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
46
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
Readthetextbelowabouttipsonbusinessnegotiation.Inmostofthelines(41-52)thereisoneextraword.Iteitherisgra
Readthearticlebelowaboutcorporateculture.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerS
Readthearticlebelowaboutmergersandacquisitions.ChoosethecorrectwordorwordstofilleachgapfromA,B,CorDonth
Readthebusinesscoverletterbelow.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammaticallyincor
Readthearticlebelowabouthumanresourcesmanagement.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyour
Readthearticlebelowabouthumanresourcesmanagement.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyour
Whatisimportantwhen...?Settingprice-Costs-Demand--
Accordingtothespeaker,______isthemostimportantenvironmentalissuesofthemoment.Toprotecttherainforests,thepri
NotesThenumberofpeoplestayinginthevilla:(1)Thetimetospendholiday:from(2)to14thThenumberof
随机试题
下列哪项检查最有助于葡萄胎的诊断
类风湿性关节炎与风湿性关节炎不同的临床特征是
公路隧道检测技术涉及面广,内容多,其中包括()等。
某部门的乙烯炼化一体化原油储运配套工程,原油管线全长230km,设计输油量2000万t/a,储油罐140万m3。工程分4个站场工程和6条线路工程,在首站建6座10万m。外浮顶油罐,在一个分输站建8座10万m3外浮顶油罐,无组织排放废气主要是原油储罐呼吸
项目后评价的三个层次是()。
长江流域,无疑也是中华民族文化的______之一。考古发现______,旧石器时代处于长江上游今云南境内的元谋人,与黄河流域今陕西境内的蓝田人______。这个结论具有划时代的意义。填入划横线部分最恰当的一项是()。
设α1,α2,α3,β1,β2都是四维列向量,且|A|=|α1,α2,α3,β1|=m,|B|=|α1,α2,β2,β3|=n,则|α1,α2,β1+β2|为().
以下描述中错误的是
使用VC6打开源程序文件modi3.cpp。此程序的功能是将out1.txt文件中的内容输出到屏幕与文件中。输出如下:李一1.78m21王一1.65m23out2.txt文件的内容如下:李一1
DifferentKindsofMeetingsNowadays,therearethousandsofinternationalmeetingsheldworldwideeveryyear.However,the
最新回复
(
0
)