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  3. Read the article below about ways of advertising on the opposite page. F

Read the article below about ways of advertising on the opposite page. F

游客2025-05-17  25
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. [br] How long the advertising will last is determined by
选项 A、the number of people who will see it.
B、how often the ad is talked about.
C、the number of new customers who show interests in the market.
D、the advertising cost of reaching its target customers.
答案 C
解析 题目意为：“广告宣传持续多久由什么决定?”文中第四段阐述了广告公司应负责哪些工作，如需要决定目标市场的大小等等，继而在本段最后指出“The timing of advertising campaigns depends on factors such as purchasing frequency and buyer turnover．”即：广告活动的时间长短取决于诸多因素，如人们的购买频率及购买者流量。文中的depends on对应题中的determined；文中的buyer turnover与选项C表意相吻合。
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