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1、大学英语四级模拟题一一二三四五六总分阅卷人核查人PartIReadingComprehension(SkimmingandScanning)(10%)Directions:Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsontheAnswerSheet.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedA,B,CandD.Forquestion8-10,
2、completethesentenceswiththeinformationgiveninthepassage.MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefoc
3、usourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshavese
4、enthegameshowWhoWantstoBeaMillionaire?Youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisi
5、onisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGa
6、rdenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous（具有共同特点的）thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinaninc
7、reaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper
8、sAftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioni
