第单元广告和促销

第5单元　广告和促销
Unit 5 Advertising and Promotion

Text A

Ⅰ．课文导读

广告是针对大量潜在消费者的一种付费的非人员沟通行为。对于公司而言，在促销组合中，广告是一种最有效的非人员促销方式。广告主要可以分为产品广告和机构广告。对于市场营销人员而言，必须学会如何在众多广告媒介中做出选择，从而恰当地配置有限的广告预算，达到最佳的广告效果。广告成本是媒介选择中需要考虑的重要因素之一。广告可以选择的媒介包括:报纸杂志、电视电台、户外展板、网络等。

Ⅱ．Text

Of the elements of the promotionalmix，advertising is themost visible forMof nonpersonal promotion and themost effective formany firms．Advertising refers to paid nonpersonal communications usually targeted at large numbers of potential buyers．Although U．S．citizens often think of advertising as a typical American function，it is a global activity．One-third of the top 15 advertisers in the U．S．are headquartered in other countries．Each of these companies spends billions of dollars a year on advertising in an attempt to build brand awareness and inform，persuade，or reMind current and potential customers about its productofferings．Advertising expenditures can vary considerably froMindustry to industry，froMcompany to company，and froMone advertising mediuMto another．For television，the top advertising spenders aremanufacturers of cars and light trucks; automobile dealers spend the most on newspaper ads．On the radio，the leading industry is telecommunications，followed by advertising for broadcast and cable television．Among individual companies，giants like Ford and McDonald's have the financial resources needed to buy$ 2 million 30-second ads on the television broadcast of the annual Super Bowl^[1]．In contrast，small companiesmay be able to achieve their promotional objectives by spending a few thousand dollars on carefully targeted ads in local newspapers or coupon^[2]packages mailed to consumers．The two basic types of ads are product and institutional advertisements．Product advertising consists ofmessages designed to sell a particular good or service．Advertise-ments for Snapple^[3]drinks，T-Mobile^[4]wireless phones，and Capital One credit cards are examples of product advertising．Institutional advertising involvesmessages that promote concepts，ideas，philosophies，or goodwill for industries，companies，organizations，or government entities．The Michigan Economic Development Corporation created the ad in an effort to attractmore technologically based businesses to the state．

Marketersmust choose to allocate their advertising budgets among variousmedia．Allmedia offer advantages and disadvantages．Cost is an important consideration in media selection，but marketersmust also choose themedia best suited for communicating theirmessage．Advertising on television and in newspapers and in the forMof directmail represent the three leadingmedia outlets^[5]in large part because of their flexibility．Online(Internet) advertising receives only about 2 percentof total advertising spending．Still，interactive advertising on the Internet is expected to grow far faster than the othermedia over the next decade．Othermedia expected to enjoy strong grow th are cable television and out-door advertising．

Daily and weekly newspapers continue to dominate local advertising．Marketers can easily tailor^[6]newspaper advertising for local tastes and preferences．Advertisers can also coordinate their newspapermessageswith other promotional efforts．In fact，readers rank advertising as the third most useful feature in newspapers，after national and local news．A disadvantage comes froMthe relatively short life span;people usually discard their papers soon after reading．

Television is America's leading national advertising medium．Television advertising can be classified as network national，local，and cable ads．The four major national networks—ABC，CBS，NBC，and Fox and relative newcomersWarner Brothers(WB) and United Paramount Network(UPN) broadcast are about one fourth of all television ads．Despite a decline in audience share and growing competition froMcable，network television remains the easiestway for advertisers to reach large numbers of viewers—10 Million to 20 Million with a single commercial^[7]．Among the heavy users of network television advertisings are automanufacturers，financial services companies，and fast-food chains．

The average U．S．household owns five radios including those in cars—amarket penetration thatmakes radios an important advertising medium．Advertisers like the captive audience of listeners as they commute to and froMwork．As a result，morning and evening drive time shows command top ad rates．Inmajormarkets，many stations serve different demographic groupswith targeted programMing．The potential of the Internet to deliver radio programMing also offers opportunities for yetmore focused targeting．Satellite transmission technology will also offer neWopportunities for radio advertisers．

