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1、二•快速阅读（9：30-9：45）MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspap
2、ers,radio,magazines,out-of-home・Interne匚anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontoco
3、mmunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television'sinflueneeonadvertisingisfo
4、urfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience・TheGolfChannel,forinstance.iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous（具有共同特
5、点的）thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers・Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed・Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichco
6、mmercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper?Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenu
7、eannually,iimincreaseditsnationalcirculation（发彳亍量）by40%andisnowavailableforhomedeliveryinionciues.Locally,newspapersarethelargestadvertisingmedium・Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger.moredetailedmessagetotheiraudi
8、encethanthey
