A
The Best Advertisements
1. Nike: Just Do It
Nike's product originally catered to marathon runners. Then, a fitness craze appeared -- and the folks in Nike's marketing department knew they needed to take advantage of it to overtake their main competitor, Reebok. And so, in the late 1980s, Nike created the "Just Do It" campaign.
2. Coke: Share a Coke
Coca-Cola appealed to individuals by putting their names on each bottle. They printed first names across the front of its bottles and cans in Coke's branded font(字体). You can even order custom bottles on Coke's website to request things like nicknames and college logos.
3. Volkswagen: Think Small
Many marketing and advertising professionals like to call Volkswagen's "Think Small" campaign the gold standard. See, Americans always had a preference to buy big American cars. What did this Volkswagen advertisement do? It played right into the audience’s expectations. You think I’m small? Yeah, I am. Don’t try to sell your company, product, or service as something it’s not. Consumers recognize and appreciate honesty.
4. Miller Lite: Great Taste, Less Filling
The Miller Brewing Company did just that with the light beer market and dominated(支配) it. The goal of the "Great Taste, Less Filling" campaign was getting "real men" to drink light beer. Miller featured athletic models drinking their light beer and declaring it great tasting. What’s the lesson marketers can learn? Try to be different. If people tell you there isn’t room for a product, create your own category so you can quickly become the leader.
21. Which advertisement attaches importance to honesty?
A. Just Do It B. Share a Coke
C. Think Small D. Great Taste, Less Filling
22. What can we learn from the passage?
A. Nike appealed to the customers by providing comfort to them.
B. Customers can find their names on each Coca-Cola bottle.
C. Americans choose Volkswagen because they prefer big cars.
D. You will be a real man and a leader if you drink Miller light beer.
23. What do these four advertisements have in common?
A. They try to satisfy the customers’ dignity.
B. They aim at the young generation.
C. They intend to deliver a positive lifestyle.
D. They focus on the product’s quality.
