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1、中级阅读-阅读3(总分：45.00，做题时间：90分钟)一、Test 1 Read the text below about the stages of advertis ing strategy. Choose the best word or phrase to fill each gap fromA, B, C or D on the oppositepage. For each questi on, mark one letter(A, B, C or D)on your An swer Sheet.(总题数：1,分数：15.00)Stages of Advertising Strat
2、egyAs a business begins, one of the major goals of advertising must be to develop awareness of the business and its products. Once the business reputation is established and its products are positioned within the market, the (19) of resources used for advertising will decrease as the consumer develo
3、ps a kind of (20) to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on (21) of the product or service.Essential to th
4、is rather abstract process is the development of a positioning statement. A positioning statement explains how a companys product (or service) is (22) from those of key competitors. With this statement, the business owner (23) intellectual objectives into concrete plans. In addition, this statement
5、acts as the (24) for the development of a selling proposal, which is (25) of the elements that will (26) up the advertising messages copy platform. This platform delineates the image, copy,and art work that the business owner believes willsell theproduct.With these concrete objectives, the following
6、 elements of the advertising strategy need to beconsidered. (27) audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often (28) to as the creative mix. Again, what most advertisers (29)from the beginning is clear
7、 planning and flexibility. And (30)to these aims is creativity and the ability to adapt to new market trends. A (31) advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the targe
8、t consumer, providing (32) opportunities for this consumer to become (33) with the advertising message.(分数：15.00 )(1) .A sum B total C amount D volume(分数：1.00 )A.B.C. VD.解析：解析 此题考查的是近义词辨析。amount数量”，the amount of resources used foradvertising可用于广告宣传的资源数量”。干扰项解析sum 总数，金额”；total 合计，总计”；volume 量，体积”。(2)
9、 .A curiosity B interest C ignorance D loyalty(分数：1.00 )A.B.C.D. V解析：解析 此题考查的是对上下文的理解及四个选项的含义。后一句指明“这一建立起来并逐步增长的 客户基础将会帮助公司”，customer base “客户基础”，此乃该题的语境线索，由此可推断出“逐渐 发展成一种客户忠诚度”。 loyalty “忠诚，忠心”； customer loyalty “客户忠诚度”。 干扰项解析 curiosity “好奇”； interest “兴趣”； ignorance “无知”。(3) .A behalf B basis C ba
10、se D cost (分数： 1.00 )A. VB.C.D.解析：解析此题考查的是固定短语搭配。 on behalf of “代表 , both through its purchasing actions and its testimonials on behalf of the product or service“通过购买行为以及向他人推荐 产品或服务”干扰项解析on a basis of “以为基础”；base底部，根基，基础；以为基地”， be based on以为基础；cost “费用、成本、代价”，at a cost of“花费了， at the cost of “以为代价”。
11、(4) .A protected B differentiated C discriminated D separated(分数： 1.00 )A.B. VC.D.“品牌定位”；此句意为：品牌定“区分”。separate “分离”。语义与上下文解析： 解析 此题考查的是四个选项的含义。 positioning statement 位解释了公司的产品如何与其他竞争品牌的产品相区分。 differentiate 干扰项解析 protect “保护”； discriminate “歧视，区别待遇”； 不符。分数： 1.00 )(5) .A puts B keeps C turns D takesA.
12、B.C. VD.解析：解析此题考查的是动词短语的搭配。turn.into “将转化为”；turns intellectualobjectives into concrete plans“将理性目标转化成具体计划”。干扰项解析put.into “把放入”；其他动词不与into搭配使用。(6) .A ground B fundamental C root D foundation(分数： 1.00 )A.B.C.D. V解析： 解析 此题考查的是近义词辨析。 foundation “基础”，此句意为：这一定位成为制订销售计划的 基础。 干扰项解析 ground “地面”； root “根本”； f
13、undamental “基本原则，基本原理”。(7) .A comprised B composed C consisted D made (分数： 1.00 )A.B. VC.D.解析：解析此题考查的是近义词辨析。be composed of “由组成。此句意为：销售计划包含了组成广告讯息的“文案规范 (copy platform) ”的因素。干扰项解析comprise “包含，由组成”，故此处无需用被动语态；consist of 由组成，此处无需用被动语态；be made of 用造成”。(8) .A make B turn C show D face(分数： 1.00 )A. VB.C.
14、D.解析：解析此题考查的是动词短语搭配。make up 组成”。干扰项解析turn up出现”；show up “揭露，露出”；face up to (鼓起勇气)面对”。(9) .A aim B target C objective D goal(分数： 1.00)A.B. VC.D.解析： 解析 此题考查的是近义词辨析。 target audience “目标受众”，属习惯用法。干扰项解析aim 目标，瞄准”；objective 目标，目的”；goal目的，目标”。(10) .A mentioned B described C referred D pointed(分数： 1.00)A.B.
15、C. VD.解析：解析此题考查的是动词与介词的搭配。refer to “提到，谈到”，are often referred to as the creative mix 意为“经常作为创意组合被提及”。 干扰项解析 mention “提及”，及物动词； describe “描述”，及物动词。(11) .A focus B stress C direct D point(分数： 1.00)A.B. VC.D.解析： 解析 此题考查的是四个选项的含义。 what most advertisers stress from the beginning“大多数广告客户从一开始就强调的是”。stress “强调，着重”，及物动词。 干扰项解析 focus “聚焦，注视，集中”， focus on sth. ； direct “指导”； point “指向，表明”。(12) .A way B approach C path D key(分数： 1.00 )A.B.C.D. V解析： 解析 此题考查的
