The great advantage of advertising over other types of promotion is its ability to reach mass audiences quickly at a low cost per person reached. It is also the form of promotion over which the company has the greatest control. For example, when a publicity release is distributed to the media, it may be edited, rewritten, or even ignored. In an advertisement, however, the company can say whatever it chooses to say, so long as it stays within the boundaries of the law and conforms to the moral and ethical standards of the advertising medium and trade associations. For this reason, many companies use advertising to communicate their positions on current issues to the public.
Advertising is an effective means of introducing a new product nationwide and generating sales leads. In addition, it can rekindle interest in a product whose sales have grown sluggish.
Little wonder, then, that businesses of all kinds allocate large sums of money for advertising. The percentage of income a company spends on advertising varies according to the product and the market. A cosmetics company, for example, may spend 30 percent or more of its total sales dollars to promote its products in a highly competitive market. Yet a company that manufactures heavy industrial machinery may spend less than 1 percent.
商务英语复习资料 第 7 页 （共12页）
（ B ）1. Advertising is different from other forms of promotion because it is ________.
A. personal B. non-personal C. attractive D. popular
（ D ）2. Which of the following is not the common thing that advertising and other forms of promotion share?
A. They are used to sell goods. B. They are used to promote services. C. They are used to sell ideas.
D. They are used to make face-to-face contact.
（ A ）3. Why is advertising used to communicate with some other businesses according to the passage?
A. Because they may be consumers or retailers. B. Because they are competitive enterprises. C. Because advertising will do good to them. D. Because advertising is easy to understand.
（ C ）4. It can be concluded from the passage that the advantages of advertising are as follows except ___________.
A. reaching mass audiences quickly B. being at a low cost per person reached C. resulting in better goods and services. D. company’s greatest control over advertising
（ B ）5. According to the passage, 30 percent or more of its total sales may be spent on advertising by ________.
A. a machinery manufacturer B. a cosmetics company C. a food company or a publisher D. a computer company
商务英语复习资料 第 8 页 （共12页）
Complaining
Complaining about faulty goods or bad service is never easy．Most people dislike making a fuss．But if something you have bought is faulty or does not do what was claimed for it, you are not asking for a favor to get it put right．It is the shopkeeper’s responsibility to take the complaint seriously and to replace or repair a faulty article or put right poor service, because he is the person with whom you have entered into an agreement.
Complaints should be made to a responsible person．Go back to the shop where you bought the goods, taking with you any receipt you may have．If you telephone, ask the name of the person who handles your enquiry, otherwise you may never find out who is to deal with the complaint later.
Even the bravest person finds it difficult to stand up in a group of people to complain．So, if you do not want to do it in person, write a letter．Stick to the facts and keep a copy of what you write．At this stage you should give any receipt numbers, but you should not need to give receipts or other papers to prove you bought the article．If you are not satisfied with the answer you get, or if you do not get a reply, write to the managing director．Be sure to keep copies of your own letters and any letter you receive.
1．A customer may make a complaint because _____B__. A．he dislikes causing a fuss
B．the article does not do what was claimed for it C．he wants to ask for a favor
D．he was at fault in buying the article
2．According to the passage, which of the following is not mentioned in the agreement
between the shopkeeper and the customer? B A．To take his complaint seriously. B．To sell him the goods.
C．To replace or repair a faulty article. D．To put right poor service.
3．Which of the following statements is not true according to the passage? C A．Complaints should be made to a responsible person.
B．You should bring with you the receipt when you go back to complain. C．Send the receipt with the letter when you write to complain.
D．Many people find it difficult to stand up in a group of people to complain. 4．When complaining on the telephone ________.D A．you should speak direct to the owner B．you must ask for the manager.
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