新交际英语阅读教程3-Unit1-Advertising课后习题答案.docxVIP

Unit1 Advertising Reading and Studying Reading Comprehension 1)F 2)T 3)T 4)T 5)F 6)F 7)F 8)F 9)T 10)T 1) Because of the anti-obesity efforts, Coca-Cola gained the upper hand not only in the obesity debate, but also against its competition. 2) Companies doing their utmost to stay ahead of the competition, delivering exceptional services, products and not sustainability pledges to the consumers. 3) They are the Arctic Home campaign by Coca-Cola, and the Refresh Project by Pepsi. The message conveyed by the strategies is sustainability. 4) The new information is how sustainability communication is also used as a strategic tool, dealing with top-management decisions rather than a green flash in the marketing plan. 5) Because obesity has been rated as one of Coca-Cola’s two biggest financial risks. The move is to deal with the challenge, thus securing the investors’ interests. 6) It is because Coca-Cola admits that its high-sugar drinks are part of the obesity problem. By finally facing its own demons, Coca-Cola can focus on building real trust with consumers. 7) If you stand up to the challenge and face your real enemies, the threat can be turned into an opportunity. Language Focus 1. 1) scrutiny 2) tackle 3) tactical 4) stakeholder 5) savvy 6) pledge 7) proactive 8) obesity 9) (has) launched/launches 10) encompass 2. 1) stay ahead of 2) pull back 3) engage in/be engaged in 4) in support of 5) fizzled away 6) at stake 7) was faced with 8) came to 9) stand up to 10) end up 3. B 1) technical challenge 2)a lack of communication 3) politically engage 4) hold a competition 5) effective marketing 6) intense/fierce competition 7) overall strategy 8) marketing director 9) a shock move 10) engaged in 11) passive consumers 12) direct challenge 13)regular communication 14) ordinary consumers 15) made the right move 16) cheaper strategies 4、 1) 自从可口可乐致力于抗肥胖产品研发以来，评论家的指责令该公司的雇员