1、After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus our attention on seven types of advertising: television, newspapers, radio, magazines,
2、out-of-home. Internet, and direct mail.TelevisionTelevision is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire? you can understand the power of tele
3、vision to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication.But television is an expensive medium, and not all advertisers can afford to use
4、 it.Televisions influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance.is watched by people who play golf. Home and Garden Television is seen by those interested in household
5、 improvement projects. Thus, audiences are smaller and more homogeneous(具有共同特点的) than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus, advertisers. This has also resulted in an increase in the sheer number of advertisements
6、 to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite programmers.Newspaper?After television, the medium attrac
7、ting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. Locally, newspapers are the largest
8、advertising medium.Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer. more detailed message to their audience than they can through 48 hours,meaning newspapers are also a quick way of getting the massage out.Newspapers are of
9、en the most important form of news for a local community, and they develop a high degree of loyalty from local reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe Internet to reach even more customers than television. Advertise
10、rs are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeal their ads often. Internet companies are also turning 10 radio advertising. Radio provides a way for advertisers to communicate with audience members at all times of the day.
11、Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.Two major changessatellite and Internet radiowill force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than thel
12、ocal stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart.MagazinesNewsweeklies, womens titles, and business magazines have all seen increases in advertising because they attract the high-end market, magazines are popular wi
13、th advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for example, you have much in common with the magazines other readers. Adv
14、ertisers see magazines as an efficient way of reaching target audience members.Advertiser using the print media-magazines and newspapers-will need to adapt to two main changes. First, the internet will bring larger audiences to local newspapers, these second. Advertisers will have to understand how
15、to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.Out-of-home advertisingOut-of-home advertising. Also called place-based advertising, has become an increasingly
16、 effective way of reaching consumers, who are more active than ever before. Many consumers today do not sit at home and watch television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances t
17、o and from work, which also makes out-of-home advertising effective, technology has changed the nature of the billboard business, making it a more effective medium than in the past.Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This all
18、ows advertisers more variety in the types of messages they create because they.Can change their messages more quickly.InternetAs consumers become more comfortable with online shopping, advertisers will seek to reach this market As consumers get more of their news and information from the Internet, t
19、he ability of television and radio to get the word out to consumers will decrease. The challenge to Internet advertisers Is to create ads that audience members remember.Internet advertising will play a more prominent role in organizations advertising in the near ftuture. Internet audiences tend to b
20、e quite homogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well.Direct mailA final advertising medium is direct mail, which uses mailings to consumers to communicate a clients messa
21、ge Direct mail includes newsletters. postcards and special promotions. Direct mail is an effective way to build relationships with consumers.For many businesses.direct mail is the most effective from of advertising.1. Television is an attractive advertising medium in that_.A) it has large audiencesB
22、) it appeals to housewivesC) it helps build up a companys reputationD) it is affordable to most advertisers2. With the increase in the number of TV channels_.A) the cost of TV advertising has decreasedB) the nuiflber of TV viewers has increasedC) advertisers interest in other media has decreasedD) t
23、he number of TV ads people can see has increased3.Compared with television, newspapers as an advertising medium_.A) earn a larger annual ad revenueB) convey more detailed messagesC) use more production techniquesD) get messages out more effectively4.Advertising on radio continues to grow because _.A
24、) more local radio stations have been set upB) modern technology makes it more entertainingC) it provides easy access to consumersD) it has been revolutionized by Internet radio.5.Magazines are seen by advertisers as an efficient way to_.A) reach target audiencesB) modern technology makes it more en
25、tertaining C) appeal to educated people.D) convey all kinds of messages6.Oui-of-home advertising has become more effective because_A) billboards can be replaced within two hoursB) consumers travel more now ever beforeC) such ads have been made much more attractiveD) the pace of urban life is much fa
26、ster nowadays7. The challenge to Internet advertisers is to create ads that are_.A) quick to updateB) pleasant to look atC) easy to rememberD) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_9.Direct mail is an effecitive form of adver
27、tising for businesses to develop_10.This passage discusses how advertisers select_for advertisements.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) .四级听力mp305 CET4-2008年6月.mp3Section A .XX文库2008年6月英语听力原文.doc11. A) Give his ankle a good rest.B) Treat his injury immediately.C) Continue his regular a
28、ctivities.D) Be careful when climbing steps.12. A) On a train.B) On a plane.C) In a theater.D) In a restaurant.13. A) A tragic accident.B) A fad occasionC) Smiths unusual life story.D) Smiths sleeping problem.14. A) Review the details of all her lessons.B) Compare notes with his classmates.C)Talk wi
29、th her about his learning problems.D) Focus on the main points of her lectures.15. A) The man blamed the woman for being careless.B)The man misunderstood the womans apology.C) The woman offered to pay for the mans coffee.D)The woman spilt coffee on the mans jacket.16. A) Extremely tedious.B) Hard to
30、 understand.C) Lacking a goot plot.D) Not worth seeing twice.17. A) Attending every lecture.B) Doing losts of homework.C) Reading very extensively.D) Using test-taking strategies.18. A)The digital TV system will offer different programs.B)He is eager to see what the new system is like.C)He thinks it unrealistic to have 500 channels.D)The new TV system may not provide anything better.Question 19 to 22 are based on the passage you have just heard.19.a)a notice by the electricity board.b)ads promoting electric appliances.c)the description of a thief in disguise.d)a new
copyright@ 2008-2022 冰豆网网站版权所有
经营许可证编号:鄂ICP备2022015515号-1