market_leader_3e_-_intermediate_-_teachers_book (852197), страница 42
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. . . . . . . . . (1 word)b) If too many people apply to be on a programmelike this, it is . . . . . . . . . . . . . . . . . . . . . . ...(1 word)c) The people who want to participate in theseprogrammes are referred to as . . . . . . . . . . . . . . . . . . . . . . . . .(1 word). . . . . . . . .
. . . ... . . . . . . . . . . .. . . . . . . . . .d) If what you are expected to do is plannedbeforehand, it is . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . for you. (2 words)If you are given different jobs to do, you are. . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . them. (2 words)If you get general abilities, useful in differentparts of the organisation, you . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (3 words)If someone, thanks to their own efforts, ispromoted to increasingly senior jobs in anorganisation, they . . . . .
. . . . . . . . . . . . . . . . . . . their way. . . . . . . . . . . . . . . . . . . . . . . . . (2 words)People not recruited for a job from within anorganisation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . (4 words).e)f).g)h).i) A list of companies and how good they are atkeeping graduate recruits is referred to as the(2 words)j) People working for the state are in the. . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (2 words)k) The number of people who join a com panystraight from college in a particular year is its. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . (2 words). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . •5 Which statement best summarises thearticle? Choose the correct alternative.a) Companies' graduate schemes for recruitingpeople who will become senior managers arebecoming rarer and will eventually disappear.b) Organisations often combine graduate schemeswith recruitment from outside, and the outsiderecruits feel just as certain of their place there.c) Despite what many people think, someorganisations still have graduate schemes forrecruiting people who will become senior managers.Over to you 1How good is your organisation, or one you would like towork for, at keeping its graduate recruits?Over to you 2' .•• for people who come in from outside, there is lesscertainty, less of a definite future within the company.'Is this true of your organisation, or one you would liketo work for?129UNIT5Advertis i n gI NTE R N ET ADVERTI S I N G" �-'•..·.:·.:,,Before you readDo you look at advertising on the Internet or do you ignore it? Why?ReadingRead this article from the Financial Times and answer the questions.FTLEVEL OF DIFFICULTYe e 0Advertisers try the soft sell as TV drifts onlineby Joshua Chaffin-fI'TI�onlineto the web to consume video - bevideo site jointly owned by NBCit full-length television episodesthe mouse, ready to click awayor short clips - media companiesas soon as they"something that television viewersandsays Matt Cutler, Vice-PresidentVisitorsto)>ztoHulu,theUniversal and News Corp, can dosJowould never have imagined just arushingtomoreeffectiveadvertising.
When, for example,strategies35areeagertoonline video within the first I 0cent of consumers abandon antheofmoreT nternetpassivetraditionalthat tracks online behaviour. H eharnessdepending on their preference, and4060estimates that more than 3 0 perthe interactive possibilities thatthelose i n terest,'ofhoped i fferentiatefromper cent of its stream.Solving those problems is vital65forexperiencemediacompanies.Whileatl1ey were once content merelyscenario ,to collect clicks on their webtelevision.In(Skipping past, unfortunately, i smarketer'sn o t an option.) ' I t's choose-yourconsumers who see a messageown-adventure advertising,' saysforJean-Paul Colaco, Hulu's Seniorthem might pause a video, clickperiods.through to a website and eveninterested i n general impressions.make a purchase. B u t that sameThey want engagement,' explainswhoishopingoftoAdvertising,reduce45theadreamproductthatinterestspages, they are now desperate10toretainviewersfor' AdvertiserslongerarelessPatrick Keane, Chief M arketingfriction between audiences andi nteractive power canmarketers by making advertisea curse for marketers becausements less intrusive for the formeri t makes it easy for viewers toprom1stngjump to other websites if theyadvert ising formats in the future.and more efficient for the latter.The Ad Selector, as Hulu calls130theis watching with their hand onof Visible Measures, a companyandbe asked to click on a sports car,Vice-President2sinnewadvertisinga pick-up truck or a family sedan,watch a corresponding message.20developarecreating a profitable business.Theycarmaker pops up, viewers might1sagenciesfew years ago: choose their ownan advertisement sponsored by a10advert isingsssoalso be75OfficeratCBSI n teractive,morei n novativefeel bombarded by irritating andit, is just one example of a burst ofirrelevant advertisements.innovation in online advertising.As audiences increasingly moveforward experience.
