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1. TV advertising is necessary because a. it offers a mixture of programmes b. it provides financial support to TV stations c. many viewers find it very interesting d. it is a means to encourage the viewers to follow the TV programmes. 2. Which statement is true according to the passage? a. Viewers are generally pleased with commercials. b. Five years ago viewers used to watch 50 adverts a day. c. Show cameras are kept rolling during a commercials interval. d. Viewers often get frustrated when long commercials interrupt the show. 3. What is the writer's general attitude towards TV commercials? + a. Positive b. Critical C. Approving d. Entertaining

1. TV advertising is necessary because a. it offers a mixture of programmes b. it provides financial support to TV stations c. many viewers find it very interesting d. it is a means to encourage the viewers to follow the TV programmes. 2. Which statement is true according to the passage? a. Viewers are generally pleased with commercials. b. Five years ago viewers used to watch 50 adverts a day. c. Show cameras are kept rolling during a commercials interval. d. Viewers often get frustrated when long commercials interrupt the show. 3. What is the writer's general attitude towards TV commercials? + a. Positive b. Critical C. Approving d. Entertaining

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Read the following passage: TV adverts bring huge amounts of revenue to broadcasters and this money is needed to pay for new programmes. However, many viewers are angered by the growing number of TV commercials. In the UK, audiences are watching around 20 per cent more than five years ago: the average viewer watches 50 adverts a day. It's true that having no advertising would kill the choice and quality of programmes overall, and some adverts can be entertaining. TV commercials also allow the viewer to leave the room to make a phone call or have a coffee or a meal. Nowadays, TV viewers are often using a second screen, so advert breaks let them catch up on emails, for example. Even so, in many European countries, up to 12 minutes of commercials are allowed for every hour and that can be frustrating. Just when the viewer is absorbed in the drama, match, film or soap opera, the story is interupted by adverts for soap powder or cat food products. It's no surprise that people are turning away from watching live shows and watching them online or recording them to watch later, enabling them to fast-forward through the adverts. Having TV commercials can be problematic for programme writers too. Imagine being a writer for a film or TV drama, and having to decide where and how to break up your story so that your audience does not lose interest and do the unthinkable: switch channels. Broadcasters are now experimenting with new ways to encourage TV viewers to stay and watch their commercials. One American broadcaster has tried keeping the show cameras rolling during the commercials: viewers can watch a mini screen at the bottom and see extra 'off stage' footage, for example of actors having their hair redone! More experiments of this kind are likely. Product placement, where advertisers put branded goods on shows as part of the set, is also certain to grow. In the European Union, Denmark is now the only country where this is not allowed. As times and technology change, so advertisers are having to think more creatively about how to get people to buy their products.
Transcribed Image Text:Read the following passage: TV adverts bring huge amounts of revenue to broadcasters and this money is needed to pay for new programmes. However, many viewers are angered by the growing number of TV commercials. In the UK, audiences are watching around 20 per cent more than five years ago: the average viewer watches 50 adverts a day. It's true that having no advertising would kill the choice and quality of programmes overall, and some adverts can be entertaining. TV commercials also allow the viewer to leave the room to make a phone call or have a coffee or a meal. Nowadays, TV viewers are often using a second screen, so advert breaks let them catch up on emails, for example. Even so, in many European countries, up to 12 minutes of commercials are allowed for every hour and that can be frustrating. Just when the viewer is absorbed in the drama, match, film or soap opera, the story is interupted by adverts for soap powder or cat food products. It's no surprise that people are turning away from watching live shows and watching them online or recording them to watch later, enabling them to fast-forward through the adverts. Having TV commercials can be problematic for programme writers too. Imagine being a writer for a film or TV drama, and having to decide where and how to break up your story so that your audience does not lose interest and do the unthinkable: switch channels. Broadcasters are now experimenting with new ways to encourage TV viewers to stay and watch their commercials. One American broadcaster has tried keeping the show cameras rolling during the commercials: viewers can watch a mini screen at the bottom and see extra 'off stage' footage, for example of actors having their hair redone! More experiments of this kind are likely. Product placement, where advertisers put branded goods on shows as part of the set, is also certain to grow. In the European Union, Denmark is now the only country where this is not allowed. As times and technology change, so advertisers are having to think more creatively about how to get people to buy their products.
Q2. Choose the option a, b, c or d that best answers the item according to the information given in the passage. 1. TV advertising is necessary because a. it offers a mixture of programmes b. it provides financial support to TV stations c. many viewers find it very interesting d. it is a means to encourage the viewers to follow the TV programmes. 2. Which statement is true according to the passage? • a. Viewers are generally pleased with commercials. b. Five years ago viewers used to watch 50 adverts a day. c. Show cameras are kept rolling during a commercials interval. d. Viewers often get frustrated when long commercials interrupt the show. 3. What is the writer's general attitude towards TV commercials? a. Positive b. Critical C. Approving d. Entertaining 4. A TV viewer may sometimes find commercials useful because a. people watch offstage footage of commercials b. viewers are enabled to share financial profits c. commercials allow people to do other things during the break d. commercials provide jobs for the unemployed 5. One advantage of watching a programme online is that a. you can skip commercials b. commercials are more interesting c. the show is more serious d. product placement is used
Transcribed Image Text:Q2. Choose the option a, b, c or d that best answers the item according to the information given in the passage. 1. TV advertising is necessary because a. it offers a mixture of programmes b. it provides financial support to TV stations c. many viewers find it very interesting d. it is a means to encourage the viewers to follow the TV programmes. 2. Which statement is true according to the passage? • a. Viewers are generally pleased with commercials. b. Five years ago viewers used to watch 50 adverts a day. c. Show cameras are kept rolling during a commercials interval. d. Viewers often get frustrated when long commercials interrupt the show. 3. What is the writer's general attitude towards TV commercials? a. Positive b. Critical C. Approving d. Entertaining 4. A TV viewer may sometimes find commercials useful because a. people watch offstage footage of commercials b. viewers are enabled to share financial profits c. commercials allow people to do other things during the break d. commercials provide jobs for the unemployed 5. One advantage of watching a programme online is that a. you can skip commercials b. commercials are more interesting c. the show is more serious d. product placement is used
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