Unit 6

Unit Six MEDIA AND ADVERTISING A READING SKILL Warm-up Pair/ Individual work The images below show how different forms of media can be used in advertising Talk with your partner and answers the questions below What are the advantages and disadvantages of each form? a ……………………………………………………………………………… …… ………………………… ……………………………………………… b ………………………………………………………………………………… ……………………………………………………………………………… c ………………………………………………………………………………… ……………………………………………………………………………… d ………………………………………………………………………………… ……………………………………………………………………………… Which form of advertisement is the most efficient? Why? …………………………………………………………………………………… …………………………………………………………………………………… Talk if you have personally responded to any form When? What did you order? a TV advertising b Direct mail c Pay per click (PPC) advertising d Billboards Comprehension Check Playing Catch-up Until very recently television broadcasting had been mostly unchanged since 1950s Broadcasting has long used antennae to transmit images and sounds using radio spectrum A receiving antenna, usually on roof of homes, receives the signal and demodulates it to provide the sound and images to a cathode ray tube (CRT) Viewers had to watch programmes according to the transmission schedule set by TV broadcasters and use a video tape recorder to view programmes that they missed But the rapid increase in digitalization and broadband networking has changed all that Now content makers large or small, old and new, can use the Internet or IP networks to distribute content IPTV can provide live multicast TV series to a number of users, normally subscribers to a service A unicast VOD service provides the playback of video to the viewer’s set-top box or computer The key advance that has enabled these services is the massive increase in low-cost broadband services into homes In the past, lack of bandwidth restricted the use of video over the Internet, but now content can be compressed into MPEG-2 or MPEG-4 formats, broken into IP packets and streamed across the networks into people’s homes Here it is decoded by a set-top box or played back with a media player in a PC This is all having an impact on viewing habits Presented with an EPG containing not only today’s programmes but last month’s, viewers now can watch things when they want to watch them, not when broadcasters want to transmit them Even during a programme, viewers can pause or rewind to see the goal they just missed, or listen again to the point made in a documentary And if they still miss a whole programme, they can record and store the data on the hard disk of their PVR (Personal Video Recorder) Even the business models are changing, pay per view is already common and may yet replace the income from advertising or licence fees Viewers are now watching content on LCD flat screens, PCs, or even mobile phones instead of bulky CRTs Two problems are created by all of these changes Content makers worry that digital content is easily copied for free, although digital rights management provides some protection Advertisers are now worried their content isn’t watched at all as the viewers now have so much control that they can fast forward through adverts KEY WORDS AND PHRASES (appearing in the order of the text) radio spectrum (nph): phổ/ dải tần vô tuyến cathode ray tube (nph): ống tia ca-tốt/ ống phóng chùm tia điện tử (ở máy vơ tuyến) transmission schedule (nph): lịch phát sóng (truyền hình) video tape recorder (nph): máy ghi băng hình live multicast TV series (nph): chuỗi/ xê-ri chương trình phát trực tiếp cho nhóm người xem a set-top box (nph): giải mã/ đầu thu (truyền hình) have an impact on sb (v): tác động tới/ gây ảnh hưởng pay-per-view (nph): dịch vụ xem (chương trình gì) trả tiền (cho chương trình) copy for free (vph): chép trả tiền digital rights management (nph): quản lý tác quyền kỹ thuật số Task Look through the text and find words that mean: An aerial Antenna- antennae a…………… The full range of radio frequencies b…………… A piece of equipment that decode digital signals for a TV set set - top box c…………… A piece of software for playing audio and video files media player d……… …… A method of charging viewers based on what they watch pay per view e……… …… radio spectrum Task Answer the following questions What device was used by viewers to record the programmes they had missed? A video tape recorder ……………………………………………………………………………………… What new technologies are mentioned in the text? The internet, IPTV, VOD, MPEG 2- 4, EGP, PVR ……………………………………………………………………………………… How have today’s viewing habits changed? Viewers now can record the program that they miss and watch it again ……………………………………………………………………………………… They can watch content phone ……………………………………………………………………………………… Task Are these statements true (T) or false (F)? Write T or F in each blank T _ TV viewers in the past based on the transmission schedule to watch their favourite programmes T _ TV broadcasters nowadays can