剑桥商务英语BEC中级考试真题题目

cago-based Fusion Idea Lab, which creates a number of Bud Light spots, will not film ads for other breweries. Assuming the new role of director also puts the creative more directly in the line of fire, in terms of reporting tangible results. Unfortunately, “Creatives are probably the worst judges of their own work,” states Don Williams, creative director at the PI Design agency. The new accountability may force some creatives away from directing and back into simple development.

Creative Stuart Burnett concludes that the best route to take is to find a marketing communications firm rather than a simple ad agency. He states that “marketing communications agencies are best at responding to the new challenges. Their media-neutral, integrated approach is winning more and more fans and is getting them sexier work, bigger budgets, and meatier problems to solve.” No matter who employs the creative, the goal is to keep things original. According to Jeff Goodby, a major creative in San Francisco, “Advertising very quickly turns into formulas, and the real enemy of the creative organization is the formulaic feeling.” Consequently, the firm Goodby, Silverstein Company Partners is working to make sure the agency’s creatives take risks and work to sell themselves to clients. If you are looking for a dynamic, interesting, and evolving career, the job of creative offers many challenges and opportunities. As the next generation of creatives moves forward, the nature of the advertising game will continue to shift with the times, making things exciting for everyone involved.

1．The biggest change mentioned in the first paragraph is that

A. the advertising center moved to the west states.

B. Madison Avenue agencies lost their leading positions in advertising.

C. the agencies of the industry no longer lies in the Madison Avenue.

D. the creatives get more and more working pressures.

2．The common idea shared by Bob Kuperman and Roy Grace is that

A. creative ideas he been reduced to stereotypes.

B. creative ideas are out of date and old-fashioned.

C. creative ideas never only exist in the Madison Avenue.

D. creative ideas are developed better somewhere else.

3．In what way advertising is changed according to the text?

A. Advertisements are produced in a scientific way.

B. More research methods are used in creative work.

C. All decisions are made based on the results of research.

D. Focus groups now control the whole process of ad-making.

4．According to the author, the creatives moved into new roles to

A. get their final say.

B. develop their new careers.

C. be involved in a more active way.

D. experience the new way of advertising.

5．Compared with ads agencies, marketing communication agencies

A. provide a more diversified solution to promotion.

B. are more suitable to the creatives to apply their talents.

C. are the more responsive indicators to the market trend.

D. are more profitable but sophisticated to manage.

6．According to the text, to make the creatives play their roles, the employers should

A. encourage them to attract clients by means of fresh ideas.

B. help them break the formulas.

C. give more opportunities to develop their careers.

D. change the nature of the industry with the times.

……

来源：弘博学习网

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