Metodichka_-_Anglysky_yazyk

Ex.5 Complete the notes below to show the main points of the text.

1.Darja Stoeva benefited from pursuing the following two goals

a)______________________________________

b)_____________________________________ .

2.An open market in European higher education is encouraged by

a)_____________________________________

b)_____________________________________ .

3.Non-English-speaking students often face the problems in

a)____________________________________

b)____________________________________

c)____________________________________ .

4.Students improve very quickly if they

a)____________________________________

b)____________________________________ .

Text 2

Ex.6 Read the text and fill in the gaps with the following words:

Advertising Demands a Leap of Faith

Promotions often seek to be stories in themselves, writes Duncan Robinson

On 14 October 2012, Felix Baumgartner climbed out of his balloon capsule at an altitude of 39km and jumped. He hurtled towards the ground, breaking the sound barrier in the process for nearly four minutes before opening his parachute. Written on it in a large, red font were two words: Red Bull.

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Mr Baumgartner’s (1) ____to earth was just one of myriad heart-stopping ways that Red Bull promotes its brand. The Austrian drinks company sponsors everything from the Red Bull Air Race World Championship, in which highly trained pilots fly aerobatic planes round a course, to the Red Bull Flugtag, in which foolhardy men and women jump off piers in homemade gliders. It also has a Formula One team.

When it comes to building a brand, buying a full-page ad in a newspaper and a few slots on prime time, or even just sponsoring a football team, do not cut it anymore.

Ian Stephens, principal at Saffron, a brand consultancy, says: “It has reached a tipping point, where it is a legitimate (2) ____ to create things that get talked about”. When the then 43-year-old Austrian Mr Baumgartner made his jump, he was watched by 8m people on YouTube – at the time, the biggest live online audience ever.

None of Red Bull’s sponsorship deals have much to do with creating a short-term spur in sales of its sugary, caffeinated drinks. Instead, the company is investing heavily to give its brands a (3)

_____boost. Other brands are starting to use the same tactic. “It is not done purely for profit,” says Peter Walshe, a retail analyst at Millward Brown Optimor, a brand consultancy. “It is done for a differentiation aspect.”

Other brands have used more prosaic methods (4) ____ their standing. Dove, the personal care brand, has run a decade-long campaign based around “real beauty”, putting out videos to stimulate debate about what beauty is and how the cosmetics industry portrays it.

In one Dove advert, women are drawn by a police sketch artist based first on a self-description and then on the description of strangers who have just seen them for the first time (the second version turns out to be more attractive than the first). These adverts have been viewed tens of millions of times on YouTube, providing a longer promotional shelf life than a (5) _____ advertising campaign.

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Meanwhile, Gillette, the shaving brand owned by US consumer goods giant Procter & Gamble, has sponsored Movember, the prostate cancer awareness drive in which men do not shave their moustaches for a month.

But differentiation has its risks. In Red Bull’s case, extreme sports are by their nature very dangerous. When Mr Baumgartner did his jump, for a few stomach churning seconds the Austrian seemed to lose control and started to spin (6)____ .

Thankfully, he landed successfully. But other Red Bullsponsored athletes have not. Shane McConkey, a skier and basejumper paid by the drinks company, died in 2009 while base-jumping in Italy.

In general, though, when branding goes wrong it does not have lethal (7) ____.

Any effort to stand out must be coherent and complement a brand’s day-to-day work. Brands can look clumsy when they try to change how they are (8) _____, says Mr Stephens, who cites the efforts of confectionery maker Cadbury, fast-food company

McDonald’s and drinks maker Coca-Cola to sponsor sports in an attempt (9) _____ attention from the high calorie count of their products.

Likewise, corporate owners of brands have to make sure the ethos of separate brands do not overlap or disagree too sharply.

Some have criticized Unilever for double standards because it owns both Dove, with its wholesome “real beauty” campaign, and

Lynx, which advertises via the more traditional device of scantily clad models throwing themselves at teenagers.

This is an important consideration for large (10) ____ groups, such as P&G and Unilever, that have tried to build more visible corporate brands. [20]

Ex.7 Read the text again. For questions 1-4, choose the correct answer (A, B, C or D).

1. What is Red Bull’s promotional strategy aimed at?

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A.To sponsor everything not to be forgotten.

B.To sponsor mainly sports events.

C.To advertise in newspapers, on the radio and TV.

D.To arrange a publicity stunt.

