Question

Television is a relatively stable advertising medium. In many ways, the television ads today are almost the same to those two decades ago. Most television ads still feature actors, still run 30 or 60 seconds, and still show a product. However, the different medium of the Internet causes unique challenges to advertisers, forcing them to adapt their practices and techniques.
In the early days of Internet marketing, online advertisers used banner (框式廣告) and pop-up ads (彈出式廣告) to attract customers. These techniques reached large audiences, led to many sales leads, and came at a low cost. However, a small number of Internet users began to consider these advertising techniques annoying. Yet because marketing strategies relying heavily on banners and pop-ups produced results, companies invested growing amounts of money into purchasing these ad types. As consumers became more complicated, frustration with these online advertising techniques grew. Independent programmers began to develop tools that blocked banner and pop-up ads.
A major development in online marketing came with the introduction of pay-per-click ads. Unlike banner or pop-up ads, which originally required companies to pay every time a website visitor saw an ad, pay-per-click ads allowed companies to pay only when an interested potential customer clicked on an ad. More importantly, however, these ads are not affected by the pop-up and banner blockers. As a result of these advantages and the incredible growth in the use of search engines, which provide excellent places for pay-per-click advertising, a great number of companies began turning to pay-per-click marketing. However, as with the banner and pop-up ads, pay-per-click ads came with their shortcomings. When companies began pouring billions of dollars into this emerging medium, online advertising specialists started to notice the presence of what would later be called click fraud (欺詐): representatives of a company with no interest in the product advertised by a competitor click on the competitor’s ads simply to increase the marketing cost of the competitor. Click fraud grew so rapidly that marketers sought to diversify (擺脫) their online positions away from pay-per-click marketing through new mediums.
Although pay-per-click advertising remains a common and effective advertising tool, marketers adapted yet again to the changing elements of the Internet by adopting new techniques such as pay-per-performance advertising. As the pace of the Internet’s evolution increases, it seems all the more likely that advertising successfully on the Internet will require a strategy that avoids constancy (持續性) and welcomes change.
小題1:What is the main idea of the passage?

A．The pace of the Internet’s evolution is increasing and will only increase in the future.

B．Internet advertising fails to reach Internet users, causing ads to be blocked.

C．The Internet has experienced dramatic changes in short periods of time.

D．Rapid development of the Internet calls for new advertising strategies and mediums.

小題2:As an advertising medium, the television and the Internet mainly differ in ________.

A．the type of individual each medium reaches

B．whether the medium is interactive

C．the pace at which the medium develops

D．the cost of advertising with each medium

小題3:According to the passage, which of the following is a typical click fraud?

A．Using software to block competitors’ advertisements.

B．Clicking on the pay-per-click ads of competitors.

C．Clicking on the banner advertisements of opponent companies.

D．Using search engine to attack the pages of competitors.

小題4:What does the author imply about the future of pay-per-performance advertising?

A．It will eventually become less popular just like other forms of Internet advertising.

B．It will not face shortcomings due to its differing approach to online marketing.

C．Internet users will develop free software to block its effectiveness.

D．Although it improves on pay-per-click advertising, it still suffers from click fraud.

Answer 1

小題1:D
小題2:C
小題3:B
小題4:A

試題分析：文章介紹了隨著互聯網的發展，互聯網廣告的出現和發展變化。
小題1:考查文章大意。框式廣告和彈出式廣告在起到宣傳作用的同時，也給互聯網用戶帶來了煩惱，有人開始制作工具來阻止框式和彈出式廣告。互聯網的發展需要新的廣告策略。故選D。
小題2:工具第一段第一句“Television is a relatively stable advertising medium.”可知，電視作為廣告媒體，廣告形式比較穩定，而互聯網媒介的廣告形式卻不斷地發生變化。故選C。
小題3:工具第三段倒數第二行“to increase the marketing cost of the competitor.”可知，那種為了增加競爭對手的開支而進行的點擊，屬于廣告欺詐。故選B。
小題4:根據最后一段可知，互聯網的發展速度非常快，因此，與之有關的廣告形式必須不斷的改變。最好的情況就是，運用一種能夠避開持續性的變化的策略。故選A。