CET4历年真题、预测及答案

2009年6月大学英语四级真题试卷

PartIIReadingComprehension(SkimmingandScanning)(15minutes)

HowDoYouSeeDiversity?

Asamanager,Tiffanyisresponsibleforinterviewingapplicantsforsomeofthepositions

withhercompany.Duringoneinterview,shenoticedthatthecandidatenevermadedirecteye

contact.Shewaspuzzledandsomewhatdisappointedbecauseshelikedtheindividualotherwise.

Hehadaperfectresumeandgavegoodresponsestoherquestions,butthefactthathenever

lookedherintheeyesaid“untrustworthy,"soshedecidedtoofferthejobtohersecondchoice.

“Itwasn'tuntilIattendedadiversityworkshopthatIrealizedthepersonwepassedover

wastheperfectperson,Tiffanyconfesses.Whatshehadn'tknownatthetimeoftheinterview

wasthatthecandidate's"different”behaviorwassimplyaculturalmisunderstanding.Hewasan

Asian-Americanraisedinahouseholdwhererespectforthoseinauthoritywasshownby

averting(避开)youreyes.

“Iwasjustthrownoffbythelackofyecontact;notrealizingitwascultural,Tiffanysays.

“Imissedout,butwillnotmissthatopportunityagain.^^

Manyofushavehadsimilarencounterswithbehaviorsweperceiveasdifferent.Asthe

worldbecomessmallerandourworkplacesmorediverse,itisbecomingessentialtoexpandour

under-standingofothersandtoreexaminesomeofourfalseassumptions.

HireAdvantage

Atatimewhenhiringqualifiedpeopleisbecomingmoredifficult.employerswhocan

eliminateinvalidbiases(偏爱)fromtheprocesshaveadistinctadvantage.Mycompany,Mindsets

LLC,helpsorganizationsandindividualsseetheirownblindspots.Arealestaterecruiterwe

workedwithillustratesthepositivedifferencesuchtrainingcanmake.

“DuringmyMindsetscoachingsessionJwastaughthowtorecruitadiversifiedworkforce.

Irecruitedpeoplefromdifferentculturesandskillsets.Theagentswereabletoutilizetheirfull

potentialandexperiencestobuildupthecompany.Whentherealestatemarketbegantochange,

itwasbecausewehadadiverseagentpoolthatwewereabletostayintherealestatemarket

muchlongerthanothersinthesameprofession.^^

BlindedbyGender

Daleisanaccountexecutivewhoattendedoneofmyworkshopsonsupervisingadiverse

workforce."ThroughoneofthesessionsJdiscoveredmypersonalbiasherecalls."IlearnedI

hadnotbeenlookingatapersonasawholeperson,andbeingopentodifferencesInhiscase,

theblindnesswasnotaboutculturebutrathergender.

“Ihadamanagementpositionopeninmydepartment;andthetwofinalistswereamananda

woman.HadInotattendedthisworkshop,Iwouldhaveautomaticallyassumedthemanwasthe

bestcandidatebecausethepositionrequiredquiteabitofextensivetravel.Myreasoningwould

havebeenthateventhoughbothcandidatesweregreatandcouldhavebeensuccessfulinthe

position,Iassumedthewomanwouldhavewantedtobehomewithherchildrenandnot

travel."Dale'sassumptionsareanotherexampleofthewell-intentionedbutincorrectthinkingthat

limitsanorganization'sabilitytotapintothefullpotentialofadiverseworkforce.

“Ilearnedfromtheclassthatinsteadofimposingmygenderbiasesintothesituation,I

neededtopresentthefullrangeofduties,responsibilitiesandexpectationstoallcandidatesand

allowthemtomakeaninformeddecisionDalecreditstheworkshop,“becauseithelpedme

makedecisionsbasedonfairness

YearoftheKnow-It-All

Dougisanothersupervisorwhoattendedoneofmyworkshops.Herecallsamajorlesson

learnedfromhisownemployee.

