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  3. Advertising The primary function of advertising is to comm

Advertising The primary function of advertising is to comm

游客2025-05-29  1
问题                   Advertising
    The primary function of advertising is to communicate marketing objectives to selected target audience. It is used to accomplish a number of tasks, using different media vehicles,  reaching diverse audience, and gaining interest with a number of creative approaches. However, despite the seemingly endless channels for utilizing advertising, it is basically a marketing communication tool. When we examine unsuccessful advertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successful advertising must be oriented to specific objective.
    Effective advertising is an extension of basic marketing plans and is derived from it. However, advertising goals are not the same as marketing goals. The marketing staff sets the marketing goals or objectives.  (9)   It also determines how these resources will be distributed to specific target markets and what sales objective can be expected over time and geography.
    Advertising goals are communication objectives designed to reach the target audience with the appropriate message. Ad. goals are based on marketing objectives, but they are not the same as marketing goals.
    Note that advertising goals are based on improving communication and consumer attitudes toward a product.  (10)   Obviously, even sophisticated corporations often confuse marketing and advertising goals.
    Advertising is the communication arm of the marketing process.  (11)   Advertising has many roles. It is designed to dispose a person to buy a product, to change minds, or even to advocate less consuming ("demarketing").  (12)   Most advertising, however, is for the marketing of goods and services.
    Advertising is also the everyday culture of virtually every American.  It is estimated that the average person sees or hears as many as 1,200 ads and commercials each day.  (13)   It mirrors this environment and also brings about subtle changes in the behaviour of the publics that uses it. It is no wonder that advertising is one of the most scrutinized of all business enterprises.
      (14)   Advertisers are viewed in many ways by the public they serve. Manufacturers are asking for more tangible evidence of advertising’s role in the selling process, and the media are constantly seeking higher advertising rates to cover spiritual expenses. At the same time, the audiences that advertisers seek are becoming even more fragmented. Consumers, despite seemingly fascinated with advertising’s creative process, tend to become more cynical and disbelieving about its claims.
    A. It is a method of delivering a message from a sponsor, through a formal communication channel, to a desired audience.
    B. It may be used to help elect a candidate, raise money for charity, or support a cause.
    C. The marketing department decides how to allocate resources to various tasks, including advertising.
    D. Advertising is part of the social, cultural, and business environment.
    E. Today, advertising is functioning in a changing economic and social climate.
    F. It is interesting to note that a survey indicated that a majority of companies wanted to measure advertising success based on sales.
    G. Before we can determine advertising objectives, it is advisable to distinguish between marketing and advertising goals.
    H. We’re now living in an advertising age. [br]
选项
答案 E
解析 首先，本句缺失句位于该篇文章的最后一段的段首，其作用可以假设为作为总结段的总结句，起总结全文的作用，也可以假设为概括总结段的内容，起统领总结段的作用。纵观本段其他句子的含义，可以得出，除第二句也为总结性的句子(其意为“广告商们……”)以外，其后面的句子，无论是有关“制造商(manufacturers)”、“媒体(the media)”的论述，还是有关“听众(audiences)”或“消费者(consumers)”的论述，都是在用不同的公众群体作为例证来支持这一个句子，而从时态上也一改本文一直使用的一般现在时，而全部采取了现在进行式。而E项则不仅实现了在时态上的呼应，而且在意义上实现更加强调这么一个“日益变化的(changing)”状态。故E项为正确选项。
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