Unlocking Word Meanings
Read the following words/expressions found in today’s article.
Read the following words/expressions found in today’s article.
1. impact (n.) – effect or influence on something
Example: The impact of television advertising on the
company sales is very great.
2. interact (v.)
– to communicate or do things together
Example: Skype helps people
from different countries interact
with each other.
3. customized (adj.)
– made to fit the needs and wants of the customer
Example: There are customized cars built for people with
disabilities.
4. banner (n.)
– a large advertisement, usually found across the top of a web page
Example: Most websites earn money
when people click on their banners.
5. polish (v.)
– to make better; improve
Example: Companies need to test and polish their products before selling
them to the public.
Article
Read the text below.
Read the text below.
Last year, General
Motors Co. (GM) spent $40 million on Facebook advertising. This year, GM has
decided to stop advertising on the popular social networking site, saying
Facebook’s advertising lacks impact
on the market.
However, GM will continue
to maintain its free Facebook pages through which it markets products and interacts with consumers.
Since GM is the
third largest advertiser in the US after Procter & Gamble and AT&T,
its decision has caused some to doubt the effectiveness of advertising via
new media like Facebook.
John Batelle, the
chairman of Federated Media, says GM’s decision to discontinue advertising on
Facebook is a warning. He advises Facebook to work on its relationship with
major advertisers and to develop customized
advertising options for them.
But there are some
who still believe that advertising on Facebook is worth the money. Ford Motor
Co. spends 20% of its marketing budget on social and digital media and even
plans to increase spending on Facebook ads.
Another automaker,
Subaru, willingly pays for Facebook banners,
and has free content posted on Facebook as well. Subaru’s spokesman, Michael McHale, says
having both advertisement and content on Facebook results to more clicks on
the company’s website, which is what the company wants.
Meanwhile, Facebook
seems to be polishing its advertising
strategy, hiring Carolyn Everson, an ad industry veteran who used to work for
Walt Disney, Viacom MTV Networks, and Microsoft. Facebook also hosted a big
event last March which featured its latest ad options.
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Viewpoint Discussion
Enjoy a discussion with your tutor.
Discussion A
·
In your opinion, are Facebook ads or ads on
social media sites effective? Why or why not?
·
What do you think is the most effective method
of advertising? Does this advertising method also get your attention the most?
Discussion B
·
Do you think a company should spend the biggest
part of its budget on advertising? Why or why not?
·
What else should a company focus on besides
advertising (e.g., research and product development, human resource, production.
etc.)? Why do you think so?