第一篇：金融專業英語考試

金融專業英語考試

一、PROPER NAMESDirection: Please translate Chinese into English.1.資產質量

2.現場檢查

3.證券業監管

4.外匯標價

5.成本原則

6.資產負債表

7.投資性有價證券

8.財務會計

9.一般準備金

10.國庫券

二、CHOICES TOPIC

Direction: Read the sentence and select the best one from the four choices, then mark the corresponding letter on the Answer Sheet.11.Which one is NOT the type of cost behavior?

A.Common cost

B.Variable cost

C.Fixed cost

D.Semi-variable cost

12.What does LOF stand for?_______

A.Listed Organized Firm

B.Listed Open-ended Fund

C.Listed Open-ended Federal

D.Listed Organized Fund

13.____ deposits are deposits that are made by one person as trustee for the other person.A.assetB.current

C.trustD.fixed

14.Which of the following is the credit in the five-category loan classification

system as having potential weaknesses that deserve management’s close attention?

A.lossB.substandard

C.doubtfulD.special mention

15.The monthly statement gives you a record of all the ____ of your account.A.transactionsB.principal

C.negotiableD.debt

16._____ currency is the actual currency of the transaction.A.localB.foreign

C.naturalD.base

17.______ refers to the common shares issues by the companies registered in China’s mainland and traded by domestic entities or retail investors in Chinese currency.A.T-bondsB.Convertible bonds

C.A-shareD.B-share

18.Which of the following does NOT belong to liquid assets?

A.CashB.Plant

C.InventoryD.Account receivalbe

19.In the CAMELS rating system, “C” stands for()?

A.Capital fundB.Capital adequacy

C.Capital concentrationD.Capital quality

20.Which of the following does NOT belong to policy bank?

A.The State Development Bank

B.The Bank of China

C.The Agricultural Development Bank of China

D.The Export and Import Bank of China

21._____ brings together two companies in a similar industry.A.horizontal mergerB.vertical merger

C.conglomerate mergerD.leveraged buyout

22.____ is a financial market in which new issues of securities are sold to initial

buyers by the corporation or government agency borrowing the funds.A.primary marketB.secondary market

C.domestic marketD.foreign market

23.Which of the following does NOT belong to foreign exchange？

A.Foreign currencies, including banknotes and coins

B.Payment vouchers denominated in foreign currency

C.Securities denominated in foreign currency

D.Assets held by foreign residents

24.Which one is the core of the banking licensing process?

A.informal pre-filing stageB.formal filing stage

C.the organizing stageD.the application stage

25.They are main user groups of foreign exchange markets except()?

A.banksB.brokers

C.customersD.government

第二篇：2011專業英語考試（精選）

一、句子翻譯。（每題4分，共40分）

1.This first electronic device exhibited a nonlinear,unilateral characteristic but was not capable of producing amplification of a signal.這第一臺電子設備表現出非線性的，單方面的特點，但沒有能夠產生一個信號放大。

2.The reading given when the pointer stops moving is the insulation resistance,which is normally high if the capacitor is in good condition.當指針停止移動閱讀的絕緣電阻，通常是高的，如果電容是在良好的條件。

3.A diode objective parameter certainly is not extremely ideal,like the chart shows.when ideal diode reverse bias,the electric current could not pass,but the actual diode actually has approximately the 10ùA electric current to pass,(although very small ,but insufficiently was still ideal)

二極管目標參數肯定不是非常理想，如圖表shows.when理想二極管反向偏置，電流無法通過，但實際二極管實際上有大約10uA的電流通過，（雖然很小，但不足的是仍然理想）

4.The amount of collector current(Ic)is directly proportional to the amount of base current(Ib)and the collector current(Ic)will be less than the emitter current(Ie),since a small base current(Ib)must fow to turn on the transistor.集電極電流（IC）是成正比的基數電流（Ib）和集電極電流（IC）將小于發射極電流（Ie），因為一個小的基極電流（IB）必須FOW轉晶體管。

5.Filters are used in communications practice to eliminate energy at some frequencies while allowing energy at other frequencies to pass with little or no attenuation.過濾器用于通信的做法，以消除在某些頻率的能量，同時允許其它頻率的能量傳遞與很少或沒有衰減。

