首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
The most important step in developing an effective campaign, and the step which must come before all others, is to define the ob
The most important step in developing an effective campaign, and the step which must come before all others, is to define the ob
admin
2010-08-21
50
问题
The most important step in developing an effective campaign, and the step which must come before all others, is to define the objectives of the campaign with greatest possible clarity. Does the company wish to attract new investors? Does it seek to acquire a company abroad? Is a new product to be introduced? Are new government regulations threatening the company’s profitability? Only after the fundamental needs of a corporation have been established can the basic objective for a corporate program be isolated; without such a clearly defined objective the campaign will have little effect.
Note that we have spoken of "an objective," not a set of objectives. One cannot create a favorable climate among the financial community, emphasize one’s concern for the environment, seek to attract new employees by the creation of a progressive image, give direct support to sales staff, and emphasize social responsibility, all in a single campaign. A scattering of diverse messages will confuse the reader and in the end he will absorb nothing.
After the prime reason for investment in the campaign has been decided upon, the second step is to collect all the information that one wishes to convey to the selected audiences. Since there is only objective for tile carnpaign, one assumes trial tile audience has clearly been clearly identified during the selection of the objective.
The third step involves the selection of the best possible media to be used in the campaign. It is alarming how many advertising experts first create the campaign and then select the media. The print media are quite distinct from such media as radio and television in their advertising capabilities. Even within the print media there are critical differences in style and approach which must be noted by anyone designing an advertisement for printing in a newspaper as opposed to a magazine. Magazine advertising in turn is not one unified field, for there are many different types of magazines and journals directed to entirely different audiences.
The fourth and last step is to find a suitable creative approach. If the objective is to develop a receptive climate among the financial community, for example, it would be a mistake to work with too much illustration and too few detailed data, too many clever words and too few facts and figures. In a campaign aimed at fixing in the consciousness of the general public an image of the company as a progressive and innovative leader in its field, on the other hand, it might be appropriate to emphasize dramatic illustrations and not take the chance of boring the audience with facts.
"Print media" in the passage (Paragraph 4) probably refers to" ______".
选项
A、radio and television
B、newspaper and radio
C、magazine and television
D、newspaper and magazine
答案
D
解析
语义题。文章第五段指出印刷媒体与广播、电视在广告效果上区别很大,后面又提到杂志、报纸,因此,“印刷媒体”应指“报纸及杂志”。此外,从print的字面意义也能推测应是D项,其他选项都涉及有声媒体。
转载请注明原文地址:https://kaotiyun.com/show/nY7K777K
0
大学英语六级
相关试题推荐
A、Theman,hiswifeandhisdaughter.B、Themanandhiswife.C、Theman’swifeandhistwochildren.D、Theman,hiswifeandhis
A、Checkyournumberandcallagain.B、Asktheoperatortoputyouthrough.C、Asktheoperatorwhathashappened.D、Telltheoper
A、Sendingthenextpackageearlier.B、Waitingpatiently.C、Usingairfreight.D、LookingforthepackageC男士说10天前寄的包裹到现在都没到,女士委婉地
Acountryissaidtobecomemoreurbanizedasitscitiesgrowinnumber,itsurbanpopulationsincreaseinsize,andtheproport
A、Hisgreathappysmile.B、Hissadandslowsongs.C、Hiswonderfuljazzmusic.D、Hishandsomeappearance.C细节题。路易斯是爵士乐演奏家,他用一个喇
A、Inanoffice.B、Inahotel.C、Atadinnertable.D、Attheman’shouse.B根据男士提供的信息:“Letmecallroomservice.Hello,roomservi
GrowingnumbersofGermansarebecomingaddictedtotext-messaging,aGermandoctorhaswarned,【B1】______therearesome380,00
Thevisualartsareaclassofartforms,includingpainting,sculpture,photography,andothersthatfocusesonthecreationo
Bothscientistswarnedthatglobalwarmingcould____________(妨碍臭氧空洞的修复),whichisaboutthesizeoftheNorthAmericancontinent
Mostpeoplefeellonelysometimes.Butitusuallyonlylastsbetweenafewminutesandafewhours.Thiskindoflonelinessisn
随机试题
使用谷氨酰胺的类似物作抗代谢物,不能阻断核酸代谢的哪些环节?
艺术概论研究的对象是人类的【】
一母亲向护士咨询新生儿呼吸次数,护士正确答案是
心肌不产生强直收缩的原因是
从债券的发行日开始到偿还本息日为止的时间称为债券的期限。()
下列法的形式中,效力层级最低的是()。
资料一:甲公司为一个大型国有企业,主营业务为原油贸易,公司资金雄厚,在银行的信用等级较高,银行给该公司提供的贷款额度较多;甲公司拥有一流的营销和管理团队:甲公司拥有国内最强的石油仓储能力;甲公司缺乏石油开采和炼化方面的技术专家;原油贸易环节的利润
毋庸讳言,长期的城乡二元体制,所造就的福利阶层化,城市人口(尤其是大城市在册人口)为最主要的获益方。而今表现于“市长反对”的户改困境,身后亦是以城市为主导的利益逻辑作为支撑。但需要重申和强调的是,既有的存在从来无法替代合理化的论证,在城乡平权的戮力而为中,
accesswhetheronA.givingreporters【T1】______tomoreinformationandtheirreadersachanceB.itprovidespeoplefastacce
离异家庭的孩子可能会缺少下列哪种需要的满足?()
最新回复
(
0
)