大学英语四级模拟题一含答案.docx
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大学英语四级模拟题一含答案.docx
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大学英语四级模拟题一含答案
大学英语四级模拟题一
一
二
三
四
五
六
总分
阅卷人
核查人
PartIReadingComprehension(SkimmingandScanning)(10%)
Directions:
Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsontheAnswerSheet.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedA,B,CandD.Forquestion8-10,completethesentenceswiththeinformationgiveninthepassage.
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:
television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.
Television
Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.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.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.
Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.
Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbillboards(广告牌)andtheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.
Twomajorchanges---satelliteandInternetradio---willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.
Magazines
Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.
Advertisersusingtheprintmedia---magazinesandnewspapers---willneedtoadapttotwomainchanges.First,theInternetwillbringlargeraudiencestolocalnewspapers.Theseaudienceswillbemorediverseandgeographicallydispersed(分散)thaninthepast.Second,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.
Out-of-homeadvertising
Out-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.
Internet
Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.
Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.
Directmail
Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,postcardsandspecialpromotions.Directmail
isaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.
1.Televisionisattractiveadvertisingmediuminthat________.
A.ithaslargeaudiences
B.itappealstohousewives
C.ithelpsbuildupacompany’sreputation
D.itisaffordabletomostadvertisers
2. WiththeincreaseinthenumberofTVchannels,________.
A.thecostofTVadvertisinghasdecreased
B.thenumberofTVviewershasincreased
C.advertisers’interestinothermediahasdecreased
D.thenumberofTVadspeoplecanseehasincreased
3.Comparedwithtelevision,newspaperasanadvertisingmedium________.
A.earnalargerannualadrevenueB.conveymoredetailedmessages
C.usemoreproductiontechniquesD.getmessagesoutmoreeffectively
4.Advertisingonradiocontinuestogrowbecause________.
A.morelocalradiostationshavebeensetup
B.moderntechnologymakesitmoreentertaining
C.itprovideseasyaccesstoconsumers
D.ithasbeenrevolutionizedbyInternetradio
5.Magazinesareseenbyadvertisersasanefficientwayto________.
A.reachtargetaudiencesB.appealtoeducatedpeople
C.attractdiverseaudiencesD.conveyallkindsofmessages
6.Out-of-homeadvertisinghasbecomemoreeffectivebecause________.
A.billboardscanbereplacedwithintwohours
B.consumerstravelmorenowthaneverbefore
C.suchadshavebeenmademuchmoreattractive
D.thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocreateadsthatare________.
A.quicktoupdateB.pleasanttolookat
C.easytorememberD.convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_________________.
9.Directmailisaneffectiveformofadvertisingforbusinessestodevelop_______________.
10.Thispassagediscusseshowadvertisersselect________foradvertisements.
(8-10题答案请写在答题纸上)
Part
ListeningComprehension(35%)
SectionA(15%)
Directions:
Inthissection,youwillhear8shortconversationsand2longconversations.Attheendofeachconversation,oneormorequestionswillbeaskedaboutwhatwassaid.Boththeconversationandthequestionswillbespokenonlyonce.Aftereachquestiontherewillbeapause.Duringthepause,youmustreadthefourchoicesmarkedA,B,CandD,anddecidewhichisthebestanswer.ThenmarkthecorrespondingletterontheAnswerSheetwithasinglelinethroughthecentre.
11.A.ToreachUS$13million.B.ToreachUS$30million.
C.ToreachUS$300million.D.ToreachUS$3million.
12.A.80%.B.60%.C.50%.D.70%.
13.A.160.B.60.C.116.D.106.
14.A.MeetMr.Wilson.B.Makeacupoftea.
C.GiveMr.Milsonacall.D.Writedownthenumber.
15.A.Themandoesnotneedacartogetaround.
B.Themanlivesfarawayfromthesubway.
C.Themanisnotgoodatdriving.
D.Themanenjoysdrivingacar.
16.A.Itisattractive.B.Itisexciting.
C.Itisboring.D.Itisimportant.
17.A.Stayathomeandcompletethepaperonherown.
B.SavetimebyusingMary’scomputer.
C.Buyacompu
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