2008年6月大学英语四级考试真题(3)

cet4

2008---06---CET--4

- 3 -14 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 2. With the increase in the number of TV channels_________. A) the cost of TV advertising has decreased B) the nuiflber of TV viewers has increased C) advertisers' interest in other media has decreased D) the number of TV ads people can see has increased pared with television, newspapers as an advertising medium_________________. A) earn a larger annual ad revenue B) convey more detailed messages