5. Fill in each gap with prepositions.

l.age.....printing

2. paper......sale

3. to put a tax.....advertisements

4.......the influence

5. a number.. money

6. to get value...........papers

7. to be placed.....the best position

8. to put a notice......a paper

9. reading .... a distance

10. specialist.....the future

6. Choos the right articles , a/the,0

1. Alison Brown worked for a/the number of different publishing companies before setting up the/a marketing consultancy.

2. He arrived with the/a love of books, but with a/the non-publishing background.

3. Recruit started their working life in a /the junior capacity, perhaps as a/the secretary, or as an editorial or production a/0 assistant.

4. In a/the traditional industry, the/0 advocates of these courses are fighting an/the uphill battle.

5. In Australia the/a second generic book campaign in the/a decade was launched on 1 December 1991.

6. This is the/'a way that the/0 generic ads have worked in other industries.

7. There is certainly a/the role for a/the lobbying group to act on a/0 behalf of books.

CONVERSATION AND DISCUSSION PRODUCT PLACEMENT AND POLITICS OF ADVERTISING

Put the paragraphs of the text in the following order:

1) What do we call "Product Placement"?

2) Product Placement history.

3) The products do not "just happens to be" in books and films.

4) The richest companies sacrifice thousands to place their products.

5) The deals between companies and programme makers.

6) There's no guarantee of showing the product in a positive light.

7) The average cost of a small consumer product.

8) Television networks owned by corporations.

9) Product Placement in modern literature.

10) The effect of Product Placement on famous people.

1) If you've been watching television or going to the cinema regularly you may have noticed that more and more products are either being used, mentioned or seen in many of the scenes that you've been Watching. Filmmakers control everything that appears on the

screen and it's not by accident that these products are appearing. It is called product placement. It has its origin in the very early days of television and it's coming back.

2) The first product placement was seen in the 1951 film African Queen when Katherine Hepburn threw Humphrey Bogart's bottle of Gordon's Dry Gin overboard. In the 1950's many television shows were named after their sponsors, and so shows such as "Texaco Stars Theatre", The Colgate Comedy Hour' and "Kraft Television Theatre" appeared. The tobacco company Philip Morris, spent $30 000 a week sponsoring the "I Love Lucy" show and the stars were often seen smoking their products.

3) Product Placement is a surreptitious marketing tool whereby products are "placed" in films and TV shows. The audience thinks the product "just happens to be there". In fact the TV/film producer saves substantial amounts of money through "product placement" and the "prop houses" are paid substantial amounts of money for their successful placement of the product in the public eye.

4) Some of the world's richest companies are paying thousands of pounds a year to have their products "placed" on television programmes, including (top-rating soap operas such as) East Enders and Coronation Street. In addition to soap operas and game shows where prizes are handed out, popular magazines and comedy programmes have also been targeted.

5) They are able to do it because of a loophole in the broadcasting regulations which allow programme makers to accept valuable props for nothing. Instead of paying to hire normal props, they take the branded products for free.

The deals are organized by so called product placement agents — middle men who are hired by companies which want their goods to achieve greater exposure on television.

6) Paradoxically however, almost all prop houses (as they are known on the television side of the industry) or product placement companies — none of whom is subject to broadcasting regulations —

offer their clients a guarantee that their products will not be shown in a negative light. Many say they see scripts of programmes before agreeing to hand over valuable props entrusted to them by their clients.

7) The average cost of a small consumer product such as a can of beer appearing briefly in a prime time television programme such as Coronation street stands at about 1 000 pounds. Fixed annual fees start at about 15 000 pounds depending on the range and type of products being placed.

8) Large corporations own many of television networks. Walt Disney for example owns ABC. This means that some product placement deals can become very involved. In April 2001, the NBC show Will and Grace featured one of the actresses wearing a Polo brand shirt. Viewers were invited to buy the shirt at $ 52, $ 15 from every sail would go to "support programs dedicated to raising cancer awareness." A spokesman said that no money changed hands. Five days later 5 000 shirts had been sold, raising $ 45 000 for cancer awareness. Polo is 50% owned by NBC, who no doubt claimed their share of the remaining $ 110 000.

