Vocabulary

Part II

to announce offer to afford worth to popularise to influence shopkeeper

to make known. something put up for sale. to spare money for an expense. of value. to make popular. to have an effect on. a keeper of a retail shop.

Explanations

Part III

Necessary (adj) – which has to be done; which must be. Necessary (n) (usually in the plural) means things necessary for living, e.g. food, clothing etc. Now compare the word essential with necessary. They are synonyms. However, the former means most important and indispensable (absolutely essential).

Is success essential to happiness?

Good health is essential for success in business.

When something is public (adj), it belongs to the people. It may even refer to a community or a nation.

Public works the building of roads, dams,

embankments – other engineering

operations (by government depart-

ments).

Public utilities organizations which supply services

and commodities, e.g. water, gas,

electricity, transport, communications

to the general public.

Public nuisance an act that is harmful to people

in general, e.g. causing excessive

noise.

To view (v) is to look at; to examine or to consider.

A viewer (n) is a person who watches a television programme.

Influence (n) is power to affect somebody’s character, beliefs or actions through example, fear, admiration etc.

Parents have influence over their children.

He used his influence to get the job.

An influential (adj) person is one who has influence, e.g. influential politicians.

To create (v) is to cause something to exist; make (something new or original).

Dickens created many wonderful characters in his novels.

His aim was to create a new nation.

Creation(n) is the act of creating something.

Economic conditions may be responsible for the creation of

social unrest.

It also refers to production of human intelligence, especially one in which imagination has a part, e.g. the creations of poets, artists, composers etc.

The women were wearing the newest creations of the Paris dressmakers.

Exercises

1. Answer the following questions.

1. Why is advertising on television worthwhile?

2. What do wise shopkeepers do?

3. What is a good advertisement?

4. From what can we get assistance in preparing an advertisement?

2. Give the meanings of the following words.

1. To announce. 2. To afford. 3. To influence. 4. Worth. 5. Offer (n).

3. Give the word that fits the description.

1. Which has to be done, which must be.

2. Belonging to the people.

3. To look at; to examine.

4. Power to affect somebody’s character, beliefs or actions through examples, fear etc.

5. To cause something to exist; to make something new or original.

Advertising as a Career in the USA

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 use 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.

Copywriting requires creative writing skills and the ability to visualize ideas. The copywriter is a developer of advertising ideas and messages

Layout, typography, and visualization are essential for those in art, both for print advertising and for television commercials. Print-production specialists must know about printing, photoengraving, and typography.

Experience in “show business” dramatics, photography, music, playwriting and allied fields are excellent backgrounds for the television producer.

Also, every agency needs the account executive to be a mediator between an advertiser and an agency who should have background in accounting and managerian skills.

Supplies and Special Services. Positions similar to some of those already described are offered by the following services that support advertising: marketing research organizations, television and radio producers, film producers, art studios, photographers, producers of display materials, typographers, photoengravers, and product and package designers.

Job Prospects. More than 0,1% of the US population work in advertising, but their number is expected to grow rapidly. Opportunities for rapid advancement are generally greater in advertising than in most other industries. How rapidly a person moves up in responsibilities and pay is based largely on his own efforts, more than on age or length of employment. For women, opportunities in advertising – at least in advertising agencies and in retailing – tend to be greater than in most other business enterprises.

In general the rate of pay is comparable to that of business executives and professional men, such as physicians and lawyers in the same community.

Effective advertisement design takes full advantage of the buyers’ four reading habits:

Attract the buyers when they scan Interest the buyers when they review Convince the buyers when they read Prompt the buyer to take action

Size Border Colour Illustration Logos Slogans Headlines Reliability Authorized Sales and Service Completeness of Service Convenience/Information Map Invitation Phrase

Lesson 8

The receptionist

Part I

A receptionist receives callers and answers the telephone. Hotels, shops and offices have found it useful to employ receptionists. The receptionist is frequently the first person to meet a visitor. She can create a favourable impression or an unfavourable one of the organization she works for. It is therefore important to have an intelligent and well trained receptionist. Although male receptionists are employed, the majority are females.

A receptionist will receive many enquiries about her company’s business. Some enquirers will telephone, others will come personally or write about their interest. She will deal with visitors calling in person. In some offices she may attend to the incoming mail as well. She will route letters to the appropriate members of the staff.

Receptionists often undergo training in the use of the telephone. Some receive training in public relations. They are expected to type and to keep simple records of enquiries and visitors. A receptionist should answer telephone calls politely and intelligently. She will greet the enquirer according to the time of the day and identify her office. The courteous receptionist will create the right mood for conversation and quickly decide what she has to do. It is necessary for her to have a general knowledge of the goods and services marketed by her company.

When a telephone call is received she will connect it after ascertaining the whereabouts of the person sought. He may not wish to take the call in which case she will have to use tact to deal with the enquirer. The receptionist will record messages for members of the staff who are out. As an essential link between the public and her company, she is a useful member of the staff. At times the receptionist has to work under pressure. She may have to answer many telephone calls. There may be complaints from angry customers. Even her employer or other members of the staff may become impatient with her if she is unable to contact someone they want to talk to.

The receptionist deserves consideration and support from her fellow-workers and employer. This will enable her to do her work efficiently.