Now complete the sentences matching the beginning of the sentence with one of the ending.

1. The general goal of advertising is _________.	a. both the eye and the ear
2. The function of advertising is _________.	b. geographic selectivity
3. A particular advantage of magazines is _________.	c. to inform and influence people’s behavior
4. Magazines also offer a high degree of ________.	d. magazines, TV and billboard advertising
5. Most magazines are printed on _________.	e. geographically
6. Direct mail offers particular advantage to _________.	f. impact
7. Television offers the great advantage of appealing through _________.	g. good paper
8. As millions of people are viewing a program and its commercial at one time television offers tremendous _________.	h. smaller firms
9. The automobile manufacturers use _________.	i. to increase sales
10. Radio advertising is cost-effective and very flexible _________.	j. their selective readership

Read the article, and say what methods of advertising are mentioned, and which of them is more effective among young people in Britain.

Young people ‘no longer believe TV ads’

Young people do not believe television advertisements any more and are more likely to find an internet chat room credible, according to the woman who controls the largest marketing budget in the country.

A generation gap has opened up between parents, who still regard TV as the most important medium, and people under 25, said Raisin Donnelly, who, as marketing director of Procter & Gamble, spends more than £100m each year marketing products such as Pringles, Pantene and Crest.

‘When TV was first introduced it was worshipped. It came into the home and it was the new medium. People would go to [other people’s] houses to watch it,’Ms. Donnelly said.

‘Today’s generation has always had TV and is much more media resistant. Research shows that younger people are more likely to believe a stranger in an internet chat room than a TV advertisement,’ she said. TV advertising was still important to P&G, but it was increasingly focused on magazines, radio, the internet and ‘word of mouth’ advertising, where consumers tell people directly that they use a product.

The company’s observations are based on extensive research and will sound alarm bells for TV stations, whose future fortunes are dependent on TV advertising.

And it means that the likes of P&G will probably spend more and more on winning celebrity endorsements.

Word of mouth is so important to the company that it regards it as a separate advertising medium.

The rise of weekly gossip magazines has been very important to P&G because it has allowed the company to use celebrities to talk about the products they use, whether make-up, hair-care or household products.

Answer the questions.

1. Why has the effectiveness of TV advertisements changed recently?

2. What does the effectiveness of an advertisement depend on?

3. Do you think the situation is the same in our country? Why?

Choose a product from the list, plan an advertising campaign and present it, explaining and supporting your ideas.

ü a new dictionary

ü a magazine

ü a new modern pen

ü old-fashioned trainers

ü Your own ideas.

Useful tips

ü look through the unit

ü take into consideration the most important aspects of an advertising campaign

ü decide on the steps you need and write a plan

ü work on every item of the plan

ü to present your ideas, make them visual (use pictures, models if possible)

UNIT 9. ROLE – PLAY “CONCLUDING THE CONTRUCT”.

На заключительном этапе работы можно проводить уроки практического применения студентами знаний, умений и навыков в форме ролевой игры. Мы считаем, что лучше всего использовать частично управляемые ролевые игры, при подготовке к которым общее описание сюжета и содержание ролей определяются студентами под руководством преподавателя. В данном пособии, учитывая возрастающий интерес молодых людей к бизнесу и внешнеэкономической деятельности, описывается подготовка сценария и возможный вариант ролевой игры “Заключение контракта”, которую можно провести на занятии. На подготовку сценария и определение содержания ролей затрачено 2 академических часа (по нашим приблизительным расчетам), ролевая игра “Заключение контракта” продолжается 1 академический час.

Тема “Заключение контракта” содержит разделы “Деловая переписка”, “Реклама”, “Предварительное обсуждение”, “Исполнение контракта”. Предполагается, что в работе над темой студенты изучили как тексты, характеризующие данные этапы, так и образцы контракта (предмет контракта, сроки и условия доставки, поставки и платежи), писем-запросов, предложений, претензий; познакомились с образцами диалогов “Предварительное обсуждение контракта”, “Исполнение контракта”, видоизменили их в соответствии со своими желаниями и способностями и драматизировали. Такой большой и сложный материал требует обобщения, моделирования реальной действительности при заключении контракта: от первого знакомства с предлагаемым продуктом из каких-либо рекламных материалов до подписания контракта и его исполнения. Объектом купли-продажи выбраны плюшевые медвежата.

Для разработки сценария и определения содержания ролей, должно быть размножено приведенное ниже рекламное письмо (Table 1), чтобы его экземпляр имелся у каждого студента, и подготовлены две таблицы, которые могут быть помещены на классной доске (Table 2, Table 3).

В начале урока преподаватель обращается к студентам со следующими словами:

We have studied such themes as “Business Correspondence”, “Advertising”, “Preliminary Discussion”, “Performing the Contract” and now we are going to practice the role-play “Concluding the Contract”. In our role-play you’ll take the parts of different characters, for example, President of the company, Manager, Secretary, etc. Before we start our role-play, we have to determine the situation. This letter will help us to do this. Let’s read it and then we’ll determine the situation and describe the roles.

Table 1.

