Vocabulary Development

Date: 2015-10-07; view: 381.

In the previous text you were given some concrete examples of advertising. Can you suggest some other examples of covert advertising, television commercials, slogans, which you saw/heard not long ago? How did they impress you? Discuss the efficiency of that advertising with your partner.

Work in small groups. Choose one of the above-mentioned types of advertising and make a short presentation on its advantages and disadvantages.

Comprehension Check

Measuring the impact of mass advertising

The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful, is due to the way in which it endorses a particular audience, to build awareness of what the advertiser has to offer.

2) Refer closely to the article and say what these words and figures refer to:

$385 billion, RT, “I, Robot”,"bring a friend", $2.7 million, TiVo, PR, WWW.

4) Discuss the following:

a) What is your general attitude to advertising?

b) How do you see its future?

c) Will there appear any new forms of advertising?