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The advertising Manager at work

2022-12-20

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UNIT 14

TERMS IN THE INTRODUCTION

1. stand here: the area occupied by a firm for display

purposes at an exhibition

2. write-up an article drawing attention to a product written by

a journalist and appearing in a newspaper or

magazine

3. exhibition sometimes called a "display contractor", a firm who
contractor specialises in constructing stands for display

                        purposes. They also design illuminated moving
                        display units, supply a window-dressing service for
                        shops, etc.

4. teaser a series of advertisements which catch the eye but

campaign "tease" the reader into wondering exactly what they

are advertising. When the problem is solved the whole puzzle is likely to leave a greater impression than a straightforward advertisement

TERMS IN THE EPISODE

1 slogan a striking or easily remembered phrase which

reminds the public of a product

2. direct mail refers to all advertisements sent on one occasion to a
shot list of addresses.

Direct mail advertising: leaflets, letters, brochures and advertising material generally, sent to a selected number of people through the post

3. trade press the newspapers, magazines, or specialist journals

which deal with technical or specialist subjects

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4. blotter a flat holder, usually with corners of leather, for

blotting paper, used for drying ink

5. inter-office a means of speaking to several offices linked to each
communication other by means of a microphone and loud-speaker in
system each office. To call an office, you press a lever and

                        speak into a box-like instrument about the size of a
                        small radio. The person you are calling can answer.
                        It is much quicker than an inter-office telephone

system

6. behind a schedule is a table, or list, of details. It can mean
schedule a time-table or programme of events. If work is

early, on time or late it can be said to be ahead of, on or behind the schedule. Sometimes people say that an event is scheduled to occur at such and such a time and place

VOCABULARY EXERCISES

I. Give English equivalents to the following words and expressions:

оправдать возложенные на кого-л. надежды; рекламный трюк;

дать высокую оценку в печати (часто с целью рекламы); площадка; подрядчик; повлечь за собой; проволочки, происходящие в последнюю минуту; генеральный план; деньги, отложенные на что-л.; выражение, ставшее привычным; возлагать надежды на что-л.; макет рекламы; рассылка рекламного объявления по почте; отраслевая пресса; не укладываться в срок

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II. Match the words with their definitions:

1. mail shot 2. to entail 3. the lot 4. hold-up 5. eager 6. to furnish 7. stunt 8. publicity 9. a write-up

a) anything spectacular or unusual done for attention b) the technique or process of attracting public attention to products or people as by the use of the mass media c) to bring about; to have as a necessary consequence d) to equip with what is necessary; fit out e) a delay, stoppage f) a circular, leaflet or other advertising material sent by post to a large group of people at one time g) characterized by or feeling expectancy or great desire h) the entire amount or number i) a published account of smth such as a review in a newspaper or magazine

IV. Fill in the gaps with the words given:

justify the faith placed, give a hand, write-up, pre-erected,, teaser campaign, direct mail shot, settle down, behind the schedule, publicity stunt

1. Joanna has had enough time to ……………………………. in the firm and now she tries to …………………………………… in her by the management.

2. Joanna plans a ………………………: she wants to invite journalists who

could then give the firm a good ……………………, to the launching party.

3. Joanna has already authorised expenditure for the quarter in excess of her budget, so she decides not to have the stand ………………………..

4. A form of advertising in which a mystery is first created in the minds of the public, with the explanation following later is usually called a ………………………………..

5. John and Joanna planned' to despatch advertising materials to 2 thousand potential customers in a ………………………………

6. Peter heard that the contractors were and decided to see if

he could ……………………………………. with the stand.

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III. Give synonyms synonymous expressions to the following words
and phrases:

1) unveil

2) entail

3) disaster

4) hold-up

5) overall

6) layout

7) eager

8) give a hand

9) madhouse

10) dawn

IV. Paraphrase the underlined parts of the sentences:

1. The new worker didn't meet the expectations of the management

and was fired.

2. When managers invite journalists to their firms they hope to

read something good about themselves in the newspapers afterwards.

3. When you order a stand to the contractors, it will work out twice as expensive if you would like to see the stand at the place of manufacture before the exhibition.

