大学英语四级模拟题一含答案资料文档格式.docx

大学英语四级模拟题一含答案资料文档格式.docx

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阅卷人

核查人

PartIReadingComprehension（SkimmingandScanning）（10%）

Directions:

Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsontheAnswerSheet.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedA,B,CandD.Forquestion8-10,completethesentenceswiththeinformationgiveninthepassage.

MediaSelectionforAdvertisements

Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:

television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.

Television

Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?

Youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.

Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous（具有共同特点的）thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.

Newspapers

Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation（发行量）by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.

Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.

Radio

Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbillboards（广告牌）andtheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.

Twomajorchanges---satelliteandInternetradio---willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.

Magazines

Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.

Advertisersusingtheprintmedia---magazinesandnewspapers---willneedtoadapttotwomainchanges.First,theInternetwillbringlargeraudiencestolocalnewspapers.Theseaudienceswillbemorediverseandgeographicallydispersed（分散）thaninthepast.Second,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.

Out-of-homeadvertising

Out-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.

Internet

Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.

Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.

Directmail

Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,postcardsandspecialpromotions.Directmail

isaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.

1.Televisionisattractiveadvertisingmediuminthat________.

A.ithaslargeaudiences

B.itappealstohousewives

C.ithelpsbuildupacompany’sreputation

D.itisaffordabletomostadvertisers

2. 

WiththeincreaseinthenumberofTVchannels,________.

A.thecostofTVadvertisinghasdecreased

B.thenumberofTVviewershasincreased

C.advertisers’interestinothermediahasdecreased

D.thenumberofTVadspeoplecanseehasincreased

3.Comparedwithtelevision,newspaperasanadvertisingmedium________.

A.earnalargerannualadrevenueB.conveymoredetailedmessages

C.usemoreproductiontechniquesD.getmessagesoutmoreeffectively

4.Advertisingonradiocontinuestogrowbecause________.

A.morelocalradiostationshavebeensetup

B.moderntechnologymakesitmoreentertaining

C.itprovideseasyaccesstoconsumers

D.ithasbeenrevolutionizedbyInternetradio

5.Magazinesareseenbyadvertisersasanefficientwayto________.

A.reachtargetaudiencesB.appealtoeducatedpeople

C.attractdiverseaudiencesD.conveyallkindsofmessages

6.Out-of-homeadvertisinghasbecomemoreeffectivebecause________.

A.billboardscanbereplacedwithintwohours 

B.consumerstravelmorenowthaneverbefore

C.suchadshavebeenmademuchmoreattractive

D.thepaceofurbanlifeismuchfasternowadays

7.ThechallengetoInternetadvertisersistocreateadsthatare________.

A.quicktoupdateB.pleasanttolookat

C.easytorememberD.convenienttoaccess

8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_________________.

9.Directmailisaneffectiveformofadvertisingforbusinessestodevelop_______________.

10.Thispassagediscusseshowadvertisersselect________foradvertisements.

（8-10题答案请写在答题纸上）

Part

ListeningComprehension（35%）

SectionA（15%）

Inthissection,youwillhear8shortconversationsand2longconversations.Attheendofeachconversation,oneormorequestionswillbeaskedaboutwhatwassaid.Boththeconversationandthequestionswillbespokenonlyonce.Aftereachquestiontherewillbeapause.Duringthepause,youmustreadthefourchoicesmarkedA,B,CandD,anddecidewhichisthebestanswer.ThenmarkthecorrespondingletterontheAnswerSheetwithasinglelinethroughthecentre.

11.A.ToreachUS$13million.B.ToreachUS$30million.

C.ToreachUS$300million.D.ToreachUS$3million.

12.A.80%.B.60%.C.50%.D.70%.

13.A.160.B.60.C.116.D.106.

14.A.MeetMr.Wilson.B.Makeacupoftea.

C.GiveMr.Milsonacall.D.Writedownthenumber.

15.A.Themandoesnotneedacartogetaround.

B.Themanlivesfarawayfromthesubway.

C.Themanisnotgoodatdriving.

D.Themanenjoysdrivingacar.

16.A.Itisattractive.B.Itisexciting.

C.Itisboring.D.Itisimportant.

17.A.Stayathomeandcomplete