Lesson7 Reading Part

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Lesson7 reading part.hwp

reading part.txt

Ways to Catch Your Eye

   Advertisements are everywhere. They appear in various traditional media such as newspapers, magazines, television commercials, radio advertisements, outdoor advertising or direct mail, or new media such as websites and text messages. Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services.

   How does it build the brand, trigger emotion, get people to take action, or plant a belief in the minds of buyers? One of the most effective ways is to use 'advertising slogans.' They are short, often memorable advertising phrases to draw attention to a product. They persuade consumers to buy something. Such slogans as ‘Smart Drivers’ Smart Choice’ convinces the customer that buying a smart car will make them smart. Besides slogans, advertisers use different advertising techniques to make their promotion more appealing. The following shows some common advertising techniques.

   First of all, have you heard of PPL(Product Placement)?  PPL is an indirect advertisement where products or services are exposed to consumers in TV programs, films, music videos or even online games. For example, in an episode of a recent popular TV series, the main actress used a new smartphone. So, the viewers wondered what kind of phone it was. Another example of PPL is in a film where the main character mentions his sneakers several times, showing the sneakers on the screen. Generally, PPL aims to place the products in the right programs without giving the impression of an advertisement.

   Another common advertising technique is the Teaser Advertisement. Advertisers release a teaser advertisement ahead of the actual launch when they want to attract public interest for a new product or service. For example, Hollywood movies do this all the time with what they call a ´teaser trailer.' Some teaser trailers are released without the title, but there is only an opening date. This creates a huge buzz in the market. Teaser ads do not show the actual product. They just ´tease' the product. Most viewers don't know exactly what the ad sells. That's how teaser ads build word of mouth for new products or services before they are officially available.

   Do you notice how online search engines generate ads that are related to your search?  Contextual advertising is a very specifically targeted form of Internet marketing. This contextual advertising technique is quite modern. An automated system scans the text of a website for keywords and sends advertisements that match the content which the user is viewing. Many search engines also make use of contextual advertising for displaying ads on the search result pages. For example, when you type ´jeans' on search engines, you can see the websites of clothing shops in ´power links' or 'sponsored links.'

   There are many different advertising techniques other than the ones mentioned above. Advertising today has become an important marketing tool to increase the sales and profits of a business. Advertisers keep trying to persuade customers to use their products and services. When the product you've seen in an advertisement looks great, think critically and buy smart.