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  3. By the time the Olympics begin in Atlanta this summer, the business world will have spent more than $1 billion to link their nam

By the time the Olympics begin in Atlanta this summer, the business world will have spent more than $1 billion to link their nam

admin2012-02-27  30
问题     By the time the Olympics begin in Atlanta this summer, the business world will have spent more than $1 billion to link their names and products to the Olympic Games. There are 10 Worldwide Sponsors, 10 Centennial Olympic Partners, about 20 regular sponsors and more than a hundred licensees (领有执照者). The Atlanta Games will boast an "official" timepiece (clock), two official game shows, and two official vehicles: a family car, and a luxury sedan (轿车). But what exactly do these companies reap for their huge investment? At the very least, they command tickets to the most popular events, invitations to the best parties and prime hotel rooms. But most of all, according to US Postal Service, it is purchasing the right to spend money.
    And the right to spend money is expensive. The biggest backers, Olympic sponsors like Anheuser-Busch, Coca-Cola, McDonald’s and Xerox, commit up to $40 million. But, getting the rights to the Olympic rings is only half the battle. The other half is the challenge to sort of wrap their product brands around that image. Often that means TV time. And at roughly $ 400,000 per 30-second slot, some of the biggest sponsors have already locked up every commercial slot in their product categories that NBC has to sell.
    Not everyone is convinced that the Games are worth the price of business admission. The biggest and most conspicuous naysayer (反对者) is Nike. Its spokesman says: "If I see a Reebok official who may not be in the best shape firing the starting pistol and Carl Lewis wearing Nike shoes, I’m going to go with Carl because that’s the authentic link. Nike’s strategy is hard to argue with-instead of sponsoring the Olympics, it sponsors Olympians.
    Yet even Nike wants a piece of the Atlantic action. Along with some other non-sponsors, Nike is trying to dot downtown Atlanta with billboards. Advertisement, it’s another Olympic event.
All the following are implied in the passage but ______.
选项 A、companies use their Olympic sponsorship to promote sales of their products
B、to provide sportswear for Carl Lewis is a more effective advertisement than to provide suits for Olympic officials
C、NBC makes great profits from selling advertising time to companies eager to impress potential customers during the Olympic Games
D、Nike looks down upon the Olympic Games
答案D
解析 本题是细节题。文中第二段说the challenge to sort of wrap their product brands around that image，说明公司是用奥运会赞助商的名义来提高他们产品的形象，从而提高产品的销售，所以A选项是正确答案。B选项是耐克公司的观点。文中提到电视广告价格昂贵(at roughly $400，000 per 30 seconds)，但是一些大的赞助商已经把NBC(National Broadcasting Company)的每一个广告时间都占去了(locked up)，由此可见NBC是赚了大钱了。故C选项符合原文。原文只说Nike反对赞助奥运会，并且Nike赞助运动员，可见Nike并没有看不起奥运会，故选项D符合题目要求。
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