, schools and stations have become just another surface on which to place a message - the idea being that you can't get much closer to the customer than under his or her feet.

Visitors to new cities who rent cars are often surprised when they switch on the cassette player to hear commercials for shops, restaurants and interesting places to visit. Cash distributors with talking ads are not uncommon in the US and screens and speakers at petrol pumps, advertising products you can find in neighbouring shops have proven to be very successful in some American cities.

Direct appeal, like this, doesn't only make good marketing sense but it often works out to be less expensive too. Global companies who continue to use the costly broadcast media are also beginning to experiment with ways to guarantee consumer attention by running original and sometimes even shocking adverts where you would normally least expect them. Hardly surprising when you know that the average person will spend several minutes reading your advert every time they go to the washroom. But it is a risky business and these kinds of ads can sometimes backfire. While interest is ensured, the drawback is that some people will be turned off.

So where will it all end? So far, environmentalist groups have managed to stop the promoters of 'space marketing' but one US company still has plans to send giant billboards into orbit that will be big enough for the whole world to see. Get ready for the advertising future where, wherever you look, up or down, someone will be trying to get you to part with your money.

1. Consumers in general are disinterested in advertising. (A) True (B) False

2. The new methods of advertising are more expensive than the traditional ones.

(A) True (B) False

3. TV commercials are a good way to reach a precise target. (A) True (B) False

4. Environmentalists are opposed to marketing in space. (A) True (B) False

5. Some food products carry stickers advertising other types of goods.

(A) True (B) False

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3.3. (10 points) Translate the above text (ex. 3.2.) into Russian.