高中英语北师大版 (2019)选择性必修 第二册Unit 6 The MediaLesson 3 The Advertising Game优秀习题

Unit 6 The Media  Period 3 The Advertising Game

原卷版

一、单句语法填空

1. Most of the educators are in favor of providing more ___________(free) to the teenagers, believing that it may make them more creative and independent.

2. All rights reserved, no one is allowed to copy or use this paper for other ______________ (commerce) purposes.
3. Qingdao is an ___________(attract) city ___________(locate) on the eastern coast of China.
4. Obviously, TV plays an important part in people’s lives, for it brings us__________(vision) images from around the world.
5. With time going by, we have come to realize that creativity is what it takes to keep a nation highly ______________(compete).
6. Lack of confidence resulted in his failure in the ___________(compete).
7. In recent years an English word “infosphere” has appeared, __________(combine) the sense of “information” and “atmosphere”.
8. Whether pollution ____________(link) to the disease is under debate.
9. We want to encourage students to participate___________ the running of the college.
10. I sincerely hope that the festival will be a great success and I’m looking forward to your ________________ (participate).

二、完成句子

1. 加拿大是一个由许多不同民族组成的国家。(consist)

Canada is a country ______________________________________.

2. 该软件过滤掉了那些内容不适合儿童的网站。（whose, suitable）

The software filters out (过滤掉) Internet sites ___________________________________.

3. 在我的城市，每年都有政府赞助的烟火表演。(sponsor)

In my city, there is an annual firework show___________________________.

4. 生命就像一次长跑，在此过程中，我们通过与他人的竞争来超越自我。（compete）

Life is like a long race ______________________________________________.

5. 他过去常常打牌，但现在他习惯于晚饭后散步。（used）

He ______________, but now he is used to taking a walk after supper.

三、 阅读理解

 The cola wars became a cultural phenomenon. Credit for that goes to Donald Kendall, PepsiCo’s brilliant former boss, who died on September 19th aged 99. A gifted salesman, he rose quickly through the ranks from his start on the bottling line to become the firm’s top sales and marketing executive at the young age of 35.

Seven years later he was named CEO. In 1974 he invested in the Soviet Union, which allowed Pepsi to become the first Western product to be legally sold behind the iron curtain. By the time he resigned as boss in 1986, PepsiCo’s sales had shot up nearly 40 times, to $7.6 billion. His legacy continues to shape the industry.

Mr. Kendall offered a mix of strategic vision, principled leadership and marketing talent. Two years after taking charge he acquired Frito-Lay, a leading producer of snacks, giving PepsiCo an advantage of diversity that continues to this day. PepsiCo brought in $ 67 billion last year in sales compared to Coca-Cola’s $37 billion.

But his most famous move was the all-out marketing blitz (闪电战) against Coca-Cola, long the global market leader in non-alcoholic drinks. The two firms had competed for decades, but they mostly fought low-grade battles. Mr. Kendall changed that, by forcing both companies into an advertising arms race. In 1975 Coca-Cola spent around $25 million on advertising and PepsiCo some $18 million. By 1985 those figures had shot up to $72 million and $57 million, respectively. In 1995 Pepsi outspent Coke by $112 million to $82 million.

This was a risky strategy for both cola competitors but it paid off by helping non-alcoholic drinks win a greater “share of throat”. Last year Coca-Cola and PepsiCo remained in the leading position as usual. Also, the cola wars benefited both companies by turning them into “the world’s best marketers”. Today a decades-long addiction to cut-price quantity growth has been replaced by a focus on income and profits.

1. What was Donald Kendall's first position in PepsiCo?

A. CEO. B. A worker. C. A salesman. D. Marketing executive.

2. What can we learn about Cola companies from the passage?

A. PepsiCo has always been ahead of Coca-cola in sales.

B. Coca-Cola preferred low-grade battles to marketing wars.

C. Coca-Cola bought a snack firm to enrich its product diversity.

D. PepsiCo spent $ 30 million more than Coca-cola in advertising in 1995.

3. Why does the author list the figures in the fourth paragraph?

A. To prove the success of both Cola companies in advertising products.

B. To suggest both Cola companies spent too much money in advertising.

C. To describe how PepsiCo got ahead of Coca-Cola in the fierce marketing wars.

D. To confirm marketing wars between the Cola companies were a wise move.

4. What is the passage mainly about?

A. Donald Kendall was to blame for the cola cultural phenomenon.

B. Donald Kendall was the most successful boss in PepsiCo history.

C. Donald Kendall started the cola blitz wars and achieved great success.

D. Donald Kendall's marketing strategies benefited both Cola companies.

四、七选五

Newton’s law of motion (运动定律). where every action has a reaction, is appropriate not just to physics.   1.  from the value of products and prices of produces to customer choices, advertising affects society and plays an important role in increasing business sales.

