2017年12月英语四级段落匹配题练习（5）
Media Selection for AdvertisementsAfter determining the target audience for a productor service, advertising
agencies must select theappropriate media for the advertisement. Wediscuss here
the major types of media used inadvertising. We focus our attention on seven
typesof 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 toadvertisers. When you consider that nearly three out of four
Americans have seen the gameshow Who Wants to Be a Millionaire? you can
understand the power of television tocommunicate with a large audience. When
advertisers create a brand, for example, theywant to impress consumers with the
brand and its image. Television provides an ideal vehiclefor this type of
communication. But television is an expensive medium, and not alladvertisers can
afford to use it.
Television's influence on advertising is fourfold. First, narrowcasting
means that televisionchannels are seen by an increasingly narrow segment of the
audience. The Golf Channel, forinstance.
is watched by people who play golf. Home and Garden Television is seen by
those interested inhousehold 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 oftelevision channels available to viewers, and thus,
advertisers. This has also resulted in anincrease in the sheer number of
advertisements to which audiences are exposed. Third, digitalrecording devices
allow audience members more control over which commercials they watch. Fourth,
control over programming is being passed from the networks to local cable
operatorsand satellite programmers.
Newspaper?
After television, the medium attracting the next largest annual ad revenue
is newspapers. TheNew York Times, which reaches a national audience, accounts
for $1 billion in ad revenueannually, ii m increased its national circulation
(发行量) by 40% and is now available forhome delivery in ion clues. Locally,
newspapers are the largest advertising medium.
Newspapers are a less expensive advertising medium than television and
provide a way foradvertisers to communicate a longer. more detailed message to
their audience than they canthrough 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 theydevelop 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 the Internet to reach even more customers
than television. Advertisers arelikely to use radio because it is a less
expensive medium than television, which meansadvertisers can afford to repeal
their ads often. Internet companies are also turning 10 radioadvertising. Radio
provides a way for advertisers to communicate with audience members atall times
of the day. Consumers listen to radio on their way to school or work, at work,
on theway home, and in the evening hours.
Two major changes—satellite and Internet radio—will force radio advertisers
to adapt theirmethods. Both of these radio forms allow listeners to tune in
stations that are more distantthan the
local stations they could receive in the past. As a result, radio will
increasingly attract targetaudiences who live many miles apart.
Magazines
Newsweeklies, women’s titles, and business magazines have all seen
increases in advertisingbecause they attract the high-end market, magazines are
popular with advertisers because ofthe narrow market that they deliver. A
broadcast medium such as network television attractsall types of audience
members, but magazine audiences are more homogeneous, if you readsports
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 mainchanges. 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 theirtarget audiences. Although some
magazines will maintain national audiences, a large number ofmagazines will
entertain narrower audiences.
Out-of-home advertising
Out-of-home advertising. Also called place-based advertising, has become an
increasinglyeffective way of reaching consumers, who are more active than ever
before. Many consumerstoday do not sit at home and watch television. Using
billboards, newsstands, and bus sheltersfor advertising is an effective way of
reaching these on-the-go consumers. More consumerstravel 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 effectivemedium
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 createbecause they.
Can change their messages more quickly.
Internet
As consumers become more comfortable with online shopping, advertisers will
seek to reachthis market As consumers get more of their news and information
from the Internet, the abilityof television and radio to get the word out to
consumers will decrease. The challenge toInternet advertisers Is to create ads
that audience members remember.
Internet advertising will play a more prominent role in organizations'
advertising in the nearfuture. Internet audiences tend to be quite homogeneous,
but small. Advertisers will have toadjust their methods to reach these audiences
and will have to adapt their persuasivestrategies to the online medium as
well.
Direct mail
A final advertising medium is direct mail, which uses mailings to consumers
to communicatea client's message Direct mail includes newsletters. postcards and
special promotions. Directmail is an effective way to build relationships with
consumers. For many businesses direct mailis the most effective from of
advertising.
注意:此部分试题请在答题卡2上作答。
46. Television is an attractive advertising medium in that it has large
audiences.
47. Internet advertisers will have to adjust their methods to reach
audiences that tend to bequite homogeneous, but small.
48. Direct mail is an effective form of advertising for businesses to
develop relationship withconsumers.
49. This passage discusses how advertisers select the appropriate for
advertisements.
50. With the increase in the number of TV channels the number of TV viewers
has increased.
51. Compared with television, newspapers as an advertising medium convey
more detailedmessages.
52. Advertising on radio continues to grow because it provides easy access
to consumers.
53. Magazines are seen by advertisers as an efficient way to reach target
audiences.
54. Out-of-home advertising has become more effective because consumers
travel more nowthan ever before.
55. The challenge to Internet advertisers is to create ads that are easy to
remember.
【参考答案】
46. B)由 Television 定位在 Television 标题下的 B 段第一句，Television is an attractive
medium foradvertising because it delivers mass audiences toadvertisers.与题干相符，因此选
B
47. H)由 Internet 定位在 Internet 标题下的 H 段，Internet audiences tend to be
quitehomogeneous, but small.与题干相符，因此选H。
48. I)由 Direct mail 定位在 Direct mail 标题下的段落，Direct mail includes
newsletters9 postcardsand 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.与题干相符，因此选 I。
49. A)根据题意，可知相关内容在文章A段第一*句，After determining the target audience for
aproduct or service, advertising agencies must select the appropriate media for
the 题干相符，眺选a。
50. B) 由 TV channels 寒位奄 Television 标题下的 B 段，Second, there is an increase
in thenumber of television channels available to viewers, and
thus，advertisers.与题干相符，因此选 B。
51. C) 由 newspapers 定位.在 newspapers 标题尤，Newspapers are a less expensive
advertisingmedium than television and provide a way for advertisers to
communicate a longer, moredetailed message to their audience than they can
through 48 hours，meaning newspapers arealso a quick way of getting the message
out.与题干相符，因此选 C。
52. D) 由 radio 定'位在 ladino 标题下，Radio provides a way for advertisers to
communicatewith audience members at all times of the day. Consumers listen to
radio on their way to schoolor work, at work, on the way home, and in the
evening hours.与题干相符，因此选 D。
53. E)由 Magazines 定位在 Magazine自标题下，Advertisers see magazines as an
efficient way ofreaching target audience members.与题干相符，因此选 E。
54. G)由 Out-of-home advertising 定位在 Out-of-home advertising
标题下段落首句，Out-of-home jadvertising, also called place based advertising, has
become an increasingly effective way of jreaching consumers, who are more active
than ever before.与题干相符，因此选 G。
55. H)由 Internet 定位在 Internet 标题下的，The challenge to Internet advertisers is
to createads that audience members remember.与题干相符，因此选 h。
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