Exercise 6. Fill the blanks with the necessary words.

Some commercial advertising_____include: billboards, printed flyers, radio, cinema and television_______, web banners, skywriting, bus stop_______, magazines, newspapers, town criers,_______of buses, taxicab doors and roof mounts, musical stage_______, elastic bands on disposable diapers, _______on apples in supermarkets, the opening section of ________audio and video, and the backs of event tickets. Any place an "______" sponsor pays to deliver their message through a medium is advertising. Covert advertising_________in other entertainment_______is known as______placement.

The TV commercial is_______considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual US Super Bowl football game is known as much for its commercial advertisements as for the game_______, and the average cost of a single______-second TV spot during this game has reached $2.3________ (as of 2004).

Advertising on the World Wide Web is a ______phenomenon. Prices of Web-based advertising space are_____on the "relevance" of the surrounding Web content. E-mail advertising is another_____phenomenon. Unsolicited E-mail advertising is_____as "spam".

Some_____have proposed to place_____or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the______of subliminal advertising (see mind control), and the pervasiveness of mass_____ (see propaganda).

Unpaid advertising (also called_____of mouth advertising), can______ ________exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), the unleashing of memes into the wild, or achieving the feat of equating a______with a common________ (" ______" = "vacuum cleaner") – these must_______the stuff of fantasy to the______of an advertising________.

Exercise 7. Match the words to their corresponding definitions:

1) institutional advertising; 2) marketing middlemen; 3) personal selling; 4) marketing research; 5) limited-function wholesaler; 6) industrial goods; 7) merchant wholesaler; 8) industrial advertising.

a) advertising from manufacturers to other manufacturers;

b) products used in the production of other products;

c) advertising by organizations designed to create an attractive image for an organization rather than for a product;

d) a merchant wholesaler that performs only selected distribution functions;

e) Individuals or organizations that help distribute goods and services from the producer to consumer;

f) a major function used to find needs and to determine the most effective and efficient ways to satisfy those needs;

g) independently owned wholesalers that take title to goods that they handle;

h) the face-to-face presentation and promotion of products and services plus the searching out of prospects and follow-up service.