Congruent and Incongruent Media托福听力原文翻译及问题答案

Congruent and Incongruent Media托福听力原文翻译及问题答案

一、Congruent and Incongruent Media托福听力原文：

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托福听力中文翻译：

旁白：在商务课上听一部分讲座。女教授：上次我们讨论了广告的设计和制作。今天，我们将讨论广告商如何决定在哪里展示他们的广告。这对于成功的营销活动至关重要，因为它建立了消费者的品牌意识，他们对特定制造商生产的产品的知识。研究表明，你对产品的了解越多，你购买它的可能性就越大。现在，我们在媒体上看到的大多数广告，如报纸、电视或杂志，都是在产品与类似“主题”的媒体相匹配的地方

让我们以杂志的媒介为例。如果你翻阅一本汽车杂志，你希望找到什么样的广告？杰克？男学生：汽车广告……汽车零件、轮胎之类的？女教授：很好。当你在类似主题的媒体上为某一产品做广告时，我们称之为一致媒体。同余只是指：；“合身”-这是你所期望的。一致的媒体布局是营销产品最合理的选择。

首先，很明显，阅读汽车杂志的人对汽车感兴趣。所以，如果你在那里放一个汽车广告，你就知道你是在吸引合适的观众。此外，研究表明，当人们在一致的媒介中阅读广告后，他们对广告内容有很好的回忆。现在，还有另一种方法，就是在不协调的媒体上投放广告。不协调的媒体是杂志、报纸、电视广告，其主题与产品主题不匹配。尽管这似乎违反直觉，但研究表明，这也是一种有效的营销策略。一项研究通过在一本主题不一致的杂志上刊登汽车广告来检验这一点，发现这有助于消费者对广告和广告中的汽车的积极态度。男学生：那是什么杂志？女教授：一本烹饪杂志。男学生：哇，真有效？我想看到这样的东西会让人分心。女教授：请记住，潜在的购车者不会只看汽车杂志。大多数人都有其他兴趣。他们中的许多人可能订阅了其他杂志、新闻周刊、金融出版物或与特殊兴趣或爱好有关的东西。因此，营销人员要做的是仔细研究潜在客户，寻找重叠的兴趣，哪本杂志与购车者的兴趣重叠最多。然后，当他们选择在不协调的媒体上投放广告时，他们知道他们会有效。男学生：好吗？女教授：现在这项研究表明，因为阅读烹饪杂志的人并不期望看到汽车广告，他们实际上更关注。所以，举个例子，当喜欢阅读汽车的人在汽车杂志上看到汽车广告时，他们可能会很快跳过它，而在这里？男学生：……他们实际上花了更多的时间阅读广告。女教授：对！人们越来越关注。当信息出现在不同主题的媒体中时，他们会更仔细地处理信息。这最终会提高品牌知名度，从而给产品整体带来更有利的印象。珍妮？女学生：所以，根据这项研究，基本上，当我在一个意想不到的地方看到一个广告时，它会让我想买这个产品吗？女教授：是的，也不是。研究表明，你可能会记得那个广告，而且你更可能对那个产品感到积极。现在，你是否要出去买是另一回事了。

当然，还有其他因素在起作用。你还记得我们上周讨论的那些标准吗？无论如何，这解释了为什么今天大多数营销人员依赖于一致和不一致媒体的混合。但媒体的不协调程度是有限的。你不希望完全不匹配。因此，在一本针对新父母的杂志中，你经常看到汽车广告，因为父母购买并驾驶汽车。但是有不同类型的车，对吧？例如，在这里为一辆大房车做广告，这在大家庭中很受欢迎，但一辆只有两个座位的时髦跑车？好吧，这显然是太不匹配了。

三、Congruent and Incongruent Media托福听力问题：

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托福听力答案：

A1:正确答案：C

A2:正确答案：B

A3:正确答案：D

A4:正确答案：A

A5:正确答案：C

A6:正确答案：C

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