6.The binary system is the primary language of the computer and the octal and hexadecimal systems are usually used for communication whth the computer and for the storage of information within the computer.雙星系統是計算機和八進制和十六進制系統通信whth計算機和計算機內的信息存儲通常使用的主要語言。

7.The importance of this was that it has the effect of stimulating a reformulation of many signal processing concepts and algorithms in terms of discrete-time mathematics and these techniques then formed an exact set of relationships in the discrete-time domain.這一點的重要性，它已經刺激了許多信號處理的概念和算法在離散數學和這些技術方面的重新的效果，然后形成了一個在離散時間域的確切關系。

8.This head tracking allows the computer to change the view point in the virtual world according the direction that the user is actually looking in.這頭跟蹤允許計算機在虛擬世界改變觀點的方向，用戶實際上是在尋找英寸

9.Shutter glasses are used to project a three dimensional image out of the monitor into the space between your eyes and the front plane of the screen.快門眼鏡是用于項目到你的眼睛和屏幕的正前方平面之間的空間立體圖像顯示器。

10.Digital image processing has a broad spectrum of applications,such as remote sensing via satellites and other spacecrafts,image transmission and storage for business applications,medical processing,radar,sonar,and acoustic image processing,robotics,and automated inspection of

industrial parts.數字圖像處理，具有廣泛的應用，如通過衛星和其他航天器，圖像傳輸和存儲業務應用，醫療處理，雷達，聲納和聲學圖像處理，機器人，工業零件自動檢測遙感。

二、短文翻譯。在“amplifiers.pdf”中找到與自己座次相符頁數的短文進行翻譯（30分）一個獨特的引腳，使AD8221在1 kHz（G = 1000），以滿足anunparalleled CMRR為80 dB的規范，在10 kHz（G = 1）和110分貝。平衡的引腳，如圖3-2所示，減少了寄生thathad，在過去的不利影響CMR performance.In此外，新的引腳簡化板layoutbecause相關痕跡分組。例如，增益設置電阻引腳相鄰的投入，并參考引腳輸出。

AD8222在（圖3-5）是一個雙通道版本，AD8221放大器具有相似的性能和規格。它的小尺寸允許每個PC板的放大器。此外，AD8222的第一放大器被指定為差分輸出性能。它是在4毫米 4毫米，16 leadlFcSP封裝。

多年來，AD620的已放大器的行業標準，高性能，低成本。TheAD620是一個完整的單片儀表放大器提供8引腳DIP和SOIC packages.The用戶可以計劃任何所需的增益從1到1000，使用一個外部電阻。根據設計，10和100的增益therequired電阻值標準的1％金屬薄膜電阻值。

