首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Read this passage about advertising media. Choose the best sentence from the list A—G to fill in each of the gaps. For each gap
Read this passage about advertising media. Choose the best sentence from the list A—G to fill in each of the gaps. For each gap
admin
2012-09-10
63
问题
Read this passage about advertising media.
Choose the best sentence from the list A—G to fill in each of the gaps.
For each gap (8—12), mark one letter (A—G) on your Answer Sheet.
Do not mark any letter more than once.
There is an example at the beginning.
Considerations in Choosing Media
It obviously doesn’t pay for a local, one-unit department store to advertise on national television. Likewise, it usually is not practical for a neighbourhood variety store to advertise in a large metropolitan newspaper. (0)
1. Does the advertising medium cover the market?
2. What is the cost per reader or listener in the market?
American businesses spend about $ 30 billion per year for advertising of all types. This large advertising industry offers a wide variety of jobs for college graduates, including such positions as advertising managers, layout specialists, artists, copywriters, account executives, media directors, and sales specialists.
Advertising firms have been more effective in answering these questions than many business owners have been. For instance newspapers raise their advertising rates when their circulation increases. 8 And magazine advertising rates are also based on total circulation. All these mass media are expensive advertising methods because they reach so many people. In designing an advertising program, an individual firm or its hired advertising experts must somehow balance the necessity of advertising against the likelihood that some expenditures will be wasted. Individual advertising expenditures vary from more than $ 200,000 for a one-minute nationwide television commercial during the Word Series or Super Bowl to the small cost of printing and distributing 100 announcements to promote a sale or service in a neighborhood. All advertising has the final goal of increasing sales for the business firm either in the short run or in the long run.
In considering these, basic questions, we can see why Ford, General Motors, and Chrysler can afford the huge costs of national television advertising. 9 Even so, the growth of suburban shopping centers and the establishment of branch outlets by department stores and other retailers have brought local television advertising within the range of many smaller retailers 10
Since the time that television came into its prime as an advertising medium, radio advertising has made a substantial comeback in terms of numbers of listeners. 11 The yellow pages of the telephone directory are another effectively way to promote shopping goods and special items or services for which customers prefer to check sources by telephone first. And advertising on public transportation vehicles is also effective, when it can be geared to the advertiser’s market.
Traditionally, all advertising was classified either as direct-action advertising or as institutional advertising. Thus, the statement "Raincoats are on sale today at $ 9.95" is an example of direct-action advertising and the claim "our employees subscribe to the United Fund 100 percent" is an example of institutional advertising.
Direct-mail advertising has been so overdone, especially by smaller firms, that Its effectiveness has been impaired. 12 Still, direct mail offers the advantages of being selective in coverage, relatively inexpensive, and more flexible.
A. We can also see that local department stores cannot benefit proportionately from national television advertising to justify the expense.
B. Similarly, television-advertising rates are based on audience ratings.
C. In deciding which media to use, advertisers must consider these questions.
D. Such promotion must be well prepared or it will be tossed into the nearest wastebasket.
E. Newspapers, too, have attempted to make advertising more attractive to small firms offering special full-page advertisements featuring the message of several different firms.
F. Advertising is very important for business.
G. Radio advertising often serves local merchants effectively and at costs that more firms can afford.
选项
答案
G
解析
随着电视作为广告媒体进入巅峰时期,无线电台的广告在听众数量方面有了不小的提高。为什么呢?电台广告常常有效地服务当地商人,费用低廉。也就是说,全文只有它的上句提到了radio advertising,这里应该接着讨论有关radio advertising方面的事情。
转载请注明原文地址:https://kaotiyun.com/show/LUoO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
Readthistextabouteffectivebankingsupervision.Choosethebestsentencefromtheoppositepagetofilleachofthegaps
Readthistextabouteffectivebankingsupervision.Choosethebestsentencefromtheoppositepagetofilleachofthegaps
Lookatthestatementsbelowandatthefiveextractsaboutdifferentmergersfromnewspaperarticlesontheoppositepage.Whic
Readthetextbelowabouttipsonbusinessnegotiation.Inmostofthelines(41-52)thereisoneextraword.Iteitherisgra
Readthetextbelowabouttipsonbusinessnegotiation.Inmostofthelines(41-52)thereisoneextraword.Iteitherisgra
Readthearticlebelowaboutcorporateculture.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerS
Readthefollowingarticleaboutrecruitmentprocessoutsourcingandthequestionsontheoppositepage.Foreachquestion(1
Readthistextaboutthegrowingdemandforconsultants,takenfromabusinessmagazine.Choosethebestsentencefromtheop
Consumersareconcernedaboutthechangesinthepackagesize,mainlybecause______.Accordingtothisreport,varioustypeso
WHEREPEOPLESPENDTHEIRHOLIDAYSYouareaclerkinLuckyTourismCompany.Youareresponsibleforarrangingtravellinglines.
随机试题
下列关于证据收集的说法,错误的是:()
A、胃小弯十二指肠后壁B、胃大弯C、胃小弯D、幽门附近、胃和十二指肠前壁E、胃窦胃癌多位于_______。
津液输布的主要通道是
周先生,49岁,患慢性痢疾,医嘱给予0.5%新霉素溶液保留灌肠,不正确的操作是
城市化进程中城市发展与经济结构转型过程,形成()四个阶段。
会计人员在工作中“都是熟人不会错”的不良习惯,违背了会计职业道德规范中的()的具体内容。
收益性物业预算是物业管理中经营计划的核心,预算中包括()。
富士于薄红中醒来。请将眼睛下移,红霞早已罩在最北面的大山顶上了。接着,很快________到足柄山,又转移到箱根山。看吧,黎明正脚步匆匆________着黑夜。红追而蓝奔,伊豆的连山早已一派桃红。依次填入画横线部分最恰当的一项是()。
唐朝时的“朋党之争”所反映的矛盾是( )。
许多企业深受目光短浅之害,它们太关注立竿见影的结果和短期目标,以至于无法高瞻远瞩,往往使企业陷于被动甚至导致破产。因此,企业领导层的决策和行动应该以长期目标为主,不需过分关注短期目标。以下哪项如果为真,将最有力地削弱上述论证?
最新回复
(
0
)