Magazines are a natural choice for targeted advertising．Media buyers study demographics^[8]of subscribers and selectmagazines that attract the desired readers．A company with a product geared to young women would advertise in Glamour^[9]and Cosmopolitan^[10];one with a product that appeals to entrepreneursmight choose Entrepreneur^[11]．

The average American household receives about550 pieces of directmail each year，including 100 catalogs．The huge grow th in the variety of direct-mail offerings combined with the convenience they offer to today's busy，time-pressed shoppers hasmade direct-mail advertising a multibillion-dollar business．Today this mediuMis tied with news-paper advertising in second place，trailing only television advertising，among the leading media alternatives．Although the cost per person reached via directmail is high，a small businessmay be able to spend less on a limited direct-mail campaign than on a television or radio ad．For businesseswith a small advertising budget，a carefully targeted direct-mail effort with a message that interests recipients can be highly effective．

Outdoor advertising，such as billboards and illuminated or animated designs or displays accounts for about2 percentof total advertising expenditures．Themajority of spending on outdoor advertising is for billboards^[12]，but spending for other types of outdoor advertising，such as signs in transit stations，stores，airports，and sports stadiums，is growing faster．Advertisers are exploring new forms of outdoormedia，many of which involve technology:computerized paintings，video billboards，trivision^[13]that displays three revolving images on a single billboard，and moving billboards mounted on trucks．Other innovations include displaying ads on the Goodyear blimp^[14]，using an electronic systeMthat offers animation and video．

Outdoor advertising suffers froMseveral disadvantages，however．ThemediuMrequires brief messages，and mounting concern for aesthetic and environmental issues is raising opposition．The High-way Beautification Act regulates placement of outdoor advertising near interstate highways．And debates still rage aboutwhether billboards should be allowed at all．But they can be an effective way to reach a large number of people in one geographical location and can even promote important causes，such as providing information aboutmissing children

Ranging froMWeb sites and compact discs(CDs) to information kiosks^[15]in malls and financial institutions，interactivemedia are changing the nature of advertising．Although it currently commands only 2 percent of media spending，interactive advertising is the fastest-growing media segment．

Online advertising has changed dramatically in recent years．Companies first began experimenting with advertising on thismediuMin theMid-1990s．At that time，the Web was a novelty formost users．Today，successful interactive advertising adds value by offering the audience more than the product-related information contained in the early banner ads．Nike has embraced this type of advertising as one of its premier strategies．within itsWeb site，consumers can visit dedicated sites tailored to each sport forwhich Nike has products．They can go to Nike Lab．coMfor the company's most cutting-edge^[16]products—like its newrunning jacket that contains a built-in light，compasswatch，and MP3 player．

Just like spam^[17]，many consumers resent the intrusion of pop-up^[18]ads that suddenly appear on their computer screen．These ads can be difficult to ignore，remove，or pass by．Some Internet service providers，like EarthLink^[19]，have actually turned this probleMinto amarketing advantage by offering service that comes without pop-ups．“You'll never log-on and be greeted by an EarthLink pop-up ad．Your address comes with spam-reducing tools and eightmailboxes，”its ads promise．

Ⅲ．Notes

1．The Super Bow l(美式橄榄球冠军赛)．It is the championship game of the National Football League(NFL)，the highest level of professional American football in the United States，culMinating a season that begins in the late summer of the previous calendar year．The Super Bow l uses Roman numerals to identify each game，rather than the year in which it is held．For example，Super Bow l Iwas played on January 15，1967，following the regular season played in 1966，while Super Bow l XLV was played on February 6，2011，to determine the champion of the 2010 regular season．

2．Snapple(斯纳普，美国饮料品牌)．　It is a brand of tea and juice drinks which is owned by Dr Pepper Snapple Group and based in Plano，Texas．The brand was founded in 1972．The brand achieved some notoriety due to various pop-culture references including television shows．

3．Capital One Financial Corp．(第一资本金融公司)．It is a U．S．—based bank holding company specializing in credit cards，home loans，auto loans，banking and saving products．A member of the Fortune 500，the company helped pioneer themassmarketing of credit cards in the early 1990s，and it is now the fourth-largest customer of the United States Postal Service and has the fifth-largest deposit portfolio in the United States．

