12月英语六级听力原文及答案

大学英语六级考试（又称CET-6，全称为“College English Test-6”）是由国家统一出题的，统一收费，统一组织考试，用来评定应试人英语能力的全国性的`考试，每年各举行两次，以下是小编为大家整理的12月英语六级听力原文及答案，希望对你有所帮助！

Passage3

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead.

Indeed, many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products. Although large companies could easily set up their own advertising departments, write their own advertisements, and buy media space themselves, they tend to use the services of large advertising agencies. These are likely to have more resources and more knowledge about all aspects of advertising and advertising media than a single company. It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising stuff.

The client company generally gives the advertising agency an agreed budget; a statement of the objectives of the advertising campaign, known as a brief; and an overall advertising strategy concerning the message to be communicated to the target customers. The agency creates advertisements and develops a media plan specifying which media will be used and in which proportions. Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of a country before a final choice is made prior to a national campaign.

Q22、 What is probably the best form of advertising according to the speaker?

Q23、 What does the speaker say is the purpose of many organizations using prestige adverting?

Q24、How do large companies generally handle their advertising?

Q25、 What will advertising agencies often do before a national campaign?

Passage3参考答案

Q22、A. Word-of-mouth advertising.

Q23、 D. To build up their reputation.

Q24、D. By using the services of large advertising agencies.

Q25、 C. Pre-test alternative ads or commercials in certain regions.