阅读试题

You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses. You like the idea because it seems easy to do and economical. However, you've never tried this before so you question whether this method will bring you customers.

Let me say this first, "All Forms of Advertising Work! " However, you have to clearly understand how the advertising medium works and realize that each form has its Limitations along with costs associated with it.

Advertising in any medium has always been about repetition and getting your name remembered. It's called "Branding". Study businesses that use television commercials, They are constantly repeating their business message 1000's of times a day. They are the best free examples to watch and learn from.

So for your business, you can conclude that the more your prospects see your name or message repeated. the easier it is for them to get to know you and what you offer. Then it becomes an easier task to get them to buy from you. So how does post card advertising work? You create an ad on a post card. This can be done in your favorite graphics or word program. Then use the mail merge feature in the program to insert mailing addresses automatically. In case you haven't set up your address book you would need co do this before you do a mail merger.

Print out the cards, stamp them and then mail them out. If done correctly and repeated over and over again your customer base will grow. This is the simple mechanics of post card advertising.

How much should you send out? I would start small and build from that. This gives you the ability to spend a little at a time while measuring how much each mail out converts. This keeps your advertising costs down and manageable.

Start with ,500 post cards a month. Only target prospects you know that would use your product and/or services. Then I would repeat the mail out to the same group over the next 1-2 years.

Even if they do not buy the first or second time after they've received your card, t.hey are beginning to get to know you and your product and/or services. As time goes by your chances of converting them to a buyer increases.There is also a good chance that those you target may pass your offer onto someone else.

测试题

11.Branding is a way of advertising that get the customers remember the brand of a product by means of_________.

12.What can one learn about from the businesses that use TV commercials?

13.One can do a mail merger only after he___________.

14.What should be done in order to keep the advertising costs down and manageable?

15.Post cuds must be kept sending for one or two years to the same group of___________.

选项翻译与答案详解

11.[repetition]
[定位]根据Branding查找到第3段开头两句。
解析：第3段第2句表明该段首句为Branding的定义，对比该句与题目可以知道．原文中提到的repetition就是广告的方式。

12.[Branding]
[定位]根据TV commercials查找到第3段。
解析：作者在第3段首先提到Branding的定义，接着指出可以向在电视上卖广告的企业学习．虽然原文没有明确指出学习什么，但这些内容是承接Branding的定义的。由此可推断我们可以从那些企业身上学关于Branding的方法，因此本题答案为Branding。

13.[sets up his address book]
[定位]根据mail merger查找到第5段末句
解析：要回答本题，就要找到第5段末句中this的所指，代词一般回指上文的信息，在该句中，this回指句子开头的“创建自己的地址簿”，另外，因为题目空白处前主语是he，因此原文的your(address book)要相应地改为his，最终的答案应为sets up his address book。

14.[Start small and build from that]
[定位]根据keep the adverting costs down and manageable查找到笫7段。
解析：第7段第2句指出一种做法，第3句和第4句是这种做法导致的结果，题目提及的内容与第4句相同，由此可见，为了达成题目所述的目的，就要按原文该段第2句的做法去做，因此本题答案为Start small and build from that。

15.[prospects]
[]定位]根据one or two years查找到倒数第2段。
解析：题目与倒数第2段末句内容相同，原文中的same group是相对于该段第2句中的prospects的，即same group是指同一群潜在客户，因此，题目的空白处应填prospects。