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
59
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
Whatwasadvertisedonthenewspaper?
Whatwasadvertisedonthenewspaper?
Whattypeofservicedoesthecompanymostlikelyprovide?
Whattypeofservicedoesthecompanymostlikelyprovide?
Lookatthegraphic.Whichcellphoneplanwillthemanmostlikelychoose?
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.(Thecandidatechoosesonetopic
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Canyougiveanexampleofhowyouworkedeffectivelywithpeopletoaccomplishanimportantresult?
随机试题
关于胸部大血管CT扫描所见的描述,错误的是
Apieceofwritinggivinginstructionshasmuchincommonwiththeexplanationofaprocess,【36】itisaddressedtoadifferentr
A.CD4+T细胞、CD8+T细胞、单核巨噬细胞浸润、肾小管坏死B.肾小血管壁纤维增厚,管腔狭窄C.急性坏死性血管炎,Ig和补体沉积伴肾出血、梗死D.肾间质大量中性粒细胞浸润肾超急性排斥反应
免疫细胞产生、分化、成熟的场所是
环刀法测试细粒土密度试验,平行试验差值要求不大于()g/cm3。
下列立法成果中属于地方性法规的有()。
金融资产的分类中,以票据、债券等契约型投资工具为主的金融资产被称为()。
甲公司2017年销售额为600万元,固定经营成本为100万元,盈亏临界点的销售额为200万元,则2018年经营杠杆系数为()。
现代教育与传统教育的根本区别在于是否重视_______的培养。
【2014年北京第24题】下列有关“函”的表述中,错误的是()。
最新回复
(
0
)