distribute their programmes via various means of transmission _ The same programmes are available to subscribers to different TV services F F In fact, TV viewers today can review a certain programme by using any kind of recorder _ T _ Advertisements on TV may not be as effective as they were because viewers can easily tune to other channels to seek what they like B LISTENING SKILL Task 13 Listen to Yuniko and Tomas introducing BIGFIGHT, a new computer game Listen TWICE and then fill in the gaps with NO MORE THAN THREE WORDS Yuniko: We are video game developers and require funding to develop BigFight which will be a new, globally-networked war game We are looking for startup funding of (1) $………………… The game will be designed for all three of the main consoles on the market that have a (2) ………………… or Wi-Fi connection Tomas: But more importantly, we will also be developing an on-demand networked version for PCs that have good enough sound cards and (3) …………………… or even TVs that have Internet connectivity Yuniko: The game will be streamed across the (4) ………………… Internet connections around the world into users’ homes This enables citizens to join in a giant battle representing their home countries, which we can identify from their IP address Tomas: Gamers can join their (5) ………………… and be represented in the game as a soldier They can control what the soldier does using their keyboard and controllers or joysticks Task 14 Listen TWICE to a discussion on the design of a website Decide if the following statements are True or False Write T or F in each blank _ The designer has placed the logo at the top of the screen on the left _ Paul does not want advertisements on the home page _ The ‘Resources’ tab will take users to the blogs _ Regular users will have to sign up every time they use the site _ The site will have an e-commerce facility for subscribers _ Users can send an email if they forget their password _ JPEGs work better than GIFs _ By clicking on the image, further information will appear on the screen C LANGUAGE FOCUS Gerunds and Infinitives Gerunds (-ing forms) are verbs that behave like nouns They are formed by adding -ing to the verb base They can be used in four ways: * As the subject of a clause or a sentence E.g Paying money by ATM is becoming more and more popular Designing a web page is a hard job * As the object of a clause or a sentence E.g My brother taught me swimming when I was * After certain verbs + After verbs expressing likes and dislikes E.g I fancy watching films online ` + After other verbs such as: admit, avoid, deny, finish, forgive, give up, keep, prevent, put off, suggest * After prepositions + After all prepositions except ‘to’, usually followed by the infinitive E.g On scanning her computer this morning, she realized that it was infected with a strange kind of virus + After adjective + preposition combinations, such as: bad at afraid of bored with clever at capable of nervous/ worried about good at frightened of interested in skilled at scared of responsible/ sorry for E.g I'm interested in applying for the job + After verb + preposition combinations, such as apologize for, consist of, get used to, insist on, look forward to, succeed in E.g Technical students always look forward to having the latest software To- infinitive is the base form of the verb that is used after ‘to’ (to do) They can be used in four ways: * To express purposes (to answer "Why ?" or “What for?”) E.g The workmen have dug the street to lay the cable * After certain verbs agree, choose, decide, expect, forget, hate, hope, intend, learn, like, love, mean, plan, prefer, promise, refuse, remember, want, would like, would love E.g They decided to start an online business together Note that some verbs are followed by a direct object and the infinitive advise, ask, encourage, expect, intend, invite, order, persuade, remind, tell, want, warn, would like, would prefer E.g She had reminded me to turn off all electronic appliances before I left the room, but I forgot to it *After certain adjectives E.g It is impossible to connect him through the Internet right now due to the cable failure at sea Perhaps we’ll have to seek another way *As a post-modifier after abstract nouns like: ability, chance, desire, failure, intention, need, opportunity, wish E.g Online shopping gives us an opportunity to buy anything we like without leaving the house Task Put the verbs in brackets into the correct form selecting Some of the letter keys are used for (select) functions repinting Further copies can be made by (reprint) the message from the memory in the local mode leaving After (leave) the discriminator, the separated audio and video signals are sent to another one A satellite represents a relatively cheap way of (transmit) transmitting information over long distances Link (Link) up the customers through a series of computer systems to US-based airline computers may