4. It is not always right for a company striving to project a forward-looking image, to change old slogans, as they might have become very well known.

5. Joanna found a company who design exhibition stands to build H&G's stand for their new range of office furniture.

6. Fred who has been working at exhibitions all his life says that there's always a mess on the last day.

V. Translate the following sentences into English:

1) Целью рекламной кампании является максимально широкое распространение информации о фирме и ее продукции. Зачастую и рамках такой кампании используются различные рекламные трюки.

2) Например, возможна такая хитрость: на презентацию приглашаются журналисты, от которых ожидают только хорошие отзывы о ново продукции.

3) Мы уже сделали заказ на площадку для стенда на выставке. Теперь нам предстоит найти подрядчика для оборудования нашей экспозиции т.к. затраты в этом квартале уже превышают запланированные, нам придется отказаться от предварительной сборки стенда.

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4) Последствия нашего отказа от предварительной сборки стенда могут быть весьма печальными — наверняка в последнюю минуту произойдут какие-нибудь трудности, и нам придется потратить много нервов,

5) Мы запланировали рассылку рекламных объявлений по почте и уже составили список возможных покупателей.

COMPREHENSION QUESTIONS

1) Why is Joanna's plan to make a launching party called a publicity stunt?

2) Explain the idea of pre-erected stands. Why did Joanna decide not to have the stand pre-erected?

3) Explain the idea of teaser campaign? Can you give any examples of a teaser campaign?

4) Why did John and Joanna decide not to change the slogan for the old range of goods?

5) How did John and Joanna feature the unveiling of the new desk? What do you think of the idea? Could you suggest any other idea?

ADDITIONAL VOCABULARY

MARKETING

HJ HEINZ, the food manufacturer that brought the British public
such memorable advertising as Beanz Meanz Heinz, is planning to create
a new slogan — Heinz Meanz (1) ……………..

Mr. Tony O'Reilly, the flamboyant chairman and chief executive of the Pittsburg-based international food group, is planning to end UK commercial television (2) ………………… for his products this year and instead concentrate on (3) ………………………….................

Mr. O'Reilly, whose career in marketing took off after he created the

Kerrygold (4) …………………………… for Irish butter in his early 20s, believes the era of mass marketing is giving way to more targeted selling techniques.

The Heinz plan to give up television (5) ……………………………. would be one of the most radical marketing moves in recent years by a food manufacturer. It comes as manufacturers of (6) ……………………………. food products are facing growing competition from cheaper, own-label goods produced by supermarkets. The Heinz account is one of the longest established in television (7) ………………………

Heinz has already built up a database of 5.6 million homes in the UK that are heavy users of the company's products. Mr. O'Reilly plans to send special discount vouchers directly to those homes, thereby bypassing conventional (8) ……………………………………… media such as television and newspapers. The discount vouchers will be for individual Heinz products, such as baked beans, but also for groups of Heinz lines.

Mr. O'Reilly has decided that (9) ………………………………. is the most cost effective way of maintaining loyalty to the (10) The Heinz chief executive sees the plan as the start of a "guerrilla" campaign against the increasing power of the large supermarket groups, which, he believes, sometimes treat (11) …………………………....... products cavalierly.

194

Mr. O'Reilly wants to take control of (12) ……………………………. policy

for his (13) ………………………………………… rather than leaving it to the discretion of supermarkets. He is concerned that Heinz products are often treated as mid-market products when they should be priced and displayed as premium (14) …………………………………… If Heinz goes ahead with its plan and proves that (15) ……………………………… to its

best customers works, it could be a blow to commercial television.

Promoting the product

The promotion of a product may refer to any marketing effort to encourage people to buy it, including advertising. However, promotion is often used to refer specifically to marketing activities other than advertising: offers such as discounts, cut-price vouchers, free gifts (known informally as freebies), competitions, and displays or events at the point-of sale, the place in the retail outlet where the product is sold.

Discounts may be given in a sale at a particular time of year such as summer or January, often to get rid of remaining stock.

Merchandising refers to the ways goods are presented at the point of sale, and more commonly, to goods such as toys and T-shirts that are produced to promote things like films or rock-groups.

TEXT

Read the following text and summarize the information.

