# Advertising media

- 科目：雅思听力真题（Part 3）
- 考频：中频
- 最近考试：2024.12.28
- 题目数：10
- 来源页：https://www.yaquan.site/paper/6b30590c-799f-4d2a-a949-7e453e9107bd（在线机考练习与音频请访问该页面）
- 数据更新：2026-10-29

## 题目原文

00:00:00,900 
 Section three. You will hear a business studies student called Michael talking to his tutor about an assignment on advertising media. First, you have some time to look at questions twenty-one to twenty-six. 
 00:00:45,820 
 Now listen carefully and answer questions twenty-one to twenty-six. 
 00:00:53,860 
 Morning, Michael. 
 00:00:55,340 
 Good morning, Dr. Townsend. I wanted to talk to you about my assignment, the one about using different types of media for advertising. I've got some ideas. 
 00:01:05,860 
 Okay. 
 00:01:07,120 
 I thought in the introduction, I'd focus on just one advantage of each type of media. For example, if you choose to advertise in trade publications, you know that you're reaching the right people, the kind you want to attract, because they'll be reading these publications. 
 00:01:24,580 
 Right. That's why it's one of the most popular business channels. Okay. Now, did you include email advertising? 
 00:01:33,040 
 Yes. That's got various advantages, but I think the main one is you can deliver your message directly without having to go through protocols or agents. 
 00:01:42,880 
 Yes. Then, of course, there's the fact that you can reach people anywhere in the world. 
 00:01:48,300 
 That's true. But I didn't want to focus on that, as that applies to other media as well nowadays. 
 00:01:54,480 
 Fair enough. What about general interest magazines? 
 00:01:58,900 
 I think the advantage of those is that they tend to be less short-lived than other print media. People don't throw them away so readily because production values are high, glossy covers and so on. 
 00:02:11,800 
 A fair point. They're not very good for the environment, but people often pass them on to friends when they're finished with them. 
 00:02:19,440 
 Then there are websites. I suppose the advantages of those are fairly obvious, and they give companies an up-to-date image. But I think this is where I'm going to focus on the fact that you can connect with a global audience. 
 00:02:33,920 
 There are no barriers. 
 00:02:36,080 
 Then I've got cinemas. Although you can't be very selective because cinema goers have pretty diverse interests and needs. The thing is that people are forced to sit through your advert. 
 00:02:47,400 
 Exactly. They're unlikely to leave, and they can't switch it off. 
 00:02:51,920 
 No. I wanted to mention trade fairs, but I wasn't sure which aspect to focus on. These exhibitions don't usually last very long, do they? 
 00:03:01,360 
 That's true. But they are an excellent way of making new contacts and exchanging information, even identifying potential business partners. 
 00:03:10,600 
 Oh, right. Thanks. I didn't think of that. 
 00:03:14,020 
 Okay, Michael. That all sounds fine. I think that'll make a good introduction. 
 00:03:19,460 
 Thanks. 
 00:03:23,020 
 Before you hear the rest of the discussion, you have some time to look at questions twenty-seven to thirty. 
 00:03:33,440 
 Now listen and answer questions twenty-seven to thirty. 
 00:03:55,720 
 Right. Now, let's discuss the main body of your assignment. 
 00:04:00,160 
 I've chosen to examine TV advertising. 
 00:04:03,400 
 Right. Which aspects are you going to cover and why? 
 00:04:07,600 
 I'm going to start with budgeting. I've been reading some useful advice about planning budgets for TV ads. Some of it's pretty obvious, like it's much cheaper if your company produces the ad itself. But a really key tip was to make sure you hold back a certain amount of money to keep the ad running if there's a downturn in business, even if you have to show your ad less frequently or not at the optimum time for your product. 
 00:04:35,860 
 Good. 
 00:04:37,100 
 And then I'm thinking of giving some information about TV companies. 
 00:04:41,460 
 Yes. There's a detailed paper on your reading list on the benefits of going directly to TV companies and getting them to make your ad. But do you think it's relevant to this assignment? 
 00:04:53,600 
 Sort of, but I've only gotten information about US TV companies, not about European or Asian companies. 
 00:05:01,560 
 And including that would really be straying from the main focus. 
 00:05:05,640 
 And I'll need another thousand words. 
 00:05:08,080 
 And how do you think companies can check whether their ad will work or not? 
 00:05:12,810 
 From experience. But actually, things change. Presumably, what worked last year won't necessarily work this year. 
 00:05:20,960 
 Exactly. So what else can they do? 
 00:05:24,500 
 Ask staff for keywords to describe the product and use those words in the ad? 
 00:05:29,760 
 Or better still, show clients the new ad, take note of their reactions, and make any adjustments before they air it. 
 00:05:37,680 
 Yes, because they are the ones that count. Can I ask about attaching a video clip to my assignment? 
 00:05:44,640 
 Yes, that's a very good idea. But make sure that the purpose for including it is clear. 
 00:05:51,280 
 Yes. I've got one where the actor has a high squeaky voice, and it doesn't go with the product and must put people off. 
 00:05:59,140 
 Okay. It's like if you get the music wrong, it detracts from your message. So yes, include it. Well, I think that's everything for today. 
 00:06:08,820 
Thanks.

