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  3. Advertising The primary function of advertising is to communicate marketing objectives to selected target audience. It is us

Advertising The primary function of advertising is to communicate marketing objectives to selected target audience. It is us

admin2012-01-23  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.
选项
答案G
解析 该段第二句说明，“然而，广告目的不同于营销目的。”而从接下来本段的第三句表达的意思，则可判断本段接下来要开始讲“营销目的”。由于缺失句的前一句为：营销人员制定营销目标，而C句讲的意思是“营销部门决定如何给不同的(营销)任务(包括广告)分配资源”。这正是“营销”目标的细说。故C项为正确选项。
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