The consumer society

Name _______________________________________________ No. _______ Class _________ Date _________________

Types of online advertising

Whether you're surfing the web or just checking your

email, you can't really get away from advertisements
delivered in a digital setting. Here are some of the most
popular types. See how many you've encountered.

5 Display ads
These are probably the oldest form of online ads,
appearing as everything from banners of all shapes and
sizes to text ads relevant to the content of a page. You
might find a car sale display ad on a popular car blog or a
10 banner ad promoting the newest beauty products at
Sephora on a popular beauty or cosmetics blog.

Email ads
Email ads are such a popular form of online marketing that many consumers don't even
think about them being advertisements. Open your inbox and you're likely to see
15 advertisements promoting new services from your cable provider, special offers on
children's clothes or the latest cell phone gadget. Email ads sometimes come in the form of
coupons or newsletters.

Social media ads

Whether it's Facebook, Twitter or YouTube, marketing messages are everywhere on social
20 media platforms. From Facebook ads to sponsored tweets and ads that pop up between
YouTube videos, social media is an effective place for marketers to reach their audience
because we spend so much time scrolling through our newsfeed, commenting, liking and
sharing. A newer form of social media advertising is sponsored filters on apps like Snapchat
that tie in a fun component, like a taco face filter, with a sponsorship by Taco Bell.

25 Pop-up ads
A pop-up ad is most common when you first visit a site. Marketers use these pop-ups to
draw visitors' attention to some feature or product, since they typically block all other web
content and force you to take notice. For example, when you visit a shopping site, pop-up
ads remind you about coupons as well as the latest deals and specials at that particular shop.
https://study.com/academy/lesson/what-is-online-advertising-definition-types-examples.html
(accessed in February 2018)

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 I
READING

A. Say if the following sentences are TRUE or FALSE. Choose a sentence from the text to justify
your answer.
1. You can find many online advertisements.

2. Advertised products have nothing to do with the sites they appear on.

3. Advertisements can interrupt videos.

4. You are unlikely to find a pop-up ad when you visit a site for the first time.

B. Complete the sentences according to the information in the text.

1. You can find online advertisements not only while surfing the net…

2. Social media platforms are appealing to marketers because…

3. You can’t ignore pop-up ads since all other…

C. Match the words from the text with their definitions.

1. banners (line 7) a. tickets or documents that can be redeemed for a financial

discount or rebate when purchasing a product

2. coupons (line 14) b. a service that highlights information that includes profile
changes, upcoming events, and birthdays, among other
updates

3. newsfeed (line 22) c. money given to an organisation to help pay for something

4. sponsorship (line 24) d. headings or advertisements appearing on a web page in the

form of a bar, column, or box

II
WRITING THROUGH READING

1. Write a short explanation (around 120 words) about the influence of advertising on
consumers and its probable consequences.

2 Link up to you! 11
 III
LANGUAGE USE

A. Complete the text with a word or an expression from the box.

online target banner ad inexpensive devices

smartphone success engine newsfeed browser

You log on to your web a._______________________ to check out a news story and see a
b._______________________ from your favorite clothing store. You venture over to Google to
search for a new case for your c._______________________, and up pops an ad for a newer version
of your phone. You check out your d._______________________ on your favorite social media site
and you see advertisements for a new restaurant and a pair of shoes you've had your eye on.
e._______________________ advertisements are pervasive, showing up in all areas of our
internet, social media and mobile experiences. It could appear in a web browser, search
f._______________________, on social media, on mobile g._______________________ and even in
email. Savvy advertisers are increasingly making use of this forum for reaching consumers, for
a number of reasons:
• It's relatively h._______________________

• It reaches a wide audience

• It can be tracked to measure i._______________________ (or failure)

• It can be personalized for a j._______________________ audience

https://study.com/academy/lesson/what-is-online-advertising-definition-types-examples.html
(accessed in February 2018)

B. Complete the sentences with a suitable preposition. There is an extra preposition.

1. Marketers insist ________________ using social media to advertise their

products. from
on
2. A friend of mine suffers ________________ online addition. She is always
scrolling down her smartphone screen. about
for
3. The CEO thanked his workers ________________ being so committed.
in
4. Most people complain ________________ pop-ups in their newsfeeds.

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 C. Rephrase the sentences using the “causative.”

1. An auditor will analyse the sales results for me.

I __________________________________________________________________________________________

2. An expert assessed all our possessions.

We _______________________________________________________________________________________

3. The committee has authorised their project.

They ______________________________________________________________________________________

4. A mechanic is going to service my car.

I __________________________________________________________________________________________

5. A magazine will publish the supervisor’s article.

The supervisor ____________________________________________________________________________

4 Link up to you! 11
 Answer key

I. READING (80 p) III. LANGUAGE USE (80 p)

A. (48 p) A. (103 p)
1. True. “Whether you're surfing the web or just checking a. browser
your email, you can't really get away from advertisements b. banner ad
delivered in a digital setting.” (lines 1-3) c. smartphone
2. False. “You might find a car sale display ad on a popular d. newsfeed
car blog or a banner ad promoting the newest beauty e. Online
products at Sephora on a popular beauty or cosmetics f. engine
blog.” (lines 8-11) g. devices
3. True. “From Facebook ads to sponsored tweets and ads h. inexpensive
that pop up between YouTube videos…” (lines 20-21) i. success
4. False. “A pop-up ad is most common when you first visit a j. target
site”. (line 26)
B. (45 p)
B. (38 p) 1. on; 2. from; 3. for; 4. about
1. … but also when checking your email.
2. … people spend a lot of time using them. C. (56 p)
3. … web content is blocked. 1. … will have the sales results analysed (by an auditor).
2. … had all our possessions assessed (by an expert).
C. (38 p) 3. … have had their project authorised (by the committee).
1. d; 2. a; 3. b; 4. c 4. … am going to have my car serviced.
5. … will have his article published in a magazine.
II. WRITING THROUGH READING (40 p)
Open answers.

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