CET4歷年真題及答案

2009年6月大學(xué)英語四級真題試卷

PartIWriting(30minutes)Freeadmissiontomuseums

1.越來越多的博物館免費(fèi)對外開放的目的是什么？

2.也會帶來些問題

3.你的看法？

PartIIReadingComprehension(SkimmingandScanning)(15minutes)

HowDoYouSeeDiversity?

Asamanager,Tiffanyisresponsibleforinterviewingapplicantsforsomeof

thepositionswithhercompany.Duringoneinterview,shenoticedthatthe

candidatenevermadedirecteyecontact.Shewaspuzzledandsomewhat

disappointedbecauseshelikedtheindividualotherwise.

Hehadaperfectresumeandgavegoodresponsestoherquestions,butthefact

thatheneverlookedherintheeyesaid-untrustworthy,||soshedecidedto

offerthejobtohersecondchoice.

—Itwasn'tuntilIattendedadiversityworkshopthatIrealizedtheperson

wepassedoverwastheperfectperson,IITiffanyconfesses.Whatshehadn't

knownatthetimeoftheinterviewwasthatthecandidate's—different||

behaviorwassimplyaculturalmisunderstanding.HewasanAsian-American

raisedinahouseholdwhererespectforthoseinauthoritywasshownby

averting(避開)youreyes.

—Twasjustthrownoffbythelackofyecontact;notrealizingitwas

cultural,IITiffanysays.—Imissedout,butwillnotmissthatopportunity

again.||

Manyofushavehadsimilarencounterswithbehaviorsweperceiveasdifferent.

Astheworldbecomessmallerandourworkplacesmorediverse,itisbecoming

essentialtoexpandourunder-standingofothersandtoreexaminesomeofour

falseassumptions.

HireAdvantage

Atatimewhenhiringqualifiedpeopleisbecomingmoredifficult,employers

whocaneliminateinvalidbiases（偏愛）fromtheprocesshaveadistinct

advantage.Mycompany,MindsetsLLC,helpsorganizationsandindividualssee

theirownblindspots.Arealestaterecruiterweworkedwithillustratesthe

positivedifferencesuchtrainingcanmake.

-DuringmyMindsetscoachingsession,Iwastaughthowtorecruita

diversifiedworkforce.Irecruitedpeoplefromdifferentculturesandskill

sets.Theagentswereabletoutilizetheirfullpotentialandexperiencesto

buildupthecompany.Whentherealestatemarketbegantochange,itwas

becausewehadadiverseagentpoolthatwewereabletostayinthereal

estatemarketmuchlongerthanothersinthesameprofession.||

BlindedbyGender

Daleisanaccountexecutivewhoattendedoneofmyworkshopsonsupervisinga

diverseworkforce.—Throughoneofthesessions,Idiscoveredmypersonal

bias,IIherecalls.—IlearnedIhadnotbeenlookingatapersonasa

wholeperson,andbeingopentodifferences.IIInhiscase,theblindness

wasnotaboutculturebutrathergender.

-Ihadamanagementpositionopeninmydepartment;andthetwofinalists

wereamanandawoman.HadInotattendedthisworkshop,Iwouldhave

automaticallyassumedthemanwasthebestcandidatebecausetheposition

requiredquiteabitofextensivetravel.Myreasoningwouldhavebeenthat

eventhoughbothcandidatesweregreatandcouldhavebeensuccessfulinthe

position,Iassumedthewomanwouldhavewantedtobehomewithherchildren

andnottravel.||Dale'sassumptionsareanotherexampleofthewell-

intentionedbutincorrectthinkingthatlimitsanorganization'sabilityto

tapintothefullpotentialofadiverseworkforce.

1

-Ilearnedfromtheclassthatinsteadofimposingmygenderbiasesintothe

situation,Ineededtopresentthefullrangeofduties,responsibilitiesand

expectationstoallcandidatesandallowthemtomakeaninformeddecision.II

Dalecreditstheworkshop,—becauseithelpedmemakedecisionsbasedon

fairness.||

YearoftheKnow-It-All

Dougisanothersupervisorwhoattendedoneofmyworkshops.Herecallsa

majorlessonlearnedfromhisownemployee.

