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Why do advertisers like the new auction-based service for display advertising？
A．Because more people can see the advertisement.
B．Because the service brings them more profit.
C．Because they only pay for results.
D．Because the service offers more flexibility and control.
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It is evident that the reader approaches the classified advertisement in a different frame. of mind from that in which he approaches the other advertisements in the paper. He turns to a page of classified advertisements to search for the particular advertisement that will meet his needs. As his attention is voluntary, the advertiser does not need to rely to much extent on display type to get the reader's attention.
Formerly all classified advertisements were of the same size and did not have display type. With the increase in the number of such advertisements, however, each advertiser within a certain group is vying with others in the same group for the reader's attention. In many cases the result has been an increase in the size of the space used and the addition of headlines and pictures. In that way the classified advertisement has in reality become a display advertisement. This is particularly true of real-estate advertising.
Classified advertising is different from display advertising because ______.
A．all advertisements of a certain type are grouped together
B．it is more distinguished
C．it is more expensive
D．nowadays the classified advertisements are all of the same size
A、Henry Ford
B、Samuel Slater
C、Adam Smith
D、Alexander Hamilton
A、make a reservation through e-mail
B、make a face-to-face reservation
C、make a call reservation
D、make an internet reservation
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 "costper-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.
By saying "It will represent a 'watershed moment' in the evolution of the internet as an advertising medium" ,the trade magazine suggests ______
A．Google and Yahoo! share advertising revenues with television networks
B．the success of Google and Yahoo takes a turning-point to online advertising
C．America's three big television networks play an important role in the development of advertising medium
D．Google and Yahoo! build up their status in advertising
Last week a corollary (推论) was proposed to the patients' bill of rights now before Congress: a right to medical privacy. Beginning in 2002 ,under rules set to become law in February ,patients would be able to decide the conditions under which their personal medical data could leak. They would be able to examine their records and make corrections. They could learn who else had seen the information. Improper use of records by a caregiver or insurer could result in both civil and criminal penalties. The plan was said to be an unprecedented step toward putting Americans back in control of their own medical records.
While the administration declared that the rules as an attempt to strike a balance between the needs of consumers and those of the health-care industry, neither doctors nor insurance companies were happy. The doctors said the rules could actually destroy privacy, pointing to a stipulation allowing managed-care plans to use personal information without consent if the purpose was "health-care operations". That, physicians said, was a loophole (漏洞) through which Health Maintenance organizations and other insurers could pry(窥探)into the doctor-patient relationship, in the name of assessing the quality of care. Meanwhile, the insurers protested that the roles would make them vulnerable to lawsuits. They were especially disturbed by a stipulation holding them liable for privacy breaches (违背)by "business partners" such as lawyers and accountants. Both groups agreed that privacy protections would drive up the cost of health care by at least an additional $ 3.8 billion, and maybe much more, over the next five years. They also complained about the increased level of federal scrutiny required by the new rules' enforcement rules.
one aim of the rules is to reassure patients about confidentiality, thereby encouraging them to be open with their doctors. Today various cancers and other embarrassing diseases can go untreated because patients are afraid of embarrassment or of losing insurance coverage. The fear is real: an official noted that a January poll by Princeton Survey Research Associates found that one in six U. S. adults had at some time done something unusual to conceal medical information, such as paying cash for services.
What can be inferred from "technology is a two-edged sword" in Paragraph 1 ？
A．Patients can benefit a lot from medical technology.
B．People are suffering from misuse of medical technology.
C．We should be aware of the danger brought by medical technology.
D．Despite treatment improvement, technology can be harmful.
A．Be honest to their doctors.
B．Control their medical information.
C．Determine how to make their medical records.
D．Accuse the insurers of making use of their medical dam.
Doctors have their own special sleep problems. Residents (住院医生) are famously sleep deprived. When I was training to become a neurosurgeon, it was not unusual to work 40 hours in a row without rest. Most of us took it in stride, confident we could still deliver the highest quality of medical care. Maybe we shouldn't have been so sure of ourselves. An article in the Journal of the American Medical Association points out that in the morning after 24 hours of sleeplessness, a person's motor performance is comparable to that of someone who is legally intoxicated. Curiously, surgeons who believe that operating under the influence is grounds for dismissal often don't think twice about operating without enough sleep.
