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Câu hỏi: Read the following passage and blacken the letter A, B, C, or D on your answer sheet to indicate the correct answer to the following questions.
Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.
Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be played. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.
Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.
In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.
Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.
According to paragraph 2, market research includes ____________
A. determining the price of a product
B. hiring researchers with backgrounds in many fields
C. searching for talented workers
D. studying television ratings
Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.
Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be played. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.
Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.
In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.
Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.
According to paragraph 2, market research includes ____________
A. determining the price of a product
B. hiring researchers with backgrounds in many fields
C. searching for talented workers
D. studying television ratings
Kiến thức: Đọc – chi tiết
Giải thích: Theo đoạn 2, nghiên cứu thị trường bao gồm ____________
A. xác định giá của sản phẩm
B. thuê các nhà nghiên cứu có kinh nghiệm trong nhiều lĩnh vực
C. tìm kiếm công nhân tài năng
D. nghiên cứu xếp hạng truyền hình
Thông tin: By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers.
Tạm dịch: Bằng cách nghiên cứu phân tích độc giả của các tờ báo và tạp chí cũng như xếp hạng truyền hình và các số liệu thống kê khác, một công ty quảng cáo có thể quyết định cách tốt nhất để tiếp cận những người mua tiềm năng.
Giải thích: Theo đoạn 2, nghiên cứu thị trường bao gồm ____________
A. xác định giá của sản phẩm
B. thuê các nhà nghiên cứu có kinh nghiệm trong nhiều lĩnh vực
C. tìm kiếm công nhân tài năng
D. nghiên cứu xếp hạng truyền hình
Thông tin: By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers.
Tạm dịch: Bằng cách nghiên cứu phân tích độc giả của các tờ báo và tạp chí cũng như xếp hạng truyền hình và các số liệu thống kê khác, một công ty quảng cáo có thể quyết định cách tốt nhất để tiếp cận những người mua tiềm năng.
Đáp án D.