首页
登录
职称英语
The most important step in developing an effective campaign, and the step w
The most important step in developing an effective campaign, and the step w
游客
2024-05-30
11
管理
问题
The most important step in developing an effective campaign, and the step which must come before all others, is to define the objectives of the campaign with greatest possible clarity. Does the company wish to attract new investors? Does it seek to acquire a company abroad? Is a new product to be introduced?
Are new government regulations threatening the company’s profitability? Only after the fundamental needs of a corporation have been established can the basic objective for a corporate program be isolated; without such a clearly defined objective the campaign will have little effect.
Note that we have spoken of "an objective," not a set of objectives. One cannot create at favorable climate among the financial community, emphasize one’s concern for the environment, seek to attract new employees by the creation of a progressive image, give direct support to sales staff, and emphasize social responsibility, all in a single campaign. A scattering of diverse messages will confuse the reader and in the end he will absorb nothing.
After the prime reason for investment in the campaign has been decided upon, the second step is to collect all the information that one wishes to convey to the selected audiences. Since there is only objective for the campaign, one assumes that the audience has already been clearly identified during the selection of the objective.
The third step involves the selection of the best possible media to be used in the campaign. It is alarming how many advertising experts first create the campaign and then select the media. The print media are quite distinct from such media as radio and television in their advertising capabilities. Even within the print media there are critical differences in style and approach which must be noted by anyone designing an advertisement for printing in a newspaper as opposed to a magazine. Magazine advertising in turn is not one unified field, for there are many different types of magazines and journals directed to entirely different audiences.
The fourth and last step is to find a suitable creative approach. If the objective is to develop a receptive climate among the financial community, for example, it would be a mistake to work with too much illustration and too few detailed data, too many clever words and too few facts and figures. In a campaign aimed at fixing in the consciousness of the general public an image of the company as a progressive and innovative leader in its field, on the other hand, it might be appropriate to emphasize dramatic illustrations and not take the chance of boring the audience with facts. [br] According to the author, the most important step in developing an effective campaign is ______.
选项
A、to select the best possible media
B、to create a good environment
C、to collect some information
D、to define the objectives
答案
D
解析
事实细节题。文章首段第一句表明最重要的是确定目标。B“创造好的环境”原文没有提及, A“选择最有可能的媒体”、C“收集信息”是其中的两个步骤,但不是最重要的步骤。
转载请注明原文地址:https://tihaiku.com/zcyy/3612284.html
相关试题推荐
Theroleofthefarmerhasalwaysbeenanimportantone.Twohundredyearsa
Theroleofthefarmerhasalwaysbeenanimportantone.Twohundredyearsa
Theroleofthefarmerhasalwaysbeenanimportantone.Twohundredyearsa
Theroleofthefarmerhasalwaysbeenanimportantone.Twohundredyearsa
Theroleofthefarmerhasalwaysbeenanimportantone.Twohundredyearsa
Aboveallweintendtocampaignfor__________________(可持续发展的生活方式被人们普遍采用).the
______(知道如何充分利用你的才能)ismuchmoreimportantthanworkinghard.Knowinghowtom
[originaltext]Atonetimeitwasthemostimportantcityintheregion--ab
ThedevelopingcountriesofCentralandSouthAmerica,Africa,andAsiaonce
ThedevelopingcountriesofCentralandSouthAmerica,Africa,andAsiaonce
随机试题
下列关于表情的说法,错误的是()。A.表情分为三种:面部表情、身体表情、言语
李某购买了一张有注册商标的应用软件光盘,则李某享有().A.注册商标专用权
国际通行的信用‘6C’标准原则包括( )A.品德 B.竞争 C.资本 D
业务尽职调查中,并购投资应重点考察的是()。 Ⅰ管理团队、资产质量Ⅱ融资结构
()明确需参加验收的隐蔽工程清单,并在开工前向建设管理单位(部门)提交。(A
遇有大雾、照明不足、指挥人员看不清各工作地点或起重机操作人员未获得有效指挥时,不
(2017年真题)下列业务中,可使用银行保函的有()。A.融资租赁 B.
海洋环境调查时,下列条件中,符合以水深作为真光层深度的是( )。A.真光层深度/
在潮湿环境或水中使用的砂浆,则必须选用()作为胶凝材料。A.石灰 B.石
患儿男,7岁。发热1天,体温39℃,咽痛,今晨发现皮疹。查体:咽部充血,扁桃体Ⅱ
最新回复
(
0
)