【正确答案】 A

【答案解析】[解析] 23-30 F: Today we are going to talk about Online Advertising; Advertisements are a great way for online publishers to make money. However, for someone getting started with online advertising it can be extremely confusing. There are lots of different advertisers, types of ads which you can display, payment models such as CPM, CPA and CPC, and different ways of getting paid. Firstly, what is the main difference between online advertising and traditional advertising? M: Online advertising is now a staple in modern-day marketing. It is an affordable alternative to traditional—and typically more expensive—advertising vehicles such as newspapers, magazines, radio, TV and direct mail. For many companies advertising on the Internet, old media is out and new media is most certainly in. F: How can we benefit from online advertising? M: While online advertising attracts new customers, it also builds loyalty among existing ones. Highly targeted, online advertising is ideal for reaching niche audiences with specific and actionable messages. Because it's interactive, online advertising is especially suited for up-selling. Advertising on the Internet allows you to collect and analyze results in real time. Advertising online exposes you to new markets; you don't have to find them because they'll find you. F: What are the main forms of online advertising? M: There are many different types of ads that you can display, from simple text links to full page interactive banners. Choosing which advertisements to display is going to require testing different advertising models in order to figure out which type is the most profitable for your specific website. Text links are the most basic form of advertisements, being simply a text link to a website. Banner ads are probably the most common type of advert seen on the web. While they can be very effective in attracting attention, many web users are now "banner blind" since they are so used to seeing them all the time. Banner ads come in many shapes and sizes and are useful in building online brand awareness and driving web site traffic. F: We have all heard Pay-Per-Click (PPC) advertising consisting of text ads that appear next to relevant results within popular search engines. How about PPC? M: Yeah, it is a good option for businesses with limited online advertising budgets; you only pay for ads on which customers click. F: What role does the search engine play in online advertising? M: Search engines are at the front lines of all online advertising campaigns, search engine optimization (SEO), which can improve your company's search engine rankings with relevant keywords and search terms, is critical. F: How should I pay for my online advertising? M: Before you buy online advertising, educate yourself on its cost structure; to advertisers who want to pay for exposure, online advertising is typically sold via CPM (cost per thousand); to advertisers who want to pay for traffic, the structure is CPC (cost per click); to advertisers who want to pay only for results, CPA (cost per action) is the right choice. F: What are affiliates? Are they helpful for our business? M: Affiliate marketing programs allow companies that are engaged in targeted online advertising to market themselves on other people's websites; those websites, also known as affiliates, earn a commission for every click they send your way. F: What should I do if I want my ads to be more attractive? M: Rich media can help you because they include dynamic online advertising that features moving animation and video. Not your average banner ad, it's ideal for companies that want to create eye-catching, high-performance display ads. F: Can you give us some helpful advice for advertising online? M: Behind every successful online advertising campaign is a strong web site; a good ad is worthless without an attractive, professional Web site for consumers to click through to. Online advertising is all about trial and error. If your Internet marketing services don't produce results, don't give up; instead, tinker with your ads' wording, change their placement and pursue new markets. Instead of advertising online, consider engaging online. The future of targeted online advertising is not in hard sells, but rather in subtle value adds; consider devoting less of your online advertising budget to traditional Internet marketing services, therefore, and more to investments in emerging, content-driven media, including blogs, podcasts and social networks like MySpace and Face-book. 23. 根据听力原文中句子“It is an affordable alternative to traditional—and typically more expensive…”中的“affordable”和后面的“more expensive”可以判断出选项A。