“OneofmymostembarrassingmomentswaswhenIhadaChinese-Americanemployeeput

inarequesttotaketimeofftocelebrateChineseNewYear.Inmyignorance,Iassumedhehad

hisdateswrong,asthefirstofJanuaryhadjustpassed.WhenIadvisedhimofthis,Igavehima

longtalking-toaboutturninginrequestsearlywiththeproperdates.

“Hepatientlywaited,thenwhenIwasdone,hesaidhewouldlikeChineseNewYeardid

notbeginJanuaryfirst,andthatChineseNewYear,whichistiedtothelunarcycle,isoneofthe

mostcelebratedholidaysontheChinesecalendar.Needlesstosay,Ifeltveryembarrassedin

assuminghehadhisdatesmixedup.ButIlearnedagreatdealaboutassumptions,andthatthe

timingofholidaysvariesconsiderablyfromculturetoculture.

""AttendingthediversityworkshophelpedmerealizehowmuchIcouldlearnbysimply

askingquestionsandcreatingdialogueswithmyemployees,ratherthanmakingassumptionsand

tryingtobeaknow-it-allDougadmits."ThebiggestthingItookawayfromtheworkshopis

learninghowtobemore'inclusive'todifferences.^^

AbetterBottomLine

Anopenmindaboutdiversitynotonlyimprovesorganizationsinternally,itisprofitableas

well.Thesecommentsfromacustomerservicerepresentativeshowhowaninclusiveattitudecan

improvesales."MostofmycustomersspeakEnglishasasecondlanguage.Oneofthebestthings

mycompanyhasdoneistocontractwithalanguageservicethatofferstranslationsoverthe

phone.Itwasn'tuntilmybossreceivedMindsets,trainingthatshewasabletounderstandhow

importantinclusivenesswastocustomerservice.Asresult,ourcustomerbasehasincreased

Oncewestarttoseepeopleasindividuals.anddiscardthestereotypes,wecanmove

positivelytowardinclusivenessforeveryone.Diversityisaboutcomingtogetherandtaking

advantageofourdifferencesandsimilarities.Itisaboutbuildingbettercommunitiesand

organizationsthatenhanceusasindividualsandreinforceoursharedhumanity.

Whenwebegintoquestionourassumptionsandchallengewhatwethinkwehavelearned

fromourpast,fromthemedia,peers,family,friends,etc,webegintorealizethatsomeofour

conclusionsare//awed（有缺陷的）orcontrarytoourfundamentalvalues.Weneedtotrain

our-selvestothinkdifferently,shiftourmindsetsandrealizethatdiversityopensdoorsforallof

us,creatingopportunitiesinorganizationsandcommunitiesthatbenefiteveryone.

1.WhatbotheredTiffanyduringaninterviewwithhercandidate?

A）Hejustwouldn'tlookherintheeye.

B)Hewasslowinansweringherquestions.

C)Hisanswerstosomeofherquestionswereirrelevant.

D)Hisanswerstosomeofherquestionswereirrelevant.

2.Tiffany'smisjudgmentaboutthecandidatestemmedfrom.

A)^cialiereotypes.C)Ricialiereotypes.

B)Invalidpersonalbias.D)Emphasisonphysicalappearance

3.Whatisbecomingessentialinthecourseofeconomicglobalizationaccordingtothe

author?

A)Hiringqualifiedtechnicalandmanagementpersonnel.

B)Increasingunderstandingofpeopleofothercultures.

C)Constantlyupdatingknowledgeandequipment.

D)Expandingdomesticandinternationalmarkets.

4.WhatkindoforganizationisMindsetsLLC?

A)Aealestateagency.C)Aailturalexchangeoganization.

B)Apersonneltrainingcompany.D)Ahi-techcompany

5.Afteroneoftheworkshops,accountexecutiveDalerealizedthat

A)Hehadhiredthewrongperson.

B)Hecouldhavedonemoreforhiscompany.

C)Hehadnotmanagedhisworkforcewell.

D)Hemustgetridofhisgenderbias.

6.WhatdidDalethinkofMindsetsLLC'sworkshop?

A)Itwaswell-intentionedbutpoorlyconducted.

