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1、WORD文档可编辑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,completethesentenceswit
2、htheinformationgiveninthepassage.MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,news
3、papers,radio,magazines,out-of-home,Internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?Youcanunderstandthepoweroftelevisiontocommunicate
4、withalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television’sinfluenceonadvertisingisfourfold.First,narrowcas
5、tingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous（具有共同特点的）thantheyhavebeeninthepast.Second
6、,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogramming
7、isbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.NewspapersAftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$
