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共用题干
Communication with Customers Online
Until 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 its
Web 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 averages
250,000 visits a day.To heighten interest in the site,SEGA bought an advertising banner on
Netscape,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 Nielsen
Media 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.
Communication with Customers Online
Until 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 its
Web 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 averages
250,000 visits a day.To heighten interest in the site,SEGA bought an advertising banner on
Netscape,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 Nielsen
Media 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.
According to experts' opinion,online promotion should be replaced by new ways.
A: Right
B: Wrong
C: Not mentioned
A: Right
B: Wrong
C: Not mentioned
参考答案
参考解析
解析：本题提到了两方面的信息，一方面说电视曾经使产品宣传方式发生了很大变化，另一方面说互联网的出现也使产品宣传方式发生巨大变化。文章中第一段提到：“Today the Internet is once again transforming promotion.”由这句话可以看出，电视和互联网都使得传统宣传方式发生了很大变化。
文章第一段只提到了万维网在96年的广告收入是3亿美元，其他地方再没有出现关于广告收入的问题。
文章第二段第一句话就提到：“Effective online marketers do not merely transfer hard-copy ads to cyberspace.”这说明仅仅使用平面广告将信息直接传递给消费者这一形式是不能达到最佳宣传效果的。从文章第二段末可以得出，为了提高点击率，各家企业一般会不断更新产品信息并提供许多互动的机会。
文章中第三段提到：“To heighten interest in the site ,SEGA bought an advertising ban-ner on Netscape, thereby increasing site visits by 15 percent.”由此我们可以推断出，网景是一家非常有影响力的网站，浏览网景网页的人们看到SEGA的广告有些就会进一步登陆其网站，这样就为SEGA多带来巧％的访问者。
文章第四段中提到了“push” technology，这一技术就是指网民一旦上网，公司就会将特定的资讯和其他的信息自动地发送到他们的电脑中。
文章在第三段中提到通过瑞谷网，人们能看到36种意大利面的制作方法，但并没有提到瑞谷网卖36种意大利面。
文章最后一句提到：“Experts advise companies to use the Internet as a supplement to other advertising media.”专家们只是建议应该将在线推广作为宣传的一种有力补充，而不是主要途径，并没有说在线推广应该被取代。
文章第一段只提到了万维网在96年的广告收入是3亿美元，其他地方再没有出现关于广告收入的问题。
文章第二段第一句话就提到：“Effective online marketers do not merely transfer hard-copy ads to cyberspace.”这说明仅仅使用平面广告将信息直接传递给消费者这一形式是不能达到最佳宣传效果的。从文章第二段末可以得出，为了提高点击率，各家企业一般会不断更新产品信息并提供许多互动的机会。
文章中第三段提到：“To heighten interest in the site ,SEGA bought an advertising ban-ner on Netscape, thereby increasing site visits by 15 percent.”由此我们可以推断出，网景是一家非常有影响力的网站，浏览网景网页的人们看到SEGA的广告有些就会进一步登陆其网站，这样就为SEGA多带来巧％的访问者。
文章第四段中提到了“push” technology，这一技术就是指网民一旦上网，公司就会将特定的资讯和其他的信息自动地发送到他们的电脑中。
文章在第三段中提到通过瑞谷网，人们能看到36种意大利面的制作方法，但并没有提到瑞谷网卖36种意大利面。
文章最后一句提到：“Experts advise companies to use the Internet as a supplement to other advertising media.”专家们只是建议应该将在线推广作为宣传的一种有力补充，而不是主要途径，并没有说在线推广应该被取代。
更多 “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.According to experts' opinion,online promotion should be replaced by new ways.A: RightB: WrongC: Not mentioned” 相关考题
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