9) Famous people for example film stars, singers and TV Marilyn Monroe did de Beers a good turn with her line "Tiffany! Cartier! Come on, Harry Winston, tell me all about it! Diamonds are a girl's best friend." She also did the perfume industry a lot of good when she said that Chanel No. 5 was the only thing she had on in bed apart from the radio accessories. This can have the effect that a reader may want to go and buy these items.

10) There is no doubt that a product can be enhanced if it is associated with a beautiful woman or a handsome man. Kiri Те Kanawa and Cindy Crawford may have endorsed Rolex, but where would Pierce Brosnan, as James Bond, be without his Omega watch? The Bond films are a paradigm of cunning product placement: Bollinger champagne, BMW, cars and Smirnoff vodka. For the

Superman films, it is said that when the wicked Lex Luther was catapulted into the Coca-Cola sign in Times square, the drinks firm paid $1 million for the privilege.

11) They are able to do it because of a loophole in the broadcasting regulations which allow programme makers to accept valuable props for nothing. Instead of paying to hire normal props, they take the branded products for free.

The deals are organized by so called product placement agents — middle men who are hired by companies which want their goods to achieve greater exposure on television.

African Queen — an American film Katherine Hepbern — an American film star Humphrey Bogart — an American film star ABC, NBC — television networks

What do the underlined words mean?

1) Charlie slipped her sweaty feet out of her Pied a Terre sling backs, tipping her head back into the sink.

2) Rich was reading the pink pages of the evening standard, his cute bedraggled, his Austin Reed tie loosened at the neck.

3) She undid the tie and retrieved her purse and pack of Marlborough lights.

4) She rummaged through the drawer and found a pair of grey Marks & Spenser cotton high tops.

suit with its short A-line skirt and little tailored jacket.

6) Will Mot sat at a huge Apple Macintosh screen.

7) She was down the aisle in an Amanda Wakeley wedding dress in ten minutes flat.

Product Placement Examples

Films consumer goods

Big Brother 2 Buick

Bridget Jones's Diary Coca Cola, Ford and Haagen-Dazs

Charlie's Angels Philip Morris

Crocodile Dundee J.Crew clothing

Dawson's Creek Sony

Deep Blue Sea Taco Bell

ER Coffee Beanery

Erin Brockovich Reese

ET BMW

Eyes Wide Shut Chiclets

Final Destination Porsche

British TV series

Forrest Gump Pacific Theaters

Harry Potter Gummy Bears, Milky Way, Necco

Wafers and

Home Alone Casio, Fisher-Price, Ford, Nissan,

Nortel and Sony

Home Alone 3 Lotus, Oshkosh B'Gosh and Reebok

Jurassic Park 2 GMC and Pontiac

Magnolia Ray-Ban

Me, Myself & Irene Mercedes Benz, Rockport Shoes

and Sprint Men in Black American Express, Aquaf ina,

Ben & Jerry's, Men in Black 2 Bulgari, Burger King, Gap, Guinness,

Lexus,

Miss Congeniality Dell Computers

Mission Impossible Apple Computers

Mission Impossible II Avis Taco Bell, Jeep and Nokia

Netting Hill Canada Dry

Nurse Betty Orkin Pest Control

Pearl Harbor Toyota and Pepsi

Rain Man Budweiser, United Airlines — Plane

provided free Rush Hour Coca Cola, Heinz, Junior Mints

and Snapple

Sex and the City Hasbro Toys

The Caretakers L'Oreal makeup

The Faculty Moon Pie

The Green Mile Cadillac, GM, Nokia and Ray-Ban

The Matrix Miller Beer

Tomb Raider RC Cola

Read the text and render it in English.

ПСИХОЛОГИЯ И РЕКЛАМА

Реклама существует с древних времен. Но каково бы ни было прошлое рекламы, ее настоящее достаточно серьезно и значительно. В условиях конкурентной борьбы некоторые фирмы бывают даже вынуждены отдавать рекламе половину своей прибыли.

По мнению многих бизнесменов задача рекламы заключается в том, чтобы заставить человека совершить покупку вопреки здравому смыслу.

Недаром почти 40% процентов всего что покупают домашние хозяйки в супермаркете, вызвано так называемым "buying impulse" или импульсивными покупками т.е. покупки которые не входили в планы.

