the high-end market. Magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous. If you read Sports Illustrated, for example, you have such in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members.

Advertisers using the print media—magazines and newspapers—will need to adapt to two main changes. First, the Internet will bring larger audiences to local newspapers. These audiences will be more diverse and geographically dispersed (分散) than in the past. Second, advertisers will have to understand how to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.

Out-of-home advertising

Out-of-home advertising, also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than ever before. Many consumers today do not sit at home and watch television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and from work, which also makes out-of-home advertising effective. Technology has changed the nature of the billboard business, making it a more effective medium than in the past. Using the digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they can change their messages more quickly.

Internet

As consumers become more comfortable with online shopping, advertisers will seek to reach this market. As consumers get more of their news and information 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 will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the inline 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 promotion. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.

1. Television is an attractive advertising medium in that ________.

A) it has large audiences C) it helps build up a company’s reputation

B) it appeals to housewives 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 see has increased

3. Compare with television, newspapers as an advertising medium _______.

A) earn a larger annual ad revenue C) use more production techniques

B) convey more detailed messages D) get messages out more effectively

4. Advertising on radio continues to grow because _______.

A) more local radio stations have been set up C) it provides easy access to consumers

B) modern technology makes it more entertaining D) it has been revolutionized by Internet radio

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

A) reach target audiences C) attract diverse audiences

B) appeal to educated people D) convey all kinds of messages

6. Out-of-home advertising has become more effective because _______.

A) billboards can be replaced within two hours C) such ads have been made much more attractive

B) consumers travel more now than ever before 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 _______.

9. Direct mail is an effective form of advertising for business to develop ________.

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

Part III Listening Comprehension (35 minutes) 11. A) Given his ankle a good rest.

B) Treat his injury immediately.