单项选择题
As a business begins, one of the major goals of advertising must be to develop awareness of the business and its products. Once the business’ reputation is established and its products are positioned within the market, the (19) of resources used for advertising will decrease as the consumer develops a kind of (20) to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on (21) of the product or service.
Essential to this rather abstract process is the development of a positioning statement. A positioning statement explains how a company’s product (or service) is (22) from those of key competitors. With this statement, the business owner (23) intellectual objectives into concrete plans. In addition, this statement acts as the (24) for the development of a selling proposal, which is (25) of the elements that will (26) up the advertising message’s "copy platform". This platform delineates the image, copy, and art work that the business owner believes will sell the product.
With these concrete objectives, the following elements of the advertising strategy need to be considered. (27) audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often (28) to as the "creative mix." Again, what most advertisers (29) from the beginning is clear planning and flexibility. And (30) to these aims is creativity and the ability to adapt to new market trends. A (31) advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing (32) opportunities for this consumer to become (33) with the advertising message.
A.accepted
B.acquired
C.acquainted
D.acknowledged