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Part I
Reading Comprehension (Skimming and Scanning)
(10%)
Directions:
In this part, you will have 15 minutes to go over the passage quickly and answer the
questions on the
Answer Sheet
.
For questions 1-7, choose the best answer from the four choices
marked A, B, C and D. For question 8-10, complete the sentences with the information given in
the passage.
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.
Television
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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
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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.
Newspapers
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
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by 40% and is now available for home delivery in
168 cities. 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 message
out.
Newspapers
are
often
the
most
important
form
of
news
for
a
local
community,
and
they