2023年大学英语四级考试卷试题.doc
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1、2023年6月大学英语四级考试A卷试题及答案PartWriting(30 minutes) 15%注意:此部分试题在答题卡1上。PartReading Comprehension(Skimming and Scanning)(15minutes)10%(101%)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 f
2、rom 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 advertis
3、ement. 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.TelevisionTelevision is an attractive medium for advertising because it delivers mass audiences
4、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
5、and is 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.Televisions influence on advertising is fourfold. First,narrowcasting means that television channels are seen by an increatingly narrow
6、 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 (具有共同特点旳)than they have been in the past.Second,there is an increse in
7、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
8、 over propramming is being passed from the networks to local cable operators and satellite programmers.NewspapersAfter 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 annuslly
9、. 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 prowide a way for advertisers to commusicate a longer,more detaile
10、d message to their audience than they can through television.Given new production techniqued,adertisements 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 commusity, an
11、d the debelop a high degree of loyalty from local 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. Advertising are likely to use radio because it is a less expensive med
12、ium 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 , a
13、t work, on the way home, and in the evening hours.Two major changessatellites an 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, r
14、adio will increasingly attract target audiences tho live many miled apart.MagazinesNewsweeklies,womenstitles, 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.
15、 A broadcast medium such an network telebision attracts all types of audience menbers, but magazine audiences are more homogeneous. If you read Sports Illusteated,for example, you have much in common with magazines other readers. Advertisers will have to understand how to use an increasing number of
16、 magazines for their target andiences.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 ef-fective way of reaching con
17、sumers, 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 adver-tising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and rrom work, which also m
18、akes 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 prebiously. This allows advertisers more variety i
19、n the types of messages they create because they can chaange their messages more quikly.InternetAs consumers become more comfortable with online shopping, advertisers will seek to reach this market. As consumers ger more of their news and information from the Internet, the ability of television and
20、radio to ger 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
21、. 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 mallA final adverting medium is direct mail, which uses mailings to consumers to communicate a clients message. Direct mail includes newslet
22、ters, posrcardsm, an 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.注意:此部分试题请在答题卡1上作答。1. Television is an attractive advertising mudium in that_. A) it has large audiences C) it helps
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