1. Read article on page 26 in the Workbook and prepare answers to the following questions.

1.      What are the outcomes of Yankelovich partners´study?

2.      How many ads is the average American subjected to every day? Where?

3.      What was the goal of the report by Deutsche Bank?

4.      What is the conventional wisdom about the advertising industry?

5.      How has the effectiveness of TV commercials changed?

6.      What happens when times get rough?

7.      What are the returns from traditional ad media according to Robert Shaw?

8.      In what different ways do ads effect sales?

2. WB, Unit 6 Listening. Listen and fill in the gaps.

Procter and Gamble, which helped to ____________  TV soap operas as a new way to market goods, is
looking once again for __________ ways to reach consumers. Three years ago it ________________ an
operation called Tremor to ______________ an army of several hundred thousand American teenagers.
It uses these “tremors” to discuss ideas about new products and to help _________________ marketing
messages. _________________, the teenagers get to hear about and use new things before many of
their ________________.

            Getting trendsetters to buy (or be given) new products in order to influence a
______________ _______________ is hardly a new idea. So-called “early adopters” are a similar
group, much sought-after by consumer electronics companies in order to give their new products a
good start. But there is a wider group which _______________ sometimes call “prosumers”, short for
proactive consumers. Some people in the industry believe this group is the most powerful of all.

            Euro RSCG, a big international agency, is completing a nine-country study of prosumers,
which it says can represent 20 percent or so of any ______________ group. They can be found
everywhere, are at the ______________ of consumerism, and what they say to their friends and
colleagues about _______ __________ and products tends to become _________________ six to 18 months
later. They also ______________ by category. A coffee prosumer, for instance, will not necessarily
be a prosumer of cars.

            Such people often ____________ traditional ads and _________________ use the internet
to research what they are going to buy and how much they are going to pay for it. Half of prosumers
_________________ companies and products they cannot find on the internet. If they want to
influence prosumers, companies have to be extremely open about providing information.

3. Use the beginning of the second sentence to transform the first one. Use a gerund or infinitive
form.

1. Do not forget to post the letter.

    Remember ...

2. I haven’t said anything like that, I am sure.

    I do not remember…

3. I will never forget how we spent the holiday in the south.

    I can’t forget ….

4. I am very sorry I did not take the opportunity.

    I regret …

5. I get up early every day.

    I am used …

6. I was working too hard. I needed a break.

    I stopped …

7.  I won’t watch the film, it is not very good.

    There’s no…

8. Let’s launch the project right now.

    I suggest …

9. I didn’t tell him the truth, it was too difficult for me.

    I failed …

10. I can’t wait to go home at the weekend.

      I look …