全国大学英语四级考试真题和答案Word格式.docx

全国大学英语四级考试真题和答案Word格式.docx

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　　二.快速阅读（9：

30-9：

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）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）ThedigitalTVsystemwillofferdifferentprogra