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
外语
Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushe
Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushe
admin
2021-01-08
33
问题
Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston’s with a few taps on their remote control. " It’s been the year of interactive television advertising for the last ten or twelve years," says Colin Dixon of a digital-media consultancy.
So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.
Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates—especially important at a time when marketing budgets are tight. With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.
In theory, interactive advertising can engage viewers in a way that 30-second spots do not. Unilever recently ran an interactive campaign for its Axe deodorant(除臭剂), which kept viewers engaged for more than three minutes on average.
The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $ 138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has surged: it expects its revenues almost to triple this year. BSkyB, Britain’s biggest satellite-television service, already provides 9 million customers with interactive ads.
Yet there are doubts whether people watching television, a " lean back" medium, crave interaction. Click-through rates have been high so far(around 3 -4% , compared with less than 0. 3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.
What is the impact of the wide use of digital video recorders on TV advertising?
选项
A、It has made TV advertising easily accessible to viewers.
B、It helps advertisers to measure the click-through rates.
C、It has placed TV advertising at a great disadvantage.
D、It enables viewers to check the sales items with ease.
答案
C
解析
事实细节题。定位句指出,数字视频录像机的使用可以让用户跳过商业广告,这令广告商们十分担心,这在市场推广费用有限的情况下显然是对电视广告业十分不利的,故答案为C)。
转载请注明原文地址:https://kaotiyun.com/show/gZP7777K
0
大学英语六级
相关试题推荐
A、Theyloseinterestinwhatwearesaying.B、Theyliketoleadtheconversation.C、Theydonotunderstandwhatwesay.D、Itmay
A、Toattractmoreseaanimalstothetestingsite.B、Todrivedangerousseaanimalsawayfromthetestingsite.C、Tohelptrack
Peoplecannowavoidhavingtosortthroughalbumsfromseveraldifferentfriendswhentryingtoreliveparties,weddingsandot
Movingfarmorequicklythanmanyhadthoughtlikelyorpossible,lawmakersinthe10-memberHouse-Senatecommitteeannouncedth
Toomanyvulnerablechild-freeadultsarebeingruthlessly(无情的)manipulatedintoparent-hoodbytheirparents,whothinkthathap
Ratherthanusingcustommachinetoolstobuildearlymodelsofnewparts,Fordisnowusing3-Dprintingtechnologytodesigna
The35-year-oldBeijingwomaniswatchinganadshowingagianttelevisionmadebytheChinesecompanyHaier.Astreamofintrod
红色是中华儿女最喜爱的颜色,在传统文化中象征着喜庆与祥和。中国人的生活中充满红色主题的装饰,如红色的灯笼、红色的婚礼用品和红色的对联(couplets)等。古人认为红色具有驱逐邪恶的功能,因此中国古代的许多宫殿和寺庙的墙壁都被漆成红色。红色是激情和胜利的颜
A、IthasthestrongesteconomyinAfrica.B、ItisthemostfamouscountryinAfrica.C、IthasthemoststabledemocracyinAfric
Secondhandsmokeisaccountablefor42,000deathsannuallytononsmokersintheUnitedStates,includingnearly900infants,acc
随机试题
英国古典经济学家亚当.斯密以制针为例说明以下哪一点的好处()
早期妊娠最具特异性的症状或体征是
中药调剂系指按照医师临床处方所开列的药物,准确地为患者配制药剂的操作技术,通常应有审方、计价、调配、复核、包装、发药等六个程序。包括汤剂饮片的调配和汤剂的制备,中成药制剂的调配,以及根据医师处方为患者临时配制其他药剂等工作。川乌类有毒饮片宜先煎
经当地城市规划行政主管部门批准,允许突出道路红线的建筑突出物应符合的规定,下列哪项有误?[2009年第54题]
背景材料:公路工程质量监督,是指依据有关法律、法规、规章、技术标准和规范,对公路工程质量进行监督的行政行为。为加强公路工程质量监督,保证公路工程质量,保护人民生命和财产安全,《公路工程质量监督规定》明确了公路工程质量监督主要包括的内容、交通主管部门对公路
战略风险管理流程中,下列哪项活动是在执行风险管理方案之前执行的()
(2019年第24题)国家治理体系是在党领导下管理国家的制度体系,是一整套紧密相连、相互协调的国家制度;国家治理能力则是运用国家制度管理社会各方面事务的能力。二者的关系主要表现为
Aninvisibleborderdividesthosearguingforcomputersintheclassroomonthebehalfofstudents’careerprospectsandthosea
GoldRushinCaliforniaVocabularyandExpressionsnuggetsawmillfinancierNewsofJamesMarshall’sdiscoveryofgold
Indiansaregenerallyreligiousandfamilyoriented,andtheirlivesaredeeply【C1】______intradition.Theinterestsofthefami
最新回复
(
0
)