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
2024-03-12
10
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/3528196.html
相关试题推荐
老龄化社会agingsociety
企业enterprise;company
原始社会primitivesociety
企业enterprise;company
伴随accompany;gowith
社会的进步developmentofsociety;socialdevelopment
现代医学modernmedicine
现代化modernization
当代社会contemporarysociety
[originaltext]Objectsthatarevibratingmakesounds.Rhythmicsoundvibrations
随机试题
CharacterAnalysisI.DifferentTypesof【T1】_____【T1】______Protagonistsand【T2】
Weconsideritnecessarythat__________(应调整仪器)eachtimeitused.theinstruments
下列关于急性ST段抬高型心肌梗死说法正确的是()。A:卧床休息 B:进行心电
以下有关癫痫病因的描述,哪项正确A、脑内神经递质7-氨基丁酸、GABA与癫痫发病
房地产开发企业申请商品房预售许可证,必须提交的要件包括()。A.土地使用权证
丁螺环酮主要用于A、焦虑伴有抑郁症状 B、惊恐障碍 C、广泛性焦虑障
A.迅速胸膜腔减压 B.观察呼吸变化 C.胸膜腔穿刺抽气 D.闭式胸膜腔引
品牌具有产品所不具有的开拓市场的多种功能,包括( )。A:创造市场 B:降低
某区人民法院开庭审理张三诉李四侵权损害赔偿一案,庭审中,张三发现本案人民陪审员是
下列费用应计入与项目建设有关的专项评价费的有()。A、节能评估费 B、地质灾
最新回复
(
0
)