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.
According to paragraph 2, market research inclues _______.
A. studying television ratings
B. hiring researchers with backgrounds in many fields
C. searcihng for talented workers
D. determining the price of a product
Đáp án A.
Key words: paragraph 2, market research includes
Clue: 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: Bằng cách nghiên cuus phí tổn của độc giả đối với báo và tạp chí cũng như xếp hạng truyền hình và thống kê khác, một cơ quan quảng cáo có thể quyết định cách tốt nhất để tiếp cận khách hàng tiềm năng.
Chọn đáp án A. studying television ratings: nghiên cứu xếp hạng truyền hình.
Các đáp án còn lại không đúng:
A. hiring researchers with backgrounds in many fields: thuê các nhà nghiên cứu có kiến thức về nhiều lĩnh vực.
C. searching for talented workers: tìm kiếm các nhân viên tài năng.
D. determining the price of a product: xác định giá của một sản phẩm.