2008年6月英语四级考试真题及答案下载

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2008年6月英语四级考试真题及答案
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Media Selection for Advertisements 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,

out-of-home. Internet, and direct mail.
Television
Television 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 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 this type of communication.But

television is an expensive medium, and not all advertisers can afford to use it.
Television's 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 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 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 attracting 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 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 ofen the most important form of news for a local community,

and they develop a high degree of loyalty from local reader.
Radio
Advertising 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.

Advertisers 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.Consumers listen to radio

on their way to school or work, at work, on the way home, and in the evening hours.
Two major changes—satellite and Internet radio—will force radio advertisers to adapt

their methods. Both of these radio forms allow listeners to tune in stations that are

more distant than thelocal stations they could receive in the past. As a result, radio

will increasingly attract target audiences who live many miles apart.
Magazines
newsweeklies,women's titles,and business magazined have all seen inincreaes 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 thlevision attraces all types of audience members,but magazineaudiences are

more homogeneous.If you read Aports illustrated,for example,you have  much in common

with the magazine's other readrs.Advertiers see magazines as an efficient way of

reaching target audience members.
Advertisers using the print media-magazines and newspapers-will need to adapt to two

main changes.Fiest,the Internet will bring larger audiences to local newspapers.These

audiences will be more diverse and geographiclly dispersed(分散)than in the past.

Sencond,adnertisers eill have to understand how 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 advertising

Internet
As 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 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 be 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 mail
A final advertising medium is direct mail, which uses mailings to consumers to

communicate a client's message 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 audiences
B) it appeals to housewives
C) it helps build up a company's reputation
D) it is affordable to most advertiser
2. With the increase in the number of TV channels_________.
A) the cost of TV advertising has decreased
B) the nuiflber of TV viewers has increased
C) advertisers' interest in other media has decreased
D) the number of TV ads people can see has increased
3.Compared with television, newspapers as an advertising medium_________________.
A) earn a larger annual ad revenue
B) convey more detailed messages
C) use more production techniques
D) get messages out more effectively
4.Advertising on radio continues to grow because ___________.
A) more local radio stations have been set up
B) modern technology makes it more entertaining
C) it provides easy access to consumers
D) it has been revolutionized by Internet radio.
5.Magazines are seen by advertisers as an efficient way to___________.
A) reach target audiences
B) modern technology makes it more entertaining C) appeal to
educated people.
D) convey all kinds of messages
6.Oui-of-home advertising has become more effective because_______
A) billboards can be replaced within two hours
B) consumers travel more now ever before
C) such ads have been made much more attractive
D) the pace of urban life is much faster nowadays
7. The challenge to Internet advertisers is to create ads that are___________.
A) quick to update
B) pleasant to look at
C) easy to remember
D) convenient to access
8. 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 businesses to

develop_________________________
10.This passage discusses how advertisers select________________for advertisements.