Advertisers tend to think big and perhaps this is ...

第1题

Internet advertisers will have to adjust their methods to reach audiences that tend to

be_____________

第2题

Cable TV has experienced tremendous growth as an advertising medium because it has some

important advantages. A primary one is selectivity. Cable subscribers tend to be younger, more fluent, and better educated than nonsubscribers and have【M1】______ greater purchasing power. Moreover, the specialized programming on the various cable networks reaches very general target markets.【M2】______ Many advertisers have turned to cable because of the opportunities it offers to narrowcasting, or reaching very【M3】______ specialized markets. For example, MTV is used by advertisers in the United States and many other countries to reach teenagers and young adults. CNBC is now the worldwide leader in business news and reaches a highly educated and rich audience. ESPN has become synonymous as sports and is very popular among【M4】______ advertisers who want to target men of all ages. Advertisers are also interested in cable because of its low cost and flexibility. Advertising rates on cable programs are much lower than that for the shows on the major networks. Advertising【M5】______ time on network shows can cost two to three times as much on a cost-per-thousand basis of in some time periods. 25 Spot【M6】______ advertising is also considerately cheaper on most cable stations,【M7】______ while local cable is most affordable television advertising vehicle【M8】______ available. This makes TV a much more unviable media option for【M9】______ smaller advertisers with limited budgets and those interested in targeting their commercials to a well-refined target audience. Also,【M10】______ cable advertisers generally do not have to make the large up-front commitments, which may be as much as a year in advance, the networks require.

【M1】

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第3题

Every year television stations receive hundreds of complaints about, the loudness of adver

tisements. However, federal rules forbid the practice of making ads louder than the programming. In addition, television stations always operate at the highest sound level allowed for reasons of efficiency. According to one NBC executive, no difference exists in the peak sound level of ads and programming. Given this information, why do commercials sound so loud？

The sensation of sound involves a variety of factors in addition to its peak level. Advertisers are skilful at creating the impression of loudness through their expert use of such factors. One major contributor to the perceived loudness of commercials is that much less variation in sound level occurs during a commercial. In regular programming the intensity of sound varies over a large range. However, sound levels in commercials tend to stay at or near peak levels.

Other "tricks of the trade" are also used. Because low-frequency sounds can mask higher frequency sounds, advertisers filter out any noises that may drown out the primary message. In addition, the human voice has more auditory(听觉的) impact in the middle frequency ranges. Advertisers electronically vary voice sounds so that they stay within such a frequency band. Another approach is to write the script. so that lots of consonants(辅音) are used, because people are more aware of consonants than vowel(元音) sounds. Finally, advertisers try to begin commercials with sounds that are highly different from those of the programming within which the commercial is buried. Because people become adapted to the type of sounds coming from programming, a dramatic change in sound quality draws viewer attention. For example, notice how many commercials begin with a cheerful song of some type.

The attention-getting property of commercials can be seen by observing one-to-two-year-old children who happen to be playing around a television set. They may totally ignore the programming. However, when a commercial comes on, their attention is immediately drawn to it because of its dramatic sound quality.

According to the passage, the maximum intensity of sound coming from commercials ______.

A．does not exceed that of programs

B．is greater than that of programs

C．varies over a large range than that of programs

D．is less than that of programs

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第4题

Questions 31 to 35 are based on the following passage. Every year television stations rece

ive hundreds of complaints about the loudness of advertisements. However, federal rules forbid the practice of making ads louder than the programming. In addition, television stations always operate at the highest sound level allowed for reasons of efficiency. According to one NBC executive, no difference exists in the peak sound level of ads and programming. Given this information why do commercials sound so loud？

The sensation of sound involves a variety of factors in addition to its speak level. Advertisers are skilful at creating the impression of loudness through their expert use of such factors. One major contributor to the perceived loudness of commercials is that mush less variation in sound level occurs during a commercial. In regular programming the intensity of sound varies over a large range. However, sound levels in commercials tend to stay at or near peak levels.

