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Part I Writing (30 minutes) Recreational Activities Directions: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline given below. You should write at least 120 words following the outline given below in Chinese.
  1.娱乐活动多种多样
  2.娱乐活动可能使人们受益,也可能有危害性
  3.作为大学生,我的看法.
Part II 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 on attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail. Television Television in 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 had 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. Newspapers After television, the medium attracting the next largest annual as 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 (发行量) by 40% and is now available for home delivery in 168 cities. 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 television. Given new production techniques, advertisements can be printed 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 readers. Radio Advertising on radio continues to grow. Radio is often used in conjunction with outdoor bill-boards (广告牌) 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.
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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 such in common with the magazine's other readers. Advertisers see magazines as an efficient way of reaching target audience members. Advertisers 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 (分散) 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. 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 the 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 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 inline 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 promotion. Direct mail is an effective way to build relationships 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 C) it helps build up a company's reputation B) it appeals to housewives D) it is affordable to most advertisers
  2. With the increase in the number of TV channels, . A) the cost of TV advertising has decreased B) the number of TV viewers has increased C) advertisers' interest in other media has decreased D) the number of TV ads people can see has increased
  3. Compare with television, newspapers as an advertising medium . A) earn a larger annual ad revenue C) use more production techniques B) convey more detailed messages D) get messages out more effectively
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  4. Advertising on radio continues to grow because . A) more local radio stations have been set up C) it provides easy access to consumers B) modern technology makes it more entertaining D) it has been revolutionized by Internet radio
  5. Magazines are seen by advertisers as an efficient way to . A) reach target audiences C) attract diverse audiences B) appeal to educated people D) convey all kinds of messages
  6. Out-of-home advertising has become more effective because . A) billboards can be replaced within two hours C) such ads have been made much more attractive B) consumers travel more now than ever before D) the pace of urban life is much faster nowadays
  7. The challenge to Internet advertisers is to create ads that are . A) quick to update C) easy to remember access B) pleasant to look at D) convenient to
  8. Internet advertisers will have to adjust their methods to reach audiences that tend to be .
  9. Direct mail is an effective form of advertising for business to develop .
  10. This passage discusses how advertisers select for advertisements. Part III Listening Comprehension (35 minutes) Section A
  11. A) Given his ankle a good rest. C) Continue his regular activities. B) Treat his injury immediately. D) Be careful when climbing steps.
  12. A) On a train. B) On a plane. C) In a theater. D) In a restaurant.
  13. A) A tragic accident. C) Smith's unusual life story. B) A sad occasion. D) Smith's sleeping problem.
  14. A) Review the detail of all her lessons. C) Talk with her about his learning problems. B) Compare notes with his classmates. D) Focus in the main points of her lectures.
  15. A) The man blamed the woman for being careless. B) The man misunderstood the woman's apology. C) The woman offered to pay for the man's coffee. D) The woman spilt coffee on the man's jacket.
  16. A) Extremely tedious. C) Lacking a good plot. B) Hard to understand. D) Not worth seeing twice.
  17. A) Attending every lecture. C) Reading very extensively. B) Doing lots of homework. D) Using test-taking strategies.
  18. A) The digital TV system will offer different programs. B) He is eager to see what the new system is like. C) He thinks it unrealistic to have 500 channels. D) The new TV system may not provide anything better. Questions 19 to 22 are based on the conversation you have just heard.
  19. A) A notice by the electricity board. C) The description of a thief in disguise. B) Ads promoting electric appliances. D) A new policy on pensioners' welfare.
  20. A) Speaking with a proper accent. C) Making friends with them. B) Wearing an official uniform. D) Showing them his ID.
  21. A) To be on the alert when being followed. D) To watch out for those from the electricity B) Not to leave senior citizens alone at home. board. C) Not to let anyone in without an appointment.
  22. A) She was robbed near the parking lot. C) The pension she had just drawn was stolen. B) All her money in the bank disappeared. D) She was knocked down in the post office. Questions 23 to 25 are based on the conversation you have just heard.
  23. A) Marketing consultancy. C) Luxury hotel management. B) Professional accountancy. D) Business conference organization.
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  24. A) Having a good knowledge of its customs. C) Having been to the country before. B) Knowing some key people in tourism. D) Being able to speak Japanese.
  25. A) It will bring her potential into full play. C) It will enable her to improve her Chinese. B) It will involve lots of train travel. D) It will give her more chances to visit Japan. Section B Passage One Questions 26 to 28 are based on the conversation you have just heard.
  26. A) The lack of time. C) The frustrations at work. B) The quality of life. D) The pressure on working families.
  27. A) They were just as busy as people of today. C) They didn't complain as much as modern man. B) They saw the importance of collective D) They lived a hard life by hunting and efforts. gathering.
  28. A) To look for creative ideas of awarding employees. B) To explore strategies for lowering production costs. C) To seek new approaches to dealing with complaints. D) To find effective ways to give employees flexibility. Passage Two Questions 29 to 31 are based on the conversation you have just heard.
  29. A) Family violence. C) Her father's disloyalty. B) The Great Depression. D) Her mother's bad temper.
  30. A) His advanced age. C) His improved financial condition. B) His children's efforts. D) His second wife's positive influence. C) Divorce often has disastrous consequences.
  31. A) Love is blind. B) Love breeds love. D) Happiness is hard to find in blended families. Passage Three Questions 32 to 35 are base
 

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