Vocabulary

Part II

goods notice to create magazine loyal customer to benefit by word of mouth volume to complain to catch the eye hoarding mass media of information recommendation to secure window display to interfere rival

movable property. announcement. to bring into existence. a publication containing articles by different writers. faithful. a purchaser at a shop. to do good to. verbally. quantity. to say that one is not satisfied with something. to draw the attention of a person. a board fixed to a wall or other structures, used for advertisements. mass communications, e.g. television, radio, the pres words spoken favourably about a person or thing. to succeed in getting. goods arranged attractively in a shop window. to break in upon people’s affairs. a competitor.

Explanations

Part III

1. The word “means” is often used as a singular noun, as in the examples below. It reveals “a method or process by which a result may be achieved”.

He used all possible means.

She justified her action as a means to an end.

By means of means through or with the help of.

Express your thoughts by means of words.

By all means is another way of saying certainly.

By all means take a holiday.

By no means is another way of saying not at all.

This suit is by no means up to expectation.

2. To market (v) is to buy or sell.

Marketable (adj) is fit to be sold, as in marketable service. Marketing (n) is theory and practice of large-scale selling.

3. Demand (n) ordinarily means the desire for a thing. In economics its meaning is more exact. It is the quantity of something that will be bought at a certain price.

4. To educate (v) is to teach. It also means to provide with information or to develop taste or skill.

5. By word of mouth means orally.

Exercises

1. Answer the following questions.

1. What does advertising do?

2. In what way does advertising educate potential customers?

3. What will satisfied customers do?

4. What will customers do if the quality of the goods or services is poor?

5. What do advertising agencies do?

2. Give the meanings of the following words.

1. Notice (n). 2. To create. 3. Loyal. 4. Rival. 5. To secure.

3. Give the words that fit the descriptions.

1. Movable property. 2. A publication containing articles by different writers. 3. A purchaser at a shop. 4. To draw the attention of a person. 5. To break in upon people’s affairs.

Conversation about advertising

Part I

Mr Robin. Good morning, Mr Smith. Will you tell me something about

advertising?

Mr Smith. Yes, all that you want to know.

Mr Robin. What are the means used for advertising?

Mr Smith. Newspapers, magazines, television, radio and the cinema are

some of them.

Mr Robin. Is advertising necessary?

Mr Smith. It is essential.

Mr Robin. Why is it so important?

Mr Smith. Partly because it educates the public.

Mr Robin. What else does it do?

Mr Smith. It announces the goods and services a shop offers.

Mr Robin. Won’t people get to know a shop without advertisements?

Mr Smith. They will, but slowly.

Mr Robin. How else does advertising help?

Mr Smith. It will popularise the advertiser’s goods and create loyal

customers.

Mr Robin. Is it worth advertising on television?

Mr Smith. Certainly, if the advertiser can afford it.

Mr Robin. Why is it desirable?

Mr Smith. Thousands of viewers could be influenced by it.

Mr Robin. Doesn’t this happen when housewives recommend goods to

their friends.

Mr Smith. Yes, it does, but only in a small way.

Mr Robin. What is a good advertisement?

Mr Smith. It is one that catches the eye.

Mr Robin. How can such an advertisement be prepared?

Mr Smith. It can be done with the help of an advertising agency.

Mr Robin. Do you approve of advertising?

Mr Smith. Of course I do. It is vital to business.

Mr Robin. Don’t some people hold the view that it interferes with the

choice of customers?

Mr Smith. That may be so but it also increases the demand for goods.

Mr Robin. Will this not make people spend money beyond their means?

Mr Smith. Some will but I think most people are careful with their money.