大学英语四级考试A卷试题文档格式.docx
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大学英语四级考试A卷试题文档格式.docx
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Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsonAnswersheet1.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedA),B),C)andD).Forquestions8-10,completethesentenceswiththeinformationgiveninthepassage.
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:
television,newspapers,radio,magazines,out-of-home,internet,anddirectmail.
Television
Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?
Youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandandisimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouse
proprammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers,TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannuslly.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.
Newspapersarealessexpensiveadvertisingmediumthantelevisionandprowideawayforadvertiserstocommusicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniqued,adertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommusity,andthedebelopahighdegreeofloyaltyfromlocalreaders.
Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbillboards(广告牌)andtheInternettoreachevenmorecustomersthantelevision.Advertisingarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeans,advertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.
Twomajorchanges—satellitesanInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudiencestholivemanymiledapart.
Magazines
Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchannetworktelebisionattractsalltypesofaudiencemenbers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllusteated,forexample,youhavemuchincommonwithmagazine’sotherreaders.Advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetandiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.
Out-of-homeadvertising
Out-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyef-
fectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadver-
tisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandrromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.
Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6daysprebiously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchaangetheirmessagesmorequikly.
Internet
Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgermoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogerthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.
Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.
Directmall
Afinaladvertingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,posrcardsm,anspecialpromotions.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.
此部分试题请在答题卡1上作答。
1.Televisionisanattractiveadvertisingmudiuminthat__________.
A)ithaslargeaudiencesC)ithelpsbuildupacompany’sreputation
B)itappealstohousewivesD)itisaffordabletomostadvertisers
2.withtheincreaseinthenumberofTVchannels,__________.
A)thecostofTVadvertisinghasdecreased
B)thenumberofTVviewershasincreased
C)advertisers’inerestinothermediahasdecreaded
D)thenumberofTVadspeoplecanseehasincreased
3.Comparedwithtelevision,newspapersasanadvertisingmedium__________.
A)earnalargerannualadrevenueC)usemoreproductiontechniques
B)conveymoredetailedmessagesD)getmassagesoutmoreeffectively
4.advertisingonradiocontinuestogrowbecause_________.
A)morelocalradiostationshavebeensetup
B)moderntechnologymakesitmoreentertaining
C)itprovideseasyaccesstoconsumers
D)ithasbeenrevolutionizedbyInternetradio
5.Magazinesareseenbyadvertisersasanefficientwayto__________.
A)reachtargetaudiencesC)attractdiverseaudiences
B)appealtoeducatedpeopleD)conveyallkindsofmessages
6.Out-of-homeadvertisinghasbecomemoreeffectivebecause__________.
A)billboardscanbereplacedwithintwohours
B)consumerstravelmorenowthaneverbefore
C)suchadshavebeenmademuchmoreattractive
D)thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocresteadsthatare__________.
A)quicktoupdateC)easytoremember
B)pleasanttolookatD)convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_____.
9.Directmailisaneffectiveformofadvertisingforbusinessestodevelop__________.
10.Thispassagediscusseshowadvertisersselect__________foradvertisements.
PartListeningComprehension(35minutes)
SectionA
Inthissection,youwillhear8shortconversationsand2longconversations.Atthe
endofeachconversation,oneormorequestionswillbeaskedaboutwhatwassaid.
Boththeconversationandthequestionswillbespokenonlyonce.Aftereachques-
tiontherewillbeapause.Duringthepause,youmustreadthefourchoicesmarked
A),B),C)andD),anddecidewhichisthebestanswer.Thenmarkthecorresponding
letteronAnswerSheet2withasinglelinethroughthecentre.
此部分试题请在答题卡2上作答。
11.A)Givehisankleagoodrest.C)Continuehisregularactivities.
B)Treathisinjuryimmediately.D)Becarefulwhenclimbingsteps.
12.A)Onatrain.C)Inatheater.
B)Onaplane.D)Inarestaurant.
13.A)Atragicaccident.C)Smith’sunusuallifestory.
B)Asadoccasion.D)Smith’ssleepingproblem.
14.A)Reviewthedetailsofallherlessons.C)Talkwithherabouthislearningproblems.
B)Comparenoteswithhisclsddmate.D)Focusonthemainpointsofherlecrures.
15.A)Themanblamedthewomanforbeingcareless.
B)Themanmisunderstoodthewoman’sapology.
C)Thewomanofferedtopayfortheman’scoffee.
D)Thewomansplitcoffeeontheman’sjacket.
16.A)Extremenlytedious.C)Lackingagoodplot.
B)Hardtounderstand.D)Notworthseeingtwice.
17.A)Attendingeverylecture.C)Readingveryextensively.
B)Doinglotsofhomework.D)Usingtest-takingstrategies.
18.A)ThedigitalTVsystemwillofferdifferentprograms.
B)Heiseagertoseewhatthenewsystemislike.
C)Hethinksitunrealistictohave500channels.
D)ThenewTVsystemmaynotprovideanythingbetter.
Questiong19to22arebasedontheconversationyouhavejustheard.
19.A)Anoticebytheelectricityboard.C)Thedescriptionofathiefindisfuise.
B)Adspromotingelectricappliances.D)Anewpolicyonpensioners’weifare.
20.A)Speakingwithaproperaccent.C)Makingfriendswiththem.
B)Wearinganofficialuniform.D)ShowingthemhisID.
21.A)Tobeonthealertwhenbeingfollowed.
B)Nottoleaveseniorcitizensaboutathome.
C)Nottoletanyoneinwithoutanappointment.
D)Towatchoutforthosefromtheelectricityboard.
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