Ex. 5 Advertising

1.

If money were not spent on advertising it would give manufacturers the opportunity to

a)

communicate between those with goods and services to sell and those who might benefit from those goods and services.

2.

Some firms spend large sums of money on advertising to

b)

make large numbers of their workers redundant.

3.

Many manufacturers see advertising as an insurance policy which gives them the opportunity to

c)

which the advertising message of a television or radio commercial is sung.

4.

Advertising can be seen as the means to

d)

ensure that advertisers do not make false statements about their products and services.

5.

The advent of satellite television has opened up possibilities for international advertising agencies to

e)

restrict the entry of competitors into the market.

6.

If manufacturers do not advertise when sales fall they might have to

f)

substantially reduce the cost of the goods to the consumer.

7.

A jingle is a short tune to

g)

whom the advertisement is intended to appeal.

8.

A hoarding is a site for poster advertising which some firms use to

h)

remind the public of the name of the product.

9.

The Trade Descriptions Acts were passed to

i)

protect themselves against their own too-optimistic forecasts.

10.

The purpose of much advertising expenditure on established brands is to

j)

advertise throughout the world with a single commercial.

11.

The target audience is the section of the population to

k)

flatter the target audience by pander­ing to their self image and making them more receptive to the advertising

12.

Ego bait is intended to

1)

attract the attention of people such as pedestrians and motorists.

1.

Department stores

a)

without leaving the comfort of their homes.

2.

Retailers sometimes sell goods at a loss

b)

so that ample car parking facilities are available.

3.

Discount stores concentrate on a limited range of products

c)

by restrictions on the parking of cars outside their shops.

4.

Automatic vending machines have the advantage that they

d)

may limit the range of choice to the consumers.

5.

The shopfronts of chain stores are easily recognisable

e)

because the shops close so early.

6.

Mail-order retailing allows people to shop from glossy catalogues

f)

usually offer a wide range of ser­vices including restaurants and hairdressing salons.

7.

Bulk purchasing allows the large re­tailers to keep their prices low but

g)

allows shopkeepers to offer fresh produce to their customers.

8.

Small shopkeepers in large cities may find customers are discouraged

h)

to encourage people to come to their shops and buy other products.

9.

Many visitors to Britain are surprised

i)

by advertising the products through their window displays.

10.

A quick turnover of perishable foods

j)

so as to maximise price.

11.

Shops and stores increase the manufacturers' sales

k)

are available 24 hours a day.

12.

The larger supermarkets and hypermarkets are being built outside the towns

1)

so that customers know what to expect to find inside, wherever the store is.

Ex. 12

A

1. entrepreneur

2. phenomenal

3. to slump

4. cumbersome

5. a buying spree

6. fatal

7. a commodity

8. a household name

B

a) very unusual and impressive

b) to go down suddenly

c) a short intensive period of buying

d) having a very serious effect

e) a product that can be sold

f) a very famous person

g) someone who starts a company, arranges business deals and takes risks in order to make a profit

h) a process or system that is slow and difficult, or equipment that is heavy

Ex. 13

A

1. to launch

2. distributing

3. prolific

4. an inventory

5. to embark on

6. a swansong

7. to stagnate

8. to soar

B

a) producing a lot

b) to sell a product for the first time

c) the stock a company has at a particular time

d) selling a product made by someone else

e) to start

f) to stop changing

g) to go up quickly

h) a person’s last piece of work

Ex. 14

A

1. a high

2. to flop

3. back-office

4. reorganizing

5. bilingual

6. feasibility

7. premises

8. manufacturing

B

a) restructuring

b) making a product in a factory

c) the maximum point reached

d) to be unsuccessful

e) administrative

f) speaking two languages

g) the building and land that a company uses

h) a plan, idea or method that is possible and is likely to work

Ex. 15

A

1. inevitable

2. prerequisite

3. a merger

4. clashes

5. an ego

6. acquisition

7. imperatives

8. to relinquish

B

a) to let smb else take

b) unavoidable

c) the act of joining together two or more companies to form a larger one

d) a person’s opinion about himself

e) requirement

f) strong differences of opinion

g) urgent demands

h) one company accumulates enough of another company’s shares to take over control and ownership

