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 (框式广告) and pop-up ads (弹出式广告) 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 (欺诈): 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 (摆脱) 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 (持续性) and welcomes change.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. |
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 |
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. |
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. |
Welcome to one of the largest collections of footwear（鞋类）in the world that will make you green with envy. Here at the Footwear Museum you can see exhibits（展品）from all over the world. You can find out about shoes worn by everyone from the Ancient Egyptians to pop stars.
| Room 1 The celebrity（名人）footwear section is probably the most popular in the entire museum. Stared in the 1950s there is a wide variety of shoes and boots belonging to everyone from queens and presidents to pop stars and actors! Most visitors find the celebrities' choice of footwear extremely interesting. |
Room 2 Most of our visitors are amazed -and shocked- by the collection of "special purpose"shoes on exhibition here at the Museum of Footwear. For example, there are Chinese shoes made of silk, that were worn by women to tie their feet firmly to prevent them from growing too much! |
| Room 3 As well as shoes and boots the museum also exhibits shoe-shaped objects. The variety is unbelievable. For example, there is a metal lamp that resembles a pair of shoes, and Greek wine bottles that like legs! |
The footwear Library People come from all over the world to study in our excellent footwear library. Designers and researchers come here to look up information on anything and everything related to the subject of footwear. |
| 1． |
Where would you find a famous singer's shoes?
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| 2． |
All exhibits in each room
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| 3． |
Which of the following is true according to the text?
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| 4． |
The purpose of the text is to get more people to
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Flight cancellations(取消) and loss of luggage can ruin even the best-planned holiday. The key to a stress-free trip is having a backup plan.
Fly non-stop. The worst problems involve connections, so it is important to take non-stop flights whenever possible. If you do have to make a connection, try to route through a southern city, where snowstorms and de-icing delays will be less likely. Always allow at least two to three hours for flight connections.
Check the weather. Check the weather in your connecting city, not just the arrival and departure city. If your departure flight is cancelled because of weather, you can go home or back to your hotel. Airlines promise to get you on the next available flight, not the next flight. That could be several days later on a sold-out holiday weekend.
Go early. The earlier in the day you fly, the better your chance of getting rebooked the same day after a missed connection. It will also put you ahead of stranded(滞留的) passengers who arrive later.
Rebook immediately. As soon as your flight is delayed or cancelled, get on the phone and rebook your flight instead of waiting at the ticket counter. If your rebooking is delayed, call or ask your travel agent to find a seat on another carrier, and then ask your original carrier to endorse your ticket to the new airline. Airlines are not required to do this but often do. Learn more at www. dot. gov/ airconsumer/ fly-rights.
Ship bags. A few days before your flight, ship suitcases or holiday gifts to your destination by a documented express service. It’s preferable to losing bags because of re-routed flights and sometimes cheaper than paying airline overweight bag fees.
Know your rights. Airlines are not required to compensate passengers for delayed or cancelled flights, but it never hurts to ask for goodwill vouchers(折扣) for meals, taxis or a room.When making a flight connection, it’s common that you’ll___________.
| A．stop in the south |
| B．choose a good city without snowstorm |
| C．be trapped in the storm |
| D．wait for two or three hours |
The suggested way for you to rebook your flight is___________.
| A．through the phone |
| B．by waiting at the ticket counter |
| C．by changing another airline |
| D．by surfing the Internet |
According to the passage, we can infer____________.
| A．it will take long to rebook the tickets |
| B．your luggage is easy to be lost |
| C．you will pay more for your overweight luggage |
| D．with the same ticket you can take the next flight |
The underlined word “compensate” in the last paragraph can be replaced by “___________”.
| A．pay | B．ask | C．host | D．treat |
What’s the best title of the passage?
| A．The Worst Problem in the Trip. |
| B．The Preparation Before the Flight Trip. |
| C．How to Book the Plane Ticket. |
| D．How to Plan the Holiday. |
When I was two years old, something happened which I have never forgotten. It was early spring, and there was a light mist over the trees and fields. The other young fellows and I were feeding at the lower end of the field when we heard the distant cry of dogs.
