Open the brackets and use proper tenses and voices.
1. Advertising in the national press (to be) usually much more expensive than advertising in the
local press.
2. Both types of advertising (to sell) by the column centimetre, the half page and the page.
3. Television advertising in Great Britain (to be) the most expensive kind of advertising and (to
cost) many thousands of pounds for just a few seconds of television time.
4. If the advertisement (to show) at a time when relatively few people (to watch), then it (to be)
cheaper.
5. Hoarding advertisements (to put up) in eye-catchingpositions at the side of the road.
6. Technical journals (to read) by persons and companies who (to be) interested in this particular
kind of product.
7. Technical journals usually (to print) once a month.
Exercise 4. Read the passage. Do you agree with this conclusion? What method of
advertising do you consider the most effective one?
It is very difficult for advertisers to tell whether a particular advertisement or method of
advertising has been effective, but there is no doubt that without advertising the customer would
never hear of some products. Perhaps the most effective advertising of all is the recommendation
of the product by a satisfied customer to a potential customer - advertising by word of mouth.