Ex. 16

A

1. peers

2. bust-up

3. agenda

4. the minutes

5. a chairperson

6. alliance

7. campaign

8. to differentiate

B

a) a clear summary of the important points that were discussed at the meeting

b) a list of items to be discussed

c) a person who manages and controls the meeting

d) people who hold similar positions

e) a series of actions intended to achieve a particular result

f) a strong quarrel and the end of relationships

g) an arrangement between two or more companies to work together

h) to show how products are different

Ex. 17

A

1. hassle

2. to monitor

3. an initiative

4. a profile

5. focus group

6. an audience

7. a mission

8. to determine

B

a) to check at regular intervals

b) problems

c) to find out, to discover

d) a description of the characteristics of smb or smth

e) a group of interested people

f) an assignment or task

g) an informal discussion group used for market research

h) an important new plan with a particular aim

Ex. 18

A

1. cutting edge

2. a segment

3. to exceed

4. common thread

5. deadline

6. participant

7. casualties

8. questionnaire

B

a) losses

b) a written set of questions given to a larger number of people to collect information

c) the most advanced and up-to-date

d) a shared characteristic

e) a part or section

f) to be more than

g) a date or time by which you have to do or complete smth

h) someone who is taking part in an activity or event

Ex. 19

A

1. to advertise

2. exposed

3. brand image

4. to garner

5. outrageous

6. acumen

7. to sue

8. a counterpart

B

a) a picture that a company wants to present to the public

b) to collect

c) very shocking

d) the ability to make good judgments

e) a colleague in a different place

f) to tell people publicly about a product or service in order to persuade them to buy

g) to claim money because you have been harmed

h) not protected

Ex. 20

A

1. publicity

2. media

3. billboard

4. clients

5. taboo

6. social issues

7. foremost

8. reparation

B

a) television, radio, newspapers, magazines, etc.

b) human interest subjects

c) people or companies who pay for a professional service

d) payment made for damage, loss or injury

e) a public space reserved for advertisers to put their ads on

f) the business of making sure that people know about a new product, service, film, etc.

g) a social custom which means a particular activity or subject must be avoided

h) the most important and respected person, company etc.

Ex. 21

A

1. coverage

2. posters

3. ubiquity

4. a lobby

5. perks

6. autocratic

7. to syndicate

8. a subscriber

B

a) large pictures or notices put up in a public place to advertise smth

b) time and space given by the media to a particular news item

c) to sell to other media

d) seeming to be everywhere

e) giving orders without asking others’ opinion

f) something that you get from your work in addition to your wages (goods, meals or a car)

g) a person who pays money regularly for a service

h) a large entrance hall in a public building

Ex. 22

A

1. depreciation

2. state-of-the-art

3. core business

4. a concept

5. backing

6. a holding

7. logistics

8. bulletin

B

a) support

b) a company whose purpose is to control another company through owning shares in it

c) the study or skill of moving goods

d) the fall in the value of smth as it becomes older

e) newest or most sophisticated

f) a news report on radio, television or in press

g) central activities of a company

h) an idea or a thought

Ex. 23

A

1. consortium

2. welfare benefits

3. infrastructure

4. counterfeiter

5. merchandise

6. copyright abuse

7. distinctive

8. to rip off

B

a) having a special quality, character, or appearance that is different and easy to recognize

b) a person who copies goods in order to trick people

c) a group of companies in similar business working together

d) basic facilities and services of a country (water, power, roads)

e) to sell illegal copies of a brand as if they are the real thing

f) goods for sale

g) to copy someone else’s work, for example their designs, without permission

h) money paid by the government to people in need

Ex. 24

A

1. logo

2. fake

3. diversion

4. cancellation

5. global offensive

6. voucher

7. destination

8. accommodation

B

a) a different road for traffic to travel

b) the symbol of a company

c) taking strong actions all over the world

d) a kind of ticket that can be used instead of money

e) a decision or statement that a planned flight will not happen

f) a copy of a valuable object that is intended to deceive people

g) the place that someone is going to

h) a place for someone to stay or live

Ex. 25

A

1. aisle

2. hoardings

3. endorsement

4. jingles

5. to promote

6. commercials

7. to publicise

8. slogan

B

a) a long passage between rows of seats

b) radio or television broadcasts that are produced by companies that earn money through advertising

c) to give information about smth to the public

d) a short easily-remembered phrase

e) to help smth to develop and be successful

f) short songs used in advertising

g) the approval in the advertisement that you use a particular product

h) billboards

Ex. 26

A

1. inspiring

2. segments

3. TV slot

4. astute

5. absentee

6. dumping

7. to subsidize

8. laisser-faire

B

a) a place in a television schedule

b) parts of a larger market or category of customers

c) getting rid of goods by selling them at a much lower price

d) able to understand situations very well and very quickly so that you can get advantage for yourself

e) the principle of allowing private businesses to develop without any state control

f) giving people energy, a feeling of excitement, and a desire to do smth great

g) someone who should be in a place but is not there

h) to pay part of the cost of smth

sort out

to resolve (отбирать, разбирать, решать проблему)

spell out

to say in a clear detailed way (растолковывать, разъяснять)

sell out

to sell everything you possess (распродать)

make out

1) to write a cheque (выписать чек)

2) to manage, to survive (выжить, устоять, удержаться в данной ситуации)