三、作文：電子信息工程專業英文求職信。字數300字以上。（30分）

第三篇：金融專業英語考試一些常用語的地道翻譯

金融專業英語考試一些常用語的地道翻譯

轉載自 DpCH轉載于2007年03月02日 16:04 閱讀(7)評論(0)分類： 個人日記舉報

1.素質教育 ：Quality Education

2.EQ：分兩種，一種為教育商數Educational quotient，另一種情感商數Emotionalquotient

3.保險業： the insurance industry

4.保證重點指出： ensure funding for priority areas

5.補發拖欠的養老金： clear up pension payments in arrears

6.不良貸款： non-performing loan

7.層層轉包和違法分包： mutlti-level contracting and illegal subcontracting

8.城鄉信用社： credit cooperative in both urban and rural areas

9.城鎮居民最低生活保障： a minimum standard of living for city residents

10.城鎮職工醫療保障制度： the system of medical insurance for urban

worker*

11.出口信貸： **port credit

12.貸款質量： loan quality

13.貸款質量五級分類辦法： the five-category assets classification for bankloans

14.防范和化解金融風險： take precautions against and reduce financial

risks

15.防洪工程： flood-prevention project

16.非法外匯交易 ： illegal foreign exchange transaction

17.非貿易收匯： foreign exchange earnings through nontrade channels

18.非銀行金融機構： non-bank financial institutions

19.費改稅： transform administrative fees into taxes

20.跟蹤審計： foolow-up auditing

21.工程監理制度： the monitoring system for projects

22.國有資產安全： the safety of state-owned asset*

23.過度開墾 ： **cess reclamation

24.合同管理制度： the contract system for governing projects

25.積極的財政政策 ： pro-active fiscal policy

26.基本生活費： basic allowance

27.解除勞動關系： sever labor relation

28.金融監管責任制： the responsibility system for financial supervision

29.經濟安全： economic security

30.靠擴大財政赤字搞建設： to increase the deficit to spend more on

development

31.擴大國內需求 ： the expansion of domestic demand

32.拉動經濟增長： fuel economic growth

33.糧食倉庫： grain depot

34.糧食收購企業： grain collection and storage enterprise

35.糧食收購資金實行封閉運行： closed operation of grain purchase funds

36.糧食銷售市場： grain sales market

37.劣質工程： shoddy engineering

38.亂收費、亂攤派、亂罰款： arbitrary charges, fund-raising, quotas andfines

39.騙匯、逃匯、套匯： obtain foreign currency unde* **lse pretenses, notturn over foreign owed to the government and illegal arbitrage

40.融資渠道： financing channels

41.商業信貸原則： the principles for commercial credit

42.社會保險機構： social security institution

43.失業保險金： unemployment insurance benefits

44.偷稅、騙稅、逃稅、抗稅： tax evasion, tax fraud and refusal to paytaxes

45.外匯收支： foreign exchange revenue and spending

46.安居工程： housing project for low-income urban residents

47.信息化： information-based;informationization

48.智力密集型： concentration of brain power;knowledge-intensive

49.外資企業： overseas-funded enterprises

50.下崗職工： laid-off workers

51.分流： reposition of redundant personnel

52.素質教育： education for all-round development

53.豆腐渣工程： jerry-built projects

54.社會治安情況： law-and-order situation

55.民族國家： nation state

56.“臺獨”： “independence of Taiwan”

57.臺灣當局： Taiwan authorities

58.臺灣同胞 ： Taiwan compatriots

59.臺灣是中國領土不可分割的一部分：Taiwan is an inalienable part of theChinese territory.60.西部大開發 ： Development of the West Regions

61.可持續性發展： sustainable development

62.風險投資 ： risk investment

63.通貨緊縮 ： deflation

64.擴大內需 ： to expand domestic demand

65.計算機輔助教學： computer-assisted instruction(CAI)

66.網絡空間： cyberspace

67.虛擬現實： virtual reality

68.網民 ： netizen(net citizen)

69.電腦犯罪 ： computer crime

70.電子商務： the e-business

71.網上購物 ： shopping online

72.應試教育： exam-oriented education

73.學生減負 ： to reduce study load

74.“厄爾尼諾”：（EL Nino）

75.“拉尼娜”：（La Nina）

76.“智商”：（IQ）

77.“情商”：（EQ）

78.“第三產業”：（third/tertiary industry,service sector,third sequenceof enterprises）79．“第四產業”：（quaternary/information industry）

80．“軍嫂”：（military spouse）

81．“峰會”（香港譯“極峰會議”）”：summit(conference)

82．“克隆”：clone

83．“冰毒”：ice

84．“搖頭丸”：dancing outreach

85．“傳銷”：multi level marketing

86．“（計算機）2000年問題”：Y2K problem(y for year, k for kilo orthousand)

87．“白皮書”：white *****(不是white cover book)

88．“傻瓜相機”：Instamatic(商標名，焦距、鏡頭均固定，被稱為foolproof相機)；

89．“白條”：IOU note（IOU：債款、債務，由I owe you 的讀音縮略轉義而來）

90．“巡回招聘”：milk round（一種招聘畢業生的方式，大公司走訪各大學及學院，向求職者介紹本公司情況并與報名者晤談）。

91．“減員增效”：increase efficiency by downsizing staff；

92．“抓大放小”：manage large enterprises well while ease control oversmall ones；

93．“市政府要辦的X件實事”：x major projects that should be given toppriority as

designated on the municipal government’s working agenda；

94．“兩個基本點”：two focal points，two of the major points of the lineset by

the 13th Congress of the CPC，I.e.upholding the four cardinal

principles and the policies reform，opening to the outside

world and invigorating domestic economy。

95．“投資熱點”：a region attractive to investors，a muchsought piece ofhand，popular investment spot

