Advertisement can be thought of "as the means of known in order to buy or sell goods or services". Advertisement aims to increase people’s awareness and arouse interest. It tries to inform and to persuade. The media are all used to spread the message. The press offers a fairly cheap method, and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction.
Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertisement.
There can be no doubt that the growth in advertisement is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and medicines have been built up largely by advertisement.
We might ask whether the cost of advertisement is paid for by the producer or by the customer. Since advertisement forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertisement. However, if large scale advertisement leads to increased demand, production costs are reduced, and the customer pays less.
It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand. When the market is shrinking, advertisement may pr a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them.
Advertisement is mainly paid for by ______.

the customer

B. the producer

C. increased sales

D. reduced prices

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【单选题】A scientist who wants to predict the way in which consumers (消费者) will spend their money must study consumer behavior. He must obtain data both on the resources of consumers and on the motives that te...

rely on traditional assumptions about earning and spending

try to encourage or discourage consumers to spend money

carry out investigations on consumer behavior and get data on consumers incomes and money spending motives

do researches in consumer psychology in a laboratory

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【单选题】23（） A. in great measure B. in brief C. all in all D. at least

Silence is unnatural to man. He begins life with a cry and ends it in stillness. In the interval he does all he can to make a noise in the world, and there are few things 21 he stands in more fear than of the 22 of noise. Even his conversation is 23 a desperate attempt to prevent a dreadful silence. If he is introduced to a fellow mortal and a number of pauses occur in the conversation, he regards himself as a failure, a worthless person, and is full of 24 of the emptiest-headed chatterbox. He knows that ninety-nine percent of human conversation means 25 the buzzing of a fly, but he longs to join in the buzz and to prove that he is man and not a wax-work figure. The object of conversation is not, 26 the most part, to communicate ideas; it is to keep up the buzzing sound. Most buzzing, 27 is agreeable to the ear, and some of it is agreeable even to the 28 . He would be a foolish man, however, who waited until he had a wise thought to take part in the buzzing with his neighbors. Those who despise the weather as a conversational opening seem to be ignorant of the reason why human beings wish to talk. Very few human beings join in a conversation in the hope of learning anything new. Some of them are 29 if they are merely allowed to go on making a noise into other people’s ears though they have nothing to tell them except that they have seen a new play. At the end of an evening during which they have said nothing at immense length, they justly 30 themselves on their success as conversationalists.

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