7[阅读题,10分] Advertising is defined as any paid form of non-personal presentation made by an identified sponsor through a mass communication medium on behalf of goods, services, or ideas. Advertising is distinguished from other forms of promotion in many ways. First, it is paid for --- in contrast to publicity, which seeks to attract attention in the news media and elsewhere without making any direct payment. Advertising also is “non-personal” in that it is done through television, newspapers, radios, the internet, and other media, in contrast to the face-to-face contact that takes place in personal selling. What advertising has in common with other forms of promotion is that it can be used not only to sell goods like soap or automobiles but also to promote services such as banking and insurance. It can even be used to sell ideas that may not be concerned with profit at all --- drug-abuse prevention, for instance, or population control. Advertising is used to communicate both with consumers and with other businesses. Trade and industrial advertising is important if businesses are the ultimate consumer of a product or if other businesses play an important role in getting the product to the consumer. For example, retailers such as supermarkets and bookstores have limited shelf space on which to display the flood of new product offerings. Thus, these retailers are important targets for the advertising messages of food companies and publishers. The great advantage of advertising over other types of promotion is its ability to reach mass audiences quickly at a low cost per person reached. It is also the form of promotion over which the company has the greatest control. For example, when a publicity release is distributed to the media, it may be edited, rewritten, or even ignored. In an advertisement, however, the company can say whatever it chooses to say, so long as it stays within the boundaries of the law and conforms to the moral and ethical standards of the advertising medium and trade associations. For this reason, many companies use advertising to communicate their positions on current issues to the public. Advertising is an effective means of introducing a new product nationwide and generating sales leads. In addition, it can rekindle interest in a product whose sales have grown sluggish. Little wonder, then, that businesses of all kinds allocate large sums of money for advertising. The percentage of income a company spends on advertising varies according to the product and the market. A cosmetics company, for example, may spend 30 percent or more of its total sales dollars to promote its products in a highly competitive market. Yet a company that manufactures heavy industrial machinery may spend less than 1 percent. 1.（ ）Advertising is different from other forms of promotion because it is ________. A. personal B. non-personal C. attractive D. popular 2.（ ）Which of the following is not the common thing that advertising and other forms of promotion share? A. They are used to sell goods. B. They are used to promote services. C. They are used to sell ideas. D. They are used to make face-to-face contact. 3.（ ）Why is advertising used to communicate with some other businesses according to the passage? A. Because they may be consumers or retailers. B. Because they are competitive enterprises. C. Because advertising will do good to them. 4.（ ）It can be concluded from the passage that the advantages of advertising are as follows except ___________. A. reaching mass audiences quickly B. being at a low cost per person reached C. resulting in better goods and services. D. company’s greatest control over advertising 5.（ ） According to the passage, 30 percent or more of its total sales may be spent on advertising by ________. A. a machinery manufacturer B. a cosmetics company C. a food company or a publisher D. a computer company

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