文档介绍：Unit 6
Advertising Appeals——Image & Personality
广告诉求——形象和性格
Comprehension questions:
1. What is advertising and what can it do?
2. Brief the important eras in the evolution of advertising in the United States.
3. Summarize the pros and cons of newspapers and magazines as media class.
4. For an advertiser that seeks to achieve nationwide reach, can radio be a good buy?
How about TV and web?
Part A Exercises
1) Directions: Listen carefully to the first news items plete the following
sentences by filling in the missing numbers.
(1) Online advertising revenues in the United Kingdom increased by ______ percent
in the first half of _______ over the same period last year.
(2) The uptake equaled a _______ percent increase over the first half of _______.
(3) In _______, the total ad spend for the year equaled _______ million ($
million), less than what was brought in during the six month period between
January and June of this year.
(4) Online rose to account for _______ percent of the market, surpassing outdoor
advertising, which accounts for percent of the total ad spend in the .
Previous IAB . estimates expected online to overtake outdoor by __________.
2) Directions: Based on what you have heard about the second news item, write
“T”(true) or “F”(false) for each of the following statements.
(1) ( )