9 Read the text?

9 Read the text. Choose the correct answers. Advertising in the information age As new forms of communication are developed, so the world of advertising is changing in response. Basic ideas which advertisers have always believed are being challenged. For example, it used to be said that the more people you reached, the better it was for your business. Not any more! Today, people are bombarded by information from television, the Internet, newspapers, magazines and countless other media sources. A marketing campaign has to be good to stand out amongst all of these competing messages. Because of this, businesses should aim to get their message not to the most people, but to the right people. This is especially important for small businesses – but how can they do this? Instead of buying expensive advertising space in magazines, or investing in radio and television airtime, the latest advice is to advertise only to potential customers. If you own a local hairdresser’s, for example, it is better to post leaflets to all the households in your neighbourhood than to advertise on national television. Ask shops that attract similar customers, such boutiques or cosmetics shops, to keep your brochures next to their tills. In exchange, you can do the same for them. Forget general messages ; advertise current offers instead. ‘Have your hair coloured and get a twenty per cent discount throughout January! ’ will work better than ‘Great hairstyles to suit all tastes’. Find out about local events and use them in your promotion. Messages like ‘Wouldn’t you love a cool new hairstyle for your school graduation next month? ’ will show that you know your customers and are familiar with their needs. Use the Internet. A website is a cost - effective way of communicating a lot of information : the location of your business, your opening times, your prices, your staff, and so on. That way, you can print simpler brochures. People rarely bother to read advertising literature with too much information. Simply print your main message and add your website address. Potential customers who want to know more about you will know where to look. Finally, make use of your customers. Make sure they are happy with your services, and ask them to recommend you to their friends. Ask them for their email addresses so that you can keep them informed about special offers. If they agree, there is a good chance that they will forward your emails to their friends. Word of mouth is the best advertising there is. 1 According to the author, these days it is a challenge to a get your advertising message to as many people as before. B advertise on every source of media. C attract customers’ attention to your business. D find the best possible people to advertise for you. 2 According to the author, the most effective way to advertise is to a speak to other businesses who are likely to become your customers. B target the people who are most likely to become your customers. C buy advertising space in different media. D mail people living near your business. Progress Test Unit 9 Test 9B Photocopiable © Oxford University Press Intermediate Progress Tests Unit 9 5 3 The best advertising messages a include lots of useful information about your business. B offer massive price reductions. C are aimed at students. D refer to current promotions. 4 According to the author, you should a tell potential customers to find out about your business themselves. B include all the important facts about your business on your leaflets. C always include your website address on your leaflets. D do all your advertising on the Internet. 5 The author says you can make sure that your customers help you to advertise your business by a asking them for their friends’ email addresses so that you can reach more people. B getting their feedback so they can change things they are not happy with. C asking them to advertise your business for a small fee. D providing them with a good service.