Question

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.

The word “this” in bold type in paragraph 1 refers to _______ .

A. the quality of the product

B. effective advertising

C. repeatedly buying the same brand

D. the most important goal

Answer 1

Đáp án C.

Key words: this, paragraph 1.

Clue: 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: Cho dù họ sản xuất ô tô, thực phẩm đóng hộp hoặc mỹ phẩm, nhà sản xuất muốn khách hàng mua đi mua lại mặt hàng này. Chất lượng của sản phẩm sẽ khuyến khích điều này, tất nhiên, nó cũng sẽ ảnh hưởng đến quảng cáo.

Vậy this ở đây là chỉ “repeatedly buying the samebrand” (liên tục mua cùng một nhãn hiệu) → đáp án đúng là C.

Các đáp án còn lại không hợp lí:

A. the quality of the product: chất lượng của sản phẩm.

B. effective advertising: quảng cáo hiệu quả.

D. the most important goal: mục tiêu quan trọng nhất.