ADVERTISING AND PROMOTION

The total demand for the goods or services offered by any small firm can be divided into established demand and newly created demand, sometimes called promoted demand.

Established demand is that volume of sales which comes without conscious outside promotion by the firm. People buy because they have had positive experiences with the firm's products, find the firm conveniently placed, or are attracted by the firm's appearance.

Newly created or promoted demand by contrast is the volume of sales that results from firm's engaging in various types of activities to draw people to the firm. Promoted demand customers if pleased, can become established customers. Those firms that supplement established demand with promoted demand show much better sales, volume and profits. Almost without exception, addition advertising and promotion brings in greater sales volume.

All the activities that go into the development of sales can be grouped under the title promotion of sales. This promotion can use either direct or indirect methods. Every small firm owner should think about using some of the following types of sales promotion.

Direct promotion	Indirect promotion
1. advertising 2. publicity 3. displays 4. special event sales 5. manufacturer’s aids 6. personal selling 7. sales promotion campaigns	1. public relations 2. customer relations 3. customer services 4. product styling and packaging 5. community goodwill

Advertising can be defined as commercial messages to the public designed to inform potential and established customers and to encourage sales for the advertiser. Advertising can be either institutional (designed to sell the firm's name) or direct-action (designed to sell the firm's product or service).

Among the media generally used in advertising are: television, radio, -news-papers, magazines, outdoor billboards, specialty advertising distribution of such items as note-books, pencils, calendars, shopping bags), public transportation, yellow pages, direct male, other media (catalogues, samples, handouts, leaflets, etc.)

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Whenever possible, every advertising program undertaken should be in checked for its effectiveness. Some of the ways the small firms can do this are:

1. Advertise one item in one ad only. By having no references t< the item on the sales floor and then counting the calls ant-requests, and results can be identified,

2. Place identical ads with identifying marks in two separate publications. The reader is asked to bring the ad to the firm to obtain a special prize. Count how many ads come in from each source.

3. Omit, a regular advertising project for intermittent and watch for any change in sales.

4. Check sales results when a new advertisement is placed.
Publicity has always been described as advertising that is not paid for

It includes such things as public news items about the owner of the firm that tend to brighten the firm's image or make friends for the business.

Displays are an one-site method of sales promotion. Products that are not normally considered impulse items are often sold through an effective display in the windows or on the sales floor. Displays enable the merchant to add changes, interest, and brightness to the standard layout, and when well done can do much to increase sales.

Special events to directly promote sales have become a well established feature of most consumer goods businesses. The firm's anniversary, the firm's president's birthday, the addition of a new service for customers, the start of the spring and fall seasons, and so on can all be used as occasion to promote sales. Major holidays of course are ideal for sales.

Manufacturers' aids are any form of assistance provided by the manufacturer to small wholesalers and retailers for promoting sales. These aids may take the form of national advertising of the products involved, assignment of trained personnel to demonstrate the use of a product such as cookware in the particular store, provision of attractive window and floor displays, or monetary contributions to an advertising program.

Personal selling means all those activities and characteristics of the individual-salesperson which make successful sales. Fundamental to all good personal selling is a thorough knowledge of the merchandise, personality, human psychology are also important.

The four basic steps in making any sale have been summarized as
follows:

1. Gaining the prospective customer's attention and interest.

2. Creating desire and overcoming objections.

3. Presenting various solutions.

4. Closing the sale

Sales promotion campaigns are usually built around a central idea. The campaign may last a day, a week or even several months. It may be seasonal or associated with a business opening or anniversary, a new product, or the introduction of a new service.

198

When the theme is chosen the campaign itself must be carefully planned. The list that follows outlines a number of important campaign elements: a basic promotion idea must be developed, promotion objectives should be drawn up, various elements of the campaign — advertising, display, and public relations should be studied, responsibilities should be assigned to employees, the program of the activities should be scheduled, individual promotions should be reviewed after the campaign, critiques should be written and filed for the future reference.

A firm's public relations determine its image, or popular reputation, in the community. The nature of its public relations, good or bad, is reflected in the community's attitude and goodwill toward the firm. Good public relations are cumulative net result, which is more easily destroyed than built. It is the responsibility of every person associated with the firm. Every act of the firm's representatives contributes to the overall image of the firm.

