An Example of the Definitions

The following example from the Reader's Digest may help to make the above five concepts more clear.

- "...if the circus is coming to town and you paint a sign saying 'Circus Coming to the City Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations." If the town's citizens go the circus and they spend a lot of money at the circus, that's sales."

Exercise 5. Review the Grammar material. Choose the correct item.

1. We find other nations able to compete with us to such an extent as we …… .

1. were never before experiencing

2. have never before experienced

3. never before experienced

4. had never before experienced

2. The Morgan Motor Company …… elite cars.

1. produces

2. was producing

3. has produced

4. had produced

3. By next year farm output …… .

1. will double

2. has doubled

3. is doubling

4. will have doubled

4. The amount of cultivated land …… about the same next year.

1. will have remained

2. will remain

3. would have remained

4. will remain

5. At present large companies …… a lot of money in research and development.

1. invest

2. are investing

3. have invested

4. had invested

6. They told us that two days before the spokesmen for the consumers …… farmers and the food-processing industry with sacrificing nutrition and taste.

1. have charged

2. was charging

3. had charged

4. charged

7. Unfortunately, many small businesses …… lately.

1. fail

2. are failing

3. have failed

4. will be failing

8. Agriculture feeds the nation and …... raw materials to most industries.

1. was supplying

2. supplied

3. has supplied

4. supplies

9. London …… an important centre for finance for many years.

1. has been

2. had been

3. was

4. is

10. Joel knew that the Maxwell House Hotel …… where the president, senators, diplomats, and leading Europeans met and stayed.

1. has been

2. is

3. had been

4. was

Text 5. Adventages and disadventages of different advertising medium

WHAT ADVERTISING MEDIUM TO USE?

Newspaper Advertising

Every advertising medium has characteristics that give it natu­ral advantages and limitations. As you look through your newspa­pers, you'll notice some businesses that advertise regularly. Observe who they are and how they advertise their products and services. More than likely, their advertising investment is working if it's selling!

Some Advantages in Newspaper Advertising

Almost every home receives a newspaper, either by news-stand or home delivery. Reading the newspaper is a habit for most families. And, there is something for everybody: sports, comics, crosswords, news, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper. People expect advertising in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores.

Unlike advertising on TV and radio, advertising in the newspaper can be examined at your leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons.

There are a lot of advantages of advertising in the newspaper. From the advertiser's point-of-view, newspaper advertising can be convenient because it can be made quickly, if necessary, and you can often in­sert a new advertisement on short notice. Another advantage is the large variety of ad sizes which newspaper advertising offers. Even though you may not have a lot of money in your budget, you can still place a se­ries of small ads.