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ognized version of what we know as advertising was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that advertising was commonplace.

However, today the advertiser has a vast array of choices. The Internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more.

Fortunately, every single tactic available to the advertiser falls into one of the following buckets. Although a few of these are relatively new to the field, most go way back to the very beginnings of modern advertising.

Print Advertising. If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.

Broadcast Advertising. A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.

Outdoor Advertising. Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.

Product Placement Advertising. In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.

Cell Phone & Mobile Advertising. A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.

Online Advertising. If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet.

Public Service Advertising. Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.

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2.Прочитайте текст еще раз. Перепишите утверждения, данные ниже, и укажите, являются ли они верными или неверными (True or False). Подтвердите свое мнение цитатами из текста.

a)The author denies the fact that the earliest version of advertising was done on papyrus by the Egyptians.

b)Direct mail is an example of print advertising.

c)Outdoor advertising has, until recently, been the most dominant way to reach a large number of consumers.

d)―OOH‖ means ―out-of-home‖.

e)Public service advertisements are primarily designed to sell a product or service.

3.Заполните пропуски в предложениях одним из слов, предложенных ниже. Перепишите полные предложения и переведите их на русский язык.

are spread, advertisements, suggested, provides, available, banners, considered, in a nutshell, via, primarily

a)This booklet …useful information about local services.

b)She scanned the job … in the paper.

c)The demonstrators walked along the street, waving …and shouting angrily.

d)Our autumn catalogue is now … from our usual stockists.

e)The redundancies …across the clothing, banking and building industries.

f)Reports are coming in …satellite.

g)They were wondering where to hold the office party and I… the

Italian restaurant near the station.

h)Well, to put it …, we're lost.

i)We're … concerned with keeping expenditure down.

j)Don't make any decisions before you've …the matter.

4.Переведите предложения на русский язык, обращая внимание на функции инфинитива.

a)To know all is to forgive all.

b)You are always the first to arrive.

c)I should come and see him off as live not so far away.

d)Some people find it difficult to speak in public.

e)The book to be read can be bought in any bookshop.

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5.Переведите предложения на русский язык, обращая внимание на формы и функции герундия.

a)We are proud of having been his colleagues.

b)Looking at the computer screen for a long time is very harmful for eyes.

c)My boss insists on my staying there.

d)He sat without answering.

e)She entered the office without being noticed.

6.Переведите предложения на русский язык, обращая внимание на формы и функции причастия.

a)He set in the arm-chair thinking.

b)Having shaken hands with them we continued our way.

c)The questions put to the professor were important.

d)Having received his letter they left for London.

e)While waiting for them I was reading this newspaper.

7.Переведите предложения на русский язык, обращая внимание на типы условных предложений.

a)If you want, I‘ll tell Jagger that we need time to think it over.

b)When he hears that, he'll be a bit impatient.

c)If I spoke Japanese as well as you do, I'd try to find a job with one of the Japanese banks.

d)If you invested some time into learning how the Internet works, you'd find that it could really help you in your job.

e)If you took the train, you wouldn't be so tired when you arrived.

Вариант 9

1. Прочитайте и переведите письменно текст.

6 SIMPLE MARKETING STRATEGIES TO INCREASE YOUR

BUSINESS

Marketing is the most common problem that people running or starting small businesses ask me about. Typically, they say something like, "I've placed some ads but they just don't seem to be doing anything." – in other words, not bringing them the customers, clients or sales they desire.

Marketing is More Than Advertising. But marketing and advertising are not synonymous and 'placing a few ads' is never going to draw

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the kind of business a small business needs to be successful. Marketing is a process, not an event. It involves planning marketing goals and implementing (often a series of) marketing strategies to achieve them.

Now that doesn't mean marketing has to be a complicated process. But it does mean you have to know what you want to achieve and get out there and work at it. Here are six simple marketing strategies you can use to increase your customers and sales.

1)Offer some free classes/workshops related to your products and/or services - in your home, in a rented venue or through a local education institution. Target specific audiences or events, if appropriate.

