廣告和促銷+Advertising+and+Promotion

1、廣告和促銷 Advertising and Promotion(總分： 64.00 ，做題時間： 90 分鐘)一、 PART ONEQuestions 1 8 Look at the statements below and the five extracts about advertising and promotion from an article. Which extract (A, B, C, D or E) does each statement (18) refer to? For each statement (1 8), make one letter (A, B, C, D

2、 or E) on your Answer Sheet. You will need to use some of these letters more than once.(總題數(shù)： 1，分?jǐn)?shù)： 8.00)A. Sales promotion accounts for greater expenditures than does advertising. Consumer-oriented sales promotions like coupons, games, rebates, samples, premiums, contests, sweepstakes, and promotion

3、al products offer an extra incentive to buy a product. Point-of-purchase advertising displays and trade shows are sales promotions directed to the trade markets, Personal selling involves face-to-face interactions between seller and buyer.B. Advertising, the most visible form of non personal promoti

4、on, is designed to inform, persuade, or remind. Product advertising promotes a good or service, while institutional advertisingpromotes a concept, idea, organization, or philosophy. Television, newspapers, and direct mail re present the largest advertising media categories.C. Marketers begin by focu

5、sing on their companys target market, product value, time frame, and budget. By analyzing these factors, they develop a promotional mix and allocate re sources and expenditures among personal selling, advertising, sales promotion, and public relations.D. A companys promotional mix integrates two com

6、ponents: personal selling and non personal selling, which includes advertising, sales promotion, and public relations, By selecting theappropriate combination of promotional mix elements, marketers attempt to achieve the firms five major promotional objectives: provide information, differentiate a p

7、roduct, increase demand, stabilize sales, and accentuate the products value.E. Many consumers believe that advertising exerts too muchinfluence on buyers and that it deceives customers by exaggerating product claims and consciously blurring the line between promotion and entertainment. Many consumer

8、s also question the appropriateness of marketing to children andthrough schools.(分?jǐn)?shù)： 8.00 )(1) .We should learn the concept of a promotional mix first.(分?jǐn)?shù)： 1.00 )A.B.C.D. VE.解析：(2) .Offering information is one of five major promotional objectives.(分?jǐn)?shù)： 1.00 )A.B.C.D. VE.解析：(3).Summarizing the differe

9、nt types of advertising and advertising media.A.B. V分?jǐn)?shù)： 1.00 )C.D.E.解析：(4).By analyzing the target market , marketers are likely to design their proper marketing mix. (分?jǐn)?shù)： 1.00 )A.B.C. VD.E.解析：(5).The ethical issues involved in promotion may arouse public concerns.A.B.C.D.E. V解析：(6).Identifying the

10、factors that influence the selection of a promotional mix.A.B.C. VD.E.解析：(7).Direct mail accounts for a considerable proportion in advertisementsA.分?jǐn)?shù)： 1.00 )分?jǐn)?shù)： 1.00 )分?jǐn)?shù)： 1.00 )B. VC.D.E.解析：(8).Describing the role of sales promotion, personal selling, and public relations in promotional strategy. (分

11、數(shù)： 1.00 )A. VB.C.D.E.解析：、PART TWOQuestio ns 9 14 Read the text about the Yaos career developme nt in the U. S. Choose the best sentence to fill each of the gaps. For each gap (9 14), mark one letter (A-H) on your An swer Sheet. Do not use any letter more tha n on ce.(總題數(shù)：1,分?jǐn)?shù)：6.00)Yaos international

12、 appeal help grow our brand globally(9) Thats saying a lot in a league where anyone under six feet five inches would be considered short. But Yao Ming (Yao is his surname) is seven feet five inches tall, a giant among giants.Just a couple of years ago, Yao left his homein China, where he played bask

13、etball for the Shanghai Sharks, to become the star center in his rookie year for the Houston Rockets. Just as quickly,(10) Yao whose presence is hard to ignore, appeared in his firsttelevision commercial forAppleComputer, in which he promoted the firms new PowerBook G4computer. (His star in the adve

14、rtisement was the diminutive Verne Troyer, the actor who played Mini Me in the Austin Powers films. ) Viewers loved him. (11) which aired during a recent Super Bowl. In that ad, Yao sparred with a petiteactress playing a clerk who wouldnt let him cash a check, saying, Yo! and pointing to a sign indi

15、cating no personal checks. A few months later, (12) for which he appeared in ads along with other sports celebrities like base-ball player Derek Jeter and football. Star Peyton Manning.(13) But Yao is different. He speaks very little English, relying heavily on a translator to help him communicate.