3) to manage to see smb or smth, or read or hear smth (различить, расслышать, разглядеть, разобрать)

bring out

to put on a market (выпускать продукцию на рынок)

buy out

to buy someone’s shares of a business that you previously owned together so that you have complete control (выкупать вою долю в компании)

sound out

to talk to someone in order to find out what they think about a plan or idea (узнать мнение, называть, оглашать)

carry out

to do smth that needs to be organized and planned, to conduct, to hold (проводить исследования, совещания и т.д., осуществлять)

turn out

to produce or make smth (производить)

pull out

to get out of a bad situation or a dangerous place (уходить, покидать, например, рынок; отказываться от участия)

point out

to direct attention to smth (привлечь внимание, указать на ошибку и т.д.)

have out

to clarify the situation (прояснить ситуацию, разобраться)

hold out

to continue to be sufficient, to last (выстаивать, выдерживать)

stand out

to be easily seen, to be noticeable (быть заметным, выделяться)

cut out

1) to stop doing smth (прекратить делать что-либо)

2) to be cut out (for) – to have qualities and abilities needed for smth (подходить, соответствовать чему-либо)

set up

to establish a business or an organization (основать компанию и т.д.)

set back

to put back or delay the development of smth (откладывать, задерживать развитие чего-либо)

set about

to start to do or deal with smth (начать, предпринять что-либо)

set in

to start and probably continue (устанавливаться на какой-то период времени)

set out

to begin an undertaking of some kind, e.g. a journey (отправляться)

set against

to balance against (противопоставлять, противостоять)

set aside

to keep for a special purpose (откладывать, хранить деньги)

set down

to write, to make a record of (записывать)

put down to

to explain the reason for smth (приписывать, например, ошибки кого-либо за счет чего-либо)

put forward

to suggest, propose an idea or scheme (предлагать, выдвигать)

put across

to explain or communicate clearly (объяснять, общаться понятно, ясно)

put back

to move to a later date (переносить на более поздний срок)

put off

to postpone or delay (отменять или задерживать)

put on to

to give someone information about (посоветовать, порекомендовать)

put through

to connect by phone (соединять по телефону)

put up

to invest, provide money for (вложить деньги)

put out

1) put someone out – to inconvenience him or her (ставить в неудобное положение)

2) put oneself out – to make a special effort (приложить особые усилия)

put up with

to tolerate, endure (терпеть, мириться)

put one’s finger on

to find the cause of the trouble (найти причину неудач, разобраться)

put one’s foot in

to say the wrong thing or make an awkward mistake (ошибиться)

put paid to

to destroy ruin completely (разрушить планы, шансы)

put in a good

word for

to recommend someone (замолвить слово за кого-нибудь)

weigh up

to consider, bear in mind (рассмотреть, взвесить)

bring up

to mention or introduce a subject for attention (поднять вопрос на обсуждение)

draw up

to make or write smth that requires careful thought or planning to prepare a document (разработать документ)

take up

1) to start doing smth for pleasure (начать делать что-то для удовольствия)

2) to start or begin smth, especially a job (приступить к новой работе)

3) to continue smth that has been interrupted, not mentioned for some time or not finished by somebody else (вернуться к тому, что не было завершено)

step up

to increase (увеличивать, продвигать)

pick up

to become better, to improve (улучшить)

break into

to become involved in a new business activity (прорываться на новые рынки)

work out

to think carefully about how you are going to do smth and plan a good way of doing it (обдумать, просчитать, разработать)

catch sight of

to notice suddenly (внезапно заметить)

catch on

to become popular or fashionable (стать модным, популярным)

catch out

to trap someone in an error, to show someone to be at fault, find someone unprepared (застать врасплох, уличить, поймать на ошибке)

catch up with

to draw level with (догнать)

catch one’s eye

to attract attention (привлечь внимание)

catch fire

to start to burn (загореться)

become caught

up in

to become involved in (оказаться вовлеченным)

bring about

to cause to happen (вызывать, побуждать)

bring round to

to persuade someone to change his opinion (переубедить)

bring down

to reduce (a price) (снижать)

come to/ get to/ reach the point

to give the important part of what one is trying to say (выразить основную идею, дойти до сути чего-либо)

keep to the point

to limit oneself to what is relevant to the subject being discussed (придерживаться сути разговора)

get away/ off

the point

to say smth irrelevant (отклоняться от сути)

make a point

to express your opinion, offer an argument (выразить свое мнение)

make a point of

to make a special effort to (проявить инициативу)

put your back

into it

to work very hard (usually physical work) (выполнять тяжелую работу)

back out

to withdraw from an agreement, a contract etc. (отказаться, отстраниться, отступить)

back down

to admit that you are wrong (признать ошибку)

back up

to support someone (in a discussion or an argument) (поддержать)

break the back of

to finish the most difficult, main part of the job/ task (закончить сложную часть работы)

turn up

to arrive, to appear (приходить, появляться)

turn over

to do business or sell goods worth a certain amount (совершать товарооборот)

turn round

to make a business profitable again after it has had losses (возродить прибыльность компании)

turn against

to change one’s attitude and become hostile (изменить отношение и стать враждебным)

take turns

to do smth in an agreed order (делать по очереди)