【正文】 al circulation (發(fā)行量 ) by 40% and is now available for home delivery in cities. Locally, newspapers are the largest advertising medium. Newspapers are a less expensive advertising medium than television and provide a way for advertisers to municate a longer, more detailed message to their audience than they can through 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 munity, and they develop a high degree of loyalty from local readers. Radio Advertising on radio continues to grow. Radio is often used in conjunction with outdoor billboards (廣告牌 ) and the Inter 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 repeal their ads often. Inter panies are also turning to radio advertising. Radio provides a way for advertisers to municate 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. Two major changes—satellite and Inter 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. Magazines Newsweeklies, women’s titles, and business magazines have all seen increases in advertising because they attract the highend market. Magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as work television attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for example, you have much in mon with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members. Advertiser using the print mediamagazines and newspaperswill need to adapt to two main changes. First, the inter will bring larger audiences to local newspapers, these 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. Outofhome advertising Outofhome advertising, also called placebased advertising, has bee 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 onthego consumers. More consumers travel longer distances to and from work, which also makes outofhome 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 panies can print a billboard in 2 hours, pared with 6 days previously. This allows advertisers more variety in the types of messages they create because they can change their messages more quickly. Inter As consumers bee more fortable with online shopping, advertisers will seek to reach this market As consumers get more of their news and information from the Inter, the ability of television and radio to get the word out to consumers will decrease. The challenge to Inter advertisers is to create ads that audience members remember. Inter advertising will play a more prominent role in anizations39。 interest in other media has decreased D. the number of TV ads people can see has increased 13. Compared with television, newspapers as an advertising medium________. A. earn a larger annual ad revenue B. convey more detailed messages C. use more production techniques D. get messages out more effectively 14. Advertising on radio continues to grow because ________. A. more local radio stations have been set up B. modern technology makes it more entertaining C. it provides easy access to consumers D. it has been revolutionized by Inter radio. 15. Magazines are seen by advertisers as an efficient way to________. A. reach target audiences B. modern technology makes it more entertaining C. appeal to educated people. D. convey all kinds of messages 16. Outofhome advertising has bee more effective because ________ A. billboards can be replaced within two hours B. consumers travel more now ever before C. such ads have been made much more attractive D. the pace of urban life is much faster nowadays 17. The challenge to Inter advertisers is to create ads that are ________. A. quick to update B. pleasant to look at C easy to remember D. convenient to access 18. Inter advertisers will have to adjust their methods to reach audiences that tend to be ________. A. quite different B. quite homogeneous C. quite simple D. quite gentle 19. Direct mail is an effective form of advertising for businesses to develop________. A. relationships with advertisers B. relationships with consumers C. relationships with businessmen D. relationships with surfers passage discusses how advertisers select ________for advertisements. A. methods B. strategies C. media D. audiences Section B Reading (30%) Directions: In this section, there are 3 passages. Each passage is followed by some questions or unfinished statements. For each of them there are four choices 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 center. Passage One The private automobile has long played an important role in the United States. In fact, it has bee an integral part of the