2. 外语
  3. Although Coca-Cola Co. spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of t

Although Coca-Cola Co. spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of t

admin2010-07-06  99
问题       Although Coca-Cola Co. spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of the critical U. S. cola market decline. Meanwhile, Pepsi Co. is riding a sizzling Britney Spears-led ad campaign to a bigger share, and has launched an audacious assault on Coke’s long-held sponsorships. The cola fight-is heating up, and Pepsi is landing most of the punches.
     Pepsi’s share of the U. S. carbonated soft-drink market rose to 31.65% last year, Beverage Digest reports. Coke brands, including Diet Coke and Sprite, still lead easily with a 43.7%share -- but that’s down four-tenths of a point. Both companies’ flagship colas, which together account for 1 of 3 sodas sold in the U. S. , lost share last year. But Coke’s lost more, and Pepsi scored big with new flavors Code Red and Lemon Twist.
     Pepsi Co. recently emharrassed its bigger rival by snatching away the National Football League sponsorship, which had been Coke’s for 22 years. Coke dismisses the NFL setback as less important than the individual sponsorships it retains with two-thirds of the league’s teams. "We’re still an NFL sponsor," asserts Jeff Dunn, head of Coke in the Americas.  He insists that the "passion point" for consumers is local teams. He says the cost of the league sponsorship had escalated beyond its value. Beneath Coke’s outward calm, executives are angry over the NFL loss. Now, some on Coke’s board are said to be upset that Pepsi outdid Coke’s management. This sets up a marketing brawl later this year as Coke tries to tie itself to NFL from the bottom up, team by team, and Pepsi tries to do the same thing from the top down, leveraging its deal with the league.
      Coke has hardly been sitting on its thumbs. Last year it brought out Diet Coke with lemon, and the company is now gearing up to launch Vanilla Coke. Yet if Wall Street is the judge of who’s winning, there’s no contest.  Pepsi shares are trading near the all-time high and have almost doubled during Coke’s long depression. Pepsi rates a strong buy from twice as many analysts. The news is not better for Coke among advertising experts.  "There’s nothing great going on ever there," says marketing consultant A1 Ries in Atlanta. He gives Pepsi far better marks for "effectively using visuals like Britney Spears to reinforce Pepsi’s image that it is for the young generation," and for companies that sell very similar sugar water, image is everything.
According to Al Ries, Pepsi is so successful because it ______.
选项 A、would like to spend billions of money on the promotion of its products
B、has twice as many advertising experts to turn to for consultation
C、is always changing its image to cater to the taste of the young people
D、can make effective use of famous stars popular with the young people
答案D
解析 根据本文最后一段，A1 Ries认为百事可乐成功的原因是能有效地利用布兰妮来提升自身形象，D为正确选项。A项“百事可乐愿意花几十亿美元来推销自己的产品”，本文第一段提到可口可乐公司花了20亿美元来推销自己的产品，而非百事可乐，因此A错误。B项“百事可乐有许多广告专家可以咨询”，这一内容原文中并没有提到。C项“百事可乐不断改变形象来适应年轻人的口味”，原文中提到百事可乐利用布兰妮做广告来吸引年轻人，但并没有说它在不断改变形象，此选项错误。
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