問題詳情

III. Reading Comprehension (30%)The two most important facts about an advertising campaign are the brand itself –that is, the product or service being advertised – and its potential purchasers, its targetmarket. You might think the former to be far more important than the latter, and thiswould undoubtedly have been the view in years gone by. But today the two are seen tobe symbiotic: the brand and its target market are inevitably entwined.How come? There are three factors involved. First, the everburgeoning diversityof products and services in every field means that even the largest, most popularbrands are used only by minority segments of the population. Even a massivesupermarket chain like Tesco is used regularly by only about one-third of the Britishpopulation. So advertisers need to find out everything they possibly can about theexact segment of the population they are targeting. Second, the growth of marketresearch allows advertisers to know who their potential customers are with muchgreater precision than used to be the case. And third, media audiences are themselves第 6 頁，共 8 頁now so segmented it is essential to specify the target market in order to advertise in themedia which will reach them most cost-effectively. The days when one advertisementin a single newspaper like the News of the World (in 1948, the News of the Worldreached a world-record sale of 8,000,000 copies weekly), or on a single channel likeITV, could reach more than 50% of the British population are long gone. Today, evenwith mass media like television, different types of people watch different channels,different programs, and at different times of day: there is no point in advertising tobusy business people, on a channel they do not watch, in the middle of the afternoon,for example.The outcome of these three factors has been that products and services are nolonger designed and formulated for 100% of the population. They are designed forspecific target markets: clearly defined population sectors, large and small. This is thebasis of the symbiosis between the brand and its target market.
What is this article mainly about?
(A) To discuss the contributing factors to the success of a brand.
(B) To emphasize the important role of advertisements in marketing.
(C) To explain the reasons that the brand and its target market are closelyrelated.
(D) To introduce the rules of designing different advertisements for differentbrands.

參考答案

答案：C
難度：適中0.428571
統計：A(0),B(4),C(3),D(0),E(0)

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