首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
•Read the following article about advertising. •For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for
•Read the following article about advertising. •For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for
admin
2010-01-28
45
问题
•Read the following article about advertising.
•For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for the answer you
Advertising
The primary function of advertising is to communicate marketing objectives to selected target audience. It is used to accomplish a number of tasks, using different media vehicles, reaching diverse audience, and gaining interest with a number of creative approaches. However, despite the seemingly endless channels for utilizing advertising, it is basically a marketing communication too. When we examine an- successful advertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successful advertising must be oriented to specific objectives. Before we can determine advertising objectives, it is advisable to distinguish between marketing and advertising goals. Effective advertising is an extension of the basic marketing plans and is derived from it. However, advertising goals are not the same as marketing goals. The marketing staff sets the marketing goals or objectives. The marketing department decides how to allocate resources to various tasks, including advertising. It also determines how these resources will be distributed to specific target markets and what sales objective can be expected over time and geography.
Examples of marketing objectives are
1. Attaining a market share increase from 2 percent of industry sales to 4 percent within 18 months.
2. Increasing distribution by number of retail outlets and/or geographical regions: If a product is currently available to 50% of the population or can be found in 50% of retail outlets, a marketing goal might be set to increase this figure to 60 percent by the end of the year.
3. Increasing total sales. Coals troy ha set in either number or units sold or traits sold ca: dollar volume of sales. Advertising goals are communication objectives designed to reach the target audience with the appropriate message. Ad goals are based on marketing objectives, but they are not the same as marketing goals. Advertising objectives might include
1. Increasing brand awareness from 20 percent to 30 percent among 18-to-34-year-old women within one year.
2. Increasing recall of brand advertising by 10 percent in the next three months.
3. Increasing favorable product attitudes by 10 percent in the next year.
Note that advertising goals are based on improving communication and consumer attitudes toward a product. It is interesting to note that a survey indicated that a majority of companies wanted to measure advertising success based on sales. Obviously, even sophisticated corporations often confuse marketing and advertising goals.
Advertising is the communication arm of the marketing process. It is a method of delivering a message from a sponsor, through a formal communication channel, to a desired audience. Advertising has many roles. It is designed to dispose a person to buy a product, to change minds, or even to advocate leas con- starting ("demarketing"). It may be used to help elect a candidate, raise money for charity, or support a cause. Must advertising, however, is for the marketing of goods and services.
Advertising is also part of the everyday culture of virtually every American. It is estimated that the average person sees or hears as many as 1,200 ads and commercials each day. Advertising is part of the social, cultural, and business environment, it mirrors this environment and also brings about subtle changes in the behavior of the public that uses it. It is no wonder that advertising is one of the most scrutinized of all business enterprises.
Today, advertising is functioning in a changing economic and social climate. Advertisers are viewed in many ways by the publics they serve, Manufacturers are asking for more tangible evidence of advertising’s role in the selling process, and the media are constantly seeking higher advertising rates to cover spiraling expenses. At the same time, the audiences that advertisers seek are becoming even more fragmented. Consumers, despite their seeming fascination with advertising’s creative process, tend to ha- come more cynical and disbelieving about its claims.
From the passage, we can infer that the job of advertising is becoming
选项
A、easier.
B、tougher.
C、more popular.
D、well esteemed.
答案
B
解析
转载请注明原文地址:https://www.kaotiyun.com/show/J5Kd777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
A、 B、 C、 B(A)使用与paper相似的词newspaper,易造成混淆。(B)针对是否要使用彩纸的提问,又反问彩纸是否符合打印机的规格,前后衔接顺畅,故为正确答案。(C)使用与生日有关的词present,易造成
Whatdidthecustomersrecommend?
Whatdidthecustomersrecommend?
ServiceRequest—MaintenanceDepartment(StubbsCollege)-Paintallofthewallsinthegymnasiumandcafe
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.MarketResearch:theimportanceofdoingmarketresearc
1.Practiseansweringthesequestions.PhaseOne:•Canyoutellmeaboutyourpresentjobandyourplansforthefuture?•Can
Question询问
•YouwillheartheChairmanoftheBusinessBroadcastingCommitteeofatelevisioncompany.Heisaddressingameetingofthec
•YouwillheartheChairmanoftheBusinessBroadcastingCommitteeofatelevisioncompany.Heisaddressingameetingofthec
随机试题
PASSAGETHREE(1)SiliconValleyisamagnettowhichnumeroustalentedengineers,scientistsandentrepreneursfromoversea
鼻咽癌以低分化癌为多,常规分割放射治疗剂量选择为
取得执业证书的从业人员变更聘用机构的,新聘用机构应当在上述情形发生后10日内向中国证券业协会报告,由中国证券业协会变更该人员执业注册登记。( )
根据消费税的有关规定,下列纳税人自产自用应税消费品不缴纳消费税的是()。
导游服务的内涵包括以下几层含义()。
宪政也称民主宪政、立宪政体,是重要的现代民主制度。下列有关宪政的论述正确的是()。
关于入侵检测系统的描述,下列叙述中哪项是错误的?______。
下面的子程序是将AL寄存器低于4位中的十六进制转换为ASCII码,试问:该子程序中的横线处应该填写什么指令?HTOASE PROCAND AL,0FHADD AL,30HCMP AL,39HJBE DONE--------DONE: RET
在面向对象方法中,不属于“对象”基本特点的是
Howoftendoesthewomanseeherparents?
最新回复
(
0
)