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Choose the best answer from the four choices marked [A], [B], [C] and [D]. ladkRՋ(W:gT{aS N\OT{0 Media Selection for Advertisements After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus our attention on seven types of advertisingtelevision, newspapers, radio, magazines, out-of-home, Internet, and direct mail. Television 00Television is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire you can understand the power of television to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication. But television is an expensive medium, and not all advertisers can afford to use it. Television's influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance, is watched by people who play golf. Home and Garden Television is seen by those interested in household improvement projects. Thus, audiences are smaller and more homogeneouswQ gqQ Tyrpv than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus, advertisers. This has also resulted in an increase in the sheer number of advertisements to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite programmers. Newspaper 00After television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually, It has increased its national circulation SLϑ by 40% and is now available for home delivery in 168 cities. Locally, newspapers are the largest advertising medium. 00Newspapers 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 television. Given new production techniques, advertisements can be printed in newspapers in about 48 hours, meaning newspapers are also a quick way of getting the message 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. 00 Radio 00Advertising on radio continues to grow. Radio is often used in conjunction with outdoor bill-boards ^JTLr 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. 00Two 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. 00 Magazines 00Newsweeklies, 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 magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members. 00Advertiser 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 (Rce) 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. 00 Out-of-home advertising 00Out-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. 00 Internet 00As 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. 00Internet 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. 00 Direct mail 00A 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 from of advertising. 1. Television is an attractive advertising medium in that_____________. 00A it has large audiences 00B it appeals to housewives 00C it helps build up a company's reputation 00D it is affordable to most advertisers 2. With the increase in the number of TV channels, _________. 00A the cost of TV advertising has decreased 00B the number of TV viewers has increased 00C advertisers' interest in other media has decreased 00D the number of TV ads people can see has increased 3. Compared with television, newspapers as an advertising medium_________________. 00A earn a larger annual ad revenue 00B convey more detailed messages 00C use more production techniques 00D get messages out more effectively 4. Advertising on radio continues to grow because ___________. 00A more local radio stations have been set up 00B modern technology makes it more entertaining 00C it provides easy access to consumers 00D it has been revolutionized by Internet radio. 5. Magazines are seen by advertisers as an efficient way to___________. 00A 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_______ 00A billboards can be replaced within two hours 00B consumers travel more now ever before 00C such ads have been made much more attractive 00D the pace of urban life is much faster nowadays 7. The challenge to Internet advertisers is to create ads that are___________. 00A quick to update B pleasant to look at 00C easy to remember D convenient to access 8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_____________. A) prominent B) persuasive C) comfortable D) homogeneous 9. Direct mail is an effective form of advertising for businesses __________. A) to attract clients B) to communicate a clients message C) to build relationships with consumer D) to advertise in forms of newsletters, postcards and special promotions. 10. This passage discusses how advertisers select the ________________for advertisements. A) customers B) media C) strategies D)audience Part b! Listening Comprehension Section A Directions: In this section, you will hear 8 short conversations and 2 long conversations. At the end of each conversation, one or more questions will be asked about what was said. Both the conversation and the questions will he spoken only once. After each question there will be a pause. During the pause, you must read the four choices marked A), B), C) and D), and decide which is the best answer Then mark the corresponding letter on the Answer Sheet with a single line through the centre. ladkRՋ(W:gT{aS N\OT{0 11. A) Read the notice on the window B) Get a new bus schedule C) Go and ask the staff D) Board the bus to Cleveland 12. A) He was looking forward to seeing the giraffes. B) He enjoyed watching the animal performance. C) He got home too late to see the TV special D) He fell asleep in the middle of the TV program. 13. A) She wants to take the most direct way. B) She may be late for the football game. C) She is worried about missing her flight. D) She is currently caught in a traffic jam. 14. A) At a restaurant B) In a fish shop C) At a clinic D) On a fishing boat 15. A) He is an experienced sales manager. B) He is being interviewed for a job. C) He is a close friend of the woman. D) He is good at answering tricky questions. 16. A) The man should consider his privacy first. B) The man will choose a low-rent apartment. C) The man is not certain if he can find a quieter place. D) The man is unlikely to move out of the dormitory. 