[originaltext] Advertising informs consumers about the existence and benefit

游客2023-08-04  17

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、To sell a particular product.
B、To attract high-end consumers.
C、To promote a specific service.
D、To build up their reputation.

答案 D

解析 本题问的是说话者认为许多公司使用商誉广告的目的是什么。短文中间部分提到,许多公司都会利用信誉或商誉广告来提高自己的声誉,由此可知D项为正确答案。B项短文未提及,A项和C项与文意不符,故均排除。
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