深圳市智慧无忧教育咨询有限公司2008年6月21日大学英语四级考试(CET-4)A卷全真试题(2008年6月21日)Part IWriting(30 minutes)注意：此部分试题在答题卡1上。Directions:For this part,you are allowed thirty minutes to write a short essay entitledRecreational Activities.You should write at least 120 words according to the outlinegiven below in Chinese:1.娱乐活动多种多样，2.娱乐可能使人们受益，也可能有危害性，3.作为大学生，我的看法。Recreational Activities深圳市智慧无忧教育咨询有限公司PartⅡ快速阅读(9：30-9：45)Media Selection for AdvertisementsAfter determining the target audience for a product or service,advertising agenciesmust select the appropriate media for the advertisement.We discuss here themajor types of media used in advertising.We focus our attention on seventypes of advertising:television,newspapers,radio,magazines,out-of-home.Intemet,and direct mail.TelevisionTelevision is an attractive medium for advertising because it delivers massaudiences to advertisers.When you consider that nearly three out of fourAmericans have seen the game show Who Wants to Be a Millionaire?you canunderstand the power of television to communicate with a large audience.When advertisers create a brand,for example,they want to impress consumerswith the brand and its image.Television provides an ideal vehicle for this typeof communication.But television is an expensive medium,and not alladvertisers can afford to use it.Television's influence on advertising is fourfold.First,narrowcasting means thattelevision 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 thoseinterested in household improvement projects.Thus,audiences are smaller andmore 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 numberof advertisements to which audiences are exposed.Third,digital recordingdevices allow audience members more control over which commercials theywatch.Fourth,control over programming is being passed from the networks to深圳市智慧无忧教有答询有限公司local cable operators and satellite programmers.Newspaper?After television,the medium attracting the next largest annual ad revenue isnewspapers.The New York Times,which reaches a national audience,accounts for $1 billion in ad revenue annually,ii m increased its nationalcirculation(发行量)by40%and is now available for home delivery in ionciues.Locally,newspapers are the largest advertising medium.Newspapers are a less expensive advertising medium than television and provide away for advertisers to communicate a longer.more detailed message to theiraudience than they can through 48 hours,meaning newspapers are also a quickway of getting the massage out.Newspapers are ofen the most important formof news for a local community,and they develop a high degree of loyalty fromlocal reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction withoutdoor bill-boards (and ihe Internet to reach even more customersthan television.Advertisers are likely to use radio because it is a less expensivemedium than television,which means advertisers can afford to repeal their adsoften.Internet companies are also turning 10 radio advertising.Radio providesa way for advertisers to communicate with audience members at all times ofthe day.Consumers listen to radio on their way to school or work,at work,onthe way home,and in the evening hours.Two major changes-satellite and Internet radio-will force radio advertisers toadapt their methods.Both of these radio forms allow listeners to tune instations that are more distant than thelocal stations they could receive in the past.As a result,radio will increasinglyattract target audiences who live many miles apart.Magazines