2020商务英语中级口试练习题：广告

　　Advertising 广告

　　Media Selection

　　媒体选择

　　One of the most important decisions in developing an advertising strategy is the media through which the ad transits the firm’s message.

　　在制定广告策略时，一个很重要的决策是选择合适的媒体，使之能够在广告中传递公司所要传达的信息。

　　The media the marketer selects must be capable of accomplishing the communications objectives of informing, persuading, and reminding potential customers of the products.

　　营销人员所选择的媒体必须能够完成这样的传播目的----告知或提醒潜在的顾客，让他们了解产品的存在并说服他们购买。

　　Market research should identify the target market and determine its size, geographic distribution, and demographic characteristics and then match the advertisement and the available media with the target audience.

　　通过市场调查可以确定目标市场及其大小、地理分布状况和人口特征，然后再采用与目标受众相匹配的广告和媒体。

　　Finally, alternative costs should be compared to determine the best possible media purchase.

　　最后，应对各媒体的成本费用进行比较从而决定采用哪种最佳媒体。

　　Broadcast media include television and radio.

　　广播媒体包括电视和收音机。

　　Newspapers, magazines, outdoor advertising(such as posters and bulletins etc.) represent the major types of print media.

　　报纸、杂志和户外广告(如海报和广告牌等)为印刷媒体的几个主要类型。

　　The internet is a new medium.

　　网络是一种新的媒体。

　　Nowadays, many companies jump to advertise on the Internet.

　　现今，许多公司迫不及待地利用网络进行产品广告。

　　Internet advertising can assist in raising awareness of brands, it is most successful when combined with traditional advertising such as TV or print.

　　网络广告有利于增强品牌意识，当网络广告与传统媒体如电视或印刷媒体相结合时，能产生最大的效益。

　　PART ONE: INTERVIEW

　　(1) Do you think television advertising is the most effective form of advertising?(Why?/Why not?)

　　你认为电视广告是最有效的广告形式吗?(为什么?)

　　Yes, I think so, because television is widely-used as a means for entertainment, therefore television advertising can reach vast audiences, what’s more, television allows creative use of action, color, and sound not possible in any other medium.

　　(2) Do you think the Internet is a good place for marketing a company’s products?(Why?/Why not?)

　　你认为互联网是一个销售产品的好地方吗?(为什么?)

　　Yes, it is. With more and more people using the internet, advertisements on the internet can reach large audiences. And there is no time limit as how long an ad can stay on the computer screen.

　　(3) Do you think the Internet advertising will be more important than other forms of advertising in the future?(Why?/Why not?)

　　你认为网络广告在将来会比其他的广告形式更重要吗?(为什么?)

　　Yes, it is. Internet advertising has a lack of regulation. It’s the only place where tobacco and alcohol can be advertised. And advertisers are not bound to fit into 30 or 60 second time slot as they are for TV commercials.

　　(4) Will you choose a newspaper to advertise a product?(Why?/Why not?)

　　你会选择报纸登产品的广告吗?(为什么?)

　　Yes, newspapers are well suited for immediate needs since they can run ads with little lead time, and I can choose ads of any size, from a few lines in the classified section to full pages.

　　What is important when…?

　　Aiming to increase sales of a product 要提高产品的销售量应注意哪些要点?

　　l Advertising 广告

　　l Bonus for sales staff 销售人员的奖金

　　l

　　When aiming to increase sales of a product, it’s important to advertise the product because advertising can inform, persuade and remind potential customers of the product. Marketers can launch an advertising campaign to attract a large number of consumers. And effective advertising can enhance consumer perceptions of quality in the product, thus encouraging customers to buy this product repeatedly.

　　In addition, it is also important to offer bonus for sales staff. For many companies, sales staff play an important role in selling goods or services. They help buyers satisfy their wants and needs, they know the product and can effectively communicate their knowledge to buyers face to face. So, if a company wants to increase sales, it should offer bonus for sales staff to reward their work and encourage them to make greater efforts.

　　Apart from these two points, I think cutting prices is also important. Cutting prices is very effective, especially when demand is low. Customers are stimulated by lower prices, and products that they previously couldn’t afford now become affordable to them.

　　提高产品的销售量时，做广告是很重要的，因为广告可以告知潜在客户并且劝说或提醒他们购买产品。销售人员可以发起广告运作来吸引大量消费者。有效的广告可以增强消费者对产品的质量意识，以此来鼓励消费者多次购买此产品。

　　此外，为销售员提供奖励也很重要。对大多数公司来说，销售员对于销售产品和服务起着很重要的作用。他们有助于满足消费者的需求，他们了解产品也可以运用他们的知识与消费者有效的面对面沟通。因此，如果一个公司希望增加销售额，就应该为销售员提供奖金来回报他们的工作并鼓励他们做出更大的努力。

　　除了以上两点，我认为降价也很重要。降价是非常有效的手段，特别是当需求低的时候，低价格会刺激消费者，之前买不起的产品现在可以负担的起了。

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