-OneofmymostembarrassingmomentswaswhenIhadaChinese-American

employeeputinarequesttotaketimeofftocelebrateChineseNewYear.In

myignorance,Iassumedhehadhisdateswrong,asthefirstofJanuaryhad

justpassed.WhenIadvisedhimofthis,Igavehimalongtalking-toabout

turninginrequestsearlywiththeproperdates.

—Hepatientlywaited,thenwhenIwasdone,hesaidhewouldlikeChinese

NewYeardidnotbeginJanuaryfirst,andthatChineseNewYear,whichis

tiedtothelunarcycle,isoneofthemostcelebratedholidaysontheChinese

calendar.Needlesstosay,Ifeltveryembarrassedinassuminghehadhis

datesmixedup.ButTlearnedagreatdealaboutassumptions,andthatthe

timingofholidaysvariesconsiderablyfromculturetoculture.

—AttendingthediversityworkshophelpedmerealizehowmuchIcouldlearnby

simplyaskingquestionsandcreatingdialogueswithmyemployees,ratherthan

makingassumptionsandtryingtobeaknow-it-all,||Dougadmits.—The

biggestthingItookawayfromtheworkshopislearninghowtobemore

^inclusive'todifferences.II

AbetterBottomLine

Anopenmindaboutdiversitynotonlyimprovesorganizationsinternally,it

isprofitableaswell.Thesecommentsfromacustomerservicerepresentative

showhowaninclusiveattitudecanimprovesales.||Mostofmycustomersspeak

Englishasasecondlanguage.Oneofthebestthingsmycompanyhasdoneis

tocontractwithalanguageservicethatofferstranslationsoverthephone.

Itwasn'tuntilmybossreceivedMindsets'trainingthatshewasableto

understandhowimportantinclusivenesswastocustomerservice.Asresult,

ourcustomerbasehasincreased.||Oncewestarttoseepeopleas

individuals.anddiscardthestereotypes,wecanmovepositivelytoward

inclusivenessforeveryone.Diversityisaboutcomingtogetherandtaking

advantageofourdifferencesandsimilarities.Itisaboutbuildingbetter

communitiesandorganizationsthatenhanceusasindividualsandreinforceour

sharedhumanity.

Whenwebegintoquestionourassumptionsandchallengewhatwethinkwehave

learnedfromourpast,fromthemedia,peers,family,friends,etc,we

begintorealizethatsomeofourconclusionsareflawed（有缺陷的）orcontrary

toourfundamentalvalues.Weneedtotrainour-selvestothinkdifferently,

shiftourmindsetsandrealizethatdiversityopensdoorsforallof

us,creatingopportunitiesinorganizationsandcommunitiesthatbenefit

everyone.

1.WhatbotheredTiffanyduringaninterviewwithhercandidate?

A)Hejustwouldn'tlookherintheeye.

B)Hewasslowinansweringherquestions.

C)Uisanswerstosomeofherquestionswereirrelevant.

D)Hisanswerstosomeofherquestionswereirrelevant.

2.Tiffany'smisjudgmentaboutthecandidatestemmedfromA)Racial

stereotypes.C)Racialstereotypes.

B)Invalidpersonalbias.D)Emphasisonphysicalappearance

2

3.Whatisbecomingessentialinthecourseofeconomicglobalization

accordingtothe

author?

A)Hiringqualifiedtechnicalandmanagementpersonnel.

B)Increasingunderstandingofpeopleofothercultures.

C)Constantlyupdatingknowledgeandequipment.

D)Expandingdomesticandinternationalmarkets.

4.WhatkindoforganizationisMindsetsLLC?

A)Arealestateagency.C)Aculturalexchangeorganization.

B)Apersonneltrainingcompany.D)Ahi-techcompany

A)Hehadhiredthewrongperson.

B)Hecouldhavedonemoreforhiscompany.

C)Hehadnotmanagedhisworkforcewell.

D)Hemustgetridofhisgenderbias.

6.WhatdidDalethinkofMindsetsLLC'sworkshop?

A)Itwaswell-intentionedbutpoorlyconducted.

B)Ittappedintotheexecutives'fullpotential.

C)Ithelpedhimmakefairdecisions.

D)Itmetparticipants'diverseneeds.

7.HowdidDoug,asupervisor,respondtoaChinese-Americanemployee's

requestfor

leave?

