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1、剑桥商务英语高级模拟57READINGPARTONELookatthestatementsbelowandthefiveextractsaboutdifferentadvertisementsfromnewspaperarticlesontheoppositepage・Whichextract(a,b,czdore.doeseachstatementreferto?Youwillneedtousesomeoftheselettersmorethanonce・AIntermsofefficiency,notsize,theadvertisingindustr
2、yisonlynowstartingtogrowoutofitscentury-longinfancy,whichmightbecalledHtheWanamakerera11.ItwasJohnWanamaker,adevoutlyChristianmerchantfromPhiladelphia,whointhe1870snotonlyinventeddepartmentstoresandpricetags(toeliminatehaggling,sinceeverybodyshouldbeequalbeforeGodandprice),butalso
3、becamethefirstmodernadvertiserwhenheboughtspaceinnewspaperstopromotehisstores.HewentaboutitinaChristianway,neitheradvertisingonSundaysnorfibbing(thusmintingtheconceptofntruthinadvertisingH)•BThewebsiteisreadilyavailabletoanyconsumerwithacomputer,andinthisdayandage,includesthemajor
4、ityofconsumersthroughouttheworld.Therearenoadditionalcostsinreachingtheexpandedglobalmarkets.SincetheInternetadvertisingextendstotheglobalaudienceanytime,thechancesofpotentialcustomersaremoreandhencetheprofitmarginisalsoonthehigherside.ThebottomlineisthattheadvantagesofInternetadv
5、ertisingismuchmorethanthatofitstraditionalprintforerunner,inlessenedcosts,availability,expandedconsumermarkets,andlargelyintheoverallprofitmargin.cThebestwaytodistinguishbetweenadvertisingandmarketingistothinkofmarketingasapie,insidethatpieyouhaveslicesofadvertising,marketresearch
6、,mediaplanning,publicrelations,productpricing,distribution,customersupport,salesstrategy,andcommunityinvolvement.Advertisingonlyequalsonepieceofthepieinthestrategy.Alloftheseelementsmustnotonlyworkindependentlybutalsoworktogethertowardsthebiggergoal.Marketingisaprocessthattakestim
7、eandcaninvolvehoursofresearchforamarketingplantobeeffective.Thinkofmarketingaseverythingthatanorganisationdoestofacilitateanexchangebetweenthecompanyandconsumers•DTheadvantagesofprintmediaenableyoutosendinthecopyandhaveitdisplayedonthesectionyouwantwithinafewdays.Ifitisaclassified
8、ad,thiscanbejust48hours.Thebeauty
