Advertising

Read the information below and match numbers (1-5) and letters (a-e).
Pass your opinion about these ad types.
Instagram offers 5 main ad types to simplify the process for
business owners, including: photo, video, slideshow, carousel and story.
1d
2e
3a
4с
5b

1. Photo ads: a) This ad is made up of a collection of still photos

that play as a slideshow, much like a PowerPoint
presentation would. You can use these to showcase a
number of products or services in a themed
collection.

2. Video ads: b) This ad type is really picking up popularity on

Instagram. Shoppers enjoy watching a “slice of life”
video that gives them insight into a brand’s story.
Many online retailers are using these to engage
potential customers and build brand awareness via
influencer marketing.
3. Slideshow c) Change up the way you advertise your products,
ads: services and brand by adding a carousel. Display
between 2-10 images or videos (or both). Your
customers will need to swipe to view items
individually.

4. Carousel d) These are simple photos, showcasing one product

ads: or service, like a bottle of wine, a t-shirt or a work of
art. If you’re hoping to promote a new item or
service these ads work well.

5. Stories: e) These are the moving versions of photo ads. With

video, you have up to 60 seconds to showcase one
or more products, services or your brand. These are
great for featuring a new product line, a popular
service or promoting a variety of sale items.
https://www.wix.com/blog/ecommerce/2020

If you have personal accounts in social networks, share your

experience about the best way for promoting your opinions, knowledge
or goods online.
I have a personal account on Instagram. It is one of the most popular
websites nowadays so it is suitable for promoting your goods or
services. There are two ways to find your audience: 1) buy advertising
on Instagram (here you can choose your target audience, your
subscribers’ gender, age, place of living and so on); 2) find bloggers
who have an active audience similar to your target one and pay them to
promote you. The latter option is even more effective because people
tend to believe their favorite bloggers. And then you should work on
your content otherwise your new subscribers will not stay with you for
a long time. First of all, you should create a unique design of your
account so that your audience can differentiate it from a lot of other
accounts. Then, you should be active. Stories are important: post at
least a few stories a day and people will always remember about you.

Reading
1. Read the text and answer the following questions.
a. What is the purpose of advertising?
The purpose of advertising is to persuade audiences of readers,
viewers or listeners to take action on products, services and
ideas.
b. What is the difference between advertising and PR?
The difference is that the advertiser has full control of the
message all the way to the audience while the public relations
professional has control only until the message is released to
media gatekeepers who make decisions about whether to pass
it on to the audience and in what form.
c. How does marketing differ from advertising?
Advertising is a single component of the marketing process which
keeps the audience informed about products and services.
Marketing is the systematic planning, implementation and control
of a mix of business activities intended to bring together buyers
and sellers for the mutually advantageous exchange or transfer of
products.
d. What media can deliver advertising? Give examples.
Any media, e.g. newspapers, magazines, radio and television
broadcasts, films, stage shows, websites, billboards, posters,
wall paintings, town criers, flyers, rack cards, the back of event
tickets, elastic bands on disposable diapers, bathroom stall
doors, cars, taxicabs, buses, trains, subway platforms, bus stop
benches, street furniture, airplanes, in-flight seat-back trays,
overhead bins, passenger screens, skywriting, shopping carts,
 stickers on fruit in supermarkets, supermarket receipts, coffee
cups, mobile phone screens, opening billboards in streaming
audio and video.
e. Is advertising a contemporary or ancient phenomenon? 
It is an ancient phenomenon as we can see some examples of
ads dating back even to ancient times, e.g. political ads on the
walls of Pompeii.
f. What does an “advertorial” mean?
An advertorial is a form of advertisement in a newspaper,
magazine or a website which involves giving information about
the product in the form of an article.

