GROUP 1

UNIT 4: MARKETING
READING
 Members of group
1. Nguyen Thi Huong Quynh 7. Nguyen Thuy Anh
2. Nguyen Phuc Thu An 8. Nguyen Tu Quynh
3. Nguyen Phuong Nhung 9. Trinh Ba Kiet
4. Nguyen Thi Ngoc An 10. Bui Khanh Ly
5. Nguyen Viet Hoang 11. Ta Cong Do
6. Nguyen Huy Manh 12. Mai Thi Ngoc Anh
 Table of Contents
01 03
UNIT QUESTION READING 2
Does advertising help or harm In defense of advertising?
us?

02 04
READING 1 CRITICAL THINKING
Can targeted ads change you? STRATEGY
Using a Venn diagram
 1.  UNIT QUESTION
Does advertising help or harm us?
A. Discuss these questions with your classmates.
1. Have you ever bought something because of an online ad? Do you think you were
targeted to receive the ad? Why or why not?
2. Has an advertisement ever helped you in some way? What kind of ad was it? How did
help you?
 
1. Yes, I have. I think so, because to win back our attention, ads have adapted to our
digital viewing habits by remembering what we read, buy online, then using this
information to sell us things they think we might like. While it way sound strange,
this practice called targeted ad, has become very common.

2. Yes, ads have helped in helping customers to know the right conductions that they
how to buy.
Personally, I am shopping ads on social networks. And ads have always helped me
and people to make a choice on their needs and products that would be best for it.
 B.   Listen to the Q Classroom online. Then answer the question.
1. Complete the chart with the ideas from the box. Then decide if each student thinks
advertising helps or harm us.

It makes us want things we don’t need

It gives us information about new products

It pays for a lot of things I like

You can’t trust the information you get from advertising

   How does advertising help or harm us? Helps/Harms

Yuna It gives us information about new products.  helps us 

Felix  
It make us want things we don’t need   us
harms
Marcus It pays for a lot of things I like helps us
Sophy
You can’t trust the information you get from advertising harms us
 
 2. Reading 1
Can targeted ads change us?
 2.1. PREVIEW THE READING
A. Preview. Read the title and first paragraph. What is the article’s main idea?
Check (✔) your answer.

to show how much information advertisers know about you.

✔ to show how you might feel differently after getting an ad.

to find out how advertisers find information about you.
 CAN TARGETED ADS CHANGE YOU?
1. You are browsing on the Internet and an ad pops up for a jazz concert at popular club.
- Happy then another ad appears offering you a coupon for discount ticket to jazz concert.
- You have interest in jazz music but when received this ad you feel diffently.
- You start to believe that about yourself.
- And might purchase the coupon for the concert.

2. This change in how you see yourself may be the result of receiving an ad that was targeted
to you specifically.
- Advertisers look at where you go on the internet.
- Use algorithms to make a profile of you.
- Use the information about you to find ads you might interest about.
This is type of “behaviorally targeted”ad.
3. Researchers with college student.
- Explore how “behaviorally targeted”might change how people feel about themselves.
Created “browsing history”

4. Participants were shown an ad for a sophiscated restaurant.

- They received the ad because their browsing history and for a discount coupon for
restaurant.

5. The result showed that participants who had been behaviorally targeted to receive the ad
were more likely to purchase coupon.
- They saw themselves as a sophisticated.

6. Evironment mentally friendly or “green”product.

- Based on their choices, some of the participant the received an ad for another green product.
- Donated money to an environment organization at the end of study.
- Perceived themselves as environment organization at the end of study and act on
characteristic.
7. Results of the study: 3 conditions for ads.
- Must be based on the consumer’s past online behavior.
- The consumer must know about receiving a behaviorally targeted ad.
- Must be accurate.
8. An ad for hiking boots.
- Participants who might enjoy occasional outdoor activities or no interest in outdoor activities.
The ad might have affect or no affect depend on the paricipants.
9. Mean for the average consumer.
- Current technology in ad receive ads for product that you are interested in by the blue icon in
the ad.
10. Some of people feel that advertiser know too much information about them.
- They find this to be disturbing and annoying.
 B. VOCABULARY. Complete each sentences with the vocabulary from
reading 1.
Accurate (v) Impact (n) Relevant (adj)
Acknowledge (n) Imply (v) Specifically (adv)
Factor (n) Reflect (v) Suggest (v)

1. Recent studies on smart watches ___________

suggestthat we will never be free from being “wired”

2. Karen received an online ad for running shoes that was _____________ designed for her because
she is avid runner and buys a lot of running clothes. specifically

3. jack’s question at the meeting was not ____________ to our discussion of low sales: it was
completely off topic. relevant