17. A) The woman is going to make her topic more focused. B) The man and woman are working on a joint project. C) One should choose a broad topic for a research paper. D) It took a lot of time to get the man on the right track. 18. A) They went camping this time last year. B) They didnt quite enjoy their last picnic. C) They learned to cooperate under harsh conditions. D) They werent experienced in organizing picnics. Questions 19 to 21 are based on the conversation you have just heard. 19. A) She was a bank manager. 00B) She was a victim of the robbery. C) She was a defense lawyer. D) She was a witness to the crime. 20. A) A tall man with dark hair and a moustache. 00B) A youth with a distinguishing mark on his face. 00C) A thirty-year-old guy wearing a light sweater. D) A medium-sized young man carrying a gun. 21. A) Identify the suspect from pictures. B) Go upstairs to sign some document. C) Have her photo taken for their files. D) Verify the record of what she had said. Questions 22 to 25 are based on the conversation you have just heard. 22. A) By reading a newspaper ad. B) By seeing a commercial on TV. C) By listening to the morning news. D) By calling an employment service. 23. A) She could improve her foreign languages. B) She could work close to her family. 00C) She could travel overseas frequently. 00D) She could use her previous experiences. 24. A) Taking management courses. B) Teaching English at a university. C) Working as a secretary. D) Studying for a degree in French. 25. A) Prepare for an interview in a couple of days. 00B) Read the advertisement again for more details. 00C) Send in a written application as soon as possible. 00D) Get to know the candidates on the short list. Section B Directions: In this section, you will hear 3 short passages. At the end of each passage, you will hear some questions. Both the passage and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked [A], [B], [C] and [D]. Then mark the corresponding letter on Answer Sheet 2 with a single line through the centre. Passage One Questions 26 to 29 are based on the conversation you have just heard. 26. A) Senior clerks. 00B) Sales directors. 00C) District managers. 00D) Regular customers. 27. A) The support provided by the regular clients. 00B) The initiative shown by the sales representatives. 00C) The important part played by district managers. 00D) The urgency of implementing the company's plans. 28. A) Some of them were political-minded. B) Fifty percent of them were female. C) Most of them were rather conservative. D) One third of them were senior managers. 29. A) He did not keep to the point.00 B) He used too many quotations. C) He spent too much time on details. 00D) He was not gender sensitive. Passage Two Questions 30 to 32 are based on the passage you have just heard. 30. 0A) State your problem to the head waiter. 00 B) Demand a discount on the dishes ordered. 00 C) Ask the name of the person waiting on you. 00 D) Ask to see the manager politely but firmly. 31. 0A) You don't know if you are complaining at the right time. 00 B) You problem may not be understood correctly. 00 C) Your complaint may not reach the person in charge. 00 D) You can't tell how the person on the line is reacting. 32. 0A) Stick to the point. 00 B) Provide all the details. 0 C) Send it by express mail. 00D) Demand a prompt response. Passage Three Questions 33 to 35 are based on the passage you have just heard. 33. 0A) Architect. 00 B) City planner. 00 C) Engineer. 0 D) Fashion designer 34. 0A) Work flexible hours. 0B) Get a well-paid part-time job. 00 C) Go back to her previous post. 00D) Do some volunteer work. 35. 0A) It will add to the family's financial burden. 00 B) A baby-sitter is no replacement for a mother. 00 C) The children won't get along with a baby-sitter. 00 D) Few baby-sitters can be considered trustworthy. Section C Directions: In this section, you will hear a passage three times. When the passage is read for the first time, you should listen carefully for its general idea. When the passage is read for the second time, you are required to fill in the blanks numbered from S1 to S8 with the exact words you have just heard. For blanks numbered from S9 to S11 you are required to fill in the missing information. For these blanks, you can either use the exact words you have just heard or write down the main points in your own words. Finally, when the passage is read for the third time, you should check what you have written. ladkRՋT{HhQ(WT{~ N For people in their 20s, the most popular site is Facebook, the online (S1) ______started by an American student in 2004. Its (S2) ________only four years to make Facebook a huge success and the websites made its (S3) ________, Mark Zuckerburg, a very rich man indeed. Whats (S4) ___________ about Zuckerburg is that he started Facebook when he was only (S5) _________. He was a student at Harvard, one of Americas top universities, when he (S6) ________ the Facebook website, working from his college room. In only two weeks, more than two-thirds of his college had (S7) __________ up and in a year, (S8) __________ of colleges were using it. Today, Facebook has millions of users. (S9)________________________________________________. So what makes Facebook so special? Like other networking sites, you create a profile with photos, (S10) _______________________________________________________________________. But where Facebook is different is that it gives you a privacy that you just dont get on other sites. Unlike other sites, (S11) ______________________________________________________________________. As a result, one third of Facebook users give out their mobile numbers  they know it s safe to do so. Part c! Reading Comprehension Reading in Depth Directions: There are two reading passages in this part. Each passage is followed by some questions. For each question there are four suggested answers marked A), B), C) and D). You should decide on the best choice and mark the corresponding letter on the Answer Sheet with a single line through the centre. Passage 1 Questions 36-40 are based on the following passage. In the first year or so of Web business most of the action has revolved around efforts to tap the consumer market. More recently as the Web proved to be more than a profession companies have started to buy and sell products and services with one another. Such business-to-business sales make sense because business people typically know what product they are looking for. Nonetheless many companies still hesitate to use the Web because of doubts about its reliability. 