Customer relations build sales independently and also contribute to die total image of the firm. Satisfied, happy customers are the best form of advertising and promotion.

Customer services can be a part of both public relations and good customer relations. Many customers want special services and seek out firms that supply them. Examples are air-conditioned stores, night hours for shopping, credit accounts, delivery service, and lines of merchandise not generally available. Pricing policies are sometimes adjusted for particular customer groups as a part of the most valued customer services are on-time deliveries, conformity to specifications of products sold, and efficient accounting procedures.

Product styling and packaging are obvious aids in developing sales volume. When similar products are offered in various styles, customers seek choices. Packaging can be an equal attraction.

Every owner should be aware of the importance of the goodwill of the public to the firm's' success. Every proposed business policy should be first analyzed in terms of its effect upon the company's image. No firm with tarnished goodwill will be very successful in a community. Potential purchasers stay away from such firms, sales fall, service becomes more difficult to maintain, and as a result the circle gets smaller. Failure is the ultimate result.

All the sales promotion methods reflect a conviction that the customer is the most important part of any successful business. There can be no profit in the absence of constantly attract new ones are essential to continued profits and growth.

199

Rank the following activities beginning with the most important-thing for success of a company to the least important and substantiate your point of view:

special event sales; manufacturer's aids; sales promotion campaigns;

public relations; displays; customer relations; customer services;

personal selling; product styling and packaging; community goodwill

Complete the sentences:

1) The difference between established demand and newly created
demand is ……………………………………..

2) The major types of advertising media are………………………....

3) …………………………………….. are common examples of specialty

advertising.

4) Display is a very effective way of sales promoting because………….

5) You should take ……………………………. into account if you engage in

personal selling.

DISCUSSION

1. Give examples of a really good / bad advertisement you have seen or heard. Why do you think they are good / bad? What makes a good advertisement?

2. What kind of advertisement do you pay attention to?

3. Who or what do you think should determine an advertising policy of a company?

4. What do you think about advertising ethics? Could you draw-examples of unethical advertisement?

5. Think of an advertising program for Harper & Grant. What activities would it involve and why do you think they will be worth-while?

200

UNIT 15

TERMS IN THE INTRODUCTION

1. quarterly every quarter or three months

2. breakdown colloquial term for an analysis of statistics or figures

3. overheads overhead expenses incurred in running a business

4. budget in accounting, estimate of future needs calculated for a

definite period

5. quotation the price of goods given to a potential buyer (see also

unit 2)

TERMS IN THE EPISODE

1. expenses in general, this means any expenses incurred in running a business. Its more particular common use refers to money spent by an employee on behalf of his firm, which is later refunded. Someone who is frequently outside the office can be said to have an expense account: a salesman, for instance

2. pro forma invoice: a list of goods supplied, with prices and charges
invoice pro forma invoice: a sample invoice sent to a potential

buyer so that he can see clearly what his total costs will be; also sent in advance to a new client, or one whose references are not satisfactory, informing him that goods will be delivered only on receipt of payment

3. CIF cost, insurance, freight — the price of the goods includes

all the charges (shipping, insurance, forwarding) until
the goods reach the home port

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4. package this refers to a contract for the bulk sale or buying of a
deal large variety of goods at a special all-in price, where any

particular condition is contingent on all the others being accepted. A typical example of this would be a firm grouping together items of high profit margin with items of low profit margin and letting one subsidise the sale of the other

5. costed to cost means to estimate the price to be charged for an

article, based on the expense of producing it.

6. turnover the amount of business done, degree of business activity

Budgeted turnover: estimated turnover

7. marginal marginal costing: is a method of calculating the product
cost cost after excluding all costs which are unaffected by

changes in the volume of output, i.e. fixed costs. Almost synonymous with direct cost (i.e. material and direct labour)

8. irrevocable   letter of credit: a foreign buyer transfers money to a
letter of     bank in the exporter's country. This bank then informs
credit       the beneficiary, the person to whom the money is owed,

that a sum of money is available when certain documents (e.g. Bill of Lading proving that the goods sold have been loaded on board of a ship) are presented. Letters of credit are valid only for a certain time, after which they are said to have expired.

