2. 外语
  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

admin2016-11-29  9
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.
According to the writer, which of the following is NOT the reason why most companies use advertising agencies?
选项 A、Advertising agencies have more resources and knowledge about advertising and advertising media.
B、People who specialize in advertising-making and prefer to undertake various advertising contracts are more likely to be available in agencies rather than a company.
C、Companies would be able to save a lot of cost by using agencies for advertising.
D、Some companies won’t set up advertising departments when they are discontent with their own advertising performance.
答案C
解析 题目意为：“根据本文作者的观点，以下哪句不是公司聘用广告公司的理由?”文中第二段中指出广告公司拥有更多广告及媒体资源和知识，而且大多广告人才因为在广告公司工作有机会接受各种各样的广告合同，因此通常喜欢在广告公司工作而非某个企业。同时，那些对公司内部的广告部门业绩不满意时往往会将此项业务交给广告公司。由此可见，选项A、B、D均已提到，只有选项C未提及，意为：公司如果使用广告公司的话将节省大量费用。
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