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LESSON 1. Advertising as a career in the USA
(, ) 5
LESSON 2. Aggregate demand and aggregate supply
( ) . 10
LESSON 3. Planned economy
( ) . 15
LESSON 4. Market economy
( ) .. 19
LESSON 5. Economic Forces
( ) 24
LESSON 6. Finding a job
( ) .. 29
LESSON 7. Negotiating
( ) 34
LESSON 8. Doing business with the Japanese
( ) 39
LESSON 9. Management strategy: choices of a strategy
( : 㳿) 44
LESSON 10. Transportation of Goods
( ) 49
LESSON 11. Transacting
() .. 54
LESSON 12. English Bank
( ) 59
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LESSON 1
Task 1. Complete the text with the words in the box.
| 1. objectives | 5. suppliers | 9. designers | 13. support | 17. an advertising agency |
| 2. advertising managers | 6. media | 10. presentation and promotion | 14. film producers | 18. Competence |
| 3. skilled | 7. advertising program | 11. consumer psychology | 15. Careers | 19. the standard of living |
| 4. to produce knowledge | 8. free-market | 12. to stimulate | 16. a developer | 20. effective |
Advertising as a career in the USA
Advertising is any paid form of non-personal (10) of products, services or ideas by an identifiable individual or organization. It flourishes mainly in (8), profit-oriented countries. It is one of the most important factors in accelerating the distribution of the products and helping to raise (19). Advertising cannot turn a poor product or service into a good one. But what it can do and does is to create awareness about both old and new products and services. So three main (1) of advertising are:
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(1) (4) about the product or service;
(2) to create preference for it; and
(3) (12) thought and action about it.
(13) in advertising may involve working for advertisers, media, advertising, or (5) and special services. In opinion of American specialists, at most, only 35 colleges and universities in the USA have (20) programs of advertising education. Fewer than 10 offer any truly significant amount of graduate work in advertising. However, advertising draws people from a variety of educational backgrounds.
Advertisers. Most companies that advertise extensively have (2), to help brand managers. Because these people help to coordinate the company's (7) with its sales program and with the company's advertising agency, they must have attitudes for both advertising and management.
Media. All media use salesmen to sell advertising space or broadcasting time. Media salesmen must be knowledgeable about business and (3) in salesmanship.
Advertising agencies. A variety of specialists is required in (17) because it develops advertising programs, prepares advertisements, and places them in (6). Those interested in advertising research and fact gathering should know both statistics and (11).
(18) in media planning and evaluation is essential for a career in media. The media buyer must identify and determine the most effective media in which to expose the advertising messages, and purchase space or time in these media. Copywriting requires creative writing skills and ability to visualize ideas. The copywriter is (16) of advertising ideas and messages.
Supplies and special services. Positions similar to some of those already described are offered by the following services that (13) advertising: marketing research organizations, television and radio producers, (14), art studios, photographers, producers of display materials, and product and package (9).