Irrevocable letter of credit: the arrangement to pay a certain sum of money cannot be changed or revoked Transferable letter of credit: the amount agreed to be paid can be transferred to another person

VOCABULARY EXERCISES

I. Give the English equivalents to the following words and expressions:

производственные мощности; запрос; расценки; требования; накладные расходы нести расходы; цена за единицу товара; оборот; предусмотренный бюджетом; колебания цен; валюта; уровень цен

204

II. Match the words with their definitions:

1) overheads 2)quotation 3) pro forma invoice 4) turnover 5) budget 6) expenses 7) marginal cost

a) the amount of business done, degree of business activity b) money spent in order to run a business c) regular and essential expenses such as rent, the cost of telephone, stationery, etc. d) product cost after excluding all fixed costs, i.e. costs unaffected by changes in the volume of output e) the price of goods given to a potential buyer f) a sample invoice sent to a potential buyer so that he can see clearly what his total costs will be g) estimate of future needs calculated for a definite period

III. Make sentences of your own using the following words and expressions:

to incur expenses;

package deal;

to book;

to prevail;

to fulfill;

to be devalued

IV. Give synonyms or synonymous expressions to the following words and phrases:

1. expenses

2. to incur losses

3. goods

4. reduce

5. to make somebody redundant

V. Complete the sentences:

1)John Martin has been keeping quiet, about the order because …………….

2) A buyer from the Abracan Ministry of Public Works proposes ……………….

3) John Martin considers that the buyer will have to be suitably entertained, i.e. ……………………………………………………………………………...

4) "Special requirements" in the letter meant ……………………………….

5) Productivity drive in Harper & Grant has led to …………………………

6) The Abracan party sent Harper & Grant the enquiry for …………….

7) As a method of payment John required a(n) …………………………… …

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VI. Translate the following sentences into English:

1) Они просят, чтобы мы снизили среднюю цену за товарную единицу для всей партии товаров.

2) Наши производственные мощности позволяют нам выполнить такой заказ, это даст нам дополнительную продукцию к той, что предусмотрена бюджетом этого года.

3) Фирма сделала специальный заказ на стол из красного дерева, со встроенным коктейль-баром и потайным ящиком.

4) Нaшa фирма получила запрос из Испании, в котором предполагаемые покупатели просят прислать расценки на наше оборудование.

5) Покупатели просят, чтобы мы снизили цену за единицу для партий, которую мы уже котировали. Цена должна включать стоимость, страхование и фрахт до Парижа.

COMPREHENSION QUESTIONS

1) Why did John keep quiet about the order form Abraca?

2) What is John going to do to meet the buyer from Abraca?

3) What was the actual situation with the order from Abraca?

4) What method of payment did John ask for? Why?

5) What were the special requirements of the Abracan party?

6) What decision did John take about meeting these requirements?

ADDITIONAL EXERCISES

Product scenarios

New products are introduced or launched onto the market.

If a defect is found in a product after it is launched, it may be

recalled: customers may be asked to return the defective product

for checks.

A product that a company no longer wants to make available is

withdrawn from the market.

The equivalent nouns are shown on the left.

Translate into Russian:

• Dell has made its biggest product launch so far, with 18 new PCs to replace its current line.

• Rumors about the new product introductions have been pushing Compaq stock prices higher.

• The hypothesis is, that after the launch of a new product, its sales will tend to follow a pattern or cycle that features phases of introduction, growth, maturity and decline, resulting in death or withdrawal from the market.

Product combinations

Find combinations in the box that mean:

1) the products that a company has to offer, considered as a group (4 expressions)

2) the life of a product considered in terms of the phases from its development and launch to its withdrawal.

3) the way a product is designed to be perceived in relation to other products.

4) a company paying for its product to be used or seen in a film or TV programme.

		mix
	lifecycle		range
positioning		product		placement
	portfolio		line

208

Now match the two parts of these extracts.

1) Boeing is now expanding its product line with its first all-new aircraft for 12 years.

