【正确答案】 B

【答案解析】[听力原文]
In a modem society, no company can hope to make a profit on any product unless it advertises it first. The most important decision that a company has to make regarding advertising is where to advertise. On TV? In magazines? On the radio? In newspapers? We refer to these means of communication as "the media". There are three categories of media: print, broadcast, and direct. Today, we are going to describe each of these categories and discuss their importance and usefulness in advertising.
The first category, the print media, consists of printed information sources; in other words, newspapers and magazines. For the advertisers, each of these has certain advantages and disadvantages. Let"s talk first about newspapers, which receive more money from advertisements each year than any other medium. This is because newspaper advertising has several outstanding advantages. First of all, nearly everybody reads newspapers. Therefore, newspaper ads reach huge numbers of people. Moreover, newspapers are generally local. This allows small, local businesses to advertise directly to their potential customers. Third, newspaper advertising is relatively cheap; so the ad can be as long as the advertiser wants, and it can also be repeated. On the other hand, newspaper ads have no color, and they are not very exciting or attractive. Instead, you find these ads in the second type of print medium, magazines.
For the advertiser, the greatest advantage of magazines is that they have specialized groups of readers. In other words, the people who read Car and Driver are probably not the same people who read Glamour , which is a women"s magazine, or The New Republic , a political magazine. Therefore, advertising in a magazine allows a business to direct its ads to the people who are most interested in the product. The big disadvantage of magazine advertisement is that it can be very expensive, especially in magazines like Playboy or National Geographic .
Let"s move along now and talk about the broadcast media, by which we mean radio and television. These also have both advantages and disadvantages. First, radio. Radio has two of the same advantages as newspapers: Almost everybody listens to it, and it"s usually local. The disadvantages of radio ads are that they must be short and that they are not permanent in the way printed ads are. Second, television. Of all the media, TV, with sound, movement, and color, is the most dramatic, so the ads are easy to remember. On the other hand, ads on TV are enormously expensive.
Last category, direct media. The most common direct media is the mail, and direct mail advertising is a very big business. Even if you have only lived in this country for a short time, you have probably already received advertisements in the mail. The advantage of advertising by mail is that the ad goes directly to the potential customer"s hands. However, many people don"t bother to read these ads; in fact, we call them "junk mail" and often throw them away without even opening the envelope.

What is the most important decision a company has to make regarding advertising?

[解析] 四个选项都是疑问句式，且都含有“广告”(advertise)一词，推测问题应该与广告的某方面内容有关。讲座开头讲到，对于一个想要做广告的公司来说，最重要的就是决定去哪投放广告，因此答案为B“去哪做广告”。A项“广告什么”、C项“怎样广告”和D项“为何广告”均不正确。

【正确答案】 D

【答案解析】[听力原文]
What are the three categories of media?

[解析] 四个选项均是不同的媒体形式，推测题目与媒体类型有关。讲座谈到广告媒体有三大类：印刷媒体，广播媒体和直接媒体(print，broadcast，and direct)，因此答案为D项。A项“电视、收音机、报纸”和C项“杂志、收音机、报纸”都是三大类下面的细分类。B项错在“邮件”，这是“直接媒体”下的一种形式。C项是三大类的具体形式，不是种类，故排除。

【正确答案】 C

【答案解析】[听力原文]
What is the greatest advantage of magazines?

[解析] 讲座中间论述了杂志广告的优缺点，其中它最大的优点就是有明确的读者群(specialized groups of readers)，故选C项。A项“直接从顾客那里收钱”未在讲座中提到。几乎每个人都会接触到的是广播(Almost everyone listens to it)而非杂志，故排除B项。D项“它们直接推送到顾客手中”指的是直接媒体的优点。

【正确答案】 A

【答案解析】[听力原文]
What is the most common direct media?

[解析] 四个选项都是不同形式的媒体，推测本题与某种媒体的特点有关。听音时应注意各个媒体的具体信息。讲座提到，最广泛使用的广告媒体是直接媒体，而信件是最普遍的直接媒体，因此答案为A“信件”。B项“海报”和C项“文本”没有在讲座中提到，故排除。D项“杂志”是纸质媒体的一种，不属于直接媒体。