4. Replace the words and phrases 1-8 with the following military expressions: surprise attack, territory, casualties, surrender, are outgunned, key strongholds, campaign, rage on.

5. Supermarket strategies

Marketing people and advertisers are experts at making people aware of products, but persuading people to buy them is a different skill. Here are some of the ways that supermarkets persuade their customers to buy the products on their shelves.

Read the article and talk about these questions.

1. Which of these sales strategies have you noticed at supermarkets in your country?

2. Do you think that these strategies are effective, or are they irritating?

3. Do you think that any of these sales strategies are unethical?

Don’t be deceived. Shopping at a large modern supermarket might seem a fairly simple experience, but the reality is very different.

A typical large supermarket offers around 17.000 to 20. 000 items for sale and it wants to make sure that its customers see as many of them as possible. That's why you’ll normally find essential goods like bread, vegetables and meat in completely different parts of the store. Products with a high profit margin are always placed on shelves within easy reach of the customer, while lower margin items, like sugar or flour, are on the top or bottom shelves.

Many people make shopping lists before they visit supermarkets, but even so around 60% of all supermarket purchases are the result of decisions that are taken in the store. For this reason, supermarkets try to tempt their customers by placing certain kinds of products next to each other. In the UK, beer will often be found next to baby's nappies, because research shows that fathers of young children buy nappies on their way home from work and will buy beer at the same time. Research has also shown that this kind of 'impulse buy' happens much more frequently when no sales assistants are nearby - which is why there are often not many assistants available to help customers with purchases.

In fact, supermarkets have made selling such a fine art that their customers often lose all sense of time. When interviewed, customers will normally guess that they have only spent half an hour in the supermarket, even when they have been there for well over forty-five minutes. But that shouldn't be too surprising. Any really profitable supermarket knows that it should keep its clocks well hidden.

VI. Advertising. Companies advertisements appeal to different groups of people:

- young professionals with a high income;

- couples with a double income and no kids;

- people who work with their hands;

- people who are of a different race from the majority of people in a country;

- people who are concerned about the environment.

The advertising and the image of some companies are famous in nearly every country. The style of each advertisement can be described best with the following adjectives: political, masculine, feminine, business-to- business, luxurious, caring, humorous, tough, simple.

VII. Advertising vocabulary. Read the clues and write the words in the spaces provided. Use the dictionary definitions below if necessary. Clues

1. We’re sending out some promotional literature to try to boost sales.

2. M This is company ________.

3. British Telecom will ___________the football team if the players all wear BT on their shirts.

4. They’ve launched an advertising ________ intended to persuade the public that it’s an up-market product.

5. Marlboro is famous _________ of cigarettes.

6. We’ve decided to __________ the new model at the Paris trade fair in the autumn.