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[originaltext] Advertising informs consumers about the existence and benefit
[originaltext] Advertising informs consumers about the existence and benefit
游客
2024-03-07
39
管理
问题
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 organizations 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. 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 will be used and in which proportions. Agencies often produce alternative ads or commercials that are pretested in newspapers, television stations etc., in different parts of the country before a final choice is made prior to a national campaign.
12.What is probably the best form of advertising according to the speaker?
13.What does the speaker say is the purpose of many organizations using prestige advertising?
14.How do large companies generally handle their advertising?
15.What will advertizing agencies often do before a national campaign?
选项
A、Word-of-mouth advertising.
B、Distributing free trial products.
C、Prestige advertising.
D、Institutional advertising.
答案
A
解析
题目问的是说话者认为最好的广告形式可能是什么。开头部分直接提到,最好的广告形式可能是口口相传。由此可知A项为正确答案。B项在文中未提及,故排除;C项和D项虽然在短文中有提及,但不符合题干要求,故排除。
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