16、Yet says TomFox, vice president of sports marketing for Gatorade, Whats truly exciting to us is Yaos ability to connect with American fans and transcend American culture.But Yaos international appeal and the NBAs international marketing strength presentpotentialopportunities to also help grow our br

17、and globally. (14) As they develop their promotional strategy, they can incorporate this strength into the overall plan. Gatorade does have aspirations around the world, and there is application for Yao if we choose to go that way, notes Fox.A. But his slam dunk came in a commercial for VisaB. Marke

18、ters view him as a global spokesperson rather than someone who reaches only the U. S. marketC. Yao signed an exclusive deal with Gatorade.D. Yao Ming is the National Basketball Associations tallest playerE. Being an advertising star makes him more popular in the U. S.F. he became a U. S. media celeb

19、rity-and a sought-after advertising spokespersonG. Hiring sports celebrities as part of a promotional campaign is nothing newH. Many advertisers strive to invite him to be the spokesperson of their product(分?jǐn)?shù)：6.00 )填空項1:（正確答案：D)解析：填空項1:（正確答案：F)解析：填空項1:（正確答案：A)解析：填空項1:（正確答案：C)解析：填空項 1: （正確答案： G）解析：填空

20、項 1: （正確答案： B）解析：三、PART THREEQuestions 15 20 Read the followi ng article on the pop-up ads on li ne. For each qu estion （1520） mark one letter （A, B, C or D） on your Answer Sheetfor the answer you choose.（ 總題數(shù)： 1，分?jǐn)?shù)： 18.00）Whenyou go online, are you peppered with pop-up ads? If you are annoyed by th

21、em and find yourself chasing them around with your mouse until you can zap them off the screen, heres a new twist.The next generation of pop-ups may be implanted in your PCsoft-ware. Whenyou turn on your computer, a silent software program slips on also, tracking the Web sites you visit and collecti

22、ng information about any purchases you make. Then, when you visit other Web sites, targeted ads pop up on your screen-the ones for goods and services that you might be interested in buying. Suppose you initially browse through a site for outdoor gear and buy a fleece jacket. Two days later, your scr

23、een might show pop-ups for adventure travel, airline tickets, out door clothing, and the like. You might not even be aware of it, but these pop-ups are the result of the embedded software that some people call spyware.The largest creator of this software, Gator, recently teamed up with Yahoo to send

24、 such pop-ups to 43 million computer screens worldwide. In one year the agreement generated 28 mil lion in advertising fees that were split by the two companies, and industry experts expect that figure to increase. While Yahoo insists that it is providing a service to its customers by offering more

25、advertising choices, many consumers are less than pleased by the software or the ads. Concerned about invasion of privacy, some who discover the programs on their PCs ask service technicians to remove it. Gator, whose advertising customers include Verizon and American Express, presents itself as a w

26、ay for consumers to find bargains. Marketing head Scott Eagle says that Gators model of targeting ads to specific consumers is far more efficient than spraying ads across everybody. However, companies such as Hertz and The Washington Post Inc. filed law suits against Gator for infringement of copyri

27、ght and trademark laws, claiming that its ads were getting a free ride on their sites.Not surprisingly, surveys focusing on the Internet experience typically list pop-up ads as the most annoying online experience. So marketers at Atlanta-based EarthLink came up with an idea: offer subscribers softwa

28、re to block them. Although EarthLink, the No. 3 U. S. Internet service provider with about five million subscribers, is small change in an industry dominated by industry giant AOL, the company has based its recent market growth strategy on offering a solution to the estimated 4.8 billion ads that po

29、p up on computer screens worldwide every month.Why do marketers continue to rely on such a disliked form of online advertising? The answer is cost. Pop-up ads are inexpensive to produce and cost nearly nothing to send. But they are so annoying to some computer users that dozens of special programs h

30、ave been written to block them from appearing on the screen during Internet use.（分?jǐn)?shù)： 18.00 ）（1）.What are pop-up ads?A. The pictures chasing the PC users around.B. The pages the PC users can zap off.C. The online bursting advertising.D. The ads tracking the Web sites. (分?jǐn)?shù)： 3.00 )A.B.C. VD.解析：(2) .By

31、the word twist(line 3, paragraph l), the author probably means .A. A curve.B. A change.C. improvement.D. degeneration. (分?jǐn)?shù)： 3.00 )A.B. VC.D.解析：(3) .What is NOT the twist of next generation of pop-ups?A. Targeting ads pop up on your screen.B. The software program slips silently.C. The screen might sh

32、ow more pop-ups.D. Collecting information about the purchases.(分?jǐn)?shù)： 3.00 )A.B.C. VD.解析：(4) .What is the attitude of companies like Hertz and The Washington Post Inc. towards Gator?choices.A. They insist that it is providing a service to its customers by offering more advertisingB. They ask service te

33、chnicians to remove pop ups.C. They think pop-ups are far more efficient.D. They filed lawsuits against Gator for infringement. (分?jǐn)?shù)： 3.00 )A.B.C.D. V解析：(5) .How does Atlanta-based EarthLink solve the problem of pop-up ads?A. By charging the pop-ups companies.B. By offering subscribers software to bl

34、ock pop-up ads.C. By removing them through certain techniques.D. By putting on more pop-up ads. (分?jǐn)?shù)： 3.00 )A.B. VC.D.解析：(6) .The authors attitude toward pop-up ads can best be described as.A. skeptical.B. objective.C. critical.D. indifferent.(分?jǐn)?shù)：3.00 )A.B.C. VD.解析：四、PART FOURQuestio ns 21 30 Read th

