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{{B}}pArt ⅱ voCABulAry{{/B}}
thErE ArE Four pAssAgEs in this pArt.EACh pAssAgE is FollowED By somE quEstions or unFinishED stAtEmEnts. For EACh oF thEm thErE ArE Four ChoiCEs mArkEDA,B,C、AnD
D、you shoulD DECiDE on thE BEst ChoiCE AnD mArk thE CorrEsponDing lEttEr on thEAnswEr shEEt with A singlE linE through thE CEntrE.
pAssAgE onE: quEstions 21-25 ArE BAsED on thE Following pAssAgE.
D、vAlign=top wiDth="100%"> this yEAr thE ComBinED ADvErtising rEvEnuEs oF googlE AnD yAhoo ! will rivAl thE ComBinED primEtimE AD rEvEnuEs oFAmEriCA’s thrEE Big tElEvision nEtworks,ABC,CBs AnD nBC、prEDiCtsADvErtisingAgE. it will, sAys thE trADE mAgAzinE, rEprEsEnt A "wAtErshED momEnt" in thE Evolution oF thE intErnEt As An ADvErtising mEDium.A、30-sEConD primE-timE tv AD wAs onCE ConsiDErED thE most EFFECtivE--AnD thE most ExpEnsivE--Form oF ADvErtising.But thAt wAs BEForE thE intErnEt got going.AnD this wEEk onlinE ADvErtising mADE AnothEr lEAp ForwAr
D、
this lAtEst innovAtion ComEs From googlE, whiCh hAs BEgun tEsting A nEw AuCtion-BAsED sErviCE For DisplAy ADvErtising.Both googlE AnD yAhoo! mAkE most oF thEir monEy From ADvErtising.AuCtioning kEyworD sEArCh-tErms,whiCh DElivEr sponsorED links to ADvErtisErs’ wEBsitEs, hAs provED to BE pArtiCulArly luCrAtivE.AnD ADvErtisErs likE pAiD-sEArCh BECAusE, unlikE tv, thEy only pAy For rEsults: thEy ArE ChArgED whEn somEonE CliCks on onE oF thEir links.
Both googlE AnD yAhoo! Along with sEArCh-sitE rivAls likE miCrosoFt’s msn AnDAsk jEEvEs, ArE DEvEloping muCh BroADEr rAngEs oF mArkEting sErviCEs. googlE, For instAnCE, AlrEADy proviDEs A sErviCE CAllEDADsEnsE. it works rAthEr likE An ADvErtising AgEnCy, AutomAtiCAlly plACing sponsorED links AnD othEr ADs on thirD-pArty wEBsitEs. googlE thEn splits thE rEvEnuE with thE ownErs oF thosE wEBsitEs, who CAn rAngE From multinAtionAls to inDiviDuAls puBlishing Blogs, As onlinE journAls ArE known.
googlE’s nEw sErviCE ExtEnDsADsEnsE in thrEE wAys. instEAD oF googlE’s soFtwArE AnAlyzing thirD-pArty wEBsitEs to DEtErminE From thEir ContEnt whAt rElEvAnt ADs to plACE on thEm, ADvErtisEmEnt will instEAD BE ABlE to sElECt thE spECiFiC sitEs whErE thEy wAnt thEir ADs to AppEAr. this proviDEs Both morE FlExiBility AnD Control, sAys pAtriCk kEAnE, googlE’s hEAD oF sAlEs strAtEgy.
thE sEConD ChAngE involvEs priCing. potEntiAl intErnEt ADvErtisErs must BiD For thEir AD to AppEAr on A "Cost-pEr-thousAnD" (known AsCpm) BAsis. this is similAr to tv CommErCiAls, whErE ADvErtisErs pAy ACCorDing to thE numBEr oF pEoplE who ArE supposED to sEE thE A
D、But thE googlE systEm DElivErs A twist:Cpm BiDs will Also hAvE to CompEtE AgAinst rivAl BiDs For thE sAmE AD spACE From thosE wAnting to pAy on A "CostpEr-CliCk" BAsis, thE wAy sEArCh tErms ArE prEsEntly, sol
D、CliCk-through mArkEting tEnDs to BE AimED At pEoplE who AlrEADy know thEy wAnt to Buy somEthing AnD ArE sEArChing For proDuCt AnD priCE inFormAtion, whErEAs DisplAy ADvErtising is morE oFtEn usED to pErsuADE pEoplE to Buy things in thE First instAnCE.
thE thirD ChAngE is thAt googlE will now oFFEr AnimAtED ADs--But nothing too FlAshy or Annoying, insists mr. kEAnE. suCh ADs ArE likEly to BE morE AppEAling to somE thE Big-BrAnD ADvErtisErs. spurrED on By thE sprEAD oF FAstEr BroADBAnD ConnECtions, suCh CompAniEs ArE BEComing inCrEAsingly intErEstED in so-CAllED "riCh-mEDiA" ADs. likE AnimAtion AnD viDEo.
whAt’s thE mAin iDEA oF thE pAssAgEA．onlinE ADvErtising is morE EFFECtivE thAn tv ADvErtising.
B．googlE AnD yAhoo! ArE ChAllEnging miCrosoFt in thE FiElD oF ADvErtising.
C．googlE’s nEw ADvErtising sErviCE CoulD mAkE thE intErnEt An EvEn morE vAluABlE mArkEting mEDium.
D、onlinE ADvErtising is populAr with ADvErtisErs.