({B)} Media Selection for Advertisements({/B)} 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.({B)} Television({/B)} 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. 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.({B)} Newspapers({/B)} 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. It has increased its national circulation (发行量) by 40% and is now available for home delivery in 168 dries. 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 newspapers in about 48 hours, meaning newspapers are also a quick way of getting the massage 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.({B)} Radio({/B)} Advertising on radio continues to grow. Radio is often used in conjunction with outdoor billboards (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. 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.({B)} Magazines({/B)} Newsweeklies, women’s rifles, 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. 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.({B)} Out-of-home advertising({/B)} 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.({B)} Internet({/B)} 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 online medium as well.({B)} Direct mail({/B)} 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 form of advertising.With the increase in the number of TV channels,______. A．the cost of TV advertising has decreasedB．the number of TV viewers has increasedC．advertisers’ interest in other media has decreasedD．the number of TV ads people can see has increased
What makes Chris Cocalis believe there is a greater opportunity for ebike sales?A. The further lowering of ebike prices.B. The public’s concern for their health.C. The increasing interest in mountain climbing.D. The younger generation’s pursuit of comfortable riding.
The plural form of "vertebra" is vertebrae.A. 正确B. 错误
International corporate law firm Milbank has discontinued its funding of student events at Harvard Law School, after some of the money was used to pay for pizza at a discussion hosted by a group that supports a one-state solution to the Israeli-Palestinian conflict.Milbank, one of Harvard’s major donors, in 2012 pledged 1 million over the course of five years to help support student-run activities at the prominent law school, located near Boston in the northeastern U.S. But Milbank asked the school to use the money elsewhere “to avoid creating any misimpressions that the firm endorses the viewpoints expressed by any particular organization or journal,” according to a Harvard statement.The move comes after the student group Justice for Palestine held in October discussion called “The Palestine Exception to Free Speech: A Movement Under Attack” aiming to put international pressure on Israel to end its occupation of Palestinian areas.1.What did Milbank do after its fund was used to support an event hosted by the group Justice for Palestine?A) Ask Harvard Law School to withdraw the money.B) Terminate its support for Harvard Law School.C) Stop sponsoring student events at the prominent law school.D) Clear any misinterpretation of their endorsing similar political viewpoints.2.What can be inferred from the student group’s discussion subject?A) They are pro-Israel.B) They hold pro-Palestine viewpoints.C) They stay neutral.D) They suppress advocates of an independent Palestine.
South Korea says The Democratic People's Republic of Korea (DPRK) has fired several artillery rounds near a frontline island. A South Korean Defense Ministry statement said the Korean People's Army "fired a few artillery rounds" on Jangsangot promontory near the disputed border between the two Koreas. The ministry said it believed the move was part of a DPRK "military drill."As a precaution, however, the South has warned residents on Yeonpyeongisland to be prepared to evacuate into shelters.The government has also urged fishing boats to return to their ports.The episode happened amid increased tensions between the two Koreas following Pyongyang's nuclear and missile tests.1.What is the news report mainly about?A) South Korean residents having evacuated into shelters.B) DPRK’s artillery fire near South Korean border.C) Several artillery rounds fired in Pyongyang.D) Tension increased due to Pyongyang’s nuclear tests.2.What can we infer from the South Korean Defense Ministry’s statement?A) South Korea will take punitive action to compel Pyongyang to halt its nuclear program.B) South Korea will cement its trade ties with the DPRK.C) South Korea is frightened by DPRK’s willingness to develop nuclear weapons.D) DPRK’s artillery fire has infringed on South Korean security interests.
