Name:
Date: 15 March 2023
Unit 13: Advertising
Reading: Advertising and viral marketing
Read the text on page 69-70 and answers the questions and complete the vocabulary
task below.
I. Comprehension
Read the text and answer the questions
1. What are the two functions of advertising?
- The two functions of advertising are to inform and to persuade.
2. What is the role of advertising agencies?
- The role of advertising agencies is to create advertisements and develop a
media plan.
3. What three different methods of determining advertising spending are
mentioned?
- Three different methods of determining advertising spending are spending a
fixed percentage of current sales revenue, spending as much as competitors,
and increasing current spending in order to increase sales
4. What does the text describe as disadvantages of traditional advertising?
- The text describes the disadvantages of traditional advertising as it is
expensive, doesn't always reach the target customers, and isn't always
welcome as it interrupts people when they are trying to do something else.
5. What ways of using the Internet to advertise are mentioned?
- Ways of using the Internet to advertise are Blogs, online forums, commenting
on blogs and social networking sites, podcasts, and viral videos.
II. Vocabulary
Find the words in the text that mean the following:
1. Companies that design advertising for clients Advertising agencies
2. The advertising of a particular product or service during a particular period of
time Advertising campaign
3. The statement of objectives that a client works out with an advertising agency
Brief
4. A defined set of customers whose needs a company plans to satisfy
Target customer
5. The amount of money a company plans to spend in developing its advertising
and buying media time or space Advertising budget
6. The choice of where to advertise in order to reach the right people Media plan
7. Choosing to spend the same amount on advertising as one’s competitors
Comparative-parity method
8. A small amount of a product given to customers to encourage them to try it
Free sample
9. Free advertising, when satisfied customers recommend products to their
friends
Word-of-mouth advertising
10. Trying to get consumers to forward an online marketing message to other
people
Viral marketing