4．T-Mobile International AG(移动电话运营商)．It is a German-based holding company for Deutsche TelekoMaG's variousmobile communications subsidiaries outside Germany． Based in Bonn，Germany，its subsidiaries operate GSMand UMTS-based cellular networks in Europe，the United States，Puerto Rico and the US Virgin Islands．The company has financial stakes in mobile operators in both Central and Eastern Europe．Globally，T-Mobile International subsidiaries have a combined total of approximately 150 Million subscribers，making the company the world's 12th-largestmobile-phone service provider by subscribers and the third-largest multinational after the UK's Vodafone and Spain's Telefónica．

5．ABC，CBS，NBC，Fox and WB(美国的五家广播公司)．The American Broadcasting Company(ABC) is an American commercial broadcasting television network．Created in 1943 froMthe former NBC Blue radio network，ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group．CBS is amajor US commercial broadcasting television network，which started as a radio network．The name is derived froMthe initials of the network's former name，Columbia Broadcasting System．The National Broadcasting Company (NBC) is an American commercial broadcasting television network．Fox Broadcasting Company，commonly referred to as Fox Network or simply Fox(and stylized as FOX)，is an American commercial broadcasting television network owned by Fox Entertainment Group，part of Rupert Murdoch's News Corporation．TheWB Television Network(commonly shortened to simply The WB) is a former television network in the United States thatwas launched on January 11，1995 as a joint venture between Warner Bros．and Tribune Broadcasting．

6．United Paramount Network(UPN)(联合派拉蒙电视网)．United Paramount Network(UPN) was a television network that was broadcast in over 200 markets in the United States froM1995 to 2006．UPN was originally owned by Viacom/Paramount and Chris-Craft Industries，the former of which through the Paramount Television Group produced most of the network's series．Itwas later owned by CBS Corporation．Its first night of broadcasting was on January 16，1995．UPN shut down on September15，2006，andmerged with TheWB，which was shut down two days later，to forMThe CW Television Network．

7．The Goodyear BliMp(固特异飞艇)．It is the collective name for a fleet of blimps operated by Goodyear Tire and Rubber Company for advertising purposes and for use as a television camera platforMfor aerial views of sporting events．The Goodyear Tire＆Rubber Company was founded in 1898 by Frank Seibeiling．Goodyearmanufactures tires for automobiles，commercial trucks，light trucks，SUVs，race cars，airplanes，farMequipment and heavy earth-mover machinery．Goodyear is very famous throughout the world because of the Goodyear Blimp．The first Goodyear blimp flewin 1925．Today it is one of themost recognizable advertising icons in America．

8．Highway Beautification Act(公路美化法)．In the United State，this Act is passed in the Senate on September 16，1965 and in the U．S．House of Representatives on October 8，1965，and signed by the President on October 22，1965．This created“23 USC 131”or Section 131 of Title 23，Unites States Code(1965)，commonly referred to as“Title I of the Highway Beautification Act of 1965，as Amended”．The act called for control of outdoor advertising，including removal of certain types of signs，along the nation's growing Interstate Highway System and the existing federal-aid primary highway system．It also required certain junkyard along Interstate or primary highways to be removed or screened and encouraged scenic enhancement and roadside development．

9．EarthLink，Inc．(世联科技，互联网服务提供商)．It is a leading IT services，network and communications provider to more than 100，000 businesses and over onemillion consumers nationwide．EarthLink empowers customers with managed IT services including cloud computing，data centers，virtualization，security，applications and support services，in addition to nationwide data and voice IP services．The company operates an extensive network including 28，000 route fibermiles，90metro fiber rings and 4 secure data centers providing ubiquitous IP coverage acrossmore than 90 percent of the country．Founded in 1994，the company's award-winning reputation for both outstanding service and product innovation is supported by an experienced teaMof professionals focused on best-in-class customer care．

