task4题目 Reading Part:

　　Target Marketing

　　Advertisers in the past have used radio and television in an attempt to provide information about their products to large, general audiences; it was once thought that the best way to sell a product was to advertise it to as many people as possible. However, more recent trends in advertising have turned toward target marketing.

　　Target marketing is the strategy of advertising to smaller, very specific audiences –audiences that have been determined to have the greatest need or desire for the product being marketed. Target marketing has proved to be very effective in reaching potential customers.

　　Listening Part:

　　Now listen to part of a lecture on this topic in a marketing class.

　　Professor(male) Nowadays something you notice more and more is television commercials that are made specifically for certain television programs. So, let's say, uh, a company wants to sell a telephone, a cell phone. Now during TV shows that young people watch, you know shows with pop music or teen serials, they create a commercial that emphasizes how fun the phone is. You know, the phone has bright colors and they show kids having a good time with their friends. And, well, the company wants the kids watching TV at this time to want to buy this phone, this phone that’s made especially for them.

　　But, the same company will make a different commercial to be shown during, say, a program about business or a business news show. Now, for this group of people, business people, the company will have to show how efficient their phone is, how it can handle all business easily and maybe even save money. And here is the thing: it’s basically the same phone. The company has just made two different commercials to appeal to different groups of people.

　　Question:

　　Using the professor ’s examples, explain the advertising technique of target marketing.

　　答案解析：

　　1. Reading key

　　(1.1) Term: target marketing

　　(1.2) Definition: target marketing is the strategy of advertising to smaller, very specific audiences

　　2. Listening key

　　(2.1) Example 1

　　(2.1.1) Who: young people

　　(2.1.2) When: shown during pop music programs

　　(2.1.3) How: how colorful the phone is; kids having good time with friends; fun to use

　　(2.2) Example 2

　　(2.2.1) Who: business people

　　(2.2.2) When: shown during business news show

　　(2.2.3) How: how efficient the phone is; handles all business; save money

　　(2.3) Conclusion: same phone, different ad for different audiences group