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1、2008年6月四級考試月四級考試A卷試題及答案卷試題及答案PartⅠWriting(30minutes)Directions:Fthispartyouareallowed30minutestowriteALetterofApologyaccdingtotheoutlinegivenbelow.Youshouldwriteatleast120wdsfollowingtheoutlinegivenbelowinChinese.1.娛樂活動多

2、種多樣2.娛樂活動可能使人們受益，也可能有危害性3.作為大學生，我的看法。PartIIReadingComprehension(SkimmingScanning)(15minutes)Directions:Inthispartyouwillhave15minutestogooverthepassagequicklyanswerthequestionsonAnswersheet1.Fquestions17choosethebestansw

3、erfromthefourchoicesmarkedABCDfquestions810completethesentenceswiththeinfmationgiveninthepassage.MediaionfAdvertisementsAfterdeterminingthetargetaudiencefaproductserviceadvertisingagenciesmusttheappropriatemediaftheadver

4、tisement.Wediscussherethemajtypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:televisionnewspapersratiomagazinesoutofhomeinterdirectmail.TelevisionTelevisionisanattractivemediumfadvertisingbecaus

5、eitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaireYoucanunderstthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrfe

6、xampletheywanttoimpressconsumerswiththebritsimage.Televisionprovidesanidealvehiclefthistypeofcommunication.Buttelevisionisanexpensivemediumnotalladvertiserscanaffdtouseit.Televisionsinfluenceonadvertisingisfourfold.First

7、narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannelfinstanceiswatchedbypeoplewhoplaygolfHomeGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojectsthusau

8、diencesaresmallermehomogeneousthantheyhavebeeninthepast.Secondthereisanincreaseinthenumberoftelevisionchannelsavailabletoviewersthusadvertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudien

9、cesareexposed.Thirddigitalrecdingdevicesallowaudiencemembersmecontroloverwhichcommercialstheywatch.Fourthcontroloverprogrammingisbeingpassedfromthewkstolocalcableoperatssatelliteprogrammers.Outofhomeadvertisingalsocalled

10、placebasedadvertisinghasbecomeanincreasinglyeffectivewayofreachingconsumerswhoaremeactivethaneverbefe.Manyconsumerstodaydonotsitathomewatchtelevision.Usingbillboardsnewsstsbussheltersfadvertisingisaneffectivewayofreachin

11、gtheseonthegoconsumers.Meconsumerstravellongerdistancestofromwkwhichalsomakesoutofhomeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusinessmakingitameeffectivemediumthaninthepast.Usingdigitalprintingbi

12、llboardcompaniescanprintabillboardin2hourscomparedwith6dayspreviously.Thisallowsadvertisersmevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmequickly.InterAsconsumersbecomemecomftablewithonlineshop

13、pingadvertiserswillseektoreachthismarket.AsconsumersgetmeoftheirnewsinfmationfromtheIntertheabilityoftelevisionradiotogetthewdouttoconsumerswilldecrease.ThechallengetoInteradvertisersistocreateadsthataudiencemembersremem

14、ber.Interadvertisingwillplayameprominentroleinganizationsadvertisinginthenearfuture.Interaudiencestendtobequitehomogeneousbutsmall.Advertiserstillhavetoadjusttheirmethodstoreachtheseaudienceswillhavetoadapttheirpersuasiv

15、estrategiestotheonlinemediumaswell.DirectmailAfinaladvertisingmediumisdirectmailwhichusesmailingstoconsumerstocommunicateaclientsmessage.Directmailincludesnewsletterspostcardsspecialpromotions.DirectmailIsaneffectivewayt

16、obuildrelationshipwithconsumers.Fmanybusinessesdirectmailisthemosteffectivefmofadvertising.注意：此部分試題請在答題卡1上作答。1.Televisionisattractiveadvertisingmediuminthat________.A)ithaslargeaudiencesB)itappealstohousewivesC)ithelpsbu

17、ildupacompanysreputationD)itisaffdabletomostadvertisers2.WiththeincreaseinthenumberofTVchannels________.A)thecostofTVadvertisinghasdecreasedB)thenumberofTVviewershasincreasedC)advertisersinterestinothermediahasdecreasedD

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