2. 外语
  3. Read the following passage. Choose from the sentences A—G the one which best fits each gap of 61— 65. There are two extra senten

Read the following passage. Choose from the sentences A—G the one which best fits each gap of 61— 65. There are two extra senten

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问题 Read the following passage. Choose from the sentences A—G the one which best fits each gap of 61— 65. There are two extra sentences which you do not need to use.

   As people spend more time on social media, advertisers are following them. Earlier this year Bavarian Motor Works(BMW)advertised on WeChat, a popular messaging app in China with around 550 million monthly users. But its ads were shown only to those whose profiles suggested they were potential buyers of expensive cars. Others were shown ads for more affordable stuff, such as smartphones. The campaign bruised a few egos. Some of those not shown the BMW ad complained, referring to themselves as losers.
   【R1】______But it was also an example of how marketing chiefs are struggling to find the right way to reach consumers on new digital platforms, where they are spending ever more of their time.
   【R2】______Today it has become a pillar of the advertising industry. Social networks like Facebook, Twitter and Linkedln have cultivated vast audiences: 2 billion people worldwide use them, says eMarketer, a research firm. Online advertising of all sorts continues to grow, and within that category, spending on social-media ads has gone from virtually nothing a few years ago to perhaps $20 billion this year.
   【R3】______This means ads can be aimed at them with an accuracy that is unthinkable with analogue media. For example, Chevrolet, an American car brand, has sent ads to the Facebook pages and Twitter feeds of people who had expressed an interest in, or signed up to test-drive, a competitor’s vehicle.
   【R4】______Facebook, Twitter, Instagram and other platforms are selling ads containing " buy now" buttons, which let users complete a sale on the spot. It is too early to tell how many consumers want such a convenience, but the social platforms foresee a future in which they get paid by advertisers to provide instant-shopping services that make the platforms more useful to their members, and get them to spend more time on them.
   【R5】______Instead of creating a single, broad-brush message that will run across television, radio, print and outdoor, they are producing many variations on a theme, matching each to the subset of consumers they judge most likely to respond to it. Last month Lowe’s, an American home-improvement retailer, ran a campaign on Facebook in which users were sent one of several dozen versions of its ad, depending on which part of their homes they had mentioned on social media.
Questions 61 to 65
A. Marketing chiefs also need to think through efforts to give their brands "online personalities".
B. Advertisers like social-media platforms because they gather all sorts of data on each user’s age, consumption patterns, interests and so on.
C. Such fine-tuned targeting means that the distinction between advertising and ecommerce is becoming blurred.
D. But in attempting to ride social-media trends, companies can easily fall flat on their faces.
E. To wring the most out of the ability to target consumers precisely on social media, ad agencies are making big changes to their campaigns.
F. The carmaker’s experience shows the complexities of advertising today, when it is so easy for dissatisfied customers to make their voices heard.
G. Not long ago social-media marketing was something that brand managers might ask their summer interns to deal with.
【R5】
选项
答案E
解析 文章最后一段以Lowe公司的活动为例，说明了广告商们现在会准备一个广告的不同版本，针对不同的客户子群体进行精准投放。E项意为“为了最大程度地在社交媒体上精准定位用户，广告商们正对他们的广告活动做出重大改变”，与例子中提到的“campaign”照应，而Lowe公司的广告也是精准定位客户子群体的例子，最符合语境。
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本试题收录于： A类竞赛（研究生）题库大学生英语竞赛（NECCS）分类
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大学生英语竞赛（NECCS）

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