2. 外语
  3. • Read the article below about advertising Strategy. • Are sentences 16-22 on the opposite page ’Right’ or ’Wrong’? If there i

• Read the article below about advertising Strategy. • Are sentences 16-22 on the opposite page ’Right’ or ’Wrong’? If there i

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问题 •  Read the article below about advertising Strategy.
•  Are sentences 16-22 on the opposite page ’Right’ or ’Wrong’? If there is not enough information to answer ’Right’ or ’Wrong’, choose ’Doesn’t Say’.
•  For each sentence 16-22, mark one letter (A, B or C) on your Answer Sheet.
                               Competitive Advertising Strategy
      In terms of its advertising strategy, Coca-Cola France decided in 2002 to have a three-year partnership with the football player Thierry Henry, in order to benefit from his considerable popularity, especially amongst teenagers. Using celebrities shows a new approach for the company, adopting a communication strategy similar to that of its rival, Pepsi Co. During the football world cup, special promotions were organized in some supermarkets.
     The company’s good results in the soft drinks market are partly due to its strategy to limit the impact of seasonality by doing all year round promotions. Coca-Cola’s attempts to diversify its range of products were illustrated by the successful introduction of the Aquarius brand within the emerging functional drinks sector.
     The company’s recent strategy to develop new products specifically targeted at national markets was successfully illustrated in France by the good performance of Fanta Latina and Fanta Madness in 2001, two beverages designed to appeal to French teenagers’ tastes. The growth of the low-calorie variant Coca-Cola Light was boosted by major advertising campaigns to position it as a distinct brand, rather than as just a variant within the Coca-Cola range. Thus it was extended by the introduction of a lemon-flavoured variant in 2002.  
Using celebrities is a new way of making ads for Pepsi Co.
选项 A、Right
B、Wrong
C、Doesn’t Say
答案B
解析
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