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While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what percentage of a firm' s overall promotional budget should be allocated to advertise versus consumer- and trade-oriented promotions.(1)____ This relocation depends on a number of factors, including the specific promotional objectives of the campaign, the market and competitive situation, and the brand's stage in its life cycle.(1)____
Consider, for example, what allocation of the promotional budget may vary according to a brand's stage in the product life cycle.(3)____ hi the introductory stage, a large amount of the budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. In the growth stage, moreover, promotional dollars may be used primarily for advertising to stress brand differences and keep the brand name in competitors' minds.(4)____(5)____ When a brand moves to the maturity stage, advertising is primarily a reminder to keep consumers aware the brand.(6)____ Consumer-oriented sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users. and protect against competition Trade-oriented promotions needed to maintain shelf space and accommodate retailers' demands for better margins as long as encourage them to promote the brand.(7)____(8)____ A study on the synergistic effects of advertising and promotion examined a brand in the mature phase of its life cycle and has found that 80 percent of its sales at this stage was due to sales promotions.(9)____(10)____ When a brand enters the decline stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

答案解析
文章大意
本文讨论的是公司的预算分配。在广告投入和促销投人之间．公司应该以什么比例来分配预算。预算的分配由一定因素决定，如具体的销售目标、市场和竞争状况以厦品牌所处的生命周期阶段等。文章详细分析了在产品不同的生命周期阶段．如开端期、发展期、成熟期以及衰落期，促销预算的分配变化。
答案详解
1．advertise→advertising语法错误。be allocated to...表示“被分配到……”，后面接名词。此处是将广告促销、消费者导向促销及贸易导向促销的预算分配情况进行比较．均为名词概念。advertise是动词，这里应该用动名词形式advertising表示名词的含义。
2．relocation→allocation词忙错误。此处考查形近词的辨析。relocation意为“再分配，重新安置”，allocation意为“分配，安置”。此处并没有提到“再”分配，且根据上句动词allocated的提示，可知这里应改成allocation。这句话的意思是“这样的分配取决于很多因索，如具体的销售目标、市场和竞争状况以及品牌所处的生命周期阶段。”
3．what→how语法错误。从甸中并不缺指示的内容。故无需what引导。how表示方式，在该句中措的是促铺预算的分配如何变化，所以要改为how。
4．moreover→however语篇错误。上文说在品牌的起始阶段。促销预算主要用于一些销售手段，例如赠送样品等，接下来说的是在品牌周期的第二阶段，即发展阶段，促销预算就主要是用来强调产品差异井让消费者脑海里对该产品留有印象。两个阶段促销预算目的不同，所以，这里应该表示转折关系而不是递进关系，改为however。
5．competitors→consumers'语篇错误。促销的目的不在手给竞争对手留下印象，而是为了扩大销售，利益最大化。所以，促销的直接效果是给消费者留下印象，从而实现产品营销，赚取利润。所以要改为consumers’。
6．aware∧→of词汇错误。此处考查的是aware的搭配，be aware of或be aware that是固定搭配，意思为“意识到”，of后面接名词或代词，that则引导从句。根据紧接其后的名词the brand可知，此处应该增加of构成固定搭配。
7．∧needed→are语法错误。need to do sth．意为“需要做……”。此处maintain...and accommodate...不是Trade-oriented promotions的内容，而是其要达到的目的，故不能说“贸易导向促销需要保持……以及适应零售商的要求。”此处在needed前加上are意为“被需要”，后面的不定式表目的，符合上下文语义。此形式也与上句consumer-oriented sales...may be needed...to...相对应。
8. long→well词忙错误。as long as意思为“只要”。as wdl as用来表示并列，意思为“也，还”。此处维持货柜空间、迎合零售商获得更高利润的要求以匣鼓励零售商推销该品牌这三者是并列的关系，所以应该用短语as well as。
9．has→has语法错误。此处只是一般胨述，并不强调过去发生并且已经完成的动作对现在造成的影响或后果，所以无需用现在完成时has found。and是并列连词，此处连接两个并列谓语examined和found，为保持谓语动词时态一致，故去掉has。
lO. was→were语法错误。此处考查的是主渭一致。百分比作主语时，谓语动词的单复数形式要视百分比后面所接的名词而定，此处名词是sales（销售量），应该用复数，再结合上下文的时杰，即此处应该改为were。