英語四級難度提升閱讀訓(xùn)練 Text 2

Text 2

Directions: In this part, you will have 15 minutes to go over the passage quickly and answer the questions on Answer Sheet 1. For questions 1-7, choose the best answer from the four choices marked A), B), C) and D). For questions 8-10, complete the sentences with the information given in the passage.

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（具有共同特點(diǎn)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.

Newspapers

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. It has increased its national circulation（發(fā)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 they can through television. Given dew production techniques, advertisements can be printed in newspapers 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 from local readers.

Radio

Advertising on radio continues to grow. Radio is often used in conjunction with outdoor billboards（廣告牌）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 advertisers 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 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 the local 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 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 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 magazine's other readers. Advertisers 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. First, the Internet will bring larger audiences to local newspaper. 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 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

Out-of-home advertising, also called place-based advertising, has become an increasingly 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 to 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 allows advertisers more variety in the types of messages they create because they can change their messages more quickly.

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 future. 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 form 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 advertisers

2.With the increase in the number of TV channels,______.

A.the cost of TV advertising has decreased

B.the number 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.appeal to educated people

C.attract diverse audiences　　D.convey all kinds of messages

6.Out-of-home advertising has become more effective because______.

A.billboards can be replaced within two hours　　　B.consumers travel more now than 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.

1.【答案】A

【解析】依據(jù)標(biāo)題Television下第一段第一句“Television is an attractive medium for advertising because it delivers mass audiences to advertisers.”通過這句話可知，對廣告來講，電視是一種具有吸引力的媒體，因?yàn)樗梢越o廣告商帶來眾多觀眾。據(jù)此判斷，應(yīng)選擇A。

2.【答案】D

【解析】依據(jù)標(biāo)題Television下第二段第六、第七句“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.”通過這段話可知，可觀看的電視頻道數(shù)量增多，廣告商就更多了。這也導(dǎo)致了觀眾們可以觀看到更多的廣告。據(jù)此判斷，應(yīng)選擇D。

3.【答案】B

【解析】依據(jù)標(biāo)題Newspapers下第二段第一句“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 television.”通過這句話可知，在報(bào)紙上的廣告費(fèi)要低于在電視上的廣告費(fèi)，與電視比較而言，報(bào)紙可以使廣告商與觀眾進(jìn)行更持久、更詳盡地交流。據(jù)此判斷，應(yīng)選擇B。

4.【答案】C

【解析】依據(jù)標(biāo)題Radio第一段第四句“Radio provides a way for advertisers to communicate with audience members at all times of the day.”通過這句話可知，電臺可以全天候地幫助廣告商與聽眾進(jìn)行交流。又據(jù)本標(biāo)題第二段最后一句“As a result, radio will increasingly attract target audiences who live many miles apart.”通過這句話可知，電臺廣告會吸引到更多居住在遠(yuǎn)方的聽眾。據(jù)以上內(nèi)容判斷，應(yīng)選擇C。

5.【答案】A

【解析】依據(jù)標(biāo)題Magazines第一段末句“Advertisers see magazines as an efficient way of reaching target audience members.”通過這句話可知，廣告商認(rèn)為，雜志是接近產(chǎn)品對象的一個(gè)有效途徑。據(jù)此判斷，應(yīng)選擇A。

6.【答案】B

【解析】依據(jù)標(biāo)題Out-of-home Advertising第一段第一、第二句“Out-of-home advertising, also called place-based advertising, has become an increasingly 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.”通過這段話可知，戶外廣告也稱為場所廣告，已成為一種能更加高效地接近消費(fèi)者的廣告方式。現(xiàn)在的消費(fèi)者比以前更加活躍。據(jù)此判斷，應(yīng)選擇B。

7.【答案】C

【解析】依據(jù)標(biāo)題Internet第一段末句“The challenge to Internet advertisers is to create ads that audience members remember.”通過這段話可知，對網(wǎng)絡(luò)廣告商而言，他們的挑戰(zhàn)是創(chuàng)造出可以令網(wǎng)民記住的廣告。據(jù)此判斷，應(yīng)選擇C。

