问答题
5. When companies have goods and services to sell, they often use advertising to let customers know about them. The basic principle behind advertising is to get a message to as many people as possible for the lowest price. Traditionally, companies used printed ads in newspapers and magazines. In recent years though, online advertising has emerged as a better way to inform customers about products.
One advantage of online ads is that they can reach far more people than printed ads. After all, newspapers and magazines have limited print runs—often in the hundreds or thousands—but literally anyone around the world with an Internet connection can see an online advertisement by clicking on a certain website. Since far more people can view online ads, companies are increasingly budgeting more money for them rather than for printed ones.
In addition, online ads tend to be cheaper than printed ads. The prices of most online ads are determined by the number of people clicking on them. Since businesses can limit the number of clicks per month, they can guarantee the sizes of their ad budgets. On the other hand, businesses pay flat fees, which can be extremely expensive, for printed ads. A full-page color advertisement in USA Today, an American newspaper, costs more than $200,000. Ads in other exclusive newspapers or magazines can cost tens of thousands of dollars as well.
A third benefit is that online ads are better suited than printed ads for specialized markets. For instance, a company selling sporting equipment would be much better off advertising on websites that provide sports news than it would in a local newspaper. After all, the readers of sports news are more likely to purchase sporting equipment than random readers of a local newspaper, who probably have other interests.
One advantage of online ads is that they can reach far more people than printed ads. After all, newspapers and magazines have limited print runs—often in the hundreds or thousands—but literally anyone around the world with an Internet connection can see an online advertisement by clicking on a certain website. Since far more people can view online ads, companies are increasingly budgeting more money for them rather than for printed ones.
In addition, online ads tend to be cheaper than printed ads. The prices of most online ads are determined by the number of people clicking on them. Since businesses can limit the number of clicks per month, they can guarantee the sizes of their ad budgets. On the other hand, businesses pay flat fees, which can be extremely expensive, for printed ads. A full-page color advertisement in USA Today, an American newspaper, costs more than $200,000. Ads in other exclusive newspapers or magazines can cost tens of thousands of dollars as well.
A third benefit is that online ads are better suited than printed ads for specialized markets. For instance, a company selling sporting equipment would be much better off advertising on websites that provide sports news than it would in a local newspaper. After all, the readers of sports news are more likely to purchase sporting equipment than random readers of a local newspaper, who probably have other interests.
【正确答案】Sample Note-READING
online advertising＞print advertising
1 reach more people than printed ads
-printed ads have limited print runs
-people around world can see online ads
2 online ads are cheaper
-prices determined by number of clicks→can limit clicks to set budget
-pay set prices for printed ads→can be tens of thousands of dollars or more
3 better for specialized markets
-company selling sporting equipment→buys ads on sports news websites
-readers more likely to purchase than regular newspaper readers
Sample Note-LISTENING
printed ads have many advantages
1 few people click on online ads
-use ad-blocking software
-elderly and others don't use computers→have lots of $
2 online ads aren't more effective than printed ads
-limit number of clicks=limit number of people seeing ads
-no limit to number of people who read newspapers or magazines
3 printed ads ideal for specialized markets
-local bakery→advertises in local paper
-doesn't need online ads because doesn't deliver to other countries
Sample Essay
In her lecture, the professor discusses the benefits printed ads have over online ads. By doing so, she challenges the arguments made in the reading passage, which promotes online ads.
The professor is skeptical of the claim in the reading passage that more people see online advertisements than printed ones. She points out that many people never click on online ads, and she adds that many individuals, including herself, use ad-blocking software, so she believes it is not necessarily true that online ads are viewed more.
The next point she considers is the prices of the ads. While the professor acknowledges that printed ads are more expensive than online ones, she states that some companies lower costs by reducing the number of customers that can click on their ads, thereby reducing their effectiveness. She then states that the prices of printed ads do not rise if more people see them.
