首页
登录
职称英语
[originaltext] In a modern society, no company can hope to make a profit on
[originaltext] In a modern society, no company can hope to make a profit on
游客
2023-08-14
61
管理
问题
In a modern society, no company can hope to make a profit on any product unless it advertises it first. The most important decision that a company has to make regarding advertising is where to advertise. On TV? In magazines? On the radio? In newspapers? We refer to these means of communication as "the media". There are three categories of media: print broadcast, and direct Today, we are going to describe each of these categories and discuss their importance and usefulness in advertising.
The first category, the print media, consists of printed information sources: in other words, newspapers and magazines. For the advertisers, each of these has certain advantages and disadvantages. Let’s talk first about newspapers, which receive more money from advertisements each year than any other medium. This is because newspaper advertising has several outstanding advantages. First of all, nearly everybody reads newspapers. Therefore, newspaper ads reach huge numbers of people. Moreover, newspapers are generally local. This allows small, local businesses to advertise directly to their potential customers. Third, newspaper advertising is relatively cheap: so the ad can be as long as the advertiser wants, and it can also be repeated. On the other hand, newspaper ads have no color, and they are not very exciting or attractive. Instead, you find these ads in the second type of print medium, magazines.
For the advertiser, the greatest advantage of magazines is that they have specialized groups of readers. In other words, the people who read Car and Driver are probably not the same people who read Glamour, which is a women’s magazine, or The New Republic, a political magazine. Therefore, advertising in a magazine allows a business to direct its ads to the people who are most interested in the product. The big disadvantage of magazine advertisement is that it can be very expensive, especially in magazines like Playboy or National Geographic.
Let’s move along now and talk about the broadcast media, by which we mean radio and television. These also have both advantages and disadvantages. First, radio. Radio has two of the same advantages as newspapers: Almost everybody listens to it, and it’s usually local The disadvantages of radio ads are that they must be short and that they are not permanent in the way printed ads are. Second, television. Of all the media, TV, with sound, movement, and color, is the most dramatic, so the ads are easy to remember. On the other hand, ads on TV are enormously expensive.
Last category, direct media. The most common direct media is the mail, and direct mail advertising is a very big business. Even if you have only lived in this country for a short time, you have probably already received advertisements in the mail. The advantage of advertising by mail is that the ad goes directly to the potential customer’s hands. However, many people don’t bother to read these ads: in fact, we call them "junk mail" and often throw them away without even opening the envelope.
16. What is the most important decision a company has to make regarding advertising?
17. What are the three categories of media?
18. What is the greatest advantage of magazines?
19. What is the most common direct media?
选项
A、They receive money from customers.
B、Almost everybody watches them.
C、They have specialized groups of readers.
D、They go directly to the customer’s hands.
答案
C
解析
讲座中间论述了杂志广告的优缺点,其中它最大的优点就是有明确的读者群(specialized groups of readers),故选C项。A项“直接从顾客那里收钱”未在讲座中提到。几乎每个人都会接触到的是广播(Almost everyone listens to it)而非杂志,故排除B项。D项“它们直接推送到顾客手中”指的是直接媒体的优点。
转载请注明原文地址:https://tihaiku.com/zcyy/2925393.html
相关试题推荐
TradingModernistforMcmansion[A]In1949W.ClintonBackusandhiswif
TradingModernistforMcmansion[A]In1949W.ClintonBackusandhiswif
TradingModernistforMcmansion[A]In1949W.ClintonBackusandhiswif
TradingModernistforMcmansion[A]In1949W.ClintonBackusandhiswif
Insuchachanging,complexsocietyformerlysimplesolutionstoinformation
Insuchachanging,complexsocietyformerlysimplesolutionstoinformation
Googlemustbethemostambitiouscompanyintheworld.Itsstatedgoal,"to
Googlemustbethemostambitiouscompanyintheworld.Itsstatedgoal,"to
Googlemustbethemostambitiouscompanyintheworld.Itsstatedgoal,"to
Googlemustbethemostambitiouscompanyintheworld.Itsstatedgoal,"to
随机试题
Choosethecorrectletter,A,BorC.[br]Howmanypatientsdoesthehospitalc
Accordingtothepassage,mostmealsarenotincludedinthepriceoftoursmain
海水环境混凝土部位一般分为()。A.大气区 B.浪溅区 C.水位变动区
在头面部进行穴位注射时,一般剂量为A.0.3~0.5ml B.1~2ml C
A.白术B.党参C.马钱子D.刺猬皮E.枳实使用滑石粉炒的是()。
工程价格为建成一项工程,预计或实际在( )等交易活动中所形成的建筑安装工程的价格
像点与对应物点之间几何关系的恢复可以通过( )方法实现。A.模拟的 B.解析
人在每一瞬间,将心理活动选择了某些对象而忽略了另一些对象。这一特点指的是注意的(
2010年,我国进出口贸易总额为29727.6亿美元,同比增长34.7%。
男性,32岁,十二指肠溃疡病史1年,口服药物治疗,因4小时前呕吐鲜血来诊。血压为
最新回复
(
0
)