44. The speaker claims that high-quality ads can sell almost anything, and that
companies should accordingly invest heavily in such advertising. I agree that the quality
of an ad can in some instances play a pivotal role in a products success or failure in the
marketplace. However, the speaker over-generalizes, for advertising is far more critical
in some businesses and for some products than for others.
Certain types of businesses benefit greatly from investing in high-quality
advertising. Fledgling companies, for example, may require an extensive top-notch
advertising campaign to achieve the name recognition that older competitors already
enjoy. Even established companies may need an expensive ad campaign. When
introducing new products or venturing into new markets. Companies selling products
that are no utilitarian value perhaps stand to gain the most from an extensive high-
quality advertising effort. Consider, for example, the kinds of products that are marketed
by means of the most extensive and expensive advertising: beer, cigarettes, soft drinks,
and cosmetics. None of these products has any utility. Their success depends on
consumers fickle tastes, their emotions, and their subjective perceptions. Accordingly,
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