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

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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.
When a company hires an advertising agency, which is the role of the agency?
选项 A、Making decisions regarding how much is to be spent on advertising
B、Specifying the size of the target market and an ad’s frequency of being exposed
C、Setting goals for the publicity activities
D、Producing approaches to conveying the advertising messages to the right people in the market
答案B
解析 题目意为：“公司聘用了广告公司后，以下哪一项是广告公司的任务?”文中第三段指出，客户公司聘用广告公司后，所做的工作包括：计算出预算；制订广告宣传目标；制定方案以将广告信息传递给目标客户。接下来第四段开头指出，广告公司需要决定目标市场的比例，即多少人将会收到这则广告。因此，选项A、C、D均为客户公司所为，只有选项B为广告公司的任务。其中，第四段中的“decide what percentage of the target market they want to reach and the number of times they are likely to see them．”为信息关键句。文中的decide对应于题中的specifies；文中的what percentage of…对应于题中的the size of…；文中的number of times与题中的frequency表意相一致。
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