B)Ittappedintotheexecutives9fullpotential.

C)Ithelpedhimmakefairdecisions.

D)Itmetparticipants'diverseneeds.

7.HowdidDoug,asupervisor,respondtoaChinese-Americanemployee'srequestfor

leave?

A)Hetoldhimtogetthedatesright.C)Heflatlyturneditdown

B)Hedemandedanexplanation.D)Hereadilyapprovedit.

8.Dougfeltwhenherealizedthathisassumptionwaswrong.

9.AfterattendingMindsets'workshops,theparticipantscametoknowtheimportanceof

totheirbusiness.

10.Whenweviewpeopleasindividualsandgetridofstereotypes,wecanachieve

diversityaidbmefitfomhebetweenus

PartIVReadingComprehension(readingindepth)(25minutes)

EveryyearinthefirstweekofmyEnglishclass,somestudentsinformmethatwrithingis

toohard.Theyneverwrite,unlessassignments47it.Theyfinethewritingprocess48and

difficult.

Howawfultobeabletospeakinalanguagebutnottowriteinit-49English,withits

richvocabulary.Beingabletospeakbutnotwriteislikelivinginan50mansioni)and

neverleavingonesmallroom.WhenImeetstudentswhothinktheycan'twrite,Iknowasa

teachermy51istoshowthemtherestoftherooms.Mytaskistobuildfluencywhile

providingtheopportunityinherentinanywritingactivityto52themoralandemotional

developmentofmystudents.Onegreatwaytodothisisbyhavingstudentswriteinajournalin

classeveryday.

Writingabilityislikestrengthtraining.Writingneedstobedone53,justlikeexercise;

justasmusclesgrowstrongerwithexercise,writingskillsimprovequicklywithwritingpractice.

Ioftenseeariseinstudentconfidenceand54afteronlyafewweeksofjournalwriting.

ExpressingoneselfinwritingisoneofthemostimportantskillsIteachtostrengthenthe

wholestudent.Whenmystudentspracticejournalwriting,theyarepracticingfortheirfuture

academic,political,and55lives.Theybuildskillssothatsomedaytheymightwriteagreat

novel,apieceofsorelyneededlegislation,ortheperfectloveletter.Everydaythattheywritein

theirjournalsputsthemastep56tofluency,eloquence(雄辩)，andcommandof

language.

A)closerI)panful

B)dailyJ)pffformance

C)emotionalK)pofession

D)enhanceL)emarkably

E)enormousM)require

F)especiallyN)©nsitive

G)hinderO)uge

H)mission

PassageOne

TheJanuaryfashionshow,calledFutureFashion,exemplifiedhowfargreendesignhas

come.OrganizedbytheNewYork-basednonprofitEarthPledge,theshowinspiredmanytop

designerstoworkwithsustainablefabricsforthefirsttime.Severalhavesincemadepledgesto

includeorganicfabricsintheirlines.

Thedesignerswhoundertakegreenfashionstillfacemanychallenges.ScottHahn,

cofounderwithGregoryofRoganandLoomstate,whichusesall-organiccotton,sayshigh-quality

sustainablematerialscanstillbetoughtofine."Mostdesignerswithexistinglabelsarefinding

therearen'tcomparablefabricsthatcanjustreplacewhatyou'redoingandshatyourcustomers

areusedto,“hesays.Forexample,organiccottonandnon-organiccottonarevirtually

indistinguishableoncewovenintoadress.Butsomepopularsynthetics,likestretchnylon,still

havefeweco-friendlyequivalents.

Thosewhodomaketheswitcharefindingtheyhavemoresupport.Lastyeartheinfluential

tradeshowDesigners&Agentsstoppedchargingitsparticipationfeeforyounggreen

emwpre/w〃rs(企'也家)whoattenditstwospringtimeshowsinLosAngelesandNewYorkand

gavespecialrecognitiontodesignerswhosecollectionsareatleast25%sustainable.Itnow

countsmorethan50greendesigners,upfromfewerthanadozentwoyearsago.Thisweek

Wal-Martissettoannounceamajorinitiativeaimedathelpingcottonfarmersgoorganic:itwill

buy(过渡型的)cottonathigherprices,thushelpingtoexpandthesupplyofakey

sustainablematerial.^Mainstreamisabouttooccur,“saysHahn.

