Asia’s need for business leaders who are competent in using mass media to involve the public（ ）the economic development dream has never been greater.Television and the print media have an enormous impact on the public’s perception of business.A.in B.into

The courageous boy has been the subject of massive media coverage.

A:extensive
B:continuous
C:instant
D:quick

Text 3 The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media–such as television commercials and print advertisements–still play a major role,companies today can exploit many alternative forms of media.Consumers passionate about a product may create“owned”media by sending e-mail alerts about products and sales to customers registered with its Web site.The way consumers now approach the broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products.For earned media,such marketers act as the initiator for users’responses.But in some cases,one marketer’s owned media become another marketer’s paid media–for instance,when an e-commerce retailer sells ad space on its Web site.We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend,which we believe is still in its infancy,effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further.Johnson&Johnson,for example,has created BabyCenter,a stand-alone media property that promotes complementary and even competitive products.Besides generating income,the presence of other marketers makes the site seem objective,gives companies opportunities to learn valuable information about the appeal of other companies’marketing,and may help expand user traffic for all companies concerned.The same dramatic technological changes that have provided marketers with more（and more diverse）communications choices have also increased the risk that passionate consumers will voice their opinions in quicker,more visible,and much more damaging ways.Such hijacked media are the opposite of earned media:an asset or campaign becomes hostage to consumers,other stakeholders,or activists who make negative allegations about a brand or product.Members of social networks,for instance,are learning that they can hijack media to apply pressure on the businesses that originally created them.If that happens,passionate consumers would try to persuade others to boycott products,putting the reputation of the target company at risk.In such a case,the company’s response may not be sufficiently quick or thoughtful,and the learning curve has been steep.Toyota Motor,for example,alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign,which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.35.Which of the following is the text mainly about?

A.Alternatives to conventional paid media.
B.Conflict between hijacked and earned media.
C.Dominance of hijacked media.
D.Popularity of owned media.

For the first time on record,the number of advertising-specific jobs in the U.S.is declining in the middle of an economic expansion,according to government data.What's going on?It's certainly not a case of fewer advertisements.The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today,according to a common industry statistic.That is one corporate message for roughly every 10 seconds of waking life.Instead,the mysterious decline can be explained by two developments.First,there are Facebook and Google.They are the largest advertising companies in the world-and,quite likely,the largest in the history of the world.Last year,90 percent of the growth of the digital-advertising business went to just these two firms.Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost.This has forced the world's large advertising firms to preserve their profitability through a series of mergers,accompanied by jobs cut.s in the name of efficiency.The emergence of an advertising duopoly has coincided with the rise of"programmatic advertising,"a term that essentially means"companies using algorithms to buy and place ads in those little boxes all over the internet."As any Macl Men fan might intuit,advertising has long been a relationship-driven business,in which multimillion-dollar contracts are hammered out over one-on-one meetings,countless lunches,and even more-countless drinks.With programmatic technology,however,companies can buy access to specific audiences across several publishing platforms at once,bypassing the work of building relationships with each one.That process produces more ads and requires fewer people-or,at least,fewer traditional advertising jobs and more technical jobs.Second,there is the merging of the advertising and entertainment businesses.As smartphone screens have edged out TV as the most important real estate for media,companies have invested more in"branded content"-corporate-sponsored media,such as an article or video,that resembles traditional entertainment more than it does traditional advertising.Some of the most prominent names in journalism,such as The New York Times,BuzzFeed,Vice,and The Atlantic,are owned by companies that have launched their own branded-content shops,which operate as stand-alone divisions.As many media companies have tried to become more like advertising companies,the value of the average"creative-account win,"an ad-industry term for a new contract,has declined,falling by about 40 percent between 2016 and 2017.So there are two major themes of the decline of advertising jobs,one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.In short,the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content-that is,away from the ad agencies.
Paragraphs l and 2 indicate that

A.the number of ads is experiencing an unprecedented decrease.
B.the decline of advertising jobs results from a drop in ads.
C.advertising jobs usually increase during an economic expansion.
D.Americans are more willing to read ads today than in the past.