The audience' Internetvideoisalean© Pearson Education limited2010 PHOTOCOPIABLETEXT BANK ... ... UNIT 51Use the correct form of verbs from paragraphs1 to 3 to complete these statements.If ...a) an advertisement appears suddenly on yourscreen, it . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..b) you 'jump' past an advertisement withoutwatching it, you . . . . . . . . . . . . . . . . . . . . . . . . it.c) an advertiser pays for an advertisement on aOver to you 1Will Internet advertisers ever find a way of retaining theattention of users? Why? I Why not?Over to you 2Can you imagine clicking on an advertisement andmaking a purchase in one process? If so, what productor service might you buy in this way?website, on TV, etc., they . . .
. . . . . . . . . . . . . . . . . . . . . it.d) someone makes conflict, disagreement, etc. lessstrong, they . . . . . . . . . . . . . . . . . . . . . . . . it.e) you watch video, you . . . . . . . . . . . . . . . . . . . . . . . . it.f) you start something from nothing, you. . . . .
. . . . . . . . . . . . . . . . . . . it.g) you exploit the power of something, you. . . . . . . . . . . . . . . . . . . . . . . . it.h) make something different from something else,you . . . . . . . . . . . . . . . . . . . . . . . . the two things.i) you feel that you're watching too manyadvertisements, you feel .
. . . . . . . . . . . . . . . . . . . . . . . bythem.2 Look at paragraphs 1 to 3 and find:a) a noun that describes the relationship betweenadvertisers and Internet users.b) two adjectives that describe advertisements fromthe point of view of many users.c) one adjective that describes how users relate toadvertisements in a way that can be good or badfor advertisers.d) a noun that relates to the bad effect of theadjective in c above.3 How is the Internet experience described inrelation to traditional television?4 How quickly do nearly a third of users stopwatching an Internet video on average?What do they do when this happens?5What, in a word, do advertisers want fromusers that they didn't have before?How will this be achieved?6 Which of these statements sums up thearticle best?Internet advertisers ...a) are only interested in the number of people whoclick on advertisements.b) don't know how to avoid users 'clicking away'from advertisements.c) are looking at ways of engaging users so thatthey do not click away from advertisements.�\PHOTOCOPIABLE© Pearson Education Limited 2010131UNIT5Advert i s i n gS HOCK ADVERTISEMEN T��::::t.Before you readWhere are pharmaceuticals (medicines) sold in your country, apartfrom in pharmacies or chemists? Is their sale strictly controlled?ReadingRead this article from the Financial Times and answer the questions.FTe e 0LEVEL O F DIFFICULTYPfizer uses big screen to fight counterfeit drugsby Andrew Jack_,m><_,CJPfizer,theworld'spharmaceuticals)>z;:::5largestcompany.launched a hard- hitting cinemathethroughadvert isingthatcampaigntowarnconsumers of the medical dangerscounterfeitswhen.JOtheUKnumbercounterfeiters.theUK.600iscinemas aroundbestseenbeforeshowsamiddle-aged.15agreedimagetheinraiseditssafety concerns - and commercialhealthrisksitsfightro65These arcthefifthbynearlythat buy medicines abroad forinI nternet sales of medicines.resalePfizerIt also marks an extension of45h igher pricesinsalesofthetop-se l l ingmedicinessales.Theinthecampaign.£500 ,000 ($73 1 .000) .by the discovery of rat poisonintermediariescaused by a rise i n unregulatedatone ofThe cinematic rat was inspiredaction against parallel traders.industry -isI ntcrnetwhich includes a website.
costofforPfizerviaincludingof medicines, since it producesUKagainstcallingmedicinessources,Internet.prescnpuonpublicwarningandchains.per cent of men purchasedthe hardest h i t byaahascounterfeits..wI0unregulatedoftosupplyprescription-onlyincreasinginvestigationsIt55organisationpioneering partnersh i p with thePfizera tablet delivered by post.losses for the drugofnormalA recent Pfizer poll suggestedandcompany.manThe campaign renects growingalongsideMedicinesHealthcarc Products Regulatoryshownmlogothethat co-ordinates anspitting u p a rat after swallowingtheU K .
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