A)Hetoldhimtogetthedatesright.C)Heflatlyturneditdown

B)Hedemandedanexplanation.D)Hereadilyapprovedit.

8.Dougfeltwhenherealizedthathisassumptionwaswrong.

9.AfterattendingMindsets'workshops,theparticipantscametoknowthe

importanceof

totheirbusiness.

10.Whenweviewpeopleasindividualsandgetridofstereotypes,wecan

achieve

diversityandbenefitfromthebetweenus.

PartIVReadingComprehension(readingindepth)(25minutes)

EveryyearinthefirstweekofmyEnglishclass,somestudentsinformmethat

writhingisdifficult.

English,withitsrichvocabulary.Beingabletospeakbutnotwriteislike

livinginan50mansion(豪宅)andneverleavingonesmallroom.WhenImeet

studentswhothinktheycan'twrite,Iknowasateachertoshowthemthe

restoftherooms.Mytaskistobuildfluencywhileprovidingthe

opportunityinherentinanywritingactivityto52themoralandemotional

developmentofmystudents.Onegreatwaytodothisisbyhavingstudents

writeinajournalinclasseveryday.

Writingabilityislikestrengthtraining.Writingneedstobedone53,just

likeexercise;justasmusclesgrowstrongerwithexercise,writingskills

improvequicklywithwritingpractice.Expressingoneselfinwritingisoneof

themostimportantskillsIteachtostrengthenthewholestudent.Whenmy

studentspracticejournalwriting,theyarepracticingfortheirfuture3

novel,apieceofsorelyneededlegislation,ortheperfectloveletter.Every

daythattheywriteintheirjournalsputsthemastep56tofluency,

eloquence（雄辯），andcommandof

PassageOne

TheJanuaryfashionshow,calledFutureFashion,exemplifiedhowfargreen

designhascome.OrganizedbytheNewYork-basednonprofitEarthPledge,the

showinspiredmanytopdesignerstoworkwithsustainablefabricsforthe

firsttime.Severalhavesincemadepledgestoincludeorganicfabricsin

theirlines.

Thedesignerswhoundertakegreenfashionstillfacemanychallenges.Scott

Hahn,cofounderwithGregoryofRoganandLoomstate,whichusesall-organic

cotton,sayshigh-qualitysustainablematerialscanstillbetoughto

fine.—Mostdesignerswithexistinglabelsarefindingtherearen't

comparablefabricsthatcanjustreplacewhatyou'redoingandshatyour

customersareusedto,IIhesays.Forexample,organiccottonandnon-organic

cottonarevirtuallyindistinguishableoncewovenintoadress.Butsome

popularsynthetics,likestretchnylon,stillhavefeweco-friendly

equivalents.

Thosewhodomaketheswitcharefindingtheyhavemoresupport.Lastyearthe

influentialtradeshowDesigners&Agentsstoppedchargingitsparticipation

feeforyounggreenentrepreneurs（企業(yè)家）whoattenditstwospringtimeshows

inLosAngelesandNewYorkandgavespecialrecognitiontodesignerswhose

collectionsareatleast25%sustainable.Itnowcountsmorethan50green

designers,upfromfewerthanadozentwoyearsago.ThisweekWal-Martisset

toannounceamajorinitiativeaimedathelpingcottonfarmersgoorganic:it

willbuytransitional（過渡型的）cottonathigherprices,thushelpingto

expandthesupplyofakeysustainablematerial.—Mainstreamisaboutto

occur,||saysHahn.

Someanalysts（分析師）arelesssure.Amongconsumers,only18%areevenaware

thatecofashionexists,upfrom6%fouryearsago.NatalieHormilla,afashion

writer,isanexampleoftheunconvertedconsumer,whenaskedifsheownedany

sustainableclothes,shereplied:—NotthatT'mawareof.IILikemost

consumers,shefindslittletimetoshop,andwhenshedoes,she'sonthe

huntfor-cutestuffthatisn'ttooexpensive.IIByherownadmission,green

justisn'tyetonhermind.But-thankstothecombinedeffortsofdesigners,

retailersandsuppliers-onedayitwillbe.

57.WhatissaidaboutFutureFashion?

A）Itinspiredmanyleadingdesignerstostartgoinggreen.

B)Itshowedthatdesignersusingorganicfabricswouldgofar.

