market_leader_3e_-_intermediate_-_course_book (David Cotton, David Falvey, Simon Kent-Учебник Market Leader 3e издание), страница 12

We'll start i n ...3DThis will be linked to a coordinated press campaign starting i n June . . .we go to the storyboard: . . . . . . . . . . . . are that firstly .. .. . , beforeWhat is the purpose of the missing expressions i n each of the three extractsin Exercise E?a ) to introduce a conclusionb) to change section/topicc) to refer to visualsIiFirstly is an example of a sequencer. What other examples did you hear inthe presentation?mPrepare and deliver a three-minute presentation on your chosen topic fromExercise O.

Try and use some signalling language.USEFUL LANGUAGEtNTRODUCtNG YOURSELFGIVING A PLAN OF YOUR TALKINVITING QUESTtONSOn behalf of Alpha Advertising, I'd like towelcome you. My name's Marc Hayward.I've divided my presentation intothree parts. Firstly, I'll give you thebackground. Secondly, I'll discuss themedia we plan to use. Finally, I'll talkyou through the storyboard.If there's anything you're not clearabout, feel free to stop me and askany questions.Hi, everyone, I'm Marc Hayward.Good to see you all.tNTRODUCING THE TOPICI'm going to tell you about the ideaswe've come up with for the ad campaign.This morning, I'd like to outline thecampaign concept we've developedfor you.My talk is in three parts.

I'll start withthe background to the campaign,move on to the media we plan to use,and finish with the storyboard for thecommercial.I'd be grateful if you could leave anyquestions to the end.49, /�,jy A p h a Advert i s i n gQA large advertising age ncy with a reputation for creating i m a g i nativea n d effective campaigns is com peting for new business.BackgroundAlpha Advertising is based in Turin. It is competing for several new contracts. It has beenasked to present ideas for exciting new campaigns to the management of the companiesconcerned.

Concepts are required for the following new goods and services.Safe Ha ve n: a ne w gr ou pof ho te ls in yo ur co un tryE- B oo k•A n ele ctr on ic bo okrecently lau nc he d aslim ; it can fit int o••pocket or handb ag-memo ry and sellsat 25 0 eu ros .·•Wh en tur ne d on ..it tak es readersthey were readi ng .straigh t to the last pageltse: the E-B oo k co nsuA 'next rea d' fea turbeymaichd titl es wha da tab ase of rel atede r.

It the n makesreaof interest to thedownlo ading orrecom menda tions for•purchase .•s.ade d with 150 bo okThe E-B oo k is pre -loAim: An international preTV campaignExcelle nt faC ilitie s: a min i-spa on eve ry floor;free aer obiC classes threetimes a week .mus ical ent erta inm ent inthe loun ge ev ryeven ing�.

It has a 200 nov el•Roo ms at com pet itive prices.ss an d•Hot els all in dow nto wn areasHot el res taur ants offe r awid e rang e of loca ldish es, pre par ed by wel l-known che fsA com pre hen sive adv ice service for all guestsAim: A creative campaign to attractmore customersUNIT 5 •• ADVERTISINGKey questions ( advertising team)You are members of the creative teamat Alpha.1 Prepare an advertising campaignfor one of the products or services.Use the Key questions on the rightto help you.•What is the campaign's key message?•What special features does the product or service have?•What are its USPs (Unique Selling Points)?•Who is your target audience?•2 Present your campaign to themanagement of the companyconcerned.

When you are notpresenting your campaign, play therole of the company's management.Listen and ask questions.What media will you use? Several, or just one or two?If you use:- an advertisement, write the text and do rough artwork.- a TV commercial, use a storyboard to illustrate your idea.- a radio spot, write the script, including sound effects andmusic.3 Use the Assessment sheet below tochoose:- other media, indicate what pictures, text, slogans, etc.will be used.a) the best campaign conceptb) the most effective presentation.•What special promotions will you use at the start of thecampaign?Assessment sheet (managers)Give a score of 1-5 for each category: 5=outstanding, 1=needs improvement.PresentationCampaign concept1 Will it get the target audience's attention?2 Will it capture their imagination?3 Does it have a clear, effective message?4 Will it differentiate the product o r service?5 Will it persuade the target audience to buy theproduct or service?6 Will the target audience remember the campaign?TOTAL: _ / 30WritingAs the leader of one of Alpha'sadvertising teams, prepare a summary ofyour concept for your Managing Director.The summary will be discussed at thenext board meeting.C) Writing file page 131DDD1Was it interesting?2Was it clear?3Was it loud and clear enough? Was it varied i n pitcho r monotonous?DD4 Was the pace too quick, too slow or just right?D65 Was the language fluent, accurate and appropriate?Did it impress you? Was there enough eye contact?TOTAL: _ / 30DDDDDDWatch the Case studycommentary on theDVD-ROM.�VSTARTING U PI'JAnswer these questions individually.