Ⅳ．Useful Expressions

1．in an attempt to:试图，力图

2．brand awareness:品牌意识

3．in an effort to:努力

4．rank as:(在序列中)占据

5．life span:寿命

6．time-pressed shoppers:时间很紧的顾客

7．transit stations:中转车站

8．be geared to:使适应

9．account for:(在数量上)占

10．built-in light:内置灯

Ⅴ．Reading Comprehension

Questions

1．How many ways of advertising arementioned in the text？Make a list．

2．What is institutional advertisement？Give two examples．

3．What are the advantages and disadvantages of outdoor advertising？

4．What changes have taken place in online advertising？

5．Apart froMthe above advertising，could you list other kinds of promotional tools？

Decide whether each of the following statements is true or false．

1．Advertising is a kind of nonpersonal communication targeted at potential buyers．(　)

2．The two basic types of ads are product and institutional advertisements．　(　)

3．Cost is the only important consideration in media selection．　(　)

4．Advertising on television and in newspapers and in the forMof directmail represent the three leading media outlets．

(　)

5．Interactive advertising on the Internet is expected to grow faster than cable television and out-door advertising．　(　)

6．Most useful features in newspapers are ranked as advertising，national news and local news．　(　)

7．Network television remains the easiest way for advertisers to reach large numbers of viewers．　(　)

8．Morning and evening drive time is essential for advertising products in the United States．(　)

9．Themajority of spending on outdoor advertising is for signs in transit stations，stores，airports，and sports stadiums．　(　)

10．Nike always promotes its products through online advertising．　(　)

Ⅵ．Discussion

What do you think is a successful advertising in terMof budget，choice ofmediuMand the actual design of an advertisement？

Text B

BEC Reading Texts

PART ONE

Questions 1—8

·Look at the statements below and the five extracts about advertising and promotion froMan article．

·Which extract(A，B，C，D or E) does each statement(1—8) refer to？

·For each statement(1—8)，make one letter(A，B，C，D or E) on your Answer Sheet．·You will need to use some of these lettersmore than once．

1. We should learn the concept of a promotionalmix first．

2. Offering information is one of fivemajor promotional objectives．

3. Summarizing the different types of advertising and advertising media．

4. By analyzing the targetmarket，marketers are likely to design their proper marketing mix．

5. The ethical issues involved in promotion may arouse public concerns．

6. Identifying the factors that influence the selection of a promotionalmix．

7. Directmail accounts for a considerable proportion in advertisements

8. Describing the role of sales promotion，personal selling，and public relations in promo-tional strategy．

A. Sales promotion accounts for greater expenditures than does advertising．Consumer-oriented sales promotions like coupons，games，rebates，samples，preMiums，contests，sweepstakes，and promotional products offer an extra incentive to buy a product．Point-of-purchase advertising displays and trade shows are sales promotions directed to the trademarkets，Personal selling involves face-to-face interactions between seller and buyer．

B. Advertising，themost visible forMof nonpersonal promotion，is designed to inform，persuade，or remind．Product advertising promotes a good or service，while institutional advertising promotes a concept，idea，organization，or philosophy．Television，newspapers，and directmail represent the largest advertising media categories．

C. Marketers begin by focusing on their company's target market，product value，time frame，and budget．By analyzing these factors，they develop a promotionalmix and allocate resources and expenditures among personal selling，advertising，sales promotion，and public relations．

D. A company's promotionalmix integrates two components:personal selling and nonpersonal selling，which includes advertising，sales promotion，and public relations，By selecting the appropriate combination of promotionalMix elements，marketers attempt to achieve the firm's fivemajor promotional objectives:provide information，differentiate a product，increase demand，stabilize sales，and accentuate the product's value．

E. Many consumers believe thatadvertising exerts toomuch influence on buyers and that it deceives customers by exaggerating product claims and consciously blurring the line between promotion and entertainment．Many consumers also question the appropriateness ofmarketing to children and through schools．