2.Red Bull’s sponsorship is provided

A.for a short-term spur in sales.

B.for investing heavily in favourite sports.

C.for standing out in the market.

D.purely for profit.

3.What did one Dove advert show?

A.Women underestimate their appearance.

B.Women overestimate their appearance.

C.A police sketch artist managed to draw women well.

D.Strangers couldn’t describe women properly.

4.What risks of differentiation in promotion were NOT mentioned in the text?

A.Human life is often put at risk for the sake of publicity.

B.Gentle irony shouldn’t turn into offensive mocking.

C.Companies launch advertising which might be inconsistent with the day-to-day perception of a company.

D.The same company which promotes two polar concepts of beauty might be blamed for having double standards.

Ex.8 Find in Text 2 English equivalents for the following Russian words or word combinations:

1.высота

2.шрифт

3.продвигать бренд

4.рекламное объявление на всю страницу (газеты)

5.место в программе (временной интервал)

6.справляться с чем-либо (in negative sentences)

7.руководитель, начальник, директор

8.законная стратегия (стратегия ставшая законом)

9.краткосрочный стимул

10.проводить кампанию

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11.обеспечить более длинную рекламную жизнь

12.по природе

13.любое усилие, чтобы выделиться

14.дух, характерная черта (отдельного бренда)

Ex.9 Find words in Text 2 which mean the following.

1.to provide money for a television or radio programme, website, sports event, or other activity in exchange for advertising

2.an amount of time that is allowed for a single event in a planned order of activities or events

3.in television and radio broadcasting, the time of day when the largest number of people are watching or listening

4.broadcast or seen at the same time it is performed or happens

5.money that is earned in trade or business

6.the process of showing how a product is different from similar products and what its advantages are, especially in order to attract a particular group of consumers

7.a planned series of advertisements that will be used in particular places at particular times in order to advertise a product or service and persuade people to buy it or use it

8.products that people buy for their own use

9.the activity of connecting a product with a particular name, symbol, etc. or with particular features or ideas, in order to make people recognize and want to buy it

10.when two or more activities, subjects have some parts that are the same

Text 3

Ex.10 Read the text and match each paragraph (A-E) to one of the headings below. You do not have to use one of them.

1.Reasons for being excluded from enjoying banking services, for being “unbanked”.

2.Potential target audience for a basic current account.

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3.Development prospects for the current account market.

4.The terms and conditions of holding a basic current account.

5.The banks’ reluctance to introduce a basic current account.

6.A wide variety of banking facilities.

Financial Crisis Creates Greater Need for Basic Services

A simple account is the first step but not all lenders will offer it, says Rod Newing

A.An important social priority in fighting poverty and encouraging economic growth is to address the 2.5bn “unbanked” in the world, 50 per cent of the adult population. The first step in bringing them the stability and benefits of financial services is to get them to use a basic current account that is specifically designed for those with poor credit scores. “Banks enable those who cannot get a full service current account to access banking facilities, as they only need to prove their identity and where they live,” says David Black, banking specialist at Defaqto, an independent financial research company.

B.A basic current account allows people to receive wages, pension or benefits; bank cash and cheques; pay bills by direct debit or standing order; withdraw cash from an automated teller machine; and some include a debit card. However, they do not allow holders to write cheques, hold credit cards or take out overdrafts.

C.In the wake of the financial crisis there is concern that, as the banks move to de-risk their balance sheets, they will try to disenfranchise customers without credit scores. Strictly speaking, because there are no cheques or overdrafts, these accounts are risk free. The problem is that banks lose money on such accounts, even those charging monthly fees, because they are unable to charge high interest rates or sell users other, more lucrative, financial services. These accounts are often provided as a result of pressure from governments or as a part of social responsibility agenda.

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D.The 2.5bn “unbanked” figure comes from “Measuring Financial Inclusion: The Global Findex Database”, a recent report from the

World Bank Development Research Group. It found that by far the most common reason for not having a formal account (65 per cent) is lack of enough money to use one. “This speaks to the fact that having a formal account is not costless in most parts of the world and may be viewed as unnecessary by a person whose income stream is small or irregular,” says the report. The next most common reason reported for not having an account is that banks or accounts are too expensive (25 per cent).

There are already signs of basic account customers resisting imposition of fees. “It has led to dramatic consumer backlash in developed regions,” says Kumail Tyebjee, senior principal of financial services at Infosys, a consulting, technology and outsourcing company. “One of the most visible was against institutions that added fees to debit card services.”

