【单选题】

SUCCESSFUL MARKETING After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. (0). In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals. Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable hair. (8) Mothers of young kids do not buy cereal they buy nutrition, though many buy anything at all they can get their kids to eat—anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. (9).There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, "

A、bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multi-vitamin pill." (10). The word almost lends believability.People do not pay attention to advertising. They pay attention only to things that interest them.And sometimes they find those things in advertising. So you’’ve just got to interest them. (11). I’’m sure you’’re familiar with advertising that you remember for a product you do not remember. (12).But you can prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting The Mother Nature company might put their point across by showing a picture of two hands breaking open a multivitamin capsule from which pour flakes that fall into an appetizing-looking bowl of cereal.[A]. This statement begins with the inherent drama, turns it into a benefit, and is worded believably.[B].And while you’’re at it, be sure you interest them in your product or service, not just your advertising.[C]. People do not buy cars; people buy speed, status, style, economy, performance, and power.[D]. Something about your offering must be inherently interesting or you wouldn’’t be putting it up for sale.[E].And even though you have four or five benefits, stick with one or two at most.[F]. Many advertisers are guilty of creating advertising that’’s more interesting than whatever it is they are advertising.[G].All along, you should be using your creative strategy to guide you, to give you hints as to the content of your aD、EXAMPLE、The correct answer for blank (0) is [D].