Ενδεικτικές λύσεις των 9 φιλτραρισμένων ασκήσεων της ενότητας (σελ. 278-280): 4 ερωτήσεις κατανόησης (A. Questions) + 5 κλειστές ασκήσεις λεξιλογίου/γραμματικής και μία ερώτηση κρίσεως (B. Exercises).

Ερώτηση 1 (σελ. 279)

Ερώτηση: Why is the decision of investing money in advertising vital to the advertised brand?

Απάντηση:

Στο κείμενο (σελ. 278): «the long-term future of that brand depends on reassuring its consumers and convincing new buyers».

Σύνοψη: (ενδεικτική) Because the long-term future of the brand depends on reassuring its consumers and convincing new buyers.

Ερώτηση 2 (σελ. 279)

Ερώτηση: Who else does this decision concern? Why?

Απάντηση:

Στο κείμενο (σελ. 278): «The decision also happens to be important to media and to ad agencies. Without the financial muscle nothing else moves; no films, no print, no media booking, and ultimately no advertising business».

Σύνοψη: (ενδεικτική) It also concerns the media and the ad agencies, because without the financial muscle nothing else moves: no films, no print, no media booking and, ultimately, no advertising business.

Ερώτηση 3 (σελ. 279)

Ερώτηση: How can the marketing director defend the budget?

Απάντηση:

Στο κείμενο (σελ. 279): «Once you can estimate how future advertising will affect your consumers and their behaviour, you can defend the budget».

Σύνοψη: (ενδεικτική) By estimating how future advertising will affect the consumers and their behaviour. Then he may even argue for spending more, or show how spending less will affect profit.

Ερώτηση 4 (σελ. 279)

Ερώτηση: What is the hardest part of the job?

Απάντηση:

Στο κείμενο (σελ. 279): «The hardest part of the job is still to balance short and long-term returns».

Σύνοψη: (ενδεικτική) To balance short and long-term returns.

Άσκηση 1 (σελ. 279)

Ερώτηση: Find the words in the text which mean the following: a. A plan of how to spend money. b. put (money) in. c. propose. d. of primary importance. e. a particular kind of goods. f. is based on. g. a person who uses goods. h. persuading. i. calculate. j. money gained in business.

Απάντηση:

Κάθε ορισμός αντιστοιχεί σε μία λέξη του κειμένου της σελ. 278-279 (budget, invest, suggest, vital, brand, depend on, consumer, convince, estimate, profit).

Σύνοψη: a. budget. b. invest (in). c. suggest. d. vital. e. brand. f. depend on. g. consumer. h. convince(-ing). i. estimate. j. profit.

Άσκηση 2 (σελ. 279)

Ερώτηση: Put the adjectives in brackets in their proper form. a. One of (hard) ……. jobs for a marketing director is to agree with his colleagues about several matters. b. It took me a (long) ……. time to make the new advertisements. c. I advised her to spend (little) ……. money than what she used to. d. The (much) ……. I enter the business world, the (much) ……. I like it. e. He warned his secretary not to give the reporter any (far) ……. information.

Απάντηση:

a. «one of the ... jobs» → υπερθετικός βαθμός με άρθρο: the hardest. b. δεν υπάρχει σύγκριση στην πρόταση → θετικός βαθμός (long). c. «than» → συγκριτικός βαθμός: less. d. «the more..., the more...» → συγκριτικός βαθμός στις δύο προτάσεις. e. «further information» → συγκριτικός του far με τη σημασία «επιπλέον».

Σύνοψη: (ενδεικτική) a. the hardest. b. long. c. less. d. more, more. e. further.

Κριτήρια αξιολόγησης:

Στο (a) το κενό χρειάζεται και το άρθρο: «One of the hardest jobs». Στο (b) γίνεται δεκτό και το «longer», αν εννοείται σύγκριση (π.χ. με όσο χρόνο χρειαζόταν παλιότερα).

Άσκηση 3 (σελ. 280)

Ερώτηση: Put the verbs in brackets in their proper form. a. The writer of the present text ……. (advise) the marketing directors ……. (not sell) the advertising budget short. b. It's difficult for a manager ……. (agree) with his staff. c. Your success ……. (depend) on ……. (study) hard. d. You can ……. (save) money by ……. (cut) advertising. e. With new products, you have ……. (invest), but where mature products ……. (concern), things ……. (be) different.

Απάντηση:

a. advise + object + to-infinitive (αρνητικό: not to sell). b. difficult for + object + to-infinitive. c. depend on + gerund. d. save + by + gerund. e. have to + infinitive· «as far as ... is concerned» (πάγια έκφραση, ενεργητική/παθητική).

Σύνοψη: a. advises ... not to sell. b. to agree. c. depends ... on studying. d. save ... cutting. e. to invest ... are concerned ... are (different).

Άσκηση 4 (σελ. 280)

Ερώτηση: Complete the following table (Verb — Noun): agree — ……. · invest — ……. · suggest — ……. · ……. — consumer · ……. — decision · move — ……. · ……. — behaviour · argue — ……. · ……. — competition · ……. — return · ……. — product · concern — ……. .

Απάντηση:

Κάθε ζεύγος ρήματος/ουσιαστικού μοιράζεται την ίδια ρίζα (μερικές λέξεις είναι ίδιες και στους δύο τύπους: return, concern).

Σύνοψη: agree — agreement. invest — investment. suggest — suggestion. consume — consumer. decide — decision. move — movement. behave — behaviour. argue — argument. compete — competition. return — return. produce — product. concern — concern.

Άσκηση 5 (σελ. 280)

Ερώτηση: Do you think a marketing director should risk a large amount of money in order to advertise a new product? Support your opinion.

Απάντηση:

Στο κείμενο (σελ. 279): «With new products, everyone knows you have to invest, but as far as mature products are concerned the arguments are harder.» Απαντάμε με επιχειρήματα από το κείμενο.

Σύνοψη: (ενδεικτική) Indicative answer: Yes. With a new product, investing in advertising is almost necessary, because the public does not know it yet; as the text says, "with new products, everyone knows you have to invest". The risk is justified when the marketing director can estimate how the advertising will affect consumers and their behaviour, so that he can defend the budget. With mature products, on the other hand, the arguments for spending a lot are harder, because the brand is already established.

Κριτήρια αξιολόγησης: