快速阅读练习

快速阅读练习快速阅读练习第1页Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-home.Internet,anddirectmail.快速阅读练习第2页TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.快速阅读练习第3页Television'sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(含有共同特点)thantheyhavebeeninthepast.快速阅读练习第4页Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.快速阅读练习第5页NewspapersAftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.快速阅读练习第6页Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemassageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreader.快速阅读练习第7页RadioAdvertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbill-boards(广告牌)andtheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.快速阅读练习第8页Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.快速阅读练习第9页MagazinesNewsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.快速阅读练习第10页Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theinternetwillbringlargeraudiencestolocalnewspapers,theseaudiencewillbemorediverseandgeographicallydispersed（分散）thaninthepast.Second,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.快速阅读练习第11页Out-of-homeadvertisingOut-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.快速阅读练习第12页Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.快速阅读练习第13页InternetAsconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.快速阅读练习第14页Internetadvertisingwillplayamoreprominentroleinorganizations'advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.快速阅读练习第15页DirectmailAfinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient'smessage.Directmailincludesnewsletters,postcardsandspecialpromotions.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectivefromofadvertising.快速阅读练习第16页1.Televisionisanattractiveadvertisingmediuminthat_____________.A)ithaslargeaudiencesB)itappealstohousewivesC)ithelpsbuildupacompany'sreputationD)itisaffordabletomostadvertisers快速阅读练习第17页2.WiththeincreaseinthenumberofTVchannels_________.A)thecostofTVadvertisinghasdecreasedB)thenumberofTVviewershasincreasedC)advertisers'interestinothermediahasdecreasedD)thenumberofTVadspeoplecanseehasincreased快速阅读练习第18页3.Comparedwithtelevision,newspapersasanadvertisingmedium_________________.A)earnalargerannualadrevenueB)conveymoredetailedmessagesC)usemoreproductiontechniquesD)getmessagesoutmoreeffectively快速阅读练习第19页4.Advertisingonradiocontinuestogrowbecause___________.A)morelocalradiostationshavebeensetupB)moderntechnologymakesitmoreentertainingC)itprovideseasyaccesstoconsumersD)ithasbeenrevolutionizedbyInternetradio.快速阅读练习第20页5.Magazinesareseenbyadvertisersasanefficientwayto___________.A)reachtargetaudiencesB)moderntechnologymakesitmoreentertainingC)appealtoeducatedpeople.D)conveyallkindsofmessages快速阅读练习第21页6.Out-o