6.1 Read and translate the text:

As we saw in the Factory Extension Meeting, Harper & Grant is a growing

company. A growing firm needs to advertise. Up till now, the Sales

Manager, John Martin, has dealt with the advertising. He employs an

Advertising Agency to design the advertisements and place, or put, them

in certain newspapers or magazines. An Advertising Agency is an

organisation which undertakes to handle advertising on behalf of the

advertiser. It employs artists, copywriters, etc., who are specialists

in the field. Its staff are also specialists in buying space in

newspapers, or time on radio and television. They are usually able,

therefore, to do a far more professional job than the advertising

manager who belongs to a firm and who therefore has a limited

experience. However, many firms now employ an advertising manager as

well to liaise with the agency.

At Harper & Grant, John Martin is now too busy on the sales side to be

able to handle the work involved. He needs an expert to supervise an

advertising campaign, check proofs, make sure that the agency use the

media which best suit the company's interests. The media (singular:

medium) are the various means by which one may advertise, for example in

newspapers, magazines, on television, and on hoardings, that is, large

display boards, etc.

John Martin also cannot cope with the increasing public relations work.

This side of the business involves contacts with the public at large

through newspapers, magazines and television, giving editors correct

information about the company and its products when such information is

needed.

Mr. Grant has agreed that they should appoint a new advertising manager,

who will relieve John Martin of this work but still be ultimately

responsible to him for advertising. In fact, the new department will be

a branch of his Sales Department. However, Mr. Grant is very interested

in public relations and insists that the new "ad man" will be

responsible to him for this side of the job.

An advertisement has been inserted, put in, in the "situations vacant"

column of several appropriate newspapers, giving details of the new

appointment and inviting applications for the job.

John Martin has the work of going through the written applications and

deciding which of the applicants have the right qualifications for the

post. He will then interview the selected applicants from his short

list and send his candidate, or candidates, to Mr. Grant for the final

interview.

6.2 Listen to the dialogue.

(In John Martins office)

JOHN MARTIN O.K., Sally. I'm ready to see the applicants for the new

job. Let's have the first one in. Who is it?

SALLY It's a Mr. Windsmore.

JOHN Ask him to come in, will you?

SALLY Mr. Windsmore.

JOHN Ah, how do you do, Mr. Windsmore.

WINDSMORE How do you do.

JOHN Do sit down.

WINDSMORE Thank you.

JOHN Now, let me explain the job. We plan to increase our

advertising quite considerably. At the present moment a firm

of advertising agents handles our account, but we haven't

been too pleased with results lately and we may give our

account to another agency.

WINDSMORE What would my work entail?

JOHN You'd be responsible to me for all advertising and to Mr.

Grant for public relations. You would brief the agency,

whoever it is, on the kind of advertising campaign we want.

You would also be responsible for getting our leaflets,

brochures and catalogues designed.

WINDSMORE I presume you advertise in the national Press as well as the

trade Press?

JOHN Yes, we do.

WINDSMORE Have you thought about advertising on television?

JOHN We don't think it's a suitable medium for us. And it's much

too expensive.

WINDSMORE I can just imagine a scene with a typist sitting on an old-

fashioned typing chair, her back aching, exhausted... then

we show her in one of your chairs, her back properly

supported, feeling full of energy, typing twice as

quickly...

JOHN Before you get carried away with your little scene, Mr.

Windsmore, I regret to have to tell you again that we are

not planning to go into television.

WINDSMORE That's a shame! I've been doing a lot of television work

lately and it interests me enormously.

JOHN Then I really don't think that this is quite the right job

for you here, Mr. Windsmore...

(Mr. Windsmore has gone)

JOHN Sally, who's next?

SALLY There are two more. The rest are coming tomorrow. Er... one

is a woman.

JOHN What! Really? There weren't any women applicants.

SALLY Yes. It's J.P.Harvey. The "J" is for Joanna.

JOHN Miss or Mrs.?

SALLY Miss.

JOHN Where's her letter of application? I can't find it. Has she

had any experience? I wonder why I picked her out for an

interview?

SALLY Here's her letter.

JOHN Thanks. Yes, she signs the letter J.P.Harvey. H'm, let's see.

Did I make a mistake? I can't think a woman would be likely

to have the right qualifications...

SALLY Why not, Mr. Martin? The letter says that she's been an

account executive for a year...

JOHN Oh, yes. Well, well! What's she like, Sally?

SALLY I'll show her in, Mr. Martin, and then you can decide.

(The interview has started)

JOHN How did you begin in advertising, Miss Harvey?

JOANNA I joined a training scheme run by the Palmer & Vincent

HARVEY Agency and stayed with them for a year.

JOHN That was before you moved to your present agency?

JOANNA That's right. And I've worked with them for the past three

years. Last year I became an account executive.

JOHN What exactly is your work at the moment?

JOANNA Well, I handle quite a number of accounts. I plan the

advertising campaign, coordinate the work of the visualizer,

the copywriter, artists and typographers. I discuss the

layout with the clients, check proofs and, sometimes, have

to do the work of the specialists when there's a crisis, as

there usually is!

