Advertising

Advertising is any paid form of nonpersonal presentation

and promotion of products, services, or ideas by an identifiable individual or organization. It flourishes mainly in free-market, profit-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living. Advertising cannot turn a poor product or service into a good one, but what it can do — and does — is to create an awareness about both old and new products and services. So the three main objectives of advertising are: (1) to produce knowledge about the product or service; (2) to create preference for it; and (3) to stimulate thought and action about it.

Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services. In the opinion of American specialists, at most, only 35 colleges and universities in the USA have effective courses in 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 advertising managers, or brand managers. Since these people help to coordinate the company’s advertising program with its sales program and with the company’s advertising agency, they must have aptitudes for both advertising and management.

Media. All media uses salesmen to sell advertising space or broadcasting time. Media salesmen must be knowledgeable about business and skilled in salesmanship.

Advertising Agencies. A variety of specialists are required in an advertising agency because it develops advertising programs, prepares advertisements, and places them in the media. Those interested in advertising research and fact gathering should know both statistics and consumer psychology. Competence 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.

 

What Is International Trade?

When Honduras exports bananas to Switzerland, they can use the money they earn to import Swiss chocolate — or to pay for Kuwaiti oil or a vacation in Hawaii. The basic idea of international trade and investment is simple: each country produces goods or services that can be either consumed at home or exported to other countries.

The main difference between domestic trade and international trade is the use of foreign currencies to pay for the goods and services crossing international borders. Although global trade is often added up in U.S. dollars, the trading itself involves various currencies. Japanese videocassette recorders are paid for in German marks in Berlin,

German cars are paid for in U.S. dollars in Boston. Indian tea, Brazilian coffee, and American films are sold around the world in currencies as diverse as Turkish liras and Mexican pesos.

Whenever a country imports or exports goods and services, there is a resulting flow of funds: money returns to the exporting nation, and money flows out of the importing nation. Trade and investment is a two-way street, and with a minimum of trade barriers, international trade and investment usually makes everyone better off.

In an interlinked global economy, consumers are given the opportunity to buy the best products at the best prices. By opening up markets, a government allows its citizens to produce and export those things they are best at and to import the rest, choosing from whatever the world has to offer.

Some trade barriers will always exist as long as any two countries have different sets of laws. However, when a country decides to protect its economy by erecting artificial trade barriers, the result is often damaging to everyone, including those people whose barriers were meant to protect.

Foreign exchange

Like any other market, the foreign exchange market is affected by supply and demand. Taking the US and the UK as an example: an increased demand for UK exports may lead to the appreciation of the pound (£ / GBP), or in other words, the pound gets stronger against the dollar ($ / USD).

As the pound rises in value, however, the cost of UK exports also rises and they become more expensive for the Americans in buy. Demand is then lowered, which may lead to the depreciation of the pound against the dollar and the fluctuation starts again.

All foreign exchange transactions are recorded in a country’s balance of payments which may show a surplus or a deficit, depending on the level of currency being bought or sold to exchange for goods, services or other financial transactions. Market intervention occurs when a government or relevant monetary authority intervenes on behalf of a particular currency to influence its market rate.

 

Management Functions

Management plays a vital role in any business or organized activity. Management is composed of a team of managers who have charge of the organization at all levels. Their duties include making sure company objectives are met and seeing that the business operates efficiently. Regardless of the specific job, most managers perform four basic functions. These management functions are planning, organizing, directing, and controlling.

Planning involves determining overall company objectives and deciding how these goals can best be achieved. Managers evaluate alternative plans before choosing a specific course of action and then check to see that the chosen plan fits into the objectives es­tablished at higher organizational levels. Planning is listed as the first management function because the others depend on it. However, even as managers move on to perform other managerial functions, planning continues as goals and alternatives are further evaluated and revised.

Organizing, the second management function, is the process of putting the plan into action. This involves allocating resources, especially human resources, so that the overall objectives can be attained. In this phase managers decide on the positions to be created and determine the associated duties and responsibilities. Staffing, choosing the right person for the right job, may also be included as part of the organizing function.

Third is the day-to-day direction and supervision of employees. In directing, managers guide, teach, and motivate workers so that they reach their potential abilities and at the same time achieve the company goals that were established in the planning process.

Effective direction, or supervision, by managers requires ongoing communication with employees.