Other “tricks of the trade” are also used. Because low-frequency sounds can mask higher frequency sounds, advertisers filter out any noises that may drown out the primary message. In addition, the human voice has more auditory (听觉的) impact in the middle frequency ranges. Advertisers electronically vary voice sounds so that they stay within such a frequency band. Another approach is to write the script. so that lots of consonants (辅音) are used, because people are more aware of consonants than vowel (元音) sounds. Finally, advertisers try to begin commercials with sounds that are highly different from those of the programming within which the commercial is buried. Because people become adapted to the type of sounds coming from programming, a dramatic change in sound quality draws viewer a attention. For example, notice how many commercials begin with a cheerful song of some type.

The attention-getting property of commercials can be seen by observing one-to two-year-old children who happen to be playing around a television set. They may totally ignore the programming. However, when a commercial comes on, their attention is immediately drawn to it because of its dramatic sound quality.

第31题：According to the passage, the maximum intensity of sound coming from commercials ________.

A) does not exceed that of programs

B) is greater than that of programs

C) varies over a large range than that of programs

D) is less than that of programs

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第5题

Shopping has always been something of an impulse activity, in which objects that catch our

fancy while strolling are immediately bought on a whim. Advertisers and sellers have taken advantage of this fact, carefully positioning inexpensive but attractive items on paths that we are most likely to cross, in the hopes that our human nature will lead to a greater profit for them With the dawn of the Internet and its exploding usage across the world, the same tactics apply.

Advertisers now place "banners", links to commercial web sites decorated with attractive pictures designed to catch our eyes while browsing, the webs, on key web sites with heavy traffic. They pay top dollar for the right, thus creating profits for the hosting web site as well'. These actions are performed in the hopes that during the course of our casual and leisurely web surfing, we'll click on that banner that sparks our interest and thus, in theory, buy the products advertised.

Initial results have been positive. Web sites report a huge inflow of cash, both from the advertisers who lure customers in with the banners and the hosting web sites who are paid for allowing the banners to be put in place. As trust and confidence in Internet buying increases and information security is heightened with new technology, the volume of buying is increasing, leading to even greater profits.

The current situation, however, is not quite as optimistic. Just as magazine readers tend to unconsciously ignore advertisements in their favorite periodicals, web browser are beginning to allow banners to slip their notice as well. Internet users respond to the flood of banners by viewing them as annoyances, a negative image that is hurting sales, since users are now less reluctant .to click on those banners, preferring not to support of system that put them in place. If Internet advertising is to continue to-be a viable and profitable business practice, new methods will need to be considered to reinvigorate the industry.

With the recent slump in the technology sector and slumping economy, even new practices may not do the trick. As consumers are saving more and frequenting traditional "brick and mortar" businesses over their Internet counterparts, the fate of Internet business is called into question. The coming years will be the only reliable indication of whether shopping on the world wide web is the wave of the future or simply an impulse activity whose whim has passed.

We learn from the beginning of the text that advertising on the web ______.

A．Internet advertising has displaced more traditional methods of advertising

B．banners and other advertising schemes are the ways to make profit on the

C．is paralleling advertising methods in traditional business settings

D．seeks to lure customers primarily through impulse shopping methods

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第6题

In a competitive economy, the consumer usually has the choice of several different brands

of the same product. Yet underneath their labels, the products are often nearly identical. Thus, manufacturers are confronted with a problem how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to attract consumers in various ways. As a matter of fact, advertisements may be classified into three types according to the kind of appeals they use.

One type of advertisement tries to appeal to the consumer's reasoning mind. It may offer a claim that seems scientific. For example, it may say the dentists recommend Flash toothpaste. In selling a product, the truth of the advertising may be less important than the appearance of truth. A scientific approach gives the appearance of truth;

Another type of advertisement tries to amuse the potential buyer. Products that are essential boring, such as insecticide, are often advertised in an amusing way. One way of doing this is to make the products appear alive. Advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun,

Associating the product with something pleasant is the technique of the third type of appeal. In this class, ads suggest that the product will satisfy some basic human desire. One such desire is the wish to be admired by other people. Many automobile advertisements are in this category. Another powerful desire to which advertisers appeal is the desire for love. Thus ads for bandages(绷带) are unlikely to emphasize the way the bandages are made or their low cost; instead, the ads may Show a mother tenderly binding up and then kissing her small boy's cut finger. In the picture there is an open package of Ouch Bandages. The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandages=Love".

