- •Part III text 1. History of economics
- •Text 2. Money
- •American money
- •English money.
- •Text 3. The functions of money
- •Text 4. The role of banks in theory
- •Text 5. Central bank
- •Text 6. Finance
- •Text 7. Recruitment
- •Finance Analyst
- •Text 8. Job specification
- •Text 9. People in organization
- •Insert the correct verb.
- •Text 10. Behaviour patterns
- •Text 11. Dismissal procedure
- •Text 12. The company structure The Company Organization
- •Text 13. Board of directors
- •Text 14. What you need to become a successful leader
- •In both these examples a modal verb is used to express mild obligation or advice. What do the following verbs express?
- •Text 15. How to motivate your employees
- •Text 16. Meetings
- •Part IV text 1. Advertising in early western history
- •Text 2. Advertising
- •Text 3. Advertising and promotion
- •Text 4. Major methods of advertising and promotion How to Write Ads?
- •What Should You Write in Your Ads?
- •Major Methods of Advertising
- •An Example of the Definitions
- •Text 5. Adventages and disadventages of different advertising medium
- •Newspaper Advertising
- •Some Advantages in Newspaper Advertising
- •Some Disadvantages with Newspaper Advertising
- •Magazine Advertising
- •Direct Mail
- •Specialty Advertising
- •Conclusion
- •Text 6. Public relations and advertising
- •The Advertising Pyramid: a Guide to Setting Objectives
- •Text 8. Controvercial advertising
- •Text 9. The right design is the shortest way to success
- •Text 10. Does advertising make us too materialistic?
- •Text 11. Commercials aimed at kids
- •Text 12. Consumer behaviour from the advertising perspective
- •1. Explain, in your own words, why advertising people must understand the complexity of human behaviour.
- •2. What three processes is consumer behaviour governed by?
- •3. Explain your understanding of perception, learning and motivation.
- •Text 13. Advertising as a business
- •If you want to use English in a natural way, you should note down and learn expressions like these.
- •Text 14. What does it take to become an ad manager?
- •Text 15. Advertising as a career in the usa
- •Рекомендуемая литература
Text 15. Advertising as a career in the usa
Advertising is any paid form of presentation and promotion of products, services, or ideas by an identifiable individual or organization. It flourishes mainly in free-market, profit-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living. Advertising cannot turn a poor product or service into a good one, but what it can do — and does — is to create an awareness about both old and new products and services. So the three main objectives of advertising are: (1) to produce knowledge about the product or service; (2) to create preference for it; and (3) to stimulate thought and action about it.
Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services. In the opinion of American specialists, at most, only 35 colleges and universities in the USA have effective courses in advertising education. Fewer than 10 offer any truly significant amount of graduate work in advertising. However, advertising draws people from a variety of educational backgrounds.
Advertisers. Most companies that advertise extensively have advertising managers, or brand managers. Since these people help to coordinate the company's advertising program with its sales program and with the company's advertising agency, they must have aptitudes for both advertising and management.
Media. All media uses salesmen to sell advertising space or broadcasting time. Media salesmen must be knowledgeable about business and skilled in salesmanship.
Advertising Agencies. A variety of specialists are required in an advertising agency because it develops advertising programs, prepares advertisements, and places them in the media. Those interested in advertising research and fact gathering should know both statistics and consumer psychology. Competence in media planning and evaluation is essential for a career in media. The media buyer must identity and determine the most effective media in which to expose the advertising messages, and purchase space or time in these media.
Copywriting requires creative writing skills and the ability to visualize ideas. The copywriter is a developer of advertising ideas and messages.
Layout, typography, and visualization are essential for those in art, both for print advertising and for television commercials. Print-production Specialists must know about printing, photoengraving, and typography.
Experience in "show business", dramatics, photography, music, playwriting, and allied fields are excellent backgrounds for the television producer.
Also, every agency needs the account executive to be a mediator between an advertiser and an agency who should have background in accounting and managerial skills.
Supplies and Special Services.
Positions similar to some of those already described are offered by the following services that support advertising: marketing research organizations, television and radio producers, film producers, art studios, photographers, producers of display materials, typographers, photoengravers, and product and package designers.
Job Prospects. More than 0.1 % of the U.S. population work in advertising, but their numbers are expected to grow rapidly. Opportunities for rapid advancement are generally greater in advertising than in most other industries. How rapidly a person moves up in responsibilities and pay is based largely on his own efforts, more than on age or length of employment. For women, opportunities in advertising — at least in advertising agencies and in retailing — tend to be greater than in most other business enterprises.
EXERCISES
Exercise 1. Ask ten questions on the text.
Exercise 2. Say whether these sentences are true or false and explain why.
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Advertising is a free form of promotion of products.
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Advertising is the most important factors in accelerating the distribution of products.
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Advertising can turn a poor product or service into a good one.
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Advertising can persuade people that the poor product is good.
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According to the author of the text, one of the main objectives of advertising is to deceive people.
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Nowadays most companies don’t have brand managers.
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In the USA it’s easy to find a good college to get an advertising education.
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There are more then 100 colleges and universities in the USA that have effective courses in advertising education.
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Copywriting doesn’t require creative writing skills.
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More than 20 % of the U.S. population work in advertising.
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Their number of people working in advertising is decreasing rapidly.
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Opportunities for rapid advancement are generally smaller in advertising than in other industries.
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For women, opportunities in advertising are not greater than in other business enterprises.
Exercise 3. Match the word from the line with its definition.
Individual, great, significant, effective, rapid, creative, free-market, special,.
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an economic system in which prices are not controlled by the government
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successful, and working in the way that was intended
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having an important effect or influence
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happening or done very quickly and in a very short time
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very large in amount or degree
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not ordinary or usual, but different in some way and often better or more important
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involving the use of imagination to produce new ideas or things
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considered separately from other people or things in the same group
Exercise 4.
A. The word “poor” has a lot of meanings. Match the sentences and the explanations.
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having very little money and not many possessions
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not as good as it could be or should be
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not made of good materials
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used to show sympathy for someone because they are so unlucky, unhappy etc. (spoken)
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not good at doing something
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someone whose health is poor
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lacking something that is needed
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the act of finishing a race, competition etc a long way behind the person ahead of you
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used to say that someone is like a very famous performer, writer etc but is not as good as they are
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used to say that something can be used for the same purpose as something else, and is much cheaper
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Her hearing is poor, so speak fairly loudly.
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Many of the families are desperately poor.
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Her family were so poor they couldn't afford to buy her new clothes.
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The jacket was of very poor quality.
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You poor thing, you've had a hard time of it, haven't you?
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He's poor at sports.
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The soil in this area is very poor.
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My parents are both in rather poor health.
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The country is poor in natural resources.
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Poor kid, he's had a rough day.
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Herring is the poor man's salmon.
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McLean won easily, and Benson was a poor second.
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The Socialists came a poor second with 26.5% of the vote.
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He was the poor man's Elvis Presley.
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The builders did a really poor job of fixing our roof.
B. In what meaning is “poor” used in the text?
Exercise 5. Insert the correct preposition where needed.
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This is one … my favourite books.
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Careers … advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services.
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They spend equal amounts … time in California and New York.
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I can't see you … this week.
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She's very skilled … dealing with the public.
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The lake has more than 20 varieties … fish.
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I've always been interested … music.
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Students will gain competence … a wide range of skills.
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Can I offer you something … drink?
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My sister has always wanted to work … advertising.
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This is an ideal opportunity … save money on a holiday to Crete.
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Games and songs provide the perfect opportunity … classroom interaction and language development.
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There are fewer opportunities … new graduates this year.