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
2024-03-08
23
管理
问题
In a modern society, no company can hope to make a profit on any product unless it advertises it first [16] 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". [17] 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.
[18] 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. [19] 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、TV, radio, and newspaper.
B、Print, broadcast, and mail.
C、Magazines, radio, and newspaper.
D、Print, broadcast, and direct
答案
D
解析
四个选项均是不同的媒体形式,推测题目与媒体类型有关。讲座谈到广告媒体有三大类:印刷媒体,广播媒体和直接媒体(print,broadcast,and direct),因此答案为D项。A项“电视、收音机、报纸”和C项“杂志、收音机、报纸”都是三大类下面的细分类。B项错在“邮件”,这是“直接媒体”下的一种形式。C项是三大类的具体形式,不是种类,故排除。
转载请注明原文地址:https://tihaiku.com/zcyy/3516365.html
相关试题推荐
[originaltext]Thetimeis9o’clockandthisisMarianSnowwiththenews.
[originaltext]Thetimeis9o’clockandthisisMarianSnowwiththenews.
[originaltext]It’salwaysfuntowriteaboutresearchthatyoucanactually
[originaltext]Amongglobalwarming’smostfrighteningthreatsisthepredic
[originaltext]Amongglobalwarming’smostfrighteningthreatsisthepredic
[originaltext]Amongglobalwarming’smostfrighteningthreatsisthepredic
[originaltext]FlorenceHayesisajournalistfortheGreenVilleJournal,t
[originaltext]FlorenceHayesisajournalistfortheGreenVilleJournal,t
[originaltext]ThereareroughlythreeNewYorks.Thereis,first,theNewY
[originaltext]TheUniversityofTennessee’sWaltersLifeSciencesbuilding
随机试题
RecyclingTheconceptofgreenconsumerismhasgai
ManyUnitedStatescompanieshave,unfortunately,madethesearchforlegal
Lawyerswhoofferfreelegalhelpfortheirclientsarecommonlycalled"pro
新斯的明过量可致A:中枢兴奋 B:中枢抑制 C:胆碱能危象 D:窦性心动过
()认为,人力资源管理是一个组织中的子系统,它通过人才的获得,使用、留任和替换
()对期货公司执行投资者适当性制度的情况进行核查验证。A:中国证监会及其派出
一切财政收支都要在政府预算中反映,这体现了政府预算的( )原则。A.真实性
设f(x)处处连续,且在x=x1处有f'(x1)=0,在x=x2处不可导,那么(
(2018年)某高速公路拟由双向四车道扩建为双向六车道,扩建前敏感目标处声环境现
水运工程施工监理机构在施工期工作的主要内容包括()等。A.工程质量控制、工程进
最新回复
(
0
)