Some(分析师)arelesssure.Amongconsumers,only18%areevenawarethat

ecofashionexists,upfrom6%fouryearsago.NatalieHormilla,afashionwriter,isanexampleof

theunconvertedconsumer,whenaskedifsheownedanysustainableclothes,shereplied:"Not

thatI'mawareof."Likemostconsumers,shefindslittletimetoshop,andwhenshedoes,she'son

thehuntfor“cutestuffthatisn'ttooexpensive.”Byherownadmission,greenjustisn'tyetonher

mind.But-thankstothecombinedeffortsofdesigners,retailersandsuppliers-onedayitwillbe.

57.WhatissaidaboutFutureFashion?

A)Itinspiredmanyleadingdesignerstostartgoinggreen.

B)Itshowedthatdesignersusingorganicfabricswouldgofar.

C)Itservedasanexampleofhowfashionshowsshouldbeorganized.

D)Itconvincedthepublicthatfashionableclothesshouldbemadedurable.

58.AccordingtoScottHahn,onebigchallengetodesignerswhowillgoorganicis

that.

A)muchmoretimeisneededtofinishadressusingsustainablematerials.

B)theyhavetocreatenewbrandsforclothesmadeoforganicmaterials.

C)customershavedifficultytellingorganicfromnon-organicmaterials.

D)qualityorganicreplacementsforsyntheticsarenotreadilyavailable.

59.WelearnfromParagraph3thatdesignerswhoundertakegreenfashion.

A)canattendvarioustradeshowsfree.

B)arereadilyrecognizedbythefashionworld

C)canbuyorganiccottonatfavorableprices.

D)aregainingmoreandmoresupport.

60.WhatisNatalieHormiHa'sattitudetowardecofashion?

A)Shedoesn'tseemtocareaboutit.C)Sheisdoubtfulofitspracticalvalue.

B)Shedoesn'tthinkitissustainableD)Sheisverymuchopposedtotheidea

61.Whatdoestheauthorthinkofgreenfashion?

A)Greenproductswillsoongomainstream.

B)Ithasaverypromisingfuture.

C)Consumershavethefinalsay.

D)Itwillappealmoretoyoungpeople.

PassageTwo

Scientistshavedevisedawaytodetermineroughlywhereapersonhaslivedusinga

strand(缕)ofhair,atechniquethatcouldhelptrackthemovementsofcriminalsuspectsor

unidentifiedmurdervictims.

Themethodreliesonmeasuringhowchemicalvariationsindrinkingwatershowupin

people'shair.

“You'rewhatyoueatanddrink,andthat'srecordedinyouhair,“saidThureCeding,a

geologistattheUniversityofUtah.

WhileU.Sdietisrelativelyidentical,watersuppliesvary.Thedifferencesresultfrom

weatherpatterns.Thechemicalcompositionofrainfallchangesslightlyasraidcloudsmove.

Mosthydrogenandoxygenatomsinwaterarestable,buttracesofbothelementsarealso

presentasheavierisotopes(同位素).Theheaviestraidfallsfirst.Asaresult,stormsthatform

overthePacificdeliverheavierwatertoCaliforniathantoUtah.

SimilarpatternsexistthroughouttheU.S.Bymeasuringtheproportionofheavierhydrogen

andoxygenisotopesalongastrandofhair,scientistscanconstructageographictimeline.Each

inchofhaircorrespondstoabouttwomonths.

Ceiling'steamcollectedtapwatersamplesfrom600citiesandconstructedamopofthe

regionaldifferences.Theycheckedtheaccuracyofthemapbytesting200hairsamplescollected

from65barbershops.

Theywereabletoaccuratelyplacethehairsamplesinbroadregionsroughlycorresponding

tothemovementofraidsystems.

