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Giúp mình nhé The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was so last generation. Today’s youngsters don’t “get”...
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Giúp mình nhé

The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this
generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports

The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types
who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was so last generation.

Today’s youngsters don’t “get” clever ads, are not in the least suspicious of commercials ercials, don’t know the difference between newspapers’ political stances, or TV channels, and they don’t mind admitting it. In short, they are not half as media, marketing and advertising literate as we might have thought, according to new research
commissioned by five media groups – Guardian Newspapers, Channel 4, Carlton Screen Advertising, media buying
agency OMD, and Emap Advertising.

As a result media companies and advertisers are going back to basics to arouse the interest of 15- to 24-year-olds with instant impact messages, plain product pictures, bigger posters, annoying jingles, celebrity endorsements and repetitive ads. Today’s youth are a far cry from today’s thirtysomethings who grew up as commercially-naive kids weaned on the cold war, no national commercial radio, three national TV stations, grant-funded higher education, sponsorship-free Glastonbury festivals and regular strikes and student protests.

Now a lifetime of MTV, the internet, dawn-till-dusk advertising and PlayStation gaming has created a generation
so used to being bombarded with fast-turnover information, they filter it instantly without paying much attention to its meaning. This is a generation of “thoroughbred consumers” says Stuart Armon, managing director of 2cv: research, the company that conducted the so-called Roar research into the media habits of the nation’s youth. “Previous generations were suspicious of advertising, they might have liked ads, but they wouldn’t necessarily buy the product. But this generation has been consuming since they were born. They don’t see any reason to be suspicious,” says Armon.

One young panellist in the focus group research embodied this attitude: “If the advert is good, you think their
product will be good because the more they can spend on advertising, the more money they are obviously getting for
their product.” Armon says the trend has become more pronounced over the seven years that the continuous tracking
study has been running, but has reached a peak in the latest round of interviews with 600 youngsters.

“Advertising is accepted and expected. Young people don’t see anything wrong in being sold to and think that if a product is in a TV ad, it must be good. It’s a myth that they are interested in clever ads – they are not willing to decipher complicated mmessages, they want simple ones.” Many panellists dramatically illustrated this point by revealing they thought Budweiser’s “Real American Heroes” ad, ironically celebrating “Mr foot-long hot dog inventor”, was an ad for hot dogs rather than beer, even though the ad might not be aimed at them.

However, many loved Heineken’s ironic ad featuring Paul Daniels singing Close to You, purely because it made
them laugh. “They are looking for an instant message. If it’s not there, they don’t take any notice. And they literally,
and naively, believe celebrities in ads really use the products they are advertising,” says Armon. A girl panellist from Birmingham commented: “In some of the Nike ads they’ve got all these well-known footballers. You think, ‘Oh my God, they’ve got everybody famous there.’ You think it must be good if they want it.”

The youngsters only read newspapers for the celebrity gossip and sport, rather than news, and couldn’t distinguish between papers’ political stances. They also failed to distinguish between TV channels – they access TV through programmes, not channels, for example watching Sky because The Simpsons is on, not because it’s Sky.

The results of the research deeply worry Sid McGrath, planner at the ad agency that made the infamous “You’ve
been Tango’ed” ads, HHCL and Partners. But they do not surprise him. “My worry is that the youth of today are not
being called upon to flex their intellectual muscles enough,” he says.

“There is instant gratification everywhere – in food it’s Pot Noodles or vending machines, even their pop icons are one-dimensional figures delivered on a plate. Young people are living vicariously through other people’s lives and are not asking for much at the moment. A lot of stimulation is ‘lean back’ – it doesn’t require as much involvement as it used to.”

He says advertising is changing as a result: “Lots of the most popular ads at the moment are happy, clappy, fun.
Easy to digest. They’ve got notice or inclination to decode ads.” One reason behind the shift, McGrath believes, is that young people want relief from the traumas of real life: “Advertising is becoming the opium of the masses rather
than the educator.”