Text 3 The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media–such as television commercials and print advertisements–still play a major role,companies today can exploit many alternative forms of media.Consumers passionate about a product may create“owned”media by sending e-mail alerts about products and sales to customers registered with its Web site.The way consumers now approach the broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products.For earned media,such marketers act as the initiator for users’responses.But in some cases,one marketer’s owned media become another marketer’s paid media–for instance,when an e-commerce retailer sells ad space on its Web site.We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend,which we believe is still in its infancy,effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further.Johnson&Johnson,for example,has created BabyCenter,a stand-alone media property that promotes complementary and even competitive products.Besides generating income,the presence of other marketers makes the site seem objective,gives companies opportunities to learn valuable information about the appeal of other companies’marketing,and may help expand user traffic for all companies concerned.The same dramatic technological changes that have provided marketers with more（and more diverse）communications choices have also increased the risk that passionate consumers will voice their opinions in quicker,more visible,and much more damaging ways.Such hijacked media are the opposite of earned media:an asset or campaign becomes hostage to consumers,other stakeholders,or activists who make negative allegations about a brand or product.Members of social networks,for instance,are learning that they can hijack media to apply pressure on the businesses that originally created them.If that happens,passionate consumers would try to persuade others to boycott products,putting the reputation of the target company at risk.In such a case,the company’s response may not be sufficiently quick or thoughtful,and the learning curve has been steep.Toyota Motor,for example,alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign,which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.32.According to Paragraph 2,sold media feature

A.a safe business environment.
B.random competition.
C.strong user traffic.
D.flexibility in organization.

four countries in Europe. The establishment of an online store in Bangkok () the need for customers to pay high international shipping fees when they make orders on the Web site. The
company’s customers in Asia have responded positively to this development.

A.has eliminated
B.eliminate
C.will eliminate
D.eliminated

Compared with other areas of our social lives,we tend to boast far more on social media.For instance,few of us will stand on a neighborhood corner and declare how accomplished we are or how much we love our spouse.On Facebook,however,we have no uneasiness about routinely posting photographs of intimate family gatherings,foreign vacations,and fancy meals.What's more,many of us share boasts with hundreds or even thousands of social media connections,with little knowledge or concern about who's seeing them or what effect it has on them.Despite the risk of negative effects,we can't help boasting on social media because,as psychologists have argued,boasting satisfies fundamental human motives of creating a favorable first impression with strangers,and building a positive image among those who know us.In our vast social media spheres,boasting is also a good way,or even possibly the only way,to attract attention.

资料：Above the line promotion uses mass media such as the press,radio,television,cinema or poster sites. This type of promotion is usually paid for. Each of the possible media methods can be used to target audiences in different market segment. There are both strengths and drawbacks to these forms of media:
UNISON embarked on a wave of television, internet and newspaper adverts for the million voices campaign. They wanted that the vital services provided by public sector workers could disappear if the funding cuts sent ahead. The adverts featured a lot of vital public service jobs fading out of sight and featured the tagline. Don't wait until they're gone to defend them. A powerful
campaign film was also released that illustrated how local communities would be affected by cuts. A version of this film aimed at recruiting members to UNISON was shown on television using DRTV. The online and newspaper adverts linked back to the campaign website where people can register their support and add a comment.

Which of the following is not true about these forms of media?

A.it is hard to evaluate the effectiveness of a campaign.
B.the media are often expensive.
C.it aims at specific audiences.
D.it may have an immediate impact.

资料：The movement of consumers from public social media to private messaging has been so rapid that Business Insider reported that the combined usage of the top four messaging apps now exceeds the combined usage of the top four social media apps。Falling data prices，cheaper devices，and improved features are helping propel this growth。
Why the hunger for private messaging apps？ Perhaps people are becoming more interested in actually communicating rather than broadcasting。Maybe we don’t want personal and private lives merging any more and we want control over our different social circles within these messaging apps。As my 16-year-old nephew put it，“My friend posted on Facebook and we made fun of him。We only use Snapchat now because who wants to put everything in public all the time？ This just connects me with my real friends。”
Social media won’t go away，but traditional social networks may become less important to certain groups。The rise of more intimate channels presents new opportunities，and perhaps perils，for marketers。

What is TRUE about the private massaging apps？

A.People make fun of each other on these apps.
B.It would make the social media disappear.
C.You need to put private information on them all the time.
D.It builds connection with your real friends.