4. Sam recommended some article on the effects of online advertising. These articles ___________ his
own review, based on the research he has done.
reflect
 Accurate (v) Impact (n) Relevant (adj)
Acknowledge (n) Imply (v) Specifically (adv)
Factor (n) Reflect (v) Suggest (v)

acknowledge that marketing is not a good profession for him. He

5. Mr. Santana needs to _________________
needs to find another area that will use his computer skills better.
6. If you plan to study in a financial area such as accounting, you need to make sure that your work is
always _____________ accurate
factor
7. One ___________ that has caused changes in advertising is she popularity of social media.
8. People are constantly on their smartphones; this has had a huge ___________ on how people
communicate. impact
9. The students are looking at their phones. This ___________ to the instructor that they are not
interested in the class. implies
 C. IDENTIFY Read the main idea. Write the paragraph number
where they are found
5
____ 1. The participants who received the behaviorally targeted ad were more likely to purchase
the discount coupon for the sophisticated restaurant.
7
____ 2. Behaviorallly targeted ads are only effective if three qualifications are met.
2
____ 3. Advertisers research your browsing history to make ads personally designed for you.
____ 4. One experiment showed that people felt more environmentally aware after receiving an ad
6
for a “green” product.
____5. In the first experiment, participants planned a trip to Atlanta and then browsed the internet to
3
create a browsing history.
____6. If you have an interest in outdoor activities, you might show interest in an ad for hiking
8
boots.
 D. CATERGORIZE Read the statements. Write T or F, then correct each
false statement to make it true according to the article.

F 1. All of the participants in the first study believed that they had characteristics implies by
____
ads they received. All Not all
T 2. Advertisers find information about you from the sites you browse on internet.
____

F 3. Participants who were told they received the ad based on their gender were more
____
interested in the products. More Less

T 4. Some ads implies that the consumer had particular characteristics, like being
____
sophisticated.
 T 5. If consumers know they receives an ad because of their past browsing
____
history, they will be less interested in the product.

F 6. An ad sent to a consumer about a product or event that he or she has no

____
interest in will be effective. No X
E. IDENTIFY The article mentions three conditions for behaviorally targeted ads to be
effective. Look at the conditions in the chart. Then find an example of each from the
article. Indicate the paragraph that included the example.

Condition Example

1. The consumer must know he or she Para 4. Some of the participants were told
received this ad because of his or her that they received the ad because of their
past online behavior. browsing history.
2. The ad must be accurate to the P8: Participants received an ad for hiking boots
consumer’s interest.

3. The ad must be based on the P2: When advertisers look at where you go
consumer’s past online activity. on the Internet, they use algorithms to
make a profile of you.
 READING
SKILL

2.2 Distinguishing facts from

opinions
- A fact is a statement that is true and can be proven true.
- An opinion usually expresses a personal judgment or give a position about something.
Ex:
My parents have been married for 25 years. (fact)
Relationships with human beings are messy and unpredictable. (opinion)
A. CATERGORIZE Read the statements. Write F or O.
F
____ 1. Some ads try to make people aware of social problems.
F
____ 2. There were eight ads for appliances in a recent news magazine.
O
____ 3. Advertising can be ignored easily.
F
____ 4. During every half-hour television show, there are 12 minutes of commercial
advertising.
O
____ 5. The ads during the sports program were very funny.
O
____ 6. Ads create a dangerous climate of distrust.
F
____ 7. Online ads make it difficult to read articles.
B. IDENTIFY Read the sentences. Uderline the part of each
sentence that makes it an opinion.
always
1. I think people are _____________ influences by ads.
silly funny
2. Taken individually, ads are _________, sometimes _________, but
certainly nothing to worry about
________________________________.
favorite beautiful
3. My ___________ ad is the one showing the family in the _____________new car.
4. That was the most ______________ad I have ever seen.
ridiculous
5. The consequences of ads are ___________.
harmful
6. I find it _________that advertisers know so much about me.
creepy
 3. Reading 2
In defense of advertising
 3.1. PREVIEW THE READING
A. Preview. Read the title and first paragraph. Do you think the writer finds
advertising to be positive or negative? Check (✔) your answer.

✔ positive negative
 IN DEFENSE OF ADVERTISING
1. Advertising in 21st century
- Everywhere we look ( along highways, trains, buses,...)
- Provides us with quite a few benefits.

2. Ad gives information we need

- Give details about product.
- Find out where can get the best price for something.
- Example: +Buy new appliance/new car
+Best details in ads (newspapers, magazines…)
+Don’t actually have to go to lots of different store
3. Support the entertainment industry
- Ad have paid for its production.
+ Pays the TV crew for their work.
+ Broadcasting has supporters.
+ Companies’ names appear at the beginning or end of the show.

- Without support, consumer pay more money.