2) Mitre's product range includes soccer

3) British Aerospace said more than half its sales now come from
4) Be rearranging what each supplier cаn do on its network,

5) As product lifecycles shorten,

6) The entire multi-million dollar event has been designed to complement Pepsi Max's sporty

7) The Bond films were the first to realise the potential of product placement. 007 had more than a licence to kill.

a) the lifespan of some consumer electronics gadgets is now as short as six months

b) products that weren't included in its product portfolio as little as 2 years ago.

c) Nike can change its product mix almost overnight.

d) At present the company makes four models, the 737, 757, 767 and the $150 million 747.

e) And rugby balls and sports footwear.

f) The logo was a licence to print money, with spin-off merchandise ranging from James Bond pyjamas to eau-de-cologne.

g) Positioning as a low-calorie cola drink for youths wanting to "live life to the Max".

Cash cows and loss leaders

A product or business generating a lot of profit is a money spinner.

Technically, a cash cow is a profitable product or business with

high market share in a low-growth market, but it is also used to

mean any profitable product or business generating a steady flow of

sales revenues.

A loss leader is a product sold unprofitably in order to attract

customers who will then, it is hoped, be persuaded to buy profitable

ones.

Translate into Russian:

• Imperial is the classic Hanson cash-cow: a mature business, tied to British markets with low investment needs, retrenched by Hanson to a few lucrative brands pumping money to Hanson head office.

209

• In Britain, where the trade promotion system is not as complicated as in America, supermarkets sometimes sell top brands below cost as loss leaders, thereby angering manufacturers.

LOSS LEADER PACKAGE HOLIDAYS. Read this article about

loss leader selling techniques and re-arrange the sections into a logical

order

TRAVEL AGENTS WARNED OVER ADVERTS

a) Many late-booking holiday makers are being wooed into travel agencies by cut-price offers then given a hard sell to encourage them to book more expensive packages

b) "The problem is getting people through the doors. You can offer them a fortnight in Majorca for $69, then once they are inside, you point out all the drawbacks, such as that the hotels cannot be guaranteed, and sell them as many add-ons as possible,"

c) Local authority trading standards officers have contacted А ВТ А after complaints that travel agents have left offers in windows long after all holidays have been sold. Travel agents have been told to ensure that their advertising is fair and accurate.

d) Mike Grindrod, president of the Association of British Travel Agents (ABTA), said that to sell off thousands of unsold package holidays, travel agents were advertising loss leaders in their windows and then using trained staff to persuade holidaymakers to spend far more.

e) The loss leaders, however, are still appearing in shop windows. At Thomas Cook in High Holborn, central London, a 14-night Athens package, including hotel accommodation, was being offered for $269. "You won't know what hotel you're staying in until you arrive," the assistant said. "It may be better to look at Skiathos for $349 or Rhodes for $319." The ruse is clearly working, as many operators report that most August holidays have been sold with little discounting...

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Brand image

A brand of a product is a version of it made by one particular

manufacturer.

Consumers may or may not recognise or know about a particular

brand name or brand label. This knowledge, or lack of it, is measured in terms of brand recognition and brand awareness.

A product sold by a retailer under the retailer's name rather than

the manufacturer's is an own-brand product or own-label product.

Products that are not branded, not sold under a brand name, are

generic products or generics. This applies especially to pharmaceutical drugs.

Translate into Russian:

• Marketing programs are designed to enhance brand awareness and establish favorable, strong and unique brand associations in memory so that consumers purchase the product or service.

• Lever Brothers also advertises the micro system for two of their brands, Radion and Surf, and then there are the many own-brand products of major supermarkets.

•...a loss of public confidence in so-called generics — low-cost copies of brandname drugs whose patents have expired

Pricing

One of a company's concerns is, of course, deciding the price of its products in relation to each other and to competing products. This is known as pricing.

A product may be seen as expensive or cheap, but "expensive" may imply "too expensive" and "cheap" is often used to show disapproval of poor quality. A way of getting round this is to say that something is high-priced or low-priced.

Similarly, things may be mid-priced.

Translate into Russian:

• In formulating its pricing strategy for the Macintosh, Apple faced a
classic management dilemma.

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• The introduction of the lower-price d Cadillac Cimaron model is thought to have led to declines in image and sales for the entire Cadillac division.