2)Join local business organizations and networking groups. Many, such as home-based business groups, are inexpensive to join. And the marketing benefits are huge. Once they get to know you and what you do, the other business people in your group will mention your business to others and may even give you referrals.

3)Create or become front and center in a charitable event. You can get huge amounts of press for events like this – which can translate into new customers.

4)Create your own blog - and use it to build an audience of people who would be interested in your products and/or services. Creating a blog is easier than creating a website - and savvier too. You'll start connecting with other bloggers, business people and potential customers.

5)Join and use Twitter. If you have time to get to know and use a variety of social media, do. But if you only have time for one, Twitter is my pick of all the social media out there because it's so quick and easy to use.

6)Ask for referrals - If you operate a service-based business, you

know that I have saved the best for last here, because asking for referrals is the easiest and least time-consuming of all the marketing strategies in this article.

Don't get me wrong; there's nothing wrong with advertising. It's just that in most cases it won't be not effective marketing unless it's part of a coordinated marketing plan. Think of marketing as a rope and advertising as one strand of the rope. How strong is a one strand rope going to be?

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2.Прочитайте текст еще раз. Перепишите утверждения, данные ниже, и укажите, являются ли они верными или неверными (True or False). Подтвердите свое мнение цитатами из текста.

a)Marketing is an event, not a process.

b)One can offer free classes in a local education institution.

c)If you join local business organization and networking groups, marketing benefits will be huge.

d)Creating a website is easier than creating a blog.

e)Asking for referrals is the most difficult marketing strategy.

3.Заполните пропуски в предложениях одним из слов или словосочетаний, предложенных ниже. Перепишите полные предложения и переведите их на русский язык.

increased, complicated, charities, to relate, benefits, marketing, small business, advertisers, inexpensive, venue

a)Our… people have come up with a great idea for the launch of the new model.

b)Whilst claiming to promote positive images of women,…are in fact doing the very opposite.

c)I had to fill in this really…form.

d)One of the many…of foreign travel is learning how to cope with the unexpected.

e)It's an …perfume.

f)Proceeds from the sale of these cards will go to local….

g)The hotel is an ideal…for conferences and business meetings.

h)The cost of the project has…dramatically since it began.

i)The tax changes will bring immediate benefits for….

j)Researchers are trying …low exam results to large class sizes.

4.Переведите предложения на русский язык, обращая внимание на функции инфинитива.

a)I am glad to have met you.

b)Jane remembered to have been told a lot about Mr Rochester.

c)Nature has many secrets to be discovered yet.

d)He was told to meet the delegates and take them to the hotel.

e)Which is more pleasant: to give or to be given presents?

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5.Переведите предложения на русский язык, обращая внимание на формы и функции герундия.

a)She is angry at having been sent for.

b)I can‘t remember having seen him before.

c)I don‘t mind your going at all but you‘d better see if your father has any objections.

d)If you can‘t give up smoking, at least you could cut down a bit.

e)Have you considered borrowing money from the bank as a way of financing your holiday?

6.Переведите предложения на русский язык, обращая внимание на формы и функции причастия.

a)Writing the letter he thought about the urgent order.

b)Having made the report Tom left the room.

c)This is the warehouse built many years ago.

d)The hall was full of smoking people.

e)The house being built in our street is a new supermarket.

7.Переведите предложения на русский язык, обращая внимание на типы условных предложений.

a)I wouldn't have met up with John if I'd stayed at home.

b)I'm sure that if I talk to him sweetly enough he'll hold on and not look elsewhere.

c)If you spent more time on your own problems and a bit less on mine, we'd both benefit.

d)If I met her again, I would be really angry with her.

e)If I were you, I wouldn't tell anybody about this.

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you have one, or can at least use as references for new potential customers.

4) Stay proactive and keep gathering customer service ideas.

Listen to your customers and find out what kind of special customer service they want. You can do this formally, by creating a customer satisfaction feedback form that you enclose with every sale or post on your website, or informally, by asking them for their customer service ideas when they're in your store or office. Shiny customer service is service that‘s responsive to customers' needs.

Customers are tired of dealing with retailers that ignore customer service or only pretend to have it, and as always, they‘re voting with their dollars. Shiny customer Service will draw customers to your product or service, rather than a competitors', and bring them back in droves.

