Unit 16 growth at different speeds

1. Pronounce the following words and word combinations. Use a dictionary if necessary.

Bureau, medium, campaigns, cautious, mobile, multiplier, typically, engine, sceptics, niche, phenomenon, lures, loyalty, conscious, initiatives, high-tech.

2. Give Russian equivalents to the following words and word combinations.

Internet advertising revenues, display advertising, to gain ground against smth, uniform expansion, web advertising, a competitive advantage, mobile phone operator, to break out spending, poster advertising, online media owners, “multiplier effect”, online pop-ups and banners, sponsor, internet search engines, paid-for search online advertising, cut-price end of the sectors, niche audiences, to drive high-quality traffic to brand sites, technical and creative limitations of formats, cleaner site designs.

3. Read the text again and answer the following questions.

1. Are internet advertising revenues continuing to rise in the UK? Give an example from the text.

2. What are such companies as O₂ or BMW shy about? What are they allocating to the internet and why?

3. Why are web campaigns of some companies designed to be consistent in look? Why should they feel with other company’s messages?

4. What are search-related campaigns?

5. How much percent of all online advertising did paid-for search online advertising represent in the USA and the UK in 2004?

6. In what sectors has search increasingly persuaded clients to spend their web budgets?

7. Why are cut-price ends of the finance, retail and other sectors attractive to advertisers?

8. Why have highly competitive sectors flattened in the USA?

9. Why do companies which do not sell products online use search-based advertising?

10. In what sectors are branding campaigns more established on the web?

4. Complete the sentences with the information taken from the text.

1. Some companies are investing heavily in specific kinds of … … as a way of realising a … … .

2. Case studies from … … owners have pointed to the “multiplier” effect in terms of … … .

3. At the cut-price ends of the retail, finance and tourism sectors advertisers are attracted by … , … and the ability to reach … … .

4. According to Ms Jones, highly … sectors have already … in the US, where some advertisers have … … because of doubts that they will make a … on their … .

5. Nick Broomfield, digital marketing manager, says: “We buy the most appropriate key words to drive …-… … to our brand sites.”

6. … (brands) make some familiar … about the technical and creative limitations of formats such as … and … .

5. Explain the following English words and word combinations in your own words.

Display advertising, “multiplier” effect, mobile phone operator, online pop-ups, banners, internet search engine, niche audiences, loyalty, creative hooks.

6. Decide which of the following statements are right and which are wrong. Give the correct variants.

1. Internet advertising revenues are continuing to fall year-on-year in the UK.

2. According to PwC and the Internet Advertising Bureau, internet advertising is starting to gain ground against television.

3. According to PwC, the fastest-growing area of web advertising in the UK as well as in the USA is online pop-ups and banners.

4. Search has increasingly persuaded clients in wholesale, banking and tourism sectors to spend their marketing budgets this way.

5. The problem for online businesses is that there is too much loyalty out there, which is why internet search-based advertising works well for those who buy in bulk.

6. George Karibian, digital marketing manager at Diageo Great Britain, believes that the price of attracting a new customer through a paid search can be measured by many purchases.

7. “The slow-moving luxury goods sector needs a lot more convincing,” says Mr Nick Broomfield, who points to Pepsi-Cola’s recent move into music downloads as one exception.