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1、二.快速阅读(9：30-9：45) MediaSelectionforAdvertisements Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television
2、,newspapers,radio,magazines,out-of-home.Internet,anddirectmail. Television Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepowe
3、roftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit. Television'sinf
4、luenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance. iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresm
5、allerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudi
6、encemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers. Newspaper? Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanation
7、alaudience,accountsfor$1billioninadrevenueannually,iimincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryinionciues.Locally,newspapersarethelargestadvertisingmedium. Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocom
8、municatealonger.moredetailedmessagetothe