JOHN You seem to have had the right kind of experience. I think

you'd do the work well, but... well, all the executives are

men and... er...

JOANNA And I always thought industry was so go-ahead and modern!

JOHN I don't mind telling you you're quite high on my list but...

JOANNA But you'd prefer a man?

JOHN No. I was going to say... If only I can convince our Managing

Director. I'll do my best.

(Later)

PETER WILES I don't believe it, John! You mean the old man's really

appointed the girl? Fantastic! How did you manage to

persuade him?

JOHN I didn't, Peter. She persuaded him herself. He saw the two

best candidates, and the girl got the job.

PETER Splendid! I can't wait to meet her. I say, this firm is

looking up!

6.3 Answer the questions:

1. What is someone called who applies for a job?

2. An employer may select a small group of people from the total

number who want the job he is offering. What is this group of names

called?

3. If you answer an advertisement for a job, what sort of letter do

you write?

4. Who usually looks after advertising in a firm?

5. What organisation would he or she deal with if the firm did a

lot of advertising?

6. In this organisation, what is the name of the person he would

deal with?

7. Also in this organisation, who looks after:

a) writing the words of an advertisement?

b) the choice of lettering or type?

8. What will a printer ask you to check before he starts to print

the material in large numbers?

6.4 Find definitions for the terms:

public relations, copywriter, layout, visualizer, advertise, leaflet,

advertising campaign, account executive, applicant

a. to make known the goods or services you provide

b. the whole plan of advertising for a particular product, usually

planned a year in advance

c. someone who writes the words, or copy, for an advertisement

d. everything which concerns the contact a firm makes with the general

public or with individuals who may promote their business in some way

e. someone who applies for something, usually a job

f. a single sheet of paper, or a few sheets loosely bound together,

usually advertising something or giving information

g. a person in an advertising agency who looks after the affairs of one

particular firm or client

h. someone whose job is to invent or visualize an idea for a good

advertisement

i. the arrangement of material in an advertisement, i.e. where the

photograph, or drawing, is put in relation to the words

6.5 Fill in gaps in the sentences:

1. A growing firm needs to ... . Up till now, the Sales Manager, John

Martin, has dealt with the ... . 2. He employs an Advertising Agency to

design the ... and place, or put, them in certain newspapers or

magazines. 3. An Advertising Agency handles advertising on ... ... the

advertiser. 4. Many firms now employ an advertising manager to ... with

the agency. 5. John Martin is too busy on the sales ... to be able to

handle the work involved. 6. He needs an expert to supervise an

advertising ..., check ..., make sure that the agency use the ... which

best suit the company's interests. 7. The firm will ... a new

advertising manager, who will relieve John Martin of this work but still

be ultimately responsible ... him ... advertising. 8. The new department

will be a ... of the Sales Department. 9. John Martin will interview the

selected applicants from his ... list. 10. At the present moment a firm

of advertising agents handles our ... . 11. You would ... the agency on

the kind of advertising campaign we want. 12. Joanna's letter says that

she has been an account ... for a year.

6.6 Complete the text with the given words.

conflicts, advertisements, consumption, brands, advertise, data,

advertising

The tobacco industry has today hit back at the Department of Health

about cigarette ... . They have issued a report arguing that cigarette

... do not encourage people to smoke more, and that they only encourage

people to switch ... . The report is based on ... collected from more

than 90 countries around the world. It ... with figures issued by the

Department of Health last month, which suggested that banning

advertisements would result in a drop in ... . A spokesman for the

tobacco industry said "If a product is legally available, then it should

be legal to ... it."

6.7 Here is the job advertisement which John Martin inserted in several

newspapers:

------------------------------------------------------------------------

ADVERTISING AND PUBLIC RELATIONS MANAGER required by expanding company

manufacturing office furniture and equipment. Applicants should have

agency experience and be able to coordinate all aspects of publicity,

from design to production. Write giving details of previous experience,

salary, etc., to Box 9081.

------------------------------------------------------------------------

Joanna Harvey read the advertisement and wrote a letter applying

for the job. The following is her letter of application. Complete it

with the given words:

salary, account executive, trainee, apply, opportunity, assistant

account executive, interview, advertised

------------------------------------------------------------------------

16 Oakleaf Avenue,

London, N.W.22.

2nd October, 197..

Dear Sirs,

I should like to ... for the position of Advertising and Public

Relations Manager which you ... this morning. I am 27 years old and I

graduated from Leeds University with an honours degree in English.

Before going to University, I spent a year in Spain studying Spanish. I

taught for six months at a language school in Madrid.

I spent one year as a ... in advertising with the Palmer & Vincent

Agency.

For the past three years I have been with the agency Thrust,

William & Knox. I was an ... for the first two years and have been an

... for the past year. My present ... is 2,000 pounds a year.

I should very much like the ... to work in industry and I hope you

will feel able to give me an ... .

Yours faithfully,

J.P.HARVEY.

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