- •Reading Tasks
- •Understanding main points.
- •Understanding details. Mark true (t) and false (f) statements according to the text.
- •Vocabulary Tasks.
- •Suggest the Russian equivalents.
- •Individual efforts fell short of success, only limited goals could be attained,
- •Fill in the gaps with the words and expressions from the text.
- •Match each term with the definition.
- •Act as an interpreter for Parts a and b.
- •Translate into English.
- •Vocabulary Notes
- •Reading Tasks
- •Understanding main points.
- •Understanding details. True/false statements.
- •Applying for a Job
- •Vocabulary Tasks
- •Suggest the Russian equivalents.
- •Complete the sentences, using the text.
- •Translate into English.
- •Over to you
- •Unit II Section a
- •International Trade
- •Vocabulary Notes
- •Reading Tasks.
- •1. Understanding main points:
- •2. Understanding details.
- •International Trade
- •Vocabulary Tasks
- •1. Suggest the Russian equivalents.
- •2. Fill in the gaps with the words and expressions from the text.
- •4. Act as an interpreter for parts a and b:
- •5. Fill in the gaps with the appropriate prepositions and word combinations (on, such as, of, in to, from, by, during, for, with, due to, both, though).
- •6. Translate the following into English.
- •Vocabulary Notes
- •Reading Tasks
- •Understanding main points.
- •Understanding details. Mark True (t) and False (f) statements according to the text.
- •How to Write Business Letters
- •Complete the sentences, using the text.
- •Vocabulary Tasks
- •Suggest the Russian equivalents.
- •Translate the following into English.
- •Over to you: Extra Writing Tasks
- •1. This letter was written after a half year review. Put the sentences forming the body of the letter in the right sequence.
- •2. Read the following information and complete the task. Write about 100-200 words.
- •Unit III Section a Marketing
- •Vocabulary Notes
- •Reading Tasks.
- •1. Understanding main points:
- •2. Understanding details. Mark True (t) and False (f) statements according to the text.
- •Brand Names
- •Vocabulary Tasks
- •1. Suggest the Russian equivalents.
- •2. Fill in the gaps with the words and expressions from the text.
- •4. Act as an interpreter for parts a and b:
- •5. Render in English.
- •Over to you:
- •Section b Advertising
- •Vocabulary Notes
- •Reading Tasks
- •Understanding main points. Answer the questions:
- •Understanding details. Mark True (t) and False (f) statements according to the text.
- •Vocabulary Tasks
- •S uggest the Russian equivalents.
- •Fill in the gaps:
- •Translate the following in Russian.
- •Over to you:
- •Vocabulary Notes
- •1. Understanding main points:
- •2. Understanding details.
- •Vocabulary Tasks
- •1. Suggest the Russian equivalents.
- •2. Fill in the gaps with the words and expressions from the text.
- •Writing Tasks
- •1. Translate the following into English.
- •Over to you:
- •1. Which would you prefer to work for?
- •2. Do you think your response to question 1 is a typical one? Who would you rather work for?
- •Unit IV Section b Crossculture communication
- •Vocabulary Notes
- •Reading Tasks.
- •1. Understanding main points:
- •2. Understanding details.
- •Vocabulary Tasks
- •1. Read the words and find the odd-one-out.
- •2. Complete each sentence with a phrase from the text.
- •Vocabulary Notes
- •Reading Tasks.
- •1. Understanding main points:
- •2. Understanding details. Mark True (t) and False (f) statements according to the text.
- •Vocabulary Tasks
- •1. Fill in the gaps with the words given below.
- •2. Make sentences using all these words:
- •3. Read 5 questions and match them with the correct answers.
- •4. Match each term with the definition.
- •Over to you:
- •Supply the missing questions for the part of a. Act out the dialogue with a partner.
- •Say which of the following accounts you would prefer and give your reasons:
- •Speak about the new banking services when have been introduced for the last decade. Give examples. Unit II
- •International Financial Institutions
- •Vocabulary Notes
- •Reading Tasks.
- •1. Understanding main points:
- •2. Understanding details. Mark True (t) and False (f) statements according to the text.
- •The World Bank
- •Vocabulary Tasks
- •1. Suggest the Russian equivalents.
- •2. Fill in the gaps with the words and expressions from the text.
- •3. Render in English.
- •Over to you:
- •Vocabulary Notes
- •Reading Tasks.
- •1. Understanding main points:
- •2. Understanding details. Mark True (t) and False (f) statements according to the text.
- •Vocabulary Tasks
- •1. Suggest the Russian equivalents.
- •2. Fill in the gaps with the words and expressions from the text.
- •3. Match each term with the definition.
- •4. Act as an interpreter for parts a and b:
- •5. Render in English.
- •Over to you:
Section b Advertising
Vocabulary Notes
an intrusion – вторжение
to confront – сталкивать, стоять лицом к лицу
an appeal – призыв
unrelated products – не относящиеся к делу товары
to ensure interest – обеспечивать интерес
to be turned off – зд. быть исключенным
a drawback – недостаток
Reading Tasks
Understanding main points. Answer the questions:
Why are advertisers made to look for innovative ways to attract consumers?
What are the differences between traditional and modern advertising?
What are the advantages of a so-called “direct appeal”?
Do global companies tend to experiment with their ads?
Is it possible to imagine the future of the world without advertising?
Understanding details. Mark True (t) and False (f) statements according to the text.
Consumers in general are disinterested in advertising.
The new methods of advertising are more expensive than the traditional ones.
TV commercials are a good way to reach a precise target.
Environmentalists are opposed to marketing in space.
Some food products carry stickers advertising other types of goods.
Text
Today advertisers are having to find innovative ways to attract the attention of increasingly disinterested consumers. Research has shown that although some people consider advertising to be an intrusion into their private lives others, particularly the younger generation, actually enjoy being the target of commercial messages and the more surprising they are the better.
Traditionally advertising has relied on such media as television and magazines to appeal to a broad audience with no guarantee of reaching its target. With increasing competition and more sophisticated market data, companies are now trying to find ways of directly confronting only the specific groups of consumers that interest them.
This has led to an increase in point-of-sale and outdoor advertising which is now taking some new and unexpected forms. For instance, in some supermarkets, food products, such as fruit, carry small stickers advertising totally unrelated products. Similarly, floors in shops, schools and stations have become just another surface on which to place a message – the idea being that you can’t get much closer to the customer than under his or her feet.
Visitors to new cities who rent cars are often surprised when they switch on the cassette player to hear commercials for shops, restaurants and interesting places to visit. Cash distributors with talking ads are not uncommon in the US and screens and speakers at petrol pumps, advertising products you can find in neighboring shops have proven to be very successful in some American cities.
Direct appeal, like this, doesn’t only make good marketing sense but it often works out to be less expensive too. Global companies who continue to use the costly broadcast media are also beginning to experiment with ways to guarantee consumer attention by running original and sometimes even shocking adverts where you would normally least expect them. Hardly surprising when you know that the average person will spend several minutes reading your advert every time they go to the buthroom. But it is risky business and these kinds of ads can sometimes backfire. While interest is ensured, the drawback is that some people will be turned off.
So where will it all end? So far, environmentalist groups have managed to stop the promoters of ‘space marketing’ but one US company still has plans to send giant billboards into orbit that will be big enough for the whole world to see. Get ready for the advertising future where, wherever you look, up or down, someone will be trying to get you to part with your money.