E.There is no doubt that the financial crisis has created a greater need for basic bank accounts, as credit problems for the disenfranchised increase. Chris Gibson, a director at Navigant Consulting, an expert services firm, believes that the current account market needs greater competition and choice to improve propositions to marginalized customer segments. “While the

market makes much of the moves to improve competition, we are yet to see any difference,” he says.

“Several new entrants to the market have yet to add a current account to their product set. Others have launched with a current account proposition, but branch locations situated in more affluent areas mean that only those customers are likely to benefit from their products.” [19]

Ex.11 Read the text again and decide whether each of the following statements is true, false or not stated in the text.

Mark T for “true”, F for “false” and N for “not stated”.

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1.A basic current account unlike a full service current account is designed to serve the needs of lowincome market segments.

2.To get a full service current account a customer only has to prove his identity and where he lives.

3.A basic current account allows a holder to spend money up to an agreed limit, after the balance has been reduced to nil.

4.Banks favour basic current accounts because they are risk free and banks are able to charge monthly fees for the service.

5.Governments grant the right to basic current accounts as one of Social security benefits.

6.People remain “unbanked” for economic reasons.

7.The basic current account market will develop to the benefit of the poor and tougher competition among financial institutions tends to contribute to the development.

Ex.12 Find in Text 3 English equivalents for the following Russian words or word combinations:

1.бедность, нищета

2.преимущества финансовых услуг

3.кредитные баллы, кредитная оценка, рейтинг

4.оплачивать счета

5.снимать наличные через банкомат

6.владелец счета

7.выписать чек

8.согласованное превышение кредитного лимита

9.балансовый отчет

10.прекращать работать с клиентами без кредитных баллов (с низкой кредитной оценкой)

11.брать ежемесячную оплату (комиссию)

12.процентная ставка

13.сопротивляться введению комиссионных сборов

14.обездоленные, бесправные

15.обособленный, социально отчужденный, маргинальный

16.богатые районы

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Ex.13 Match the terms (1- 11) to their definitions (a-k).

1.current account

2.direct debit or standing order

3.automated teller machine (ATM)

4.debit card

5.credit card

6.overdraft

7.balance sheet

8.lucrative

9.income

10.fee

11.customer segment

a.a financial statement that shows a company's assets and debts at a particular time

b.a machine, usually outside a bank, which customers can use to get money out or manage their account by using a plastic card together with a PIN (= a secret number)

c.a group of customers for a product or service, who have similar characteristics or needs

d.a small plastic card that you can use to get cash from ATM, or to pay for goods and services. When you use the card, the money is taken directly from your bank account.

e.a small plastic card that can be used to buy goods or services and then pay for them at a later time

f.a bank account that you can take money from at any time and use for making payments , that usually earns little or no interest

g.an amount of money paid for a particular piece of work or for a particular right or service

h.an amount of money that a customer with a bank account is temporarily allowed to owe to the bank, or the agreement which allows this

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i.an instruction to a bank to pay a particular amount of money at regular times from a person's bank account to another bank account (e.g. payments for public utilities)

j.money earned by a person, company, government, etc. over particular period of time

k.earning or producing a lot of money

Ex.14 Go to one or more of the sites below to practice the use of English tenses.

http://www.agendaweb.org/verbs/ http://www.agendaweb.org/verbs/mixed_tenses2-exercises.html http://www.agendaweb.org/verbs/reported_speech-exercises.html http://learnenglish.britishcouncil.org/ar/english-grammar/verbs http://www.englishexercises.org/buscador/buscar.asp?nivel=any&ag e=0&tipo=any&contents=verb+tenses#thetop http://learnenglish.britishcouncil.org/en/grammar-exercises

Ex. 15 Go to http://ed.ted.com/on/k0mEfvZO#watch to watch a video “The new science of marketing”. Use navigation on the right to switch to exercises and additional materials.

Ex.16 Go to http://www.uefap.com/listen/exercise/advertis/adfrmp.htm to listen to a short talk on advertising and do online exercises in understanding and note-taking.

Ex.17 Go to http://www.uefap.com/listen/exercise/mnes/mnesfrmp.htm to listen to a short talk on multinational enterprises and do online exercises in understanding and note-taking.

Ex.18 Go to http://www.uefap.com/listen/exercise/structur/liststru.htm#intro to do online exercises in recognizing lecture structure.

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