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
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and com
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and com
admin
2010-03-25
49
问题
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products. But when factory production got into full swing and new products, e.g. processed foods, came onto the market, national advertising campaigns and brand-naming of products became necessary. Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers. The small non specialised factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands.
But the economic depression which lasted from 1873 to 1894 marked a turning point between the old method of industrial organisation and distribution and the new. From the beginning of the nineteenth century until the 1870s, production had steadily expanded and there had been a corresponding growth in retail outlets. But the depression brought on a crisis of over-production and under-consumption -- manufacture goods piled up unsold and prices and profits fell. Towards the end of the century many of the small industrial firms realised that they would be in a better position to weather economic depressions and slumps if they combined with other small businesses and widened the range of goods they produced so that all their eggs were not in one basket. They also realised that they would have to take steps to ensure that once their goods had been produced there was a market for them. This period ushered in the first phase of what economists now call "monopoly capitalism", which, roughly speaking, refers to the control of the market by a small number of giant, conglomerate enterprises. Whereas previously competitive trading had been conducted by small rival firms, after the depression the larger manufacturing units, and combines relied more and more on mass advertising to promote their new range of products.
A good example of the changes that occurred in manufacture and distribution at the turn of the century can be found in the soap trade. From about the 1850s the market had been flooded with anonymous bars of soap, produced by hundreds of small manufacturers and distributed by wholesalers and door-to-door sellers. Competition grew steadily throughout the latter half of the century and eventually the leading companies embarked on more aggressive selling methods in order to take customers away from their rivals. For instance, the future Lord Leverhulme decided to "brand" his soap by selling it in distinctive packages in order to facilitate recognition and encourage customer loyalty.
Lord Leverhulme was one of the first industrialists to realise that advertisements should contain "logical and considered" arguments as well as eye-catching and witty slogans. Many advertisers followed his lead and started to include "reason-why" copy in their ads. For example, one contemporary Pears soap ad went into great detail about how the product could enhance marital bliss by cutting down the time the wife had to spend with her arms in a bowl of frothy suds. And an ad for Cadbury’s cocoa not only proclaimed its purity but also detailed other benefits.. "for the infant it is a delight and a support; for the young girl, a source of healthy vigour; for the young miss in her teens a valuable aid to development ..." and so on. As the writer E.S. Turner rightly points out, the advertising of this period had reached the "stage of persuasion as distinct from proclamation or iteration". Indeed advertise or bust seemed to be the rule of the day as bigger and more expensive campaigns were mounted and smaller firms who did not, or could not, advertise, were squeezed or bought out by the larger companies.
One of the more aggressive selling methods in the soap trade by the leading companies was to
选项
A、buy out small firms.
B、take over distribution.
C、resort to product designing.
D、keep contact with their customers.
答案
C
解析
本题问在制皂业中,大公司采取的比较主动的推销手段是什么?第三段结尾处,紧接aggressive selling methods有这么一句:For instance,the future Lord Leverhulme decided to“brand”his soap by selling it in distinctive packages in order to facilitate recognition and encourage customer loyalty,意思是有一家公司采用独特的包装销售其香皂,以使顾客能轻易从众多的晶牌中辨别。其他选项均不属于本文列举的范畴。
转载请注明原文地址:https://kaotiyun.com/show/tEqO777K
0
专业英语八级
相关试题推荐
Becauseofsatellitelinkswhichnowenablebroadcastnewsorganizationstooriginateliveprogrammingfromanypartoftheglob
Theteachingsequenceisintendedtohelplearners(1)inwritingshortanswers.Itconsistsofthreestages:(2),thepractice
Actually,though,America,the"landofimmigrants",hasalwayshadpeopleofmanydifferentnationalitiesandlanguages.The19
Yetthedifferenceintoneandlanguagemuststrikeus,sosoonasitisphilosophythatspeaks:thatchangeshouldremindusth
Withbighandbagsbecomingakeyfashionaccessoryforworkingwomen,healthexpertsarewarningtheycanalsobecomeakeyheal
A、Becauseitinvolvesaveryhighpercentageofhighschoolstudents.B、Becauseitisusuallyconnectedwithdrunkdrinking.C、B
A、Tolivetherepermanently.B、Tostaythereforhalfayear.C、Tofindabetterjobtosupportherself.D、Tosellleathergoods
A、MadisonDriveisastreet.B、ThetouristshavejustvisitedCapitolHill.C、TheAir&SpaceMuseumandtheNationalGalleryar
WallStreetStocksaremixedwithbluechipsreboundingfrom(1).RightnowtheDOWindustrialsareupnearly12pointsat(2)
随机试题
SDH最基本的模块为STM一1,传输速率为15.520Mbit/s。()
当室内通风不良、燃烧处于缺氧状态时,由于氧气的引入导致热烟气发生的爆炸性或快速的燃烧现象,称为轰燃。()
_______、_______、_______父子三人合称“三苏”。
()可为投保人。
膳食营养素推荐摄入量是指
某机电安装施工单位承建某钢厂的轧钢车间一条生产线项目。机电安装工程合同造价为600万元,合同工期为5个月。合同约定,该生产线进行负荷联动试运行时,乙方应派相关人员参加保驾;工程价款按下列条款执行:(1)工程主材料费占施工产值的比重为35%,由甲方
某企业为增值税一般纳税人,2016年6月新建厂房,当月委托另一单位为其建筑设计,取得增值税专用发票上注明价款100万元,并按现行规定抵扣了进项税额,7月因管理不善发生非正常损失,则该企业7月相关账务处理正确的有()。
2019年李某应邀参加某部话剧演出,一次性获得表演收入50000元,将收入的一半直接捐赠给了家乡贫困户张某,应预扣预缴个人所得税为()元。(不考虑其他税费)
在我国,常见的改善亲子关系的服务有()。
下列关于行政执行的执行协议,说法错误的是()。
最新回复
(
0
)