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Exercise 2. Прочитайте текст ( I-II) и озаглавьте каждую часть.
I
Marketing is more than just distributing goods from the manufacturer to the
final customer. It comprises all the stages between creation of the product and the
eventual sale. One of these stages is advertising. The stages are like links in a chain,
and the chain will break if one of the links is weak. Advertising is therefore as
important as every other stage or link, and each depends on the other for success.
The product or service itself, its naming, packaging, pricing and distribution,
are all reflected in advertising, which has been called the lifeblood of an organization.
Without advertising, the products or services cannot flow to the distributors or sellers
and on to the consumers or users.
Advertising belongs to the modern industrial world, and to those countries
which are developing and becoming industrialised. In the past when a shopkeeper or
stall-holder had only to show and shout his goods to a passers-by, advertising as we
know it today hardly existed.
The need for advertising developed with the
expansion of population and the growth of towns with their shops and large stores;
mass production in factories; roads and railways to convey goods; and popular
newspapers in which to advertise. The large quantities of goods being produced
were made known by means of advertising to unknown customers who lived far
from the place of manufacture.
Advertising grew with the development of media, such as
newspapers , and the arrival of advertising agencies nearly
200 years ago, mainly to handle government advertising.
If one looks at old pictures of horse buses
in, say, late nineteenth-century London one will see that they carry advertisements
for products famous today, a proof of the effectiveness of advertising. Thus the
modern world depends on advertising. Without it, producers and distributors would
be unable to sell, buyers would not know about products or services, and the modern
industrial world would collapse. If factory output is to be maintained profitably,
advertising must be powerful and continuous. Mass production requires mass
consumption which in turn requires advertising to the mass market through the mass
media

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