8* Complete the dialogue using the words from the box. There are two words which you don't need to use.

flexibility_____________.-----------

KATE: Good morning. I am studying the problems of adver­tising. May be you could give me some information on this problem.

HELEN: Good morning. Well, to begin with, a firm has to ask itself a number of important questions in relation to advertising: How much should the company spend on advertising? What combination of ______(1)______ will work best ? What effect does advertising have on the com­pany's sales?

KATE: To my mind, to answer these questions the company should use some methods of measuring the______(2)______ of advertising.

HELEN: You see, most of the methods focus not on ______(3)______changes but on how well the communica­tion is remembered, recognized, or recalled.

KATE: But why? Do these methods really can measure to what extent the advertising really______(4)______?

HELEN: No, they can't, because many factors besides adver­tising ______(5)______sales success. Advertising has some impact on a product's sales but the exact effect is uncer­tain.

KATE: Then what information is given by these methods?

HELEN: At present most______(6)______methods simply tell which ad is the best among those being appraised.

KATE: But if I am not mistaken, even though one ad may be found to be more memorable or to create more ______(7)______ than another, that fact alone gives no assurance of relationship to sales______(8)______.

HELEN: That's right.

KATE: Then why should the company advertise?

HELEN: Without advertising to inform the public of its product, the company will have a difficult time winning brand recognition and brand acceptance. Without adver­tising it will probably be difficult to______(9}______deal­ers to carry the firm's product, especially if _____(10)______brands are well known.

KATE: I see. Thank you veiyTmicii indeed.

HELEN: You are welcome.

9* Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.

1. product life cycle

2. to sell well

3. old 'steady'

4. to run for years

5. slogan

6. desk range

7. we are all for keeping it

8. teaser advertising campaign

9. to launch

10. direct mail shot

a. ассортимент письменных столов

b. игровая (дразнящая) реклам­ная кампания

c. кампания рассылки материа­лов по почте

d. лозунг, девиз, рекламная фор­мула

e. выпускать новый товар на рынок

f. что-л. старое, верное/устояв­шееся

g. жизненный цикл продукта

h. иметь хороший сбыт

i. успешно действовать много лет

j. Мы всецело за то, чтобы сохра­нить это

Dialogue No 2 (263 words)

The Marketing Director John Crosby and the Advertising Manager Diana Hollywood are preparing for a new advertis­ing campaign.

JOHN: Oh, hello, Diana.

DIANA: Now, there are two things I'd like to tell you. Well, I'm changing the style of our advertisements. I think the old slogan "S. & H. is your guarantee" is a bit out of date now.

JOHN: I agree it's old-fashioned, but it's been part of our pub­licity for so long now that it's almost a household expression.

DIANA: I think we should change it. We need to project a forward-looking image. You know, modern efficiency plus elegance and old-time product reliability.

JOHN: I certainly think that applies to the new desk range, but I'm not so sure about, well, the old 'steadies' like the 'Windermere' range, for instance. That's run for years, and is still selling well. That style of desk is still far from the end of its product life cycle.

DIANA: If you think so, I won't change the slogan for that range. The advertising agency are all for keeping it, too.

JOHN: And we've got a lot of older customers who trust our^-reputation, so let's keep the new campaign for the new lines as well.

DIANA: All right. Now we come to the new desk range, the 'Graymatfirm'. I'm very excited about this. It's a most attractive range.

JOHN: I think so, too. We've got great hopes for it.

DIANA: I've planned a teaser campaign. We'll run it for two months before the official launching, and that, as you know, is to be at the International Office Equipment Exhibition. Here are the suggested layouts. What do you think of this one?

JOHN: The girl is marvellous. But where are the desks?

DIANA: That's the idea! Here's the perfect secretary, the ideal office: all the boss needs now is one of our magnifi­cent 'Graymatfirm' desks to complete the picture. Details will be given later.

JOHN: Splendid! Now what about the direct mailing?

DIANA: We will solict by mail two thousand potential cus­tomers. I think it should go out a few weeks before the exhibition.

JOHN: That sounds good.