Super Toys, Chesterfield Road, NEWTOWN Tel. No:2567 591048 Fax No:2567 651087 21 November 2005 Purchase Manager Toy Hamper 45 Church Street NEWTOWN NE4 9LP Dear Ms… TIMOTHY TEDDY BEAR We are writing to tell you about our brand-new product which, we think, will revolutionize the teddy bear world. TIMOTHY TEDDY BEAR stands a full30 cm high and is made of dark brown plush fur. It talks, crawls and even clings to people. It operates via 4 AA rechargeable batteries. TIMOTHY TEDDY BEAR will normally be $9.99 retail each, but for a limited time only we are offering you supplies at $7.50. Why not try 20 or even 30 at this very special price? We know you will be pleased to hear that one of our representatives will call on you within the next few days to show you TIMOTHY TEDDY BEAR in person. We are sure that you will be as impressed as we are with this exciting new product. Yours sincerely, Sales Manager

Прочитав письмо, студенты отвечают на вопросы, самостоятельно или под руководством преподавателя заполняя второй и третий столбики следующей таблицы.

Answer the questions and try to prepare a plan of the following role-play (Table 2).

Table 2

Question	Company No 1	Company No 2
What is the name of the company that has written the letter?	Super Toys
What does the company produce?	Toys
Where is it situated?	Newtown
What is the name of the company the letter is addressed to?		Toy Hamper
What kind of company is it?		Supermarket
Where is it situated?		Newtown
What product do Super toys offer?	Timothy Teddy Bears
Will Toy Hamper be interested in buying this product?		Toy Hamper will be interested in buying toys.
What does the product promotion in the market start with?	Advertising campaign
What media of advertising can be used for promoting this product?	Newspapers, magazines, TV
What department pro-motes the product?	Advertising department
What does the company interested in buying the product do when it receives an advertising letter?		It sends an enquiry.
Having received an enquiry, does the company write an offer?	Yes, it does.
What business matters do the presidents of the companies discuss during the preliminary discussion and signing of the contract?	Terms and conditions of shipment, payment and delivery
Who discusses terms and conditions of shipment, payment and delivery and signs the contract?	President	Director
How do they sell the product?		Selling at the supermarket

Используя второй и третий столбики таблицы, составляется план предстоящей игры:

1. Representations of the companies.
2. Advertising campaign: TV advertisement, advertisement for the newspaper, advertising letters.
3. Enquiry and offer.
4. Preliminary discussion.
5. Signing the contract.

После этого определяем сотрудников каждой компании.

The people involved in the role-play are:

Super Toys: President of the company, Advertising Manager, employees of the Advertising department, Secretary, Sales Manager.

Toy Hamper: Director, Secretary, Shop-Assistant, Purchase Manager.

Затем следует описание ролей.

What must these characters do? Let’s fill in the table (Table 3).

Table 3.

Position	Duties
President ofSuper Toys	tell about the company, give an order to the Advertising Manager about advertising a new toy and conditions of the contract, sign the contract
Advertising Manager	organize the advertising campaign: a TV commercial, an advertisement in the newspaper
Employees of the Advertising department	prepare and act out a TV commercial, write the text for the newspaper and to draw a picture
Secretary	make an appointment for the preliminary discussion of the new contract, prepare an offer
Sales Manager	settle the problems arising during the contract performance
Director of Toy Hamper	tell about the supermarket, discuss terms and conditions of the contract, sign the contract
Secretary	make an appointment for the preliminary discussion of the new contract, prepare an enquiry
Shop-Assistant	sell the toys at the department store
Purchase Manager	settle the problems arising during the contract performance

Кроме ролей, обозначенных в таблице, имеются роли редактора газеты и президента телевизионной компании. Эти персонажи должны определить условия и цены на размещение рекламы в газете и на телевидении соответственно.

You have to imagine that you are one of the characters in the situation. Look at the list on the blackboard and decide who you are going to be. You must understand who you are, what you are going to do and to say. Think of suitable questions and remember that you may be asked about things you do not have in your role description. Work out in detail how you will lay the scene and make sure you all agree. If necessary, we’ll rehearse the situation.

После того как составлен план ролевой игры, определены главные действующие лица и дано описание ролей, создаются рабочие группы, включающие студентов разного уровня обученности. Исполнить роли президента компании и директора супермаркета следует предложить более сильным студентам, хорошо владеющим как приемами подготовки высказываний, так и технологией группового взаимодействия. Они будут осуществлять организаторские и консультативные функции. Начинается работа по реализации плана игры.

Студенты коллективно или индивидуально на основе изученных образцов писем, диалогов, текстов отбирают речевой материал для своей роли, консультационную помощь оказывают лидеры каждой группы и преподаватель.

При необходимости или по желанию студентов игру можно прорепетировать.

Для проведения игры можно сдвинуть по 2 рабочих стола для сотрудников каждой компании, которые разместятся за ними лицом к партнерам. Во главе каждого стола – руководитель компании, в центре аудитории – стол для проведения переговоров. Для красочного оформления аудитории можно использовать плакаты, подготовленные в качестве рекламных объявлений в газету.

Дата добавления: 2015-10-31