  2.  When companies use advertising, sales increase, according to Marcel Bleustein-Blanchet, founder of a French advertising company. The increase in business sales also promotes the quality of life for consumers. Basically, advertising causes a chain reaction that increases the economy of the area where the product or service ad is.

  3.  In the minds of consumers, advertising can add value to a product. The image or brand that advertising helps to create becomes a part of the product, which is what makes one product brand more valuable than the competitors. This is why a consumer may be willing to pay a higher price for a name brand product rather than buy a brand they are not familiar with at a lower cost.

Pricing.   4.  It spurs(促进) a sense of competition. When one company advertises a product for its price, its competitors want to stay competitive. Then they may lower their prices to meet the competition.

Consumer choice. Advertising also has an influence on businesses because it leads to the creation of new products and improvement of existing products to meet consumers' needs.   5. However, when advertising introduces a new product that is better than the existing one. market share can quickly shift to the company offering the newly-advertised product.

A. Product value.

B. Product quantity.

C. Economic influence.

D. Advertising can be a form of price control.

E. An increase in competition has effects on the market.

F. One company may possess a larger share of the market for a time.

G. It is also true that advertising causes reactions that occur in society and business.

五、完形填空

To advertise effectively today, you must abandon the old -school idea of reaching the masses. All advertising is local and personal. The key to effective advertising today is to focus on the    1   .

Some are the    2    ways every advertiser could work out. You can print a specific offer of your goods or service on door- hangers and place them on doorknobs in your area. Door-hangers on doorknobs will produce results in direct    3    about the strength of your offer. If you need to reach the drivers, flyers(宣传单) under windshield wipers may have better effect than door-hangers. Imagine, how    4    if you hire someone to be a walking ad or launch a T-shirt advertising,    5   , you can print your products on T-shirts of your    6   . In the early 1970s “Hamp Baker Says Drive with Care” was spray-painted on cars, which was a public service ad. Ever since, spray-painted sign has become more and more    7   .

More grand ways are as follows: virtual showroom. Build a website to    8    virtual ‘showroom. Use it when people call to ask    9    about your company, your products or your. services. Also you can even use an old slide projector to put on a nighttime show. They’re    10    effective, and in the long run, cheap. Nothing is quite as powerful as a public    11    that seizes public attention. You can invite a band to give a performance.    12   , you can hire famous models to show it vividly.

Nothing screams “expert” quite as loudly as a book written about a subject. You simply can’t    13    the power of your name on the cover of a book. You might only sell a few copies online, but the copies you give away in your town will make you a fortune. You won’t make money on the book. You’ll make it because of the book.

Of course, word-of-mouth is the best way to promote your    14   . Friends and past customers recommend your products to their family, friends and colleagues. Word-of-mouth works because the    15    is based on previous positive experiences.

1. A. quantity B. product C. individual D. style

2. A. peculiar B. common C. amusing D. imaginary

3. A. description B. decision C. discussion D. permission

4. A. astonishing B. funny C. impressive D. inevitable

5. A. that is B. at the same time C. as a result D. on the other hand

6. A. officials B. employers C. consumers D. employees

7. A. expensive B. permanent C. popular D. comfortable

8. A. refer to B. serve as C. stand for D. pick up

9. A. locations B. tips C. salaries D. details

10. A. unbelievably B. consequently C. accidentally D. occasionally

11. A. speech B. contest C. debate D. performance

12. A. For example B. Moreover C. However D. To be exact

13. A. create B. guess C. imagine D. protest

14. A. manufacture B. reflection C. comment D. business

15. A. information B. relationship C. pronunciation D. achievement