seem technically advanced Task Put the verbs in brackets into the –ing form or the to-infinitive allowing This service works by (allow) any user to create a comment and (rate) on any web site to rate backing up Drop box is not only a great tool for (share) but also for (back up) sharing your data online to explore Flickr allows you (explore) , (share) and (store) to store to share photos online Multimedia became more popular after the mid-1990s when the price of hardware began (fall) to fall / falling Then people started (use) to use /using it in industry, business, education, entertainment and for other purposes Task Underline the correct verb in brackets, using the –ing form or the to-infinitive Desktop Publishing (DTP) programs let you (combine/ to combine) text and graphics in creative ways (produce/ to produce) stylish greeting cards, business cards, calendars and many other documents You can (make/ to make) word and character changes, such as changing the space between words in a text without (change/ changing) the font size, or (change/ changing) the space between characters (Make/ Making) a picture look softer is just one of many special effects in Photoshop (Use/ Using) multimedia for graphs and tables is now the best way for managers (to present/ presenting) company results The (launching/ to launch) of the first satellite by the Russians in 1957 began the ‘space race’ D WRITING SKILL Writing an email of reply What is an email of reply? Complete the short description of a response letter and a reply email with the words below questions cover formal answer clear focus groups responds A response letter is the letter used by an entity as an (1) answer to the initial letter that was sent to them A response letter may be sent to the clients of the company who have specific concerns or to individuals and (2) groups who have inquiries and questions regarding a particular subject matter responds to emails professionally, An email of reply is one type of response letter that (3) depending on your intention in the email Basically, email replies usually follow the normal pattern of writing professional emails by using (4) formal language An email of reply may begin with an acknowledgement of the last email before giving reply to the (5) questions in the email Each question should be answered on a separate paragraph, which will help the writer (6) cover all questions and help the recipient easily grasp the answers In addition, the reply emails must be straight forward and (7)clear The most important information is stated from the beginning of the email Unnecessary big words should be avoided Instead, the writer should (8) focus on the information you want to pass in your replies and ensure the information is complete There are some types of reply emails: + A reply to request for information about a product or service thư yêu cầu cung cấp thong tin + A reply to an email of product recommendation + A reply to a complaint letter/ email thu tra lời dang thư goi ý sử dụng sp thư phàn nàn Here’s a response to email inquiries for information Dear Ms Taylor, Thank you for inquiring about the email software advertised on my blog Each of tảng the listed software functions uniquely on different platforms Before I recommend a particular one, I would like to know a bit more about you and your needs: cụ thể thêm chút b nhu cầu bạn tự chủ mơ hình kinh doanh quản lý What kind of business you handle? Are you self-employed, manager or a business owner? Will you be using the software on a mobile device or computer? Is your computer a laptop or a PC? What kind of emails you send most often? Are they replies to customer questions, business-to-business information or just emails for team members? dn vs dn nhóm với Once again, thank you for your interest in purchasing some of the email software advertised on my site I hope you will find them suitable for your business needs Yours sincerely, Kyo York Here’s a sample reply to request for information about a product or service Dear Mrs Thatcher, Thank you for your inquiry about Apple Stores Please find attached here with some instructions on our products including the products in alpha development stage We have also included a sample user name and password for you to try out the products that catch your fancy Please, not hesitate to call us if you have further questions We will be glad to have you as a customer Sincerely, Tom Hudson Writing plan and tips for good and effective email replies With the above reply email samples, you should be able to effectively respond, whether positively or negatively, to emails that come your way Here is the writing plan for a reply Subject: [Summarize the main information from your reply] Opening: [Start directly by responding to the request with a summary statement] Body: [Provide additional information and details or ask for information in a readable format] Closing: [Add a concluding