96．“移動電話”：本系cellular（有時簡作cel）或mobile（tele）phone

97．“三角債”：chain debts或debt chains

98．“拳頭產品”：knockout product

99．“投訴熱線”：dial-a-cheat confidential hotline（打電話告訴一件欺詐事件）

100．“三通”的現譯文three links：link of trade，travel and post

101．“外資”：overseas investments

102．“開放”：open to the outside world

103．“聯防”：community/teampolicing（一種由警察和轄區居民共同參與的治安管理）

104．“三陪服務”：escort services（陪伴服務）。

105．“五講四美”：five stresses and four points of beauty

106．“暴利”：excessive/extravagant/exorbitant/sudden huge profit(windfall profit也好)

107．“暴發戶”：upstart，parvenu，noov（e），nouveau riche（new rich），jumped-up people(口語)

108．“快餐”：snack（food），quick meal，fast（food，meal），takeaway，carryout，MRE（meals ready to eat）

“一次（性/用）”

109．一次處理：single/primary treatment；

110．一次污染：primary pollution；

111．一次凍透：straight；freez-ing；

112．一次空氣：fresh/primary air；

113．一次爆破：onepull；

114．一次付清： pay in full；

115．一次消費：one-time-consumption；

116．一次誤差：first-order error；

117．一次成像照片：a Polaroid picture；

118．一次償還信貸： non-in-stallment；

119．一次性杯子：sanitary cup；

120．一次性筷子：disposable chopsticks；

121．一次性收入：lump-sum payment；

122．一次用包裝：non-returnable container；

123．一次用相機：single-use camera

124．西部開發：Develop Western Regions

125．假日經濟：Holiday Economy

126．手機的利與弊：Advantages and Disadvantages of the Cell Phone

127．傳呼機不久將會被淘汰嗎？：Can Beepers Be Soon Out of Use?

128．電腦病毒：Computer Viruses

129．網上犯罪：Cyber Crimes

130．旅游熱：Tourism Wave

131．打拐：Cracking Down on the Abduction of Women and Children

132．反毒斗爭：Anti-drug Battle

133．黑客：Hackers

134．減負：Reduction of Students’ Study Load

135．中國加入世貿組織：China’s Entry into the WTO

136．沙塵暴：Sandstorms

137．告別1999：Farewell to the Special Year 1999

138．千年蟲：The Millennium Bug

139．千禧年的夢想：My Millennium Dreams

140．擁抱新千年：Embracing the New Millennium

141．網上購物：Shopping on the Net

142．參考書的負面效應：My View on the Negative Effects of Reference Books143．因特網的利與弊：Positive and Negative Aspects of Internet

144．人類第一張基因草圖的意義：The Significance of the First Working Draftof Human Genome Map

145．高校合并：The Merging of Universities

146．網上求職：Hunting for A Job on Internet

147．何為新世紀的好老師？：What Is a Good Teacher in the Next Century?148．中國的外資：China’s foreign Investment

149．中國的人才流失：The Talent Flight in China

150．性教育：*** Education

151．明天的因特網：The Future Tomorrows Internet

152．課堂是以教師為中心還是以學生為中心？：A Teacher-centered Class or AStudent-centered Class?

153．現有的考試制度的利與弊：The Positive and Negative Aspects of Exams andthe Existing Examination System

154．中國的因特網：Internet in China

155．中國的電腦：Computers in China

156．中國的大學英語教學：College English Teaching in China

157．新的收費政策把學生拒之門外了嗎？：Does New Tuition Policy KeepStudents Away?