8.【答案】quite homogeneous but small

【解析】依據(jù)標(biāo)題Internet第二段第二句“Internet audiences tend to be quite homogeneous, but small.”通過這段話可知，網(wǎng)民們往往具有更多的共同點(diǎn)，但是群體也將更小。據(jù)此判斷，答案應(yīng)是 quite homogeneous but small。

9.【答案】relationships with consumers

【解析】依據(jù)最后一段倒數(shù)第二句“Direct mail is an effective way to build relationships with consumers.”通過這段話可知，直銷郵件可以有效地與消費(fèi)者建立聯(lián)系。據(jù)此判斷，答案應(yīng)是 relationships with consumers。

10.【答案】the appropriate media

【解析】依據(jù)首段首句“After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement.”通過這段話可知，在確定產(chǎn)品或者服務(wù)所要面向的對象以后，廣告商一定要選擇合適的媒體進(jìn)行廣告宣傳。據(jù)此判斷，答案應(yīng)是the appropriate media。

參考譯文

廣告媒體的選擇

在確定產(chǎn)品或者服務(wù)所要面向的對象以后，廣告商一定要選擇合適的媒體進(jìn)行廣告宣傳。我們在這里要討論的是幾種主要的廣告媒體類型。我們主要關(guān)注七種廣告類型：電視、報(bào)紙、電臺、雜志、戶外廣告、因特網(wǎng)以及直銷郵件。

電 視

對于發(fā)布廣告來說，電視是一種具有吸引力的媒體，因?yàn)樗梢越o廣告商帶來眾多觀眾。試想一下，每四個(gè)美國人中就有三個(gè)看過《誰想成為百萬富翁？》這個(gè)節(jié)目，這時(shí)你就能了解電視與龐大的觀眾群體交流的威力了。例如，廣告商創(chuàng)立了一個(gè)品牌，他們想讓廣大消費(fèi)者對他們的品牌與形象留下印象時(shí)，電視便是滿足此種交流的理想載體。但是電視廣告價(jià)格不菲，并不是所有的廣告商都能支付得起。

電視對廣告有四重影響。第一，窄播意味著越來越多的窄帶用戶可以觀看專門的電視頻道。例如，打高爾夫球的人觀看高爾夫球頻道。那些對改善家居感興趣的人可以觀看家庭與園藝頻道。因此，與過去相比，觀眾群體更小而共同點(diǎn)更多了。第二，可觀看的電視頻道數(shù)量增多，廣告商也就更多了。這也導(dǎo)致了觀眾可以觀看到更多的廣告。第三，觀眾可以通過數(shù)字記錄裝置來控制自己想看的廣告。第四，節(jié)目的編排已經(jīng)不是由網(wǎng)絡(luò)決定，而是取決于當(dāng)?shù)赜芯€電視運(yùn)營商與衛(wèi)星電視節(jié)目制作人。

報(bào)　紙

報(bào)紙每年產(chǎn)生的廣告收益僅次于電視。面向全國發(fā)行的《紐約時(shí)報(bào)》，其每年的廣告收益達(dá)10美元。其國內(nèi)發(fā)行量已增長了40％，而且現(xiàn)在有168個(gè)城市可以送報(bào)上門。就局部而言，報(bào)紙是最大的廣告媒體。

在報(bào)紙上的廣告費(fèi)要低于在電視上的廣告費(fèi)，與電視比較而言，報(bào)紙可以使廣告商與觀眾進(jìn)行更持久、更詳盡地交流。倘若有新的生產(chǎn)技術(shù)，48小時(shí)之內(nèi)廣告就可以躍然紙上，這意味著報(bào)紙可以快速地將廣告信息傳播出去。對當(dāng)?shù)氐木用穸?，?bào)紙是最重要的新聞載體，并且擁有高度忠實(shí)的當(dāng)?shù)刈x者。

