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The best title for the passage would probably be _____.
[A] Positive and Negative Aspects of Advertising
[B] Benefits Brought by Advertising and Its Persuasive Function
[C] Advertising The Best Persuasive and Information Medium
[D] Advertising the Most Effective Way to Promote Products
参考答案
更多 “ The best title for the passage would probably be _____.[A] Positive and Negative Aspects of Advertising[B] Benefits Brought by Advertising and Its Persuasive Function[C] Advertising The Best Persuasive and Information Medium[D] Advertising the Most Effective Way to Promote Products ” 相关考题
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It's the best advertisement for advertising there is.__________________________________________________________
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—This is _Focus Advertising Agency_. How may I help you? —()
A.Excuse me, I’d like to buy a pair of sports shoes.B.Hi, there. I’m glad to introduce myself to you.C.I need some information on the advertising rates of your magazines.
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Product advertising is an important part of marketing. It aims at increasing sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. A company can advertise in various ways, depending on how much it wishes to spend. There are different media for advertising including television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaigns is usually the job of an advertising agency. A good advertising program tells potential customers why they need the product, how it is used and the benefits derived from its use. A successful program also tells the consumer how the product is better than similar offerings by competitors.Corporate advertising is not directly concerned with increasing the sales of a particular product or service, but more with the brand image and reputation a company wants to present to the general public or within an industry. Corporate advertising comes in three different types image advertising, opinion advertising and investment advertising. Image advertising attempts to promote the importance of a company. Opinion advertising presents the impression of doing a public service by addressing the importance of a company. Investment advertising is designed to attract potential investors. DECIDE IF EACH OF THE FOLLOWING STATEMENT IS TRUE (T) OR FALSE (F).1. Generally, an advertising agency is responsible for designing and organizing a product’s advertisement.()2. It is not necessary to consider the budget of an advertisement in choosing a media for advertising.()3. According to the text, there are three types of media used in advertising.()4. Product advertising is different from corporate advertising.()5. This passage is mainly about the history of advertising.()
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Television gets much of its financial source from advertising and is by nature more Republican than the newspapers.()
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Advertising can be thought of "as the means of making known in order to buy or sell goods or services". Advertising aims to increase people's awareness and arouse interest. It tries to inform. and to persuade. The media are all used to spread the message. The press offers a fairly cheap method. Magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local markets. Television, although more expensive, can be very effective. Posters are fairly cheap and more permanent in their power of attraction. Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertising.There can be no doubt that the growth in advertising is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and patent medicines have been built up largely by advertising. We might ask whether the cost of advertising is paid for by the manufacturer or by the customer. Since advertising forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertising. However, if large scale advertising leads to increased demand, production costs are reduced, and the customer paysless.It is difficult to measure exactly the influence of advertising on sales. When the market is growing, advertising helps to increase demand. When the market is shrinking, advertising may prevent a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertising if they were not convinced of its value to them.1.Advertising is in the main paid for by____.A、the customerB、the manufacturerC、increased salesD、reduced prices2."Large scale" in the third paragraph means____.A、expensiveB、well-balancedC、extensiveD、colorful3.According to the passage, trade fairs 1st paragraph may____.A、replace exhibitions and marketsB、attract possible customersC、offer fun and amusementD、provide cheap goods4.Advertising is often used to____.A、deceive customersB、increase productionC、arouse suspicionD、push the sale5.The word 'media' 1st paragraph refers to____.A、the pressB、televisionC、radioD、all of the above
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Excerpt 1 I saw a television advertisement recently for a new product called an air sanitizer.A woman stood in her kitchen, spraying the empty space in front of her as though using Mace against an imaginary assailant.She appeared very determined.Where others are satisfied with antibacterial-laced sponges, dish soaps, hand sanitizers and telephone wipes, here was a woman who sought to sterilize the air itself. Excerpt 2 During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products.But when factory production got into full swing and new products, e.g.processed foods, came onto the market, national advertising campaigns and brand naming of products became necessary.Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers.The small non-specialized factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands. Excerpt 3 Money spent on advertising is money spent as well as any I know of.It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices.By drawing attention to new ideas it helps enormously to raise standards of living. Excerpt 4 Search advertising—the small text-ads that appear alongside Google and Yahoo Searches—account for 40% of the online ad market.Another 20% goes to display ads and 18% to classified advertising.But search advertising can also work like a small ad and will increasingly challenge print classifieds as websites provide localized and more elaborate services for online users. Excerpt 5 This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of Americas three big television networks, ABC, CBS and NBC predicts Advertising Age.It will, says the trade magazine, represent a "watershed moment" in the evolution of the Internet as an advertising medium.A 30-second prime-time TV ad was once considered the most effective—and the most expensive—form. of advertising.But that was before the Internet got going.And this week online advertising made another leap forward. Excerpt 6 Advertising does more for the material benefit of the community than any other force I can think of.There is one more point I feel I ought to touch on.Recently I heard a well-known television personality declare that he was against advertising because it persuades rather than informs.He was drawing excessively fine distinctions.Of course advertising seeks to persuade. If its message were confined merely to information—and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a shirt is subtly persuasive—advertising would be so boring that no one would pay any attention.But perhaps that is what the well-known television personality wants.An example of a product which might well have been advertised during the early stages of the Industrial Revolution is______.A．a cooking utensilB．new child"s toyC．tinned fruitD．household soap