C)Itservedasanexampleofhowfashionshowsshouldbeorganized.

D)Itconvincedthepublicthatfashionableclothesshouldbemadedurable.

58.AccordingtoScottHahn,onebigchallengetodesignerswhowillgo

organicis4

A)muchmoretimeisneededtofinishadressusingsustainablematerials.B)

theyhavetocreatenewbrandsforclothesmadeoforganicmaterials.C)

customershavedifficultytellingorganicfromnon-organicmaterials.D)

qualityorganicreplacementsforsyntheticsarenotreadilyavailable.

A)canattendvarioustradeshowsfree.

B)arereadilyrecognizedbythefashionworld

C)canbuyorganiccottonatfavorableprices.

D)aregainingmoreandmoresupport.

60.WhatisNatalieHormilla'sattitudetowardecofashion?

A)Shedoesn'tseemtocareaboutit.C)Sheisdoubtfulofitspractical

value.

B)Shedoesn'tthinkitissustainableD)Sheisverymuchopposedtothe

idea

61.Whatdoestheauthorthinkofgreenfashion?

A)Greenproductswillsoongomainstream.

B)Ithasaverypromisingfuture.

C)Consumershavethefinalsay.

D)Itwillappealmoretoyoungpeople.

PassageTwo

Scientistshavedevisedawaytodetermineroughlywhereapersonhaslived

usingastrand（縷）ofhair,atechniquethatcouldhelptrackthemovements

ofcriminalsuspectsorunidentifiedmurdervictims.

Themethodreliesonmeasuringhowchemicalvariationsindrinkingwatershow

upinpeople'shair.

—You'rewhatyoueatanddrink,andthat'srecordedinyouhair,||said

ThureCerling,ageologistattheUniversityofUtah.

WhileU.Sdietisrelativelyidentical,watersuppliesvary.Thedifferences

resultfromweatherpatterns.Thechemicalcompositionofrainfallchanges

slightlyasraidcloudsmove.

Mosthydrogenandoxygenatomsinwaterarestable,buttracesofboth

elementsarealsopresentasheavierisotopes（同位素）.Theheaviestraid

fallsfirst.Asaresult,stormsthatformoverthePacificdeliverheavier

watertoCaliforniathantoUtah.

SimilarpatternsexistthroughouttheU.S.Bymeasuringtheproportionof

heavierhydrogenandoxygenisotopesalongastrandofhair,scientistscan

constructageographictimeline.Eachinchofhaircorrespondstoabouttwo

months.

Cerling'steamcollectedtapwatersamplesfrom600citiesandconstructeda

mopoftheregionaldifferences.Theycheckedtheaccuracyofthemapby

testing200hairsamplescollectedfrom65barbershops.

Theywereabletoaccuratelyplacethehairsamplesinbroadregionsroughly

correspondingtothemovementofraidsystems.

—It'snotgoodforpinpointing（精確定位），IICerlingsaid.—It'sgoodfor

eliminatingmanypossibilities.II

ToddPark,alocaldetective,saidthemethodhashelpedhimlearnmoreabout

anunidentifiedwomanwhoseskeletonwasfoundnearGreatSaltLake.

Thewomanwas5feettall.Policerecovered26bones,aT-shirtandseveral

strandsofhair.5

WhenParkheardabouttheresearch,hegavethehairsamplestothe

researchers.Chemicaltestingshowedthatoverthetwoyearsbeforeherdeath,

shemovedabouteverytwomonths.

ShestayedintheNorthwest,althoughthetestcouldnotbemorespecificthan

somewherebetweeneasternOregonandwesternWyoming.

—Itisstillasubstantialarea,IIParksaid-Butitnarrowsitwaydownfor

me.II

62.Whatisthescientists'newdiscovery?

A)One'shairgrowthhastodowiththeamountofwatertheydrink.

B)Aperson(shairmayrevealwheretheyhavelived.

C)Hairanalysisaccuratelyidentifiescriminalsuspects.

D)Thechemicalcompositionofhairvariesfrompersontoperson.

63.Whatdoestheauthormeanby-You'rewhatyoueatanddrinkII(Line1,

Para.3)?

A)Foodanddrinkaffectone'spersonalitydevelopment.

B)Foodanddrinkpreferencesvarywithindividuals.

C)Foodanddrinkleavetracesinone'sbodytissues.