- Appear in ad get both experience and exposure.
4, Ad and sports
- Banner surrounding sports stadiums.
- Professional depend on ad to pay for many thing
- Example:
+ Super Bowl in the US.
+ Commercials are known to be the best of the year
+ Companies pay as much as a million dollars for 60 second of advertising
+ Viewer watch the ad almost as much as the sport
 5. Ad and web
- Ads help pay for the services that the websites provide
- without ad, web can’t work, don’t have money to continue.

6. PSA
- Provide information about issues like diseases, medical problems
- Creative, informative, memorable.

7. World without advertising

- Duller, less colorful world
- Ads were partly responsible for what you’ve just watched and enjoyed
- Weren’t necessary but we are all content to have them as part of our lives.
 CRITICAL
THINKING
STRATEGY
3.2 Using a Venn diagram
 Using a Venn diagram is one way to compare items. A Venn diagram helps you
to see similarities and differences between things. For example, you can
compare the purposes of different kinds of advertisement.

Ad for a new phone PSA

To sell something To provide To help

information
C. ANALYZE Look at the Venn diagram. Complete the diagram using the ideas from the box.
Explain your answer choices.

can change channels during ads can be annoying

pop up when you don’t expect it interrupt what you’re watching
targeted ads are just what you want to see interrupt what you’re reading
tell stories that you can relate to can be fun to watch
create interest in a product without invading privacy can click them off
are small; don’t take up the whole screen can be funny

Ads on television Online ads

C. ANALYZE Look at the Venn diagram. Complete the diagram using the ideas from the box.
Explain your answer choices.

Ads on television Online ads

● Can change ● Are small; don’t

channels during ads take up the whole
Similarities:
screen
● Can be funny ● Targeted ads are
● Tell stories that just what you want
● Can be annoying
you can relate to to see
● Can click them off
● pop up when you
● Interrupt what you’re
don’t expect it
watching
● create interest in a
● Interrupt what you’re
product without
reading
invading privacy
D. IDENTIFY Read the sentences. Then number them in the order that
the ideas appear in the article

____
6 1. PSAs provide people with information about things like medical
problems.
____
4 2. Professional sports depend on advertising.
3 3. Advertising helps support broadcasting.
____
____
2 4. Ads provide us with helpful information about products we want
to buy.
7 5. Advertisements make the world more colorful.
____
____
5 6. Ads help pay for the services that websites provide.
 E. IDENTIFY Write an example for each of the benefits of advertising listed
in the chart.
Benefit Example

1. provides information for buying best deal for new car in newspaper
something

2. supports broadcasting the companies’ names appear at the

beginning or end of the show

3. helps support sports professional sports depend on

advertising to pay for the fields, the
equipment…
4. provides public service provide people information about issues
announcements like diseases or medical problems

5. helps make the world more colorful clothing designers and photographers
to… help produce that catalog
 F. EVALUATE Read the statements. Write A if the author would agree with a statement
or D if the author would disagree with it. Write the paragraph number to support your
answer.

Agree/Disagree Paragraph

1. There are more advantages than disadvantages to A 1,7

advertising

2. Many newsreaders gained experience by doing

commercials A 3

3. Most people enjoy watching commercials during their

D 3
favourite shows

4. Professional sports fields should not have advertising

D 4

5. We should have less advertising and more fundraising

on TV D 3
 G. APPLY Answer the questions. Write the paragraph number where the answer is
found. Then discuss your answers with a partner.

1. In professional sports, what are some examples of things that advertising pays for?
Paragraph: ____ 4
fields, equipment, salaries of professional ethletes
2. What kinds of professionals work on a clothing catalog? Name at least three.
Paragraph: ____
7
store
3. Whyemployees, clothing
is it important thatdesigners, photographer,...
PSAs be very creative? Paragraph: ____
6
4.They
Whatneed
wouldto be
notmemorable
exist on thebecause
Internetthey provide
if there wereimportant information
no advertising?
Paragraph: ____
5
Website services such as online newspaper
 VOCABULARY SKILL

A suffix is a group of letters that comes at the end of a word, such as -ful in painful. When you add a suffix
to a word, it changes the part of speech. Being familiar with suffixes can help increase your vocabulary.
Here is a list of suffixes.

Adjective Noun Adverb

-ful -ial -ment -ship -ly

-able -er -tion -ness
 APPLY Decide which part of speech each word is based on its
suffix.Then check (✔) the correct column.
Adjective Noun Adverb

1.unpredictable ✔
2. relationship
✔
3. recently
✔
4.painful
✔
5. dissatisfaction
✔
6.distrustful
✔
7. happiness
✔
8. donation
✔
9. certainly
✔
10.colorful
✔
 GROUP 1

THANKS FOR YOUR

LISTENING !!!
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