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  3. This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s thre

This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s thre

admin2010-08-21  30
问题    This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s three big television networks, ABC, CBS and NBC predicts Advertising Age. It will, says the trade magazine, represent a "watershed moment" in the evolution of the internet as an advertising medium. A 30-second prime-time TV ad was once considered the most effective — and the most expensive — form of advertising. But that was before the internet got going. And this week online advertising made another leap forward.
    This latest innovation comes from Google, which has begun testing a new auction-based service for display advertising. Both Google and Yahoo! make most of their money from advertising. Auctioning keyword search-terms, which deliver sponsored links to advertisers’ websites, has proved to be particularly lucrative. And advertisers like paid-search because, unlike TV, they only pay for results: they are charged when someone clicks on one of their links.
    Both Google and Yahoo!, along with search-site rivals like Microsoft’s MSN and Ask Jeeves, are developing much broader ranges of marketing services. Google, for instance, already provides a service called AdSense. It works rather like an advertising agency, automatically placing sponsored links and other ads on third-party websites. Google then splits the revenue with the owners of those websites, who can range from multinationals to individuals publishing blogs, as online journals are known.
    Google’s new service extends AdSense in three ways. Instead of Google’s software analyzing third-party websites to determine from their content what relevant ads to place on them, advertisement will instead be able to select the specific sites where they want their ads to appear. This provides both more flexibility and control, says Patrick Keane, Google’s head of sales strategy.
    The second change involves pricing. Potential internet advertisers must bid for their ad to appear on a "cost-per-thousand" (known as CPM) basis. This is similar to TV commercials, where advertisers pay according to the number of people who are supposed to see the ad. But the Google system delivers a twist: CPM bids will also have to compete against rival bids for the same ad space from those wanting to pay on a "cost-per-click" basis, the way search terms are presently sold. Click-through marketing tends to be aimed at people who already know they want to buy something and are searching for product and price information, whereas display advertising is more often used to persuade people to buy things in the first instance.
    The third change is that Google will now offer animated ads — but nothing too flashy or annoying, insists Mr. Keane. Such ads are likely to be more appealing to some the big-brand advertisers. Spurred on by the spread of faster broadband connections, such companies are becoming increasingly interested in so-called "rich-media" ads, like animation and video.  
What’s the main idea of the passage?
选项 A、Online advertising is more effective than TV advertising.
B、Google and Yahoo! are challenging Microsoft in the field of advertising.
C、Google’s new advertising service could make the internet an even more valuable marketing medium.
D、Online advertising is popular with advertisers.
答案C
解析 本题问“短文的主旨是什么”。从文中首段主题句“... It will, says the trade magazine, represent a ’watershed moment’ in the evolution of the internet as an advertising medium.”(商业杂志称，这是因特网作为广告媒介这一发展过程中的一个“分水岭”。)，从文中第二段开始，所涉及的内容都是有关于谷歌公司的新广告服务项目以及该服务产生的积极影响。可知C项“谷歌公司新的广告服务项目使因特网变成了更具价值的广告媒体”正确。
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