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II. Read the passage and choose the best answer A, B, C or D.
The purpose of advertising is to (72)….. people to buy things. Nowadays, (73)….., advertisers
don’t attempt to sell a product to everybody; they try to target the product at a particular segment or group
of the population. Market research attempts to identify these people and the products they need. Most
products have a (74)….. name and advertisers aim, through promotion and publicity, to turn these into
recognizable brands. This gives the product an imaginary added (75) ….. which somehow convinces
people it is worth paying extra for.
Once an (76)…..agency has been commissioned by a producer, it will set about organizing an
advertising campaign. Slogans will be invented, advertising copy will be written and the Media Planning
and Buying department will work out which media will be best (77)…..for the particular niche the product
is (78)…..at. The advertiser will try to position the product relative to its rivals and will point out its
(79)….. and superiority. (80)….. products are often international, advertising tends to (81)….. quite
different in different countries, often falling back on stereotype images for each national market.
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