16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to which of the following?
A. attitudes B. situations C. functions D. places

18. According to new research by five media groups, today’s youngsters are _____.
A. able to understand the language of advertising
B. unable to ‘read’ the messages in the many forms of advertising
C. bright enough to do some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to become famous
B. that famous people like watching
C. where famous people say they use and like certain products
D. where viewers are invited to take part in a phone-in progra e
21. Young people seem to believe that costly advertising _____.
A. makes no difference to the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to Stuart Armon, youngsters today pay more attention to an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to eat too much B. are given too many choices
C. are not required to drink D. do not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to mean that young people _____.
A. want to become more sophisticated than other people
B. do not imitate people around the
C. do not rely on their own feeling or senses to understand the world around the
D. want to be independent of other people
25. According to McGrath, many advertisements today are adapting to satisfy youngsters’ desire to _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to their problems

1
5 tháng 3 2018

16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to which of the following?
A. attitudes B. situations C. functions D. places

18. According to new research by five media groups, today’s youngsters are _____.
A. able to understand the language of advertising
B. unable to ‘read’ the messages in the many forms of advertising
C. bright enough to do some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to become famous
B. that famous people like watching
C. where famous people say they use and like certain products
D. where viewers are invited to take part in a phone-in progra e
21. Young people seem to believe that costly advertising _____.
A. makes no difference to the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to Stuart Armon, youngsters today pay more attention to an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to eat too much B. are given too many choices
C. are not required to drink D. do not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to mean that young people _____.
A. want to become more sophisticated than other people
B. do not imitate people around the
C. do not rely on their own feeling or senses to understand the world around the
D. want to be independent of other people
25. According to McGrath, many advertisements today are adapting to satisfy youngsters’ desire to _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to their problems

Giúp mình nhé The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was so last generation. Today’s youngsters don’t...
Đọc tiếp

Giúp mình nhé

The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this
generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports

The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types
who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was so last generation.

Today’s youngsters don’t “get” clever ads, are not in the least suspicious of commercials ercials, don’t know the difference between newspapers’ political stances, or TV channels, and they don’t mind admitting it. In short, they are not half as media, marketing and advertising literate as we might have thought, according to new research
commissioned by five media groups – Guardian Newspapers, Channel 4, Carlton Screen Advertising, media buying
agency OMD, and Emap Advertising.

As a result media companies and advertisers are going back to basics to arouse the interest of 15- to 24-year-olds with instant impact messages, plain product pictures, bigger posters, annoying jingles, celebrity endorsements and repetitive ads. Today’s youth are a far cry from today’s thirtysomethings who grew up as commercially-naive kids weaned on the cold war, no national commercial radio, three national TV stations, grant-funded higher education, sponsorship-free Glastonbury festivals and regular strikes and student protests.

Now a lifetime of MTV, the internet, dawn-till-dusk advertising and PlayStation gaming has created a generation
so used to being bombarded with fast-turnover information, they filter it instantly without paying much attention to its meaning. This is a generation of “thoroughbred consumers” says Stuart Armon, managing director of 2cv: research, the company that conducted the so-called Roar research into the media habits of the nation’s youth. “Previous generations were suspicious of advertising, they might have liked ads, but they wouldn’t necessarily buy the product. But this generation has been consuming since they were born. They don’t see any reason to be suspicious,” says Armon.

One young panellist in the focus group research embodied this attitude: “If the advert is good, you think their
product will be good because the more they can spend on advertising, the more money they are obviously getting for
their product.” Armon says the trend has become more pronounced over the seven years that the continuous tracking
study has been running, but has reached a peak in the latest round of interviews with 600 youngsters.

“Advertising is accepted and expected. Young people don’t see anything wrong in being sold to and think that if a product is in a TV ad, it must be good. It’s a myth that they are interested in clever ads – they are not willing to decipher complicated mmessages, they want simple ones.” Many panellists dramatically illustrated this point by revealing they thought Budweiser’s “Real American Heroes” ad, ironically celebrating “Mr foot-long hot dog inventor”, was an ad for hot dogs rather than beer, even though the ad might not be aimed at them.