35、e article below about the promoti on. Choose the correct word to fill each gap from A, B, C or D. For each question (21 30), mark one letter (A, B, C or D) on your Answer Sheet.(總題數(shù)：1,分?jǐn)?shù)：10.00)What is PromotionPromotion is one of the four elements of marketing (21) (product, price, promotion, place)

36、. It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers purchasing decision.The (22) of five elements creates a promotional mix or promotional plan. These elements arepersonal selling, advertising, sales promotion, direct

37、marketing, and publicity. A pro motional mix specifies how much attention to pay to each of the five subcategories, and how much moneyto (23) for each. A promotional plan can have (24) range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, com

38、petitive retaliations, orcreation of a corporate image. (25) however there are three basic objectives of promotion. These are: 1, to present informationto consumers as well as others; 2, to in crease demand; 3, to (26)a product.There are different ways to (27) a product in different areas of media.

39、Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an (28) like discounts, free (29) or a contest. This is to increase the sales of a given product.Promotion includes several communications

40、 activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to (30)immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.Examples of devices used in promotion include coupons, samples, pr

41、emiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.(分?jǐn)?shù)：10.00 )(1) .A. blend B. mixture C. combination D. mix(分?jǐn)?shù)：1.00 )A.B.C.D. V（分?jǐn)?shù)：1.00 ）解析：(2) .A. qualification B. amplification C. description D. specificationA.B.C.D. V解析：(3).A. spend B. settle C. budget D. figure A.分?jǐn)?shù)：1.

42、00 )B.C. VD.解析：(4).A. different B. various C. long D. wide A.B.分?jǐn)?shù)：1.00 )C.D. V解析：(5).A. Frankly B. Fundamentally C. Actually D. VirtuallyA.B. V分?jǐn)?shù)： 1.00 )C.D.解析：(6).A. create B. advertise C. differentiate D. introduce A.分?jǐn)?shù)： 1.00 )B.C. VD.解析：(7).A. sell B. promote C. inform D. presentA.B. V分?jǐn)?shù)：1.00 )C.

43、D.解析：(8).A. incentive B. reason C. impulse D. desireA. V分?jǐn)?shù)： 1.00 )B.C.D. 解析： (9).A. items B. products C. activities D. goodsA. V分?jǐn)?shù)： 1.00 )B.C.D.解析：(10).A. improve B. stimulate C. activate D. increase A.分?jǐn)?shù)： 1.00 )C.D.解析：五、PART FIVEQuestio ns 31 40Read the article below about public service advertis i

44、ng. For each questi on 31 40, write one word in CAPITAL LETTERSn your Answer Sheet.（總題數(shù)：1,分?jǐn)?shù)：10.00）Public Service AdvertisingThe advertising techniques used to (31) commercial goods and services can be used to inform,educate and motivate the public about non-commercial issues, such as HIV/AIDS, poli

45、tical ideology, energy conservation and deforestation. (32) in its non-commercial guise, is a powerful educational tool capable (33) reaching and motivating large audiences. Advertising justifies its existence when used in the public interest it is much (34) powerful a tool to use solely for commerc

46、ialpurposes. Attributed to Howard Gossage by David Ogilvy. Public (35) advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (gen

47、erally associated with commercial enterprise) on (36) of non-commercial, publicinterest issues and initiatives. In the United States, the granting of television and radio licensed by the FCCis contingent upon the station broadcasting a certain amount of public service advertising. To (37) these requ

48、irements, many broadcast stations in America air the bulk of their required public service announcements (38) the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service a

49、dvertising reached (39) height during World WarsI and n under the direction of more than one government. During WWn President Rooseveltcommissioned the creation of The War Advertising Council (now known as the Ad Council)(40) isthe nations largest developer of PSA campaigns on behalf of government a

50、gencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear.（分?jǐn)?shù)：10.00）填空項1:（正確答案：PROMOTE解析：填空項1:（正確答案：ADVERTISING解析：填空項1:（正確答案：OF)解析：填空項1:（正確答案：TOO解析：填空項1:（正確答案：SERVICE解析：填空項1:（正確答案：BEHALF解析：填空項1:（正確答案：MEET解析：填空項1:（正確答案：DURING解析：填空項 1: （正確答案： ITS ）解析：填空項 1: （正確答案： W

51、HICH）解析：六、PART SIXQuestions 41 52 Read the text below from a report about foreig n public messagi ng. In most li nes （41 52）, there is one extra word. It either is grammaticallyincorrect or does not fit in with the sense of the text. Some lines, however, are correct. If a line is correct, write CORR

52、ECT on your Answer Sheet. If there is an extra wordin the line, write the extra word in CAPITAL LETTERSon your Answer Sheet.（ 總題數(shù)： 1，分?jǐn)?shù)： 12.00）Foreign Public MessagingForeign governments, particularly those that own marketable commercial products or services,（分?jǐn)?shù)： 12.00 ）（1）.often promote their interests and positions through the advertising of those goods be cause the （分?jǐn)?shù)： 1.00 ）填空項 1: （正確答案： CORREC）T解析：messaging（2）.targetaudience is not only largely unaware of the forum as well vehicle for