[originaltext] Advertising informs consumers about the existence and benefit

游客2023-08-04  44

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、Conduct a large-scale survey on customer needs.
B、Specify the objectives of the campaign in detail.
C、Pre-test alternative ads or commercials in certain regions.
D、Decide on what specific means of communication to employ.

答案 C

解析 本题问的是在进行全国性的宣传活动前,广告代理公司经常会做什么。文章最后提到,在最终的广告方案在全国范围内进行宣传之前,广告代理公司一般会创作备用广告方案,这些方案会在各地的报纸和电视台等上面预先进行商业广告测试。由此可知C项为正确答案。A项在原文中未提及,故排除;B项所涉及的对象是客户公司,而不是题目问的广告代理公司,故排除;D项与原文内容不符,原文中提到的是详细说明将会使用哪种媒体,而不是沟通方式,故排除。
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