06四级真题及答案Word文档下载推荐.docx
《06四级真题及答案Word文档下载推荐.docx》由会员分享,可在线阅读,更多相关《06四级真题及答案Word文档下载推荐.docx(25页珍藏版)》请在冰豆网上搜索。
![06四级真题及答案Word文档下载推荐.docx](https://file1.bdocx.com/fileroot1/2023-1/31/0862bd3f-cc75-49d4-9b9a-d91152417c84/0862bd3f-cc75-49d4-9b9a-d91152417c841.gif)
3.作为大学生,我的看法。
____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
ReadingComprehension(SkimmingandScanning)(15minutes)
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusonattentiononseventypesofadvertising:
television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.
Television
Televisioninanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.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.Thishadalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualasrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.
Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.
Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbill-boards(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,youhavesuchincommonwiththemagazine’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.Usingthedigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.
Internet
Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.
Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheinlinemediumaswell.
Directmail
Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,postcards,andspecialpromotion.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.
1.Televisionisanattractiveadvertisingmediuminthat________.
A)ithaslargeaudiences
B)itappealstohousewives
C)ithelpsbuildupacompany’sreputation
D)itisaffordabletomostadvertisers
2.WiththeincreaseinthenumberofTVchannels,________.
A)thecostofTVadvertisinghasdecreased
B)thenumberofTVviewershasincreased
C)advertisers’interestinothermediahasdecreased
D)thenumberofTVadspeoplecanseehasincreased
3.Comparewithtelevision,newspapersasanadvertisingmedium_______.
A)earnalargerannualadrevenue
B)conveymoredetailedmessages
C)usemoreproductiontechniques
D)getmessagesoutmoreeffectively
4.Advertisingonradiocontinuestogrowbecause_______.
A)morelocalradiostationshavebeensetup
B)moderntechnologymakesitmoreentertaining
C)itprovideseasyaccesstoconsumers
D)ithasbeenrevolutionizedbyInternetradio
5.Magazinesareseenbyadvertisersasanefficientwayto_______.
A)reachtargetaudiences
B)appealtoeducatedpeople
C)attractdiverseaudiences
D)conveyallkindsofmessages
6.Out-of-homeadvertisinghasbecomemoreeffectivebecause_______.
A)billboardscanbereplacedwithintwohours
B)consumerstravelmorenowthaneverbefore
C)suchadshavebeenmademuchmoreattractive
D)thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocreateadsthatare________.
A)quicktoupdate
B)pleasanttolookat
C)easytoremember
D)convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_______.
9.Directmailisaneffectiveformofadvertisingforbusinesstodevelop________.
10.Thispassagediscusseshowadvertisersselect________foradvertisements.
Part
ListeningComprehension(35minutes)
SectionA
11.A)Givenhisankleagoodrest.
B)Treathisinjuryimmediately.
C)Continuehisregularactivities.
D)Becarefulwhenclimbingsteps.
12.A)Onatrain.
B)Onaplane.
C)Inatheater.
D)Inarestaurant.
13.A)Atragicaccident.
B)Asadoccasion.
C)Smith’sunusuallifestory.
D)Smith’ssleepingproblem.
14.A)Reviewthedetailofallherlessons.
B)Comparenoteswithhisclassmates.
C)Talkwithherabouthislearningproblems.
D)Focusinthemainpointsofherlectures.
15.A)Themanblamedthewomanforbeingcareless.B)Themanmisunderstoodthewoman’sapology.
C)Thewomanofferedtopayfortheman’scoffee.D)Thewomanspiltcoffeeontheman’sjacket.
16.A)Extremelytedious.
B)Hardtounderstand.
C)Lackingagoodplot.
D)Notworthseeingt