158．家教的利與弊：Positive and Negative Aspects of Home Tutoring159．教師，國家的未來：Teachers, A Nation’s Future

160．電子詞典：Electronic Dictionaries

161．教育應是應試教育還是素質教育：Education: Examination-oriented orQuality-oriented

162．提倡創新精神：Develop Our Creative Mind

163．計算機輔助教學：CAI/Computer Assisted Instruction

164．自動取款機的利與弊：Advantages and Disadvantages of the ATM

165．展望廿一世紀：Looking Forward to the 21st Century

166．盜版問題：Problem of Piracy

167．學會如何學習：Learn How to Learn

168．假文憑：Fake Diplomas

169．書的不良影響：My View on the Negative Effects of Books

170．人們為什么熱衷于摸彩票？：Why Do People Like to Try Their Luck onLottery?

171．兼職工作：My View on a Part-time Job

172．無償獻血：Blood Donation without Repayment

173．留學海外：Studying Abroad

174．發展經濟還是保護環境？：Developing Economy or Protecting theEnvironment?

175．電子郵件：The Internet E-mail

176．擁抱知識經濟的新時代：Embracing the Knowledge Economy Age

177．努力更新知識：Trying to Renew Knowledge

178．深化（中國的）改革：Deepen China’s Reform

179．因特網的利與弊：The Advantages and Disadvantages of Internet180．我們需要因特網嗎？：Do We Need Internet?

181．大學英語考試：College English Test

182．大學英語四、六級考試有必要嗎？：Is the College English Test Band4/Band 6 Necessary?

183．廿一世紀的青年人：The Youth and the 21st Century

第四篇：1金融英語考試難嗎

金融英語考試難嗎分為哪些級別

導讀: 到底金融英語考試難嗎？實際上很多朋友也會有這樣的疑問和顧慮，想要打消這樣的顧慮，我們就不得不到下面的文章中去一看究竟，了解過后才能解決金融英語考試難嗎的問題。

金融英語考試難嗎?分為哪些級別呢?想要掌握其中的答案，我們就可以到下面的文章中去好好的分析一番，相信在不斷的了解過后，我們就可以在其中找到了真正的答案，而下面的文章中也已經給出了十分具體的介紹，請看下文的描述。

金融英語考試難嗎？金融英語考試分為初級，中級和高級，高級至今還沒有開設。初級和中級在每年的5月底考試（一般是5月31和6月1日）。個人覺得還不是特別難。通過的話還比較容易，但是要打到A等還是需要一定的時間備考的。教材是要系統學習的，有一本指定的教材，因為你不是本專業的，很多專業知識和專業詞匯還是要系統的學習一下。

還有一點，就是初級考試分為A、B、C三個等級。70分以上就是A等了，我們那次大概78分就是全國的前50名了，排在前面的有推薦和交換的資格哦，還是挺有誘惑力的。

要是有興趣從事金融方面的事務，我建議你考一下fect高級，含金量很高，而且是剛剛起步，一般所有的考試剛開始都不會那么難考啊……難度大概是四六級中間吧，跟那個不是一個形式。

金融英語考試難嗎？分為哪些級別？關于這樣的問題，那么上面的文章中也已經介紹的無比具體了，大家在看過了以后，自己就會很好的理解了這些問題，自己也會很好的進行解決，在不斷的深入學習后，相信學習成果也會理想一些。更多學習內容請見美聯英語學習網。

第五篇：廣告專業英語考試參考

單詞部分 1.AAAA—

—America Association Of

31.retail advertising——零售商廣告 32.subliminal persuasion——閾下勸服 33.target market——目標市場

34.trade advertising——促銷產品 35.account——客戶項目、客戶業務 36.Account Executive——客戶主管、客服 37.Account Services——客戶部、客戶服務 38.advertiser——廣告主

39.Advertising Department——企業廣告部 40.agency——廣告代理商

41.Art Director——美術指導 42.Assistant Partner——董事助理 43.client——客戶

44.Copywriter——廣告撰稿人

45.Management Supervisor——管理督導 46.market share——市場占有率、市場份額 47.Research Department——調查部 48.Traffic Department——流程協調部 49.brainstorming——頭腦風暴法 50.campaign——廣告攻勢 51.census——普查

