market_leader_3e_-_intermediate_-_course_book (David Cotton, David Falvey, Simon Kent-Учебник Market Leader 3e издание), страница 10

The plant is modern with new equipment. A large warehouse and distribution centrewere built near the factory. InStep is now considering moving staff from the Paris officeto a purpose-built, six-storey building in the same town. Beauchamp has apopulation of 25,000, with a high proportion of young people. Therelocation, if it goes ahead, will create employment opportunitiesfor local inhabitants ..... : ...How do you think staff will react to the proposed relocation?What reasons might some staff have for opposing the relocation?A 'getting to know you' meeting...The Vice-President of the parent company has come to Paris to discussthe proposed relocation with two senior managers from the Paris subsidiary andan independent relocation consultant.

This group will discuss the relocationand make a recommendation to the Board of Directors on whether to goahead with the relocation or not.UNIT 4 •• ORGANISATIONWork in groups of four. Take one of these roles.Student A: Vice· President, parent companyStudent B: Senior Ma nager, Paris subsidiaryStudent C: Senior Manager, Paris subsidiaryStudent D: Management ConsultantAs you do not know each other well, you all meet forsocial reasons in the Paris subsidiary's boardroom.The purpose of the meeting is to get to know eachother better. Use your knowledge of social Englishto create a warm, friendly atmosphere.Can independent adviser)A communication from the Vice-President, parent companyRead the message from the Vice· President.

Discuss the questions. How do you think staffwill react to this message? Do you think the benefits described by the Vice· President willpersuade staff to accept the relocation? Why? / Why not?ME.5.5AG,E �OM WE \/lC£-W"E.5tD Ef\lT10 ALL Sf7\FFA decision concerning the proposed relocation to Beauchamp will be madei n the near future. The relocation offers our company significant benefits:•The reduction i n costs will boost our profits.•The town council i n Beauchamp has offered us tax i ncentives to relocateto their town.•The relocation w i l l result in improved working conditions andbetter communication.You are members of the Management Committee.Work in groups. Take one of these roles.12 H o ld the meeting. Consider the advantages andStudent A: Vice· President, parent company:role card page 1 3 5Student B: Manager A : role card page 1 4 1Student C: Manager B: role card page 144Student D: Independent Management Consultant:role card page 144Read your role cards and prep a re for the meeting.disadvantages of relocating to Beauchamp.3 Argue in favour of o r against the relocation.4Decide whether o r not to recommend relocationto I nStep's Board of Directors.

If necessary, vote.The Vice-President has the deciding vote if youcannot reach agreement.STOP THE GUNS.Discuss the advertisements above. Which do you like best? Why?STARTING U PVOCABULARYAdvertisingmedia andmethodsmNewspapers are one example of an advertising medium. Can you think ofothers?IIILook at these words. Label each word 1 for 'advertising media', 2 for'methods of advertising' or 3 for 'verbs to do with advertising'.advertorials 2banner adsbillboards (AmE)/hoardings (BrE)cinemacommercialscommunicate44endorseexhibitionsfree samplesInternetleaflets/flyersoutdoor advertisingplacepoint-of-salepop-upsposterspressproduct placementradiorunsponsorsponsorshiptargettelevisionviral advertisingUNIT 5 •• ADVERTISINGIIWhich of the methods do you connect to which media?IlJWhich of the verbs you identified i n Exercise B combine with these nouns?EXAMPLE:1 a campaign2Dtelevis-ion - commercials-a product3an advertisement4 an event56a consumera messageChoose the most suitable words to complete these sentences_1 A lot of cosmetics companies give away leaflets I commercials I free samples so thatcustomers can try the product before they buy.2 Advertising companies spend a lot of money on creating clever slogans I posters Iexhibitions that are short and memorable, such as the message for Nike: 'Just do it'.DmIII3Celebrity exhibition I research I endorsement is a technique that is very popular inadvertising at the moment.4If news about a product comes to you by word of mouth I the press I the Internet,someone tells you about it rather than you seeing an advert.5Many companies use post and electronic slogans I mailshots I posters because theycan target a particular group of consumers all at the same time.Give examples of:1 any viral campaigns you have read about2clever slogans that you remember from advertising campaigns3sponsorship of any sporting or cultural events.What makes a good TV advertisement? Think about ones you have seen_Use some of these words_cleverinterestingfunnyinspiringeye-catchingoriginalpowerfulstrangeshockinginformativesexycontroversialDo you think that these advertising practices are acceptable? Are any othertypes of advertisement offensive?1 Using children in advertisements2Using actors who pretend to be 'experts'3Using nudity in advertisements4 Using 'shock tactics' in advertisements5Promoting alcohol on TV6Comparing your products to your competitors' products7 An image nashed onto a screen very quickly so that people are influenced withoutnoticing it (subliminal advertising)8DSee the DVD-ROMforthe i-Glossary.�WExploiting people's fears and worriesWhich of the following statements do you agree with?1People remember advertisements, not products.2 Advertising has a bad innuence on children.3 Advertising tells you a lot about the culture of a particular society.45UNIT 5 •• ADVERTISINGRead the article and choose the best headline.A new kind ofcampaigna) Honda predict record sales as advert breaks new groundHonda skydivers push limits of TV advertsb)c) Viewers tune out of normal TV advertising; Honda respondsby Andrew Edgecliffe-JohnsonIn a new definition of a publicitystunt, Channel 4 and Honda havetumcd to a learn of skydivers to tacklethe problem of viewers tuning out oftraditional tclevision advertising.On Thursday night, the broadcasterwas due to devote an entire 3 minute20 second break in the middle ofCome Dine With Me.

