(17)Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders.

(18)Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

(19)Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offers the unique ability to see the target audience where they are reached by the medium. Technology advances has also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. Another successful use of digital signage is in hospitality locations such as restaurants and malls.

(20)E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for email users for many years. However, filters that are more efficient are now available making it relatively easy to control what email you get.

(21)Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising, and the pervasiveness of mass messages.

(22)Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.

(23)As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

(24)More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

(25)A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service..

(10 000)

While reading

Exercise 10.Read the article again and underline words and phrases that you do not know. Write your own definitions. Use a dictionary if necessary.

Exercise 11:. Read the explanation of the term portmanteau:

A portmanteau [pɔrtˈmæntoʊ, pɔrtmænˈtoʊ]; or portmanteau word is a combination of two (or more) words or morphemes, and their definitions, into one new word. The English is derived from French portemanteau (portmanteau luggage which has two compartments). A portmanteau word fuses both the sounds and the meanings of its components, as in smog, coined by blending smoke and fog .

While reading the text, find 4 examples of such words.

Scanning for information

Exercise 12. What do the following figures and dates mean?

1 $3 million

2 2008

3 Finland, 2000

4 $2.2 billion

5 83%

Reading for detail

Exercise 13. Order the sentences according to the text.

1 Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.

2 The TV commercial is generally considered the most effective mass-market advertising format .

3 In-store advertising is any advertisement placed in a retail store.

4 Any place advertisers pay for to deliver their message through a medium is advertising.

5 Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

6 Infomercials describe, display, and demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

7 Billboards are large structures located in public places that display advertisements to passing pedestrians and motorists.

8 Radio has the obvious limitation of being restricted to sound. However, proponents of radio advertising often say this is an advantage.

9 Mobile billboards are generally vehicle mounted billboards or digital screens.

10 Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media.

Exercise 14. Answer the following questions.

1 What is the most effective mass-market advertising format?

2 How can you prove that the annual Super Bowl football game is the most prominent advertising event on television?

3 What is a portmanteau word? Give examples.

4 What is classified advertising? Give examples.

5 What are the examples of online advertising?

6 What is spam?

7 Where is the billboard advertising most often located?

8 Are billboard displays always static?

9 What is in-store advertising? Give some examples.

10 What are the downsides of celebrity endorsement?

Exercise 15. Read the text and mark the sentences T (true) or F (false)

1 In the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo.

2 In the film I, Robot, the main character played by Will Smith mentions his Reebok shoes several times, calling them "classics,"

3 The movie The Matrix Reloaded contained many scenes in which Cadillac cars were used.

4 In James Bond films, most notably Casino Royale, one can see product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars.

5 Blade Runner includes some of the most obvious product placement; the whole film stops to show a Pepsi-Cola billboard.

Exercise 16Choose the correct option:

1. The other media are replacing television, radio and newspapers for advertising

a. because people more and more use the Internet for news and entertainment.

b. because people are tired of traditional media.

2. Digital signage is becoming a major mass media

a. because it is interactive.

b. because it can reach many people for less money.

3. If a brand is equated with a common noun (e.g. Xerox= photocopier)

a. it is always a positive development.

b. it is not always positive because a brand looses legal protection.

4. The first mobile phone advertising was launched

a. in Finland in 2000.

b. in the US in 1998.

5. Social network advertising

a. is not very promising because it is still immature.

b. is developing rapidly as people can send relevant advertisements to each other through social network service.

Summarizing information