D)Foodanddrinkareindispensabletoone'sexistence.

64.WhatissaidabouttherainfallinAmerica(sWest?

A)ThereismuchmorerainfallinCaliforniathaninUtah.

B)Thewateritdeliversbecomes1ighterwhenitmovesinland.

C)Itschemicalcompositionislessstablethaninotherareas.

D)Itgathersmorelightisotopesasitmoveseastward.

65.WhatdidCerling'steamproduceintheirresearch?

A)Amapshowingtheregionaldifferencesoftapwater.

B)Acollectionofhairsamplesfromvariousbarbershops.

C)Amethodtomeasuretheamountofwaterinhumanhair.

D)Achartillustratingthemovementoftherainsystem.

66.WhatisthepracticalvalueofCerling(sresearch?

A)Ithelpsanalyzethequalityofwaterindifferentregions.

B)Ithelpsthepolicedeterminewhereacrimeiscommitted.

C)Ithelpsthepolicenarrowdownpossibilitiesindetectivework.

D)Ithelpsidentifythedrinkinghabitsofthepersonunderinvestigation.

PartVCloze(15minutes)

KimiyukiSudashouldbeaperfectcustomerforJapan'scar-makers.He'sa

young,successfulexecutiveatanInternet-servicescompanyinTokyoandhas

plentyofdisposableandgrains.-It，snotinconvenientatall,IIhesays

thcentury.II

Sudareflectsaworrisome70inJapan;theautomobileislosingitsemotional

appeal,theyoung,whoprefertospendtheirmoneyonthelatestelectronic

mini-carsandluxuryforeignbrandsarestillpopular,everythinginbetween

is.Lastyearssalesfell6.7percent,7.6percent74youdon'tcountthe

mini-carmarket.TherehavebeenButexpertssayJapanis

inthatsaleshavebeendecreasingsteadilyhavefallenfrom7.8millionto

5.4millionunitsin2007.Alarmedbythisstateo6

AutomobileManufacturersAssociation(JAMA)

acomprehensivestudyofthemarketin2006.Itfoundthatwealthgap,

demographic(人口結(jié)構(gòu)的)changesand82lackofinterestincarsledJapanese

toholdtheir85afurthersalesdeclineof1.2percentthisyear.Some

expertsbelievethatifthetrendcontinuesformuchlonger,further

consolidation(合并PartVITranslation(5minutes)

87.Soonafterhetransferredtothenewschool,Alifoundthathehad(彳艮難

跟上班里的同學(xué))inmathandEnglish.88.Ifshehadreturnedanhourearlier,

Mary(就不會被大雨淋濕了).

(更有可能增加體重).

90.(很多人所沒有意識到的)isthatSimonisaloverofsports,andfootballin

particular.與缺乏鍛煉密切相關(guān))

67.A)profitC)incomeB)paymentD)budget68.A)mostlyC)occasionallyB)

partiallyD)rarely69.A)ThereforeC)OtherwiseB)BesidesD)Consequently

70.A)driftC)currentB)tideD)trend71.A)remarkablyC)speciallyB)

essentiallyD)particularly72.A)WhileC)WhenB)BecauseD)Since73.A)

surgingC)slippingB)stretchingD)shaking74.A)unlessC)asB)ifD)

after75.A)lowerC)broaderB)slighterD)larger76.A)liabletoC)thanks

toB)intermsofD)inviewof77.A)uniqueC)mysteriousB)similarD)

strange78.A)overC)onB)againstD)behind2008年6月大學(xué)英語四級試題及參

考答案PartIWriting(30minutes)

7

79.A)messC)growthB)boomD)decay80.A)proceededC)launchedB)relieved

D)revised

81.A)quickeningC)strengtheningB)wideningD)lengthening82.A)averageC)

abundantB)massiveD)general83.A)labelsC)vehiclesB)cyclesD)devices

84.A)orC)butB)untilD)then85.A)concludesC)reckonsB)predictsD)

prescribes86.A)distantC)temporaryB)likely0)immediate

towriteALetterofApologyaccordingtotheoutlinegivenbelow.