## 题目与答案

### 21. Advertising media 21 trade publications _____

Advertising media 21 trade publications _____

- no geographical limits
- precise targeting of consumers
- a captive audience
- no need for intermediaries
- up-to-date information
- networking opportunities

**答案**：precise targeting of consumers

原文定位：If you choose to advertise in trade publications, you know that you're reaching the right people, the kind you want to attract, because they'll be reading these publications

同义替换：「advantages」↔「you're reaching the right people」；「precise targeting」↔「reaching the right people」；「consumers」↔「people you want to attract」

### 22. 22 emails

22 emails

- no geographical limits
- precise targeting of consumers
- a captive audience
- no need for intermediaries
- up-to-date information
- networking opportunities

**答案**：no need for intermediaries

原文定位：email advertising;the main one is you can deliver your message directly without having to go through protocols or agents

同义替换：「advantages」↔「main one」；「no need for」↔「without having to go through」；「intermediaries」↔「agents」

### 23. 23 general interest magazines

23 general interest magazines

- no geographical limits
- precise targeting of consumers
- a captive audience
- no need for intermediaries
- up-to-date information
- networking opportunities

**答案**：relatively long-lasting

原文定位：What about general interest magazines;I think the advantage of those is that they tend to be less short-lived than other print media. People don’t throw them away so readily

同义替换：「relatively long-lasting」↔「less short-lived」；「long-lasting」↔「don’t throw them away so readily」

### 24. 24 websites

24 websites

- no geographical limits
- precise targeting of consumers
- a captive audience
- no need for intermediaries
- up-to-date information
- networking opportunities

**答案**：no geographical limits

原文定位：Then there are websites;I'm going to focus on the fact that you can connect with a global audience;There are no barriers

同义替换：「no geographical limits」↔「no barriers」

### 25. 25 cinemas _____

25 cinemas _____

- no geographical limits
- precise targeting of consumers
- a captive audience
- no need for intermediaries
- up-to-date information
- networking opportunities

**答案**：a captive audience

原文定位：Then I've got cinemas. Although you can't be very selective because cinema goers have pretty diverse interests and needs. The thing is that people are forced to sit through your advert;Exactly. They're unlikely to leave, and they can't switch it off

同义替换：「advantages」↔「the thing is that」；「a captive audience」↔「forced to sit through」；「a captive audience」↔「can’t switch it off」；「a captive audience」↔「unlikely to leave」

### 26. 26 trade fairs _____

26 trade fairs _____

- no geographical limits
- precise targeting of consumers
- a captive audience
- no need for intermediaries
- up-to-date information
- networking opportunities

**答案**：networking opportunities

原文定位：But they are an excellent way of making new contacts and exchanging information, even identifying potential business partners

同义替换：「advantages」↔「excellent way」；「networking opportunities」↔「making new contacts」；「networking opportunities」↔「exchanging information」；「networking opportunities」↔「potential business partners」

### 27. 27 What advice about budgeting for TV advertisement did Michael find most useful?

27 What advice about budgeting for TV advertisement did Michael find most useful?

- companies produce the advertisements themselves
- keep some funds in reserve for business is slow
- show the advertisements less frequently

**答案**：keep some funds in reserve for business is slow

原文定位：Some of it's pretty obvious;But a really key tip was to make sure you hold back a certain amount of money to keep the ad running if there's a downturn in business

同义替换：「advertisement」↔「ads」；「most useful advice」↔「a really key tip」；「keep some funds in reserve」↔「hold back a certain amount of money」；「business is slow」↔「downturn in business」

### 28. 28 Why does Michael decide to omit discussion of TV companies making advertisement?

28 Why does Michael decide to omit discussion of TV companies making advertisement?

- it is irrelevant to the assignment
- it covers a wide range of companies in the world
- it will make the assignment too long

**答案**：it will make the assignment too long

原文定位：And including that would really be straying from the main focus;And I'll need another thousand words

同义替换：「omit discussion」↔「including that」；「make the assignment too long」↔「need another thousand words」

### 29. 29 What do th speakers think can help companies develop effective advertisements?

29 What do th speakers think can help companies develop effective advertisements?

- getting feedback from customers
- their own experience
- ask staff for advice

**答案**：getting feedback from customers

原文定位：show clients the new ad, take note of their reactions, and make any adjustments before they air it;Yes, because they are the ones that count

同义替换：「develop effective advertisements」↔「check whether their ad will work」；「help companies」↔「better still」；「getting feedback from customers」↔「take note of their reactions」；「customers」↔「clients」

### 30. 30 Michael wants to use a video to show how an advertisement is affected by

30 Michael wants to use a video to show how an advertisement is affected by

- the actor
- the unclear purpose
- the wrong voice

**答案**：the wrong voice

原文定位：I've got one where the actor has a high squeaky voice, and it doesn't go with the product and must put people off

同义替换：「the wrong voice」↔「high squeaky voice」

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