Lee aquí la
historia de la empresa en la cual vas a
trabajar durante 15 días.
Realiza todas las
actividades de cada día de trabajo y
consulta las respuestas.
tu examen final únicamente cuando hayas
completado las 15 lecciones de este curso.
In this first step, you will read carefully the presentation of this
unit (phrasal verbs have been highlighted in yellow). A full
glossary below will help you understand it better. To get
information in Spanish, just place the arrow of your mouse on any
highlighted word without clicking.
Joanna Harvey, who got the
job as Advertising Manager, has had plenty of time now
to settle down.
How is she handling her new job? Does she justify the faith placed
in her by the management? Today she goes along to John Martin's office
to have a word with him about the firm's publicity programme
stand at an office equipment
exhibition), and also to discuss the new advertising campaign.
Publicity is all about getting a company and its products known and
talked about by the public. For example, Joanna's scheme to have a
big launching party to unveil the new executive-type
desk is a
publicity stunt. She plans to
invite a number of journalists to the launching ceremony of the new
desk range. She hopes they will print photographs and give the desks
a good write-up,
write articles in their papers or magazines praising the goods.
Harper & Grant are also going to rent a special area in an exhibition
hall to display the new desk range, and some of their
products as well.Joanna has already
booked a site for this display
stand through the exhibition organisers. She then has to find an
exhibition contractor to build
These are special firms who design and manufacture stands to suit
their client's requirements. Sometimes these stands are
pre-erected. This entails getting
the work done earlier, erecting the stand and assembling and fitting
all the furnishings required, such as lights, carpets, curtains,
etc., and the cost is therefore higher. Joanna has authorised
expenditure for the quarter in excess of her budget, so she decides
not to have the stand pre-erected, with
nearly disastrous consequences.
The contractors are working on a number of stands which they have
to put up as
soon as the exhibition hall is available. There are very often
and difficulties, with the result that quite often an exhibition opens
with the paint hardly dry on some of the stands and a lot of
hammering still going on as the
doors are opened to the public.
For her advertising programme, Joanna has an overall plan for the
coming year showing exactly where she plans to spend the advertising
budget, or money set aside for buying space in newspapers,
magazines, or (for larger firms) buying time on television or on the
In connection with launching the new desk range, Joanna has an idea
teaser campaign to promote the
product. This is a form of advertising in which a mystery is first
created in the minds of the public, with the explanation, or
complete advertisement, following later. Joanna planned to show a
beautiful secretary in an ideal office, including everything except
the desk, the desk she was actually selling.
GLOSSARY: to settle down:
settled or established,
usually in a new position (establecerse, organizarse); stand:
the area occupied by a firm for display purposes at an exhibition
(local o puesto en una exposición);
publicity stunt: publicity to get
an article drawing attention to a product written by a
journalist and appearing in a newspaper or magazine
(crónica de prensa, crítica favorable);
well-tried: tested and proved useful or correct
to book: to make a reservation
(reservar un espacio);
sometimes called a "display contractor",
a firm which specialises in constructing stands for display purposes.
They also design illuminated moving display units, supply a
window-dressing service for shops, etc.
(contratista de exposiciones);
pre-erected: put up at the place of manufacture
to show the client exactly how they will look in the exhibition hall
(previamente armado para clientes);
to put up: to construct, build, or erect
last-minute: just before a deadline; at the last minute
(imprevistos de último momento);
hold-up: the act of delaying; inactivity resulting in something
being put off until a later time
(demora, interrupción de actividades);
hammering: noise of hammers being knocked
(martilleo, sonido de martillos siendo golpeados);
a series of advertisements which catch the eye but "tease" the reader
into wondering exactly what they are advertising. When the problem
is solved the whole puzzle is likely to leave a greater impression
than a straightforward advertisement
(campaña publicitaria seriada).
Listening for Gist
In this second step, you will listen through this conversation.
Don't worry about understanding every word they are saying. Now,
just relax, start listening to the audio file and try to understand
the general meaning.