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By the first sentence of Excerpt 3 the author means that______.A．he is fairly familiar with the cost of advertisingB．everybody knows well that advertising is money consumingC．advertising costs money like everything elseD．it is worthwhile to spend money on advertising
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Text 3Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices. By drawing attention to new ideas it helps enormously to raise standards of living. By helping to increase demand it ensures an increased need for labour, and is therefore an effective way to fight unemployment. It lowers the costs of many services: without advertisements your daily newspaper would cost four times as much, the price of your television license would need to be doubled, and travel by bus or tube would cost 20 per cent more.And perhaps most important of all, advertising provides a guarantee of reasonable value in the products and services you buy. Apart from the fact that twenty-seven acts of Parliament govern the terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements. He might fool some people for a little while through misleading advertising. He will not do so for long, for mercifully the public has the good sense not to buy the inferior article more than once. If you see an article consistently advertised, it is the surest proof I know that the article does what is claimed for it, and that it represents good value.Advertising does more for the material benefit of the community than any other force I can think of.There is one more point I feel I ought to touch on. Recently I heard a well-known television personality declare that he was against advertising because it persuades rather than informs. He was drawing excessively fine distinctions. Of course advertising seeks to persuade.If its message were confined merely to information—and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a shirt is subtly persuasive— advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television personality wants.51. By the first sentence of the passage the author means that ________.[A] he is fairly familiar with the cost of advertising[B] everybody knows well that advertising is money consuming[C] advertising costs money like everything else[D] it is worthwhile to spend money on advertising
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The author deems that the well-known TV personality is ________.[A] very precise in passing his judgment on advertising[B] interested in nothing but the buyers’ attention[C] correct in telling the difference between persuasion and information[D] obviously partial in his views on advertising
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In the author’s opinion, ________.[A] advertising can seldom bring material benefit to man by providing information[B] advertising informs people of new ideas rather than wins them over[C] there is nothing wrong with advertising in persuading the buyer[D] the buyer is not interested in getting information from an advertisement
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For the first time on record,the number of advertising-specific jobs in the U.S.is declining in the middle of an economic expansion,according to government data.What's going on?It's certainly not a case of fewer advertisements.The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today,according to a common industry statistic.That is one corporate message for roughly every 10 seconds of waking life.Instead,the mysterious decline can be explained by two developments.First,there are Facebook and Google.They are the largest advertising companies in the world-and,quite likely,the largest in the history of the world.Last year,90 percent of the growth of the digital-advertising business went to just these two firms.Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost.This has forced the world's large advertising firms to preserve their profitability through a series of mergers,accompanied by jobs cut.s in the name of efficiency.The emergence of an advertising duopoly has coincided with the rise of"programmatic advertising,"a term that essentially means"companies using algorithms to buy and place ads in those little boxes all over the internet."As any Macl Men fan might intuit,advertising has long been a relationship-driven business,in which multimillion-dollar contracts are hammered out over one-on-one meetings,countless lunches,and even more-countless drinks.With programmatic technology,however,companies can buy access to specific audiences across several publishing platforms at once,bypassing the work of building relationships with each one.That process produces more ads and requires fewer people-or,at least,fewer traditional advertising jobs and more technical jobs.Second,there is the merging of the advertising and entertainment businesses.As smartphone screens have edged out TV as the most important real estate for media,companies have invested more in"branded content"-corporate-sponsored media,such as an article or video,that resembles traditional entertainment more than it does traditional advertising.Some of the most prominent names in journalism,such as The New York Times,BuzzFeed,Vice,and The Atlantic,are owned by companies that have launched their own branded-content shops,which operate as stand-alone divisions.As many media companies have tried to become more like advertising companies,the value of the average"creative-account win,"an ad-industry term for a new contract,has declined,falling by about 40 percent between 2016 and 2017.So there are two major themes of the decline of advertising jobs,one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.In short,the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content-that is,away from the ad agencies.