However, many loved Heineken’s ironic ad featuring Paul Daniels singing Close to You, purely because it made
them laugh. “They are looking for an instant message. If it’s not there, they don’t take any notice. And they literally,
and naively, believe celebrities in ads really use the products they are advertising,” says Armon. A girl panellist from Birmingham commented: “In some of the Nike ads they’ve got all these well-known footballers. You think, ‘Oh my God, they’ve got everybody famous there.’ You think it must be good if they want it.”

The youngsters only read newspapers for the celebrity gossip and sport, rather than news, and couldn’t distinguish between papers’ political stances. They also failed to distinguish between TV channels – they access TV through programmes, not channels, for example watching Sky because The Simpsons is on, not because it’s Sky.

The results of the research deeply worry Sid McGrath, planner at the ad agency that made the infamous “You’ve
been Tango’ed” ads, HHCL and Partners. But they do not surprise him. “My worry is that the youth of today are not
being called upon to flex their intellectual muscles enough,” he says.

“There is instant gratification everywhere – in food it’s Pot Noodles or vending machines, even their pop icons are one-dimensional figures delivered on a plate. Young people are living vicariously through other people’s lives and are not asking for much at the moment. A lot of stimulation is ‘lean back’ – it doesn’t require as much involvement as it used to.”

He says advertising is changing as a result: “Lots of the most popular ads at the moment are happy, clappy, fun.
Easy to digest. They’ve got notice or inclination to decode ads.” One reason behind the shift, McGrath believes, is that young people want relief from the traumas of real life: “Advertising is becoming the opium of the masses rather
than the educator.”

16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to which of the following?
A. attitudes B. situations C. functions D. places

18. According to new research by five media groups, today’s youngsters are _____.
A. able to understand the language of advertising
B. unable to ‘read’ the messages in the many forms of advertising
C. bright enough to do some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to become famous
B. that famous people like watching
C. where famous people say they use and like certain products
D. where viewers are invited to take part in a phone-in progra e
21. Young people seem to believe that costly advertising _____.
A. makes no difference to the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to Stuart Armon, youngsters today pay more attention to an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to eat too much B. are given too many choices
C. are not required to drink D. do not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to mean that young people _____.
A. want to become more sophisticated than other people
B. do not imitate people around the
C. do not rely on their own feeling or senses to understand the world around the
D. want to be independent of other people
25. According to McGrath, many advertisements today are adapting to satisfy youngsters’ desire to _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to their problems

BÀI 2:

There was nothing unusual about Wellington Street, or so I thought as I was growing up. The cobbled street, one
of four identical streets next to each other, was calm, apart from the occasional sound of raised voices from the pub on the corner. Everybody said hello to each other, although rarely much more than that. It was the kind of street that in the past had covered the whole of the north-west of England, affordable housing for the workers, the kind of street that used to be the heart of a community. Now it was a relic, unchanged while the modern world went on around it.

The first time I got a sense that my childhood world was not going to remain the same forever was when a letter
arrived from the local council saying that a meeting was being held locally to discuss the development of the area. I
remember wondering why areas had to be developed and I asked my father. He said that people just liked changing
things for the sake of it but my mum interrupted him and explained that the houses needed modernizing. Even then I
could see this as another move in their ongoing argument about money and location. Mum, with her keen sense of
social position and always very aware of what the neighbours thought, wanted to move into a better house, which Dad took to mean a more expensive house.

The evening of the meeting came around and my dad and I went along. It had already started when we got there
and one of the councilors was trying to explain the plans, although the general reaction from the audience was far from positive. I don’t remember the details, but I remember some shouting, until finally one of our neighbours stood up and said that he wasn’t giving his permission for any of it. I remember the councilor saying then, ‘We don’t need permission. We’re telling you, not asking you.’

The mood when we got home was tense. Although she tried to hide it, I think Mum was secretly quite pleased.

Dad sat and frowned at the TV for a while, before Mum brought him a cup of tea. I was surprised when it was he who broke the silence after a minute or two and said, ‘There are one or two nice places up around Ladybride.’ Mum said nothing. She just sipped her tea and looked at me and smiled.

