2023年四级真题及答案.doc
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1、Part I Writing (30 minutes) Recreational ActivitiesDirections: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline given below. You should write at least 120 words following the outline given below in Chinese.1.娱乐活动多种多样2.娱乐活动也许使人们受益,也也许有危害性3.作为大学生,我旳见解。Par
2、t II 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 advertising.
3、 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 four Ameri
4、cans 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 o
5、f 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 instance, is wa
6、tched 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 (具有共同特点旳) than they have been in the past. Second, there is an increase in the number of television channels available to viewers,
7、 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 the networ
8、ks 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 circulation (
9、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
10、 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 from local
11、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 advertisers can
12、 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
13、.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 audiences
14、 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 televisio
15、n 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 the print
16、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 increasing numb
17、er 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 of reachin
18、g 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 al
19、so 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 advertisers more
20、 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 of telev
21、ision 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,
22、 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 mail incl
23、udes 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 appeals to
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- 2023 年四级真题 答案
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