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2008 年 6 月大学英语四级考试 A 卷真题 一.写作部分(
  9:00-
  9:
  30) 写作部分(
  9:00(9 Writing Part Ⅰ Writing (30 minutes) 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。 二.快速阅读(
  9:30-
  9:
  45) 快速阅读(
  9:30(9 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.
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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
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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-ofOut-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.
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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.
  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 company's reputation 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 nuiflber 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.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
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  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 Internet radio.
  5.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
  6.Oui-of-home advertising has become 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
  7. The challenge to Internet 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. Internet advertisers will have to adjust their methods to reach audiences that tend to be
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  9.Direct mail is an effecitive form of advertising for businesses to develop
  10.This passage discusses how advertisers selectfor advertisements. 注意:收答题卡一作文和快速阅读部分(
  9:45-
  10:
  00) 三.听力部分(
  10:00-
  10:
  35) 听力部分(
  10:00-
  10: (10 Section A
  11. A) Give his ankle a good rest. B) Treat his injury immediately. C) Continue his regular activities. 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. B) A fad occasion C) Smith's unusual life story. D) Smith's sleeping problem.
  14. A) Review the details of all her lessons. B) Compare notes with his classmates. C)Talk with her about his learning problems. D) Focus on the main points of her lectures.
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  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. B) Hard to understand. C) Lacking a goot plot. D) Not worth seeing twice.
  17. A) Attending every lecture. B) Doing losts of homework. C) Reading very extensively. 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. Question 19 to 22 are based on the passage you have just heard.
  19.a)a notice by the electricity board. b)ads promoting electric appliances. c)the description of a thief in disguise. d)a new policy on pensioners'welfare.
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  20.a)speaking with a proper accent. b)wearing an official uniform. c)making friends with them d)showing them his ID.
  21.a)to be on the alert when being followed. b)not to leave senior citizens alone at home. c)not to let anyone in without an appointment. d)to watch out for those from the electricity board.
  22.a)she was robbed near the parking lot. b)all her money in the bank disappeared. c)the pension she had just drawn was stolen. d)she was knocked down in the post office. Question 23 to 25 are based on the passage you have just heard.
  23.a)marketing consultancy. b)Professional accountancy. c)luxury hotel management. d)business conference organization
  24.a)having a good knowledge of its customs. b)knowing some key people in tourism. c)having been to the country before. d)being able to speak japanese.
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  25.a)it will bring her potential into full play. b)it will involve lots of train travel. c)it will enable her to improve her chinese. d)it will give her more chances to visit japan. Section B Passage One Question 26 to 28 are based on the passage you have just heard.
  26.a) The lack of time b) The quality of life. c) The frustrations at work. d) The pressure on working families.
  27.a)They were just as busy as people of today. b)They saw the importance of collective efforts. c)They didn't co
 

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