52.commercials——影視廣告片 53.coupon——贈券、折價券 54.logo——品牌標識

55.media budget——媒體預算 56.media mix——媒體組合 57.promotion——推廣用品

58.Situation Analysis——背景分析 59.slogan——廣告口號 60.website——主頁、網站

61.acquiesce bias——親善偏向

62.debranding——品牌屏蔽測試、品牌建立、品牌塑造

63.depth interview——深度訪談 64.desk research——案頭調研 65.double-blind——雙盲測試 66.focus group——焦點小組 67.market research——市場調查 68.panel——重復調查樣本本群 69.participant——參與者 70.sample error——抽樣誤差

71.tabulation——統計制表 72.acquisition——兼并、并購

73.communication cycle——傳播循環（周期）74.competitor——競爭者、對手

Advertising Agencies——美國廣告代理商協會

2.B2B——business to business advertising—— B2B廣告

3.PSA——public service advertising——公益廣告

4.CEO——Chief Executive Officer——首席執行官

5.CFO——Chief Financial Officer——首席財

務官

6.PR——public relations——公共關系 7.POP——point-of-purchase——焦點廣告 8.CI——corporate identity——企業識別 9.DM——direct mail——直郵廣告

10.FSI——free-standing insert——非裝訂廣

告插頁

11.AIDA——艾達法則

12.DAGMAR——廣告效果評估體系

13.USP——unique selling proposition——獨特銷售主張

14.BDI——brand development index——品牌成長指數

15.CDI——category development index——銷量成長指數

16.GPRs——gross rating points——總收視點 17.ROS——run-of-schedule——非指定時段廣

告 18.IMC

—

—

integrated

marketing

communication——整合營銷傳播

19.VALS——values and lifestyles research——價值觀與生活方式研究

20.advocacy advertising——倡導型廣告 21.commercial advertising——商業廣告 22.communication process——傳播過程 23.consumer advertising——消費品廣告 24.designs——設計稿

25.end-user——最終用戶、實際使用者 26.industrial advertising——工業廣告

27.institutional advertising——社團機構廣告

28.media——媒介

29.mass media——大眾媒介 30.pitch——提案

75.content integration——軟性廣告 76.cost effective——廣告成本效益 77.creative——創意

78.grass roots marketing——貼身式營銷、草

根營銷

79.interactive marketing——交互式營銷 80.markets——市場組合81.online advertising——在線廣告 82.positioning——定位 83.print——平面廣告媒體

84.strategic philanthropy——策略性公益事業 85.target audience——目標受眾

86.brand partnership——品牌搭檔、聯袂廣告 87.branding——品牌個性塑造 88.co-marketing——聯袂營銷

89.direct marketing——直銷

90.ecological sponsorship——生態主題贊助活動

91.event planning——活動策劃 92.exhibition stand——展臺

93.integrated branding——整合品牌傳播 94.product placement——產品植入、產品涉入 95.sales promotion——促銷活動

96.strategic partnership——戰略伙伴關系 97.viral marketing——傳染式營銷、病毒式營

銷 98.speak with one voice——統一傳播口徑 99.the edge——優勢 100.ad planning——廣告策劃 101.admen——廣告人

102.consumer behavior——消費者行為 103.copy platform——文案大綱

104.creative strategy——創意策略 105.daypart——時段

106.infomercial——電視直銷節目 107.market profile——市場狀況

108.market segmentation——市場細分

109.product-related segmentation——產品消費

者量細分

110.sales-response function——銷售響應功效（函數）

111.seasonality——季節性

112.teaser campaign——懸念式廣告攻勢 113.corporate advertising——企業廣告 114.generic brand——非名牌（產品）115.image advertising——形象廣告 116.line——產品系列

117.name-brand——名牌

118.private brand——零售商自由品牌 119.product differentiation——產品差異 120.product positioning——產品定位

