Advertisement can be thought of "as the means of making known in order to buy or sell good

第1题

Advertisement can increase demand ______.A．all the timeB．in any circumstancesC．in a growin

Advertisement can increase demand ______.

A．all the time

B．in any circumstances

C．in a growing market

D．in a shrinking market

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第2题

It can learned from the text that ______.A．excessive advertisement resulted in the failure

It can learned from the text that ______.

A．excessive advertisement resulted in the failure of Prada's investment.

B．luxury-goods companies must give thought to the impact of terrorist attacks.

C．execution is nothing but an auxiliary part of business management.

D．outsiders always hold some misconceptions of luxury-goods business.

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第3题

Advertisement can be thought of as "the means of making known in order to buy or sell good

s or services". Advertisement aims to increase people's awareness and arouse interest. It tries to inform. and to persuade. The media are all used to spread the message. The press offers a fairly cheap method and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for lo cal market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction. Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertisement.

There can be no doubt that the growth in advertisement is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and medicines have been built up largely by advertisement.

We might ask whether the cost of advertisement is paid for by the producer or by the customer. Since advertisement forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertisement. However, if large scale advertisement leads to in creased demand, production costs are reduced, and the customer pays less.

It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand. When the market is shrinking, advertisement may prevent a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them.

Advertisement is often used to ______ .

A．deceive customers

B．increase production

C．arouse suspicion

D．push the sale

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第4题

In the author’s opinion, ________. [A] advertising can seldom bring material benefit t

In the author’s opinion, ________.

[A] advertising can seldom bring material benefit to man by providing information

[B] advertising informs people of new ideas rather than wins them over

[C] there is nothing wrong with advertising in persuading the buyer

[D] the buyer is not interested in getting information from an advertisement

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第5题

By saying that "the decision is the prospect' s",the author means ______.A．advertisement o

By saying that "the decision is the prospect' s",the author means ______.

A．advertisement often persuades people to buy what they don't really want

B．advertisement can never really influence people's ability to decide

C．whether to buy an advertised product is up to the would-be customer

D．the effect of an advertisement on the public is difficult to determine

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第6题

Are you a good reader？ Good readers know that reading isn't just about knowing words— it's

a way of thinking. Here are some tips that may be of some help.

Think before you read. Before you read the text, ask yourself the questions that why you are reading it and what you want to get from it. These will help you choose what words you need to know and what words you can skip or scan.

Think while you are reading. Can you get the meaning of the text without looking up new words in a dictionary？ A text will often give examples that may help you understand some words. For example: Many large Russian cities, such as Chelyabinsk and Irkutsk, have taken steps to protect their culture. The words "Chelyabinsk' and "Irkutsk' may be new to us, but the sentences before and after it tell us what they are.

Think after you read. What is the main idea of the text？ Is the text too easy or too hard for you？

If you practice reading and thinking in this way, you will become a better reader and you will learn better and faster.

This passage is probably taken from______.

A．a newspaper for general readers

B．a magazine for language teachers

C．a book for language learners

D．an advertisement for a new book

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第7题

Advertising is a form. of selling. For thousands of years there have been individuals who

have tried to persuade others to buy the food they have produced or the goods they have made or the services they can perform.

But the mass production of goods resulting from the Industrial Revolution in the 19th century made person-to-person selling less efficient than it previously was for most products. The mass distribution of goods that followed the development of rail and highway systems made person-to-person selling too slow and expensive for almost all companies. At the same time, however, a growth in mass communication occurred first in newspapers and magazines, then radio and television that made mass selling possible. Advertising, then, is merely selling or salesmanship functioning in the paid space or time of various mass communication media.

The objective of any advertisement is to convince people that it is in their best interests to take an action the advertiser is recommending. The action may be to purchase a product, go to a showroom to try the product, use a service, vote for a political candidate, make a contribution, or even to join the army. Like any personal salesperson, the advertisement tries to persuade. The decision is the prospects.

While advertising brings the economies of mass selling to the manufacturer, it produces benefits for the consumer as well. Some of those economies are passed along to the purchaser so that the cost 5f a product sold primarily through advertising is usually far less than one sold through personal salespeople. Advertising also brings people immediate news about products that have just come on the market. Finally, advertising pays for the programs on commercial television and radio and for about two thirds of the cost publishing magazines and newspapers.

Person to person sale failed to meet the need ______.

A．when the Industrial Revolution started

B．when goods began to be produced in great quantities

C．because trains replaced men in carrying goods around

D．as attention was shifted from distribution to production

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第8题

Ⅳ. Reading Comprehension （75 points) Directions: There are five reading passages in th

Ⅳ. Reading Comprehension (75 points)

Directions: There are five reading passages in this part. Each passage is followed by five questions. For each question there are four suggested answers marked A, B, C and D. Choose the best answer and blacken the corresponding letter on the answer sheet.

Passage One

Are you a good reader？ Good readers know that reading isn't just about knowing words— it's a way of thinking. Here are some tips that may be of some help.

