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.
Advertising helps people recognize a particular brand, persuades them tro 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.
What does the passage mainly discuss?
A. How to develop a successful advertising plan
B. New techniques and technologies of market research
C. The central role of advertising in selling products
D. The history of advertising in the United States
Đáp án B.
Key words: mainly discuss.
Clue: Advertising relies on the techniques of market research to identify potential users of a product; Advertising is also making use of new technologies: Quảng cáo dựa vào các kỹ thuật nghiên cứu thị trường để xác định những người sử dụng tiềm năng của một sản phẩm; Quảng cáo cũng đang sử dụng các công nghệ mới.
Phân tích đáp án:
A. How to develop a successful advertising plan: Làm thế nào để phát triển một kế hoạch quảng cáo thành công
B. New techniques and technologies of market research: Các kỹ thuật và công nghệ mới của nghiên cứu thị trường
C. The central role of advertising in selling products: Vai trò trung tâm của quảng cáo trong việc bán sản phẩm.
D. The history of advertising in the United States: Lịch sử quảng cáo ở Hòa Kỳ.
Dựa vào clue ở trên → đáp án chính xác là B.