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Some companies are limiting the risk by conducting online transactions only with established business partners who are given access to the company s private intranet. Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently Internet marketing activities have focused on strategies to "pull" customers into sites. In the past year, however, software companies have developed tools that allow companies to "push" information directly out to consumers transmitting marketing messages directly to targeted customers. Most notably the Pointcast Network uses a screen saver to deliver a continually updated steam of news and advertisements to subscribers' computer monitors. Subscribers can customize the information they want to receive and proceed directly to a company s Web site. Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales product offerings or other events. But push technology has earned the contempt of many Web users. Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. Once commercial promotion begins to fill the screen uninvited the distinction between the Web and television fades. That s a prospect that horrifies Net purists. But it is hardly inevitable that companies on the Web will need to resort to push strategies make money. The examples of Virtual Vineyards Amazon. com and other pioneers show that Web site selling the right kind of products with the right mix of interactivity hospitality and security will attract online customers. And the cost of computing power continues to free fall which is good sign for any enterprise setting up shop in silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge. 36. We learn from the beginning of the passage that Web business has been striving to expand its market intended to follow a fanciful fashion tried but in vain to control the market has been booming for one year or so 37. Speaking of the online technology available for marketing the author implies that the technology is popular with many Web users businesses have faith in the reliability of online transactions there is a radical change in strategy it is accessible limitedly to established partners 38.In the view of Net purists there should be no marketing messages in online culture money making should be given priority to on the Web the Web should be able to function as Television set there should be no online commercial information without requests 39. Many Companies hesitate to use the web because technical flaws of Internet make it impossible to run business online efficiently shop in silicon costs lots of money consumers are usually annoyed by the "push" strategy some people just do not regard network as reliable pathway for business 40. We can learn from the paragraph that pushing information on the Web is essential to Internet commerce interactivity hospitality and security are important to online customers leading companies began to take the online plunge decades ago setting up shops in silicon is independent of the cost of computing power Passage Two Questions 41 to 45 are based on the following passage. Many countries are likely to run short of fresh water within a few decades according to most experts. It remains to be seen whether political leaders can manage their way out of major crises. About one-third of humanity must cope with impure water or inadequate amounts of fresh water; a new United Nations report predicts that figure could double within 30 years. In "Comprehensive Assessment of the Freshwater Resources of the World  researchers report water quality and quantity problems poor allocation water waste and inadequate management.  If we continue to use water as we are today it will cause severe problems,  cautions Gunilla Bjorklund a water specialist with the Stockholm Environment Institute, which helped assess fresh-water resources for the United Nations. Human health economic development and a variety of ecosystems will be threatened if the resource trickles away.  I suspect that in the next 50 years we will see a shift from oil to water as the cause of great conflicts between nations and peoples, warns Wally N Dow secretary general of the U. N. Conference on Human Settlements held last June in Istanbul. Participants in another conference ---the World Water Forum held in March 1997 in Marrakech, Morocco ---predict a water crisis by 2050. The era of taking water for granted is ending as more and more people recognize fresh water as a scarce resource. More than 97 % of the earth s water is too salty to drink. Two-thirds of the rest is frozen in glaciers and inaccessible snow fields. Rivers lakes and groundwater hold the tiny remainder. Irrigation claims 67 % of fresh water and industry takes 23 % more. Since the turn of the century our rate of water use has soared along with a growing population: Agriculture now uses five times more water; industrial use has grown 26 times; and municipal use (domestic use in urban and rural areas) 18 times. A billion people today lack access to pure drinking water. But not everyone who studies these trends is pessimistic about the future of fresh water. U.N. Secretary-General Kofi Annan for example notes that we currently exploit only one-sixth of the renewable water resources that are available. Annan has called for a new sense of urgency among governments to address what s really lacking: "the ability capacity and experience to mobilize water resources and to optimize their added value. ". World Bank officials also advocate the management of water as a rare resource. Such a shift could result in considerable savings. In some Third World cities, for example 60% of the drinking water is lost because of rusted pipes or illegal tapping of the system. Leakage in Manila s water mains has reached 58% of the total water supply but in Singapore a better-managed city 8 % losses are the norm. A U. N. Survey reported waste levels as low as 12% in Britain and the United States. Individuals could save even more water through frugal use and recycling.  