2. 职称英语
  3. You will now read a short passage and listen to a lecture on the same topic. You

You will now read a short passage and listen to a lecture on the same topic. You

游客2024-01-03  13
问题 You will now read a short passage and listen to a lecture on the same topic. You will then be asked a question about them. After you hear the question, give yourself 30 seconds to prepare your response. Then record yourself speaking for 60 seconds.
                            Target Marketing
Advertisers in the past have used radio and television in an attempt to provide information about their products to large, general audiences; it was once thought that the best way to sell a product was to advertise it to as many people as possible. However, more recent trends in advertising have turned toward target marketing. Target marketing is the strategy of advertising to smaller, very specific audiences—audiences that have been determined to have the greatest need or desire for the product being marketed. Target marketing has proved to be very effective in reaching potential customers.
Listen to Track 37.

Using the professor’s examples, explain the advertising technique of target marketing.
Narrator
Now listen to part of a lecture on this topic in a marketing class.
Professor
Nowadays, something you notice more and more is television commercials that are made specifically for certain television programs. So, let’s say a company wants to sell a telephone ... a cell phone. Now, during TV shows that young people watch— you know, shows with pop music or teen serials—they create a commercial that emphasizes how fun the phone is. You know, the phone has bright colors, and they show kids having a good time with their friends. And, well, the company wants the kids watching TV at this time to want to buy this phone—this phone that’s made especially for them.
But, the same company will make a different commercial to be shown during, say, a program about business or a business news show. Now, for this group of people, businesspeople, the company will have to show how efficient their phone is, how it can handle all business easily and maybe even save money. And here’s the thing—it’s basically the same phone; the company has just made two different commercials to appeal to different groups of people.
Narrator
Using the professor’s examples, explain the advertising technique of target marketing.
选项
答案     To respond to this particular question you should first explain the technique of target marketing as it was presented in the reading. Target marketing is designing or creating advertising so that it appeals to a specific group of people.
    You should then use the example given by the professor to explain the technique. The professor discusses how a telephone company may produce two very different advertisements to be shown during different television programs, even though the phone is basically the same. A commercial shown during young people’s programming, such as a music show, would appeal to their interests, and would show how the phone is fun. On the other hand, a commercial shown during a business program would emphasize factors important to businesspeople, such as efficiency. This example by the professor illustrates the concept of target marketing.
    You do not need to repeat all of the details from the reading and the lecture, but instead integrate points from both to answer the question completely.
    Your response should be intelligible, should demonstrate effective use of grammar and vocabulary, and should be well developed and coherent.
解析
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