If you want to use English in a natural way, you should note down and learn expressions like these.

From the following list choose a suitable adverb to complete each sentence. Use each adverb once only.

absolutely, satisfactorily, conveniently, specially, eventually, widely, financially

1. Our new office is ... located in the middle of the town.

2. I hope the negotiations will be concluded ... .

3. This credit card is ... accepted so I take it everywhere.

4. Make sure you're ... insured when you go to the States.

5. The accountant had to check that the company was ... sound.

6. You have been ... selected to try out our latest product.

7. I'm sure the Government's policy will ... cause a recession.

8. Get this software ... free when you buy one of our computers.

Exercise 5. Look at the following sentences:

Each price the company might charge will lead to a different level of demand.

The same price increase results in a large drop in demand.

Now complete the sentences below matching cause with effect

1. Price increases can ... to ... .

2. A sales decrease may ... in ... .

3. Doubling of the advertising budget should ... to ....

4. A gradual decline in the market sector has ... in ... .

5. A reduction in staff salaries will... to ... .

Effect: staff motivation falls, fall in demand, redundancies, sales increase, share price drop

Exercise 6. Answer the following questions.

1. Can you give an example of manufacturer's aids helping individual retailers make sales?

2. Does a neighborhood store in your hometown do any advertising? How? Would you recommend any other advertising?

3. Is advertising as important to small firms as to large ones?

4. Do you agree that good public relations can normally not be purchased? Why?

5. What is meant by saying that product styling can be an indirect sales promotion device?

Text 14. What does it take to become an ad manager?

Most advertising professionals enjoy the work they do, because the excitement of developing strategies for competing in a tough market­place, the challenge of creating breakthrough communications, and the satisfaction of seeing the final ad in print or on television offer great reward indeed. And the gratification of being involved in a glamorous end of the business world can be combined with high earnings, too - often enough, while the advertising practitioner is still quite young. Since per­sonal talent and ability are so crucial for the business of advertising, the rigid seniority system found in the industries is uncommon.

The ad manager's various roles call for a person with a high degree of advertising expertise and professionalism. Some qualities that tend to make successful ad managers are sales ability, enough sophistication to view a proposed campaign and make a skilled appraisal of its likelihood of success, sound planning and managerial skills, quantitative ability, a keen understanding of all marketing functions, and a personal flair for diplomacy. Some traits usually associated with less successful advertis­ing managers are personal insecurity, reflected in arbitrary martinet-type decision-making or even worse, a willingness to change direction with every corporate whim; and a need to claim all the credit for advertis­ing successes (though a lot of other people helped, and everyone knows it) and blame the "dumb agency" for every problem. In other words, an effective ad manager must be able to determine what kind of advertising will work for the company and know where to take a stand on it.

The survey was made to find out, among other things, what pro­fessionals really thought it takes to be successful in advertising and what advice they would give to young people seeking an advertising career. There is a prevalent feeling that the future lies not with the marketing/communications expert, well versed in all aspects of this very varied field. But the most important attributes for a successful ad man are initiative and aptitude for planning campaign strategy ... and writing courses are the best subject you can take.

EXERCISES

Exercise 1. What other qualities, knowledge, skills are necessary for an ad manager to be a success?

Exercise 2. Say whether these sentences are true or false and explain why.

1. Most advertising professionals don’t like the work they do.

2. The profession of ad manager is very boring.

3. Ad managers don’t earn much money.

4. The advertising practitioners can earn much money only when they are young.

5. The education and prestige diploma is the most important thing for an ad manager to get a good job.

6. The rigid seniority system is common in ad business.

7. The trait usually associated with less successful manager is sales ability.

8. To become a successful advertis­ing manager one should be personal insecure.

9. An ad manager must be able to determine what kind of advertising will work for the company but doesn’t care where to take a stand on it.

10. The future of the ad business lies with the marketing/communications expert.

Exercise 3. Imagine, you are a very successful ad manager. What advice would you give to a young person seeking an advertising career?

Exercise 4. The main patterns of the Passive Voice are those presented in below. Study the patterns. Make sure you are familiar with all of them and you know how to translate the sentences from English into Russian.

19. The world is ruled by the ideas of economists and political philosophers.

20. The new model of the car is not so drastically changed as to put it out of character with the previous model.

21. The production, exchange, and consumption of goods and services are discussed from the viewpoint of society's best interest.

22. In 1873, Joel Owsley Cheek was given the traditional silver dollar by his father.

23. At that time, the mass market was not only growing but would buy a wide va­riety of cars. This trend was encouraged by General Motors.

24. Some 4,5 million Model A's were built in 5 years, and even the most expen­sive version was sold for under $600.

25. Annual model changes were supported by intensive advertising campaigns.

26. The Detroit design syndrome was soon established.

27. She said, «Adam Smith will be appointed professor of economics at Glasgow University next year».

28. She said (that) Smith would be appointed professor of economics at Glasgow University the next year.

29. Please don't enter. The economics exam is being taken by the students at the moment.

30. He was being shown a new office when she came.

31. Millions of cars have been produced by General Motors this year.

32. His new business has much been spoken about lately.

33. The specialists have just been sent for.

34. By the 1960s, heavy industries, including steel manufacture and shipbuilding, had been replaced by high-technology manufacturing industries.

35. By next year, over half the new jobs in Britain will have been created by firms employing fewer than 100 staff.

36. She added (that) by the next year, over half the new jobs in Britain would have been created by firms employing fewer than 100 staff.

Exercise 5. Open the brackets; use the correct form of the verb. Wherever necessary, change the word order.

1. The Economist (to publish) in Lon­don.

2. Britain is not as developed as some of the industrial countries. It (to over­take) economically by the United States and Germany.

3. The latest issue of the newspaper (to edit) at the moment.

4. By the end of Queen Victoria's reign, new industries (to develop), new fac­tories (to build).

5. The Wall Street Journal generally (to regard) as one of the world's out­standing business journals.

6. Wars usually (to follow) by a period of severe hardship.

7. She remarked that some state-owned facilities such as Water and Gas (to hand over) to voters by the end of the following month.

8. In the middle of the 19th century, food, fuel and raw materials such as cotton (to import) in large quantities and (to pay for) with finished goods manufac­tured in Britain.

9. The magazine's articles primarily (to direct) toward business executives and investors, but it (to read) widely by others, including Cabinet mem­bers of most governments.

10. Some agriculturists envision a future where weather (to make) to order and millions of identical cattle (to pro­duce) as clones from a single superior «parent».

11. In the second half of the 18th century, industry (to transform) from hand-work at home to machine-work in factories.

12. Look! Mary (to introduce) to the new boss.

13. By the time he arrived, the new project (to discuss) for about two hours.

14. Why didn't you come to the party yesterday? — I couldn't. At that very time my car (to repair).

15. He said that he (to offer) a new job by one of the managers of the firm three days before.

16. BP (to involve) in oil and gas explora­tion, oil refining and the manufacture of petrochemical products.

At that time, increase in demand for products (to make) possible by a se­ries of inventions such as the steam-engine.