In the last management function, controlling, managers evaluate how well company objectives are being met. In order to complete this evaluation, managers must look at the objectives established in the planning phase and at how well the tasks assigned in the directing phase are being completed. If major problems exist and goals are not being achieved, then changes need to be made in the company’s organizational or managerial structure. In making changes, managers might have to go back and replan, reorganize, and redirect.

In order to adequately and efficiently perform these management functions, managers need interpersonal, organizational, and technical skills. Although all four functions are managerial duties, the importance Of each may vary depending on the situation. Effective managers meet the objectives of the company through a successful combination of planning, organizing, directing, and controlling.

 

There are several reasons why many new businesses fail. First of all there has been general recession. Then there’s the question of labour relations. What is officially called «industrial action», which actually means strikes contributed to the rapid disappearance of man} little enterprises. But it is more than likely that what really accounts for most of the failures is simply bad management.

Let’s look at some of the ways in which a business may be badly managed. First, many new businesses are undercapitalized, that is there isn’t enough money available to them to give them a real chance to succeed. Those enterprises which are undercapitalized are sure to be in trouble. Therefore, never attempt to start a new venture if you haven’t got enough capital.

Second, many new businesses fail because they are in the wrong place or their premises are unsuitable; they operate inefficiently, because they haven’t got enough room or appropriate facilities. So, don’t hurry to settle on premises which turn out to be unsuitable.

Third, some ambitious new businesses spend too much of their capital on presenting a glossy image, expensive office furniture and fittings which do not contribute anything to meeting the expenses.

Fourth, far too many businesses fail because their managers do not carry out the necessary research of the market to make sure that their product is in demand and needed by the people. Therefore, always research the market before you decide to enter it.

There are a lot of other factors to be taken into account: installing the right equipment, hiring a suitable workforce, ensuring a supply of raw materials on term you can afford; controlling production, keeping a close check on prices and customer credit.

 

A business may be privately owned in three different forms. These forms are a sole proprietorship, a partnership and a corporation. A sole proprietorship, is the most common in many western countries. For example, more than 80 per cent of all businesses in the United States are sole proprietorships.

But it is evident that sole proprietorships do not do the greatest volume of business. They account for only 16 percent of all business receipts, for example, in the USA. What kind of business is likely to be a sole proprietorship? First of all, service industries such as laundromats, beauty shops, different repair shops, restaurants. A partnership is an association of two or more persons to carry on a business for profit. When the owners of the partnership have unlimited liability they are called general partners. If partners have limited liability they are «limited partners». There may be a silent partner as well — a person who is known to the public as a member of the firm but without authority in management. The reverse of the silent partner is a secret partner — a person who takes part in management but who is not known to the public.

Any business may have the form of the partnership, for example, in such professional fields as medicine, law, accounting, insurance and stockbrokerage. Limited partnerships are a common form of ownership in real estate, oil prospecting, quarrying industries, etc.

Partnerships have more advantages than sole proprietorships if one needs a big capital or diversified management. Like sole proprietorships they are easy to form and often get tax benefits from the government.

Partnerships have certain disadvantages too. One is unlimited liability. It means that each partner is responsible for all debts and is legally responsible, for the whole business. Another disadvantage is that partners may disagree with each other.

A business corporation is an institution established for the purpose of making profit. It is operated by individuals. Their shares of ownership are represented by stock certificates. A perspn who owns a stock certificate is called a stock-holder.

There are several advantages of the corporate form of ownership.

The first is the ability to attract financial resources. The next advantage is the corporation attracts a large amount of capital it can invest it in plants, equipment and research. And the third advantage is that a corporation can offer higher salaries and thus attract talented managers and specialists.

The privately owned business corporation is one type of corporation. There are some other types too. Educational, religious, charitable institutions can also incorporate. Usually such corporation does not issue stocks and is nonprofit. If there is a profit it is reinvested in the institution rather than distributed to private stockholders.

In some western countries, cities, states, federal government and special agencies can establish governmental corporations. A few examples of these governmental corporations are state universities, state hospitals and city owned utilities. Governmental corporations are non-profit as a rule and usually they do not issue stock certificates.

 

7.Recruitment

There are many ways in which an organization can recruit per-sonngl. Posting a list of vacancies on the company notice-board or publishing it in employee magazines is fairly common and gives current employees the opportunity of applying for a position. Similarly, a subordinate may be referred for a position by his or her superior.

