- Câu hỏi 779075:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
Inviting a journalist out to lunch and persuading him to write about a product is said to be
A. More popular way
B. More cost effective approach
C. More expensive way
D. Well known method
- Câu hỏi 779076:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
What are alternatives to straightforward advertising?
A. They are ranged from public relations to direct mail
B. They may be Exhibitions and direct mail
C. They may be telemarketing and email
D. It should be sponsoring events
- Câu hỏi 779077:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
Advertising on internet has begun to…
A. grow rapidly in recent years
B. Kill radios in the advertising field
C. Decrease slightly in recent year
D. Replace traditional methods of advertising in recent year
- Câu hỏi 779078:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
What are the main causes of the most disorienting periods in the history of advertising industry?
A. Better informed consumers due to a lot of other means of communication
B. Long term-changes, such as the growing diversity of media and the development of new technologies
C. Appearance of many other Marketing methods
D. Disappearance of traditional method of advertising such as radio, newspaper…
- Câu hỏi 779079:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
According to the passage the real effects of advertising expose another, potentially …
A. More valuable
B. More hopeful
C. Brighter
D. More horrible
- Câu hỏi 779080:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
What are the key to the confidence of many advertising business?
A. Hard sell
B. Creativity
C. Challenges
D. Difficulty
- Câu hỏi 779081:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
What message do you think this passage send you?
A. The advantages of traditional methods of advertising
B. The big challenges on advertising industry
C. The development of advertising
D. The disadvantages of internet advertising
- Câu hỏi 779082:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
What kinds of method of advertising are big agencies now willing to provide?
A. Advertising on magazines
B. alternatives to straightforward advertising
C. Advertising on radios
D. Advertising on newspapers
- Câu hỏi 779083:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain.
The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results. It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl?
Net Sales
Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly.
Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.”
Who is said to have complained that he knew half of his advertising budget was wasted?
A. Lord Leverhulme, an inventor of soap in Great Britain
B. Lord Leverhulme, the British soap pioneer
C. Lord Leverhulme
D. A British man
