商务英语BEC中级口试综合指导（八）

回答问题时简明扼要

    Answer to question 1

    There are two main aspects we must take into consideration when judging the objectives of a specific advertising program.  Firstly, we must decide what major category the product belongs to.  Secondly, the current sales situation of the product on the market should be considered.

 

    Answer to question 2

    I think the advertisement costs can be controlled by two ways.  The first way is to choose the most economically-efficient media, such as newspaper or radio rather than TV slots, for the former two will reach the general public at a relatively low cost. The second way is to ensure that the quantity of advertisement is appropriate, with no space for waste.

   

    Answer to question 3

    Since my company’s manufacturing mainly focuses on food products, I believe TV may be the best media for advertisement.  Because TV reaches the most extensive mass and seems to serve a very strong influence on children and women, who compose the major consumers of our products.

 

    Answer to question 4

    Yes, I quite agree with you.  Because the market situation keeps changing almost without stop, timely adjusting is of key importance leading to a successful launch of an advertising program.  But it never reduces the significance of preparation.

 

    Answer to question 5

Thank you for your interest in our company.  Actually, our company adopted this evaluating system last year.  It has worked very well up till now, providing us with a set of quantified standards in evaluation, which are much more objective in comparison with previously man-made criteria.

 

    Answer to question 6

    It cannot be denied that advertisement is a very effective way of sales promotion, but I don’t think it is the only way to do this.  Cutting prices, for example, sometimes generates the same result as advertisement does.  And that’s a more direct way, and is money-saving.