快速阅读 15"

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, out-of-home. Internet, 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 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 homogeneous(具有共同特点的) 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?

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, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. Locally, newspapers are the largest advertising medium.

Newspapers 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 48 hours,meaning newspapers are also a quick way of getting the massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.

Radio
Advertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe 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 repeal their ads often. Internet companies are also turning 10 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.

Two 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.

Magazines
Newsweeklies, 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 magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members.

Advertiser 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 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.

Out-of-home advertising
Out-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.

Internet
As 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.

Internet advertising will play a more prominent role in organizations' advertising in the near ftuture. 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.

Direct mail
A 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.

Television is an attractive advertising medium in that_____________.

Now, the(38) ____ raw material in our economy is knowledge.

Tomorrow's wealth depends on the development and exchange of knowledge. And(39) ___ entering the workforce offer their knowledge, not their muscles. Knowledge workers get paid for their education and their ability to learn.

What does all this mean for you? As a future knowledge worker, you can expect to be(42) ____ , processing, as well as exchanging information.

(43)____ , three out of four jobs involve some form of mind work, and that number will increase sharply in the future.

In the new world of work, you can look forward to being in constant training (45)____ . You can also expect to be taking greater control of your career.

Gone are the nine-five jobs. lifetime security, predictable promotions, and even the conventional workplace, as you are familiar with. (46)____ , and don’t wait for someone to “empower” you. You have to empower yourself.

阅读
Passage One

Global warming may or may not be the great environmental crisis of the 21st century, but- regardless of whether it is or isn't - we won't do much about it. We will argue over it and may even, as a nation, make some fairly solemn-sounding commitments to avoid it. But the more dramatic and meaningful these commitments seem, the less likely they are to be observed.

A1 Gore calls global warming an "inconvenient truth," as if merely recognizing it could put us on a path to a solution. But the real truth is that we don't know enough to relieve global warming, and - without major technological breakthroughs - we can't do much about it.

From 2003 to 2050,the world 's population is projevted to grow from  6.4 billon to 9.1 billion ,a 42% increase.if energy use per person and  technology remain te same,total energy use and greenhouse gas  emissions(mainly,CO2)will be 42% higher in 2050.But that's too  low,because societies that grow richer use more energy.We need econmic  growth unless we condemn the world's poor to their present

Poverty and freeze everyone else's living standards.With modest  growth,energy use and greenhouse emissions more then double by 2050.

No government will adopt rigid restrictions on economic growth and  personal freeom (limits on electricity usage,driving and travel)that  might cut back global warming.Still,politicians want to show they're  "doing something"Consider the Kyoto Protoco(京都议定书).It alowed  countries that joined to punish those that didn't.But it hasn't  reduced CO2 emissions(up about 25% since 1990),and many signatories(签 字国) didn't adopt tough enough policies to hit their 2008-2012  targets.

The practical codusion is that if global warming is a potential  disaster,the only solution is new technology.Only an aggressive  research and development program miaght find ways of breaking our  dependence on fossil fuels or dealing with it.

The trouble with the global warming debate is that it has become a  moral proble when it's teally an engineering one.The inconvenient  truth is that if we don't solve the engineering problem, we're helpless.

Someday a siranger will read your e-mail without your permission or scan the Website you've visited，Or perhaps someone will casually glance through your credit card purchases or cell phonebills to find out your shopping preferences or calling habits.

In fact, it's likely some of these things have already happened to you. Who would watch you without your permisson? It might be a spous, a girlfreiend, a marketing company, a boss, a cop or a criminal. Whoever it is, they will see you in a way you never intended to be seen - the 21st century equivalent of being caught naked.

Psychologists tell us boundaries are healthy, that it's important to reveal yourself to friends, family and lovers in stages, at appropriate times. But few boundaries remain. The digital bread crumbs(碎屑) you leave everywhere make it easy for strangers to reconstruct who you are, where you are and what you like. In some cases, a simple Google search can reveal what you think. Like it or not, increasingly we live in a world where you simply cannot keep a secret.

The key question is: Does that matter?

For many Americans, the answer apparently is "no."

When opinion polls ask Americans about privacy, most say they are concerned about losting it. A survery found an overwhelming pessimism about privacy, with 60 percent of respondents saying they feel their privacy is "slipping away, and that bothers me."

But people say one thing and do another. Only a tiny fraction of Americans change any behaviors in an effort to preserve their privacy. Few people turn down a discount at tollbooths(收费站) to avoid using the EZ-Pass system that can track automobile movements. And few turn donw supermarket loyalty cards. Privacy economist A lessandro Acauisti has run a series of  tests that reveal people will surrender personal information like Socail Security numbers just to get their hands on a pitiful 50-cents-off coupon(优惠卷)。

But privacy does matter - at least sometimes. It's like health: When you have it, you don't notice it. Only when it's gone do you wish you'd done more to protect it.

完型
Cloze (15 minutes)

Universities are institutions that teach a wide variety of subjects at advanced levels. They also carry out research work aimed -67- extending man's knowledge of these subjects. The emphasis given to each of these functions -68- from university to university, according to the views of the people in -69- and according to the resources available. The smaller and newer universities do no -70- the staff or equipment to carry out the -71- research projects possible in larger institutions. -72- most experts agree that some research activity is -73- to keep the staff and their students in -74- with the lastest developments in their subjects.

Most students attend a university mainly to -75- the knowledge needed for their chosen -76-. Educationists believe that this aim should not be the -77- one. Universities have always aimed to produce men and women -78- judgment and wisdom as weel as knowledge.For this reason, they -79- studends to meet others with differing -80- and to read widely to -81- their understanding in many fields of study. -82- a secondary school course, a student should be interested enought in a subject to enjoy gainiing knowledge for its own -83-. He should be prepared to -84- sacrifices to study his chosen -85- in depth. He should have an ambition to make some -86- contribution to man's knowledge.

翻译部分5"

Translation ( 5 minutes )

Our efforts will pay off if the results of the research _________ .（能应用于新技术的开发）

I can’t boot my computer now. Something __________（一定出了毛病）with its operating system.

Leaving one’s job, _____________ （无论是什么工作）, is a difficult change,

even for those who look forward to retiring.

_________（与我成长的地方相比）, this town is more prosperous and exciting.

_________（直到他完成使命）did he realize that he was seriously ill.