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 the following article about advertising. •For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for
•Read the following article about advertising. •For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for
admin
2010-01-28
35
问题
•Read the following article about advertising.
•For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for the answer you
Advertising
The primary function of advertising is to communicate marketing objectives to selected target audience. It is used to accomplish a number of tasks, using different media vehicles, reaching diverse audience, and gaining interest with a number of creative approaches. However, despite the seemingly endless channels for utilizing advertising, it is basically a marketing communication too. When we examine an- successful advertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successful advertising must be oriented to specific objectives. Before we can determine advertising objectives, it is advisable to distinguish between marketing and advertising goals. Effective advertising is an extension of the basic marketing plans and is derived from it. However, advertising goals are not the same as marketing goals. The marketing staff sets the marketing goals or objectives. The marketing department decides how to allocate resources to various tasks, including advertising. It also determines how these resources will be distributed to specific target markets and what sales objective can be expected over time and geography.
Examples of marketing objectives are
1. Attaining a market share increase from 2 percent of industry sales to 4 percent within 18 months.
2. Increasing distribution by number of retail outlets and/or geographical regions: If a product is currently available to 50% of the population or can be found in 50% of retail outlets, a marketing goal might be set to increase this figure to 60 percent by the end of the year.
3. Increasing total sales. Coals troy ha set in either number or units sold or traits sold ca: dollar volume of sales. Advertising goals are communication objectives designed to reach the target audience with the appropriate message. Ad goals are based on marketing objectives, but they are not the same as marketing goals. Advertising objectives might include
1. Increasing brand awareness from 20 percent to 30 percent among 18-to-34-year-old women within one year.
2. Increasing recall of brand advertising by 10 percent in the next three months.
3. Increasing favorable product attitudes by 10 percent in the next year.
Note that advertising goals are based on improving communication and consumer attitudes toward a product. It is interesting to note that a survey indicated that a majority of companies wanted to measure advertising success based on sales. Obviously, even sophisticated corporations often confuse marketing and advertising goals.
Advertising is the communication arm of the marketing process. It is a method of delivering a message from a sponsor, through a formal communication channel, to a desired audience. Advertising has many roles. It is designed to dispose a person to buy a product, to change minds, or even to advocate leas con- starting ("demarketing"). It may be used to help elect a candidate, raise money for charity, or support a cause. Must advertising, however, is for the marketing of goods and services.
Advertising is also part of the everyday culture of virtually every American. It is estimated that the average person sees or hears as many as 1,200 ads and commercials each day. Advertising is part of the social, cultural, and business environment, it mirrors this environment and also brings about subtle changes in the behavior of the public that uses it. It is no wonder that advertising is one of the most scrutinized of all business enterprises.
Today, advertising is functioning in a changing economic and social climate. Advertisers are viewed in many ways by the publics they serve, Manufacturers are asking for more tangible evidence of advertising’s role in the selling process, and the media are constantly seeking higher advertising rates to cover spiraling expenses. At the same time, the audiences that advertisers seek are becoming even more fragmented. Consumers, despite their seeming fascination with advertising’s creative process, tend to ha- come more cynical and disbelieving about its claims.
Based on the text, which of the following statements is true?
选项
A、Advertisements form part of a nation’s culture.
B、Advertising is legalized lying.
C、Promise, large promise, is the soul of an advertisement.
D、Advertising has put an end to the power of the most powerful adjective.
答案
A
解析
转载请注明原文地址:https://kaotiyun.com/show/P5Kd777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
A、 B、 C、 D、 D答案为(D),图片上显示的是人们在看陈列在建筑物外的书籍的样子。主语是They和People,因此都能成为正确答案,所以要留意一下谓语部分。如果漏听了entering而只听到buil
Whatdidthecustomersrecommend?
A、 B、 C、 A让对方不要忘记填写有关客户服务的调查问卷的陈述句。(B)是使用和fill类似的单词file的错误选项;(C)是重复问句中的service、有重复词错误的错误选项。因此对叮嘱不要忘记填写调查问卷的话,回
NegotiationYourcompanywilldobusinesswithanotherforeigncompany.Sinceitisthefirsttimetodobusinesswiththatc
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.Technology:theimportanceoftrainingstaffinhowto
Canyouexplainwhypeoplebuystockonmargin?
Practisediscussingthistask,andthequestionswhichfollowit,withapartner:STAFFTRAININGREVIEWTheorganisationyouwor
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.
•YouwillheartheChairmanoftheBusinessBroadcastingCommitteeofatelevisioncompany.Heisaddressingameetingofthec
随机试题
简述能力与知识、技能的关系。
A.糖皮质激素B.秋水仙碱C.别嘌醇D.丙磺舒E.吲哚美辛抑制尿酸生成的药物是
主动扩散具有的特征是
限额设计的关键阶段是()。
从事市政公用工程压力管道焊接的焊工,必须持有有关部门统一印制的“特种设备作业人员证”,并在有效期内,该有关部门是指()。
证券公司自营风险的防范应遵循两个原则,一是重点防范原则,二是综合防范原则。()
根据《国有股东转让所持上市公司股份管理暂行办法》的规定,国有股东转让所持上市公司股份的形式包括()。
关于试管婴儿技术叙述正确的是()。
Theguyinthenextcubicleisyammeringawayonthephone.Acrosstheroom,someonebeginscursingloudlyatajammedcopymach
Extensivenewstudiessuggestthattheworldhasmadeextraordinaryprogressinreducingpovertyinrecentdecades.Theresearch
最新回复
(
0
)