Sources: Microsoft Encarta

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From: Encarta

Click on Find. Type: Advertising

1. How does this article define 'advertising'?

2.a Which advertising media were once ignored?

1) 2)

b. In 1987, what were the three top advertising media in the US?

3.a. What is 'direct advertising'?

b. What forms of unmailed direct advertising are used commonly in Israel?

(Answer from your experience.)

4. What information do newspapers want to have about their readers?

5. What is the purpose of a survey of test markets?

6. What is a goal of motivational research?

7. What hopes does advertising raise?

8.a. What persuaders are mentioned in the text?

b Choose two persuaders (techniques of persuasion) that you feel work well and explain why.

9.a. How much money per capita was spent on advertising in the US in the mid 80's?

b. What criticism was made of this expenditure? How was the criticism answered?

10.a. What is meant by regulation?

b. Why is the ad industry regulated?

c. Give one example of ad regulation.

From: Grolier Click on Find. Type: Advertising

1.a. Click on the left icon and look at the table. What information does the table present?

b. Do you know what each of the top 10 companies produces? Write down as many as you know. Also write some of the numbers.

2.a. According to what criterion are ads in the US judged?

b. Does Israel have a way of removing deceptive ads from the screen?

(See if you can find the answer to this question. It is NOT in the article.)