its dinner10 party programme. to a live skydivingjum pinwhich1 9 stuntmcnspelt oul the carmaker's brandname. Described as the first liveadvertisement in modem times, the15 campaign is the latest attempt byadvertisers and broadcasters to findalternatives to the 30-second spot.The development of digital videorecorders such as Sky+ and Tivo,20 which allow ads to be skipped, hasforced advertising agencies andchannels' sales teams to collaborateonmoreinnovativeattemptsto keep the viewer's attention .25'We wanted to create somethingunmissable.' said Andy Barnes.IIIthe broadcaster's Sales Director.'This concept breaks the boundariesof TV advcl1ising: he added.30 highlighting a Channel 4 campaigncalled'innovatingthebreak ' .The campaign fol lows initiativessuch as LG's 'Scarlet' campaign, inwhich the television manufacturer35 ran advertisements appearing to trailoW4550a glamorous new television show.which turned out to be a promotionfor the design features of its 'hot Ilewseries' of screens.Thursday night's live advertisemcnt.while designed to demonstrate thepower of television advertising, wasbacked up by a complex multimediaand public-relat ions campaign.The campaign's developcrsincluding Channel4'sin-housecreative teaIn.

Wieden + Kcnncdy.Starcom. Collective and HicklinSlade & Partners - spent morethan a month pushing the Hondaslog<ll1 of 'dirficult is worth doing'before Thursday night's slot.A poster campaign, a series oftelevision 'teaser' advertisements and a55 website have been backed up by digitaladvertising and press coverage. AJI arebuilding up to a traditional 3D-secondadvertisingon60Junecampaign,said3staningArmstrong,'The 3D-second a d is alive andwell.' Mr Barnes said. pointing todata released this week which showedthatcommercialtelevisionhad65 enjoyed its best April in five years.For Honda. however. the elementssurroundingthecore3D-secondcampaign are designed to generate theintangible buzz of word-of-mouth70 advert ising, Mr Barnes added.Thursday night'sskydivewouldalmost cenainly go on YouTube, MrAmlslrong predicted.

'Commercially,that's a fantastic result. as it means our75 marketing investment becomes moreefficient because consumers are doingour marketing for us.'Read the article again and answer the questions.1IanMarketing Manager of Honda U K .Why did Honda need a new publicity stunt with skydivers?2 Why was the Honda advert unique?Why are Sky+ and Tivo a problem for advertisers?4 What happened in the Honda advert?5What happened in LG's 'Scarlet' campaign?6What did the Honda campaign's developers do?7 What different types of advertiSing did Honda use?46I.UNIT 5 •• ADVERTISINGIIFind all the word pairs in the text using the words advertisement oradvertising.mMatch the words in bold in the word pairs (1-5) to their meaning (a-e) .D1pUblicity stunta) newspapers and magazines2design featuresb) a short phrase that is easy to remember3Honda sloganc) a series of actions intended to get a particular resull4 poster campaignd) an important, interesting or typical part of something5 press coveragee) something done to get people's attentionComplete the text with some of the word pairs from Exercises C and D.PUBLICITY STUNT TIPSNothing will get your product noticed faster than a well·thought·out and well·performed .

. . . . . . . . . . .'. First, you need to plan an . . . . . . . . . . . .' . You could start with some. . .' on radio or TV and design some large adverts for a . . . . . . . . . . . .'. You need tohighlight all the key . . . . . . . . . . . .' . Alert the local media and get good. . . . . '. Tip offthe local radio or TV station that something is going to happen. When it comes to theactual publicity stunt, ensure that all .

. . . . . . . . . . .' or logos are visible. And if you havethe money, why not try a . . . . . . . . . . .' on TV? Finally, try to get some free . . . . . . . . . . . .' andhopefully end up on You Tube.LISTEN I N GHowadvertisingworksDIn groups, brainstorm some ideas for some live advertisements orpUblicity stunts.m�)>> (01.31 Wpp is a world leader in marketing communications. MindShareis part of the group and Marco Rimini is its Head of CommunicationsPlanning. Listen to the first part of the interview and complete the gapswith a maximum of three words.I always go back to the beginning and . . . .