Which of the following would be the best title for the text?A.Where Did All the Advertising Jobs Go?
B.How Do Facebook and Google Produce Ads?
C.Why is the Number of Ads Declining?
D.What is the Future of the Advertising Business?
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Drade Technologies has responded ____ to our proposal for its new advertising campaign.A.favorable
B.favoring
C.favorably
D.favorite
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共用题干
Communication with Customers OnlineUntil the late 1940s,when television began finding its way into American homes,companies relied mainly on print and radio to promote their products and services. The advent（出现）of television brought about a revolution in promoting products and services.Between 1949 and 1951, advertising on television grew 960 percent.Today the Internet is once again transforming promotion .By going online,companies can communicate instantly and directly with prospective customers .Promotion on the World Wide Web includes advertising,sponsorships and sales promotions like contests and coupons.In 1996,World Wide Web advertising revenues reached $300 mulion.Effective online marketers do not merely transfer hard-copy ads（平面广告）to cyberspace.Successful sites blend promotional and non-promotional information,indirectly delivering the advertising messages.To encourage visits to their sites and to create and cultivate customers' loyalty,companies change information frequently and provide many opportunities for interaction.One of the best online promotion web sites is the Ragu Web site.Here visitors can find thirty-six pasta recipes,take Italian lessons,and view an Italian film festival,but they will find no traditional ads.So subtle is the mix of product and promotion that visitors hardly know an advertising message has been delivered:SEGA of America,maker of computer games and hardware,uses itsWeb site for a variety of different promotions,such as introducing new game characters to the publie and supplying Web surfers the opportunity to download games.SEGA's home page averages250,000 visits a day.To heighten interest in the site,SEGA bought an advertising banner onNetscape,thereby increasing site visits by 15 percent. Online participants in Quaker Oats' Gatorade promotion received a free Tshirt in exchange for answering a few questions.Quaker Oats reports that the online promotion created product loyalty and helped the company know its customers better.Now,to target specific Internet users,an increasing number of companies are using“push”technology which automatically delivers customized（按客户要求创造的）news and other information to Users' computers when they log onto the Internet.Although organizations like NielsenMedia Research are developing technologies to enhance audience measurement and tracking,it remains difficult to assess how many times the same person looks at an ad and who that person is.Although online promotions can be glamorous and sophisticated,they are not perfect.For a welldesigned marketing mix,industry experts advise companies to use the Internet as a supplement to other advertising media. Internet,like television,has brought great changes to the promotion of products and services.A: RightB: WrongC: Not mentioned
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The best title for the passage would probably be( ) A.Hard Decisions to Make
B.A Constitutional Amendment
C.Teenage Pregnancies
D.The State of California
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Which two statements are true about the role of split horizon？（）A、It is a function used by routing protocols to install routes into routing tableB、It is a function that prevents the advertising of routes over an interface that the router is usingto reach a routeC、Its function is to help avoid routing loops.D、It is a redistribution technique used by routing protocols
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单选题From the passage we see that the major function of advertising is to ______A
use different media vehicles to popularize products.B
help marketing realize its objectives.C
arouse consumer’s interest in products.D
reach different customers.
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单选题The best title for the passage would be ______.A
The Magic of “Like” in AdvertisingB
The Promise of “Like” in AdvertisingC
The Definition of “Like” in AdvertisingD
The Application of “Like” in Advertising
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单选题（） our general agent, you would also have to look after the advertising.A
BeB
ForC
TobeD
As
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单选题The best title for this passage would be ____.A
Uniforms and SocietyB
The Importance of Wearing a UniformC
Practical Benefits of Wearing a UniformD
Advantages and Disadvantages of Uniform
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问答题For a glimpse of the future of advertising, the place to look appears to be Britain. The country is a “test bed” according to Mr. Schmidt, Chief Executive of Google. Why Britain? The country has several factors in its favor. For a start, the British online advertising market is “exploding”, said Mr. Schmidt. The internet accounts for 14% of companies’ total spending on advertising in Britain, compared with about 50% worldwide. Expenditure on internet advertising in America is similar to that in Britain, but Britain’s growth rates are slightly higher.
