首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
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
admin
2014-06-13
44
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. Payper-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 Mr. Tobaccowala 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.
选项
A、a fresh industry.
B、an efficient tool to attract the consumers.
C、the trend of internet advertising.
D、the good choice for both large and small companies.
答案
C
解析
第一段第三、四句: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...本题是针对文章第一段提出问题的。文章提到网络广告将占到广告开支的20%,而点击广告则是网络广告的主要盈利点。因此,点击广告是网络广告的发展趋势,所以C正确。A选项中谈到fresh产业,因此有同学认为这与文章中提到的booming"繁荣的"的意思相符。这是对词汇的理解不到位:新兴的并不一定繁荣,反之,繁荣的并不一定都是新兴的,两者不存在必然联系。因此A选项不正确。D选项虽然在文中提及,但文章的主旨并不是要论述大公司和小公司选择点击广告作为其发展方向,重点是讲"点击欺诈"问题。因此D不选。消费者是否真的被这种宣传所吸引,文中并没有交代得很清楚,故B也不正确。
转载请注明原文地址:https://kaotiyun.com/show/6wO4777K
0
考研英语一
相关试题推荐
TheearlyretirementofexperiencedworkersisseriouslyharmingtheU.S.economy,accordingtoanewreportfromtheHudsonIns
Forhealthinsurance,theUnitedStateshastakentheroadlesstraveled.TheUnitedStatesistheonlyrichcountrywithoutuni
Peopledon’twanttobuyinformationonline.Why?Becausetheydon’thaveto.Nomorethanthatbecausethey’reusedtonotpayi
Oneofyourbestfriends,Mary,movedtoanothercityafewdaysago.Writeakeep-in-touchlettertoher,tellingheryoumiss
Title:ChildrenfromOne-ChildFamiliesWordlimit:160~200words.YourcompositionshouldbebasedontheOUTLINEgiveninChin
Accordingtothepassage,itisdifficulttobecertainaboutthedistantfutureoftheuniversebecausewe______.Whatdoest
SoBig.Fwasthemorevisibleofthetworecentwavesofinfectionbecauseitpropagateditselfbye-mail,meaningthatvictims
YoumayspendtoomuchtimeinabookshopbecauseAccordingtothetext,inagoodbookshop
Scientistsaroundtheworldareracingtolearnhowtorapidlydiagnose,treatandstopthespreadofanew,deadlydisease.SAR
Scientistsaroundtheworldareracingtolearnhowtorapidlydiagnose,treatandstopthespreadofanew,deadlydisease.SAR
随机试题
目前世界上HIV传播的首要途径是血液传播。()
属于肉芽肿性炎的疾病包括
促进健康的行为具有下列哪项特征
男,56岁。全胃切除术后3天行肠内营养,第4天出现腹泻。分析其腹泻原因不包括()
源圣公司有甲、乙、丙3位股东。2015年10月,源圣公司考察发现某环保项目发展前景可观,为解决资金不足问题,经人推荐,霓美公司出资1亿元现金入股源圣公司,并办理了股权登记。增资后,霓美公司持股60%,甲持股25%,乙持股8%,丙持股7%,霓美公司总经理陈某
下列开挖方法适用于连拱隧道的是()。
事业单位工作人员考核的重点是()。
(2014年中山大学)具有预期高成长机会的公司其销售的股票()。
[2002年]设函数f(x)=在x=0处连续,则a=________.
Peterhasbeenworriedalltheweek.Hegotaletterfromthepolice(警方).Theytoldhimtogotothepolicestation(警察局)asso
最新回复
(
0
)