广告和促销+Advertising+and+Promotion及答案解析.doc

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1、广告和促销+Advertising+and+Promotion 及答案解析(总分：64.00，做题时间：90 分钟)一、PART ONE(总题数：1，分数：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 promotional products offer an

2、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 promotion, is designed to in

3、form, persuade, or remind. Product advertising promotes a good or service, while institutional advertising promotes a concept, idea, organization, or philosophy. Television, newspapers, and direct mail re present the largest advertising media categories.C. Marketers begin by focusing on their compan

4、ys 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 components: personal se

5、lling and non personal selling, which includes advertising, sales promotion, and public relations, By selecting the appropriate combination of promotional mix elements, marketers attempt to achieve the firms five major promotional objectives: provide information, differentiate a product, increase de

6、mand, stabilize sales, and accentuate the products value.E. Many consumers believe that advertising exerts too much influence on buyers and that it deceives customers by exaggerating product claims and consciously blurring the line between promotion and entertainment. Many consumers also question th

7、e appropriateness of marketing to children and through schools.（分数：8.00）(1).We should learn the concept of a promotional mix first.（分数：1.00）A.B.C.D.E.(2).Offering information is one of five major promotional objectives.（分数：1.00）A.B.C.D.E.(3).Summarizing the different types of advertising and adverti

8、sing media.（分数：1.00）A.B.C.D.E.(4).By analyzing the target market , marketers are likely to design their proper marketing mix.（分数：1.00）A.B.C.D.E.(5).The ethical issues involved in promotion may arouse public concerns.（分数：1.00）A.B.C.D.E.(6).Identifying the factors that influence the selection of a pro

9、motional mix.（分数：1.00）A.B.C.D.E.(7).Direct mail accounts for a considerable proportion in advertisements（分数：1.00）A.B.C.D.E.(8).Describing the role of sales promotion, personal selling, and public relations in promotional strategy.（分数：1.00）A.B.C.D.E.二、PART TWO(总题数：1，分数：6.00)Yaos international appeal

10、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 home in China, where he played basketball

11、 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 first television commercial for Apple Computer, in which he promoted the firms new PowerBook G4 computer. (His star in the adver

12、tisement 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 petite actress playing a clerk who wouldnt let him cash a check, saying, “Yo!“ and pointing to a sign in

13、dicating 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

14、. Yet says Tom Fox, 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 present potential opportunities to also help grow

15、 our brand 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 V

16、isaB. Marketers 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.

17、media celebrity-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（分数：6.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、PART THREE(总题数：1，分数：18.00)When

18、you go online, are you peppered with pop-up ads? If you are annoyed by them 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 PC soft-ware. When you turn on your computer, a “silent“

19、 software program slips on also, tracking the Web sites you visit and collecting 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 thr

20、ough a site for outdoor gear and buy a fleece jacket. Two days later, your screen 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

21、largest creator of this software, Gator, recently teamed up with Yahoo to send 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 Y

22、ahoo insists that it is providing a service to its customers by offering more 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 adve

23、rtising customers include Verizon and American Express, presents itself as a way 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 a

24、nd The Washington Post Inc. filed law suits against Gator for infringement of copyright 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.

25、So marketers at Atlanta-based EarthLink came up with an idea: offer subscribers software 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

26、market growth strategy on offering a solution to the estimated 4.8 billion ads that pop 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 s

27、end. But they are so annoying to some computer users that dozens of special programs have been written to block them from appearing on the screen during Internet use.（分数：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 bu

28、rsting advertising.D. The ads tracking the Web sites.（分数：3.00）A.B.C.D.(2).By the word “twist“(line 3, paragraph l), the author probably means _.A. A curve.B. A change.C. improvement.D. degeneration.（分数：3.00）A.B.C.D.(3).What is NOT the “twist“ of next generation of pop-ups?A. Targeting ads pop up on

29、your screen.B. The software program slips silently.C. The screen might show more pop-ups.D. Collecting information about the purchases.（分数：3.00）A.B.C.D.(4).What is the attitude of companies like Hertz and The Washington Post Inc. towards Gator?A. They insist that it is providing a service to its cus

30、tomers by offering more advertising choices.B. They ask service technicians to remove pop ups.C. They think pop-ups are far more efficient.D. They filed lawsuits against Gator for infringement.（分数：3.00）A.B.C.D.(5).How does Atlanta-based EarthLink solve the problem of pop-up ads?A. By charging the po

31、p-ups companies.B. By offering subscribers software to block pop-up ads.C. By removing them through certain techniques.D. By putting on more pop-up ads.（分数：3.00）A.B.C.D.(6).The authors attitude toward pop-up ads can best be described as _.A. skeptical.B. objective.C. critical.D. indifferent.（分数：3.00

32、）A.B.C.D.四、PART FOUR(总题数：1，分数：10.00)What is PromotionPromotion is one of the four elements of marketing (21) (product, price, promotion, place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers purchasing decision.The

33、 (22) of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A pro motional mix specifies how much attention to pay to each of the five subcategories, and how much money to (23) for each. A p

34、romotional plan can have (24) range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. (25) however there are three basic objectives of promotion. These are: 1, to present information t

35、o 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. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product

36、 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 activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to (30) immediate

37、sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.（分数：10.00）(1).A. blend B. mixture C. combination D. mix（分数：1.00）A.B.C.D.(

38、2).A. qualification B. amplification C. description D. specification（分数：1.00）A.B.C.D.(3).A. spend B. settle C. budget D. figure（分数：1.00）A.B.C.D.(4).A. different B. various C. long D. wide（分数：1.00）A.B.C.D.(5).A. Frankly B. Fundamentally C. Actually D. Virtually（分数：1.00）A.B.C.D.(6).A. create B. advert

39、ise C. differentiate D. introduce（分数：1.00）A.B.C.D.(7).A. sell B. promote C. inform D. present（分数：1.00）A.B.C.D.(8).A. incentive B. reason C. impulse D. desire（分数：1.00）A.B.C.D.(9).A. items B. products C. activities D. goods（分数：1.00）A.B.C.D.(10).A. improve B. stimulate C. activate D. increase（分数：1.00）A

40、.B.C.D.五、PART FIVE(总题数：1，分数：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, political ideology, energy conservation and deforestation. (32) in i

41、ts non-commercial guise, is a powerful educational tool capable (33) reaching and motivating large audiences. “Advertising justifies its existence when used in the public interestit is much (34) powerful a tool to use solely for commercial purposes. “ Attributed to Howard Gossage by David Ogilvy. Pu

42、blic (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 (generally associated with commercial enterprise) on (36) of non-

43、commercial, public interest issues and initiatives. In the United States, the granting of television and radio licensed by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To (37) these requirements, many broadcast stations in America air the bulk o

44、f 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 advertising reached (39) height during World Wars and under

45、the direction of more than one government. During WW President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council)(40) is the nations largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-r

46、unning PSA campaign, Smokey Bear.（分数：10.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_六、PART SIX(总题数：1，分数：12.00)Foreign Public MessagingForeign governments, particularly those that own marketable commercial products or services,（分数：12.00）(1).often promote their interests a

47、nd positions through the advertising of those goods be cause the（分数：1.00）填空项 1:_(2).target audience is not only largely unaware of the forum as well vehicle for foreign messaging but also（分数：1.00）填空项 1:_(3).willing to receive the tour message while in a mental state of absorbing information from（分数：

48、1.00）填空项 1:_(4).advertisements during watching television commercial breaks while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is（分数：1.00）填空项 1:_(5).advertising campaigns how to promote international travel. While advertising foreign destinations（分数：1.00）填空项 1:_(6).and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of pro