new insights into business teachers book (835558), страница 34
Текст из файла (страница 34)
Research has shown that although some people consider advertising to be an intrusion intotheir private lives others, particularly the younger generation, actually enjoy being the target ofcommercial messages and the more surprising they are the better.Traditionally advertising has relied on such media as television and magazines to appeal to a broadaudience with no guarantee of reaching its target.
With increasing competition and more sophisticatedmarket data, companies are now trying to find ways of directly confronting only the specific groups ofconsumers that interest them.This has led to an increase in point-of-sale and outdoor advertising which is now taking some new andunexpected forms. For instance, in some supermarkets, food products, such as fruit, carry smallstickers advertising totally unrelated products.
Similarly, floors in shops, schools and stations havebecome just another surface on which to place a message - the idea being that you can’t get muchcloser to the customer than under his or her feet.Visitors to new cities who rent cars are often surprised when they switch on the cassette player to hearcommercials for shops, restaurants and interesting places to visit. Cash distributors with talking ads arenot uncommon in the US and screens and speakers at petrol pumps, advertising products you can findin neighbouring shops have proven to be very successful in some American cities.Direct appeal, like this, doesn’t only make good marketing sense but it often works out to be lessexpensive too.
Global companies who continue to use the costly broadcast media are also beginningto experiment with ways to guarantee consumer attention by running original and sometimes evenshocking adverts where you would normally least expect them. Hardly surprising when you know thatthe average person will spend several minutes reading your advert every time they go to the washroom.But it is a risky business and these kinds of ads can sometimes backfire. While interest is ensured, thedrawback is that some people will be turned off.So where will it all end? So far, environmentalist groups have managed to stop the promoters of ‘spacemarketing’ but one US company still has plans to send giant billboards into orbit that will be big enoughfor the whole world to see.
Get ready for the advertising future where, wherever you look, up or down,someone will be trying to get you to part with your money.According to the text, are the following true or false? Tick (/) the right answer.1 Consumers in general are disinterested in advertising.True False2 The new methods of advertising are more expensive than the traditional ones.TrueFalse3 TV commercials are a good way to reach a precise target.TrueFalse4 Environmentalists are opposed to marketing in space.TrueFalse5 Some food products carry stickers advertising other types of goods.True98False© Pearson Education Limited 2000PHOTOCOPIABLEFinal Test UVocabulary2(30 points - 2 points for each correct answer)Fill in the gaps with one of the words or phrases from the list below. Change the forms of the words wherenecessary.
There are more words than gaps.quotaentrepreneurssole traderslossestariffbalance sheetto monitorauditorsubsidiarybrand imagesloganimperativesjoint venturemergeinvoicerivalrevenueclashlicencehurdlesprofit and loss accountcutting edge1 We have decided to open a new company by setting up a .................................................. with anothercompany in the same line of business as us.2 When we want to know what our company is worth at any given dates we consult our3 O ur...................................................are worried about our growing market share.4 We have asked the shippers to send us their..................................................
as proof that the goods weresent.5 T h e .................................................. is checking our accounts for mistakes.6 The new advertising campaign fits o u r........... ....................................... perfectly.7 W e..................................................
with one of our rivals and we now form the biggest software companyin the country.8 Once we get over the initial bureaucratic................................................... everything will be fine.9 When negotiating the agreement we must consider t h e ..................................................
of theshareholders.10Our sales have increased thanks to our catchy...............................................11 T h e.................................................. shows how much the company is earning through sales as well asthe costs and expenses incurred through sales.1 2 .................................................. are inevitable between people with strong personalities.13 We are setting up a .................................................. of the company in Spain, as part of our expansionprogramme.14 With fully computerised production we are at t h e .................................................. of technology..15 They are making our products under...................................................© Pearson Education Limited 2000PHOTOCOPIAftLE99■ Final TestGrammar3 (20 points)Put the following verbs into the correct tense.Currently, European CEO s....................................
(1to wonder) if mergers are the best way to make deals.While in Japan, m ergers....................................(2 to change) the way business works. Last year severalEuropean com panies....................................(3 to announce) marriages and later called them off, for example;Hoechst, a German group and its French counterpart Rhone-Poulenc,....................................(4 to force) tochange the terms of their life-science merger. More recently, however, in Japan, several successful mergers.................................... (5to complete) between national pharmaceutical giants, banks and telecomcompanies.Today, Japanese com panies.................................. (6 to form) alliances with foreign companies, too. Butthese are early days and nobody knows how long the tre n d ....................................
(7 to continue). If theRenault Nissan d e a l....................................(8 not to be) signed, other Japanese corporations....................................(9 not to consider) foreign or gaijin companies as possible partners.
It now seems verylikely that w e ....................................(10 to see) more deals of its kind in the next few years.Meanwhile, legal and regulatory barriers....................................(11 to be removed) to facilitate negotiations,and in the future minority shareholders....................................(12 to have to) sell their stakes to the acquiringfirm once the majority....................................(13 to agree) to a deal. At the moment, shareholders....................................(14 to be able to) refuse to sell if th e y ....................................(15 not to agree).However, in recent years the biggest obstacle for European m ergers....................................(16 not to be)shareholders but the problem of personality clashes between CEOs.
If Japanese managers.................................. (17 to learn) anything from European managers’ mistakes, th e y ....................................(18 to know) that major compromises....................................(19 have to make). Optimistic analysts....................................(20 to look forward to) many successful merger deals in Japan in the near future.4 (10 points - 2 points for each correct answer)Tick (✓ ) the word or phrase А, В, C or D that correctly summarises the meaning of the sentence.1 ‘I'm afraid we can’t give you a bank loan,’ said the bank manager.
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