121.tagline——（廣告）行動口號 122.utility——好處、用途

123.adjacencies——廣告時段（節目與節目之間）124.archetype——標準受眾、原型 125.availability——空余時段

126.back to back——廣告連播 127.circulation——發行量 128.continuity——持續型排期

129.continuous advertising——持續型廣告 130.flighting——跳躍式廣告排期 131.fringe time——非黃金時段

132.holding power——節目（頻道）凝聚力 133.piggyback——同一客戶廣告連播 134.prime time——黃金時段

135.pulsing——脈動式（間隔式）排期 136.roadblock——攔路廣告 137.wear out——廣告磨損

選詞填空：

文段1：

During the 【bid】process，the【advertising】agency will【pitch】its idea to the prospective client。Whether【retail】advertising for a local merchant，【professional】advertising directed at doctors，lawyers，etc。【B2B】advertising targeting other companies，or 【noncommercial】【advocacy】advertising promoting an idea，the question the prospect is asking themselves is，‘Will the plan effectively reach and sway our 【target】’The prospect wants to know if the individual【customer】buying the product or service（whether he/she be the actual【consumer】and【end-user】or not）purchasing the product，service or whether it is they are promoting，will understand the benefit as a result of the agency’s advertising。

文段2：

To place yourself apart from your【competitors】，【positioning】is the key。When developing a【strategy】to do so，some useful techniques include【strategic philanthropy】such as building strong【community】relations。But your【public】do not only include the consumers within your【target audience】，but also individuals in oversight and regulatory bodies for example。Here 【government】relations activities can help。And proper 【analysis】of the present environment can help you reach your【objectives】and make the work more【cost effective】

文段3

The first ad campaign used【roadblocks】to catch the 6 p·m· viewers on almost every channel at once。They【piggybacked】the ads one after another during【primetime】，and did so every third week consistent with a【pulsing】schedule。

However，the second campaign had a much smaller media budget。They had less control because they were forced to schedule ads【ROS】to cut costs。They simply had to go with whatever【availabilities】there were，including during【fringe times】。They could not afford to use【continuous advertising】since the cost of year-round scheduling was too great for them。And unlike the first campaign，this one suffered early【wear out】because they were unable to produce enough different ads to keep the campaign 【fresh】and new。

翻譯：（未完成）

New to research? 初次做調查嗎？

So you want to do advertising and market research? Here are a few things you should know to get started.你打算做廣告或者做市場調研嗎？在動手之前你應該了解一些行情。

While there is a plethora of research methods and techniques, all of them can pretty much be boiled down to two different categories based on the information each obtains.雖然調查方法和技術有很多，它們所獲取的信息決定了所有的方法和技術能夠大致的歸納為不同的兩大類。

So if what you need are numbers(7out of 10 people in Beijing prefer this type of toothpaste, for examlpe)you want quantitative research.如果你要的是數字（例如，在北京有七成的人喜歡這類牙膏）就采用定量研究

If you want to gain a particular sort of understanding(to answer questions of ‘why?’ people do something, and not merely ‘what?’ they do)you want qualitative research.如果你想就某一類問題形成特定的理解，（回答人們‘為什么’會做某事而不僅僅是他們‘做什么’之類的問題）就需要定性的研究。

To do research effectively, you need to decide whether to employ an a priori or a posteriori

approach, since it may seriously affect whether or not to you choose to endorse the final findings.為使調查更有效，你需要決定是采用演繹法還是歸納法，因為這對你是否決定認可最終的結論將產生至關重要的影響。

If you wait until the research is complete to start setting objectives, this may bias your results.Furthermore, be mindful of the way you phrase your questions, whether for qualitative or quantitative research.When creating questions, try not to construct clauses with multiple variables such as those used in double-barreled questions.This can create a biased question.如果你等到調查完成時再開始設定目標就可能使你的結果出現偏差。此外，無論定性還是定量的調研都應注意你設計問題的措辭方法。設計問卷時，不要使用諸如兩難問題之類的多重易變的子句來構成問題，這會形成一個有偏差的問題。

You may want to only use dichotomous questions or other limited response questions(such as using Likert Scale questions)in order to gain quantitative data.However, a more open-ended question will generally yield great depth from the respondent.This can be very useful when you are seeking qualitative data.為了獲得定量的數據，你可能只需使用兩分問題或其他限定回答的問題（例如采用萊克特測量法的問題）。但是，一個可變自由地回答的問題通常會從回答者那里獲得相當細的信息，當你尋找定性的數據時這樣的信息非常有用。