单选题
Stages of Advertising Strategy

As a business begins, one of the major goals of advertising must be to develop awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the (19) of resources used for advertising will decrease as the consumer develops a kind of (20) to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on (21) of the product or service.
Essential to this rather abstract process is the development of a positioning statement. A positioning statement explains how a company's product (or service) is (22) from those of key competitors. With this statement, the business owner (23) intellectual objectives into concrete plans. In addition, this statement acts as the (24) for the development of a selling proposal, which is (25) of the elements that will (26) up the advertising message's "copy platform". This platform delineates the image, copy, and art work that the business owner believes will sell the product.
With these concrete objectives, the following elements of the advertising strategy need to be considered. (27) audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often (28) to as the "creative mix." Again, what most advertisers (29) from the beginning is clear planning and flexibility. And (30) to these aims is creativity and the ability to adapt to new market trends. A (31) advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing (32) opportunities for this consumer to become (33) with the advertising message.

单选题 A sum B total C amount D volume
【正确答案】 C
【答案解析】[解析] 此题考查的是近义词辨析。amount“数量”，the amount of resources used for advertising“可用于广告宣传的资源数量”。
[干扰项解析] sum“总数，金额”；total“合计，总计”；volume“量，体积”。
单选题 A curiosity B interest C ignorance D loyalty
【正确答案】 D
【答案解析】[解析] 此题考查的是对上下文的理解及四个选项的含义。后一句指明“这一建立起来并逐步增长的客户基础将会帮助公司……”，customer base“客户基础”，此乃该题的语境线索，由此可推断出“逐渐发展成一种客户忠诚度”。loyalty“忠诚，忠心”；customer loyalty“客户忠诚度”。
[干扰项解析] curiosity“好奇”；interest“兴趣”；ignorance“无知”。
单选题 A behalf B basis C base D cost
【正确答案】 A
【答案解析】[解析] 此题考查的是固定短语搭配。on behalf of“代表……”，both through its purchasing actions and its testimonials on behalf of the product or service“通过购买行为以及向他人推荐产品或服务”。
[干扰项解析] on a basis of“以……为基础”；base“底部，根基，基础；以……为基地”，be based on以……为基础；cost“费用、成本、代价”，at a cost of“花费了……”，at the cost of“以……为代价”。
单选题 A protected B differentiated C discriminated D separated
【正确答案】 B
【答案解析】[解析] 此题考查的是四个选项的含义。positioning statement“品牌定位”；此句意为：品牌定位解释了公司的产品如何与其他竞争品牌的产品相区分。differentiate“区分”。
[干扰项解析] protect“保护”；discriminate“歧视，区别待遇”；separate“分离”。语义与上下文不符。
单选题 A puts B keeps C turns D takes
【正确答案】 C
【答案解析】[解析] 此题考查的是动词短语的搭配。turn...into“将……转化为”；turns intellectual objectives into concrete plans“将理性目标转化成具体计划”。
[干扰项解析] put...into“把……放入”；其他动词不与into搭配使用。
单选题 A ground B fundamental C root D foundation
【正确答案】 D
【答案解析】[解析] 此题考查的是近义词辨析。foundation“基础”，此句意为：这一定位成为制订销售计划的基础。
[干扰项解析] ground“地面”；root“根本”；fundamental“基本原则，基本原理”。
单选题 A comprised B composed C consisted D made
【正确答案】 B
【答案解析】[解析] 此题考查的是近义词辨析。be composed of“由……组成”。此句意为：销售计划包含了组成广告讯息的“文案规范(copy platform)”的因素。
[干扰项解析] comprise“包含，由……组成”，故此处无需用被动语态；consist of“由……组成”，此处无需用被动语态；be made of“用……造成”。
单选题 A make B turn C show D face
【正确答案】 A
【答案解析】[解析] 此题考查的是动词短语搭配。make up“组成”。
[干扰项解析] turn up“出现”；show up“揭露，露出”；face up to“(鼓起勇气)面对”。
单选题 A aim B target C objective D goal
【正确答案】 B
【答案解析】[解析] 此题考查的是近义词辨析。target audience“目标受众”，属习惯用法。
[干扰项解析] aim“目标，瞄准”；objective“目标，目的”；goal“目的，目标”。
单选题 A mentioned B described C referred D pointed
【正确答案】 C
【答案解析】[解析] 此题考查的是动词与介词的搭配。refer to“提到，谈到”，are often referred to as the creative mix意为“经常作为‘创意组合’被提及”。
[干扰项解析] mention“提及”，及物动词；describe“描述”，及物动词。
单选题 A focus B stress C direct D point
【正确答案】 B
【答案解析】[解析] 此题考查的是四个选项的含义。what most advertisers stress from the beginning“大多数广告客户从一开始就强调的是……”。stress“强调，着重”，及物动词。
[干扰项解析] focus“聚焦，注视，集中”，focus on sth. ；direct“指导”；point“指向，表明”。
单选题 A way B approach C path D key
【正确答案】 D
【答案解析】[解析] 此题考查的是四个选项的含义。key to these aims“达成这些目标的关键”。
[干扰项解析] way to do sth. “做……的方法”；approach to“……的方法”；path of“……的途径”。
单选题 A rigid B dull C grim D tough
【正确答案】 A
【答案解析】[解析] 此题考查的是四个选项的含义及对上下文的理解。前一句指出广告策略应适应新趋势，此处用rigid指一成不变的广告策略会导致市场份额的损失。rigid“刚性的，僵化的”。
[干扰项解析] dull“迟钝的，无趣的”；grim“严酷的”；tough“强硬的”。
单选题 A ample B much C lots D high
【正确答案】 A
【答案解析】[解析] 此题考查的是四个选项的含义。ample“充足的”，providing ample opportunity for this consumer“给客户提供充足的机会”。
[干扰项解析] much修饰不可数名词，但此处opportunity为复数形式，是可数名词；lots后面缺少了of；high一般不用于修饰opportunity。
单选题 A accepted B acquired C acquainted D acknowledged
【正确答案】 C
【答案解析】[解析] 此题考查的是四个选项的含义。acquaint“使熟知”，become acquainted with“熟悉……”。
[干扰项解析] accept“接受”；acquire“获得，学到”；acknowledge“承认，报偿”。