One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies.

Under the cover of different brands,______.

A．the products have great difference from each other

B．the products are more or less the same

C．the manufacturers tend to differ very little

D．the brands may vary only in name

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第7题

Shopping has always been something of an impulse activity, in which objects that catch our

fancy while strolling are immediately bought on a whim. Advertisers and sellers have taken advantage of this fact, carefully positioning inexpensive but attractive items on paths that we are most likely to cross, hoping that our human nature will lead to a greater profit for them. With the dawn of the Internet and its exploding use across the world, the same tactics apply.

Advertisers now place "banners", links to commercial web sites decorated with attractive pictures designed to catch our eyes while browsing the webs, on key web sites with heavy traffic. They pay top dollar for the right, thus creating profits for the hosting web site as well. These actions are performed in the hopes that during the course of our casual and leisurely web surfing, we'll click on that banner that sparks our interest and thus, in theory, buy the products advertised.

Initial results have been positive. Web sites report a huge inflow of cash, both from the advertisers who tempt customers in with the banners and the hosting web sites, which are paid for allowing the banners to be put in place. As trust and confidence in Internet buying increases and information security is heightened with new technology, the volume of buying is increasing, leading to even greater profits.

The current situation, however, is not quite as optimistic. Just as magazine readers tend to unconsciously ignore advertisements in their favorite periodicals, web browsers are beginning to allow banners to slip their notice as well. Internet users respond to the flood of banners by viewing them as annoyances, a negative image that is hurting sales, since users are now less reluctant to click on those banners, preferring not to support the system that puts them in place. If Internet advertising is to continue to be a viable and profitable business practice, new methods will need to be considered to reinvigorate the industry.

With the recent depression in the technology sector and slowing economy, even new practices may not do the trick. As consumers are saving more and frequenting traditional real estate businesses over their Internet counterparts, the fate of Internet business is called into question. The coming years will be the only reliable indication of whether shopping on the World Wide Web is the wave of the future or simply an impulse activity whose whim has passed.

Notes:

on a whim 心血来潮。surf v.冲浪。in theory在理论上，顺理成章。hosting 访问率高的。call...into question 质疑，对…提出疑问。

It can be learned from the first paragraph that Internet advertising _____.

A．has taken the place of more traditional methods of advertising.

B．is one of the most effective ways to make profits on the web.

C．is paralleling advertising methods in traditional business settings.

D．seeks to tempt customers through impulse shopping methods.

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第8题

听力原文：Hong Kong is a city inclined toward red; in Thailand the color is yellow; India l

听力原文： Hong Kong is a city inclined toward red; in Thailand the color is yellow; India leans toward reds and oranges. To an Asian colors are infused with beliefs, religious and otherwise. To the Chinese, red is very lucky, but to Thais yellow brings good fortune. The combination of blue, black, and white is, to the Chinese, suggestive of a funeral.

Many Western businessmen believe that most Asians have become Westernized in their outlook, but Westernization and education do not usually completely replace the culture and beliefs of an Asian's forefathers. They tend instead to make a more intricate alliance between his culture and religious bonds. The approach required to sell an Asian any commodity must follow the basic formula of catering to national pride, acknowledging equality, and understanding the Asian's beliefs.

Color is a touchy thing. Advertisers are advised to take into consideration the religious and superstitious beliefs connected with colors before using them. The color combinations of green and purple are acceptable throughout Asia, but using one or both of these colors is no guarantee of sales, as a prominent manufacturer of water-recreation products learned in Malaysia. its home office received heated requests from its Malaysian distributors to stop shipments on all products colored green. The distributors reported that numerous customers associated the color green with the jungle and illness.

