英语学习资料：2008年6月大学英语四级考试A卷真题及答案 以下文字资料是由小编为大家搜集整理后发布的内容，让我们赶快一起来看一下吧！
一.写作部分(9：00-9：30)
Part Ⅰ Writing (30 minutes)
Directions: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline given below.You should write at least 120 words following the outline given below in Chinese.
1.娱乐活动多种多样
2.娱乐活动可能使人们受益，也可能有危害性
3.作为大学生，我的看法。
二.快速阅读(9：30-9：45)
Media Selection for Advertisements
After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement.We discuss here the major types of media used in advertising.We focus our attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home.Inter, and direct mail.
Television
Television is an attractive medium for advertising because it delivers mass audiences to advertisers.When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire? you can understand the power of television to municate with a large audience.When advertisers create a brand, for example, they want to impress consumers with the brand and its image.Television provides an ideal vehicle for this type of munication.But television is an expensive medium, and not all advertisers can afford to use it.
Television’s influence on advertising is fourfold.First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience.The Golf Channel, for instance.
is watched by people who play golf.Home and Garden Television is seen by those interested in household improvement projects.Thus, audiences are smaller and more homogeneous(具有共同特点的) than they have been in the past.Second, there is an increase in the number of television channels available to viewers, and thus, advertisers.This has also resulted in an increase in the sheer number of advertisements to which audiences are exposed.Third, digital recording devices allow audience members more control over which mercials they watch.Fourth, control over programming is being passed from the works to local cable operators and satellite programmers.
Newspaper?
After television, the medium attracting the next largest annual ad revenue is newspapers.The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues.Locally, newspapers are the largest advertising medium.
Newspapers are a less expensive advertising medium than television and provide a way for advertisers to municate a longer.more detailed message to their audience than they can through 48 hours,meaning newspapers are also a quick way of getting the massage out.Newspapers are ofen the most important form of news for a local munity, and they develop a high degree of loyalty from local reader.
Radio
Advertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe Inter to reach even more customers than television.Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeal their ads often.Inter panies are also turning 10 radio advertising.Radio provides a way for advertisers to municate with audience members at all times of the day.Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.
Two major changes—satellite and Inter radio—will force radio advertisers to adapt their methods.Both of these radio forms allow listeners to tune in stations that are more distant than the
local stations they could receive in the past.As a result, radio will increasingly attract target audiences who live many miles apart.
Magazines
Newsweeklies, women’s titles, and business magazines have all seen increases in advertising because they attract the high-end market, magazines are popular with advertisers because of the narrow market that they deliver.A broadcast medium such as work television attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for example, you have much in mon with the magazine’s other readers.Advertisers see magazines as an efficient way of reaching target audience members.
Advertiser using the print media-magazines and newspapers-will need to adapt to two main changes.First, the inter will bring larger audiences to local newspapers, these second.Advertisers will have to understand how to use an increasing number of magazines for their target audiences.Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.
Out-of-home advertising
Out-of-home advertising.Also called place-based advertising, has bee an increasingly effective way of reaching consumers, who are more active than 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 panies can print a billboard in 2 hours, pared with 6 days previously.This allows advertisers more variety in the types of messages they create because they.
Can change their messages more quickly.
Inter
As consumers bee more fortable with online shopping, advertisers will seek to reach this market As consumers get more of their news and information from the Inter, the ability of television and radio to get the word out to consumers will decrease.The challenge to Inter advertisers Is to create ads that audience members remember.
Inter advertising will play a more prominent role in organizations’ advertising in the near ftuture.Inter 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 municate 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.