“It'snotgoodforpinpointing(精确定位)JCerlingsaid."It'sgoodforeliminatingmany

possibilities?,

ToddPark,alocaldetective,saidthemethodhashelpedhimlearnmoreaboutan

unidentifiedwomanwhoseskeletonwasfoundnearGreatSaltLake.

Thewomanwas5feettall.Policerecovered26bones,aT-shirtandseveralstrandsofhair.

WhenParkheardabouttheresearch,hegavethehairsamplestotheresearchers.Chemical

testingshowedthatoverthetwoyearsbeforeherdeath,shemovedabouteverytwomonths.

ShestayedintheNorthwest,althoughthetestcouldnotbemorespecificthansomewhere

betweeneasternOregonandwesternWyoming.

“It'sstillasubstantialarea,“Parksaid“Butitnarrowsitwaydownforme.^^

62.Whatisthescientists,newdiscovery?

A)One'shairgrowthhastodowiththeamountofwatertheydrink.

B)Aperson'shairmayrevealwheretheyhavelived.

C)Hairanalysisaccuratelyidentifiescriminalsuspects.

D)Thechemicalcompositionofhairvariesfrompersontoperson.

63.Whatdoestheauthormeanby"You'rewhatyoueatanddrink”(Line1,Para.3)?

A)Foodanddrinkaffectone'spersonalitydevelopment.

B)Foodanddrinkpreferencesvarywithindividuals.

C)Foodanddrinkleavetracesinone'sbodytissues.

D)Foodanddrinkareindispensabletoone'sexistence.

64.WhatissaidabouttherainfallinAmerica'sWest?

A)ThereismuchmorerainfallinCaliforniathaninUtah.

B)Thewateritdeliversbecomeslighterwhenitmovesinland.

C)Itschemicalcompositionislessstablethaninotherareas.

D)Itgathersmorelightisotopesasitmoveseastward.

65.WhatdidCeiling'steamproduceintheirresearch?

A)Amapshowingtheregionaldifferencesoftapwater.

B)Acollectionofhairsamplesfromvariousbarbershops.

C)Amethodtomeasuretheamountofwaterinhumanhair.

D)Achartillustratingthemovementoftherainsystem.

66.WhatisthepracticalvalueofCeiling'sresearch?

A)Ithelpsanalyzethequalityofwaterindifferentregions.

B)Ithelpsthepolicedeterminewhereacrimeiscommitted.

C)Ithelpsthepolicenarrowdownpossibilitiesindetectivework.

D)Ithelpsidentifythedrinkinghabitsofthepersonunderinvestigation.

PartVCloze(15minutes)

KimiyukiSudashouldbeaperfectcustomerforJapan'scar-makers.He'sayoung,

successfulexecutiveatanInternet-servicescompanyinTokyoandhasplentyofdisposable

67_.HeusedtoownToyota'sHiluxSurf,asportutilityvehicle.Butnowheuses68subways

andgrains."It，snotinconvenientatallJhesays69,“havingacarisso20thcentury.^^

Sudareflectsaworrisome70inJapan;theautomobileislosingitsemotionalappeal,

71_amongtheyoung,whoprefertospendtheirmoneyonthelatestelectronicdevices.72

mini-carsandluxuryforeignbrandsarestillpopulareverythinginbetweenis73_.Lastyears

salesfell6.7percent,7.6percent74youdon'tcountthemini-carmarket.Therehavebeen

75_one-yeardropsinothernations:salesinGermanyfell9percentin200776ataxincrease.

ButexpertssayJapanis

77__inthatsaleshavebeendecreasingsteadily78__time.Since1990,yearlynew-carsales

havefallenfrom7.8millionto5.4millionunitsin2007.Alarmedbythisstateof79,theJapan

AutomobileManufacturersAssociation(JAMA)

80acomprehensivestudyofthemarketin2006.Itfoundthata81wealthgap,

demographic(人口结构的)changesand82lackofinterestincarsledJapanesetoholdtheir

83longer,replacetheircarswithsmallerones84giveupcarownershipaltogetherJAMA

85_afurthersalesdeclineof1.2percentthisyear.Someexpertsbelievethatifthetrend

continuesformuchlonger,furtherconsolidation(合并)intheautomotivesectoris86.