remark, summary, offer of further assistance, or request for further action] In addition, you should always ensure that your email replies should: + Be clear and direct, and avoid being ambiguous That means, you should know what you want to say; and say it with the shortest possible words + Make your replies one-to-one That means, you should take the responsibility for your email replies and address directly to the reader + Keep it short, simple and sweet Be careful of the length of your email replies; they determine if they will be read or not This is an old principle of writing that still holds true in writing email replies Task Write a reply letter of 100-120 words to the following letter that complains about a service your company has provided Jane Smith 123 Main Street janesmith@mail.com Customer Services Manager Washing Company 234 Side Street Brisbane QLD 4000 Dear Customer Service Manager, On 1st Jan 2013, I purchased a virus scanning service for our HP 2021 laptop, for a price of $150 paid by bank card I am disappointed because the service you provided was not satisfactory due to the fact that the laptop still displays some problems when we open folders and files in Drive C and Desktop To resolve the problem, I would like you please to return and perform the service again in the specific area mentioned above Enclosed are copies of my receipt with your company for the services provided I look forward to hearing from you within 10 business days of receiving this letter I would like this problem to be resolved between us However, if we are unable to resolve the matter I will refer it to the State Office for Customer Protection I await your prompt response Yours sincerely, Jane Smith Task Write a short email of approximately 100 words in reply to the request letter by Kyo York on page 86 E SPEAKING SKILL Task Individual/ group work Give a short presentation on these issues, referring to the text The common way TV viewers used to watch programmes in the past The way(s) TV viewers can watch their favourite programmes today The technologies that have facilitated TV viewers today The changes in the viewing habits now compared to those earlier The problems that are being faced by TV content makers and advertisers The presentation would last 1-2 minutes Task Role play One student is a customer who wants to buy a new TV set for his/her living room Another student is a sales assistant at Media Mart Make use of the hints in the language box below and role-play the situation The conversation would last 2-3 minutes, including the Hello and Goodbye Student A Student B - I want/need a TV set that/ which + What kind of TV set would you like/ can… are you looking for? - I’d like it to be a flat screen… + How big/ How many inches…? - I think I can pay only … for it + How about this brand? - Where does it come from? + Why don’t you try a smart TV? It can - Can I hang it on the wall? + Could you follow me to the cashier? 10 - I’ll take that one + We will deliver and install it for you - How long later can I have it at my + Would you like to deposit or pay it up? home? Further guidance Let’s imgine a real-life situation In this setting, you have to decide who will speak first, the customer or the seller? What will you say to start the conversation? During your conversation, you should ask and answer about at least four points: - The brand of the item you wish to buy - The price - The guarantee - Payment method To end the conversation/ purchase, you (customer/ seller) should say something before leaving the shop or seeing the customer off F TRANSLATION Task Translate the following passage into Vietnamese The Internet is a global network of networks that use a specific set of protocols The Internet exploded into the public consciousness in the mid- 1990s with the World Wide Web, a hyper-linking of documents located in computers around the world The documents, described in an easy-to-write language called HTML, can include texts, graphics, video clips, audio and links to other documents Users navigate in this worldwide collection of documents by simple mouse clicks on links or locate them by using a search engine The eventual impact of the Internet on society is hard to fathom Many sociologists predict that it will be larger than that of printing press, the telephone, television, and radio put together As many computer and communication experts have been insisting to an incredulous audience since the early 1970s, we are in the middle of the Information Revolution, the third wave significantly ; kể interface; giao diện certain limits; hạn chế định break ; phá vỡ totally/completely/reliable; hoàn toàn multimedia; da phương tiện optimum security system,form;độ bảo mật the value of : giá trị tối ưu cost : chi phí As a result, kết 2015 data Task Translate the following sentences into English Cơng cụ tìm kiếm WWW với giao diện phổ biến Microsoft Explorer, Google