Another means of recruiting internally is to search in the organization’s existing files. Some companies have a data base of their employees’ skills and special interests. Reviewing these files periodically may reveal employees who are well-suited to a par­ticular position.

Although recruiting people within the organization can have many advantages, it does have its limitations. If companies wish to be dynamic it is essential to inject new blood from time to time. Similarly, existing employees may not have the necessary skills that the position requires. Consequently, it is often necessary to recruit people from outside the organisation.

Advertising is a commonly used technique for recruiting people from outside. The advertising medium should be chosen according to the type of public the organization is aiming at. If a highly specialized person is required, a speciality publication such as a trade magazine may be most appropriate. National newspapers a*nd magazines sometimes carry a Senior Appointments section-for specialized personnel. Many national and local newspapers have a General Appointments section, or a Classified Ads section for less specialized personnel. Radio and television advertising of vacancies is relatively underdeveloped in most countries.

Employment agencies may be another source of recruitment. State-backed agencies compete with private agencies in many countries. In general, private agencies charge a fee whereas public sector agencies offer their services free of charge. Another difference is that private agencies tend to offer more specific services; for example, they may specialize in a particular area of recruitment such as temporary secretaries, middle managers or senior executives. They may also include search services, otherwise known as headhunting, or provide management consulting.

Current employees are sometimes encouraged to refer friends, family and ex-colleagues to fill a particular vacancy. This is particularly true in occupations such as nursing where there is a shortage of trained people.

Other valuable sources of recruitment may be university campuses, trade unions, professional organizations and unsolicited applications.

 

Why Finance?

One of the primary considerations when going into business is money. Without sufficient funds a company cannot begin operations. The money needed to start and continue operating a business is known as capital. A new business needs capital not only for ongoing expenses but also for purchasing necessary assets. These assets — inventories, equipment, buildings, and property — represent an investment of capital in the new business.

How this new company obtains and uses money will, in large measure, determine its success. The process of managing this acquired capital is known as financial management. In general, finance is securing and utilizing capital to start up, operate, and expand a company.

To start up or begin business, a company needs funds to pui-chase essential assets, support research and development, and buy materials for production. Capital is also needed for salaries, credit extension to customers, advertising, insurance, and many other day-to-day operations. In addition, financing is essential for growth and expansion of a company. Because of competition in the market, capital needs to be invested in developing new product lines and production techniques and in acquiring assets for future expansion.

In financing business operations and expansion, a business uses both short-term and long-term capital. A company, much like an individual, utilizes short-term capital to pay for items that last a relatively short period of time. An individual uses credit cards or charge accounts for items such as clothing or food, while a company seeks short-term financing for salaries and office expenses. -On the other hand, an individual uses long-term capital such as a bank loan to pay for a home or car — goods that will last a long time. Similarly, a company seeks long-term financing to pay for new assets that are expected to last many years.

When a company obtains capital from external sources, the financing can be either on a short-term or a long-term arrangement. Generally, short-term financing must be repaid in less than one year, while long-term financing can be repaid over a longer period of time.

finance, involves the securing of funds for all phases of busi-ness operations. In obtaining and using this capital, the decisions made by managers affect the overall financial success of a company.

 

The Balance Sheet

Financial statements are the final product of the accounting process. They provide information on the financial condition of a company. The balance sheet, one type of financial statement, provides a summary of what a company owns and what it owes on one particular day.

Assets represent everything of value that is owned by a business, such as property, equipment and accounts receivable. On the other hand, liabilities are the debts owed by a company — for example, to suppliers and banks. If liabilities are subtracted from assets (assets — liabilities), the amount remaining is the owners’ share of a business. This is known as owners’ or stockholders’ equity.

One key to understanding the accounting transactions of a business is to understand the relationship of its assets, liabilities, and owners’ equity. This is often represented by the fundamental accounting equation: assets equal liabilities plus owners’ equity.

Assets = Liabilities + Owners’ Equity

These three factors are expressed in monetary terms and therefore are limited to items that can be given a monetary value. The accounting equation always remains in balance; in other words, one side must equal the other.

The balance sheet expands the accounting equation by providing more information about the assets, liabilities, and owners’ equity of a company at a specific time (for example, on December 31, 1999). It is made up of two parts. The first part lists the company assets, and the second part details liabilities and owners’ equity. Assets are divided into current and fixed assets. Cash, accounts receivable, and inventories are all current assets. Prop­erty, buildings, and equipment make up the fixed assets of a company. The liabilities section of the balance sheet is often divided into current liabilities (such as accounts payable and income taxes payable) and long-terra liabilities (such as bonds and long-term

The balance sheet provides a financial picture of a company on a particular date, and for this reason it is useful in two important areas. Internally, the balance sheet provides managers with financial information for company decision-making. Externally, it gives potential investors data for evaluation of the company’s financial position.