1.娛樂活動多種多樣

2.娛樂活動可能使人們受益，也可能有危害性

3.作為大學(xué)生，我的看法。

二.快速閱讀

MediaSelectionforAdvertisements

Afterdeterminingthetargetaudienceforaproductorservice,advertising

agenciesmustselecttheappropriatemediafortheadvertisement.Wediscuss

herethemajortypesofmediausedinadvertising.Wefocusourattentionon

seventypesofadvertising:television,newspapers,radio,magazines,out-of-

home.Internet,anddirectmail.

Television

Televisionisanattractivemediumforadvertisingbecauseitdeliversmass

audiencestoadvertisers.Whenyouconsiderthatnearlythreeoutoffour

AmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcan

understandthepoweroftelevisiontocommunicatewithalargeaudience.When

advertiserscreateabrand,forexample,theywanttoimpressconsumerswith

thebrandanditsimage.Televisionprovidesanidealvehicleforthistypeof

communication.Buttelevisionisanexpensivemedium,andnotalladvertisers

canaffordtouseit.Television，sinfluenceonadvertisingisfourfold.First,

narrowcastingmeansthattelevisionchannelsareseenbyanincreasingly

narrowsegmentoftheaudience.TheGolfChannel,forinstance.

iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenby

thoseinterestedinhouseholdimprovementprojects.Thus,audiencesare

smallerandmorehomogeneous（具有共同特點(diǎn)的）thantheyhavebeeninthepast.

Second,thereisanincreaseinthenumberoftelevisionchannelsavailableto

viewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthe

sheernumberofadvertisementstowhichaudiencesareexposed.Third,digital

recordingdevicesallowaudiencemembersmorecontroloverwhichcommercials

theywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworks

tolocalcableoperatorsandsatelliteprogrammers.Newspaper?

Aftertelevision,themediumattractingthenextlargestannualadrevenueis

newspapers.TheNewYorkTimes,whichreachesanationalaudience,accounts

for$1billioninadrevenueannually,iimincreaseditsnationalcirculation

（發(fā)行量）by40%andisnowavailableforhomedeliveryinionciues.Locally,

newspapersarethelargestadvertisingmedium.

Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovide

awayforadvertiserstocommunicatealonger,moredetailedmessagetotheir

audiencethantheycanthrough48hours,meaningnewspapersarealsoaquick

wayofgettingthemassageout.Newspapersareofenthemostimportantformof

newsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfrom

localreader.

Radio

AdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwith

outdoorbill-boards（廣告牌）andiheInternettoreachevenmorecustomers

thantelevision.Advertisersarelikelytouseradiobecauseitisaless

expensivemediumthantelevision,whichmeansadvertiserscanaffordtorepeal

theiradsoften.Internetcompaniesarealsoturning10radioadvertising.

Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersat

alltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,

atwork,ontheway8

home,andintheeveninghours.

Twomajorchanges一satelliteandInternetradio一willforceradioadvertisers

toadapttheirmethods.Bothoftheseradioformsallowlistenerstotunein

stationsthataremoredistantthanthelocalstationstheycouldreceivein

thepast.Asaresult,radiowillincreasinglyattracttargetaudienceswho

livemanymilesapart.

Magazines

Newsweeklies,women'stitles,andbusinessmagazineshaveallseenincreases

inadvertisingbecausetheyattractthehigh-endmarket,magazinesarepopular

withadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcast

mediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,but

magazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,for

example,youhavemuchincommonwiththemagazine'sotherreaders.

Advertisersseemagazinesasanefficientwayofreachingtargetaudience

members.

Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapt

totwomainchanges.First,theinternetwillbringlargeraudiencestolocal

newspapers,thesesecond.Advertiserswillhavetounderstandhowtousean

increasingnumberofmagazinesfortheirtargetaudiences.Althoughsome

magazineswillmaintainnationalaudiences,alargenumberofmagazineswill

entertainnarroweraudiences.

Out-of-homeadvertising

Out-of-homeadvertising.Alsocalledplace-basedadvertising,hasbecomean

increasinglyeffectivewayofreachingconsumers,whoaremoreactivethan

everbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.

Usingbillboards,newsstands,andbussheltersforadvertisingisaneffective

wayofreachingtheseon-the-goconsumers.Moreconsumerstravellonger

distancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,

technologyhaschangedthenatureofthebillboardbusiness,makingitamore

effectivemediumthaninthepast.

Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,

comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthe

typesofmessagestheycreatebecausethey.Canchangetheirmes