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
44
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
D
解析
另一种广告媒体就是邮寄广告册,但是这种做法太滥了“so overdone,...its effec-tiveness has been impaired”,且效果不大,因此,这里填入D,比较合适:“这类的促销宣传应该精心策划,否则不如将它(direct-mail)扔进垃圾箱”。
转载请注明原文地址:https://kaotiyun.com/show/QUoO777K
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
Lookatthestatementsbelowandatthefiveextractsaboutdifferentmergersfromnewspaperarticlesontheoppositepage.Whic
Readthearticlebelowaboutcorporateculture.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerS
Readthearticlebelowaboutmergersandacquisitions.ChoosethecorrectwordorwordstofilleachgapfromA,B,CorDonth
Readthebusinesscoverletterbelow.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammaticallyincor
Readthearticlebelowabouthumanresourcesmanagement.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyour
ThecrisismetbyJapanesechemicalgroupsiscausedby______Chemicalgrouphasthehighestpershareaccordingtothereport
Accordingtothespeaker,______isthemostimportantenvironmentalissuesofthemoment.Accordingtothespeaker,therainf
Lookatthenotesbelow.Youwillhearamaninquiringforhisholiday.MessageTo:ChinaIntern
随机试题
主体在客观世界摄取象征物,赋予其一定的象征意义,以此种方式形成的意象便是()
患者,男,45岁。因发热伴牙龈出血10天来诊。患者于10天前无明显诱因发热,体温38.2℃,伴全身酸痛,轻度咳嗽,咳少许白色黏痰,同时发现刷牙时牙龈出血,自服抗感冒药治疗无效来诊。病后进食少,睡眠差,二便正常,体重无明显变化。既往体健,无结核病史,无药物过
患者,男,58岁,渴喜冷饮、烦躁不安、便干尿黄、舌红苔黄,同时又见四肢厥冷、脉沉等症。根据以上描述应采用的治法是()
下列情形中,属于合同继续履行例外的有()。
某项目经理在一次“加强成本管理,控制项目成本”的会议上就成本管理的原则和成本控制的方法说了以下一番话:(1)成本管理原则:在该工程的成本管理中要实行成本最低化管理,即通过成本管理的各种手段,促进不断降低施工项目成本,以达到可能实现最低的目标成本的要求;要实
(2010年浙江.55)某城市一个居民小区2008年以前盗窃事件经常发生,2008年在小区居民的要求下,物业管理部门为该小区安装了技术先进的多功能防盗系统,结果该小区盗窃事件的发生率显著下降,这说明多功能防盗系统对于防止盗窃事件的发生起到了重要作用。以下哪
简述20世纪50~80年代苏联教育改革的主要特点。
设二维随机变量(X,Y)的分布律为(I)求常数a;(Ⅱ)求两个边缘分布律;(Ⅲ)说明X与Y是否独立;(Ⅳ)求3X+4Y的分布律;(V)求P{X+Y>1}.
PeoplefrommanycountriesweredrawntotheUnitedStatesbythegrowingcitiesandindustries.
FamilyMatters1ThismonthSingaporepassedabillthatwouldgivelegalteethtothemoralobligationtosupportone’spar
最新回复
(
0
)