<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/67518e45-4db4-49a2-b993-50b1c1778e30/a776bc23-88af-45d5-b369-f2041e6ad968/memo_1f4dd.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/67518e45-4db4-49a2-b993-50b1c1778e30/a776bc23-88af-45d5-b369-f2041e6ad968/memo_1f4dd.png" width="40px" /> Words & Definitions: Match the words with their correct definitions. Then, read the article and check your answers.
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a) to remind someone of something or be similar to
b) to use to maximum advantage
c) to establish a meaningful contact or connection with
d) a distinctive attribute or aspect of something
e) to carry out or put into effect
Advertising is the act of creating messages and using different psychological techniques to persuade and motivate someone to take action, most likely to buy a product or service.
Advertising is one of the oldest types of marketing and aims to influence the actions of its audience to buy, sell, or do something else.
Good advertising is designed to be extremely influential, memorable, and, at times, risqué.
Advertising has a simple principle — get people interested in a product being sold.
After arousing interest, the goal is to persuade people to purchase the product, even if they hadn’t previously thought about buying it.
Ads work by using psychology to influence the way people think and feel about a product or service. Depending on the goals of your ad campaign, advertising can go to work for your company in a variety of ways:
Advertising can also be executed in various ways. Radio commercials, billboards, branded t-shirts, and social media endorsements all count as advertising — as we'll discuss later on in this guide.
to raise awareness= повышать осведомлённость
to drive potential customers to your business= привлекать потенциальных клиентов к вашему бизнесу
to promote sales= продвигать продажи
to differentiate= отличать от
to be executed= быть осуществлённым
social media endorsement= спонсорство/ коллаборации в социальных сетях
Advertisers are the people at a company who are responsible for advertising a product or service. They promote messages about a brand’s products and services to build public preference for the brand.
Advertisers are important because the whole business of advertising is dependent on them. It’s the advertiser that incurs the cost of advertisements, so if they decide it’s not worth running ads, then the advertisement industry will be in big trouble.
Print advertising refers to posters, bulletins, flyers, and other physically-printed promotions. It also refers to newspaper and magazine ads.
How we design and consume print advertising has changed over the years, but it's been a steadfast advertising medium — especially as digital advertising has evolved (which we'll cover next).
Unlike digital media, print advertising can't be tracked and analyzed as clearly. Fortunately, brands have found brilliant ways to incorporate print advertising ****into broader digital campaigns.
Billboard advertising encompasses print advertising on a much larger scale. Due to their size, the design, placement, and cost of billboard and public transit ads are different from typical print advertising.
For example, billboards are typically designed with few to no words so that viewers have time to process the message while passing by in a car or train. Also, these ads are used for brand awareness, so they usually only include a brand name or phone number (versus a website).
TV commercials are short advertisements developed and paid for by companies and organizations looking to capture the audience of a TV show or network program.
to incorporate= включать в состав
to capture the audience= завлечь аудиторию
to be aired= быть в эфире
TV ads have a wide reach (millions) and provide viewers with a multi-sensory ad experience — something print ads and some digital ads can't quite do. Alternatively, TV ads are expensive, avoidable by your audience, and hard to target as accurately as other channels.