Chrome, FireFox, bẻ vỡ khoảng cách, tích hợp đa phương tiện, cho phép người sử dụng tìm thấy thơng tin họ cần The search engine WWW with popular/ common interfacesuch as firefox has broken/earsed all distance and intergrated multimedia, allows users to find the information they need Giá trị khả kết nối lớn nhiều so với khoản chi phí cho 11 the value of tthis connnectivity is much higher than its cost Kết là, số người sử dụng Internet tăng lên nhanh chóng khắp giới, ví dụ 52% dân số Việt Nam truy cập Internet theo số liệu năm 2015 As a result, the number of internet users increases rapidly all over the word, for example, 52% VN population accessed the internet according to 2015 data Công nghệ Internet, dù cải tiến nhiều, gặp hạn chế định Although the technology of the internet has been improved significantly, it is still facing limitations Tuy vậy, mạng Internet khơng hồn tồn đáng tin cậy khơng đưa chế độ bảo mật tối ưu However, The internet is not totally/ completely reliable and it doesn't give/ offer the optimum security system HOMEWORK Translate the following passage into English Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers Since the early 1990s, there has been an exponential increase in the growth of online advertising, which has evolved into a standard for small and large organizations A major advantage of online advertising is the quick promotion of product information without geographical boundary limits A major challenge is the evolving field of interactive advertising, which poses new challenges for online advertisers Many people think offline advertising has been written off due to technology advances, but it is simply not the case Brands and businesses the world over are still running ads in daily newspapers We still pass billboards as we drive to and from work And the market for television ads has never been higher Offline advertising targets consumers through channels that are considered more traditional, such as newspaper ads for local restaurants, radio spots purchased by car dealerships, and direct mail, like mailing coupons and flyers to consumers' homes Write definitions for the words in italic 12 FURTHER PRACTICE I Reading Comprehension Reading Task Complete the email with the words in the box terminals schedules chain trends continuous stock renewal converge Dear Bob, I’m sorry to hear about the business issues you are experiencing due to our IT infrastructure There has been a lot of activity in the background and we are on the verge of a major IT renewal _ programme that will address your concerns Please read the attachments to this email which details what the new system will Basically the new system will give you complete supply _ visibility, guaranteed _ chain continuous terminals replenishment of stock, electronic tagging, electronic point-of-sale _ , and _ fixed-to-mobile phones converge As well as the systems outlined in the attachment we will all receive better management of information from the new systems Store Managers will receive a number of automatic reports at schedules 0900 every day, detailing the previous day’s trading, _ levels, delivery stock trends _ , and buying _ I hope this helps address some of your concerns Please feel free to contact me to discuss the rollout schedule for your particular store Best regards, Malcolm Task Are these statements true (T) or false (F)? Write T or F in each blank tiếc F Malcolm feels _ sorry for what Bob has done to his company _Malcolm promises that the technological changes taking place at his company can help T solve the problem at Bob’s company đính kèm T _ Details of the new IT system is enclosed in the email việc kinh doanh tốt T _ If Bob has this system installed at his store, he can manage his business better F This email is to offer Bob a new IT system that may relieve his concerns _ Reading As developing countries seek to upgrade their telecom networks, they are faced with difficult choices On the one hand, they have the advantage of being able to forget about rolling out national fixed line networks In some countries, tele density is as low as 4%, so expanding a wired network to cover an entire population is far too expensive The result is that they can bypass an old technology and move straight to a national wireless network to provide broadband and voice (VoIP) services 13 On the other hand, there is a difficult choice to make – Wi-Max or 3G? In many developing countries, Wi-Max (Worldwide Interoperability for Microwave Access) has already made a huge impact It delivers high-speed access wirelessly, enabling fixed and mobile broadband services over large coverage areas It is an IP-based system and comes in two versions, fixed and mobile Fixed Wi-Max is suited for delivering wireless last mile access for fixed broadband services, similar to DSL Mobile Wi-Max supports both fixed and mobile applications with improved performance and capacity