中央广播电视大学-经贸英语试卷(下)

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1、试卷代号：1052中央广播电视大学2003—2004学年度第二学期“开放本科”期末考试英语(经)专业经贸英语(下)(1)试题2004年7月注意事项一、将你的学号、姓名及分校(工作站)名称填写在答题纸的规定栏内。考试结束后，把试卷和答题纸放在桌上。试卷和答题纸均不得带出考场。二、仔细阅读题目的说明，并按题目要求答题。答案一定要写在答题纸指定的位置上，写在试卷上的答案无效。三、用蓝、黑圆珠笔或钢笔答题，使用铅笔答题无效。   PartOneReading(20points)Passage1Markthefollowing

2、statementsTrueorFalseaccordingtotheinformationprovidedinthepassage.The5thannualAssociationofNationalAdvertisersreportfinds,that79%ofU.S.companiesadvertisedonlinein2000--upfromslightlyunder67%in1999.Companiesspentanaverageof$2.4millioneachfore-advertisingin2000a

3、nd50%saythatdevelopingandimprovingbrandloyaltywastheirprimarygoaloverallforwebmarketing.Itisnotdifficulttofigureoutwhythesecompaniesareeyeingthenet:TheshareofU.S.householdsthatareonlinepassed50%.Websurfersspentanaverageof17hourspermonthonlineathomeandatworkinJa

4、nuary2001.Advertiserswillfollowtheircustomersandtheyneedenticingwaystoreachthecustomers.Onlineadvertisingallowsadvertiserstoestablishwiththeircustomersthroughdatabasesandemail.Letcustomersinteractwiththecompany'sproductsandserviceswhilegainingfamiliarityandcust

5、omerloyalty.Itisacost-effectiveadditiontothemarketingmix.Itoffersexcellentvalue,andisanessentialpartofthemarketingmix,guaranteeingthatthemessageiscommunicatedtotherighttargetaudience.Oneoftheeasiestwaystobuyonlineadvertisingisthroughanadvertisingnetworkorbroker

6、service.AdbrokersandnetworkscompanieslikeEngageandMatchLogic--selladvertisingpackagesthatallowyoutoreachaspecificaudiencebyplacingadsontheWebsitesyourtargetaudienceismostlikelytovisit.Brokersandnetworksareanespeciallygoodoptionforcompaniesthatdon'thavetheresour

7、cesortimetodeveloptheirownonlineadvertisingcampaigns.Ontheotherhand,ifyou'vedoneyourresearchandknowthespecificsitesonwhichyouwantyourbannerstoappear,you--oryouradvertisingagency--earcontactthesitesdirectlyandnegotiateindividualadvertisingcampaigns.Thisapproachc

8、anbeespeciallyeffectivewhendealingwithcompanies,suchasYahoothatmaintainlargenetworksofWebsiteswhereyouradsmightappear.Anotheroptionistouseanadauctionservice.Thesesites,sucha