 

The Four Ps.

Buying, selling, market research, transportation, storage, advertising — these are all a part of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company’s objectives. Marketing can be divided into four main elements that are popularly known as the four Ps: product, price, placement, and promotion. Each one plays a vital role in the success or failure of the marketing operation.

The product element of marketing refers to the gocki or service that a company wants to sell. This often involves research and development (R&D) of a new product, research of the potential market, testing of the product to insure quality, and then introduction to the market.

A company next considers the price to charge for its product. There are three pricing options the company may take: above, with, or below the prices that its competitors are charging. For example, if the average price of a pair of women’s leather shoes is $27, a company that charges $23 has priced below the market;

a company that charges $27 has priced with the market; and a company that charges $33 has priced above the market. Most companies price with the market and sell their goods or services for average prices established by major producers in the industry. The producers who establish these prices are known as price leaders.

The third element of the marketing process — placement — involves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is: manufacturer — >wholesaler—> retailer—> customer.

Wholesalers generally sell large quantities of a product to retailers, and retailers usually sell smaller quantities to customers.

Finally, communication about the product takes place between a buyer and a seller.

This communication between a buyer and a seller is known as promotion. There are two major ways promotion occurs: through personal selling, as in a department store; and through advertising, as in a newspaper or a magazine.

The four elements of marketing — product, price placement, and promotion — work together to develop a successful marketing operation that satisfies customers and achieves the company’s objectives.

 

Контрольная работа по английскому языку.

Заполните таблицу во всех временах и аспектах с глаго­лами … в 1-м лице единственного числа.

То get, to help, to do, to catch

 

	Indefinite	Continuous	Perfect	Perf.-Continuous
Present	Get, help, do, catch, am got, am helped, am done, am caught	Am getting, am helping, am doing, am catching, am being got, am being helped, am being done, am being caught	Have got, have helped, have done, have caught, have been got, have been helped, have been done, have been caught	Have been getting, have been helping, have been doing, have been catching
Past	Got, helped, did, caught, was got, was helped, was caught, was done	Was getting, was helping, was doing, was catching, was being got, was being helped, was being done, was being caught	Had got, had helped, had done, had caught, had been got, had been helped, had been done, had been caught	Had been getting, had been helping, had been doing, had been catching,
Future	Shall get, shall help, shall do, shall catch, shall be got, shall be helped, shall be caught, shall be done	Shall be getting, shall be helping, shall be doing, shall be catching	Shall have got, shall have helped, shall have done, shall have caught, shall have been got, shall have been done, shall have been helped, shall have been caught	Shall have been getting, shall have been helping, shall have been doing, shall have been catching

 

Раскройте скобки, ставя глаголы в соответствующем времени, действительного залога.

I am an economist.

My father is not a manager.

Are they pupils?

She often reads books in the evening.

When does she usually go for a walk?
I am not writing a letter now.

He was a student 20 years ago.

Were they ill yesterday?

9.I went to bed at 10 o’clock yesterday.

When did he come home last Friday?

We have already done our homework. Now we can go for a walk.

My did not watch TV at 7 o’clock two days ago.
I shall be a manager when I graduate from the University.

When I come home tomorrow, all my family was not at

They will play tennis tomorrow.

Will you have packed your luggage by 6 o’clock next Monday?

She will not cook dinner at 6 o’clock the day after tomorrow.

Раскройте скобки, ставя глагол в соответствующем вре­мени страдательного залога.

Bread is eaten every day.

The clock is being repaired now.

The whole text will be translated by 5 o’clock.

Potatoes were bought yesterday.

Tennis was being played from 4 till 5 two days ago.

6 .The work has just been finished.

My homework had been done by the time when mother came home.

The letter will be written tomorrow.

This play will be staged by the beginning of the next season.

Заполните пропуски подходящими по смыслу модальными глаголами: must, to have to, to be to, need, should, can, to be able to, may, to be allowed to.

His sister can speak German fluently.

May I try on your hat?

Is he to solve the problem?

They are allowed to go to the cinema.

The furniture is really beautiful, but it can be very expensive.

