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Câu hỏi: Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions from 35 to 42
When consumers purchase any products, they are obviously paying for the cost of manufacturing the product. However, they are also paying for the advertising campaign devised to convince consumers to buy the product. The more costly the advertising campaign, the higher the price paid by consumers. Companies are allowed to set these high prices because consumers have shown that they will continue to pay them. For instance, a multinational chain of coffee shops significantly raised its prices a few years ago, due in no small part to an expensive national advertising campaign. While regular customers noticed and were not fond of the hike, one was quoted as saying, "I doubt it will make an impact [on consumers]. It won't change my habit." Indeed, it did not, the company experienced record sales in spite of the fact its prices were higher than its competitors'.
Another way advertising tends to affect product pricing is seen in the arena of perceived value to the consumers. The perceived value is the worth that consumers assign to a product. Studies show that often the advertising for a product determines its value more than the quality or necessity of the product itself. One way a company may take advantage of this perceived value is by running commercials during prime time. These ads are usually much more expensive than others. For example, a national commercial that ran during a popular American show cost close to $745,000 to run for thirty seconds. If people watching the show perceive that the product is more valuable simply because it was advertised during prime time, they are often willing to pay higher prices. So, whether it is seen in the cost of the commercials or the advertiser-assigned value, it is obvious that advertising drives product pricing and directly affects consumers.
The author uses the chain of coffee shops as an example of _____.
A. a costly advertising campaign that failed
B. the competitive nature of the advertising industry
C. a means by which large businesses deceive consumers.
D. the acceptance of higher costs by consumers
THE INFLUENCE OF ADVERTISING ON PRICING
Advertising makes an immense difference in the popularity of a product. Studies have shown that consumers usually pay more for advertised products than non-advertised products. As a result, the marketing and advertising industry is a multibillion-dollar-a-year business. Local commercials can cost as little as several hundred dollars to products, while national companies have been known to spend hundreds of thousands of dollars on a single commercial. Interestingly, the source of these expensive commercials is the consumers who view the advertisements from the comfort of their living room. Companies influence the prices that consumers pay in two ways. When consumers purchase any products, they are obviously paying for the cost of manufacturing the product. However, they are also paying for the advertising campaign devised to convince consumers to buy the product. The more costly the advertising campaign, the higher the price paid by consumers. Companies are allowed to set these high prices because consumers have shown that they will continue to pay them. For instance, a multinational chain of coffee shops significantly raised its prices a few years ago, due in no small part to an expensive national advertising campaign. While regular customers noticed and were not fond of the hike, one was quoted as saying, "I doubt it will make an impact [on consumers]. It won't change my habit." Indeed, it did not, the company experienced record sales in spite of the fact its prices were higher than its competitors'.
Another way advertising tends to affect product pricing is seen in the arena of perceived value to the consumers. The perceived value is the worth that consumers assign to a product. Studies show that often the advertising for a product determines its value more than the quality or necessity of the product itself. One way a company may take advantage of this perceived value is by running commercials during prime time. These ads are usually much more expensive than others. For example, a national commercial that ran during a popular American show cost close to $745,000 to run for thirty seconds. If people watching the show perceive that the product is more valuable simply because it was advertised during prime time, they are often willing to pay higher prices. So, whether it is seen in the cost of the commercials or the advertiser-assigned value, it is obvious that advertising drives product pricing and directly affects consumers.
The author uses the chain of coffee shops as an example of _____.
A. a costly advertising campaign that failed
B. the competitive nature of the advertising industry
C. a means by which large businesses deceive consumers.
D. the acceptance of higher costs by consumers
Kỹ năng: Đọc
Giải thích: Tác giả sử dụng chuỗi cửa hàng cà phê như một ví dụ của _______.
A. một chiến dịch quảng cáo đắt đỏ nhưng thất bại
B. tự do cạnh tranh trong ngành công nghiệp quảng cáo
C. một cách mà những doanh nghiệp lớn đánh lừa người tiêu dùng
D. sự chấp nhận giá cả cao hơn bởi người tiêu dùng
Đáp án: D. Giải thích:
Thông tin nằm ở: "For instance, a multinational chain of coffee shops significantly raised its prices a few years ago, due in no small part to an expensive national advertising campaign."( Ví dụ, một chuỗi các cửa hàng cà phê đa quốc gia đã tăng giá một cách đáng kể vài năm trước đây, không chỉ vì một chiến dịch quảng cáo quốc gia tốn kém.)
Giải thích: Tác giả sử dụng chuỗi cửa hàng cà phê như một ví dụ của _______.
A. một chiến dịch quảng cáo đắt đỏ nhưng thất bại
B. tự do cạnh tranh trong ngành công nghiệp quảng cáo
C. một cách mà những doanh nghiệp lớn đánh lừa người tiêu dùng
D. sự chấp nhận giá cả cao hơn bởi người tiêu dùng
Đáp án: D. Giải thích:
Thông tin nằm ở: "For instance, a multinational chain of coffee shops significantly raised its prices a few years ago, due in no small part to an expensive national advertising campaign."( Ví dụ, một chuỗi các cửa hàng cà phê đa quốc gia đã tăng giá một cách đáng kể vài năm trước đây, không chỉ vì một chiến dịch quảng cáo quốc gia tốn kém.)
Đáp án D.