Вариант 4

I. Определите значение следующих слов без помощи словаря:

peak, fiscal, coupon, vacancy, souvenir, catalogue, to appeal, to identify, presentation,

to ruin, to result, aspect.

II. Прочитайте текст и выполните следующие за ним задания.

Advertising as a Part of Marketing

Advertising is the act of making a product, a service, a job vacancy, an event etc publicity known. It is a non-personal form of communication through paid means of information distribution with a clearly stated source of financing

Publicity money go to various means of information distribution mass media, radio and television, outside exposition (posters, signs, aerial advertising), direct mailsouvenirs (match boxes, notebooks, calendars), in transport, catalogues, directories sic.

The advertising has many applications. A corporate/image advertising is used to form a lasting image. A product advertising is used to distinguish a certain brand of products compared to other brands of the same trade class. Public advertising is used to distribute information about services, events or some sale. Clearance advertising is used to announce of some clearance sale. Explanatory advertising is used to uphold some idea, The advertising can also be national regional local, it tan be meant for a wide range of consumers for a certain industry for a retail trade etc.

Making advertisement is a five-stage process which includes such stages as:

1. setting the objectives;

2. drawing up a budget;

3. the appeal;

4. the choice of means of information distribution;

5. assessment of the results.

Yearly, American firms spend over 61 billion dollars in average for publicity campaigns, e.g. to promote the goods in 1995 the three leading American advertisers 'Procter and Gamble' and 'Philip Morris¹ and 'General Motors' spent 2,7-2,4-1,9 billion dollars respectively. In 1995 some companies 'Procter and gamble¹ and 'Philip Moms' were the leading advertisers on the Russian market after the leaders of 1994 the companies 'МММ' and 'Russkaya nedvizhimost'. The AS As-Advertising Standards Authorities-monitor hundreds of, advertisements weekly as these are the organisations to protect the public from advertisements that may contain misleading or false information.

There are two major types of advertisements: classified and commercial Classified advertisements are short advertisements in a newspaper or magazine placed by people offering or asking for a product or service, or who are offering or looking for employment. Commercial advertisements are advertisements on television, radio or in a cinema.

Advertising as an important element of the marketing function, is a highly developed business. During the late 1980s- the height of the economic "bubble" -Japanese consumers regularly saw names such as Arnold Schwarzenegger, Mile Tyson - the US boxer - and funk legend James Brown promoting anything from drinks to instant noodles. Hollywood stars joined the rush for money - while stipulating in their contracts mat the advertisement's air-time must be limited to Japan. After the 1990 Tokyo stock market crash and the decline in earnings, corporations were forced to curb costs, including advertising expenditure. Advertising spending fell in 1992 and 1993, with the figure for 1993 totaling 45, 127 bn, down 10,5% from its peak in 1991.

However, consumers and corporate advertisers grew weary of unimaginative advertising. Expectations of economic recovery have helped recent advertising spending. In 1994 advertising spending rose 0.8% from the previous year to Y5, 168 bn, its first rise in three years. The yen appreciation and the rise in the cost of hiring Japanese celebrities have made foreign stars more economical.

Problems can arise when the celebrity overshadows the product. The impact of using a foreign star, moreover, is lost on consumers when one celebrity appears m a number of commercials. For example, after seeing Charlie Sheen promoting Tokyo Gas, Philip Morriss and Madras Shoes, consumers are left confused about Sting, the UK rock celebrity who has campaigned against destruction of the rain forests, became controversial when he appeared in & promotion for a resort complex in southern Japan which locals allege is mining me environment.

III. Переведите слова и словосочетания на английский язык и придумайте свои собственные примеры с ними.

-изучать спрос

• получать комиссионное вознаграждение

• отстаивать какую-либо идею

• после краха па фондовой бирже стать противоречивым

взять с клиента определенную сумму

- экономическое выздоровление.

IV. Подберите словам и словосочетаниям определения из противоположной колонки:

1. advertising campaign a) provable

2. application b) to specify

3. demonstrable c) to increase the sale by advertising

4. to promote d) to produce a profit

5. to stipulate e) a gradual loss in price or value

6. to yield a profit f) the central part of anything

7. to decline g) to furnish an explanation

8) the core h) publicity campaign 9) to account for i) usage

V. В следующем предложении выделите все личные и неличные формы глагола, назовите их и дайте адекватный перевод предложениям на русский язык:

Sony Music planned to introduce more artists than in the previous year, and would have to spend more money promoting them.

VI. Найдите синонимичные варианты следующих слов и словосочетаний:

display spending

job hunting

to set a value

prominent person

to affect

to forward a product on the market

goal

to buy

client.

7. Переведите текст на русский язык.

8. Определите, соответствуют ли следующие утверждения содержанию текста.

1. The brand image can be created and influenced by advertising and packaging.

2. Qualitative market research is the examination of people's altitudes and opinions and how these influence what, where and how much they buy.

3. To curb costs means tо reduce expenditures.

4. Famous sportsmen promote only sportswear and Hollywood stars promote only musical instruments.

5. Л celebrity is prohibited to appear¹ in more than one commercial.

6. Sony Music Entertainment company's decline in net profit was caused by an unexpected rise in advertising costs.

IX. Дайте объяснение следующим словам выбрав правильный вариант из предложенных

The budget is ...

1. A plan of income and expenditure for a particular period of time.

2. An amount of money to be spent on particular business activities or equipment.

3. The annual plan of income and expenditure produced by the government.

A consumer is...

1. A person or organisation that supplies a customer with consumer goods.

2. A buyer of ready-made goods only.

3. A person who buys goods and services for his own use and not for resale.

The persuading is...

1. Persistent request to do or not to do something.

2. An imperative way of forcing somebody.

3. A profit request.

Something that is straight forward...

1. Happens immediately without delay.

2. Happen too quickly.

3. Simple and uncomplicated.

4. Very serious and important.

X. Составьте 10 вопросов к тексту.