Internet advertising is booming. The
industry has gone from $ 9.6 billion in revenue in 2001 to $ 27 billion this
year, according to Piper Jaffray, an investment bank. And it is still early
days. The internet accounts for only 5% of total spending on advertising, but
that figure is expected to reach at least 20% in the next few years. The single
largest category within this flourishing industry, accounting for nearly half of
all spending, is "pay-per-click" advertising, which is used by firms both large
and small to promote their wares. The benefits of the
pay-per-click approach over traditional advertising (television, radio, print
and billboards are obvious. Since advertisers pay only to reach the small subset
who actually respond to an advertisement, the quality of the leads generated is
very high, and advertisers are prepared to pay accordingly. The price: per click
varies from $ 0.10 to as much as $ 30, depending on the keyword, though the
average is around $ 0.50. Google made most of its $ 6.1 billion in revenue last
year from pay-per-click advertising. But as pay-per-click
advertising has grown into a huge industry, concern has mounted over so-called
"click fraud"--bogus clicks that do not come from genuinely interested
customers. It takes two main forms. If you click repeatedly on the
advertisements on your own website, or get other people or machines to do so on
your behalf, you can generate a stream of bogus commissions. Click fraud can
also be used by one company against another: clicking on a rival firm's
advertisements can saddle it with a huge bill. Bogus clicks are thought to
account for around 10% of all click traffic, though nobody knows for
sure. A few months ago Mr. Gross pioneered an alternative to the
pay-per-click model. In February, Snap, a search engine backed by Mr. Gross,
launched "pay-per-action" (PPA), a new model in which advertisers pay only if a
click on an ad is followed by an action such as a purchase or a
download. Might this put an end to click fraud? Don't bet on it,
says Mike Zeman at Starcom, an advertising agency. Payper-action will be a
niche, he predicts, since converting a click into an action depends on a variety
of factors such as the ease of use of the advertiser's website. Google and its
peers will be reluctant to be so dependent on factors outside their control. But
Mr. Tobaccowala thinks pay-per-action could become a real alternative to
pay-per-click. As bigger companies spend more on internet advertising; they will
demand more accountability and a wider range of options, he says. At the very
least, that means clamping down on click fraud; but it also presents an
opportunity for entrepreneurs to invent new models that are less vulnerable to
abuse.
单选题
The situation of "pay-per-click" advertising can be described as ______.
【正确答案】
C
【答案解析】[直击题眼] 第一段第三、四句：The internet accounts for only 5% of total spending on advertising，but that figure is expected to reach at least 20% in the next few years．The single largest category within this flourishing industry， accounting for nearly half of all spending，is “pay-per-click” advertising．．．
[深层剖析] 本题是针对文章第一段提出问题的。文章提到网络广告将占到广告开支的20%，而点击广告则是网络广告的主要盈利点。因此，点击广告是网络广告的发展趋势，所以[C]正确。
[主干扰项分析] [A]选项中谈到fresh产业，因此有同学认为这与文章中提到的booming“繁荣的”的意思相符。这是对词汇的理解不到位：新兴的并不一定繁荣，反之，繁荣的并不一定都是新兴的，两者不存在必然联系。因此[A]选项不正确。[D]选项虽然在文中提及，但文章的主旨并不是要论述大公司和小公司选择点击广告作为其发展方向，重点是讲“点击欺诈”问题。因此[D]不选。
[次干扰项分析] 消费者是否真的被这种宣传所吸引，文中并没有交代得很清楚，故[B]也不正确。
单选题
The price per click depends on the keyword, because ______.
【正确答案】
A
【答案解析】[直击题眼] 第二段结尾：The price per click varies from $0.10 to as much as $ 30，depending on the keyword， though the average is around $0.50．
[深层剖析] 文章第二段结尾谈到点击价格取决于关键词，只要消费者点击了广告，网站就会有佣金的收入。而广告的排序和关键词有关，因为搜索关键词之后，排名在前面的广告客户会吸引更多的消费者，故[A]正确。
[主干扰项分析] [B]选项其实是题干的重复表达，并未解释题干。
[次干扰项分析] 消费者的偏好确实是通过关键词反应出来的，但这与广告收入并无关系，因为每一个消费者都有各自的偏好，所以各种类型的关键词都会被搜索到的，因此，[C]错误。同样，关键词也是网络产：品的主要部分，但与价格并无直接联系，所以，[D]也错误。◆谨记：与原文意思相符的选项未必是正确答案。
单选题
The advertisers and the website operators have the conflict caused by ______.
【正确答案】
B
【答案解析】[直击题眼] 全文最后一句：At the very least，that means clamping down on click fraud；but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse．
[深层剖析] 任何新事物在发展过程中都会产生问题，但如果问题得不到解决就很可能产生矛盾。在点击广告发展过程中出现了点击欺诈的问题，如果网络运营商能够很好地解决此问题，就不会与广告客户产生矛盾，因此，点击欺诈不是矛盾的起因，而网络运营商对网络欺阼的漠然才是激化矛盾的原因。所以[B]正确，[A]错误。◆注意：对于考逻辑关系的题，除了要分析题干和选项的逻辑关系，更重要的是辨析选项之间的逻辑关系。
[主干扰项分析] 点击欺诈才产生了点击了广告的亏损，[C]选项是[A]选项的结果。
[次干扰项分析] 按有效行为付费广告模式(PPA)是解决点击欺诈的新方法，因此[D]也错误。
单选题
The PPA will become more popular due to ______.
【正确答案】
C
【答案解析】[直击题眼] 全文最后三句：But Mr. Tobaccowala thinks pay-per-action could become a real alternative to payper-click．As bigger companies spend more on internet advertising，they will demand more accountability and a wider range of options，he says．At the very least，that means clamping down on click fraud；but．．．
[深层剖析] 全文结尾谈到那意味着对网络欺诈施压。而文中的“that”是指前文“PPA可能取代点击广告”，这也正是使PPA流行的可能原因。因此，[C]正确。
[主干扰项分析] 选择[D]的同学是误将文中的as理解成“因为”的意思，而在此as的意思是“随着”。所以 [D]不正确。
[次干扰项分析] [A]选项和[B]选项意思相同，表达不同。点击欺诈导致新的广告付费模式产生，但PPA要想流行，也必须避免欺诈问题。◆谨记：意思相同或相近的选项往往都是错误的。
单选题
Which of the following is true of the text?
【正确答案】
A
【答案解析】[直击题眼] 文章第二段结尾：Google made most of its $6.1 billion in revenue last year from pay-per-click advertising．文章最后两段：A few months ago Mr. Gross pioneered an alternative to the pay-per-click model．…“pay-per-action” (PPA)，a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download．．．But Mr. Tobaccowala thinks pay-per-action could become a real alternative to pay-per-click．As bigger companies spend more on internet advertising．．．
[深层剖析] 本题第二段结尾讲到Goole通过点击广告赚到很多利润，而后三段论述点击欺诈问题，即公司利润的风险，所以[A]正确。
[主干扰项分析] 根据文章最后两句话可以得知，按有效行为付费广告模式代替传统广告模式是有条件的，这意味着必须对点击欺诈进行打压。因此[则错误。[D]选项中谈到的临时解决方案指的是PPA，但它能否带来惊喜还没有定论。
[次干扰项分析] 文章中提到只有部分网络运营商开始或打算使用PPA，并非所有。因此[C]错误。◆谨记：含有绝对含义的选项往往错误。