The oldest among us lifted his head to listen. “There are the hounds(猎犬)”, he said, and immediately raced off. The rest of us followed him to the top of the field where we could see several fields beyond.
Soon the dogs were all racing down the field next to ours, making a loud “yoyoyoyo” sound. After then came men on horses, some in green coats. Suddenly, the dogs became silent and ran around with their noses to the ground.
“They’ve lost the smell of the hare.” said the old horse. “Perhaps it will escape.” But the dogs began their “yoyoyoyo” again and came at full speed towards our field. Just then a hare, wild with fear, ran towards the trees. The dogs jumped over the stream and ran across the field, followed by the huntsmen. Six or eight jumped their horses over the stream, close behind the dogs. Before the hare could get away, the dogs were upon her with wild cries. We heard a terrible scream, and that was the end of the hare. One of the men picked her up and held her by the leg. She was covered in blood, but all the huntsmen seemed pleased.
I was so greatly surprised that at first I did not see what was happening by the stream but when I did look, I saw a sad sight. Two fine horses were down, one in the stream struggling to stand up and the other on the grass with one of his legs broken. One rider, who seemed unhurt, was climbing out of the water, but the other lay quite still. “His neck is broken,” said my mother. “I can’t understand why men are so fond of this sport. They often hurt themselves and ruin good horses, all for one hare that they could get more easily in other ways. But we are only horses, and don’t know why men do these things.”
They carried the dead rider to our master’s house, and then came back to the black horse on the grass. The animal was in great pain and one of his legs was broken. Someone ran to our master’s house and came back to the horse with a gun. Soon after there was a loud bang and a terrible cry, and the black horse did not move any more.What does “I” in the passage refer to?
| A．A scared hare. | B．Ayounghorse. |
| C．Afierce dog. | D．A bravehunter. |
Which word can be used to describe my true feeling at the scene of the hunting?
| A．Sad. | B．Pleased. | C．Angry. | D．Delighted. |
The men hunted the hare at the cost of the lives of____________.
| A．oneriderandonehorse |
| B．tworidersandtwohorses |
| C．sixoreighthuntsmenandadog |
| D．theoldesthorseandahuntsman |
The best title for the passage would be____________.
| A．WhataPoorHare |
| B．MyTerrible ChildhoodMemory |
| C．A Black Horse |
| D．SceneryintheField |
The writer probably holds the view that ____________.
| A．hunting is a nice outdoor activity |
| B．it is dangerous to hunt wild animals |
| C．hunting dogs are good helpers to huntsmen |
| D．human beings should treat animals well |
One summer I was driving from my hometown of Tahoe City, California, to New Orleans. In the middle of the desert, I came upon a young man standing by the roadside. He had his thumb out and held a gas can in his other hand. I drove right by him. There was a time in the country when you’d be considered a stupid person if you passed by somebody in need. Now you are a fool for helping. With gangs, drug addicts, murderers, thieves everywhere, “I don’t want to get involved” has become a national motto.
Several states later I was still thinking about the hitch-hiker(免费搭车的人). Leaving him standing in the desert did not bother me so much. What bothered me was how easily I had reached the decision. I never even lifted my foot off the accelerator(加速器).
Does anyone stop any more? I wondered. I recalled Blanche DuBois’s family line: “I have always depended on the kindness of the strangers”. Could anyone rely on the kindness of the strangers these days? One way to test this would be for a person to journey from coast to coast without any money, relying only on the good will of his fellow Americans. What kind of Americans would he find? Who would feed him, shelter him, and carry him down the road?
The idea interested me.
So I decided to travel from the Pacific to the Atlantic without a penny. It would be a cashless journey through the land of the almighty dollar. I would only accept offers of rides, food and a place to rest my head. My final destination would be Cape Fear in North Carolina, a symbol of all the fears I’d have to conquer during the trip.
I rose early on September 6, 1994, and headed for the Golden Gate Bridge with a 50-pound pack on my back and a sign displaying my destination to passing vehicles: “America”.