For the first time on record,the number of advertising-specific jobs in the U.S.is declining in the middle of an economic expansion,according to government data.What's going on?It's certainly not a case of fewer advertisements.The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today,according to a common industry statistic.That is one corporate message for roughly every 10 seconds of waking life.Instead,the mysterious decline can be explained by two developments.First,there are Facebook and Google.They are the largest advertising companies in the world-and,quite likely,the largest in the history of the world.Last year,90 percent of the growth of the digital-advertising business went to just these two firms.Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost.This has forced the world's large advertising firms to preserve their profitability through a series of mergers,accompanied by jobs cut.s in the name of efficiency.The emergence of an advertising duopoly has coincided with the rise of"programmatic advertising,"a term that essentially means"companies using algorithms to buy and place ads in those little boxes all over the internet."As any Macl Men fan might intuit,advertising has long been a relationship-driven business,in which multimillion-dollar contracts are hammered out over one-on-one meetings,countless lunches,and even more-countless drinks.With programmatic technology,however,companies can buy access to specific audiences across several publishing platforms at once,bypassing the work of building relationships with each one.That process produces more ads and requires fewer people-or,at least,fewer traditional advertising jobs and more technical jobs.Second,there is the merging of the advertising and entertainment businesses.As smartphone screens have edged out TV as the most important real estate for media,companies have invested more in"branded content"-corporate-sponsored media,such as an article or video,that resembles traditional entertainment more than it does traditional advertising.Some of the most prominent names in journalism,such as The New York Times,BuzzFeed,Vice,and The Atlantic,are owned by companies that have launched their own branded-content shops,which operate as stand-alone divisions.As many media companies have tried to become more like advertising companies,the value of the average"creative-account win,"an ad-industry term for a new contract,has declined,falling by about 40 percent between 2016 and 2017.So there are two major themes of the decline of advertising jobs,one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.In short,the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content-that is,away from the ad agencies.
Which of the following is true of"branded content"?

A.It is produced by media companies.
B.It is similar to traditional advertising.
C.It advertises famous journals.
D.lts value has declined in recent years.

For the first time on record,the number of advertising-specific jobs in the U.S.is declining in the middle of an economic expansion,according to government data.What's going on?It's certainly not a case of fewer advertisements.The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today,according to a common industry statistic.That is one corporate message for roughly every 10 seconds of waking life.Instead,the mysterious decline can be explained by two developments.First,there are Facebook and Google.They are the largest advertising companies in the world-and,quite likely,the largest in the history of the world.Last year,90 percent of the growth of the digital-advertising business went to just these two firms.Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost.This has forced the world's large advertising firms to preserve their profitability through a series of mergers,accompanied by jobs cut.s in the name of efficiency.The emergence of an advertising duopoly has coincided with the rise of"programmatic advertising,"a term that essentially means"companies using algorithms to buy and place ads in those little boxes all over the internet."As any Macl Men fan might intuit,advertising has long been a relationship-driven business,in which multimillion-dollar contracts are hammered out over one-on-one meetings,countless lunches,and even more-countless drinks.With programmatic technology,however,companies can buy access to specific audiences across several publishing platforms at once,bypassing the work of building relationships with each one.That process produces more ads and requires fewer people-or,at least,fewer traditional advertising jobs and more technical jobs.Second,there is the merging of the advertising and entertainment businesses.As smartphone screens have edged out TV as the most important real estate for media,companies have invested more in"branded content"-corporate-sponsored media,such as an article or video,that resembles traditional entertainment more than it does traditional advertising.Some of the most prominent names in journalism,such as The New York Times,BuzzFeed,Vice,and The Atlantic,are owned by companies that have launched their own branded-content shops,which operate as stand-alone divisions.As many media companies have tried to become more like advertising companies,the value of the average"creative-account win,"an ad-industry term for a new contract,has declined,falling by about 40 percent between 2016 and 2017.So there are two major themes of the decline of advertising jobs,one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.In short,the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content-that is,away from the ad agencies.
Which of the following would be the best title for the text?