Then compare your answers with a partner.Money Quiz1How much cash do you havewith you at the momcm?Do you:3a) know exactly?b) know approximately?c) not know at all?200 you normally check:�[J54How do you feci aboutborrowing money?Do you tend to:a) always manage to stay incredit and save regularly?b) sometimes go imo the redand use an overdraft facility?c) usually pay imerest on yourcredit card al lhe end ofthe month?Some people try not to pay thecorrect amount of tax. Is this:a) a serious crime?b) morally wrong, but not acrime?c) excellent business practice?6a) your change?b) your bank statemenlS andcredit-card bills'c) restaurant bills?d) your receipts when shopping?e) prices in several shopsor online before you buysomething?52D o you:a) give money LO beggars?b) give money 1O charities?c) give away used ilems suchas clothes?d) seli lhings you don'l wam(for example, on eBay)If you lene! a colleague a smallamount of money and theyforget to pay i t back, do you:a) say nothing?b) remind them that they oweyou money?c) arrange LO go for a drink withthem and say you've forgottenyour wallet or purse?What do your answers to the q uestions in Exercise A say about your attitudeto money? Are your attitudes typical? What do they say about your culture?UNIT 6Financial termsIJ••MONEYMatch the words in the box to the definitions 1 to 6 below_I equity stakerecessionsharesdebtstock marketforecast1equal parts into which the capital or ownership of a company is divided2a period of time when business activity decreases because the economy is doing badly3money risked when a business owns part of another company4 a place where company shares are bought and soldIII5a description of what is likely to happen in the future6money owed by one person or organisation to another person or organisationMatch the sentence halves_1Profit margin isa) a part of a company's profits paid to the owners of shares.2I nvestment isb) the difference between the price of a product or service andthe cost of producing it.3Bankruptcy is4 A dividend isc) money which people or organisations put into a business tomake a profit.d) the amount of money which a business obtains (in a year)from customers by selling goods o r services.II5Pre-tax profits aree) when a person or organisation is unable to pay their debts.6Annual turnover isf) the money a business makes before payment to the government.Complete this news report with the terms from Exercises A and B_And now the business news ...There was a further downturn in the economy this month as the .

. . . . . . . . ' in theUnited States and Asia-Pacific region continues. Yesterday was another day of heavy..'for the neartrading on the . . . . . . . . . . .' . with big losses in share values. Thefuture is not good. as market confidence remains low.Paradise Lane. the struggling luxury hotel group. is seeking new. . . .' to try andavoid . . . . .

. . . . . . .' . following the announcement of disastrous interim results. It currentlyhas a . . . . . . . . . . . .' of nearly $5 billion. There are rumours of rivals G H N taking a large. . . . . . . . . . . .' in the troubled hotel group.Phoenix Media announced a 15% increase in .Son an . . . . . . . . . . . .9 of $4.5 million.Added to the strong performance in the last quarter. this is likely to result in anincreased . . . . . . .

. . . . ." of over 1 4 cents per share. well up on last year. which will certainlyplease shareholders·. Following a rise in sales in the emerging markets of ...*III�)>> CD 1.36 Listen and check your answers.oWhat word partnerships can you identify from the text in Exercise C?oDiscuss with your colleagues_EXAMPLE:••••See the DVD-ROMfor the i-Glossary.�Vthe people who own shares in a business•••heavy trad'n9What is the economic situation in your country at the moment?Which parts of the economy are doing well or badly?What is your forecast?Which types of business are making profits or losses?What sort of businesses are a good investment?Can you think of any businesses which have gone bankrupt recently?Which company shares are going up or down at the moment?53UNIT 6••MONEYLISTENINGManaginginvestmentsB�)>> (01.37 Darrell Mercer is Investment Director at PSigma InvestmentManagement.

listen to the first part of the interview and complete the gaps_The aim of the business is to provide . . . . . . . . . . . . . . . . . . . . . .' for private individuals who have.. ......... .. ............ .. . . . . . . . . . . .' that they wish to employ to achieve a certain. . . . . . . .' for the clientwith the intention of meeting that aim, that return, and also then manage that strategyMy role as the Investment Director is to both . . . . . . .