Однако не следует думать, что это так просто — заставлять людей совершать ненужные покупки. Над методами рекламы, над вопросами массовой психологии работают многие лаборатории, научно-исследовательские группы. Тот, кто завладеет ключами от психики покупателя, может стать безраздельным хозяином рынка.

Уже сейчас трудно найти такую область, куда бы ни проникала реклама. Что же касается радио телевидения газет то они забиты "product placement" (скрытой рекламой) буквально до предела.

UNITS

TEXT

THE MEANING OF MARKETING IN THE BOOK TRADE

Marketing tries to identify customer segments and sell to them all the while, considering the diverse nature of customer needs. Thus one book can be variously entertainment, education, a keepsake or perhaps augment. Another product as in the book of the film. Equally people with similar backgrounds can buy wide ranges of texts because they are looking for different satisfactions from they various purchases.

The way this has been achieved in the book world is through specialization, which has proved to be a valuable marketing tool in developing a business particularly during the recession.

In April 1991 Bookseller predicted: "...the 9Os will be the decade of specialization, of targeted retailers offering something new and radical: service and choice." And already in November of the same year it stated: "the most successful companies currently are those strong in the international publication of professional, academic and reference books. The hardest hit companies have been those devoted to publishing general books for home market." This specialization is going on in all sectors of business, not just publishing.

Specialist retailers are emerging and thriving, but specialist it is

Important to recognize straightaway that specialist does not necessarily equal small. For instance, one can point to the expansion of such market specialists as the Swedish furniture store IKEA, and PC World.

The retail market-place for books has changed dramatically in recent years, with the emergence of large chains of specialist booksellers. In 1984 six main book-selling groups in the UK had between them 397 000 square feet of selling space. This rose to 945 000 in 1988, a rise from 114 bookshops to 263 and all developed with fewer problems than on the publishing side of the business. The major

chains claim that they grew between 5 and 12 per cent in 1989-1990; In some cases the expansion of the chain bookshop in an area already well served by local bookshops has led to the closure of smaller rivals

— the "category killer", as seen in Hampstead*. Interestingly, in Germany it has been found that smaller, and more established bookshops can survive when chain stores arrive, despite a temporary drop when a new store opens, particularly if they offer something extra: service, product knowledge, and a wide and sensible choice of stock.

But prosperity is not the preserve of the larger firms: smaller specialist businesses are thriving in the UK too, and the category of specialist book-shops is growing. These shops not only specialize in books, they take their specialization further.

For example, the Silver Moon Women's Bookshop in the Charing Cross* Road has doubled the size of its premises / помещение./ and is expanding fast. They put this success down to being specialist feminist/women's book suppliers who know their market and offer an excellent service.

On the other side of the road there is a bookshop specializing in crime and murder titles, Murder One; Stan-fords of Long Acre continue to offer a specialist map, and travel guide book service. Computer books provide the highest profit in the trade and make up one of the highest growth potentials in the book business. The Books and Consumer survey found that, of all practical reference books, computer manuals /справочники/are bought at the highest rate. Consequently, shops specializing in them are doing well. All these businesses benefit from strong customer loyalty for they are meeting customer needs.

Some bookshops also sell greeting cards or perhaps cups of coffee

— items which are compatible with the sale of books but which offer higher profit margins. On the other hand, the profit margins on videos and stationary items are in general lower than books; however, stocking such items may bring new customers into the shop, as well as provide existing customers with another pretext for a visit. Children's book clubs too have experimented with cross merchandising. They do well with selling toys and stationary; both types of merchandise that have profit margins significantly lower

than books. This shows that any moves towards a more diverse stock may offer different benefits.

GLOSSARY

1. A keepsake — подарок на память

2. augment — а. приращение (чаще всего в греческом

языке и санскрите)

b — аугмент, прирост, прибавление

3. to thrive — преуспевать, процветать

4. premises — помещение (с прилегающими

пристройками и участком); владение; недвижимость

5. compatible (with) — совместимый, сочетаемый

6. diverse — разнообразный, разный; разнотипный

7. survey — обзор, обследование

8. pretext — предлог для чего-то

COMMENTARY

Hampstead — a district in the North of London Charing Cross — 1) a district of London in the city of Westminster 2) a main line in the underground for the national trains that will bring you to Heathrow airport road.

