【题干】The AIDA model is the foundation of modern marketing and advertising practice. It outlines the four basic steps that can be used to persuade potential customers to make a purchase. The first three steps lie in creating attention ( A) , developing interest (I), and building desire (D) for the product, before the fourth step- -the “call to action”(A)- tells them exactly how and where to buy. AIDA can channel the customer' s feelings through each stage of the communication process toward reaching a sale.
Attracting the customer' s attention is the first challenge, and this may be achieved by using an attractive phrase, offering a discount or something for free, or demonstrating how a problem can be solved. Once someone ' s attention has been seized, it must be turned into real interest. This is best done by providing a brief description of the product 's benefits to the consumer, rather than simply listing the product' s main features. Problem-solving claims,or results-based advice can be used to create desire,before finally laying out a simple way for that desire to be met- -the means to buy. On website advertising, this might be a direct link; on TV or print, it may be a website or telephone number.
In the movie industry, the stages of AIDA are used to great effect. Movie studios often begin their marketing campaigns months in advance with giant posters to attract attention to the new movie. Short attractive previews follow ,which develop interest by offering an attractive glimpse of the movie without giving too much away. Desire is inspired by the release of the full preview, which is carefully designed to show the exciting moments of the movie, from special effects to humorous lines of dialogue. On the opening weekend,advertisements in newspapers and on television focus on the movie’s release , inviting the consumer to go and buy a ticket.
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1、[阅读理解]What is the purpose of creating the AIDA model?
A. To promote potential sales.
B. To simplify the daily business.
C. To describe the types of markets.
D. To lay the foundation for advertising.
2、[阅读理解]What did the writer think of his experience of learning to play chess?
A. It helped him remain calm.
B. It helped him train his brain.
C. It made him proud of himself.
D. It made him question himself.
3、[阅读理解]Which of the following is closest in meaning to“sitting on the sidelines” in Para. 3?
A. Not being noticed.
B. Expressing vague ideas.
C. Not being involved.
D. Following what others do.
4、[阅读理解]What can be learned from the study?
A. Cats take food no matter who feeds them.
B. Cats refuse food from unhelpful strangers.
C. Dogs refuse food from those who anger them.
D. Dogs take food no matter how they are treated.
5、[阅读理解]Clerk: Hello, this is the front desk. (1)?
Brown: Hello, I need to catch a plane tomorrow at 9 a. m.(2)?
Clerk: Of course.(3) ?
Brown: Room 423.
Clerk: OK, we will call you then.(4)?
Brown: Yes. I need a taxi for 7 a. m. Could you do me a favor?
Clerk: No problem.(5)?
Brown: Yes, thanks for your help.
Clerk: It's my pleasure.
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