A.Where Did All the Advertising Jobs Go?
B.How Do Facebook and Google Produce Ads?
C.Why is the Number of Ads Declining?
D.What is the Future of the Advertising Business?

For the first time on record,the number of advertising-specific jobs in the U.S.is declining in the middle of an economic expansion,according to government data.What's going on?It's certainly not a case of fewer advertisements.The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today,according to a common industry statistic.That is one corporate message for roughly every 10 seconds of waking life.Instead,the mysterious decline can be explained by two developments.First,there are Facebook and Google.They are the largest advertising companies in the world-and,quite likely,the largest in the history of the world.Last year,90 percent of the growth of the digital-advertising business went to just these two firms.Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost.This has forced the world's large advertising firms to preserve their profitability through a series of mergers,accompanied by jobs cut.s in the name of efficiency.The emergence of an advertising duopoly has coincided with the rise of"programmatic advertising,"a term that essentially means"companies using algorithms to buy and place ads in those little boxes all over the internet."As any Macl Men fan might intuit,advertising has long been a relationship-driven business,in which multimillion-dollar contracts are hammered out over one-on-one meetings,countless lunches,and even more-countless drinks.With programmatic technology,however,companies can buy access to specific audiences across several publishing platforms at once,bypassing the work of building relationships with each one.That process produces more ads and requires fewer people-or,at least,fewer traditional advertising jobs and more technical jobs.Second,there is the merging of the advertising and entertainment businesses.As smartphone screens have edged out TV as the most important real estate for media,companies have invested more in"branded content"-corporate-sponsored media,such as an article or video,that resembles traditional entertainment more than it does traditional advertising.Some of the most prominent names in journalism,such as The New York Times,BuzzFeed,Vice,and The Atlantic,are owned by companies that have launched their own branded-content shops,which operate as stand-alone divisions.As many media companies have tried to become more like advertising companies,the value of the average"creative-account win,"an ad-industry term for a new contract,has declined,falling by about 40 percent between 2016 and 2017.So there are two major themes of the decline of advertising jobs,one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.In short,the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content-that is,away from the ad agencies.
The underlined phrase"the companies"（Line 2,Para.6）mainly refers to

A.ad agencies.
B.media companies.
C.Facebook and Google.
D.branded content makers.

Text 3 The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media–such as television commercials and print advertisements–still play a major role,companies today can exploit many alternative forms of media.Consumers passionate about a product may create“owned”media by sending e-mail alerts about products and sales to customers registered with its Web site.The way consumers now approach the broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products.For earned media,such marketers act as the initiator for users’responses.But in some cases,one marketer’s owned media become another marketer’s paid media–for instance,when an e-commerce retailer sells ad space on its Web site.We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend,which we believe is still in its infancy,effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further.Johnson&Johnson,for example,has created BabyCenter,a stand-alone media property that promotes complementary and even competitive products.Besides generating income,the presence of other marketers makes the site seem objective,gives companies opportunities to learn valuable information about the appeal of other companies’marketing,and may help expand user traffic for all companies concerned.The same dramatic technological changes that have provided marketers with more（and more diverse）communications choices have also increased the risk that passionate consumers will voice their opinions in quicker,more visible,and much more damaging ways.Such hijacked media are the opposite of earned media:an asset or campaign becomes hostage to consumers,other stakeholders,or activists who make negative allegations about a brand or product.Members of social networks,for instance,are learning that they can hijack media to apply pressure on the businesses that originally created them.If that happens,passionate consumers would try to persuade others to boycott products,putting the reputation of the target company at risk.In such a case,the company’s response may not be sufficiently quick or thoughtful,and the learning curve has been steep.Toyota Motor,for example,alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign,which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.34.Toyota Motor’s experience is cited as an example of

A.responding effectively to hijacked media.
B.persuading customers into boycotting products.
C.cooperating with supportive consumers.
D.taking advantage of hijacked media.