PART TWO

Questions 9—14

·Read the text about the Yao's career development in the U．S．

·Choose the best sentence to fill each of the gaps．

·For each gap(9—14)，mark one letter(A-H) on your Answer Sheet．

·Do not use any lettermore than once．

Yao's international appeal help groWour brand globally

(9)．．．That's saying a lot in a league where anyone under six feet five inches would be considered short．But Yao Ming(Yao is his surname) is seven feet five inches tall，a giant among giants．Just a couple of years ago，Yao left his home in China，where he played basketball for the Shanghai Sharks，to become the star center in his rookie year for the Houston Rockets．Just as quickly，(10)．．．Yao whose presence is hard to ignore，appeared in his first television commercial for Apple Computer，in which he promoted the firm's new PowerBook G4 comput-er．(His star in the advertisement was the diminutive Verne Troyer，the actor who played Mini Me in the Austin Powers films．)Viewers loved him．(11)．．．，which aired during a recent Super Bow l．In that ad，Yao sparred with a petite actress playing a clerk who wouldn't let hiMcash a check，saying，“Yo!”and pointing to a sign indicating no personal checks．A few months later，(12)．．．，for which he appeared in ads along with other sports celebrities like base-ball player Derek Jeter and football．Star Peyton Manning．

(13)．．．But Yao is different．He speaks very little English，relying heavily on a translator to help hiMcommunicate．Yet says ToMFox，vice president of sports marketing for Gatorade，“What's truly exciting to us is Yao's ability to connectwith American fans and transcend American culture．But Yao's international appeal and the NBA's internationalmarketing strength present potential opportunities to also help groWour brand globally．”(14)．．．As they develop their promotional strategy，they can incorporate this strength into the overall plan．“Gatorade does have aspirations around the world，and there is application for Yao if we choose to go that way，”notes Fox．

A. But his slaMdunk came in a commercial for Visa

B. Marketers view hiMas a global spokesperson rather than someonewho reaches only the U．S．market

C. Yao signed an exclusive deal with Gatorade．

D. Yao Ming is the National Basketball Association's tallest player

E. Being an advertising starmakes hiMmore popular in the U．S．

F. he became a U．S．media celebrity-and a sought-after advertising spokesperson

G. Hiring sports celebrities as part of a promotional campaign is nothing new

H. Many advertisers strive to invite hiMto be the spokesperson of their product

PART THREE

Questions 15—20

·Read the following article on the pop-up ads online．

·For each question(15—20) mark one letter(A，B，C or D) on your Answer Sheet for the answer you choose．

When you go online，are you peppered with pop-up ads？If you are annoyed by theMand find yourself chasing theMaround with yourmouse until you can zap theMoff the screen，here's a new twist．The next generation of pop-upsmay be implanted in your PC soft-ware．When you turn on your computer，a“silent”software prograMslips on also，tracking theWeb sites you visit and collecting information about any purchases you make．Then，when you visit other Web sites，targeted ads pop up on your screen-the ones for goods and services that youmightbe interested in buying．Suppose you initially browse through a site for outdoor gear and buy a fleece jacket．Two days later，your screen might show pop-ups for adventure travel，airline tickets，outdoor clothing，and the like．You Might not even be aware of it，but these pop-ups are the result of the embedded software that some people call spywar e．

The largest creator of this software，Gator，recently teamed up with Yahoo to send such pop-ups to 43 million computer screensworldwide．In one year the agreement generated 28 million in advertising fees that were split by the two companies，and industry experts expect that figure to increase．While Yahoo insists that it is providing a service to its customers by offering more advertising choices，many consumers are less than pleased by the software or the ads．Concerned about invasion of privacy，somewho discover the programs on their PCs ask service technicians to remove it．Gator，whose advertising customers include Verizon and American Express，presents itself as a way for consumers to“find bargains．”Marketing head Scott Eagle says that Gator'smodel of targeting ads to specific consumers is far more efficient than“spraying ads across everybody．”However，companies such as Hertz and TheWashington Post Inc．filed lawsuits against Gator for infringement of copyright and trademark laws，claiming that its ads were getting a“free ride”on their sites．

Not surprisingly，surveys focusing on the Internet experience typically list pop-up ads as the most annoying online experience．Somarketers at Atlanta-based EarthLink came up with an idea:offer subscribers software to block them．Although EarthLink，the No．3 U．S．Internet service provider with about fivemillion subscribers，is small change in an industry dominated by industry giant AOL，the company has based its recentmarketgrow th strategy on offering a solution to the estimated 4．8 billion ads that pop up on computer screensworldwide every month．

