1、3.作为大学生,我的看法。_Reading Comprehension (Skimming and Scanning) (15 minutes)Media Selection for AdvertisementsAfter 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 adv
2、ertising. We focus on attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail.TelevisionTelevision in an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of f
3、our Americans have seen the game show Who Wants to Be a Millionaire? you can understand the power of television 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 th
4、is type of communication. But television is an expensive medium, and not all advertisers can afford to use 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 instan
5、ce, is watched by people who play golf. Home and Garden Television is seen by those interested in household 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
6、 viewers, and thus, advertisers. This had also resulted in an increase in the sheer number of advertisements 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 t
7、he networks to local cable operators and satellite programmers.NewspapersAfter television, the medium attracting the next largest annual as revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually. It has increased its national circ
8、ulation (发行量) by 40% and is now available for home delivery in 168 cities. Locally, newspapers are the largest 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
9、 they can through television. Given new production techniques, advertisements can be printed in about 48 hours, meaning newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty fr
10、om local readers.RadioAdvertising on radio continues to grow. Radio is often used in conjunction with outdoor bill-boards (广告牌) and the Internet to reach even more customers than television. Advertisers are likely to use radio because it is a less expensive medium than television, which means advert
11、isers can afford to repeat their ads often. Internet companies are also turning to radio advertising. Radio provides a way for advertisers to communicate with audience members at all times of the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the even
12、ing 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 the local stations they could receive in the past. As a result, radio will increasingly attract target
13、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 with advertisers because of the narrow market that they deliver. A broadcast medium such as network
14、television attracts all types of audience members, but magazine audiences are more homogeneous. If you read Sports Illustrated, for example, you have such in common with the magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members.Advertisers using t
15、he print mediamagazines and newspaperswill need to adapt to two main changes. First, the Internet will bring larger audiences to local newspapers. These audiences will be more diverse and geographically dispersed (分散) than in the past. Second, advertisers will have to understand how to use an increa
16、sing 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 effective way o
17、f 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 to and from work,
18、 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 the digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows adverti
19、sers 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, the ability
20、 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 future. Internet audiences tend to be quite hom
21、ogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the inline medium as well.Direct mailA final advertising medium is direct mail, which uses mailings to consumers to communicate a clients message. Direct
22、mail includes newsletters, postcards, and special promotion. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.1. Television is an attractive advertising medium in that _.A) it has large audiencesB) it ap
23、peals 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 number of TV viewers has increasedC) advertisers interest in other media has decreasedD) the numb
24、er of TV ads people can see has increased3. Compare 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) mor
25、e 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 radio5. Magazines are seen by advertisers as an efficient way to _.A) reach target audiencesB) appeal to educated peopleC) attract di
26、verse audiencesD) convey all kinds of messages6. Out-of-home advertising has become more effective because _.A) billboards can be replaced within two hoursB) consumers travel more now than ever beforeC) such ads have been made much more attractiveD) the pace of urban life is much faster nowadays7. T
27、he 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 effective form of advertising for bus
28、iness to develop _.10. This passage discusses how advertisers select _ for advertisements.Part Listening Comprehension (35 minutes)Section A11. A) Given his ankle a good rest.B) Treat his injury immediately.C) Continue his regular activities.D) Be careful when climbing steps.12. A) On a train.B) On
29、a plane.C) In a theater.D) In a restaurant.13. A) A tragic accident.B) A sad occasion.C) Smiths unusual life story.D) Smiths sleeping problem.14. A) Review the detail of all her lessons.B) Compare notes with his classmates.C) Talk with her about his learning problems.D) Focus in 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 understand.C) Lacking a good plot.D) Not worth seeing t
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