School starts at 8, so she has to get up at 7 a. m.

The train is to arrive at 10 p.m.

You should have studied the material!

Don’t forget to bring me the journal, I need it for my report.

Заполните пропуски   соответствующими   артиклями, определенным, неопределенным, нулевым.

If you happen to be in the centre, drop in at one of the big stores.

The book you gave me yesterday is very interesting.

January is the first month of the year.

This is a

These are lamps.

Byron is a poet and Scott is a novelist.
Cow gives milk.

Washington is the capital of the USA.

Europe and Asia make one continent.

Summer is my favorite season.

Образуйте степени сравнения прилагательных.

Green – greener – the greenest

polite – politer – the politest

beautiful – more beautiful – the most beautiful

good – better –the best

warm – warmer – the warmest

funny – funnier – the funniest

wonderful – more wonderful – the most wonderful

bad – worse – the worst

clever – cleverer – the cleverest

little – less – the least

 

Письменный перевод одного из десяти текстов на русский язык. ( Выбрать из

текстов для краткого пересказа на зачете)

 

 

 

Advertising

Advertising is any paid form of nonperson presentation and promotion of products, services, or ideas by an identifiable individual or organization. It flourishes mainly in free-market, profit-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living.

Реклама является любой оплачиваемой неличной формой презентации и продвижения продукции, услуг, или идей человеком или организацией. В основном она развита на свободном рынке, в странах, ориентированных на прибыль. Это один из самых важных факторов в увеличении продажи товаров, который способствует повышению уровня жизни.

Advertising cannot turn a poor product or service into a good one, but what it can do — and does — is to create an awareness about both old and new products and services. So the three main objectives of advertising are: (1) to produce knowledge about the product or service; (2) to create preference for it; and (3) to stimulate thought and action about it.

Реклама не может превратить плохой товар или услугу в хороший, но что она может сделать – и делает – осведомляет о старых и новых услугах и товарах. Итак, существует три основные цели рекламы:

Получение знаний о товаре или услуге

Создание предпочтений для него

Стимулирование мыслей и действий по этому поводу

Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services. In the opinion of American specialists, at most, only 35 colleges and universities in the USA have effective courses in advertising education.

Карьера в рекламе может включать работу для рекламодателей, СМИ, рекламных агентств, или поставщиков и спецслужб. По мнению американских специалистов, по крайней мере, всего лишь 35 колледжей и университетов в США имеют эффективные курсы для подготовки специалистов области рекламы.

Fewer than 10 offer any truly significant amount of graduate work in advertising. However, advertising draws people from a variety of educational backgrounds.

Менее 10 предлагают действительно значительный объем дипломной работы в рекламе. Тем не менее, реклама привлекает людей из различных образовательных сфер.

Advertisers. Most companies that advertise extensively have advertising managers, or brand managers. Since these people help to coordinate the company’s advertising program with its sales program and with the company’s advertising agency, they must have aptitudes for both advertising and management.

РЕКЛАМОДАТЕЛЕЙ. Большинство компаний, которые широко рекламируют, имеют менеджеров по рекламе или бренд-менеджеров. Так как эти люди помогают координировать рекламную программу компании со своей программой продаж и с рекламным агентством компании, то они должны уметь как рекламировать, так и управлять .

Media. All media uses salesmen to sell advertising space or broadcasting time. Media salesmen must be knowledgeable about business and skilled in salesmanship.

СМИ. Все СМИ используют продавцов для продажи рекламных площадей и эфирного времени. Медиа-продавцы должны быть хорошо осведомлены в бизнесе и уметь продавать.

Advertising Agencies. A variety of specialists are required in an advertising agency because it develops advertising programs, prepares advertisements, and places them in the media. Those interested in advertising research and fact gathering should know both statistics and consumer psychology.

РЕКЛАМНЫЕ АГЕНТСТВА. В рекламное агентство требуются различные специалисты, поскольку оно занимается разработкой рекламных программ, готовит рекламную продукцию, и размещает их в СМИ. Лица, заинтересованные в в исследовании рекламы и сборе фактов, должны знать как статистику, так и психологию потребителя.

Competence 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.

Компетентность в медиа-планировании и оценке имеет важное значение для карьеры в СМИ. Покупатель СМИ должен выявиь и определить самый эффективный вид СМИ, в котором разместить рекламные сообщения, а также приобретать пространство или время в этих видах СМИ.