What is advertising?
Advertising is mass media content intended to persuade audiences
of readers, viewers or listeners to take action on products, services and
ideas. The idea is to drive consumer behavior in a particular way in
regard to a product, service or concept.
Definition of advertising. There is not a single generally accepted
definition of advertising. Instead, there are several ways to define it.
International humorist Stephen Leacock defined advertising as: "the
science of arresting the human intelligence long enough to get money
from it." But the textbook definition of advertising is: "a form of
persuasion that informs people about the goods and services they can
purchase."
Any media can deliver advertising. Some examples: newspapers,
magazines, radio and television broadcasts, films, stage shows,
websites, billboards, posters, wall paintings, town criers, flyers, rack
cards, the back of event tickets, elastic bands on disposable diapers,
bathroom stall doors, cars, taxicabs, buses, trains, subway platforms,
bus stop benches, street furniture, airplanes, in-flight seat-back trays,
overhead bins, passenger screens, skywriting, shopping carts, stickers
on fruit in supermarkets, supermarket receipts, coffee cups, mobile
phone screens, opening billboards in streaming audio and video.
 Advertising, marketing, public relations: these industries are
commonly confused as being the same career paths. How is advertising
different from public relations (PR)? One simple answer is the
advertiser has full control of the message all the way to the audience
while the public relations professional has control only until the
message is released to media gatekeepers who make decisions about
whether to pass it on to the audience and in what form. How is
advertising different from marketing? Marketing is the systematic
planning, implementation and control of a mix of business activities
intended to bring together buyers and sellers for the mutually
advantageous exchange or transfer of products. Advertising is a single
component of the marketing process. Advertising helps to keep the
consumers informed about whatever new products or services are
available in the market at their disposal. It helps to spread awareness
about products or services that are of some use to consumer and
potential buyers.
Advertising is based on high-quality research, both as to what ads
are most effective with existing and potential consumers as well as in
the success of each marketing campaign.
What Are the Different Types of Advertising Research?
A brand will commonly perform some research into the habits and
preferences of its customers before it launches an advertising campaign.
This nails down an understanding of who its customers are, as well as
what appeals to them and what they are looking for in a product or
services.
An advertising base is often expanded to potential customers in
different groups when a company is looking to launch a new product so
the brand can understand what its market niche is and create a message
that speaks to that market.
One type of common advertising research focuses on the
effectiveness of the created advertisement. This is done in all different
walks of advertising, including print, television, radio and digital forms.
Individuals are shown various forms of advertising and are asked what
they think about the different products that are featured, such as
whether they would consider purchasing them and how well they know
the product overall as a result of the ad.
Advertorial: what is it?
An advertorial is a form of advertisement in a newspaper,
magazine or a website which involves giving information about the
product in the form of an article. Usually, a brand pays the publisher for
such an article.
Advertorials are advertisements that appear in the media, be it
magazines, newspapers or websites. Advertorials are paid content.
Advertorials are used by marketers to educate prospective consumers
about the features of a product. It can be used to target a specific set of
people by choosing the right medium to publish the advertorial.
For example, an advertorial in a business newspaper would
involve educating a set of people who are more interested about
economy, markets or financial products. It is an effective medium for a
company to connect with its consumers through a story, unlike a
traditional print ad in a magazine, newspaper or on a website as a
banner ad.
An advertorial is more detailed than an advertisement and thus
helps consumers understand more about the product. Advertorials are
usually written by an ad agency or the client. It is important to note that
as a rule of most publications, the word "advertisement" is mostly
printed in small letters at the top or bottom of your advertorial. Some
newspapers or magazines chose to push these advertorials in special
sections.
https://economictimes.indiatimes.com

2. Explain the difference between an “advertorial” and an

“advertisement” in your own words.
An advertorial is a kind of an advertisement that looks more like a
standard editorial article rather than an advertisement. It is usually
longer and more detailed than an ad so it conveys more information
about the product and is more appealing to the audience. Moreover,
customers can consider an advertorial to be more credible because of its
design looking like an objective editorial article. When people can just
automatically skip an advertisement they are more likely to pay their
attention to an editorial.

Vocabulary
1. Find proper definitions.
1-e
2-k
3-f
4-h
5-a
6-c
7-j
8-d
9-g
10-b

1) An advertisement a) a rough draft or sketch that shows the

general arrangement and appearance plan
for a finished advertisement;
2) A Sponsor b) memorable phrases used in advertising
campaigns;
3) Branding c) a worldwide advertising campaign to
build a brand internationally while
speaking with one voice;
4) Classified ads d) the creating and arranging of words for
an advertisement;
5) An ad layout e) a paid announcement;
6) Global advertising f) the frequent repetition of a product's
name or image in an attempt to have the
desirable qualities of that product stick in
the minds of consumers;
7) Traffic g) outdoor advertising on large signs that
can be seen at a distance;
 8) Copywriting h) small messages in newspapers,
magazines and online grouped together
under content listings;
9) Billboard j) the number of visitors in a period time
advertising and the number of pages on the site they
visit;
10) Slogans k) a person who finance the production of
advertisements and buy space for them;

2. Match the verbs on the left with their synonyms on the right. Give
the Ukrainian equivalents:
1-f
2-c
3-g
4-h
5-a
6-b
7-e
8-d
1) persuade a) bring
2) define b) perplex
3) inform c) characterize
4) purchase d) plan
5) deliver e) free
6) confuse f) induce
7) release g) report
8) intend h) obtain

3. Sort out different types of advertising in two columns below

1
Print Advertising, 2Billboards, 3Cold Calling, 4Radio Advertising,
5
Email Advertising, 6Television Advertising, 7Social Media
Advertising,
8
Search and Display Advertising, 9Mobile Advertising, Popups
 Conventional Advertising Digital Advertising

Print Advertising, Cold Calling, Email Advertising, Social

Billboards, Radio Advertising, Media Advertising, Search and
Television Advertising Display Advertising, Mobile
Advertising, Popups

4. Fill the gaps using the words in the box.

websites; images; planning; newspapers; handbills; production; in-
store; posters; career; advertising

Some history of Advertising

Ancient times. Egyptians wrote sales messages on papyrus wall (1)
_posters______. Political campaign ads were on the walls of Pompeii.
Rudimentary commercial (2) _advertising_______ existed in Greece,
Rome, Arabia, Asia, Africa and South America. The Middle Ages.
Most people were unable to read, but (3) _images of clothing, shoes,
horse shoes or bags of flour on signs pointed out the tailor, cobbler,
blacksmith or miller. 17th century. As reading spread, advertising was
printed on (4) __handbills______. Advertisements promoting
medicines and books were printed in weekly (5) __newspapers______.
19th century Advertising grew as the relative wealth of nations
expanded. Advertising developed with the rise of mass (6)
__production__from the late 19th century. 20th century. Advertising
became a profession with agencies as the focal point of creative (7)
__planning_______. Women were responsible for purchasing for most
households, so agencies recognized their insight in the creative process.
That led advertising to become a business (8) _career______ choice for
women. 21st century. Advertising continues in all mass media
including newspapers, magazines, radio, television, billboards,
classified advertising in print and online, (9) __in-store______
advertising and (10) _websites_______.