A good advertising program tells potential customers the benefits derived from the use of products.（)

A.much

B.fascinating

C.every

D.good

A.public service advertising

B.public good ad

C.male service ad

A、see to

B、seem to

C、look to

A.public service advertising

B.public good ad

C.male service ad

We are interested in the desk lamps you () in the May issue of “Good Housekeeping”.

A、advertising

B、being advertised

C、advertised

D、have advertised

Advertising has its origins in

A．shop window displays and the wrapping of goods

B．face to face contact between sellers and buyers

C．the communicative abilities of a trained sales person

D．articles in newspapers and magazines

A—action advertising J—magazine advertising

B—airport advertising K—neon light advertising

C—billboard advertising L—newspaper advertising

D—business advertising M—online advertising

E—direct mail advertising N—outdoor advertising

F—gift advertising O— platform. side advertising

G—lamp post advertising P—public service advertising

H—light box advertising Q—sales promotion advertising

I—local advertising

Example: (P) 公益广告 (K) 霓虹灯广告

1. () 机场广告 () 户外广告

2. () )灯箱广告 () 杂志广告

3. () 地方性广告 () 路灯柱广告

4. () 赠品广告 () 直接邮递广告

5. () 行为广告 () 报纸广告

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.()

Text 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. 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