For six weeks I hitched 82 rides and covered 4,223 miles across 14 states. As I traveled, folks were always warning me about someplace else. In Montana they told me to watch out for the cowboys in Wyoming; in Nebraska they said people would not be as nice as in Iowa. Yet I was amazed by people’s readiness to help a stranger, even when it seemed against their own best interests. Why did the author drive past the young man in the desert without stopping?
| A．Because he failed to notice this man. |
| B．Because he was driving too fast. |
| C．Because he was afraid of being cheated. |
| D．Because he thought the young man didn’t need help. |
What was it that made the author upset?
| A．Making the decision of not offering help so easily. |
| B．Leaving the young man alone in the desert. |
| C．Being considered a fool. |
| D．Keeping thinking about the young man. |
What is the structure of the text?
| A．①—②③④—⑤—⑥⑦ |
| B．①②—③④—⑤⑥⑦ |
| C．①②—③④⑤⑥—⑦ |
| D．①②③—④—⑤⑥⑦ |
The author decided to travel without a penny in order to ___________.
| A．find out how long he could survive without help |
| B．figure out how strangers thought of his plan |
| C．go through the great difficulty in surviving unexpected environment |
| D．find out whether strangers would offer help to him |
The following part might probably___________.
| A．describe how the author fooled the strangers |
| B．describe how strangers went out their way to help the author |
| C．explain why people refused to help strangers |
| D．explain how the author overcame his difficulties on the way |
When scientists accidentally killed what turned out to be the world’s oldest living creature, it was bad enough. Now, their mistake has been worsened after further research found it was even older – at 507 years.
The ocean quahog, a type of deep-sea clam, was dredged (捕捞) alive from the bottom of the North Atlantic near Iceland in 2006 by researchers. They then put it in a fridge-freezer, as is normal practice, unaware of its age. It was only when it was taken to a laboratory that scientists from Bangor University studied it and concluded it was 400 years old.
The discovery made it into the Guinness Book of World Records. However, by this time, it was too late for Ming the Mollusc(软体动物), named after the Chinese dynasty when its life began. Unfortunately researchers who calculated Ming’s age killed it instantly by opening its shell.
The researchers opened the ancient clam up to judge its age by counting growth rings inside. But the rings were so close together that scientists ended up having to count the rings on the outside to be accurate, leading CBS journalists to point out that if scientists had just started there, Ming could have lived on. Now, after examining the quahog more closely, using more advanced methods, the researchers have found the animal was actually 100 years older than they first thought.
Dr Paul Butler, from the University’s School of Ocean Sciences, said: “We got it wrong the first time and maybe we were a bit hasty publishing our findings back then. But we are absolutely certain that we’ve got the right age now.” The mollusc was born in 1499 – just seven years after Columbus discovered America and before Henry VIII had even married his first wife, Catherine of Aragon in 1509.
A quahog’s shell grows by a layer every year, in the summer when the water is warmer and food is plentiful. It means that when its shell is cut in half, scientists can count the lines in a similar way that trees can be dated by rings in their trunks.
Jan Heinemeier, associate professor at the University of Denmark, who helped date Ming, told Science Nordic: “The fact that we got our hands on a 507-year-old animal is incredibly fascinating, but the really exciting thing is of course everything we can learn from studying the mollusk.”At first, the scientists found that _____________.
| A．The ocean quahog got a deadly disease |
| B．The growth rings inside were so close together |
| C．it was accurate to count the growth rings outside |
| D．The ocean quahog was 400 years old |
Why did the scientists open the ancient clam up?
| A．To count the growth rings outside of the clam. |
| B．To study how old the clam was. |
| C．To see the structure of it. |
| D．To give an immediate operation on it. |
The sixth paragraph is mainly about_____________.
| A．How to calculate the age of a tree |
| B．Why a quahog’s shell grows by a layer each year |
| C．How to calculate the age of a quahog |
| D．Why a quahog likes it when the water is warmer |
Which of the following is NOT true?
| A．The researchers have got the right age of the ocean quahog. |
| B．The mollusc was born after Columbus discovered America. |
| C．The ocean quahog was named after the Chinese dynasty. |
| D．A quahog’s shell grows by a layer every season. |
Where does the text probably come from?
| A．A magazine of marine life. | B．A travel brochure. |
| C．A biography. | D．A science fiction. |
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