精品文档_卫生类-相同项单选集1、TVCommercialsandPrintAdsDespitethefactthatadvertisersspend44billiononthemajortelevisionnetworksandcableTVadvertising,anewstudyshowthatconsumersthinkprintadsmoreentertainingandlessoffensivethantelevisioncommercials.Theystudy,conductedbyVideoStoryboardTestsinNewYork,showedthatmoreconsumersconsideredprintsads”artistic”and”enjoyable”.The2,000consumerssurveyedblastedTVadscomparedtotheirprintcounterparts:34percentofrespondentsthoughtprintadswereartistic,comparedwith15percentfortelevisionads;35percentthoughtprintadswereenjoyable,comparedto13percentfortelevision;and,mostsurprising,33percentofconsumersfeltprintadswereentertaining,comparedtoonly18percentforTVads.Muchoftheartisticimpactandpositivereactiontoprintadscomesfromtheillustrationsused.Theillustrationisprimaryincreatingthemoodforaprintad,whichultimatelyaffectsconsumersfeelingsabouttheimageofthebrand.Whilethestudyssponsorsweresomewhatsurprisedbythesurveyresults,someindustryexecutivesfeltthatprintadswerefinallygettingthecredittheydeserve.RichardKirshenbaum,chairandchiefcreativeofficerofKirshenbaum,Bond&Partners,aNewYorkadvertisingandpublicrelationsfirm,isonesuchbeliever.Infact,Kirshenbaumsaysthatwhenhelookstohireapersonforacreativepositioninhisagency,”IalwayslookattheprintbookfirstbecauseIthinkitishardertocomeupwithagreatideaonasinglepieceofpaper.”Butasimpressedascomputerssaytheyarebytheaesthetics(美学)andstyleofprintads,televisionsexecutives(asyoumightexpect)dismissthefindings.Onenetworkofficialsaid,”Nothingwillreplacethereachandmagnitudeofanelaboratelyproducedtelevisionspot.TVadsgettalkedabout.Printadsdont./Thesponsorsoftheconcernedstudyare_.A.advertisersB.VideoStoryTestsC.televisionexecutivesD.notspecified2、TVCommercialsandPrintAdsDespitethefactthatadvertisersspend44billiononthemajortelevisionnetworksandcableTVadvertising,anewstudyshowthatconsumersthinkprintadsmoreentertainingandlessoffensivethantelevisioncommercials.Theystudy,conductedbyVideoStoryboardTestsinNewYork,showedthatmoreconsumersconsideredprintsads”artistic”and”enjoyable”.The2,000consumerssurveyedblastedTVadscomparedtotheirprintcounterparts:34percentofrespondentsthoughtprintadswereartistic,comparedwith15percentfortelevisionads;35percentthoughtprintadswereenjoyable,comparedto13percentfortelevision;and,mostsurprising,33percentofconsumersfeltprintadswereentertaining,comparedtoonly18percentforTVads.Muchoftheartisticimpactandpositivereactiontoprintadscomesfromtheillustrationsused.Theillustrationisprimaryincreatingthemoodforaprintad,whichultimatelyaffectsconsumersfeelingsabouttheimageofthebrand.Whilethestudyssponsorsweresomewhatsurprisedbythesurveyresults,someindustryexecutivesfeltthatprintadswerefinallygettingthecredittheydeserve.RichardKirshenbaum,chairandchiefcreativeofficerofKirshenbaum,Bond&Partners,aNewYorkadvertisingandpublicrelationsfirm,isonesuchbeliever.Infact,Kirshenbaumsaysthatwhenhelookstohireapersonforacreativepositioninhisagency,”IalwayslookattheprintbookfirstbecauseIthinkitishardertocomeupwithagreatideaonasinglepieceofpaper.”Butasimpressedascomputerssaytheyarebytheaesthetics(美学)andstyleofprintads,televisionsexecutives(asyoumightexpect)dismissthefindings.Onenetworkofficialsaid,”Nothingwillreplacethereachandmagnitudeofanelaboratelyproducedtelevisionspot.TVadsgettalkedabout.Printadsdont./Consumersfeelingaboutprintadsmainlyderivefrom_.A.thepictureusedB.theircheapnessC.theirpositiveimageD.theirartisticvalue3、TVCommercialsandPrintAdsDespitethefactthatadvertisersspend44billiononthemajortelevisionnetworksandcableTVadvertising,anewstudyshowthatconsumersthinkprintadsmoreentertainingandlessoffensivethantelevisioncommercials.Theystudy,conductedbyVideoStoryboardTestsinNewYork,showedthatmoreconsumersconsideredprintsads”artistic”and”enjoyable”.The2,000consumerssurveyedblastedTVadscomparedtotheirprintcounterparts:34percentofrespondentsthoughtprintadswereartistic,comparedwith15percentfortelevisionads;35percentthoughtprintadswereenjoyable,comparedto13percentfortelevision;and,mostsurprising,33percentofconsumersfeltprintadswereentertaining,comparedtoonly18percentforTVads.Muchoftheartisticimpactandpositivereactiontoprintadscomesfromtheillustrationsused.Theillustrationisprimaryincreatingthemoodforaprintad,whichultimatelyaffectsconsumersfeelingsabouttheimageofthebrand.Whilethestudyssponsorsweresomewhatsurprisedbythesurveyresults,someindustryexecutivesfeltthatprintadswerefinallygettingthecredittheydeserve.RichardKirshenbaum,chairandchiefcreativeofficerofKirshenbaum,Bond&Partners,aNewYorkadvertisingandpublicrelationsfirm,isonesuchbeliever.Infact,Kirshenbaumsaysthatwhenhelookstohireapersonforacreativepositioninhisagency,”IalwayslookattheprintbookfirstbecauseIthinkitishardertocomeupwithagreatideaonasinglepieceofpaper.”Butasimpressedascomputerssayt