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Part 3-style questions

Examiner: What is it that makes an advert effective?
Spencer: Well … when a company launches a product they have to consider the Internet … especially how it can be used to spread the word on social media … so in this context a video that goes viral is probably the most effective type of advert you could make.
Examiner: What are the advantages to companies of advertising on the Internet rather than TV?
Stelios: I’d imagine the main advantage is you can reach your target
audience much more effectively … if you bring out a niche product for example
… or you have a tight advertising budget … you can advertise on particular sites that the people you want to reach visit … that’s not something you can do on TV.
Examiner: What things do advertising companies do that might give it a bad name? Raol: For me the most irritating is cold calling … we must get two or three of these every day at work … then there’s junk mail that gets posted through the letterbox
… and of course the online equivalent of this … spam emails … I think it’s this kind of advertising that tends to annoy people.
Definitions

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  advertising agency: a company that creates adverts for other companies
  
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  advertising budget: the amount of money a company decides to spend on advertising
  
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  brand awareness: how well people know a particular brand
  
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  brand loyalty: the degree to which people continue to buy from the same brand or company
  
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  buy and sell: often used to refer to the buying and selling of items between individuals
  

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  call to action: something that encourages someone to take a particular action, such as making a purchase or clicking a link on a website
  
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