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1、PartIWriting(30minutes)PartIIReadingComprehension(SkimmingandScanning)(15minutes)Directions:Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsonAnswerSheet1.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedA),B),C),andD).Forquestio
2、ns8-10,completethesentenceswiththeinformationgiveninthepassage.HowMarketersTargetKidsKidsrepresentanimportantdemographictomarketersbecausetheyhavetheirownpurchasingpower,theyinfluencetheirparents’buyingdecisionsandtheyaretheadultconsumersofthefuture.Industryspendingon
3、advertisingtochildrenhasexplodedinthepastdecade,increasingfromamere$100millionin1990tomorethan$2billionin2000.Parentstodayarewillingtobuymorefortheirkidsbecausetrendssuchassmallerfamilysize,dualincomesandpostponingchildrenuntillaterinlifemeanthatfamilieshavemoredispos
4、ableincome.Aswell,guiltcanplayaroleinspendingdecisionsastime-stressedparentssubstitutematerialgoodsfortimespentwiththeirkids.Herearesomeofthestrategiesmarketersemploytotargetkids:Pester(纠缠)PowerToday’skidshavemoreautonomyanddecision-makingpowerwithinthefamilythaninpre
5、viousgenerations,soitfollowsthatkidsarevocalaboutwhattheywanttheirparentstobuy.“Pesterpower”referstochildren’sabilitytonagtheirparentsintopurchasingitemstheymaynototherwisebuy.Marketingtochildrenisallaboutcreatingpesterpower,becauseadvertisersknowwhatapowerfulforceitc
6、anbe.Accordingtothe2001marketingindustrybookKidfluence,pesteringornaggingcanbedividedintotwocategories—“persistence”and“importance.”Persistencenagging(aplea,thatisrepeatedoverandoveragain)isnotaseffectiveasthemoresophisticated“importancenagging.”Thislattermethodappeal
7、stoparents’desiretoprovidethebestfortheirchildren,andplaysonanyguilttheymayhaveaboutnothavingenoughtimefortheirkids.TheMarriageofPsychologyandMarketingToeffectivelymarkettochildren,advertisersneedtoknowwhatmakeskidstick.Withthehelpofwell-paidresearchersandpsychologist
8、s,advertisersnowhaveaccesstoin-depthknowledgeaboutchildren’sdevelopmental,emotionalandsocialneedsatdifferentages.Usingresear