46. The writer describes the street as a place where _____.
A. people felt they were part of a co unity B. people resisted the fast pace of motion life
C. everyone quietly got on with their own life D. everyone could afford their own house
47. Streets of this kind had been built in the past because they were _____.
A. comfortable B. long-lasting C. traditional D. cheap
48. What did the writer NOT understand when the letter arrived?
A. why things had to change B. why his parents were arguing
C. who had organised the meeting D. where they were going to live next
49. Why didn’t the writer’s father want to move house?
A. He knew why the area had to be developed.
B. He didn’t understand why they wanted to change things.
C. He didn’t want to live in a modern house.
D. It would cost them more.
50. Why did the mother’s mother want to move house?
A. She liked to impress other people. B. She didn’t like the neighbours.
C. She knew it would annoy the writer’s father. D. She thought the local council would help.
51. During the meeting, most people were _____.
A. shocked by what they learned B. unhappy about the proposals
C. sympathetic to the councilor D. confused by the explanation
52. Why was the writer surprised by what his father said?
A. He knew that his father was watching television.
B. He thought that it would upset his mother.
C. He knew that what his father said was wrong.
D. He thought his mother would have made the suggestion.
53. According to the passage, who would make a final decision on the development of the area?
A. People in the area B. The councilors C. Home owners D. The writer’s father
54. What would be the most suitable title for this extract?
A. An unhappy childhood B. A difficult marriage C. The wrong decision D. Changing times
55. It can be inferred from the passage that _____.
A. people at the meeting supported the plan to develop the area
B. everybody in the area wanted to modernize their house
C. the writer said that he didn’t give permission for the development
D. the writer’s father finally agreed to move the house

2
5 tháng 3 2018

46. The writer describes the street as a place where _____.
A. people felt they were part of a co unity B. people resisted the fast pace of motion life
C. everyone quietly got on with their own life D. everyone could afford their own house
47. Streets of this kind had been built in the past because they were _____.
A. comfortable B. long-lasting C. traditional D. cheap
48. What did the writer NOT understand when the letter arrived?
A. why things had to change B. why his parents were arguing
C. who had organised the meeting D. where they were going to live next
49. Why didn’t the writer’s father want to move house?
A. He knew why the area had to be developed.
B. He didn’t understand why they wanted to change things.
C. He didn’t want to live in a modern house.
D. It would cost them more.
50. Why did the mother’s mother want to move house?
A. She liked to impress other people. B. She didn’t like the neighbours.
C. She knew it would annoy the writer’s father. D. She thought the local council would help.
51. During the meeting, most people were _____.
A. shocked by what they learned B. unhappy about the proposals
C. sympathetic to the councilor D. confused by the explanation
52. Why was the writer surprised by what his father said?
A. He knew that his father was watching television.
B. He thought that it would upset his mother.
C. He knew that what his father said was wrong.
D. He thought his mother would have made the suggestion.
53. According to the passage, who would make a final decision on the development of the area?
A. People in the area B. The councilors C. Home owners D. The writer’s father
54. What would be the most suitable title for this extract?
A. An unhappy childhood B. A difficult marriage C. The wrong decision D. Changing times
55. It can be inferred from the passage that _____.
A. people at the meeting supported the plan to develop the area
B. everybody in the area wanted to modernize their house
C. the writer said that he didn’t give permission for the development
D. the writer’s father finally agreed to move the house

5 tháng 3 2018

16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to which of the following?
A. attitudes B. situations C. functions D. places

18. According to new research by five media groups, today’s youngsters are _____.
A. able to understand the language of advertising
B. unable to ‘read’ the messages in the many forms of advertising
C. bright enough to do some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to become famous
B. that famous people like watching
C. where famous people say they use and like certain products
D. where viewers are invited to take part in a phone-in progra e
21. Young people seem to believe that costly advertising _____.
A. makes no difference to the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to Stuart Armon, youngsters today pay more attention to an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to eat too much B. are given too many choices
C. are not required to drink D. do not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to mean that young people _____.
A. want to become more sophisticated than other people
B. do not imitate people around the
C. do not rely on their own feeling or senses to understand the world around the
D. want to be independent of other people
25. According to McGrath, many advertisements today are adapting to satisfy youngsters’ desire to _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to their problems

Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.          Advertising relies on the techniques of market research to identify potential users...
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Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.

          Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.

          Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers. 

          In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group. 

          Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

It can be inferred from paragraph 2 that advertisers must______.

A. encourage people to try new products

B. aim their message at homemakers and professional people

C. know about the people who will buy the product

D. place several ads in newspapers and magazines

1
8 tháng 7 2017

Đáp án C

Có thể được suy ra từ đoạn 2 rằng quảng cáo phải______.

A. khuyến khích mọi người thử dùng những sản phẩm mới. 

B. nhắm tới thông điệp dành cho người nội trợ và người chuyên nghiệp. 

C. biết về những người sẽ mua sản phẩm. 

D. đăng một vài quảng cáo trên báo và tập chí. 

Dẫn chứng ở 2 câu đầu đoạn 2: “Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers?”- (Quảng cáo dựa vào các kỹ thuật nghiên cứu thị trường để xác định những người dùng tiềm năng của một sản phẩm. Họ là những người nội trợ hay những người chuyên nghiệp? Họ trẻ hay già? Họ là những người sống ở thành phố hay những người sống ở vùng quê?) => Chọn C.

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22. [1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will...
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Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22.

[1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will encourage this, of course, but so, too, will affect advertising.

Advertising relies on the techniques of market research to identify potential users of a product. [3] Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars. [4]

Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.

In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non-working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.

Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can. 

It can be inferred from the second paragraph that advertisers must ___________.

A. aim their message at homemakers and professional people 

B. know about the people who will buy the product 

C. place several ads in newspapers and magazines 

D. encourage people to try new products 

1
26 tháng 9 2019

Kiến thức: Đọc hiểu

Giải thích:

Có thể suy ra từ đoạn thứ hai rằng các nhà quảng cáo phải

A. nhắm thông điệp của họ vào người nội trợ và những người chuyên nghiệp

B. biết về những người sẽ mua sản phẩm

C. đặt một số quảng cáo trên báo và tạp chí

D. khuyến khích mọi người dùng thử sản phẩm mới

Thông tin: Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers?

Tạm dịch: Quảng cáo dựa vào các kỹ thuật nghiên cứu thị trường để xác định những người dùng tiềm năng của một sản phẩm. Họ là những người nội trợ hay những người chuyên nghiệp? Họ trẻ hay già? Họ là những người sống ở thành phố hay những người sống ở vùng quê?

Chọn B 

Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.          Advertising relies on the techniques of market research to identify potential users...
Đọc tiếp

Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.

          Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.

          Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers. 

          In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group. 

          Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

Where in the passage does the author give an example of a new development in advertising?

A. Paragraph 1      

B. Paragraph 2       

C. Paragraph 5       

D. Paragraph 3

1
27 tháng 5 2017

Đáp án C

Đâu trong đoạn văn tác giả đưa ra ví dụ về một sự phát triển mới trong quảng cáo? 

A. Đoạn 1

B. Đoạn 2

C. Đoạn 5

D. Đoạn 3

Tạm dịch đoạn 5: “Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can”- (Quảng cáo cũng đang tận dụng các công nghệ mới. Đồ họa máy tính được sử dụng để thu hút sự chú ý của người tiêu dùng và giúp họ hiểu được sản phẩm theo một cách khác. Việc sử dụng đồ họa máy tính trong thương mại cho những loại thực phẩm đóng hộp, ví dụ như, đưa ra hình ảnh bao bì mới cho chiếc hộp thiếc).

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22. [1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will...
Đọc tiếp

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22.

[1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will encourage this, of course, but so, too, will affect advertising.

Advertising relies on the techniques of market research to identify potential users of a product. [3] Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars. [4]

Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.

In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non-working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.

Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

The following sentence can be added to the passage.

Advertising is an essential part of the marketing process that can be tremendously influential in selling products.

