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25 / Whether you're surfing the web or just checking your email, you can't really get away from advertisements delivered in a digital setting. Here are some of the most popular types. See how many you've encountered.
Display ads
These are probably the oldest form of online ads, appearing as everything from banners of all shapes and sizes to text ads relevant to the content of a page. You might find a car sale display ad on a popular car blog or a banner ad promoting the newest beauty products at Sephora on a popular beauty or cosmetics blog.
Email ads
Email ads are such a popular form of online marketing that many consumers don't even think about them being advertisements. Open your inbox and you're likely to see advertisements promoting new services from your cable provider, special offers on children's clothes or the latest cell phone gadget. Email ads sometimes come in the form of coupons or newsletters.
Social media ads
Whether it's Facebook, Twitter or YouTube, marketing messages are everywhere on social media platforms. From Facebook ads to sponsored tweets and ads that pop up between YouTube videos, social media is an effective place for marketers to reach their audience because we spend so much time scrolling through our newsfeed, commenting, liking and sharing. A newer form of social media advertising issponsored filters on apps like Snapchat that tie in a fun component, like a taco face filter, with a sponsorship by Taco Bell.
Pop-up ads
A pop-up ad is most common when you first visit a site. Marketers use these pop-ups to draw visitors' attention to some feature or product, since they typically block all other web content and force you to take notice. For example, when you visit a shopping site, pop-up ads remind you about coupons as well as the latest deals and specials at that particular shop.
(accessed in February 2018)
I
READING
A.Say if the following sentences are TRUE or FALSE. Choose a sentence from the text to justify your answer.
1.You can find many online advertisements.
2.Advertised products have nothing to do with the sites they appear on.
3.Advertisements can interrupt videos.
4.You are unlikely to find a pop-up ad when you visit a site for the first time.
B.Complete the sentences according to the information in the text.
1.You can find online advertisements not only while surfing the net…
2.Social media platforms are appealing to marketers because…
3.You can’t ignore pop-up ads since all other…
C.Match the words from the text with their definitions.
1.banners (line 7) / a.tickets or documents that can be redeemed for a financial discount or rebatewhen purchasing aproduct2.coupons (line 14) / b.a service that highlights information that includes profile changes, upcoming events, and birthdays, among other updates
3.newsfeed (line 22) / c.money given to an organisation to help pay for something
4.sponsorship (line 24) / d.headings or advertisements appearing on a web page in the form of a bar, column, or box
II
WRITING THROUGH READING
1.Write a short explanation (around 120 words) about the influence of advertising on consumers and its probable consequences.
III
LANGUAGE USE
- Complete the text with a word or an expressionfrom the box.
You log on to your web a.______to check out a news story and see a b.______from your favorite clothing store. You venture over to Google to search for a new case for your c.______, and up popsan ad for a newer version of your phone. You check out your d.______on your favorite social media site and you see advertisements for a new restaurant and a pair of shoes you've had your eye on.
e.______advertisements are pervasive, showing up in all areas of our internet, social media and mobile experiences. It could appear in a web browser, search f.______, on social media, on mobile g.______and even in email. Savvy advertisers are increasingly making use of this forum for reaching consumers, for a number of reasons:
•It'srelativelyh.______
•Itreaches a wideaudience
•It can be tracked to measure i.______(or failure)
•It can be personalized for a j.______audience
(accessed in February 2018)
B.Complete the sentences with a suitable preposition. There is an extra preposition.
1.Marketers insist ______using social media to advertise their products.
2.A friend of mine suffers ______online addition. She is always scrolling down her smartphone screen.
3.The CEO thanked his workers ______being so committed.
4.Most people complain ______pop-ups in their newsfeeds.
C.Rephrase the sentences using the “causative.”
1.An auditor will analyse the sales results for me.
I______
2.An expert assessed all our possessions.
We______
3.The committee has authorised their project.
They______
4.A mechanic is going to service my car.
I______
5.A magazine will publish the supervisor’s article.
The supervisor______
Link up to you! 111
I. READING (80 p)
A. (48 p)
1.True. “Whether you're surfing the web or just checking your email, you can't really get away from advertisements delivered in a digital setting.” (lines 1-3)
2.False. “You might find a car sale display ad on a popular car blog or a banner ad promoting the newest beauty products at Sephora on a popular beauty or cosmetics blog.” (lines 8-11)
3.True. “From Facebook ads to sponsored tweets and ads that pop up between YouTube videos…” (lines 20-21)
4.False. “A pop-up ad is most common when you first visit a site”.(line 26)
B. (38 p)
1.… but also when checking your email.
2.… people spend a lot of time using them.
3.… web content is blocked.
C. (38 p)
1.d; 2.a; 3.b; 4.c
II. WRITING THROUGH READING (40 p)
Open answers.
III. LANGUAGE USE(80 p)
A. (103 p)
a.browser
b.banner ad
c.smartphone
d.newsfeed
e.Online
f.engine
g.devices
h.inexpensive
i.success
j.target
B. (45 p)
1.on; 2.from; 3.for; 4.about
C. (56 p)
1.… will have the sales results analysed (by an auditor).
2.… had all our possessions assessed (by an expert).
3.… have had their project authorised (by the committee).
4.…am going to have my car serviced.
5.… will have his article published in a magazine.
Link up to you! 111