電　臺

電臺的廣告量也在增長。電臺廣告經(jīng)常與戶外廣告牌和網(wǎng)絡(luò)結(jié)合在一起，從而觸及比電視媒體更多的消費(fèi)者。廣告商樂意使用電臺做廣告，因?yàn)樗入娨晱V告的費(fèi)用要低一些，這意味著廣告商有財(cái)力反復(fù)播放他們的廣告。網(wǎng)絡(luò)公司也轉(zhuǎn)向通過電臺做廣告。電臺可以全天候地幫助廣告商與聽眾進(jìn)行交流。消費(fèi)者在去上學(xué)或上班的路上、在工作之余、在回家的路上及晚上都可以聽到電臺廣播。

兩個(gè)重大變化——衛(wèi)星與網(wǎng)絡(luò)電臺——將迫使廣告商改變他們的方式。這兩種電臺形式可以使聽眾收聽到過去未曾收聽過的遠(yuǎn)方的電臺。這樣一來，電臺廣告會吸引到更多居住在遠(yuǎn)方的聽眾。

雜　志

新聞周刊、女性?？约吧虡I(yè)雜志的廣告量都在增加，因?yàn)檫@些刊物的讀者擁有較高的品味。雜志之所以受到廣告商的青睞，是因?yàn)樗鼈兺斗诺氖袌鍪禽^為定向的。廣播媒體，例如網(wǎng)絡(luò)電視，吸引了各種各樣的觀眾，但是雜志的讀者卻具有更多的共同點(diǎn)。例如，如果你平常讀《體育畫報(bào)》，那你就與這本雜志的其他讀者有著很多的共同點(diǎn)。廣告商認(rèn)為，雜志是接近產(chǎn)品對象的一個(gè)有效途徑。

使用印刷媒體——雜志與報(bào)紙的廣告商需要適應(yīng)兩個(gè)主要的改變。第一，網(wǎng)絡(luò)會給當(dāng)?shù)貓?bào)紙帶來更多的讀者。這些讀者比過去的讀者更多元化，并且在地理位置上更加分散。第二，廣告商必須知道如何利用種類越來越多的雜志吸引他們的目標(biāo)群體。盡管一些雜志會繼續(xù)面向全國的讀者，但是許多雜志將會針對一些特定的讀者群。

戶外廣告

戶外廣告也稱為場所廣告，已成為一種能更加高效地接近消費(fèi)者的廣告方式?，F(xiàn)在的消費(fèi)者比以前更加活躍。很多人不僅僅是坐在家里看電視。使用廣告牌、報(bào)攤及車體廣告可以更好地吸引忙碌的消費(fèi)者。越來越多的消費(fèi)者的工作地點(diǎn)離家較遠(yuǎn)，這使得戶外廣告更有效?？萍及l(fā)展使廣告牌生意發(fā)生本質(zhì)性的變化，其效力也大幅增加。通過數(shù)字印刷術(shù)，廣告牌公司2個(gè)小時(shí)之內(nèi)就可以制作出一個(gè)廣告牌，而過去卻需要六天的時(shí)間。這樣一來，廣告商可以更快地更改內(nèi)容，從而傳達(dá)更豐富的信息。

互聯(lián)網(wǎng)

由于消費(fèi)者越來越熱衷于網(wǎng)上購物，廣告商也在尋求進(jìn)入這個(gè)市場。由于消費(fèi)者從網(wǎng)絡(luò)上獲得更多的新聞與信息，電視與電臺向消費(fèi)者傳播信息的能力將會降低。對網(wǎng)絡(luò)廣告商而言，他們的挑戰(zhàn)是創(chuàng)造出可以令網(wǎng)民記住的廣告。

在不久的將來，網(wǎng)絡(luò)廣告將會在團(tuán)體廣告中起到更加突出的作用。網(wǎng)民們往往具有更多的共同點(diǎn)，但是群體也將更小。廣告商將必須調(diào)整他們接近網(wǎng)民的方法，同時(shí)改進(jìn)推銷策略以適應(yīng)網(wǎng)絡(luò)媒體。

直銷郵件

最后一種廣告媒體是直銷郵件，是指通過寄送郵件給消費(fèi)者來傳達(dá)客戶信息。直銷郵件包括新聞簡報(bào)、明信片和特項(xiàng)促銷。直銷郵件可以有效地與消費(fèi)者建立聯(lián)系。對于許多業(yè)務(wù)而言，直銷郵件是最有效的廣告方式。