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1、题目：BusinesstobesuccessfulmustputmoremoneyinadvertisingFranklyspeaking,Istronglyopposetothestatementthatmoremoneyshallbeputinadvertisementinordertomakebusinessesmoresuccessful.Indeed,someadvertisementscanmakeonebusinesswitnessbettersalesperformance,buttheyshallneverb
2、econsideredasthemostimportantfactorforabusinesstotakeoffandstandontopofthemarket.Tomakeclearoftheproblem,theveryfirstquestionweshallaskourselvesis:whatisthevitalpartofabusiness’ssurvival?Ireckontheanswergranted:thequalityofitsproductsorservices.Nomatterhowfancythead
3、vertisementsare,customerswouldhaverespectivelydifferent,alwaysobjectivefeelingstowardproductsorserviceswithdifferentqualities.Asonebusinessonceputsitssloganlikethis:Advertisementscanlie,butproductswouldnot.Forbusinesswhocaresandspendonadvertisementstoomuch,qualityof
4、theirproductsorservicescansometimesbeignoredasaconsequence.Thiswouldthuscreatealessdesirableimpressionoftheproductsorservicestotheircustomers,andthenleadtoapossibleshrinkofbusiness.Anothersideofthestoryshallbeconsideredisthatalthoughfocusingonadvertisementscanbringa
5、boutprofitsinashortterm,itwouldnotbethateffectiveastimegoesby,orlet’sputitinamorestraightway:itmightevenhurtthehealthydevelopmentofanenterpriseortheentireindustry.Customerswouldnotbelieveinadvertisementspermanently,sinceasImentionedearlier,theywouldhavetheirownideaa
6、ftertheusageofproductsandservices,andwhat’smore,theywouldmakecomparisonbetweenadvertisementsmadebydifferentcompanies.Inthissense,companieswhoinsistonmakingmoreeffortstoadvertisecouldonlypersuadethecustomerstopurchasetheirproductsorservicesbyensurethemthatotherproduc
7、tsorservicesareofinferiorquality.Thiswouldalwaysleadtoendlessbalefulcompetition,whichcouldatlastweardownthecustomers’confidencetowardsallproductsorservicesintheindustry,thusmakingalladvertisementsinvalidasawhole.Onethingweshallbearinmindwhenconsideringthefunctionofa
8、dvertisementsisthatitisforpeopletoknowtheproductsandbarelynothingmore.Itcertainlymakesdifferencesifacompanycameupwithabrilliantadvertiseme
