【正确答案】
B
【答案解析】[解析] 23-30
F: Let us talk about advertising in next sales year. Hello, Mr. Bortone, you are a freelance writer and TV producer with over 20 years of marketing and creative experience in television, radio, cable networks and online. In addition to business and ghost-writing, you produce and edit video for the web and mobile devices. So, what did you get from your ads marketing report?
M: Well, we have several interesting findings. Celebrity endorsements are a staple in advertising, with more than 20 percent of all ads today featuring a famous face, voice or likeness. Even smaller businesses are using celebrity spokespersons.
F: That demonstrates the influence of the celebrities, did you find out the reasons?
M: The reason is simple: Celebrities sell. Consumers pay attention to celebrities because they are attracted to the familiar.
F: So if we want to choose a celebrity for our products, who will be the right person? What is our criterion?
M: Celebrities don't have to be major national names. Local and regional "celebrities" can also help pitch a marketing message for our small business.
F: How can we benefit from celebrity spokespersons?
M: There are three ways our business can use a celebrity spokesperson. Advertising: Celebrities can pitch your product via print, television, radio and even online appearances and events: celebrities can make personal appearances for your business at events such as grand openings. They can also raise money for charity to improve our public image. There are also media opportunities: our spokesperson can speak on our behalf on talk shows or at press conferences, trade shows or other media events.
F: Sounds fine. What is the best way to help us get it done?
M: OK, first of all, we should define our objectives. Determine what you expect from your partnership with your spokesperson and how to best use their talents. Clarify your needs and expectations from the get-go. We can find professional agencies that specialize in booking celebrity and sports talent. These talent brokers can help you assess your needs. Actually we should plan well in advance. When deciding on a celebrity spokesperson for our business, start early. We should plan at least six months out. The bigger the name, the longer the lead time.
F: OK, we will contact the agency later. We should find the right fit. It's important that the spokesperson we hire is a good match for our product or service. What is your point?
M: I recommend a proprietary database called the "Fame Index" to match businesses with appropriate talent. The Fame Index contains the names of 10,000 stars and uses 250 categories to match talent to businesses and products.
F: Good advice, it will be helpful. What is more?
F: OK, how about the cost? You know we should consider the costs.
M: Of course. Talent fees and celebrity endorsements run from a few hundred dollars for a single appearance by a local DJ to far more for a big star.
M: We are a small business; I suggest we should contact local celebrities.
F: How can we contact celebrity spokespeople?
M: Talent agencies, entertainment marketing firms and even speakers bureaus can put us in touch with potential celebrity spokespeople. Contacting talent can be easier than we might think. We've worked with some of the most famous people in the world who, after a day's work, would sign autographs and pose for photos with our clients and members of our staff—and many that have not. Find out well in advance from the celebrity's manager or agent what the "approaching-the-star-o-not" parameters might be.
F: I know you have successfully found celebrities for your former company, do you have some tips or tactics for us?
M: Don't be afraid to ask. Maybe that certain superstar is not out of your reach or budget. Local celebrities or athletes may turn out to be your best bet. Make sure you have an "out" clause in case your celebrity gets negative press or is involved in a scandal. Assuming you've bonded with your star talent, don't be afraid to ask her questions about the day's assignment. Does she need a break to make some calls? Is she hungry? Would she like to watch a quick replay on your HD monitor? Is she comfortable with her wardrobe and props? Is the air conditioning too cold? The more you can engage your star, the better the performance.
23. 理解原文：“20 percent of all ads today featuring a famous face．voice or likeness”，注意“famous face，voice or likeness”代表的是名人，所以B正确。从原文“Even smaller businesses are using celebrity spokespersons”知道C不正确，A项可以轻易排除。