U5 Homework

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UNIT 5: ADVERTISING (HOMEWORK)
A. READING 1
Activity 13:
In groups, brainstorm some ideas for some live advertisements or publicity stunts.
B. READING 2:
Activity 1: Discussion
Do you look at adverting on the Internet or do you ignore it? Why?
Activity 2: Useful Vocabulary
Word / Part of Definition and Example

Phrase Speech
Joint
Pop
Corresponding
Friction
Intrusive
Burst
Episode
Harness
Cue
Irritate
Irrelevant
lean
track
content
desperate
Activity 3: Read this article from the Financial Times and answer the questions.
Advertisers try the soft sell as TV drifts online

by Joshua Chaffin
Visitors to Hulu, the online video site jointly owned by NBC Universal and News Corp, can do
something that television viewers would never have imagined just a few years ago: choose their
own advertising. When, for example, an advertisement sponsored by a carmaker pops up,
viewers might be asked to click on a sports car, a pick-up truck or a family sedan, depending on
their preference, and watch a corresponding message. (Skipping past, unfortunately, is not an
option.) 'It's choose-your-own-adventure advertising,' says Jean-Paul Colaco, Hulu's Senior Vice-
President of Advertising, who is hoping to reduce the friction between audiences and marketers
by making advertisements less intrusive for the former and more efficient for the latter.
The Ad Selector, as Hulu calls it, is just one example of a burst of innovation in online
advertising. As audiences increasingly move to the web to consume video - be it full-length
television episodes or short clips - media companies and advertising agencies are rushing to
develop new and more effective advertising strategies in the hope of creating a profitable
business.
They are eager to harness the interactive possibilities that differentiate the Internet from the more
passive experience of traditional television. In a marketer's dream scenario, consumers who see a
message for a product that interests them might pause a video, click through to a website and
even make a purchase. But that same interactive power can also be a cure for marketers because
it makes it easy for viewers to jump to other websites if they feel bombarded by irritating and
irrelevant advertisements.
'Internet video is a lean-forward experience. The audience is watching with their hand on the
mouse, ready to click away as soon as they lose interest,' says Matt Cutler, Vice-President of
Visible Measures, a company that tracks online behavious. He estimates that more than 30 per
cent of consumers abandon an online video within the first 10 per cent of its stream.
Solving those problems is vital for media companies. While they were once content merely to
collect clicks on their web pages, they are now desperate to retain viewers for longer periods.
'Advertisers are less interested in general impressions. They want engagement,' explains Patrick
Keane, Chief Marketing Officer at CBS Interactive, promising more innovative advertising
formats in the future.
Activity 4: Use the correct form of verbs from paragraphs 1 to 3 to complete these
statements.
If ...
a) an advertisement appears suddenly on your screen, it ...............
b) you 'jump' past an advertisement without watching it, you ...............
c) an advertiser pays for an advertisement on a website, on TV, etc., they ............... it.
d) someone makes conflict, disagreement, etc, less strong, they ............... it.
e) you watch video, you ............... it.
f) you start something from nothing, you ............... it.
g) you exploit the power of something, you ............... it.
h) make something different from something else, you ............... the two things.
i) you feel that you're watching too many advertisements, you feel ............... by them.
Activity 5: Look at paragraphs 1 to 3 and find:
a) a noun that describes the relationship between advertisers and Internet users.
...........................................................................................................................................................
b) two adjectives that describe advertisements from the point of view of many users.
...........................................................................................................................................................
c) one adjective that describes how users relate to advertisements in a way that can be good or
bad for advertisers.
...........................................................................................................................................................
d) a noun that relates to the bad effect of the adjective in c above.
...........................................................................................................................................................
Activity 6: How is the Internet experience described in relation to traditional television?

...........................................................................................................................................................
...........................................................................................................................................................
...........................................................................................................................................................
Activity 7: How quickly do nearly a third of users stop watching an Internet video on
average? What do they do when this happens?
...........................................................................................................................................................
...........................................................................................................................................................
...........................................................................................................................................................
Activity 8: What, in a word, do advertisers want from users that they didn't have before?
How will this be achieved?
...........................................................................................................................................................
...........................................................................................................................................................
...........................................................................................................................................................
Activity 9: Which of these statements sums up the article best?

Internet advertisers ...
a) are only interested in the number of people who click on advertisements.
b) don't know how to avoid users 'clicking away' from advertisements.
c) are looking at ways of engaging users so that they do not click away from advertisements.
Activity 10: True/False/Not given
1. Viewers to Hulu can do choose their own advertising, depending on their preference, and
watch a corresponding message.
2. Skipping past, fortunately, is another option because 'It's choose-your-own-adventure
advertising.'
3. Hulu's Senior Vice-President of Advertising is hoping to reduce the friction between
audiences and marketers by making advertisements less intrusive for the former and more
efficient for the latter.
4. The Ad Selector is an example of a burst of innovation in online advertising.
5. Full-length television episodes or short clips are used because media companies and
advertising agencies are rushing to develop new and more effective advertising strategies in the
hope of creating a profitable business.
6. Television viewers are eager to harness the interactive possibilities that differentiate the
Internet from the more passive experience of traditional television.
7. Consumers may pause a video, click through to a website and even make a purchase, and also
they may jump to other websites if they feel bombarded by irritating and irrelevant
advertisements.
8. Internet video is a lean-forward experience means that the audience is ready to click away as
soon as they lose interest.
9. While advertisers were once content merely to collect clicks on their web pages, they are now
desperate to retain viewers for longer periods.
10. Media companies promised more innovative advertising formats in the future.
Activity 11: Word Form

Complete the following sentences with the correct form of the word.
1. advertise
I work for an …………… agency, who designs, creates and sells online …………… for kids’
toys, games, electronics and books.
2. consume
When my company discovered that there was no more iron ore in our mines, we learned that we
had hit the limit of what that mine could support of our …………….
3. fortunate
When the company was looking at the cost-benefit ratio of certain employees, Jim was
…………… a victim of rightsizing when his manager called him and told him he was being let
go. (rightsizing is the process of a corporation reorganizing or restructuring their business by
cost-cutting, reduction of workforce, or reorganizing upper-level management. The goal is to get
the company molded properly to achieve the maximum profit. The term rightsizing is often used
by companies instead of downsizing because it sounds less drastic.
4. promise
Those who have come up with a …………… business idea, but who lack the financial capital to
implement it, need to look elsewhere for investors to obtain the money required to get their
business started.
5. sponsor
My company supports the Super Bowl through our …………… each year, which allows us to
have our corporate name mentioned many times during the broadcast and at the stadium.
Activity 12: Discussion

1. Will internet advertisers ever find a way of retaining the attention of users? Why? / Why not?
2. Can you imagine clicking on an advertisement and making a purchase in one process? If so,
what product or service might you buy in this way?

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GROUP

UNIT 5: ADVERTISING (HOMEWORK)

Activity 2: Useful Vocabulary

Word / Part of Definition and Example

Advertisers try the soft sell as TV drifts online

Activity 6: How is the Internet experience described in relation to traditional television?

Activity 9: Which of these statements sums up the article best?

Activity 11: Word Form

Activity 12: Discussion

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