Is Your Life Worth 30 Minutes a Day Don’’t be afraid of the E word ― it could mean your survival. People who aren’’t engaging in regular exercise can reap significant health benefits if they accumulate 30 minutes of moderate-intensity physical activity most days of the week. What can help prevent stroke (中风), heart disease and some cancer What can lift depression, ease arthritis (关节炎) pain and increase both the length and quality of life ― to name just a few of its benefits "If packed into a pill," sums up Dr. Robert Butler, former director of the National Institute on Aging, "it would be the single most widely prescribed (写处方) and beneficial medicine in the nation. "Best of all, it is free and available to everyone." Exercise Can Help People Stay Healthy Give up The answer is the E word: exercise. But you don’’t have to change into gym shorts or, heaven forbid, sweat for an hour. Instead, the U.S. Surgeon General’’s report Physical Activity and Health offers this simple exercise prescription: people who aren’’t engaging in regular exercise can reap significant health benefits if they accumulate 30 minutes of moderate-intensity physical activity most days of the week. Americans Expend Much Less Energy and Time on Exercise Americans today expend much less energy than did previous generations, perhaps as much as a few hundred calories per day less. All the "advances" that make our lives easier ― like e-commerce (电子商务) , and automatic doors ― contribute to the current epidemic (流行病) of obesity (肥胖) and related disease. Experts say that if you expend just ten extra calories a day by being more active, over a year you can lose a pound ― mostly fat. And if you burn 150 extra calories a day ― the equivalent of a 30-minutes’’ walk ― in a year that’’s ten pounds. (If you also eat 150 calories less ― that’’s about half a candy bar ― you could lose an additional ten pounds.)The sad fact is that only about 15 percent of American adults engage regularly in vigorous physical activity for at least 20 minutes three times a week. More than 60 percent are not regularly physically active, and 25 percent are totally sedentary (久坐的). The Benefit of Moderate Exercise Yet the benefits of moderate exercise are amazing. Consider how exercise helps the following: diabetes (糖尿病) . The number of Americans diagnosed with diabetes has increased six fold since 1958, to a record high of ten million. This alarming rise is linked to our expanding waistlines, junk food diet and inactivity. Some experts feel that the most common form of diabetes is preventable with a proper diet ― and regular activity. In diabetics, the hormone insulin (荷尔蒙胰岛素) does not properly regulate glucose (葡萄糖) levels in the blood. When people exercise, the body fuels the activity by taking glucose out of their blood to use for energy. Exercise Can Help Patients Suffering from the Following Diseases Heart Attacks and Stroke. One of the simplest, safest, least expensive and most effective strategies for improving heart health is frequently neglected: exercise. It reduces blood pressure and can help raise the level of "good" cholesterol (胆固醇) , while lowering "bad" cholesterol when combined with dietary changes. Remember: for every one percent reduction in blood cholesterol, the occurrence of coronary (冠状动脉的) heart disease is reduced by two percent. Moreover, people who exercise one hour per day cut their risk for stroke nearly in half, according to a study of 11,130 Harvard University alumni (男女校友). Mental Health. When asked why she started swimming during her freshman year at Boston University, world-class endurance swimmer Julie Ridge replied, "It was a mental thing." While sedentary people may assume that working out is about looking good, habitual exercisers like Ridge know that it is largely about feeling good. A growing body of research shows that physical activity does, indeed, exert a "feel good" effect that can work as a powerful treatment for depression. Arthritis. Many people ― including some physicians ― still haven’’t heard the new message that exercise can help people with arthritis now affecting nearly 43 million Americans. "We’’ve come from thinking that physical fitness was impossible for people with arthritis to know that exercise is one of the best ways to manage their disease and minimize their disability," says Marian Minor, an associate professor of Physical therapy at the University of Missouri, Columbia. Exercise can reduce pain by keeping joints (关节) flexible and the muscles around the joints strong. A person with arthritis who has other medical conditions or a lot of pain should get a physician’’s referral (建议) to a physical therapist who can design an individualized exercise program. Cancer. Each year over a million Americans learn they have cancer ― the second leading cause of death in the Unites States after heart disease. In 1996 the American Cancer Society added regular physical activity to the list of preventive measures it advocates. According to one large study of people at various levels of fitness, the least fit men died from cancer at a rate more than three times higher than that of the most fit men. And, notes Informed Decisions, the American Cancer Society’’s guide to the disease, an earlier study found "the least fit women had fully 16 times the cancer death rate of the most fit women." Scientists still don’’t know the precise mechanisms by which exercise appears to exert an "anticancer" effect, but current thinking points to physical activity’’s effect on the immune and endocrine (内分泌的) system. So Choose to Move. Stop viewing exercise as a "workout" and start thinking of it as play ― a welcome daily recess (暂歇) that frees your body from the confines of its workaday routines. And if you have any health concerns, you should, of course, consult a physician first.In a way, some modern conveniences result in people’’s obesity and related diseases. A．YB．NC．NG