Where would it best fit in the passage?

A. [1] 

B. [2] 

C. [3] 

D. [4] 

1
20 tháng 12 2018

Kiến thức: Đọc hiểu

Giải thích:

Câu văn phù hợp ở vị trí [1] nhất, vì câu sau [1] nói rõ hơn về tác dụng của quảng cáo trong việc bán hàng

Advertising is an essential part of the marketing process that can be tremendously influential in selling products. Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it.

Tạm dịch: Quảng cáo là một phần thiết yếu của quá trình tiếp thị có thể có ảnh hưởng rất lớn trong việc bán sản phẩm. Quảng cáo giúp mọi người nhận ra được một thương hiệu cụ thể, thuyết phục họ thử nó và cố gắng giữ họ trung thành với nó.

Chọn A

Dịch bài đọc:

Quảng cáo giúp mọi người nhận ra được một thương hiệu cụ thể, thuyết phục họ thử nó và cố gắng giữ họ trung thành với nó. Sự trung thành với thương hiệu có lẽ là mục tiêu quan trọng nhất của quảng cáo tiêu dùng. Cho dù họ sản xuất ô tô, thực phẩm đóng hộp hay mĩ phẩm, thì nhà sản xuất vẫn muốn khách hàng mua hàng lại lần nữa. Chất lượng của sản phẩm tất nhiên sẽ khuyến khích điều này, nhưng sẽ tác động tới quảng cáo.

Quảng cáo dựa vào các kỹ thuật nghiên cứu thị trường để xác định những người dùng tiềm năng của một sản phẩm. Họ là những người nội trợ hay những người chuyên nghiệp? Họ trẻ hay già? Họ là những người sống ở thành phố hay những người sống ở vùng quê?. Những câu hỏi như vậy có ảnh hưởng đến vị trí và thời điểm nên đặt quảng cáo. Bằng cách nghiên cứu thống kê các độc giả của những tờ báo hoặc tạp chí cũng như là các xếp hạng trên truyền hình và những số liệu thống kê khác, một cơ quan quảng các có thể đi đến quyết định sáng suốt nhất trong việc tiếp cận những khách hàng tiềm năng. Nghiên cứu chi tiết và tiếp thị chuyên môn là rất cần thiết trong ngày nay khi mà ngân sách cho quảng cáo có thể rơi vào hàng triệu đô la.

Quảng cáo là ngành công nghiệp tốc độ nhanh và áp lực cao. Luôn có nhu cầu về các ý tưởng sáng tạo để thiết lập nên một đặc điểm tiêu biểu cho một sản phẩm trong lòng công chúng. Sự phát triển hiện của quảng cáo làm gia tăng nhu cầu về những nhân viên có tài năng.

Trong quá khứ, phần lớn quảng cáo nhắm vào những gia đình truyền thống- có người cha là trụ cột trong gia đình, người mẹ nội trợ và 2 đứa con. Các nghiên cứu cho thấy chỉ có khoảng 6 phần trăm các hộ gia đình Mỹ là phù hợp với khuôn mẫu này. Thay vào đó, xã hội được phân ra thành nhiều nhóm, với những bà mẹ đi làm, người độc thân và người cao tuổi đang gia tăng. Để thành công nhất, quảng cáo phải xác định được một phân khúc cụ thể và nhắm mục đích thông điệp của nó tới nhóm đó.

Quảng cáo cũng đang tận dụng các công nghệ mới. Đồ họa máy tính được sử dụng để thu hút sự chú ý của người tiêu dùng và giúp họ hiểu được sản phẩm theo một cách khác. Việc sử dụng đồ họa máy tính trong thương mại cho những loại thực phẩm đóng hộp, ví dụ như, đưa ra hình ảnh bao bì mới cho chiếc hộp thiếc.

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22. [1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will...
Đọc tiếp

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22.

[1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will encourage this, of course, but so, too, will affect advertising.

Advertising relies on the techniques of market research to identify potential users of a product. [3] Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars. [4]

Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.

In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non-working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.

Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

According to the passage, most advertising used to be directed at ___________.

A. working mothers with children 

B. older adults 

C. unmarried people 

D. two-parent families with children 

1
28 tháng 7 2019

Kiến thức: Đọc hiểu

Giải thích:

Theo đoạn văn, hầu hết các quảng cáo từng hướng tới

A. bà mẹ làm việc có con                               B. người lớn tuổi

C. người chưa lập gia đình                             D. gia đình hai bố mẹ có con cái

Thông tin: In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children

Tạm dịch: Trong quá khứ, phần lớn quảng cáo nhắm vào những gia đình truyền thống- có người cha là trụ cột trong gia đình, người mẹ nội trợ và 2 đứa con

Chọn D

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22. [1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will...
Đọc tiếp

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct answer to each of the questions from 15 to 22.

[1] Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. [2] The quality of the product will encourage this, of course, but so, too, will affect advertising.

Advertising relies on the techniques of market research to identify potential users of a product. [3] Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars. [4]

Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.

In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non-working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.

Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

The word “this” in the first paragraph refers to ___________.

A. repeatedly buying the same brand 

B. the most important goal

C. the quality of the product 

D. effective advertising 

1
5 tháng 8 2018

Kiến thức: Đọc hiểu

Giải thích:

Từ “this” trong đoạn đầu tiên đề cập đến

A. liên tục mua cùng một thương hiệu           B. mục tiêu quan trọng nhất

C. chất lượng sản phẩm                                  D. quảng cáo hiệu quả

Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising

Tạm dịch: Cho dù họ sản xuất ô tô, thực phẩm đóng hộp hay mĩ phẩm, thì nhà sản xuất vẫn muốn khách hàng mua hàng lại lần nữa. Chất lượng của sản phẩm tất nhiên sẽ khuyến khích điều này, nhưng sẽ tác động tới tới quảng cáo

Chọn A 

Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.          Advertising relies on the techniques of market research to identify potential users...
Đọc tiếp

Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.

          Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.

          Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers. 

          In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group. 

          Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

According to the passage, most advertising used to be directed at______.

A. working mothers with children

B. two-parent families with children

C. unmarried people

D. older adults

1
28 tháng 9 2018

Đáp án B

Theo như đoạn văn, hầu như quảng cáo đã từng đều nhắm tới______.

A. các bà mẹ có trẻ nhỏ. 

B. gia đình gồm cha mẹ và con cái. 

C. những người chưa kết hôn. 

D. những người lớn tuổi. 

Dẫn chứng ở câu đầu đoạn 4: “In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children”- (Trong quá khứ, phần lớn quảng cáo nhắm vào những gia đình truyền thống- có người cha là trụ cột trong gia đình, người mẹ nội trợ và 2 đứa con).

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions.Advertising helps people recognize a particular brand, persuades them tro try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of...
Đọc tiếp

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions.

Advertising helps people recognize a particular brand, persuades them tro try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.

Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be played. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.

Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public’s mind. Current developments in advertising increase the need for talented workers.

In the past, the majority of advertising was aimed at the traditional white family – breadwinner father, non- working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.

Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

It can be inferred from paragraph 2 that advertisers must _______ .

A. encourage people to try new products

B. aim their message at homemakers and professional people

C. know about the people who will buy the product

D. place several ads in newspapers and magazines

1
29 tháng 10 2018

Đáp án C.

Key words: inferred, paragraph 2, advertisers must.

Clue: Advertising relies on the techniques of market research to identify potential users of a product: Quảng cáo dựa vào các kỹ thuật nghiên cứu thị trường để xác định những khách hàng tiềm năng của một sản phẩm.

Chọn đáp án C. know about the people who will buy the product: hiểu biết về những người sẽ mua sản phẩm. Các đáp án còn lại không đúng:

A. encourage people to try new products: khuyến khích mọi người thử các sản phẩm mới.

B. aim their message at homemakers and professional people: nhắm thông điệp tới người nội trợ và những người chuyên nghiệp.

D. place several ads in newspapers and magazines: đăng một số quảng cáo trên báo và tạp chí.