Advertising is often the most () method of promotion.

A.eficient

B.efficiency

C.efect

D.effective

A.efficient

B.efficiency

C.effect

D.effective

Advertising informs consumers about the existence and benefits ofproducts and services and attempts to persuade them to buy them. The best formof advertising is probably word of mouth advertising which occurs when peopletell their friends about the benefits of products or services that they havepurchased. Yet virtually no providers of goods or services relay on this alone,which using paid advertising instead. Indeed many organizations also use institutionalor prestige advertising which is designed to build up their reputation ratherthan to sell particular products. Although large companies could easily set up theirown advertising departments, write their own advertisements and by media space themselves.They tend to use the services of large advertising agencies. These are likelyto have more resources and more knowledge about all aspects of advertising andadvertising media than single company. It is also easier for a dissatisfycompany to give its account to another agency. And it would be to fire theirown advertising staff. The company generally give the advertising agency andagreed budget. A statement of the objective of the advertising campaign know asbrief and overall advertising strategy concerning the message to becommunicated to the target customers. The agency creates advertisements anddevelops a media prime, specifying which media will be used and in which proportions.Agencies often produce alternative ads or commercials that pretested innewspapers, television stations etc. in different parts of the country. Beforea final choices was made

prior to anational campaign.

Q22 What is probably the bestform. of advertising according to the speaker？

Q23 What does the speaker sayis the proposes of many organization using prestige advertising ？

Q24 How did large companiesgenerally handle their advertising？

Q25 What would advertisingagencies often do before a national campaign？

ll 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 customer

B、the manufacturer

C、increased sales

D、reduced prices

2."Large scale" in the third paragraph means____.

A、expensive

B、well-balanced

C、extensive

D、colorful

3.According to the passage, trade fairs 1st paragraph may____.

A、replace exhibitions and markets

B、attract possible customers

C、offer fun and amusement

D、provide cheap goods

4.Advertising is often used to____.

A、deceive customers

B、increase production

C、arouse suspicion

D、push the sale

5.The word 'media' 1st paragraph refers to____.

A、the press

B、television

C、radio

D、all of the above

ods 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, and 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.

We might ask whether the cost of advertising is paid for by the manufacturer or by the consumer.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 pays less.

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 scales 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 often used to ().

A.convince customers

B.promote production

C.rise interest

D.push the sales

(2).According to the passage, trade fairs (Paragraph 1) may () .

A.replace exhibitions and markets supply

B.local goods and services

C.attract possible customers

D.provide cheap amusements

(3).Advertising is in the main paid for by () .

A.the customer

B.the producer

C.the increased sales

D.the decreased costs

(4).The author says that advertising can increase demand ().

A.in any period of sales

B.in any circumstances

C.in a growing market

D.in a shrinking market

(5).What the last sentence of this passage actually tells us is that ().

A.businessmen usually do not pay more for advertising than they have to

B.businessmen know well that advertising could bring them more profits

C.advertising couldn’t convince people of the value of the goods advertising usually costs

D.businessmen large amounts of money

. He prides himself on speaking his mind, and has something to say on everything. But his frankness is often extremely embarrassing.

He is incapable of saying, " I thought that last advertising campaign had a lot of good ideas in it, but perhaps next time we could give the copy more vitality(活力). " Instead, he would say, " That campaign was a disaster. A child of three could have done better !"

The fact that he is often right does not help. Other employees dislike his manner even more, but he is too insensitive to notice.

Another character among the list of ill-mannered employees is Sally, who seems to regard just being at work as a severe punishment. Everything is done unwillingly. Asking her to do a task beyond her basic job description is often not worth the trouble. It will be done, but only half-heartedly.

Fergus is just the opposite. He shows an over-familiarity to his boss. When an important visitor is shown into the manager's office, Fergus cannot take the hint and leave. Instead he will attempt to take part in the conversation, declaring, "You can talk in front of me. Henry and I don't have many secrets, do we？" Over the years Fergus has fallen behind his former equal. But he seeks to maintain the same close relationship that he imagines existed in their younger days.

Which of the following words describes Ted best？

A．Cold.

B．Tactless.

C．Stupid.

D．Warm-hearted.

of the same product. Yet underneath their labels, the products are often nearly identical. Thus, manufacturers are confronted with a problem how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to attract consumers in various ways. As a matter of fact, advertisements may be classified into three types according to the kind of appeals they use.

One type of advertisement tries to appeal to the consumer's reasoning mind. It may offer a claim that seems scientific. For example, it may say the dentists recommend Flash toothpaste. In selling a product, the truth of the advertising may be less important than the appearance of truth. A scientific approach gives the appearance of truth;

Another type of advertisement tries to amuse the potential buyer. Products that are essential boring, such as insecticide, are often advertised in an amusing way. One way of doing this is to make the products appear alive. Advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun,

Associating the product with something pleasant is the technique of the third type of appeal. In this class, ads suggest that the product will satisfy some basic human desire. One such desire is the wish to be admired by other people. Many automobile advertisements are in this category. Another powerful desire to which advertisers appeal is the desire for love. Thus ads for bandages(绷带) are unlikely to emphasize the way the bandages are made or their low cost; instead, the ads may Show a mother tenderly binding up and then kissing her small boy's cut finger. In the picture there is an open package of Ouch Bandages. The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandages=Love".

One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies.

Under the cover of different brands,______.

A．the products have great difference from each other

B．the products are more or less the same

C．the manufacturers tend to differ very little

D．the brands may vary only in name

阅读下面的句子，根据文章内容进行判断，正确写(T)错误写(F)

Headhunters or executive search firms specialize in finding the right person for the right job. When a company wishes to recruit a new person for an important position, it may use the services of such a firm. The advantages for the employer are that it does not have to organize the costly and time-consuming process of advertising, selecting and interviewing suitable applicant. In some cases, the search firm may already have a list of people with the appropriate skills for the job. If this is not the case, then it may act as a consultant, advising or even organizing tests and simulations to evaluate candidates' behavior. in order to select the most competent person for the job.

()21. The passage mainly talks about the increased business of headhunters.

()22. Companies may use the services of an executive search firm to recruit new employees.

()23. Employers prefer to use the headhunters because the services are cheap.

()24. Search firms often have their own talent pool or human resource ban

()25. Headhunters also provide services like advertisement and candidate evaluation.

oblem of pollution. Pollution is caused either by man's release of completely new and often artificial (人造) substances into the environment, or by releasing greatly increased amounts of a natural substance (物质), such as oil from oil tankers into the sea.

Whatever its underlying reasons, there is no doubt that much of the pollution caused could be controlled if only companies, individuals and governments Would make more efforts. In the home there is an obvious need to control litter and waste. Food comes wrapped up three or four times in packages that all have to be disposed off drinks are increasingly sold in bottles or tins which cannot be reused. This not only causes a litter problem, but also is a great waste of resources, in terms of glass, metal and paper. Advertising has helped this process by persuading many of us no only to buy thing we neither want nor need, but also to throw away much of what we do buy. Pollution and waste combine to be a problem everyone can help to solve by curing out unnecessary buying, excess use and careless disposal (处理) of the products we use in our daily lives.

The main cause of pollution is ______.

A．the release of artificial or natural substances into the environment

B．the production of new industrial goods

C．increased amounts of a natural substance

D．our ever-increasing population