The terms "global warming" and "climate change" are used by many，seemingly interchangeably.But do they really mean the same thing？ Scientists shaped the history of the terms while attempting to accurately describe how humans continue to alter the planet.Later，political strategists adopted the terms to influence public opinion. In 1975，geochemist Wallace Broecker introduced the term "climate change" in an article published by Science.In 1979，a National Academy of Sciences report used the term "global warming" to define increases in the Earth's average surface temperature，while "climate change" more broadly referred to the numerous effects of this increase，such as sea-level rise and ocean acidification（酸化）. During the following decades，some industrialists and politicians launched a campaign to sow doubt inthe minds of the American public about the ability of fossil-fuel use，deforestation and other human activities to influence the planet's climate. Word use played a critical role in developing that doubt.For example，the language and polls expert Frank Luntz wrote a memo encouraging the use of "climate change" because the phrase sounded less scary than "global warming，" reported the Guardian. However，Luntz's recommendation wasn't necessary.A Google Ngram Viewer chart shows that by 1993 climate change was already more commonly used in books than global warming.By the end of the next decade both words were used more frequently，and climate change was used nearly twice as often as global warming. NASA used the term "climate change" because it more accurately reflects the wide range of changes to the planet caused by increasing amounts of greenhouse gases in the atmosphere. The debate isn't new.A century ago，chemist Svante Arrhenius started one of the first debates over the potential for humans to influence the planet's climate.Arrhenius calculated the capability of carbon dioxide to trap heat in the Earth's atmosphere，but other chemists disagreed.Some argued that humans weren't producing enough greenhouse gases，while others claimed the effects would be tiny.Now，of course，we know that whatever you call it，human behavior is warming the planet，with grave consequences ahead.（1）Why did politicians use the two terms "global warming" and "climate change"？ ______A.To sway public opinion of the impact of human activities on Earth.B.To more accurately describe the consequences of human activities.C.To win more popular votes in their campaign activities.D.To assure the public of the safety of existing industries.（2）As used in a National Academy of Sciences report，the term "climate change" differs from "globalwarming" in that ______A.it sounds less vagueB.it looks more scientificC.it covers more phenomenaD.it is much closer to reality（3）What did industrialists of the late 20th century resort to in order to mislead Americans？ ______A.Made-up survey results.B.Hired climate experts.C.False research findings.D.eliberate choice of words.（4）What is the author's final conclusion？ ______A.Global warming is the more accurate term.B.Accuracy of terminology matters in science.C.Human activities have serious effects on Earth.D.Politics interferes with serious scientific debate.
What is the author’s final conclusion?A. Global warming is the more accurate term.B. Accuracy of terminology matters in science.C. Human activities have serious effects on Earth.D. Politics interferes with serious scientific debate.
3. Public transportation systems must prioritize ___ to ensure all passengers, including those with physical disabilities, can use them conveniently.A. accessibilityB. speedC. popularityD. reliability
3. preserveA. 预定B. 保持；维持C. 推翻，彻底改变（判定、判决、过程等）D. 锲而不舍，坚持不懈（含褒义）
热门问题
The Harry Potter series, written by J.K. Rowling, is perhaps the most popular set of novels of the modern era. With seven books and many successful films to its name, the series has gathered about 15 billion dollars in sales. How did the series become so popular? The reason can be broken down into several areas.The first book in the series was rejected 12 times before it was picked up by Bloomsbury—a small publisher in England. So receiving this contract was Rowling's first step to success. However, getting a book contract does not ensure the success of a book. The story was soon loved by children and adults alike. In light of this, Bloomsbury Publishing published a second version of the books with “adult” (less colorful and more boring) book covers. This made it easier for a full range of ages to enjoy the series.Another factor that worked like a charm was that the publisher and Rowling herself, through the books, conducted midnight releases, promotions, and pre-ordering more readers. Customers who feared that their local bookstore would run out of copies responded by pre-ordering over 700,000 copies before the July 8, 2000 release.What does the underlined word “releases” (Para. 3) mean?A. The activity that frees or expresses energy or emotion.B. The announcement about the book’s publishing information.C. The sales of books that is available only at midnight.
拼写合适的单词补全句子（答案不区分大小写；单词提示中一根小短线代表一个字母） Someone or something that is so---- is very serious rather than cheerful or humorous.
The coming of the railways in the 1830s ________ our society and economic life.A. transferredB. transformedC. transportedD. transmitted
拼写合适的单词补全句子 ( 答案不区分大小写 ; 单词提示中一根小短线代表一个字母 ) A seq----- of events or things is a number of events or things that come one after another in a particular order.
一、拼写合适的单词补全句子（答案不区分大小写；单词提示中一根小短线代表一个字母） If someone is __ob---__ , they are extremely fat.
