Technology has become an essential part of our daily routine, which we cannot live without. It’s everywhere and accompanies us everywhere we go. People communicate with each other in many ways. Digital technology, in the form of smart phones, web-based television and tablet PCs, is changing the world foradvertisers.
A few decades ago advertising was much simpler. Advertising agenciesconcentrated on print media, television and radio to get their message acrossto the consumers. This has changed today. People are concentrating on digital media and advertising has to move there.
More and more people do not only watch commercials on TV but also see ads on their smartphone or tablets. Modern television is turning into a powerful computer that has access to the Internet. People can play games or watch interactive videos.
Consumers today can chose to interact with ads in a new way. They can take part in surveys or feedbacks or just switch them off if they want to. They can also promote a brand by suggesting how good a product is to other people. Social media networks likeFacebook and Twitter also play a part in a global advertising strategy.
People also want relevant ads on their screens. While browsing the internet for information on washing machines it would be helpful for such ads to pop up. Internet users click on ads more often if they look for information or want to buy something.
Advertisers of the future face a great challenge: using new technology to form new relationships with customers and create new business models.
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Vocabulary
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Phonetics
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Meaning
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essential ( adj. )
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absolutely
necessary; extremely important.
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Ex. It is
essential to keep up-to-date records.
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decades
( n. )
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a period of ten years.
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Ex. He taught at
the university for nearly a decade.
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surveys ( v. )
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look closely at or examine (someone or
something).
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Ex. Her green
eyes surveyed him coolly.
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interact ( v. )
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act in such a way as to have an effect on
each other.
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Ex. All the stages in the process interact.
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access ( v. )
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obtain or retrieve (computer data or a file).
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Ex. Information can be accessed from several files
and displayed at the same time.
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