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Whether or not you agree with communications guru Marshall McLuhan that advertising was the greatest art form of the twentieth century, it is a big part of modern culture. Shared references feed into it and it in turn feeds into daily life: advertising catch phrases turn up in TV comedy sketches and everyday conversation. And we become 'ironic' about advertising, perhaps to show that we think we are able to resist it.

TV advertising is still the most glamorous, even if its heyday is over with the proliferation of channels and the saturation of the markets (at least in advanced economies) of the consumer goods it normally promotes. But the other media are not to be ignored: radio, cinema and the press, while boardings (Br£) and billboards C4m£) are an integral part of the urban landscape. All these will be around for some time.

Internet advertising expenditure is on the increase again. Some people find pop-up advertisements have become a major source of irritation, but others Rnd them a useful source of information.

Advertising can be continued by other means, with sponsorship of particular events or product placement in films. This latter is where the product's makers negotiate for their products to appear and be used by the film's characters. A related phenomenon is product endorsement, where a celebrity is used in advertising a particular product. This can be dangerous if, for whatever reason, the celebrity falls from favour.

Some very creative minds come up with seductive combinations of sound, image and words, but.tests show that we often don't remember the brand being advertised. Quantifying the effect of advertising is very difficult and there has been a backlash against It in favour of other, supposedly more targeted, forms of communication. This usually means ^ir^ct mar^eSlng, otherwise known as direct mail but, as those living in apartments who receive mailshets for gardening products know, the targeting can still be

(udicrously imprecise.

Advertising agencies may offer to run direct mail campaigns, but what they are best at is creating traditional advertising campaigns. When a ciient becomes dissatisfied and the agency loses the account this is major news in the advertising industry and means a big loss of revenue (and self-esteem) for the agency. Agencies develop a creative brief for clients, with proposals on the ideas to be used in the campaign. One key problem is reaching the right target aysllence (for example, young women between 18 and 30), so the selection of media (the right TV channels. magazines, etc.) is very important. And the advertising must Ht into the company's overall marketing strategy - its plans on how it will compete and succeed in particular markets.

All these activities, all this expenditure. But the ultimate in advertising is word-of-mouth: friends and colleagues are often our most reliable sources of information. This form of advertising is usually free. All the advertiser can do is hope that it is positive.

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