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  3. Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according

Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according

admin2022-07-19  62
问题     Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The internet accounts for only 5％ of total spending on advertising, but that figure is expected to reach at least 20％ in the next few years. The single largest category within this flourishing industry, accounting for nearly half of all spending, is "pay-per-click" advertising, which is used by firms both large and small to promote their wares.
    The benefits of the pay-per-click approach over traditional advertising (television, radio, print and billboards) are obvious. Since advertisers pay only to reach the small subset who actually respond to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay accordingly. The price per click varies from $0.10 to as much as $30, depending on the keyword, though the average is around $0.50. Google made most of its $6.1 billion in revenue last year from pay-per-click advertising.
    But as pay-per-click advertising has grown into a huge industry, concern has mounted over so-called "click fraud"—bogus clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus commissions. Click fraud can also be used by one company against another: clicking on a rival firm’s advertisements can saddle it with a huge bill. Bogus clicks are thought to account for around 10％ of all click traffic, though nobody knows for sure.
    A few months ago Mr. Gross pioneered an alternative to the pay-per-click model. In February Snap, a search engine backed by Mr Gross, launched "pay-per-action" (PPA), a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download.
    Might this put an end to click fraud? Don’t bet on it, says Mike Zeman at Starcom, an advertising agency. Pay-per-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser’s website. Google and its peers will be reluctant to be so dependent on factors outside their control. But he thinks pay-per-action could become a real alternative to pay-per-click. As bigger companies spend more on internet advertising, they will demand more accountability and a wider range of options, he says. At the very least, that means clamping down on click fraud; but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse.
The situation of "pay-per-click" advertising can be described as________.
选项 A、a fresh and busy industry
B、an efficient tool to attract consumers
C、the trend of Internet advertising
D、the good choice for both large and small companies
答案C
解析 本题关键词是situation of "pay-per-click" advertising，问题是“点击付费”广告的现状如何?可以定位到第一段末。根据原文第一段第五句可知，在这个欣欣向荣的产业中(flourishing industry)，“点击付费”广告是最主要的一种形式，其投入约占网络广告业总投入的一半(nearly half of all spending)，使用此类广告的既有大公司，也有小公司，因此可以看出“点击付费”广告是网络广告的发展趋势(trend)，因此选项C概括准确，是正确选项。选项A中的。Fresh是对“点击付费”广告的正确描述，但原文并没有提到它是否繁忙，所以选项A属于无中生有。文中没有提到消费者是否真的被这种付费方式吸引，因此选项B也属于无中生有。虽然第一段提到了“点击付费”方式是大小公司的选择，但这并不是文章主旨，这一内容是为了进一步说明“点击付费”方式是网络广告的发展趋势这一观点，所以选项D属于以偏概全。第一段：互联网广告业蓬勃发展，“点击付费”广告很受欢迎。
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