Cover of the textbook Engage B2 with Exam Skills

The key answer of exercise 17

The key to exercise solutions in chapter Unit 6 - It’s a brand-new world! for the textbook Engage B2 with Exam Skills with authors Barbara Bettinelli e Jane Bowie from Pearson Longman

Question

Read the article and answer the questions.

Answer

  1. Companies find it difficult to identify what makes an effective advert due to the rapid pace of advertising changes driven by technological advancements. This makes it challenging to pinpoint the most effective advertising methods and messages.
  2. Advertisers should take into consideration three important dimensions crucial to the success of advertising formats: attention, emotional engagement, and conversion to long-term memory. They should also consider geographical differences in consumer preferences, as well as generational variations in what resonates with different age groups.
  3. Health-themed ads are particularly effective in Latin American countries. Additionally, ads focusing on family life are well-received in regions like Latin America and Asia / Pacific where traditional values hold strong.
  4. Millennials trust online ad formats the most, followed closely by those aged 35-49. However, traditional advertising channels such as TV, newspapers, and magazines still maintain a high level of trust among consumers, with around six in ten respondents expressing trust in them.
  5. The most successful adverts are those that speak to the feelings of the audience, featuring simple stories, striking images, and situations people can relate to. They should also consider age-specific preferences, such as the style of humor preferred by different generations, and tailor messages accordingly to resonate with specific age groups.

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