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单选题

A．Prestige advertising．
B．Institutional advertising．
C．Word of mouth advertising．
D．Distributing free trial products．

参考答案C

解析:
Advertising informs consumers about the existence and benefits of products and sewices and attempts to persuade them to buy them. (22) The best form of advertising is probably word-of-mouth advertising which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. ( 23 ) Indeed Many rganizations also use institutional or prestige advertising which is designed to build up their reputation rather than to sell particular products. (24) Althou anies could easily set up their own advertisingdepartments, write their own advertisements and buy media space themselves, they tend to use the services of advertising_agencies. These are likely to have more resources and more knowledge about all aspects of advertising and advertising media than single company. It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising staff. The client company generally gives the advertising agency an agreed budget, a statement of the objectives of the advertising campaign known as a brief and an overall advertising strategy concerning the message to be communicated to the target customers.
The agency creates advertisements and develops a media plan, specifying which media will be used and in which proportions.(25) Agencies often produce alternative ads or commercials that are pretested in newspapers, television stations, etc., in different parts of the country before a final choice is made prior to a national camoalgn.
未听先知：预览四道题各选项，第22题中反复出现了advertising一词，第24题选项中也出现了advertising，ads，commercials等词，可以猜测文章内容与广告行业有关。
What is probably the best form of advertising according to the speaker?
C.。详解：选项均为名词短语，A.、B.、C.三个选项描述的都是广告类型，D.虽然没有出现advertising一词，但“分发免费试用品”也是广告推销的一种形式，可以判定本题考查内容与广告形式有关。短文开头处提到，最好的广告形式就是臼口相传，也就是人们会把自己认为不错的产品或服务推荐给朋友。

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单选题

A．To sell a particular product．
B．To build up their reputation．
C．To promote a specific service．
D．To attract high-end consumers．

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单选题

A．By using the services of large advertising agencies．
B．By hiring their own professional advertising staff．
C．By buying media space in leading newspapers．
D．By creating their own ads and commericais．

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单选题

A．Decide on what specific means of communication to employ．
B．Conduct a large-scale survey on customer needs．
C．Specify the objectives of the campaign in detail．
D．Pre-test alternative ads or commercials in certain regions．

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