Internet

　　As consumers become more comfortable with online shopping, advertisers will seek to reach this market. As consumers get more of their news and in formation from the Internet, the ability of television and radio to get the word out to consumers will decrease. The challenge to Internet advertisers is to create ads that audience members remember.

　　Internet advertising will play a more prominent role in organizations’ advertising in the near future. Internet audiences tend to be quite homogeneous, but small. Advertisers till have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well.

　　Direct mail

　　A final advertising medium is direct mail, which uses mailings to consumers to communicate a client’s message. Direct mail includes newsletters postcards and special promotions. Direct mail

　　Is an effective way to build relationship with consumers. For many businesses, direct mail is the most effective form of advertising.

　　1. Television is attractive advertising medium in that ________.

　　 A) it has large audiences

　　 B) it appeals to housewives

　　 C) it helps build up a company’s reputation

　　 D) it is affordable to most advertisers

　　2. With the increase in the number of TV channels, ________.

　　 A) the cost of TV advertising has decreased

　　 B) the number of TV viewers has increased

　　 C) advertisers’ interest in other media has decreased

　　 D) the number of TV ads people can has increased

　　3. Compared with television, newspaper as an advertising medium ________.

　　 A) earn a larger annual ad revenue

　　 B) convey more detailed messages

　　 C) use more production techniques

　　 D) get messages out more effectively

　　4. Advertising on radio continues to grow because ________.

　　 A) more local radio stations have been set up

　　 B) modern technology make it more entertaining

　　 C) it provides easy access to consumers

　　 D) it has been revolutionized by Internet radio

　　5. Magazines are seen by advertisers as an efficient way to ________.

　　 A) reach target audiences

　　 B) appeal to educated people

　　 C) attract diverse audiences

　　 D) convey all kinds of messages

　　6. Out-o-home advertising has become more effective because ________.

　　 A) billboard can be replaced within two hours

　　 B) consumers travel more now than ever before

　　 C) such ads have been made much more attractive

　　 D) the pace of urban life is much faster nowadays

　　7. The challenge to Internet advertisers is to create ads that are ________.

　　 A) quick to update

　　 B) pleasant to look at

　　 C) easy to remember

　　 D) convenient to access

　　8. Internet advertisers will have to adjust their methods to reach audiences that tend to be quite homogeneous.

　　9. Direct mail is an effective from of advertising for businesses to develop relationships with consumers.

　　10. This passage discusses how advertisers select media for advertisements.