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全国大学英语四级考试——试卷PartIWriting(30minute)Directions:Forthispart,youareallowed30minutestowriteashortessayonthetopicofWelcometoourclub.Youshouldwriteatleast120wordsfollowingtheoutlinegivenbellow:注意：此部分试题在答题卡1上。PartIWriting(30minutes)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。PartIIReadingComprehension(SkimmingandScanning)(15minutes)Directions:Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsonAnswerSheet1.Forquestions1-7,markY(forYES)ifthestatementagreeswiththeinformationgiveninthepassage;N(forNO)ifstatementcontradictstheinformationgiveninthepassage;NG(forNOTGIVEN)iftheinformationisnotgiveninthepassage.Forquestion8-10,completethesentenceswiththeinformationgiveninthepassage.MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-home.Internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television'sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance.iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper?Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually,iimincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryinionciues.Locally,newspapersarethelargestadvertisingmedium.Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger.moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemassageout.Newspapersareofenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreader.RadioAdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwithoutdoorbill-boards(广告牌)andiheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepealtheiradsoften.Internetcompaniesarealsoturning10radioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.MagazinesNewsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket,magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theinternetwillbringlargeraudiencestolocalnewspapers,thesesecond.Advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.Out-of-homeadvertisingOut-of-homeadvertising.Alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingdigitalprinting,billb