• L’Оreal spends 4.9% of sales on R&D and has become good at transferring the benefits of research for its prestige brands, like Niosome, a
high-priced cream based on liposome technology, to its middle-market
but high-volume Plenitude brand.

The war for sales

A product may have an "official" list price, but this price may in. practice rarely be charged because of discounting by sellers who offer a lower price by giving a discount.

When prices are reduced, there are price cuts. When a business sells a product at a lower price than its competitors, it undercuts them.

Companies responding to each other's price cuts by repeatedly cutting prices engage in price wars.

When a foreign company is believed to be selling products at less than what it costs to make them, or at less than the price it charges ' in its home market, it is accused of dumping.

Translate into Russian:

• The American Communist party had sent Ho Chi Mihn a wrist watch, a good "Jules Jurgensen". Back in America, I asked a jeweller about this brand. He said, "It's the kind of thing you see in a catalogue. You know: $795 list price. Discount price $395. This week only $259."

• British Midland launched a new business class on March 28th with fares that undercut its rivals' prices by as much as 40%.

• The Commerce Department, upholding trade complaints filed by American Telephone and Telegraph, issued preliminary rulings that

manufacturers of business telephone systems in Japan, Taiwan and South Korea are " dumping " their products in the, US. Dumping is selling in the US at prices below the cost of production at the

homemarket prices.

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ТЕХ Т

Read the text and summarise the information

UNIT 14

THE ADVERTISING MANAGER AT WORK

Joanna Harvey, who got the job as Advertising Manager, has had plenty of time now to settle down. How is she handling her new job? Does she justify the faith placed in her by the management? In this episode she goes along to John Martin's office to have a word with him about the firm's publicity programme (including the stand at an office equipment exhibition), and also to discuss the new advertising campaign. Publicity is all about getting a company and its products known and talked about by the public. For example, Joanna's scheme to have a big launching party to unveil the new executive-type desk is a publicity stunt, that is, a way to get attention. She plans to invite a number of journalists to the launching ceremony of the new desk range. She hopes they will print photographs and give the desks a good write-up, write articles in their papers or magazines praising the goods. Harper & Grant are also going to rent a special area in an exhibition hall to display the new desk range, and some of their well-tried and well-known products as well. Joanna has already booked a site for this display stand through the exhibition organisers. She then has to find an exhibition contractor to build the stand. These are special firms who design and manufacture stands to suit their client's requirements. Sometimes these stands are pre-erected, that is, put up at the place of manufacture to show the client exactly how they will look in the exhibition hall. This entails getting the work done earlier, erecting the stand and assembling and fitting all the furnishings required, such as lights, carpets, curtains, etc., and the cost is therefore higher. Joanna has authorised expenditure for the quarter in excess of her budget, so she decides not to have the stand pre-erected, with nearly disastrous consequences. The contractors are working on a number of stands which they have to put up as soon as — the exhibition hall is available. There are very often last-minute hold-ups and difficulties, with the result that quite often an exhibition opens with the paint hardly dry on some of the stands and a lot of hammering still going on as the doors are opened to the public.

For her advertising programme, Joanna has an overall plan for the coming year showing exactly where she plans to spend the advertising budget, or money set aside for buying space in newspapers, magazines, or (for larger firms) buying time on television or on the cinema screen, in connection with launching the new desk range, Joanna has an idea for a teaser campaign to promote the product. This is a form of advertising in which a mystery is first created in the minds of the public, with the explanation, or complete advertisement, following later. Joanna planned to show a beautiful secretary in an ideal office, including everything except the desk, the desk she was actually selling.

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(In John Martin's office.)

JOHN MARTIN: Oh, hello, Joanna! Can you find somewhere to sit?

JOANNA HARVEY: Thanks. Now there are two things I'd like to tell you. Could we take the regular advertising programme first?

JOHN: O.K.

JOANNA: Well, I'm changing the style of our advertisements. I think the old slogan 'H. & G. is your guarantee' is a bit out of date now.

JOHN: I agree it's old-fashioned, but it's been part of our publicity for so long now that it's almost a household expression.

JOANNA: I think we should change it. We need to project a forward-looking image. You know, modern efficiency plus elegance and old-time product reliability.

