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63
Radio Advertising Limitations
Radio’s foremost limitation, (0)…it shares with (1)… ad media, is that it (2)…
cluttered with competitive commercials and other forms (3)… noise, chatter, and
interference. Radio listeners frequently switch stations, especially on (4)… car
radios, to avoid commercials.
A second limitation is that radio is the only major medium that is unable to employ
visualizations. (5)…, radio advertisers attempt to overcome the medium’s visual
limitation (6)… using sound effects and choosing concrete words to conjure up
mental images in the listener. It is important to note (7)… many advertising
campaigns use radio (8)… a supplement to other media (9)… than as a stand-
alone medium.
A third problem (10)… radio advertising results from a high degree of audience
fractionalization.
18 In which of the following sentences can you use both would and used
to? Mark them with a tick (√). In which sentences is there only one
possibility? Cross out the one you cannot use.
1 When I was younger, we used to/ would go into town on Saturday night.
2 We would/ used to spend most of Saturday afternoon getting ready.
3 My friend Diana would/ used to live only a few minutes walk from my house.
4 She used to/ would come over to my house after lunch.
5 We used to/ would wash our hair and decide what to wear.
6 We used to/ would think we looked really glamorous in our flared trousers,
platform shoes and little tops.
7 My older brother would/ used to give us a lift into town and arrange to pick us
later.
19 Choose the correct answer A, B or C.
1 He ___________ live in the country.
A used to B is getting used C got used to
2 He _____________come into my office with the coffee every morning.
A went B would C was not used to
3 He _______ often stop and talk for a while about what his life used to be like in
the country.
A is getting used to B got used to C used to
4 His family used to have their own vegetable garden and his mother _________
to prepare wonderful meals.
A is used to B got used to C used to
5 In autumn they __________ go for long walks.
A get used to B would C are getting used to
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