while adding full mobility In India, Tata has launched what it says will be the world’s biggest Wi-Max network, with a projected cost of $600 million Task Read the extract above and answer the questions Why is teledensity low in some countries? Is it a must for a country to have wired telecoms networks before they can become a wireless nation? What are the main services offered by the wireless network? What benefits are brought about by Wi-Max? What country seems to be leading the world in IT? Task Fill in the gaps below with the words/ phrases taken from the extract 1…………… is only 4% in some countries It is expensive to cover ………………………with a wired network There is no need for a nation to experience ………………………… prior to a wireless network ……………… has two versions Tata is a company in India that ……………… a 600-million Wi-Max network Reading The benefits IT brings to trading transactions worldwide Before technology was introduced, the average number of daily trades at the London Stock Exchange was 20,000, amounting to about £700 million worth of shares changing hands After the introduction of automated trading, the figure went up to a daily average of 59,000 trades This year saw nearly £18 billion of transactions in one day ‘The speed and volume of trading is much, much higher these days’, said Sebastian Kolksmann who works for London Investments in Frankfurt ‘Transaction flows are faster driven by end investors, by electronic trading, algorithms, and lower latency’ 14 ‘Time is money as they say’, commented Bob Sherunkle, a New York Trader for London Investments ‘If our technology gets me information a nanosecond faster than everyone else, I may be able to sell a stock quickly, a split second before its price drops, or I may be able to buy another stock before its price starts to rise and it’s more expensive for everyone else That’s why we need the fastest connectivity, the quickest processing, and the lowest latency out of our systems.’ So where all these data transactions happen? Each exchange will have its own data centre that stores all the historic and current trading data with inputs, buy and sell requests, or market information, coming from all over the world Trading companies are now starting to host their own server equipment housed at the stock exchanges’ data centres, providing sub-millisecond access to the trading systems and market data, which thereby eliminates network latency Task Underline the phrases in the text which are virtually shortened Relative Clauses and rewrite them in the full form Task Fill in the summary below with NO MORE THAN THREE WORDS Owing to (1) …………………… , daily transactions at the London Stock Exchange has increased almost three folds more with the value for one day this year is (2) …………… Apart from technological advances, (3) ………………… are the ones who have remarkable influence on the transaction speed, which Bob speaks so well of because he can sell or buy (4)………………… much faster than many others Data centres are now located right at the stock exchange premises, as a result, (5) ………………… is reduced or even eliminated II Grammar and Vocabulary Practice Choose A, B or C to best complete each sentence Actually, we where to apply for a good IT service a didn’t decide b don’t decide c haven’t decided An operator to make connect the caller with the recipient before automatic exchange was born a was used b use c used Harmful programs can enter a computer when a file _ by a computer's legitimate user or via the network without authorization a copied b is copied c copies Only certain employees are on duty are ready to provide help at the Helpdesk a which b whom c who If your children play with electric devices such as computers too early, they addicted easily a becomes b would become c will become From the traffic analysis we can see that they actually _ with London more often than just talk phone 15 a videoconference b communicate c contact _ are now watching content on LCD flat screens, PCs, or even mobile phones instead of bulky CRTs a Viewers b Operators c Recorders Broadcasting has long used antennae to _ images and sounds using radio spectrum a plug b transmit c fix The software industry is very to see big changes in the coming months a soon b much c likely 10 Content makers worry that digital content is easily copied for free, _ digital rights management provides some protection a and b although c despite 11 Modular software applications for each department allow every department _ and retrieve standardized data in real-time a storing b to store c store 12 In computer science and software engineering, computer software is all information _ by computer systems, programs and data a processed b store d c memorized 13 By connecting the phones and using telephone systems, calls can be shared, transferred and managed in a number of other ways a transferring b communicating c switching 14 In our modern age, computers into