【正文】 egardless of whether it is or isn39。m braver or more daring than others. I39。ll go on doing such things. It39。t try. So I accepted the assignment. There were some bad 52 . But by the time I had finished the trip I was an experienced traveler. And ever since, I have never hesitated to head for even the most remote of places, without guides or even 53 bookings, confident that somehow I will manage. The point is that the new, the different, is almost by definition 54 .But each time you try something, you learn, and as the learning piles up, the world opens to you. I39。 interest in other media has decreased D) the number of TV ads people can see has increased 3. 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 4. 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 5. Magazines are seen by advertisers as an efficient way to . A) reach target audiences B) appeal to educated people C) attract diverse audiences D) convey all kinds of messages 6. Outofhome advertising has bee more effective because . A) billboard can be replaced within two hours B) consumers travel more now than ever before C) such ads have been made much more attractive D) the pace of urban life is much faster nowadays 7. 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 8. Inter advertisers will have to adjust their methods to reach audiences that tend to be . 9. Direct mail is an effective form of advertising for businesses to develop . 10. This passage discusses how advertisers select for advertisements. Questions 47 to 56 are based on the following passage. Some years ago I was offered a writing assignment that would require three months of travel through Europe. I had been aboard a couple of times, but I could hardly 47 to know my way around the continent. Moreover, my knowledge of foreign languages was 48 to a little college French. I hesitated. How would I, unable to speak the language, 49 unfamiliar with local geography or transportation systems, set up 50 and do research? It seemed impossible, and with considerable 51 . I sat down to write a letter begging off. Halfway through, a thought ran through my mind： you can39。s message. Direct mail includes newsletters postcards and special promotions. Direct mail is an effective way to build relationship with consumers. For many businesses, direct mail is the most effective form of advertising. 1. Television is an attractive advertising medium in that . A) it has large audiences B) it appeals to housewives C) it helps build up a pany39。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 magazine39。20xx 年 6 月大學(xué)英語(yǔ)四級(jí)考試真題 Directions： For this part, you are allowed 30 minutes to write a short essay entitled Recreational Activities. You should write at least 120 words following the outline given below. 1. 娛樂(lè)活動(dòng)多種多樣 2. 娛樂(lè)活動(dòng)可以使人們受益 , 也可能帶來(lái)危害 3. 作為大學(xué)生 , 我認(rèn)為? Part Il Reading Comprehension(Skimming and Scanning) (15 minutes) 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 advertising： television, newspapers, radio, magazines, outofhome, Inter, and direct mail. Television Television 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 municate 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 munication. But television is an expensive medium, and not all advertisers can afford to use it. Television39。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 homogeneous 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 mercials they watch. Fourth, control over programming is being passed from the works to local cable operators and satellite programmers. Newspapers After 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(