Think before you read. Before you read the text, ask yourself the questions that why you are reading it and what you want to get from it. These will help you choose what words you need to know and what words you can skip or scan.

Think while you are reading. Can you get the meaning of the text without looking up new words in a dictionary？ A text will often give examples that may help you understand some words. For example: Many large Russian cities, such as Chelyabinsk and Irkutsk, have taken steps to protect their culture. The words "Chelyabinsk' and "Irkutsk' may be new to us, but the sentences before and after it tell us what they are.

Think after you read. What is the main idea of the text？ Is the text too easy or too hard for you？

If you practice reading and thinking in this way, you will become a better reader and you will learn better and faster.

31. This passage is probably taken from______.

A. a newspaper for general readers

B. a magazine for language teachers

C. a book for language learners

D. an advertisement for a new book

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第9题

A: Good morning．I am Peter from ABC Building company．We noted your tender advertisement and I am her

e to inquire about the tender．Would you like to tell me something about it in detail？

B: Sure．We are inviting tender for the construction of a thermal power plant．We already got more than ten tenders from various countries.

A: We learnt that this project is very competitive．When do you start to the bid？

B: The end before this month．Tenders received after the deadline will not be considered．If you are interested in this tender, you can have a set of tender documents and get the details of the requirements.

A: What should we prepare if we would like to take part in the bid？

B: First, you're required to get the bid documents against payment RMB 500 yuan．The document should be designated department with in designated time.

A: Shall we pay tender bond？

B: Yes．If you fail to furnish a tender bond before the opening of the tender, your tender will not be considered．And detailed engineering of the works, technical specifications and other tender documents should precede the invitation to tender for the contract.

A: I see.

B: It's well known that your company has great experience in this field．We hope you will consider this tender invitation carefully.

A: I think we will.

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第10题

Auctions（拍卖)are public sales of goods, conducted by an officially approved auctioneer （

Auctions(拍卖)are public sales of goods, conducted by an officially approved auctioneer (拍卖人).He asked the crowd to gather in the auction room to bid (出价)for various items on sale. He encourages buyers to bid higher figures, and finally names the highest bidder as the buyer of the goods. This is called"knocking down" the goods, for the bidding ends when the auctioneer bangs a small hammer on a raised platform.

The ancient Romans probably invented sales by auction, and the English word comes from the Latin" anctic" meaning"increase". The Romans usually sold in this way the spoils taken in war, these sales were called" sub hasta" , meaning" under the spear" , a spear being stuck in the ground as a signal for a crowd to gather.

In England in the eighteenth and nineteenth centuries goods were often sold" by the candle" ; a short candle was lit by the auctioneer, and bids could be made while it , was burning.

Practically all goods can be sold by auction. Among these are coffee, skins, wool, tea, cocoa, furs, fruit, vegetables and wines. Action sales are also usual for land and property, antique furniture, pictures, rare books, old china, and works of art.

An auction is usually advertised before hand with full particulars of the articles to be sold and where and when they can be viewed by the buyers. If the advertisement cannot give full details, catalogues are printed, and each group of goods to be sold together, called a"lot"(件，组) , is usually given a number. The auctioneer need, not begin with Lot One and continue the numerical order; he may wait until he notices the fact that certain buyers are in the room and then produce the lots they are likely to be interested in.

Auctioned goods are sold______.

A．for the highest price offered

B．at fixed prices

C．at prices lower than their true value

D．at prices offered by the auctioneer

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第11题

Advertising is a form. of selling. For thousands of years there have been individuals who

have tried to (1)_____ others to buy the food they have produced or the goods they have made or the services they can (2)_____.

But in the 19th century the mass production of goods (3)_____ the Industrial Revolution made person-to-person selling inefficient. The mass distribution of goods that (4)_____ the development of the highway made person-to-person selling (5)_____ slow and expensive. At the same time, mass communication, first newspapers and magazines, (6)_____ radio and television, made mass selling through (7)_____ possible.

The objective of any advertisement is to convince people that it is in their best (8)_____ to take the action the advertiser is recommending. The action (9)_____ be to purchase a product, use a service, vote for a political candidate, or (10)_____ to join the Army.

Advertising as a (11)_____ developed first and most rapidly in the United States, the country that uses it to the greatest (12)_____. In 1980 advertising expenditure in the U.S. exceeded 55 billion dollars, or (13)_____ 2 percent of the gross national product. Canada spent about 1.@2 percent of its gross national product (14)_____ advertising.

(15)_____ advertising brings the economies of mass selling to the manufacturer, it (16)_____ benefits for the consumer (17)_____. Some of those economies are passed along to the purchaser so that the cost of a product sold primarily through advertising is usually far (18)_____ than one sold through personal salespeople. Advertising (19)_____ people immediate news about products that have just come on the market. Finally, advertising (20)_____ for the programs on commercial television and radio and for about two thirds of the cost of publishing magazines and newspapers.

A．request

B．oblige

C．affect

D．persuade

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