PC, laptops and tablet computers a classify b are classified c classified 15 Nowadays, a lot of graduates establish a start- up company develops online games for young people a where b which c who III Writing Practice Write a letter of 100 – 120 words in reply to the following letter From: Dawn Davison Room 2460, Sunrise Building, 25th North Road CARLTON NSW 2218 To: Service Manager City Telephone Co ltd 1234 Hyde Street CARLTON NSW 2218 Dear Sir/ Madam, I have been informed of your campaign of installing new telephones in our neighborhood and we are really interested in having our telephone service improved 16 I would like to ask where we can get request forms, what we can with the forms, and whom we should send it to Would you be so kind as to provide us with a phone number to contact in case we need urgent help? I hope to hear from you soon Sincerely, Dawn Davison IV Translation Practice Task Translate the following passages into Vietnamese Passage a A mobile app is a computer program designed to run on a mobile device such as a smartphone or tablet computer Most such devices are sold with several apps bundled as pre-installed software, such as a web browser, email, calendar, mapping program, and an app for buying music or other media or more apps Some pre-installed apps can be removed by an ordinary uninstall process, thus leaving more storage space for desired ones Where the software does not allow this, some devices can be booted to eliminate the undesired apps Usage of mobile apps has become increasingly prevalent across mobile phone users Researchers found that usage of mobile apps strongly correlates with user context and depends on user's location and time of the day Mobile apps are playing an ever-increasing role within healthcare and when designed and integrated correctly can yield many benefits 17 Passage b Cloud computing has been envisioned as the next generation paradigm in computation In the cloud computing environment, both applications and resources are delivered on demand over the Internet as services Cloud is an environment of the hardware and software resources in the data centres that provide diverse services over the network or the Internet to satisfy user's requirements In the cloud computing environment, data security becomes particularly serious in the cloud computing environment, because data are scattered in different machines and storage devices including servers, PCs, and various mobile devices such as wireless sensor networks and smart phones Data security in the cloud computing is more complicated than data security in the traditional information systems Data security and privacy protection are the two main factors of user's concern about cloud technology These issues are becoming more important for the future development of cloud computing technology in government, industry, and business Passage c Online advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising Online advertising may use geo-targeting to display relevant advertisements to the user's geography Advertisers can customize each individual ad to a particular user based on the user's previous preferences Advertisers can also track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and provide adequate time gaps between exposures However, many consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons 18 Task Translate the following sentences into English Kinh doanh mạng điện thoại di động ngành kinh doanh phát triển nhanh Việt Nam Chính thế, phủ Việt Nam khơng ngừng nỗ lực để hội nhập với viễn thông quốc tế cách giảm mức độ độc quyền, chấp nhận mạng quốc tế vào Việt Nam Beeline hay cổ phần hố doanh nghiệp viễn thơng Nhà nước MobiFone, FPT, VinaPhone Viettel Kinh doanh mạng điện thoại di động Việt Nam bước vào đua gay gắt khốc liệt nhiều mặt, từ sở hạ tầng viễn thơng đến loại hình thuê bao trả trước trả sau, công nghệ, lẫn đua giảm giá cước Công nghệ Bluetooth hỗ trợ việc truyền liệu qua khoảng cách ngắn thiết bị di động cố định, tạo nên mạng cá nhân không dây Bluetooth đạt tốc độ truyền liệu 1Mb/s Bluetooth hỗ trợ tốc độ truyền tải liệu lên tới 720 Kbps phạm vi 10 m đến 100 m Khác với kết nối hồng ngoại, kết nối Bluetooth vô hướng sử dụng giải tần 2,4 GHz 19 Các ứng dụng bật Bluetooth gồm: điều khiển giao tiếp không dây điện thoại di động tai nghe không dây, giao tiếp không dây với thiết bị vào máy tính, chẳng hạn chuột, bàn phím máy in truyền liệu thiết bị dùng giao thức OBEX Cũng giống điện thoại di động, WiFi sử dụng sóng vơ tuyến để truyền thơng tin qua hệ thống mạng Máy tính bạn có cạc mạng khơng dây, truyền liệu gửi vào tín hiệu vơ tuyến 10 Tương tự tín hiệu truyền thông qua ăng-ten, giải mã gọi router 11 Sau giải mã xong, liệu gửi đến Internet thông qua kết nối Ethernet có dây 12 Khi mạng không dây hoạt động đường hai chiều, liệu nhận từ Internet qua chuyển hướng mã hố thành tín hiệu vơ tuyến để card mạng khơng dây máy tính nhận 20