Answer the questions.

1. What are the main types of advertising media?

2. What is the difference between newspaper and magazine advertising?

3. What are the advantages and disadvantages of newspaper advertising?

4. What is the main advantage of magazines?

5. What firms prefer magazine advertising? Why?

6. What can you say about radio advertising?

7. Why is direct mail so popular with small firms?

8. What is the most expensive advertising medium? Why?

9. What kind of goods should be introduced by outdoor advertising?

10. What are the main groups of goods advertised on TV?

12* Say if the statements are true or false. Prove your point.

1. Newspapers offer great flexibility because ads can be inserted or removed with only a few days' notice.

2. The newspaper has a long life - nothing is quite so stable as old news.

3. A particular disadvantage of magazines is their selective readership.

4. Magazines offer a high degree of geographic selectivity.

5. Most magazines are printed on pulp paper and provide excellent colour ads.

6. Direct mail permits the most selectivity of any media.

7. Direct mail offers particular advantages to big firms that cannot afford mass media advertising.

8. Television offers the great advantage of appealing through both the eye and the ear.

9. The automobile manufacturers use only TV commercials.

10. Radio is very flexible geographically, so that a national firm can pick the areas where it wants to concentrate efforts.

11. Television offers low-cost advertising; millions can be viewing-a program and its commercials at one time.

12. The automobile companies have been the major users of outdoor advertising.

13* Complete the sentences matching the beginning of the sentence with one of the endings.

1. The general goal of advertising is__________________.

2. The function of advertising is_____________________ .

3. A particular advantage of magazines is J______:______.

4. Magazines also offer a high degree of______________ .

5. Most magazines are printed on____________________.

6. Direct mail offers particular advantages to________.

7. Television offers the great advantage of appealing through_________________.

8. As millions of people are viewing a program and its commercials at one time television offers tremendous

9. The automobile manufacturers use_________________.

10. Radio advertising is cost-effective and very flexible______________.

a. both the eye and the ear

b. geographic selectivity

с to inform and influence people's behaviour

d. magazines, TV and billboard advertising

e. geographically

f. impact

g. good paper h. smaller firms

i. to increase sales

j. their selective readership

Unit 4. DISCUSSION

14* Read the following text and pick out the expressions in bold type to fill in the Useful Language box below, containing six sections for six language functions.

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Direct Mail	\|	ADVERTISING

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