She has been the subject of massive media coverage.

A: extensive
B: negative
C: responsive
D: explosive

Text 4 In recent weeks media outlets in the U.S.have been fretting over what would ordinarily be considered good news-the roaring American economy,which has brought low unemployment and,in some places,a labour shortage.Owners and managers have complained about their problems in finding people to fill low-wage positions."Nobody wants to do manual labour any more:'as one trade association grandee told The Baltimore Sun,and so the manual labour simply goes undone.Company bosses talk about the things they have done to fix the situation:the ads they've published;the guest-worker visas for which they've applied;how they are going into schools to encourage kids to learn construction skills or to drive trucks.But nothing seems to work.Blame for the labour shortage is sprayed all over the US map:opioids are said to be the problem.And welfare,and inadequate parking spaces,and a fallinp:birthrate.and mass incarceration.and-above all-the Trump administration's immigration policies.But no one really knows for sure.The textbook solution to the labour shortage problem-paying workers more-rarely merits more than a line or two,if it's mentioned at all.So unwilling are business leaders to talk about or consider this obvious answer that Neel Kashkari,the president of the Minneapolis Federal Reserve Bank,scolded them last year:"If you're not raising wages,then it just sounds like whining."If you study the Bureau of Labor Statistics'numbers on wages for nonsupervisory workers over the past few decades,you will notice that wage growth has been strangely slow to pick up.Hot economies usually drive wages up pretty promptly;this recovery has been running since 2009 and it has barely moved the needle.How could such a thing happen in this modern and enlightened age?Well,for starters,think of all that whining we're hearing from the US's management,who will apparently blame anyone and do anything to avoid paying workers more.Every labour-management innovation seems to have been designed with this amazing goal in mind.Every great bipartisan political initiative,from free trade to welfare reform,points the same way.
The textbook solution_____

A.has been proposed many times
B.is a remedy for labour shortage
C.is completely neglected by business leaders
D.has caused a bank president's dissatisfaction

资料：The movement of consumers from public social media to private messaging has been so rapid that Business Insider reported that the combined usage of the top four messaging apps now exceeds the combined usage of the top four social media apps。Falling data prices，cheaper devices，and improved features are helping propel this growth。
Why the hunger for private messaging apps？ Perhaps people are becoming more interested in actually communicating rather than broadcasting。Maybe we don’t want personal and private lives merging any more and we want control over our different social circles within these messaging apps。As my 16-year-old nephew put it，“My friend posted on Facebook and we made fun of him。We only use Snapchat now because who wants to put everything in public all the time？ This just connects me with my real friends。”
Social media won’t go away，but traditional social networks may become less important to certain groups。The rise of more intimate channels presents new opportunities，and perhaps perils，for marketers。

What is NOT the reason for the growth of private messaging apps？

A.People are tired of social media.
B.App’s improved features.
C.People are demanding for real communication.
D.Cheaper data and devices.

资料：The movement of consumers from public social media to private messaging has been so rapid that Business Insider reported that the combined usage of the top four messaging apps now exceeds the combined usage of the top four social media apps。Falling data prices，cheaper devices，and improved features are helping propel this growth。
Why the hunger for private messaging apps？ Perhaps people are becoming more interested in actually communicating rather than broadcasting。Maybe we don’t want personal and private lives merging any more and we want control over our different social circles within these messaging apps。As my 16-year-old nephew put it，“My friend posted on Facebook and we made fun of him。We only use Snapchat now because who wants to put everything in public all the time？ This just connects me with my real friends。”
Social media won’t go away，but traditional social networks may become less important to certain groups。The rise of more intimate channels presents new opportunities，and perhaps perils，for marketers。

What can be inferred from the third paragraph？

A.The traditional social networks will have great impact on certain groups.
B.The private messaging apps will replace the social media apps.
C.The intimate channels can be the double-edged swords to the sellers.
D.The growth of the intimate channels will bring only benefits to the marketers.