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单选题What does the passage mainly discuss?A
Rules and regulations of advertising.B
Learning how to spot advertising puffs.C
Advertisements.D
The agency regulating the content of advertisements.
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单选题According to the author, consumers’ best policy towards advertising is ______A
to doubt its truthB
to disbelieve itC
to distinguish between what is true and what is not trueD
to know what products the advertiser is going to sell
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问答题Instructions:In this section, there is one passage followed by a summary. Read the passage carefully and complete the summary below by choosing no more than three words from the passage. Remember to write the answers on the Answer Sheet. Answers 1 - 5 are based on the following passage. Few would deny that what we see in the media affects the way we think and act. Advertisers, knowing this better than anyone else, pay millions of dollars every year to sell their products. For prime time television advertising in the United States, companies pay up to two million dollars for a single forty-second advertisement. In the competition for audience attention, advertisers will do almost anything they can think of to sell their product. A common tactic in commercial advertising is to tie the advertised product to sex or glamour, even when these features do not directly relate to the product. How many times have we seen a pretty woman selling a car? Other ads may make exaggerated claims about the effectiveness of their products. Consumer complaints about misleading or inappropriate content in advertisements have led to multiple restrictions on advertising. Laws exist in many countries to regulate advertising. In the United States, television advertisements for alcoholic beverages cannot show a person actually drinking the beverage. Restricting advertisers through legislation brings up issues of freedom of speech and individual rights. For this reason, US law makers have tried to avoid passing many laws that might limit advertisers’ rights. Instead, they have asked the advertising industry to find ways to regulate itself. This led to the creation of the National Advertising Review Council (NARC) in the 1970s. Major advertisers and advertising agencies set up NARC, an industry—run agency that would maintain standards of accuracy, morality, and social responsibility in advertising. Since then, there have been two branches within the organization: the National Advertising Division (NAD) and the National Advertising Review Board (NARB). The NAD is like the police of the organization. They receive complaints by consumers, consumer groups, companies, or associations about advertisements. NAD then investigates the ads and reports any misconduct. If NAD and the advertiser cannot find a way to correct the ad together, the case goes before the NARB for review. The Review Board then reviews the ad and makes a recommendation. As part of the trend towards non-governmental regulation, the media in which advertising appears also work as a kind of censor. Television stations all have departments for reviewing ads before the ads can be shown on the air. This is true for radio stations as well. Likewise, magazines and newspapers review ads before publication to make sure both the products and the content are appropriate for their readers. In addition to their reviews for appropriateness, some publications even check the accuracy of the information in the ads. Along with national advertising organizations and the media, individual advertising agencies comprise a third layer of censorship. Advertising agencies certainly want the public to have confidence in their ads. Therefore, most advertisers use market research as a way to verify the claims made in advertisements. Furthermore, if consumers learn about misleading claims in the ads for a product, the consumers can sue the advertisers. This is why most large advertising agencies employ in-house lawyers for reviewing ads. The medium of web advertising has opened entirely new questions about advertising, targeting one’s intended audience, and appropriateness of ad content. At the same time, consumers have made more and more focused demands on all forms of media. In the UK, for example, some have called for a ban on the advertising of fast food, which is widely blamed for problems of obesity. For the time being, a combination of government regulation, citizen demands, and industry self-regulation will continue to shape what marketers do. Summary Media affects the way we think and act. With so many advertisements, their creators must think of innovative ways to get consumers’ 1 Some ads may make exaggerated claims about their products or have misleading content. Public complaints about advertising have led to government regulations in many countries. In the United States, advertisers have set up a self-policing 2 called NARC to censor ads. Through self-regulation, the industry avoids issues of 3 of speech and makes sure that their ads are accurate. Advertisers with deceptive ads can be 4 However, new forms of media, such as the web, have created new questions about 5 。
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单选题______ they to cut down the cost of advertising, the cost of production ______ significantly fall.A
Are; willB
Were; shallC
Are; shouldD
Were; would
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