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  3. Had enough elevator music? Make way for elevator advertising; and, for that matter, advertising in mall food courts, offices, ho

Had enough elevator music? Make way for elevator advertising; and, for that matter, advertising in mall food courts, offices, ho

admin2011-01-02  31
问题    Had enough elevator music? Make way for elevator advertising; and, for that matter, advertising in mall food courts, offices, hotel lobbies and at grocery store checkout counters:
   A growing number of marketers are using digital technology to push their advertising messages on high-definition video screens in venues where consumers gather.
   One pundit has dubbed the growing business of reaching consumers when they’re outside of the home as the "outernet". These advertising networks typically blend commercial messages with news, sports, and weather feeds supplied by major media companies.     The flurry of out-of-home advertising is spreading to convenience stores, grocery store checkout counters and elevators in office buildings.
   The outernet industry is pitching itself to advertisers that are frustrated with the high cost of traditional media and the never-ending search for advertising outlets that work.
   "It’s a very chaotic advertising market right how, and that chaos tends to work for us," said Charlie Nooney, chief executive of San Francisco-based Premier Retail Networks Inc, which sends advertising into shops operated by Wal-Mart Stores Inc and Best Buy Inc.
   Wireless technology can push advertising "anywhere you want, in trains or in cable cars at ski resorts," said Nancy Jackson, a vice president with Westford, Massachusetts-based Captivate Network Inc in the US.
   The screen ads account for a tiny sliver of the US＄5.3 billion outdoor advertising industry. But as the cost of digital technology drops, screens that show television-like commercials are expected to make inroads in the category.
   The industry operates on a simple principle: Find out where consumers are gathering and put a screen in their faces.  Industry players want your free time, whether it’s a 20-second elevator ride at work or a two-minute wait to pay for your groceries. Messages are tailored to fit into the available window; some of the advertising pitches run 10 seconds or less.
   "If you are standing in line waiting for a Big Mac and fries, you’ve got nothing else to do," said Tracy Crocker, president of Next Generation Network, which is installing advertising screens in 7-Elevens. "And you’re going to remember those commercials more than the ones you see sitting around at home watching your favourite TV show because there are no distractions."
   Although the sector often is lumped in with billboards and other out-of-home advertising options, industry players say their screens are a close cousin of cable television because the systems promise to deliver specific demographics rather than the broad audience a well-placed billboard attracts.
   Captivate Network, for example, focuses on elevators and lobbies of high-rise office buildings that are home to high income executives.
   Technology advances that continue to cut the costs of installing screens and transmit ting content and advertising are at the core of the new advertising medium. Captivate Network uses wireless local-area networks in elevator shafts to send content and advertising onto flat-panel screens mounted in elevators. In the late 1990s, the system required complicated wiring for each car, an expensive and time-consuming process.
   The new technologies remove barriers that have kept advertisers from reaching, say, commuter train passengers, said Captivate Network executive Jackson.
   Initial market research suggests that consumers are more apt to see the electronic displays than traditional, static advertising. Premier Retail Networks last year unveiled a Nielsen Media Research study suggesting that customer recall for outernet advertising shown on screens inside Wal-Mart locations surpasses rate for similar advertising shown on television.
Which of the following about technology is implied rather than directly stated in the passage?
选项 A、Digital technology is being used to push advertising messages on high-definition video screens.
B、Thanks to new technologies, advertisers have easier access to potential consumers.
C、Wireless technology ran push advertising anywhere one wants.
D、Technology advances may cut the cost of installing screens.
答案B
解析 第二段和第七段分别谈到数码技术和无线技术对广告的影响。倒数第三段谈到由于技术进步而导致安装成本的降低。因此A、C、D都是文章中明确谈到的。倒数第二段的意思是：诸如乘火车上下班的乘客无法看到屏幕广告这类技术障碍已解决。这就间接说明由于新技术的发展，越来越多的潜在消费者能接触到广告。所以B符合题意。
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