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  3. Read the article below about ways of advertising on the opposite page. For each question(13-18), mark one letter(A, B, C or

Read the article below about ways of advertising on the opposite page. For each question(13-18), mark one letter(A, B, C or

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问题     Read the article below about ways of advertising on the opposite page.
    For each question(13-18), mark one letter(A, B, C or D)on your Answer Sheet.
                        How Companies Advertise
    Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organisations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.
    Although large companies could easily set up their own advertising departments, write their own advertisements, and buy media space themselves, they tend to use the services of large advertising agencies. These are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than a single company. The most talented advertising people generally prefer to work for agencies rather than individual companies as this gives them the chance to work on a variety of advertising accounts(contracts to advertise products or services). It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising staff.
    The client company generally gives the advertising agency an agreed budget: a statement of the objectives of the advertising campaign, known as a brief: and an overall advertising strategy concerning the message to be communicated to the target customers. The agency creates advertisements, and develops a media plan specifying which media-newspapers, magazines, radio, television, cinema, poster, mail, etc.—will be used and in which proportions. Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of a country before a final choice is made prior to a national campaign.
    The agency’s media planners have to decide what percentage of the target market they want to reach and the number of times they are likely to see them. Advertising people talk about frequency or ’ OTS’(opportunities to see)and the threshold effect—the point at which advertising becomes effective. The choice of advertising media is generally strongly influenced by the comparative cost of reaching 1000 members of the target audience, the cost per thousand. The timing of advertising campaigns depends on factors such as purchasing frequency and buyer turnover.
    How much to spend on advertising is always problematic. Some companies use the comparative-parity method—they simply match their competitors’ spending, thereby avoiding advertising wars. Others set their ad budget at a certain percentage of current sales revenue. But both these methods disregard the fact that increased ad spending or counter-cyclical advertising can increase current sales. On the other hand, excessive advertising is counter-productive because after too many exposures people tend to stop noticing ads, or begin to find them irritating. And once the most promising prospective customers have been reached, there are diminishing returns.
What does "institutional or prestige advertising" in the first paragraph mean?
选项 A、Free advertising, when satisfied customers recommend products to their friends.
B、Advertising that mentions a company’s name but not specific products.
C、Advertising that a company makes by using the services of large advertising agencies.
D、Advertising that is made by company’s own advertising departments.
答案B
解析 题目意为：“第一段中institutional or prestige advertising为何意?”文中第一段首先指出广告的作用即告知消费者们某种产品或服务及好处，并进而企图劝服他们购买。然后说明了最好的广告形式是口口相传，但是大多公司并没有依赖于这种方法，而是采用付费的方式进行广告宣传。继而指出“many organisations also use institutional or prestige advertising，which is designed to build up their reputation rather than to sell particular products．”即：很多公司还采用“机构或声誉广告形式”，旨在树立公司的声誉而非卖某种产品。此句的定语从句中的build up their reputation暗示了正确答案为选项B。
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