Stan-ford — An American University in California. In the

1980s and 90s began teaching literature by women, minorities and by people from other cultures in its literature courses.

SPEECH PATTERNS

1. Specialization has proved to be valuable tool in developing a business.

Last year advertising campaign proved to be an essential step to conquering the market.

We hope, this accident will prove to be a good lesson for him.

2. The most successful companies are those strong in the publication of reference books.

The hardest hit companies have been those devoted to publishing general books.

The most prosperous shops nowadays are those meeting customer needs.

3. They put this success down to being specialist feminist/ women's book suppliers.

The Managing Director puts the failure down to the appearance of a new chain store.

We put these brilliant results down to the years of hard training.

PHRASES AND WORD COMBINATIONS

1. targeted retailers розничные торговцы, нацеленные на

определенный сегмент рынка.

2. chain shops/stores однотипные розничные магазины

одной фирмы

3. growth potential потенциал роста

4. to meet customer needs учитывать потребности потребителя

5. profit margins размер прибыли

6. Cross merchandising перекрестное (дополняющее)

выкладывание (расположение товаров в магазине таким образом, чтобы дополняющие друг друга товары находились рядом (напр., шампуни расположены напротив фенов) и покупатель одного товара мог обратить внимание на другой)

7. diverse stock разнообразный запас (товаров)

8. to offer benefits приносить прибыль

ESSENTIAL VOCABULARY

1. emerge verb

To come out of something.

The doors opened and people began to emerge into the street.

To stop being involved in a difficult situation. The country is slowly emerging from a recession. To become known. Some worrying rumors were beginning to emerge.

2. emergency noun

an unexpected situation involving danger in which immediate action is necessary.

Use the fire alarm in case of emergency.

emergency services

The organizations that deal with fire, crime, accidents, and injuries.

The retail market-place for books has changed dramatically in recent years, with the emergency of large chains of specialist booksellers.

3. merchandise noun

Goods that people buy and sell.

merchandise verb

To try to make people want to buy something by using methods such as designing interesting covers or containers, arranging products in a particular way in shops etc.

If your store is well merchandised, your pleased customers will buy more merchandise from you than they did before.

merchandising noun

The business of arranging and showing products in shops in a way that makes people want to by them.

Learn how to develop the right merchandising, pricing, and service strategies for your store.

4. margin noun

The difference between how much money you get when you sell something and how much it costs you to buy or make it.

Some bookshops sell items which offer higher profit margins.

The space at the left or right side of a page where words are not usually printed or written.

Someone's made notes in the margin.

The edge of a place or thing.

The Andes run along the western margins of South America. (Australian) an extra amount of money paid to a worker who has a special skill or accepts additional responsibility.

We usually give taxi drivers 10 or 15 per cent margin.

5. target noun

Something that you try to achieve. They are setting a target of 2000 new editions target date

the date that you are hoping something will be done. We are setting June as a target date for completion. Someone that you are trying to get as a customer or audience. Who is this paper's target reader ship? prime target perfect target

We think teenagers are a prime target for the anti-smoking campaign.

target language

The foreign language that you are trying to master.

Japanese has been their target language for three years already.

target verb

To try to persuade or influence a particular group of people.

The billboards had been targeting travelers at airports.

to intend or try to attack someone or something.

The army headquarters had been targeted and badly damaged.

6. benefit noun

An advantage you get from a situation.

The latest issue will bring lasting benefit to our publishing house.

Money or other help that the government gives people who need financial help, for example if they do not have a job.

Housing /sickness /disability benefit

There has been an increase in the number of people claiming benefit.

Extra money or other advantages that you get in addition to your salary from employer as part of your job.

The benefits include medical insurance and a company car.

benefit verb

to get help or an advantage from something.

Patients have benefited greatly from this treatment.

stand to benefit

to be likely to benefit

Unemployed people stand to benefit most from these policies.

beneficial adj. something that is beneficial has a good effect or influence on someone or something.

One or two glasses of wine a day can be beneficial. The relationship was mutually beneficial to many.

ACTIVITIES