(30)

A．The symbolic significance of a specific color.

B．The subtle cultural connotation of colors.

C．The influence of Westernization on Asian people's outlook.

D．Expensive lessons Western businessmen learned in Asia.

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第9题

听力原文：Hong Kong is a city inclined toward red; in Thailand the color is yellow; India l

听力原文： Hong Kong is a city inclined toward red; in Thailand the color is yellow; India leans toward reds and oranges. These are not political colors, but colors that suggest religious beliefs.

To an Asian, colors are full of beliefs, religious and otherwise. To the Chinese, red is very lucky, but to Thais yellow brings good fortune. The combination of blue, black, and white is, to the Chinese, suggestive of a funeral.

Many western businessmen believe that most Asians have become westernized in their outlook. This is true in part. But westernization and education do not usually completely replace the culture and beliefs of Asians' forefathers. They tend instead to make a more sophisticated combination of his culture and religious bonds. The approach required to sell an Asian any commodity must follow the basic formula of catering to national pride, acknowledging equality, and understanding the Asian's beliefs.

Color is a touchy thing. Advertisers are advised to take into consideration the religious and superstitious beliefs connected with colors before using them. The color combinations of green and purple are acceptable throughout Asia as these colors seem to have been worn by religious leaders in earlier times.

However, using one or both of these colors is no guarantee of sales, as a prominent manufacturer of water-recreation products learned in Malaysia. Its home office received heated request from its distributors to stop shipments on all products colored green. The distributors reported that numerous customers associated the color green with the jungle and illness.

(30)

A．Colors Communicate.

B．Green and Purple: A Sign of Religious Leadership.

C．An Expensive Lesson in Malaysia.

D．The Westernization of Asia.

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第10题

Media Selection for Advertisements After determining the target audience for a product or

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 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.

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 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 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 advertisers

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第11题

Directions: You aregoing to read a list of headings and a text about the functions of adve

rtisment. Choosethe most suitable heading from the list A-F for eachnumbered paragraph (41-45). There isone extra heading which you do not need to use. Mark your answers on ANSWER SHEET 1.(10 points) [A]Advertisements add interests to life [B] Advertisementshelp to save money [C]Criticisms on advertisers [D]Usefulness of small advertisements [E]True aesthetic value of advertisement [F]Informing : the chief function of advertising Directions: You aregoing to read a list of heading

Advertisers tend to think big and perhapsthis is why they're always coming in for criticism. Their critics seem toresent them because they have a flair for self-promotion and because they haveso much money to throw around. "It's iniquitous," they say,"that this entirely unproductive industry (if we can call it that) shouldabsorb millions of pounds each year. It only goes to show how much profit thebig companies are making. Why don't they stop advertising and reduce the priceof their goods？ After all, it's the consumer who pay... " Directions: You aregoing to read a list of heading

The poor old consumer! He'd have to pay agreat deal more if advertising didn't create mass markets for products. It isprecisely because of the heavy advertising that consumer goods are so cheap.But we get the wrong idea if we think the only purpose of advertising is tosell goods. Another equally important function is to inform. A great deal ofthe knowledge we have about household goods derives largely from theadvertisements we read. Advertisementsintroduce us to new products or remind us of the existence of ones we alreadyknow about. Supposing you wanted to buy a washing machine, it is more thanlikely you would obtain details regarding performance, price, etc. , from anadvertisement. Directions: You aregoing to read a list of heading

Lots of people pretend that they neverread advertisements, but this claim may be seriously doubted. It is hardlypossible not to read advertisements these days. And what fun they often are,too! Just think what a railway station or a newspaper would be like without advertisements.Would you enjoy gazing at a blank wall or reading railway laws while waiting fora train？ Would you like to read only closely-printed columns of news in yourdaily paper？ A cheerful, witty advertisement makes such adifference to a drab wall or newspaper full of the daily ration of calamities. Directions: You aregoing to read a list of heading

根据以上内容，回答1~5题。 __________。

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Advertisers tend to think big and perhaps this is why they' re always coming in for critic