西安建筑科技大学考试试卷 A final advertising medium is direct mail, which ailings to consumers to communicate a clients e also a quick way of getting the are often the most important form of news for a local message. Direct mail includes newsletters, postcards and special promotions Direct mail is an effective way to community, and they develop a high degree of loyalty from local reader. businesses, direct mail is the most effective form of advertisng. 注意:此部分试题请在答题卡1上作答 to grow. Radio is often used in conjunction with outdoor bill-boards(#M)and 1. Television is an attractive advertising medium in that to reach even more customers than television Advertisers are likely to use radio because it is a less A)it has large audiences television, which means advertisers can afford to repeat their ads often. D)it is affordable to m turning to radio advertising. Radio provides a way for advertisers to communicate with audience members ar all 2. With the increase in the number of'TVcharnels times of the day. Consumers listen to radio on their way to school a wark, at wark, on the way home, and in the A)the cost of TV advertising hasdecreased Two major changes-satellite and Internet radio-will force radio advertisers to adapt their methods Both of C)advertisers interest in other media has decrease hese radio forms allow listeners to tune in stations that are more distant than the local stations they could receive in the D) the number of TV ads people can see has increased past. As a result, radio will increasingly attract target audiences who live many miles apart. 3. Compared with television, newspapers as an advertising medium A)earn a larger annual ad rev Newsweeklies, women's titles, and business magazines have all seen increases in advertising because they a D) get messages out more effective at they deliver broadcast medium such as network television attracts all types of audience members, but magazine audiences are n homogeneous If you read Sports illustrated for example, you have much in common with the magazine's other B)modern technology makes it more entertaining as an efficient way of reaching target audience members C)it provides Advertisers using the print me nes and newspapers-will need to adapt to two main changes Firs, D) it has been revolutionized by Internet radio 油分动四四时1 the Internet will bring I magazines will maintain national audiences, a large number of B)atract diverse audiences an ever before. Many today do not sit at home and watch A)billboards can be replaced within two hour television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these B)consumers travel more now than ever before onsumers More consumers travel longer distances to0mmwn则hh6hm由 have been made much mo enee to Internet advertisers is to create Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. ThisA)quick to update allows advertisers variety in the types of messages they create because they can change their messages more B)pleasant tolook at 8. Internet advertisers will have to adjust their methods to reach audiences that tend to be ous, but small dispersed, but large As consumers become more comfortable with online shopping, advertisers will seek to reach this market. As rer before D)difficult to reach their news and from the Internet, the ability of television and radio to get the word 9. Direct mail is an effective form of advertising for businesses to develop anizations'advertising in the near future. Internet audiences)relations 宗 nd to be quite homogeneous, but small. Advertisers will have to adjust their methods to reach the audiences and 10. This passage discusses how advertisers select for advertisements. will have to adapt their persuasive strategies to the online medium as well. A)business development C)the appropriate media B)different chen D) marketing西安建筑科技大学考试试卷 Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate 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 often the most important form of news for a local community, 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 the Internet 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 repeat their ads often. Internet companies are also turning to radio advertising. Radio provides a way for advertisers to communicate 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 Internet 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 network television attracts all types of audience members, but magazine audiences are more homogeneous. If you read Sports illustrated, for example, you have much in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members. Advertisers using the print media–magazines and newspapers–will need to adapt to two main changes. First, the Internet will bring larger audiences to local newspapers. These audiences will be more diverse and geographically dispersed(分散) than in the past. 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 become 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 companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they can change their messages more quickly. Internet As consumers become more comfortable with online shopping, advertisers will seek to reach this market. As consumers get more of their news and information from the Internet, the ability of television and radio to get the word out to consumers will decrease. The challenge to Internet advertisers is to create ads that audience members remember. Internet advertising will play a more prominent role in organizations’ advertising in the near future. Internet 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 communicate 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 form of advertising. 注意：此部分试题请在答题卡 1 上作答。 1. Television is an attractive advertising medium in that . A) it has large audiences C) it helps build up a company’s reputation B) it appeals to housewives D) it is affordable to most advertisers 2. With the increase in the number of TV channels . A) the cost of TV advertising has decreased B) the number of TV viewers has increased C) advertisers’interest in other media has decreased D) the number of TV ads people can see has increased 3. Compared with television, newspapers as an advertising medium . A) earn a larger annual ad revenue C) use more production techniques B) convey more detailed messages D) get messages out more effectively 4. Advertising on radio continues to grow because . A) more local radio stations have been set up B) modern technology makes it more entertaining C) it provides easy access to consumers D) it has been revolutionized by Internet radio 5. Magazines are seen by advertisers as an efficient way to . A) reach target audiences B) attract diverse audiences C) appeal to educated people D) convey all kinds of messages 6. Out-of-home advertising has become more effective because . A) billboards can be replaced within two hours B) consumers travel more now than ever before C) such ads have been made much more attractive D) the pace of urban life is much faster nowadays 7. The challenge to Internet advertisers is to create ads that are . A) quick to update C) easy to remember B) pleasant to look at D) convenient to access 8. Internet advertisers will have to adjust their methods to reach audiences that tend to be . A) quite homogeneous, but small C) quite dispersed, but large B) active than ever before D) difficult to reach 9. Direct mail is an effective form of advertising for businesses to develop . A) a clients’ message C) build their reputation B) relationships with consumers D) wholesale business 10. This passage discusses how advertisers select for advertisements. A) business development C) the appropriate media B) different clients D) marketing 专业班级 3 4 ： 姓名： 学号： 下 装 订 线 上 装 订 线