2.Прочитайте текст еще раз. Перепишите утверждения, данные ниже, и укажите, являются ли они верными или неверными (True or False). Подтвердите свое мнение цитатами из текста.

a)An entrepreneur shouldn‘t study the competition.

b)An entrepreneur should choose many shiny customer service ideas.

c)An entrepreneur should stay proactive.

d)Shiny customer service is responsive to consumers‘ needs.

e)Customers don‘t want to deal with retailers that ignore customer service.

3.Заполните пропуски в предложениях одним из слов, предложенных ниже. Перепишите полные предложения и переведите их на русский язык.

Guarantee, ensure, satisfied, feasibility, competition, dealing, retailer, consumers, implemented, proactive

a)The new telephone rates will affect all … including businesses.

b)The airline is taking steps to …safety on its aircraft.

c)The two companies are in …with each other.

d)We're looking at the …of building a shopping centre there.

e)The system costs £99.95 including postage, packing and a 12month….

f)The changes to the national health system will be… next year.

g)This company is a big electronics ….

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h)Some people are never …!

i)Companies are going to have to be more …about environmental management.

j)She's used to … with difficult customers.

4.Переведите предложения на русский язык, обращая внимание на функции инфинитива.

a)This is the document to be translated in two weeks.

b)Sorry not to have noticed you.

c)The children were delighted to have been brought to the circus.

d)Here is the matter to be solved as soon as possible.

e)The only way of getting the best of an argument is to avoid it.

5.Переведите предложения на русский язык, обращая внимание на формы и функции герундия.

f)It's obvious he's only interested in making money.

g)Bob sent a report to the Chairman instead of attending the meeting.

h)She doesn't mind working the night shift.

i)Please, forgive me for interrupting you. It was so rude.

j)Let me begin by telling you something about our company's history.

6.Переведите предложения на русский язык, обращая внимание на формы и функции причастия.

a)Having answered all the questions he began drinking coffee.

b)We are interested in goods produced by this factory.

c)Do you like the magazine being discussed?

d)Having finished the discussion we went for a walk.

e)Being ill she couldn‘t go to work.

7.Переведите предложения на русский язык, обращая внимание на типы условных предложений.

a)I'd have bought the bigger model if I'd been able to afford it.

b)I'll tell you all about it if you have the time.

c)You can't be good at sports if you smoke a lot.

d)I would have gone to the cocktail party if I hadn't had too much work on.

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e)If I see you standing around the coffee machine talking again, you'll be in big trouble.

Вариант 11

1. Прочитайте и переведите письменно текст.

TOURISM BUSINESS AS THE WORLD’S LARGEST INDUSTRY AND

EMPLOYER

Tourism may be defined as the science, art and business of attracting and transporting people, accommodating them, and catering to their needs and wants. Wealthy people have always traveled to distant parts of the world, to see great buildings, works of art, learn new languages, experience new cultures and to taste different cuisines.

As an industry, tourism is a dynamic, evolving, consumer-driven force. It is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people who "travel to and stay in places outside their usual environment for more than twentyfour hours and not more than one year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited". Tourism has become a popular global leisure activity.

Tourism is the world‘s largest industry, with approximately USD 3.5 trillion in gross output. It is the employer of 183 million people. This represents 10.2 per cent of the global workforce. By employing one out of every ten workers, travel and tourism is the world‘s largest employer.

As an industry, tourism is expected to grow much faster than other sectors, about twice as fast as world GNP, especially international travel. Growing so rapidly, tourism presents both tremendous opportunities and challenges. Although a mature industry, tourism is a young profession. The good news is the variety of exciting career prospects for today‘s hospitality and tourism graduates.

In addition to their original expenditures, tourists produce secondary impacts on local economy. When a tourist spends money to travel, to stay in a hotel, or to eat in a restaurant, that money is recycled by these businesses to purchase more goods, thereby generating further use of the money. In addition, employees of businesses who serve tourists spend a higher proportion of their money locally on various goods and services. This chain reaction continues until there is a leakage, meaning

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