"I could tell you horror stories." says Jaya Agrawal, president of the American Medical Student Association, which runs a website where residents can post anonymous anecdotes. Some are terrifying. "I was operating after being up for over 36 hours," one writes. "I literally fell asleep standing up and nearly face planted into the wound."
"Practically every surgical resident I know has fallen asleep at the wheel driving home from work." writes another. "I know of three who have hit parked cars. Another hit a 'Jersey barrier' on the New Jersey Turnpike. going 65 m. p？h." "Your own patients have become the enemy," writes a third, because they are "the one thing that stands between you and a few hours of sleep."
Agrawal's organization is supporting the Patient and Physician Safety and Protection Act of 2001, introduced last November by Representative John Conyers Jr. of Michigan. Its key provisions, modeled on New York State's regulations, include an 80-hour workweek and a 24-hour work-shift limit. Most doctors, however, resist such interference. Dr. Charles Binkley, a senior surgery resident at the University of Michigan, agrees that something needs to be done but believes "doctors should be hound by their conscience, not by the government'.
The U. S. controls the hours of pilots and truck drivers. But until such a system is in place for doctors, patients are on their own. If you're worried about the people treating you or a loved one, you should feel free to ask how many hours of sleep they have had and if more-rested staffers are available. Doctors, for their part, have to give up their pose of infallibility(不出错)and get the rest they need.
What can we learn from Paragraph 1 ？
A．People who sleep less than 8 hours a day are more prone to illness.
B．Poor sleep quality may be a sign of physical disorder.
C．Stroke is often associated with sleep.
D．Too much sleep can be as harmful as lack of sleep.
As long as her parents can remember, 13-year-old Katie Hart has been talking about going to college. Her mother, Tally, a financial-aid officer at an Ohio university, knows all too well the daunting calculus of paying for a college education. Last year the average yearly tuition at a private, four-year school climbed 5.5 percent to more than $ 17, 000. The Harts have started saving, and figure they can afford a public university without a problem. But what if Katie applies to Princeton (she's threatening), where one year's tuition, room and board--almost $ 34, 000 in 2002--will cost more than some luxury cars？ Even a number cruncher like Tally admits it's a little scary, especially since she'll retire and Katie will go to college at around the same time. Paying for college has always been a humbling endeavor. The good news: last year students collected $ 74 billion in financial aid, the most ever. Most families pay less than full freight. Sixty percent of public-university students and three quarters of those at private colleges receive some form. of financial aid--mostly, these days, in the form. of loans. But those numbers are not as encouraging as they appear for lower-income families, because schools are changing their formulas for distributing aid. Eager to boost their magazine rankings, which are based in part on the test scores of entering freshmen, they're throwing more aid at smarter kids--whether they need it or not.
The best way to prepare is to start saving early. A new law passed last year makes that easier for some families. So-called 529 plans allow parents to sock away funds in federal-tax-free-investment, accounts, as long as the money is used for "qualified education expenses" like tuition, room and board. The plans aren't for everyone. For tax reasons, some lower and middle-income families may be better off choosing other investments. But saving is vital.
Aid packages usually come in some combination of grants, loans and jobs. These days 60 percent of all aid comes in the form. of low-interest loans. All students are eligible for "unsubsidized" federal Stafford loans, which let them defer interest payments until after graduation. Students who can demonstrate need can also qualify for federal Perkins loans or "subsidized" Staffords, where the government pays the interest during school.
Traditional scholarships, academic or athletic, are still a part of many families' planning. Mack Reiter, a 17-year-old national wrestling champion, gets so many recruiting letters he throws most away. He'll almost certainly get a free ride. Without it, "we would really be in a bind," says his mother, Janet. For everyone else,it's worth the effort to pick through local and national scholarship offerings, which can be found on Web sites like collegeboard, com.
What does the author intend to illustrate with the example of the Harts？
A．The difficulty of paying the tuition.
B．The increasing tuition in the university.
C．The far-sight of the parents.
D．The promising future of Katie.
A．The Harts like a public university better than a private one.
B．It is much easier to pay the tuition at present.
C．All students con get the subsidized loans.
D．Traditional scholarships are still attractive to some families.
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