question or statement.Hot pot is a traditional dish in China. It is believed to date back more than 1,000 years to the time of the Jin Dynasty. Hot pot's origins can be found in the dining practices of Mongolian horsemen who rode across the steppe and into northern China. Legend has it that the Mongols used their helmets as pots to simmer (炖) broth (汤底) over open fires, and cooked chunks of meat in the broth.Hot pot cooking seems to have spread to northern China during the Tang Dynasty. In the regional variations developed with different ingredients such as seafood. In the centuries that witnessed the growth of the Song Dynasty, hot pot moved — and changed — further south, with each successive region adapting it to their local ingredients and tastes.The ingredients in a hot pot vary a lot from region to region. Perhaps the most famous hot pot is the Chongqing or Sichuan hot pot. It features a dark red broth chock-full (塞满了的) of spices, chili peppers, and the uniquely mouth-numbing Sichuan peppers. In Beijing and elsewhere in the north, hot pot broth tends to be mild and, compared to its racy southern "cousins", a little light. In the northeast of China, a kind of local sauerkraut (酸菜) is used to add some tang (强烈的味道), making the broth a bit sour. People can choose a version of hot pot according to their taste.1 Hot pot is believed to date back more than 1,000 years to the time of _______.A. the Jin Dynasty B. the Tang DynastyC. the Song Dynasty D. the Yuan Dynasty
If you_________in a job for several years, you may be able to accumulate a lot of work experience and skills that would be beneficial to your future career development.A. have workedB. had workedC. have been workingD. had been working
拼写合适的单词补全句子 ( 答案不区分大小写 ; 单词提示中一根小短线代表一个 字母 ) To enh ---- something means to improve its value, quality, or attractiveness.
These drugs are available over-the-counter without a(n)__________. （）A. infectionB. dosageC. prescription
Elder and weaker Mr. Mag paid_visits to his old friends.A. scarceB. rare()C. insufficientD. inadequate
拼写合适的单词补全句子(答案不区分大小写;单词提提示中一根小短线代表一个字母)Something that is inf- - - - - has no limit,end,or edge.
The increase in international business and in foreign investment has created a need for executives with knowledge of foreign languages and skills in cross-cultural communication. Americans, however, have not been well trained in either area and, consequently, have not enjoyed the same level of success in negotiation in an international arena as have their foreign counterparts. Negotiating is the process of communicating back and forth for the purpose of reaching an agreement. It involves persuasion and compromise, but in order to participate in either one, the negotiators must understand the ways in which people are persuaded and how compromise is reached within the culture of the negotiation. In many international business negotiations abroad, Americans are perceived as wealthy and impersonal. It often appears to the foreign negotiator that the American represents a large multi-million-dollar corporation that can afford to pay the price without bargaining further. The American negotiator’s role becomes that of an impersonal supplier of information and cash. In studies of American negotiators abroad, several traits have been identified that may serve to confirm this stereotypical perception, while undermining the negotiator’s position. Two traits in particular that cause cross-cultural misunderstanding are directness and impatience on the part of the American negotiator. Furthermore, American negotiators often insist on realizing short-term goals. Foreign negotiators, on the other hand, may value the relationship established between negotiators and may be willing to invest time in it for long-term benefits. In order to solidify the relationship, they may opt for indirect interactions without regard for the time involved in getting to know the other negotiator. Clearly, perceptions and differences in values affect the outcomes of negotiations and the success of negotiators. For Americans to play a more effective role in international business negotiations, they must put forth more effort to improve cross-cultural understanding. [共5题](1)What kind of manager is needed in present international business and foreign investment? [本题2分]A. The man who represents a large multi-million-dollar corporation. B. The man with knowledge of foreign languages and skills in cross-cultural communication. C. The man who is wealthy and impersonal. D. The man who can negotiate with his foreign counterparts.
选择合适的单词补全句子。-|||-I __ in the city.-|||-live lives
拼写合适的单词补全句子 ( 答案不区分大小写 ; 单词提示中根小短线代表一个 字母 ) A va---- is a space that contains no air or other gas.
拼写合适的单词补全句子 ( 答案不区分大小写 ; 单词提示中一根小短线代表一个 字母 ) If there is a bo-- in the economy, there is an increase in economic activity.
6. The children will now play some pieces of music that they ______ themselves. A.were taught posed C.accomplished D.worked7. While she waited,she tried to ______ her mind with pleasant thoughts of the vacation. A.occupy pose C.think D.intensify8. In the film,the peaceful life of a monk ______ the violent life of a murderer. A.is compared with B.is compared to C.is contrasted to D.is contrasted with9. ______ to pay for an order is simplicity itself. A.Use plastic B.Using plastics C.Using plastic D.Used plastic10. Additional time is required for cooking or ______ homemade dishes. A.chill B.to chill C.chilled D.chilling
拼写合适的单词补全句子 ( 答案不区分大小写 ; 单词提示中一根小短线代表一个 字母 ) To aut _ _ _ _ _ a factory , office , or industrial process means to put in machines which can do the work instead of people.
选择合适的单词补全句子
ⅢComplete the following sentences with the given sentence structures-|||-get ready for.sa为························备-|||-e.g.Susan has to buy a lot of things to get ready for her trip.(苏珊不得不买很多东西为旅行做准备。)-|||-1 The boy got up early to __ (为上学做准备).-|||-2 I have a lot of work to do to __ (为明天做准备).