PartVITranslation(5minutes)

87.Soonafterhetransferredtothenewschool,Alifoundthathehad(很难跟上班里

的同学)inmathandEnglish.

88.Ifshehadreturnedanhourearlier,Mary(就不会被大雨淋湿了).

89.Itissaidthatthosewhoarestressedorworkingovertimeare(更有可能增加

体重).

90.(很多人所没有意识到的)isthatSimonisaloverofsports,andfootball

inparticular.

91.Thestudyshowsthatthepoorfunctioningofthehumanbodyis(与缺乏锻

炼密切相关)

67.A)pr)fitC)iicome

79.A)mssC)g»vvth

B)paymentD)hidget

B)boomD)decay

68.A)mostlyC)occasionally

80.A)proceededC)hunched

B)partiallyD)nrely

BRelievedD)Evised

69.A)ThereforeC)Otherwise

81.A)quickeningC)irengthening

B)BesidesD)G)nsequently

B)wdeningD)bngthening

70.A)driftC)oin'ent

82.A)averageC)i)undant

B)ideD)tend

B)missiveD)general

71.A)emarkablyC)pecially

83.A)hbelsC)vehicles

B)essentiallyDjparticularly

B)cvclesD)devices

2008年6月大学英语四级试题及参考答案

PartIWriting(30minutes)

towriteALetterofApologyaccordingtotheoutlinegivenbelow.

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

MediaSelectionforAdvertisements

Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselectthe

appropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedin

advertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,

magazines,out-of-home.Internet,anddirectmail.

Television

Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencesto

advertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshow

WhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontocommunicatewith

alargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumers

withthebrandanditsimage.Televisionprovidesanidealvehicleforthistypeof

communication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.

Television'sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevision

channelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,for

instance.

iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedin

householdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous（具有共同

特点的）thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevision

channelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthe

sheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevices

allowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controlover

programmingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.

Newspaper?

Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNew

YorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually,ii

mincreaseditsnationalcirculation（发行量）by40%andisnowavailableforhomedeliveryin

ionciues.Locally,newspapersarethelargestadvertisingmedium.

Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayfor

advertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycan

through48hours,meaningnewspapersarealsoaquickwayofgettingthemassage

out.Newspapersareofenthemostimportantformofnewsforalocalcommunity,andthey

developahighdegreeofloyaltyfromlocalreader.

Radio

AdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwithoutdoor

bill-boards（广告牌）andiheInternettoreachevenmorecustomersthantelevision.Advertisers

arelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeans

advertiserscanaffordtorepealtheiradsoften.Internetcompaniesarealsoturning10radio

advertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatall

timesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,ontheway

home,andintheeveninghours.

Twomajorchanges—satelliteandInternetradio-willforceradioadvertiserstoadapttheir

methods.Bothoftheseradiofonnsallowlistenerstotuneinstationsthataremoredistantthanthe

localstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttarget

audienceswholivemanymilesapart.

Magazines

Newsweeklies,women'stitles,andbusinessmagazineshaveallseenincreasesinadvertising

becausetheyattractthehigh-endmarket,magazinesarepopularwithadvertisersbecauseofthe

narrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypes

ofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsports

illustrated,forexample,youhavemuchincommonwiththemagazine'sotherreaders.Advertisers

seemagazinesasanefficientwayofreachingtargetaudiencemembers.

Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomain

changes.First,theinternetwillbringlargeraudiencestolocalnewspapers,thesesecond.

Advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtarget

audiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberof

magazineswillentertainnarroweraudiences.

Out-of-homeadvertising

Out-of-homeadvertising.Alsocalledplace-basedadvertising,hasbecomeanincreasingly

effectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumers

todaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersfbr

advertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravel

longerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,

technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemedium

thaninthepast.

Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6days

previously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausethey.

Canchangetheirmessagesmorequickly.

Internet

Asconsumersbecomemorecomfortablewithonlineshopping,