JOHN: I certainly think that applies to the new desk range, but I'm not so sure about... we'll, the old 'steadies' like the 'Windermere' range, for instance. That's run for years, and its still selling well. That style of desk is still far from the end of its product life cycle.

JOANNA: If you think that, I won't change the slogan for that range. The advertising agency are all for keeping it, too.

JOHN: And we've got a lot of older customers who trust our reputation, so let's keep the new campaign for the new lines.

JOANNA: Right. Now we come to the new desk range, the 'Standfirm'. I'm very excited about this. It's a most attractive range.

JOHN: I think so too. We've got great hopes for it.

JOANNA: I've planned a teaser campaign. We'll run it for two months before the official launching, and that, as you know, is to be at the International Office Equipment Exhibition. Here are the suggested layouts. What do you think of this one?

JOHN: The girl is marvellous. But where are the desks?

JOANNA: That's the idea! Here's the perfect secretary, the ideal office: all the boss needs now is one of our magnificent 'Standfirm' desks to complete the picture. Details will be given later.

JOHN: Splendid! Now what about the direct mail shot?

JOANNA: We'll despatch that to two thousand potential customers. I think it should go out a few weeks before the exhibition.

JOHN: How's the exhibition stand coming along?

JOANNA: It's the first time we've taken a stand at this particular exhibition. I got hold of an exhibition contractor to design and build it for us. I've been down to the stand designers to see how they're getting on. From the drawings it's going to look very nice indeed.

JOHN: Are we going to sec it before the exhibition? I think we should see it assembled first, before it's delivered in pieces to the exhibition site. So many things can go wrong.

187

JOANNA: Well, I've already authorised expenditure for this quarter in excess of my budget, and the contractors charge an extra fee, so I'll take a chance on it.

JOHN: Right.

JOANNA: Now the next thing is... er... I think it's very important that we should have a launching ceremony here at the factory. I suggest we invite all the representatives of the trade press, as well as a number of other journalists, anyone, in fact, who might give us a write-up in

their paper.

JOHN: Why not ask H.G. to make a speech?

JOANNA: Good idea! We'll have the blue executive-type 'Standfirm' desk draped in purple cloth at one end of the Board Room. All H.G. will have to do is pull a cord...

JOHN:... exposing our beautiful new desk to an eager world!

JOANNA: Yes, that's it. And another desk like it will be on display on our stand at the exhibition, complete with leather blotter, telephone, inter-office communication system, the lot. Everything the ambitious executive dreams of sitting in front of,

JOHN: Just the job. Don't forget the real live pretty secretary standing by to answer questions on prices, and so on.

JOANNA: Oh, I won't forget that. I'll be interviewing some girls with exhibition experience tomorrow.

(On the site of the exhibition.)

PETER WILES: John! Are you there? Oh, hello, how's the stand going? I thought I'd come along to see if I could give you a hand. I heard from Sally that the contractors were behind schedule. Good Lord, what a mess!

JOHN: Isn't it frightful! Joanna telephoned me from this madhouse earlier this afternoon, and I came here at once. Apparently the stand contractors have got two carpenters away ill,

PETER: But it'll never be ready on time. The show opens tomorrow

morning.

JOHN: It's got to be ready somehow.

PETER: Where are the men who're supposed to be assembling the stand?

JOHN: Well, we've got Fred somewhere — ah, here he is. You've been working here since dawn, haven't you, Fred?

FRED: What? Oh, it's always like this with these exhibitions. I've been doing them all my life. There's always a last-minute panic.

PETER: Look, give me a hammer. Just let me take my coat off first, can knock those nails in, Fred, while you do something that requires skill. Only don't go on strike because I'm not a union man, there's a good chap!

FRED: Well, don't let the representative see you then.

PETER: Where's Joanna?

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JOHN:' She's gone to try and get some new lampshades for the wall lights. The ones she ordered haven't arrived. Oh, here she is.

JOANNA: Hello. I got my foot in the door just as the shop was closing and bought these. I think they'll do. How's it all going?

JOHN: Slowly. Do you realise that in a remarkably few hours' time you and I, Joanna, will be back on this stand getting our big smiles ready for the opening crowd?

JOANNA: Oh, don't remind me! At this moment I never want to hear the word exhibition ever again.