Congruent and Incongruent Media托福聽力原文翻譯及問題答案

Congruent and Incongruent Media托福聽力原文翻譯及問題答案

一、Congruent and Incongruent Media托福聽力原文：

NARRATOR:Listen to part of a lecture in a business class.FEMALE PROFESSOR:Last time,we talked about the design and production of advertisements.Today we'll be discussing how advertisers decide where to display their ads.This is critical to a successful marketing campaign because it builds up the consumer's brand awareness,their knowledge of a product made by a particular manufacturer.And studies show that the more you are aware of a product,there's a greater chance you'll buy it.Now,most ads we see in the media—like in newspapers,television,or magazines—are placed where the product is matched with a medium of a similar"theme."

Let's take...uh...the medium of magazines as an example.If you were to flip through,say,an automotive magazine,what kind of ads would you expect to find?Jack?MALE STUDENT:Ads for cars...car parts—tires,stuff like that?FEMALE PROFESSOR:Good.When you have an ad for a certain product in media with a similar theme,we call that congruent media.Congruent simply means, "it fits"—it's what you'd expect.Congruent media placement is the most logical choice for marketing a product.

First,it's obvious that people reading a car magazine are interested in cars.So if you place a car ad there,you know you are reaching the right audience.Also,research shows that when people read an ad in a congruent medium,afterwards,they have pretty good recall of what was advertised.Now,there's another approach,that's placing ads in incongruent media.Incongruent media are the magazines,newspapers,TV spots,where the theme doesn't match the theme of the product.Even though it seems counterintuitive,research shows that this also is an effective marketing strategy.One study tested this by placing car advertisements in a magazine that had an incongruent theme and it found that this contributed to consumers'positive attitudes toward the ad...and the car being advertised.MALE STUDENT:What kind of magazine was it?FEMALE PROFESSOR:A cooking magazine.MALE STUDENT:Wow,that worked?I'd have imagined it would be a distraction to see something like that,you know,out of place.FEMALE PROFESSOR:Well,keep in mind that potential car buyers don't read only car magazines.Most have other interests.Many of them probably subscribe to other magazines,a news weekly,a financial publication,something related to a special interest or hobby.So what marketers have to do then is carefully research potential customers and look for overlapping interests,which magazine overlaps most with the interests of the car buyer.Then when they do choose to place ads in incongruent media,they know they'll be effective.MALE STUDENT:O--K?FEMALE PROFESSOR:Now this study suggests that because the people reading a cooking magazine didn't expect to see a car ad,they actually paid more attention.And so,for example,when people who like reading about cars see a car ad in a car magazine,they might pass over it quickly,while here?MALE STUDENT:...they actually took more time to read the ad.FEMALE PROFESSOR:Right!People paid more attention.They processed the information more carefully when it appears in a medium with a different theme.This ultimately results in stronger brand awareness,which leads to a more favorable impression of that product overall.Jenny?FEMALE STUDENT:So,according to this study,basically,when I see an ad in an unexpected place,it'll make me want to buy the product?FEMALE PROFESSOR:Well,yes and no.The research shows you'll probably remember that ad and you are more likely to feel positive about that product.Now,whether you'll go out to buy it is a different story.

Of course,there are other factors at work here.you-you remember,those criteria we discussed last week?Anyway,this explains why most marketers today rely on a mix of congruent and incongruent media.But there are limits to how incongruent the media should be.You don't want a totally mismatch.So in a magazine aimed at new parents,you often see car advertisements since parents buy and drive cars.But there are different types of cars,right?For example,placing an ad here for a big roomie van,which is popular with big families would make sense,but a snappy sports car with only two seats?Well,that would clearly be too much of a mismatch.

二、Congruent and Incongruent Media托福聽力中文翻譯：

旁白：在商務(wù)課上聽一部分講座。女教授：上次我們討論了廣告的設(shè)計和制作。今天，我們將討論廣告商如何決定在哪里展示他們的廣告。這對于成功的營銷活動至關(guān)重要，因?yàn)樗⒘讼M(fèi)者的品牌意識，他們對特定制造商生產(chǎn)的產(chǎn)品的知識。研究表明，你對產(chǎn)品的了解越多，你購買它的可能性就越大?，F(xiàn)在，我們在媒體上看到的大多數(shù)廣告，如報紙、電視或雜志，都是在產(chǎn)品與類似“主題”的媒體相匹配的地方

讓我們以雜志的媒介為例。如果你翻閱一本汽車雜志，你希望找到什么樣的廣告？杰克？男學(xué)生：汽車廣告……汽車零件、輪胎之類的？女教授：很好。當(dāng)你在類似主題的媒體上為某一產(chǎn)品做廣告時，我們稱之為一致媒體。同余只是指：；“合身”-這是你所期望的。一致的媒體布局是營銷產(chǎn)品最合理的選擇。

