If you wanted a new product to reach the maximum number of people for the minimum cost, what ____ you do? The answer is launch a viral ad -- a video that people can email so that it spreads like a virus and gives your product free publicity. It works like this: your company makes a video and then, ____ this viral ad reaches a 'susceptible' user (one who likes the idea), that user will send the ad to others, thus 'infecting them'. ____ each user shares the idea with more than one other user, the number of users ____. So, ____ an ad is novel or entertaining enough, it ____ across the Web like a virus at no extra cost to the advertiser. If you ____ out a viral ad that didn't catch on, it would go no where -- people would simply delete it. ____ ads are funny, smart, or edgy, they ____ have any effect.

Exercise 5A

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