大学英语四级真题Word文档下载推荐.docx

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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）itisaffordabletomostadvertisers

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：

00－10：

35）

SectionA

11.A）Givehisankleagoodrest.

B）Treathisinjuryimmediately.

C）Continuehisregularactivities.

D）Becarefulwhenclimbingsteps.

12.A）Onatrain.

B）Onaplane.

C）Inatheater.

D）Inarestaurant.

13.A）Atragicaccident.

B）Afadoccasion

C）Smith'

sunusuallifestory.

D）Smith'

ssleepingproblem.

14.A）Reviewthedetailsofallherlessons.

B）Comparenoteswithhisclassmates.

C）Talkwithherabouthislearningproblems.

D）Focusonthemainpointsofherlectures.

15.A）Themanblamedthewomanforbeingcareless.

B）Themanmisunderstoodthewoman'

sapology.

C）Thewomanofferedtopayfortheman'

scoffee.

D）Thewomanspiltcoffeeontheman'

sjacket.

16.A）Extremelytedious.

B）Hardtounderstand.

C）Lackingagootplot.

D）Notworthseeingtwice.

17.A）Attendingeverylecture.

B）Doinglostsofhomework.

C）Readingveryextensively.

D）Usingtest-takingstrategies.

18.A）ThedigitalTVsystemwillofferdifferentprograms.

B）Heiseagertoseewhatthenewsystemislike.

C）Hethinksitunrealistictohave500channels.

D）ThenewTVsystemmaynotprovideanythingbetter.

Question19to22arebasedonthepassageyouhavejustheard.

19.a）anoticebytheelectricityboard.

b）adspromotingelectricappliances.

c）thedescriptionofathiefindisguise.

d）anewpolicyonpensioners'

welfare.

20.a）speak