《国际商贸英语》期末复习试题A及答案.doc

PAGE 9 商务英语试卷A Part I Listening (10 points) Jeremy Thorpe Woods, Head of Planning at Saatchi and Saatchi, a leading advertising agency based in London, talks about advertising campaigns. Listen to the first part of the interview and answer these questions. What does Jeremy say is the most important thing about advertising nowadays? _____________________________________________________________ What are the key elements of a good advertising campaign, according to Jeremy? ______________________________________________________________ ______________________________________________________________ B. Listen to the second part of the interview and complete the flow chart. Planning and launch stages of an advertising campaign Stage 1 Discussion with _________ Talk about their _________ _________ and _________ . Develop a _________ ________. Stage 2 ____________ stage Observe the target audience, get to know them through _________ ________. Stage 3 Develop a _______ _________. Talk to your creative partners about ________ _______________. Discuss the communication idea with your _________. Go back to your _________ ___________. Stage 4 Make the ________ _________. Use ________ ___________ to track how it is working. Part II Vocabulary (10%) Match these word partnerships to their meanings. The name given to a product by the company that makes itUsing an existing name on another t The name given to a product by the company that makes it Using an existing name on another type of product The ideas and beliefs people have about a brand The tendency to always buy a particular brand How familiar people are with a brand The set of products made by a company The use of a well-known person to advertise products When products are used in films or TV programs The introduction of a product to the market The length of time people continue to buy a product 1. loyalty 2. image 3. stretching 4. awareness 5. name launch life-cycle ran