Exercise 4. Define the following words and phrases.

Learning experience, entrenched habits, switch brands, heavy level of promotion, without being aware of, get somebody to do something, discriminate between brands, more frequently, differentiate from the competition, in many instances, available.

Exercise 5. Fill in the appropriate words:

1) advertisement; 2) advertisements; 3) a mail-order advertisement; 4) beer commercials; 5) make good commercials; 6) publicity; 7) the advertisements; 8) they don't advertise; 9) to define and to publicise; 10) to publicise.

1. "In the past, we had a strategy, but our agencies didn't stick to it. But they did

a) _________ and they did win awards. This may surprise you, though. I don't care about awards; I want to sell products." (James H. Harralson)

2. I hope every company will make arrangements b) _______ accurately the facts.

3. "Kodak sells film, but c) _______ film. They advertise memories." (Theodore

Parker)

4. The d) ________ must also contain an example of the details of payment.

5. Similarly, a British satellite station could broadcast e) _________ to France,

while French television could not.

6. "You can tell the ideals of a nation by its f) ________." (George Norman)

7. Overall coverage and g) _________of the day was excellent.

8. The welfare worker’s is h) _____ the firm's good intentions toward the

community.

9. The most truthful part of a newspaper is i) ________" (Thomas Jefferson)

10. In j) ________ for the book he makes a unique offer.