The crisis can be avoided, says Emily Matthews author of the United Nations' five-year study of the status of water resources since the Earth Summit in Rio de Janeiro.  Its a question of using the government policies the private sector mechanisms and all the technology at our disposal. What it will cost to salvagebQe our water resources is an open question. The World Bank estimates $600-$800 billion over the next 10 years. An all-out recovery effort could saddle consumers around the world with higher prices for a resource that used to be free. 41. Whom does the author believe are directly responsible for solving the current problems? A) U. N officials B) political leaders C) water specialists D) environmentalists 42. According to the author the primary cause for the rapid growth of the use of water in the 20th century is A) population growth B) the development of industry C) pollution D) the destruction of ecosystem 43. Which of the following can be inferred from the passage? A) Most nations in the world will be facing a water crisis within the next few decades. B) Political leaders are making all-out effort to tap the potential of the utilization of water resources. C) Some people are still believing that the water crisis will eventually be averted. D) People in the third-world countries still don t see water as a scarce resource. 44. Since the turn of the century we used most of the water for A) irrigation B) industry C) municipal use D) drinking 45. Which of the following is NOT mentioned by Emily Matthews as a way to salvage water resources? A) A law passed to economize the usage of water by industries. B) New equipment employed to purify sewage water more efficiently. C) Private funds donated to a nation-scale water-saving campaign. D) Water diversion projects to utilize water from the glaciers and snow fields. Part V Cloze Directions: Choose the best answers to complete the passage. ladkRՋ(W:gT{aS N\OT{0 Geography is the study of the relationship between people and the land. Geographers compare and contrast __46__ places on the earth. But they also __47__ beyond the individual places and consider the earth as a __48__. The word geography __49__ from two Greek words, ge, the Greek word for "earth" and graphein, __50__ means "to write." The English word geography means "to describe the earth." __51__ geography books focus on a small area __52__ a town or a city. Others deal with a state, a region, a nation, or an __53__ continent. Many geography books deal with the whole earth. Another __54__ to divide the study of __55__ is to distinguish between physical geography and cultural geography. The former focuses on the natural world; the __56__ starts with human beings and __57__ how human beings and their environment act __58__ each other. But when geography is considered as a single subject, __59__ branch can neglect the other. A geographer might be described __60__ one who observes, records, and explains the __61__ between places. If all places __62__ alike, there would be little need for geographers. We know, however, __63__ no two places are exactly the same. Geography, _64__, is a point of view, a special way of __65__ at places. 46. a. similar b. various c. distant d. famous 47. a. pass b. reach c. go d. set 48. a. whole b. unit c. part d. total 49. a. falls b. removes c. results d. comes 50. a. what b. that c. which d. it 51. a. Some b. Many c. Most d. Few 52. a. outside b. except c. as d. like 53. a. extensive b. entire c. overall d. enormous 54. a. way b. means c. habit d. technique 55. a. world b. earth c. geography d. globe 56. a. second b. later c. next d. latter 57. a. learns b. studies c. realizes d. understands 58. a. upon b. for c. as d. to 59. a. neither b. either c. one d. each 60. a. for b. to c. as d. by 61. a. exceptions b. sameness c. differences d. divisions 62. a. being b. are c. be d. were 63. a. although b. whether c. since d. that 64. a. still b. then c. nevertheless d. moreover 65. a. working b. looking c. arriving d. getting. Part VI Translation Directions: Complete the sentences by translating into English the Chinese given in brackets. ladkRՋ(WT{~ N\OT{0 66. He was ___________________ (YdklN{:g8nb) that he lagged much behind his classmates. 67. Can you tell me ____________________ (S@\`HNpT)? 68. He suggested to us that _______________________ bNSwmWS^GP 0 69. If _______________________ (e,TNNv^) we would have succeeded. 70. Any citizen who has reached the age of 18 has the right to vote ___________ (evQyeT'`+R).  SHAPE \* MERGEFORMAT  !hQV~Ջ7hST{Hh Part I Writing Part II Reading Comprehension (Skimming and Scanning) 1-5 ADBCA 6-10 BCDCB Part III Listening Comprehension T{Hheu Part IV Reading Comprehension (Reading in Depth) 36-40 ACDDB 41-45 BACAD Part V Cloze 46 65 bcadc adbac dbaac cddbb Part VI Translation 66. so immersed in computer games 67. the way to the post office/ how I can get to the post office. 68. we go on a vacation in Hainan. 69. we had taken his advice 70. regardless of race or sex     PAGE  PAGE 1 Write all your answers on the ANSWER SHEET! 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