2. 外语
  3. Read this text about an brief introduction of advertising. Choose the best sentence from the opposite page to fill each of t

Read this text about an brief introduction of advertising. Choose the best sentence from the opposite page to fill each of t

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问题     Read this text about an brief introduction of advertising.
    Choose the best sentence from the opposite page to fill each of the gaps.
    For each gap(9-14), mark one letter(A-H)on your Answer Sheet.
    Do not use any letter more than once.
    There is an example at the beginning(0).
                            Advertising
    The primary function of advertising is to communicate marketing objectives to selected target audience. It is used to accomplish a number of tasks, using different media vehicles, reaching diverse audience, and gaining interest with a number of creative approaches. However, despite the seemingly endless channels for utilizing advertising, it is basically a marketing communication tool. When we examine unsuccessful advertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successful advertising must be oriented to specific objective.(0).G...
    Effective advertising is an extension of basic marketing plans and is derived from it. However, advertising goals are not the same as marketing goals. The marketing staff sets the marketing goals or objectives.【P1】______ It also determines how these resources will be distributed to specific target markets and what sales objective can be expected over time and geography.
    Advertising goals are communication objectives designed to reach the target audience with the appropriate message. Ad. goals are based on marketing objectives, but they are not the same as marketing goals.
    Note that advertising goals are based on improving communication and consumer attitudes toward a product.【P2】______Obviously, even sophisticated corporations of ten confuse marketing and advertising goals.
    Advertising is the communication arm of the marketing process.【P3】______ Advertising has many roles. It is designed to dispose a person to buy a product, to change minds, or even to advocate less consuming(" demarketing").【P4】______ Most advertising, however, is for the marketing of goods and services.
    Advertising is also the everyday culture of virtually every American. It is estimated that the average person sees or hears as many as 1,200 ads and commercials each day.【P5】______ It mirrors this environment and also brings about subtle changes in the behaviour of the publics that uses it. It is no wonder that advertising is one of the. most scrutinized of all business enterprises.
    【P6】______ Advertisers are viewed in many ways by the public they serve. Manufacturers are asking for more tangible evidence of advertising’s role in the selling process, and the media are constantly seeking higher advertising rates to cover spiritual expenses. At the same time, the audiences that advertisers seek are becoming even more fragmented. Consumers, despite seemingly fascinated with advertising’s creative process, tend to become more cynical and disbelieving about its claims.
Example:
A It is a method of delivering a message from a sponsor, through a formal communication channel, to a desired audience.
B It may be used to help elect a candidate, raise money for charity, or support a cause.
C The marketing department decides how to allocate resources to various tasks, including advertising.
D Advertising is part of the social, cultural, and business environment.
E Today, advertising is functioning in a changing economic and social climate.
F It is interesting to note that a survey indicated that a majority of companies wanted to measure advertising success based on sales.
G Before we can determine advertising objectives, it is advisable to distinguish between marketing and advertising goals.
H We’re now living in an advertising age.
【P4】
选项
答案B
解析 本段的第三句讲的是“广告有很多角色”。而第四句，即缺失句的前一句开始讲述广告在商业上的作用，此句的含义是：广告可以说服一个人去买一种产品，可以说服一个人改变想法，也可以向人们宣传减少消费(即反营销)。而B项恰好讲的是广告的一个角色或作用，即广告在政治上的作用：可以用来帮助候选人进行宣传、募捐或者支持某一项事业。缺失句的后一句，可以看做是总结或强调广告的角色或作用，即：大部分广告主要还是用于营销产品与服务。而这里的转折性连接词“however”正好暗示了缺失句子要讲的应该是广告的非商业作用。故B项为正确选项。
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