# Advertising effect - 科目：雅思听力真题（Part 4） - 考频：中频 - 最近考试：2023.8.26/2021.7.31/2020.7.16/2019.5.11Asia/2019.3.23(Asia)/2017.12.26/ 2016.7.14/2012.10.13 - 题目数：10 - 来源页：https://www.yaquan.site/paper/348e559c-2eff-44b3-ba29-3c8c733f955e（在线机考练习与音频请访问该页面） - 数据更新：2026-10-29 ## 题目原文 00:00:00,960 Section four. You will hear part of a lecture about factors you should consider when creating advertising materials and the effects they can have on your product sales. First, you have some time to look at questions thirty-one to forty. 00:00:20,26 Now listen carefully and answer questions thirty-one to forty. 00:01:05,340 Hello, class, and welcome back to Marketing Strategies. This week, I will expand upon last week’s lecture by talking about factors you should consider when creating advertising materials and the effects they can have on your product sales. Lesson one: limit your advertising to the geographic area of your target market. 00:01:28,980 Though you may have a product that people want in a large area, the distance that customers are willing to travel is a significant factor in their choice of where to purchase that product. Take this example. If you’re really hungry and decide you want a burrito, would you choose the restaurant that is a block from your apartment or the one that is just as good, or even slightly better, across town? Of course, you’d pick the closer restaurant. 00:01:58,740 Next, there’s the method of communication to your target market. How do you decide among radio ads, TV commercials, flyers, or even word of mouth? While we often think of the visual presentation of ads, there’s much more to advertising than the look. Studies show that consumers are much more likely to remember advertising slogans if there’s also a sound bite. Did you know that your sense of smell is closely linked with memory? Think about Mandy’s Candy Store up the road. Every time you walk past it, you can just smell the chocolate, right? I bet you can almost smell it now. Just mentioning the name brings about the smell memory and in turn, a chocolate craving. What better way to sell chocolate bars? 00:02:50,740 Obviously, sometimes appealing to the senses isn’t the most practical way to advertise. For example, it’s a good idea to come up with a marketing strategy that adapts to the product, especially digital products. The flexibility of this kind of products is extremely important, so it’s very common for advertisers to form one single layout for all of their ads, the visual, the medium, even the majority of the content, and simply update the ad each time they come out with a new version. Remember, advertising is all about stirring up the right feeling in your potential customers, whether by stimulating the senses, appealing to the intellect, and so on. Once the customer experiences the ad, the important thing is his or her reaction. Someone could love the ad you made, but unless he or she considers buying the product, you failed to get the reaction you were looking for. 00:03:55,960 So once you have successfully reached your target customer and you have his or her business, often you’ll want to expand to a larger market. More often than not, the same marketing strategies you used in your small campaign may not work for a larger audience. The larger you scale your product, the more factors you must consider. 00:04:18,760 For instance, Apple operates worldwide, so they must tailor their advertising for each market they enter. Often you’ll see Apple ads on international flights that appear not only in English, which is the lingua franca of most regions, but also in the native languages of the majority of passengers. 00:04:40,860 I traveled to Russia last week, and it was really interesting to see the same Nike ad that I’ve seen a hundred times, except this time it was in Russian. 00:04:52,080 Okay, going back to the medium of the advertisement, even after choosing to create print ads instead of radio announcements, television commercials, et cetera, there is more to consider. If you print your ad in a newspaper, it will be read by a far different audience than if you print your ad in a popular magazine. Would you put an ad for the new Justin Bieber album in a newspaper? Probably not, because that product is most suitable for youths. 00:05:21,000 Let’s face it. Do you know anyone under the age of twenty-five that buys a newspaper? No. Now let’s try a few strategy exercises. 00:05:31,320 Imagine you’re a company that is aiming to improve the environment by making products that reduce human waste. How would you advertise your product? Clearly, it would send the wrong message if you put up flyers or other materials that cause lots of waste paper. 