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.
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（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 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（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 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】依据标题Television下第一段第一句“Television is an attractive medium for advertising because it delivers mass audiences to advertisers.”通过这句话可知，对广告来讲，电视是一种具有吸引力的媒体，因为它可以给广告商带来众多观众。据此判断，应选择A。
2.【答案】D
【解析】依据标题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.”通过这段话可知，可观看的电视频道数量增多，广告商就更多了。这也导致了观众们可以观看到更多的广告。据此判断，应选择D。
3.【答案】B
【解析】依据标题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.”通过这句话可知，在报纸上的广告费要低于在电视上的广告费，与电视比较而言，报纸可以使广告商与观众进行更持久、更详尽地交流。据此判断，应选择B。
4.【答案】C
【解析】依据标题Radio第一段第四句“Radio provides a way for advertisers to communicate with audience members at all times of the day.”通过这句话可知，电台可以全天候地帮助广告商与听众进行交流。又据本标题第二段最后一句“As a result, radio will increasingly attract target audiences who live many miles apart.”通过这句话可知，电台广告会吸引到更多居住在远方的听众。据以上内容判断，应选择C。
5.【答案】A
【解析】依据标题Magazines第一段末句“Advertisers see magazines as an efficient way of reaching target audience members.”通过这句话可知，广告商认为，杂志是接近产品对象的一个有效途径。据此判断，应选择A。
6.【答案】B
【解析】依据标题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.”通过这段话可知，户外广告也称为场所广告，已成为一种能更加高效地接近消费者的广告方式。现在的消费者比以前更加活跃。据此判断，应选择B。
7.【答案】C
【解析】依据标题Internet第一段末句“The challenge to Internet advertisers is to create ads that audience members remember.”通过这段话可知，对网络广告商而言，他们的挑战是创造出可以令网民记住的广告。据此判断，应选择C。
8.【答案】quite homogeneous but small
【解析】依据标题Internet第二段第二句“Internet audiences tend to be quite homogeneous, but small.”通过这段话可知，网民们往往具有更多的共同点，但是群体也将更小。据此判断，答案应是 quite homogeneous but small。
9.【答案】relationships with consumers
【解析】依据最后一段倒数第二句“Direct mail is an effective way to build relationships with consumers.”通过这段话可知，直销邮件可以有效地与消费者建立联系。据此判断，答案应是 relationships with consumers。
10.【答案】the appropriate media
【解析】依据首段首句“After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement.”通过这段话可知，在确定产品或者服务所要面向的对象以后，广告商一定要选择合适的媒体进行广告宣传。据此判断，答案应是the appropriate media。
参考译文
广告媒体的选择
在确定产品或者服务所要面向的对象以后，广告商一定要选择合适的媒体进行广告宣传。我们在这里要讨论的是几种主要的广告媒体类型。我们主要关注七种广告类型：电视、报纸、电台、杂志、户外广告、因特网以及直销邮件。
电 视
对于发布广告来说，电视是一种具有吸引力的媒体，因为它可以给广告商带来众多观众。试想一下，每四个美国人中就有三个看过《谁想成为百万富翁？》这个节目，这时你就能了解电视与庞大的观众群体交流的威力了。例如，广告商创立了一个品牌，他们想让广大消费者对他们的品牌与形象留下印象时，电视便是满足此种交流的理想载体。但是电视广告价格不菲，并不是所有的广告商都能支付得起。
电视对广告有四重影响。第一，窄播意味着越来越多的窄带用户可以观看专门的电视频道。例如，打高尔夫球的人观看高尔夫球频道。那些对改善家居感兴趣的人可以观看家庭与园艺频道。因此，与过去相比，观众群体更小而共同点更多了。第二，可观看的电视频道数量增多，广告商也就更多了。这也导致了观众可以观看到更多的广告。第三，观众可以通过数字记录装置来控制自己想看的广告。第四，节目的编排已经不是由网络决定，而是取决于当地有线电视运营商与卫星电视节目制作人。
报 纸
报纸每年产生的广告收益仅次于电视。面向全国发行的《纽约时报》，其每年的广告收益达10美元。其国内发行量已增长了40％，而且现在有168个城市可以送报上门。就局部而言，报纸是最大的广告媒体。
在报纸上的广告费要低于在电视上的广告费，与电视比较而言，报纸可以使广告商与观众进行更持久、更详尽地交流。倘若有新的生产技术，48小时之内广告就可以跃然纸上，这意味着报纸可以快速地将广告信息传播出去。对当地的居民而言，报纸是最重要的新闻载体，并且拥有高度忠实的当地读者。
电 台
电台的广告量也在增长。电台广告经常与户外广告牌和网络结合在一起，从而触及比电视媒体更多的消费者。广告商乐意使用电台做广告，因为它比电视广告的费用要低一些，这意味着广告商有财力反复播放他们的广告。网络公司也转向通过电台做广告。电台可以全天候地帮助广告商与听众进行交流。消费者在去上学或上班的路上、在工作之余、在回家的路上及晚上都可以听到电台广播。
两个重大变化——卫星与网络电台——将迫使广告商改变他们的方式。这两种电台形式可以使听众收听到过去未曾收听过的远方的电台。这样一来，电台广告会吸引到更多居住在远方的听众。
杂 志
新闻周刊、女性专刊以及商业杂志的广告量都在增加，因为这些刊物的读者拥有较高的品味。杂志之所以受到广告商的青睐，是因为它们投放的市场是较为定向的。广播媒体，例如网络电视，吸引了各种各样的观众，但是杂志的读者却具有更多的共同点。例如，如果你平常读《体育画报》，那你就与这本杂志的其他读者有着很多的共同点。广告商认为，杂志是接近产品对象的一个有效途径。
使用印刷媒体——杂志与报纸的广告商需要适应两个主要的改变。第一，网络会给当地报纸带来更多的读者。这些读者比过去的读者更多元化，并且在地理位置上更加分散。第二，广告商必须知道如何利用种类越来越多的杂志吸引他们的目标群体。尽管一些杂志会继续面向全国的读者，但是许多杂志将会针对一些特定的读者群。
户外广告
户外广告也称为场所广告，已成为一种能更加高效地接近消费者的广告方式。现在的消费者比以前更加活跃。很多人不仅仅是坐在家里看电视。使用广告牌、报摊及车体广告可以更好地吸引忙碌的消费者。越来越多的消费者的工作地点离家较远，这使得户外广告更有效。科技发展使广告牌生意发生本质性的变化，其效力也大幅增加。通过数字印刷术，广告牌公司2个小时之内就可以制作出一个广告牌，而过去却需要六天的时间。这样一来，广告商可以更快地更改内容，从而传达更丰富的信息。
互联网
由于消费者越来越热衷于网上购物，广告商也在寻求进入这个市场。由于消费者从网络上获得更多的新闻与信息，电视与电台向消费者传播信息的能力将会降低。对网络广告商而言，他们的挑战是创造出可以令网民记住的广告。
在不久的将来，网络广告将会在团体广告中起到更加突出的作用。网民们往往具有更多的共同点，但是群体也将更小。广告商将必须调整他们接近网民的方法，同时改进推销策略以适应网络媒体。
直销邮件
最后一种广告媒体是直销邮件，是指通过寄送邮件给消费者来传达客户信息。直销邮件包括新闻简报、明信片和特项促销。直销邮件可以有效地与消费者建立联系。对于许多业务而言，直销邮件是最有效的广告方式。