Why do marketers continue to rely on such a disliked forMof online advertising？The answer is cost．Pop-up ads are inexpensive to produce and costnearly nothing to send．But they are so annoying to some computer users that dozens of special programs have been written to block theMfroMappearing on the screen during Internet use．

15. What are“pop-up ads”？

A. The pictures chasing the PC users around．

B. The pages the PC users can zap off．

C. The online bursting advertising．

D. The ads tracking the Web sites．

16. By the word“twist”(line 3，paragraph1)，the author probably means______．

A. A curve．

B. A change．

C. improvement．

D. degeneration．

17. What is NOT the“twist”of next generation of pop-ups？

A. Targeting ads pop up on your screen．

B. The software prograMslips silently．

C. The screen Might show more pop-ups．

D. Collecting information about the purchases．

18. What is the attitude of companies like Hertz and TheWashington Post Inc．towards Ga-tor？

A. They insist that it is providing a service to its customers by offering more advertising choices．

B. They ask service technicians to remove pop ups．

C. They think pop-ups are farmore efficient．

D. They filed lawsuits against Gator for infringement．

19. How does Atlanta-based EarthLink solve the probleMof pop-up ads？

A. By charging the pop-ups'companies．

B. By offering subscribers software to block pop-up ads．

C. By removing theMthrough certain techniques．

D. By putting on more pop-up ads．

20. The author's attitude toward pop-up ads can best be described as______．

A. skeptical．

B. objective．

C. critical．

D. indifferent．

PART FOUR

Questions 21—30

·Read the article below about the promotion．

·Choose the correctword to fill each gap froMa，B，C or D．

·For each question(21—30)，mark one letter(A，B，C or D) on your Answer Sheet．

What is Promotion

Promotion is one of the four elements of marketing(21)．．．(product，price，promotion，place)．It is the communication link between sellers and buyers for the purpose of influencing，informing，or persuading a potential buyer's purchasing decision．

The(22)．．．of five elements creates a promotionalMix or promotional plan．These elements are personal selling，advertising，sales promotion，directmarketing，and publicity．A promotionalmix specifies how much attention to pay to each of the five subcategories，and how much money to(23)．．．for each．A promotional plan can have(24)．．．range of objectives，including:sales increases，new product acceptance，creation of brand equity，positioning，competitive retaliations，or creation of a corporate image．(25)．．．，however there are three basic objectives of promotion．These are:1，to present information to consumers as well as others;2，to increase demand;3，to(26)．．．a product．

There are different ways to(27)．．．a product in different areas of media．Promoters use internet advertisement，special events，endorsements，and newspapers to advertise their product．Many timeswith the purchase of a product there is an(28)．．．like discounts，free(29)．．．，or a contest．This is to increase the sales of a given product．

Promotion includes several communications activities thatattempt to provide added value or incentives to consumers，wholesalers，retailers，or other organizational customers to(30)．．．immediate sales．These efforts can attempt to stimulate product interest，trial，or purchase．Examples of devices used in promotion include coupons，samples，preMiums，point-of-purchase(POP) displays，contests，rebates，and sweepstakes．

