Exercise 2: Form the sentences.

1. always / at nine o'clock / out of the garage / in the morning / drives / his car / he 2. he / to town / after breakfast / often / Mrs Hodges / takes 3. a parking place / near the shops / they / find / rarely 4. sometimes / in a garage / Mr Hodges / his car / parks 5. fly / with my parents / to Florida / sometimes / I / in winter 6. late / came / last year / she / often / to school / in spring 6. often / have / at about three o'clock / a cup of tea / they / at the hotel / in the afternoon 7. meet / at the sports ground / they / after dinner / always / their friends 8. enjoys / very much / swimming / in our pool / always / in the morning / she 9. hardly / last year / could / ski / he

Exercise 3: Form the sentences.

1. hardly / the / feeds / My / ever / dog / brother 2. sister / ironing / sometimes / My / the / does 3. I / vacuum / never / the / do / cleaning 4. a / go / with / often / walk / dog / for / We / our 5. room / Sundays / usually / I / tidy / my / on 6. the / unload / In / the / sometimes / afternoon / dishwasher / I 7. after / on / my / I / sister / look / weekends / sometimes / younger 8. never / the / She / cooking / does 9. mother / On / the / my / always / washing / does / Mondays 10. out / once / put / I / dustbins / week / usually / the / a

Exercise 4:Write down the sentences into correct order.

1. is / near / school / There / new / a / our / cinema 2. got / my / problem / I / with / have / homework / a 3. when / a / helps / she / thinks / problem / trouble / Mary / has / doll / her / a 4. well / think / your / very / I / don't / father / drives 5. to / we / On / a / restaurant / sometimes / Sundays / go 6. circus / went / with / we / ago / the / Two / my / to / parents / months 7. did / very / The / trick / well / magician / his 8. after / Jim / sister / Mother / look / asked / his / to / younger 9. her / Cindy / you / I / found / Can / tell / that / have / necklace 10. way / on / bike / Mike / on / already / been / his / to / his / school / has

Dialogue 4

ARRIVAL

Mr.Klimenko is at Kiev airport now. He was to fly to London and then to go by train to Brighton where he will be met by a junior manager of Continental Equipment.

Week 15

Text 15.Advertising

Intermediate control.

Text 15.

ADVERTISING

Advertising is one of the Jargest industries. In 1986, for example, American business spent over $100 billion to advertise its products. Since consumers are the principal targets of these sales campaigns, we ought to know something about the services advertisers perform, as well as some of the techniques they use.

The Benefits of Advertising

Advertising benefits consumers and the economy in a number of ways:

• It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.

• Advertising often results in lower prices. Large-scale production can reduce costs. By creating mass markets, advertising enables producers to reduce the costs of their products and pass those savings on to the consuming public.

• Advertising stimulates competition, and competition benefits us all. Advertising by one firm puts pressure on others within the industry to do at least as well to attract the consumer's money.

• Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.

Advertising helps the economy as a whole by stimulating consumer demand. Consumer spending has a direct effect on the health of the economy. Advertising helps to keep that spending at healthy levels.

The Price We Pay for Advertising.

Not everyone agrees that advertising benefits the economy. Critics list the following points of its disadvan-tages:

• The information contained in advertising does not inform and often misleads the consumer.

• Because it costs money to advertise, this cost adds to the price consumers pay.

• Consumers are tempted to spend money for products they do not really need.

• Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.

Advertising Strategies

Three strategies that have been especiafly popular with advertisers can be classified as slogans, rational appeals, and emotional appeals.

Slogans. Advertisers often use slogans that sound great but mean little or nothing. Yet, advertisers seem to feel that such slogans, when repeated often eriough, do increase sales.

Rational Appeals. Rational appeals rely upon logic or reason to convince the consumer to buy a product.

«Our Cookies Contain 25% Fewer Calories Than the Next Leading Br and.» This is an example of an advertisement that appeals to reason. Ads for health foods, pain relievers and home remedies tend to use this technique.

Emotional Appeals. Emotional appeals rely upon the use of psychology. The following is a sampling of such strategies:

• Testimonials. These are the advertisements in which famous people claim they use and enjoy a particular product. Ads for sports equipment frequently rely on this strategy.

• The Bandwagon. The bandwagon appeal implies that everybody is using a particular product, and that if you don’t, you will be left out. The term derives from the practice, during nineteenth-century circus or political parades, of jumping on or following behind the wagon carrying the band. Soft drink and automobile ads use this appeal.

• Popularity. Some advertisements suggest that simply by using the advertised product you will be popular or find romance. Toothpaste ads showing moments of romance between handsome young men and women are typical of these kinds of campaigns.

Every day you as a consumer are the object of the marketing efforts of American and foreign companies that want your business. The advertising on television and radio and in the newspaper f lyers that come to your house are just some of the ways that sales promotions reach you. Can you think of other ways? Most of these marketing strategies represent honest efforts to convince you to buy a product or service. Nevertheless, you are responsible for evaluating advertising directed at you, separating fact from emodon, and deciding whether or not to buy the product.

Term 2

Week I.