四级考试附答案文档格式.docx

四级考试附答案文档格式.docx

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二.快速阅读（9：

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45）

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.

Newspaper?

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

Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger.moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemassageout.Newspapersareofenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreader.

Radio

AdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwithoutdoorbill-boards（广告牌）andiheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepealtheiradsoften.Internetcompaniesarealsoturning10radioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.

Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthe

localstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.

Magazines

Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket,magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.

Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theinternetwillbringlargeraudiencestolocalnewspapers,thesesecond.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.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausethey.

Canchangetheirmessagesmorequickly.

Internet

Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarketAsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersIstocreateadsthataudiencemembersremember.

Internetadvertisingwillplayamoreprominentroleinorganizations'

advertisinginthenearftuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.

Directmail

Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient'

smessageDirectmailincludesnewsletters.postcardsandspecialpromotions.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses.directmailisthemosteffectivefromofadvertising.

1.Televisionisanattractiveadvertisingmediuminthat_____________.

A）ithaslargeaudiences

B）itappealstohousewives

C）ithelpsbuildupacompany'

sreputation

D）itisaffordabletomostadvertiser

2.WiththeincreaseinthenumberofTVchannels_________.

A）thecostofTVadvertisinghasdecreased

B）thenuiflberofTVviewershasincreased

C）advertisers'

interestinothermediahasdecreased

D）thenumberofTVadspeoplecanseehasincreased

3.Comparedwithtelevision,newspapersasanadvertisingmedium_________________.

A）earnalargerannualadrevenue

B）conveymoredetailedmessages

C）usemoreproductiontechniques

D）getmessagesoutmoreeffectively

4.Advertisingonradiocontinuestogrowbecause___________.

A）morelocalradiostationshavebeensetup

B）moderntechnologymakesitmoreentertaining

C）itprovideseasyaccesstoconsumers

D）ithasbeenrevolutionizedbyInternetradio.

5.Magazinesareseenbyadvertisersasanefficientwayto___________.

A）reachtargetaudiences

B）moderntechnologymakesitmoreentertainingC）appealtoeducatedpeople.

D）conveyallkindsofmessages

6.Oui-of-homeadvertisinghasbecomemoreeffectivebecause_______

A）billboardscanbereplacedwithintwohours

B）consumerstravelmorenoweverbefore

C）suchadshavebeenmademuchmoreattractive

D）thepaceofurbanlifeismuchfasternowadays

7.ThechallengetoInternetadvertisersistocreateadsthatare___________.

A）quicktoupdate

B）pleasanttolookat

C）easytoremember

D）convenienttoaccess

8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_____________

9.Directmailisaneffecitiveformofadvertisingforbusinessestodevelop_________________________

10.Thispassagediscusseshowadvertisersselect________________foradvertisements.

注意：

收答题卡一作文和快速阅读部分（9：

45－10：

00）

三.听力部分（10：

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35）

SectionC

此部分试题请在答题卡2上作答。

We'

renowwitnessingtheemergenceofanadvancedeconomybasedoninformationandknowledge.Physical（36）___,rawmaterials,andcapitalarenolongerthekey（37）____inthecreationofwealth.Now,the（38）____rawmaterialinoureconomyisknowledge.Tomorrow'

swealthdependsonthedevelopmentandexchangeofknowledge.And（39）___enteringtheworkforceoffertheirknowledge,nottheirmuscles.Knowledgeworkersgetpaidfortheireducationandtheirabilitytolearn.Knowledgeworkers（40）____inmindwork.Theydealwithsymbols:

words,（41）___anddata.

Whatdoesallthismeanforyou?

Asafutureknowledgeworker,youcanexpecttobe（42）____,processing,aswellasexchanginginformation.（43）____,threeoutoffourjobsinvolvesomeformofmindwork,andthatnumberwillincreasesharplyinthefuture.Managementandemployeesalike（44）____.

Inthenewworldofwork,youcanlookforwardtobeinginconstanttraining（45）____.Youcanalsoexpecttobetakinggreatercontrolofyourcareer.Gonearethenine-fivejobs.lifetimesecurity,predictablepromotions,andeventheconventionalworkplace,asyouarefamiliarwith.（46）____,anddon’twaitforsomeoneto“empower”you.Youhavetoempoweryourself.

四.阅读词汇部分选词阅读及完型（10：

35－11：

25）

选词填空

PartIVRe