首先，很明顯，閱讀汽車雜志的人對汽車感興趣。所以，如果你在那里放一個汽車廣告，你就知道你是在吸引合適的觀眾。此外，研究表明，當(dāng)人們在一致的媒介中閱讀廣告后，他們對廣告內(nèi)容有很好的回憶?，F(xiàn)在，還有另一種方法，就是在不協(xié)調(diào)的媒體上投放廣告。不協(xié)調(diào)的媒體是雜志、報紙、電視廣告，其主題與產(chǎn)品主題不匹配。盡管這似乎違反直覺，但研究表明，這也是一種有效的營銷策略。一項(xiàng)研究通過在一本主題不一致的雜志上刊登汽車廣告來檢驗(yàn)這一點(diǎn)，發(fā)現(xiàn)這有助于消費(fèi)者對廣告和廣告中的汽車的積極態(tài)度。男學(xué)生：那是什么雜志？女教授：一本烹飪雜志。男學(xué)生：哇，真有效？我想看到這樣的東西會讓人分心。女教授：請記住，潛在的購車者不會只看汽車雜志。大多數(shù)人都有其他興趣。他們中的許多人可能訂閱了其他雜志、新聞周刊、金融出版物或與特殊興趣或愛好有關(guān)的東西。因此，營銷人員要做的是仔細(xì)研究潛在客戶，尋找重疊的興趣，哪本雜志與購車者的興趣重疊最多。然后，當(dāng)他們選擇在不協(xié)調(diào)的媒體上投放廣告時，他們知道他們會有效。男學(xué)生：好嗎？女教授：現(xiàn)在這項(xiàng)研究表明，因?yàn)殚喿x烹飪雜志的人并不期望看到汽車廣告，他們實(shí)際上更關(guān)注。所以，舉個例子，當(dāng)喜歡閱讀汽車的人在汽車雜志上看到汽車廣告時，他們可能會很快跳過它，而在這里？男學(xué)生：……他們實(shí)際上花了更多的時間閱讀廣告。女教授：對！人們越來越關(guān)注。當(dāng)信息出現(xiàn)在不同主題的媒體中時，他們會更仔細(xì)地處理信息。這最終會提高品牌知名度，從而給產(chǎn)品整體帶來更有利的印象。珍妮？女學(xué)生：所以，根據(jù)這項(xiàng)研究，基本上，當(dāng)我在一個意想不到的地方看到一個廣告時，它會讓我想買這個產(chǎn)品嗎？女教授：是的，也不是。研究表明，你可能會記得那個廣告，而且你更可能對那個產(chǎn)品感到積極?，F(xiàn)在，你是否要出去買是另一回事了。

當(dāng)然，還有其他因素在起作用。你還記得我們上周討論的那些標(biāo)準(zhǔn)嗎？無論如何，這解釋了為什么今天大多數(shù)營銷人員依賴于一致和不一致媒體的混合。但媒體的不協(xié)調(diào)程度是有限的。你不希望完全不匹配。因此，在一本針對新父母的雜志中，你經(jīng)?？吹狡噺V告，因?yàn)楦改纲徺I并駕駛汽車。但是有不同類型的車，對吧？例如，在這里為一輛大房車做廣告，這在大家庭中很受歡迎，但一輛只有兩個座位的時髦跑車？好吧，這顯然是太不匹配了。

三、Congruent and Incongruent Media托福聽力問題：

Q1:1.What is the lecture mainly about?

A.The advantages of congruent over incongruent media for advertising cars.

B.The advantages of using magazines over television as an incongruent advertising medium.

C.How incongruent media can be used for effective advertising.

D.How advertising using only one type of media can increase brand awareness.

Q2:2.According to the professor,what is one of the advantages of placing an advertisement in congruent media?

A.Consumers process the information more carefully than they would if it appeared in other media.

B.The advertisement is seen by consumers who would be most interested in the product advertised.

C.Consumers can easily compare the product advertised with its competitors.

D.Consumers are repeatedly exposed to the advertisement.

Q3:3.Why does the professor mention car buyers who subscribe to more than one magazine?

A.To emphasize the importance of product design in appealing to readers with different interests.

B.To emphasize the importance of keeping a marketing strategy up-to-date.

C.To give an example of how marketing can expand a magazine's readership.

D.To show why marketers need to research overlapping interests.

Q4:4.The professor describes a research study in which advertisements for a car were placed in a cooking magazine.What did the researchers find?

A.Readers paid attention to the advertisements because the product advertised did not match the magazine's theme.

B.Readers'attention to the advertisements varied depending on the location of the advertisements in the magazine.

C.Readers formed a negative attitude toward the car that was advertised.

D.Readers'responses to the cooking articles were not affected by the presence of car advertisements.

Q5:5.Why does the professor describe two types of car advertisements in a magazine for new parents?

A.To compare the common features of advertisements in congruent and incongruent media.

B.To compare the reactions of older and younger readers when they see a particular product.

C.To point out that a medium that is too incongruent with a product will not reach potential buyers of that product.

D.To point out that magazines are the most effective type of incongruent medium for placing advertisements.

Q6:6.Replay:What does the professor mean when she says this:

A.She does not agree with the conclusions of the study.

B.Different research studies have led to conflicting conclusions.

C.The student's conclusion is only partly correct.

D.The student's conclusion applies to congruent,but not incongruent,media.

四、Congruent and Incongruent Media托福聽力答案：

A1:正確答案：C

A2:正確答案：B

A3:正確答案：D

A4:正確答案：A

A5:正確答案：C

A6:正確答案：C

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