00:05:48,680 Consider instead putting commercials on the health channel or buying ad space on websites like UNESCO. 00:05:57,560 Or here’s another example. What is one great place to advertise suntan lotion? How about a swimming pool? 00:06:05,820 It has the exact group of people that need the product. All right. One last thing. Let’s say you’re filming a commercial for a water filter pitcher. What would be good scenery to use for the background? Think about somewhere calm and relaxing with clean, fresh water. Can’t you see how much more effective a commercial with the beautiful scenery and flowing rivers of a national park would be than, say, water dripping from a tap? So to wrap things up today, think about the geography of your target market, the type of marketing material you should use, and the most effective way to appeal to the customer in order to make a successful ad campaign. That is all I have for you today. Make sure to read through chapter eight for Monday if you have not done so already. 00:06:56,700 Okay, now I’d be happy to answer any questions you may have. 00:07:04,380 That is the end of section four. You now have half a minute to check your answers. ## 题目与答案 ### 31. The important factor to consider ·The 31_____ customers can travel affects the probability that they will buy the products The important factor to consider ·The 31_____ customers can travel affects the probability that they will buy the products **答案**：distance 原文定位：the distance that customers are willing to travel is a significant factor in their choice of where to purchase that product 同义替换：「buy」↔「purchase」；「affects」↔「significant factor」 ### 32. Methods of communication ·Advertising slogans are easier to remember if there is a 32_____ , played with them. Methods of communication ·Advertising slogans are easier to remember if there is a 32_____ , played with them. **答案**：sound bite 原文定位：Studies show that consumers are much more likely to remember advertising slogans if there’s also a sound bite 同义替换：「easier to」↔「much more likely to」 ### 33. ·Mandy`s Candy Store appeals to people`s sense of 33_____ to draw in customers. ·Mandy`s Candy Store appeals to people`s sense of 33_____ to draw in customers. **答案**：smell 原文定位：Did you know that your sense of smell is closely linked with memory? Think about Mandy’s Candy Store up the road. Every time you walk past it, you can just smell the chocolate, right ### 34. ·To an Ad campaign for digital products, it is 34_____ that is extremely important. ·To an Ad campaign for digital products, it is 34_____ that is extremely important. **答案**：flexibility 原文定位：the flexibility of this kind of products is extremely important ### 35. Effect on your product sales ·The customer`s 35_____ after he or she experiences the Ad is most important. Effect on your product sales ·The customer`s 35_____ after he or she experiences the Ad is most important. **答案**：reaction 原文定位：Once the customer experiences the ad, the important thing is his or her reaction ### 36. Marketing strategies ·On international flights, it is wise for advertisements to be displayed in the common 36_____ of most passengers. Marketing strategies ·On international flights, it is wise for advertisements to be displayed in the common 36_____ of most passengers. **答案**：language 原文定位：Often you’ll see Apple ads on international flights that appear not only in English, which is the lingua franca of most regions, but also in the native languages of the majority of passengers 同义替换：「most」↔「the majority of」 ### 37. ·Very few young people buy 37_____ . ·Very few young people buy 37_____ . **答案**：newspaper 原文定位：Do you know anyone under the age of twenty-five that buys a newspaper 同义替换：「Very few young people」↔「anyone under the age of twenty-five」 ### 38. ·The UNESCO website would be a good place to advertise for companies aiming to improve the 38_____ . ·The UNESCO website would be a good place to advertise for companies aiming to improve the 38_____ . **答案**：environment 原文定位：Imagine you’re a company that is aiming to improve the environment by making products that reduce human waste ### 39. ·One good location to place Ads for sunscreen is the 39_____ . ·One good location to place Ads for sunscreen is the 39_____ . **答案**：swimming pool 原文定位：What is one great place to advertise suntan lotion? How about a swimming pool 同义替换：「sunscreen」↔「suntan lotion」 ### 40. ·A good scene for a water purification commercial would be 40_____ . ·A good scene for a water purification commercial would be 40_____ . **答案**：national park 原文定位：Can’t you see how much more effective a commercial with the beautiful scenery and flowing rivers of a national park would be than, say, water dripping from a tap 同义替换：「good scene」↔「beautiful scenery」 --- 以上内容由鸭圈雅思真题库（www.yaquan.site）提供，收录近期雅思考试真题回忆，支持在线机考模式免费练习。