21. A. blend　　　　　B. Mixture　　　　C. combination　　　D. mix

22. A. qualification　B. amplification　 C. description　　　D. specification

23. A. spend　　　　　B. settle　　　　　C. budget　　　　　 D. figure

24. A. different　　　B. various　　　　 C. long　　　　　　 D. wide

25. A. Frankly　　　　B. Fundamentally　 C. Actually　　　　 D. Virtually

26. A. create　　　　 B. advertise　　　 C. differentiate　　D. introduce

27. A. sell　　　　　 B. promote　　　　 C. inform　　　　　 D. present

28. A. incentive　　　B. reason　　　　　C. impulse　　　　　D. desire

29. A. items　　　　　B. products　　　　C. activities　　　 D. goods

30. A. improve　　　　B. stimulate　　　 C. activate　　　　 D. increase

PART FIVE

Questions 31—40

·Read the article below about public service advertising．

·For each question 31—40，write one word in CAPITAL LETTERS on your Answer Sheet．

Public Service Advertising

The advertising techniques used to(31)．．．commercial goods and services can be used to inform，educate and motivate the public aboutnon-commercial issues，such as HIV/AIDS，political ideology，energy conservation and deforestation．(32)．．．，in its non-commercial guise，is a powerful educational tool capable(33)．．．reaching andmotivating large audiences．“Advertising justifies its existencewhen used in the public interest—it ismuch(34)．．．powerful a tool to use solely for commercial purposes．”Attributed to Howard Gossage by David Ogilvy．Public (35)．．．advertising，non-commercial advertising，public interest advertising，cause marketing，and socialmarketing are different terms for(or aspects of) the use of sophisticated advertising and marketing communications techniques(generally associated with commercial enterprise) on (36)．．．of non-commercial，public interest issues and initiatives．In the United States，the granting of television and radio licensed by the FCC is contingent upon the station broadcasting a certain amount of public service advertising．To(37)．．．these requirements，many broadcast stations in America air the bulk of their required public service announcements(38)．．．the late night or early morning when the smallest percentage of viewers are watching，leaving more day and prime time commercial slots available for high-paying advertisers．Public service advertising reached(39)．．．height duringWorld Wars Iand IIunder the direction ofmore than one government．During WwiI President Roosevelt commissioned the creation of The War Advertising Council(now known as the Ad Council)(40)．．．is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profitorganizations，including the longest-running PSA campaign，Smokey Bear．

PART SIX

Questions 41—52

·Read the text below froMa report about foreign public messaging．

·In most lines(41—52)，there is one extra word．It either is grammatically incorrect or does not fit in

with the sense of the text．Some lines，however，are correct．

·If a line is correct，write CORRECT on your Answer Sheet．

·If there is an extra word in the line，write the extra word in CAPITAL LETTERS on your Answer Sheet．

Foreign Public Messaging

Foreign governments，particularly those that own marketable commercial products or services，

41. often promote their interests and positions through the advertising of those goods because the

42. target audience is not only largely unaware of the foruMas well vehicle for foreign messaging but also

43. willing to receive the tour message while in a mental state of absorbing information from

44. advertisements during watching television commercial breaks while reading a periodical，or while passing by billboards in public spaces．A prime example of thismessaging technique is

45. advertising campaigns how to promote international travel．While advertising foreign destinations

46. and servicesmay steMfroMthe typical goal of increasing revenue by drawing more tourism，some travel campaigns carry the additional or alternative intended purpose of promoting good

47. sentiments or improving existing ones whether among the target audience towards a given nation or

48. region．It is in common for advertising promoting foreign countries to be produced and distributed by

49. the tourisMministries of those countries，so these ads often carry out political statements and/or depictions of the foreign government's desired international public perception．Additionally，

50. a wide range of foreign airlines and travel-related services which advertise separately froMthe destinations，themselves，are owned by their respective governments．By depicting their

51. destinations，airlines，and other services in a favorable and pleasant light，to countries market

52. themselves to populations froMabroad in amanner that could Mitigate by prior public impressions．

【注释】

[1]The Super Bowl:美国国家美式足球联盟(也成为国家橄榄球联盟)的年度冠军赛

[2]coupon:赠券

[3]Snapple:斯纳普，是20世纪80年代美国纽约知名软饮料品牌

[4]T-mobile:是一家跨国移动电话运营商

[5]outlet:销路;市场

[6]tailor:使适应特殊需要

[7]commercial:(无线电或电视中的)商业广告

[8]demographics of subscribers:订户的人口数据统计

[9]Glamour:英国女性杂志

[10]Cosmopolitan:《时尚》，美国版时尚杂志。

[11]Entrepreneur:《企业邦》，美国杂志

[12]billboard:广告牌

[13]trivision:立体摄影

[14]blimp:软式小飞船

[15]kiosks:户外报刊亭

[16]cutting-edge:前沿的

[17]spam:垃圾邮件

[18]pop-up:突然弹出

[19]EarthLink:EarthLink公司位于美国亚特兰大市，是一家互联网服务提供商