Vocabulary notes Text b

		power — способность
		advertisement —рекламное объявление
		placement — размещение
		creativity — творчество
		canny — хитрый
		schedule — планировать
		thing of naught — ненужная вещь
		consumer behaviour — поведение покупателя
		in great demand — пользоваться большим спросом

■ Ex. 1. Restore the word order in the questions based on the text. Read the text and answer the questions.

1) Does advertising its point or not gain? 2) Why effective advertising extremely important and necessary to a company's survival is? 3) What must for an advertisement to be effective be done? 4) A career in advertising a difficult one, isn't it is? 5) Good advertisers in great demand, aren't they are?

Advertising and its effectiveness. There is no serious disagreement over the power of advertising to inform consumers of what products are available (can easily be bought or found). In a free-market economy effective advertising is extremely important and necessary to a company's survival, for unless consumers know about a company's product they are unlikely to buy it. For an advertisement to be effective its production and placement must be based on a knowledge of the public and a skilled use of the media. A career in advertising is a difficult one. Good advertisers are in great demand. Advertising agencies serve to organize complex advertising campaigns. The effectiveness of advertising campaigns is based on research into consumer behaviour and demographic analysis of the market area. [Demography is the study of human populations and the ways in which they change.] Advertisers combine creativity in the production of the advertising messages with canny scheduling and placement, so that the messages are seen by, and will have an effect on, the people advertisers most want to address. Given a fixed budget, the advertiser faces a basic choice: he can have his message seen or heard by many people fewer times, or by fewer people many times.

■ Ex. 3. Complete the following statements. Choose one topic to speak about a) advertising in newspapers; b) advertising in magazines; c) advertising by television and radio; d) the other advertising media. Retell the text Advertising and its media.

1) Newspapers can offer … 2) Magazines may be ... 3) Magazines may offer ... 4) The most pervasive media are ... 5) Advertisers can buy ... 6) Advertising spots are broadcast ... 7) For advertisers ... are … 8) The size of the audience determines ... 9) The composition of the audience determines ...

■ Ex. 4. Complete the following statements. Choose one topic to speak about a) effective advertising; b) advertisers; c) advertising agencies and campaigns. Retell the text Advertising and its effectiveness.

1) Effective advertising is ... 2) Unless consumers know ... 3) For an advertisement to be effective ... 4) A career in advertising is ... 5) Good advertised are ... 6) Advertising agencies serve ... 7) The effectiveness of advertising campaigns is based on ... 8) Advertisers combine ... so that ... 9) Advertisers are given ... 10) Advertisers face ...

■ Ex. 5. Look through this excerpt and fill the spaces with the words from the box.

London is still one of the most lively shopping cities in the world. Within just a few minutes' walk you can find both vast department stores, with glittering window displays, and tiny, cluttered rooms where one ______1) almost fills the entire shop. Many of the most famous London shops are in Knightsbridge or Regent Street, where prices can be steep, but Oxford Street, which is packed with a huge number of shops offering quality goods at a range of ______2) is also worth a visit. All over London, there are plenty of places tucked away down side-streets — and don't forget to try the markets for antiques, crafts, ______3) goods, food and clothing.