单选题 Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of 'Friends', a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control. 'It's been the year of interactive television advertising for the last ten or twelve years,' says Colin Dixon of a digital-media consultancy.
So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.
Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates—especially important at a time when marketing budgets are tight. With the launch of interactive advertising, 'many of the dollars that went to the Internet will come back to the TV,' says David Kline of Cablevision. Or so the industry hopes.
In theory, interactive advertising can engage viewers in a way that 30-second spots do not. Unilever recently ran an interactive campaign for its Axe deodorant (除臭剂), which kept viewers engaged for more than three minutes on average.
The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has surged: it expects its revenues almost to triple this year. BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.
Yet there are doubts whether people watching television, a 'lean back' medium, crave interaction. Click-through rates have been high so far (around 3-4%, compared with less than 0.3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.

单选题 What does Colin Dixon mean by saying 'It's been the year of interactive television advertising for the last ten or twelve years' (Line 4, Para. 1)?

【正确答案】 C

【答案解析】根据题干中的信息词Colin Dixon和他的话可以把答题线索定位到文章第一段最后一句。第一段主要阐述了电视互动广告在过去的十余年得到了发展，并举出情景喜剧《老友记》的例子，最后一句引用数字媒体咨询公司的科林·狄克逊的话“过去的十年或十二年是属于电视互动广告的时期”来突出本段主题。结合四个选项，可知选项C符合文意，故为答案。注意原文引语中用的是现在完成时，所以A项并不符合文意，应排除。第一段并未提及“争论”，B项也应排除。第一段提到人们预见能通过遥控器购买与《老友记》中女主角所穿相似的衣服，这与电视互动广告的“预期结果”并不是一个概念，所以D项也应排除。

单选题 What is the public's response to Cablevision's planned interactive TV advertising program?

【正确答案】 C

【答案解析】根据题干中的信息词the public's response和Cablevision's planned interactive TV advertising program可以把答题线索定位到文章第二段第一句。该句指出：“美国有线电视公司是美国一家有线电视运营商，该公司在10月6日要向其所有客户推送互动广告的新闻遭到了一些质疑。”也就是说，该做法遭到了公众的一些质疑，故C项符合文意。首先可以看出公众的反应是负面的，所以应排除选项A和B。公众只是提出了一些质疑，但并没有大加指责，D项表述言过其实，应排除。

单选题 What is the impact of the wide use of digital video recorders on TV advertising?

【正确答案】 C

【答案解析】根据题干中的信息词the wide use of digital video recorders和TV advertising可以把答题线索定位到文章第三段第三句。该句指出：“数字视频录像机的普及使得广告商们担心他们的广告会被跳过。”显然，跳过广告会使广告效果大打折扣，会使电视广告处于很不利的地位，C项符合文意，故为答案。同时也可以排除A项。文中并未提及数字视频录像机有助于广告商测算点击率，也未提及核实特价商品的内容，B项和D项都应排除。

单选题 What do we learn about Unilever's interactive campaign?

【正确答案】 B

【答案解析】根据题干中的信息词Unilever's interactive campaign可以把答题线索定位到文章第四段第二句。该句指出：“最近，联合利华为其Axe牌除臭剂开展了互动活动，该活动中观众的平均参与时间超过了三分钟。”结合本段第一句可知，这一方式比30秒的插播广告更能吸引观众参与，所以B项符合文意，故为答案。联合利华的互动活动证明的是电视互动广告的优势，并非电视广告的优势，应排除A项。文中并未提及该活动有助于联合利华吸引投资，C项应排除。互动活动使得广告效果更佳，但D选项“促进整个电视广告产业的发展”的表述显然把影响扩大化了，也应排除。

单选题 How does the author view the hitherto high click-through rates?

【正确答案】 A

【答案解析】解析] 根据题干中的信息词the hitherto high click-through rates可以把答题线索定位到文章最后一段的第二句。该句指出：“到目前为止，点击率很高(约为3-4%，相比较而言，互联网的点击率则低于0.3%)，但这可能是由于人们对此感到新奇。”由此可知，作者认为目前很高的点击率是由于人们对这种广告方式感到新奇，A项符合文意，故为答案。作者在最后一段中指出，对于电视这种“背靠式”媒介，人们在观看的时候是否想要互动，仍然存在疑问，并且互动广告和观众可能无法很好地匹配。因此，作者认为互动式广告的前景并不明朗，B项和D项应排除。作者并未指出目前的高点击率和电视观众的好奇心增长有关，C项不符合文意，也应排除。