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31.
Pick up a glossy magazine or newspaper supplement and there will almost certainly be at least one double page spread that looks like a regular editorial page but is headed up either ‘promotion’ or ‘advertisement’. These hybrids — unattractively but aptly called advertorials -- are being used with increasing frequency by a growing number of companies. Traditionally the preserve of high-technology clients with a complicated message to get across to potential customers, the use of this technique has now spread to sectors like financial services, alcohol and automobiles.
One major reason why marketing departments are becoming more receptive to ideas for advertorials is that publishers are pursuing them more aggressively at a time of shrinking ad budgets, while they are being treated far more professionally in a bid to persuade clients that this is a creative opportunity to spread their message to their target audiences. Pouring more imagination into them allied with raising production standards has also been a means whereby the commercial executives of magazines and newspapers can try to convince skeptical editors who strongly disapprove of blurring the advertising / editorial line of their worth.
What advertorials are about is control — controlling the message in an editorial format. Positive editorial coverage of a company and / or its products in credible publications is the best publicity any company can hope for, but often proves elusive. A successful advertorial can pinpoint the way the company delivers its message to the heart of its target audience.
High technology was one of the main sources of early advertorials — unsurprising]y, the products are complex and need to be explained with some technical detail to get the story across. That is not so easy with traditional advertising.
Advertorials can also to some degree circumvent journalistic indifference to what a company is doing because editorial coverage has already been so extensive. For example, in the case of a company like Compaq, whose swift growth in the computer market attracted many inches of editorial space, that very success can lead to journalists wondering how they can write something different about Compaq. There can be diminishing returns from an editorial point of view. So advertorials let the company present things editorially but with bought space. While they should be strongly labeled, information is being given to readers in a format that looks familiar.[1] In the light of your reading of the passage above, identify the option that contains the set of words CLOSEST in meaning to the set of words in CAPITALS
SCEPTICAL: CIRCUMVENT: ELUSIVE
(A) incredulous : surround: baffling
(B) doubtful : avoid: evasive
(C) thoughtful : deceit : illustrative
(D) philosophical : revolve : deceptive[2] In the above passage, the phrase “blurring the advertising / editorial line of their worth” implies
(A) diluting the perceived quality of their editorials
(B) hiding the actual value of the paper
(C) obscuring the actual facts in the paper
(D) devaluing the advertising potential of the editorials[3] The passage DOES NOT discuss
(A) attitude of journalists towards advertising
(B) advertorials and the publishing industry
(C) use of advertorials in industries
(D) impact of new technologies on advertorials[4] According to the passage,
(A) high technology does not support traditional advertising
(B) traditional journalists are indifferent to advertorials
(C) advertorials facilitate advertising of complex products in a professional manner
(D) advertorials occupy double-page spreads in magazinesasked in JMET
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