Finally, the professor remarks that many companies have no need to advertise online. She uses an example of a local bakery by stating that it does not deliver to distant places, so having online ads is pointless for it. Instead, it purchases local advertising. By bringing up that example, she opposes the statement in the reading passage that many companies are better off advertising online than in printed media for specialized markets.
online advertising＞print advertising
1 reach more people than printed ads
-printed ads have limited print runs
-people around world can see online ads
2 online ads are cheaper
-prices determined by number of clicks→can limit clicks to set budget
-pay set prices for printed ads→can be tens of thousands of dollars or more
3 better for specialized markets
-company selling sporting equipment→buys ads on sports news websites
-readers more likely to purchase than regular newspaper readers
Sample Note-LISTENING
printed ads have many advantages
1 few people click on online ads
-use ad-blocking software
-elderly and others don't use computers→have lots of $
2 online ads aren't more effective than printed ads
-limit number of clicks=limit number of people seeing ads
-no limit to number of people who read newspapers or magazines
3 printed ads ideal for specialized markets
-local bakery→advertises in local paper
-doesn't need online ads because doesn't deliver to other countries
Sample Essay
In her lecture, the professor discusses the benefits printed ads have over online ads. By doing so, she challenges the arguments made in the reading passage, which promotes online ads.
The professor is skeptical of the claim in the reading passage that more people see online advertisements than printed ones. She points out that many people never click on online ads, and she adds that many individuals, including herself, use ad-blocking software, so she believes it is not necessarily true that online ads are viewed more.
The next point she considers is the prices of the ads. While the professor acknowledges that printed ads are more expensive than online ones, she states that some companies lower costs by reducing the number of customers that can click on their ads, thereby reducing their effectiveness. She then states that the prices of printed ads do not rise if more people see them.
Finally, the professor remarks that many companies have no need to advertise online. She uses an example of a local bakery by stating that it does not deliver to distant places, so having online ads is pointless for it. Instead, it purchases local advertising. By bringing up that example, she opposes the statement in the reading passage that many companies are better off advertising online than in printed media for specialized markets.
【答案解析】 [听力原文]
Now listen to part of a lecture on the topic you just read about.
W Professor: These days, many companies prefer advertising online instead of in newspapers and magazines. But I think that's a big mistake because there are still a number of advantages to printed advertisements.
Supporters of online ads assert that the advertisements reach many more people than printed advertisements, but I'm not so sure that's true. For one thing, how many of you ever click on online ads...? Yeah, not too many. I never do. In fact, like many people, I use ad-blocking software on my computer to avoid seeing any ads. As for printed ads, let's remember that many people, such as the elderly, don't use computers. And they often have lots of money, so they have a great deal of purchasing power.
Now, uh, it's true that online ads are cheaper than printed ads, but that doesn't make them more effective. Consider that many firms limit the number of people who can view their online ads on a monthly basis. Sure, that saves money, but it decreases how many people can look at their ads. With a printed ad, a company pays a flat fee, and there's no limit to the number of eyeballs that can view it. And consider that a newspaper or magazine may be read by multiple people, especially in households, so companies are getting access to more people without having to pay more money.
Finally, printed ads are actually ideal for specialized markets, especially local ones. Do you know that bakery right off campus? It constantly advertises in the local paper. It doesn't need to advertise online. What's the point of putting ads online for people in other countries to read when it doesn't deliver to them? Instead, it advertises only to local customers, so it effectively utilizes its advertising budget.
Now listen to part of a lecture on the topic you just read about.
W Professor: These days, many companies prefer advertising online instead of in newspapers and magazines. But I think that's a big mistake because there are still a number of advantages to printed advertisements.
Supporters of online ads assert that the advertisements reach many more people than printed advertisements, but I'm not so sure that's true. For one thing, how many of you ever click on online ads...? Yeah, not too many. I never do. In fact, like many people, I use ad-blocking software on my computer to avoid seeing any ads. As for printed ads, let's remember that many people, such as the elderly, don't use computers. And they often have lots of money, so they have a great deal of purchasing power.
Now, uh, it's true that online ads are cheaper than printed ads, but that doesn't make them more effective. Consider that many firms limit the number of people who can view their online ads on a monthly basis. Sure, that saves money, but it decreases how many people can look at their ads. With a printed ad, a company pays a flat fee, and there's no limit to the number of eyeballs that can view it. And consider that a newspaper or magazine may be read by multiple people, especially in households, so companies are getting access to more people without having to pay more money.
Finally, printed ads are actually ideal for specialized markets, especially local ones. Do you know that bakery right off campus? It constantly advertises in the local paper. It doesn't need to advertise online. What's the point of putting ads online for people in other countries to read when it doesn't deliver to them? Instead, it advertises only to local customers, so it effectively utilizes its advertising budget.