1. Ответьте на вопросы.

1. What is leadership in business?

2. What are various leadership styles?

3. What is the difference between a manager and a leader?

2. Переведите слова с русского на английский.

Удачный, средство, шантаж, сотрудник, эффективность, отклонение, использовать, надежный, исключение, консультирующий, граница, неясный, оправдывать, звено, подчиненные

3. Переведите предложения и обсудите их с одногрупниками.

1. A leader is someone who can get others to do what he or she wants them to do.

2. Managers make all decisions. They decide what is to be done, who will do it and how and when it is to be accomplished.

3. The discussion of leadership theories may seem to imply that managers merely decide which leadership style to use, sometimes changing styles to adapt to different situations.

4. Some workers are mature in the way they approach their work, others may have to be watched quite closely to obtain even minimum performance.

5. It is a high-risk philosophy; one that requires time for the attachment between senior and junior people to grow and be meaningful, the other is bound to produce more failures than successes.

6. Yet the elitism seemed to pay off: not only did Perkins become the president at the age 37, but also under the leadership of young executives recruited into Jewel with the promise of opportunity for growth and advancement, Jewel managed to diversify into discount and drag chains and still remain strong in food retailing.

4. Вставьте соответствующий глагол в требуемой грамматической форме.

to relate, to occupy, to require, to develop, to conduct, to consult, to create, to influence, to affect

1. The leader_________a strong and central role in traditional management theory.

2. Leadership inevitably__________using power to influence the thoughts and actions of other people.

3. Considerable research______________to compare the traits of effective and ineffective leaders.

4. Rensis Livert____________ a leadership theory that had a continuum ranging from autocratic to participative.

5. Manager_________with employees prior to establishing decisions about the work. This____________ a climate in which employees feel relatively free to dis­cuss openly work-related matters with management.

6. The maturity level of the subordinates___________ leadership style.

7. Many situational factors _________ the supervisors leadership style.

8. Managers___________to people according to the role they play in a sequence of events or in a decision-making process.

10.THE NATURE OF ADVERTISING

Advertising may be defined as a persuasive message carried by a nonpersonal media and paid for by an identified sponsor. This definition indicates two basic parts of advertising: the message and the medium. Both work together to communicate the right ideas to the right audience.

Advertising promotes goods, services, and ideas in mass media, such as television, radio, newspapers, and magazines, to reach a large number of people at once. It serves as a substitute for a salesperson talking to an individual buyer. Advertising is a one-way communication and, unlike a salesperson, cannot receive direct feedback and immediately handle objections.

Advantages of Advertising

Advertising, as a tool of marketing, is used to increase the sale of goods or services of an organization. Public relations use advertising as a tool to help selling the policies and actions of an organization. Success in public relations affect the economic success of the organization is shown by increased public regard for the organization.

There are five basic types of public relations advertising: image-building, financial, public service, advocacy, announcement advertising

Advertising is paid and controlled by mass communication. This means that the organ­ization completely bypasses the newsroom gatekeepers and places its messages, exact­ly as written and formatted, with the medium's advertising department. Thus a pri­mary reason for using advertising as a communication tool is that control of the mes­sage remains with the sender.

Control of the Message: Gatekeepers frequently alter or truncate the news or features they receive. Sometimes the changes do little harm, but occasionally the blue pencil ruins an idea or eliminates an important point. With advertising, however, you can be sure that your message is reproduced in the exact words you choose and in the sequence you have planned.

Control of Impact: With advertising, you can make your messages as big, frequent, and powerful as you choose. The gatekeeper may think your message is worth a 4-inch space on page 9, but if you think it deserves major treatment, you can buy a whole page. The broadcast media present similar problems and opportunities.

Control of Timing: If timing is an important factor, advertising can guarantee that your message will be timely. Prompt response to a public issue, a fixed sequence of messages, continuity of communication - all can be maintained through advertising.

Disadvantages of Advertising

Although institutional advertising can be effective in getting key messages to spe­cific audiences, there are some disadvantages.

Cost: Paid space is expensive. Ads in multiple media outlets, which are necessary for mes­sage penetration, can cost thousands of dollars in the trade press and millions in the consumer press. The high cost of buying space for advertising has led many companies to shift more of their marketing communications budgets to product publicity, direct mail, and tele­marketing.

Credibility: Public relations executives are fond of saying, "Advertising raises awareness, but publicity published as news stories creates credibility". Because they are controlled messages, advertisements are generally less believable than publicity that appears in the news columns or on broadcast news shows. The pub­lic perceives that news reports have more credibility because purportedly objective journalists, who are independent of the organization, have evaluated the information on the basis of truth and accuracy. Indeed, a major value of publicity is the concept that a third party, the medium, has endorsed the information by printing or broadcasting it. Advertisements have no such third-party endorsement because anyone with enough money can place an advertise­ment, provided that it meets the acceptance standards of the medium.

Timing and Context: "Let's run an ad in the newspaper" is a frequent reaction to a crisis. This approach has one major fault. It is usually too late. This is particularly true when the crisis has already been reported by the media and the public has already developed strong opinions on the subject.

Vocabulary

advertising	рекламное дело
to define	определять
persuasive	убедительный
media	средства информации
to identify	опознавать
to indicate	указывать
medium	средство
to promote	продвигать
to reach	достигать
substitute	заменитель
salesperson	продавец
feedback	обратная связь
commercial (s)	реклама
target	цель
to benefit	извлекать выгоду
disadvantages	недостатки
viewer	зритель
challenge	вызов
creative	творческий
to grab your attention	привлекать ваше внимание
a customer	покупатель
asset	ценное качество
to announce	объявлять
to encourage	ободрять