Television is a relatively stable advertising medium. In many ways, the television ads today are almost the same to those two decades ago. Most television ads still feature actors, still run 30 or 60 seconds, and still show a product. However, the different medium of the Internet causes unique challenges to advertisers, forcing them to adapt their practices and techniques. In the early days of Internet marketing, online advertisers used banner and pop-up ads to attract customers. These techniques reached large audiences, led to many sales leads, and came at a low cost. However, a small number of Internet users began to consider these advertising techniques annoying. Yet because marketing strategies relying heavily on banners and pop-ups produced results, companies invested growing amounts of money into purchasing these ad types. As consumers became more complicated, frustration with these online advertising techniques grew. Independent programmers began to develop tools that blocked banner and pop-up ads. A major development in online marketing came with the introduction of pay-per-click ads. Unlike banner or pop-up ads, which originally required companies to pay every time a website visitor saw an ad, pay-per-click ads allowed companies to pay only when an interested potential customer clicked on an ad. More importantly, however, these ads are not affected by the pop-up and banner blockers. As a result of these advantages and the incredible growth in the use of search engines, which provide excellent places for pay-per-click advertising, a great number of companies began turning to pay-per-click marketing. However, as with the banner and pop-up ads, pay-per-click ads came with their shortcomings. When companies began pouring billions of dollars into this emerging medium, online advertising specialists started to notice the presence of what would later be called click fraud : representatives of a company with no interest in the product advertised by a competitor click on the competitor's ads simply to... As an advertising medium, the television and the Internet mainly differ in _ . A) the type of individual each medium reaches B) whether the medium is interactive C) the pace at which the medium develops D) the cost of advertising with each medium
C
Over the last 70 years, researchers have been studying happy and unhappy people and finally found out ten factors that make a difference. Our feelings of well-being at any moment are determined to a certain degree by genes. However, of all the factors, wealth and age are the top two. Money can buy a degree of happiness. But once you can afford to feed, clothe and house yourself , each extra dollar makes less and less difference. Researchers find that, on average, wealthier people are happier. But the link between money and happiness is complex. In the past half-century, average income has sharply increased in developed countries, yet happiness levels have remained almost the same. Once your basic needs are met, money only seems to increase happiness if you have more than your friends, neighbors and colleagues. "Dollars buy status, and status makes people feel better," conclude some experts, which helps explain why people who can seek status in other ways---scientists or actors, for example--may happily accept relatively poorly-paid jobs. In a research, Professor Alex Michalos found that the people whose desires--not just for money, but for friends, family, job, health--rose furthest beyond what they already had, tended to be less happy than those who felt a smaller gap. Indeed, the size of the gap predicted happiness about five times better than income alone. "The gap measures just blow away the only measures of income." Says Michalos. Another factor that has to do with happiness is age. Old age may not be so bad. "Given all the problems of aging, how could the elderly be more satisfied?" asks Professor Laura Carstensen. In one survey, Carstensen interviewed 184 people between the ages of 18 and 94, and asked them to fill out an emotions questionnaire. She found that old people reported positive emotions just as often as young people, but negative emotions much less often. Why are old people happier? Some scientists suggest older people may expect life to be harder and learn to live with it, or they're more... According to the passage, the feeling of happiness _ . A) is determined partly by genes B) increases gradually with age C) has little to do with wealth D) is measured by desires
A
Q: One observation made by visitors is that Americans frequently prefer to answer with a brief "Yes", "No", "Sure", or the very popular "Yeah" rather than a longer reply. But brief replies do not mean Americans are impolite, rude or limited mentally. Very often, Americans are rushed and may greet you with a hurried "Hi". Indeed, this is a greeting you will hear again and again during your stay in the United States. It is used by everyone. However, those accustomed to longer, beautifully worded phrases may need a little more time before they feel comfortable with American" plain talk". Americans sometimes use plain talk when they are embarrassed. If people praise them or thank them in an especially courteous way, they may be embarrassed and not know what to say in reply. They do not want to be impolite or rude; you can be sure that they liked what was said about them. Except for certain holidays, such as Christmas, Americans do not usually give gifts. Thus, you will find Americans embarrassed as they accept gifts, especially if they have nothing to give in return. They are generally a warm but informal people! Which of the following is TRUE? A) Americans exchange gifts the first time they meet. B) Americans don't often give gifts except for some holidays. C) Americans often bring some gifts to their friends. D) Americans only want to get gifts from others.
A: B
Q: Relationships in general have gone downhill because of two factors:technology and our demanding drive for excitement. Body language, especially eye contact, is very important to a relationship. With one glance we can tell the mood of a close friend, if they are happy or sad. Thus, visual contact has a major impact on the amount of understanding we have with another person and the amount of connection that can be achieved. However, when the telephone, email and message come into play, all of that human interaction is lost. We have increasingly less human contact and start lacking social skills because of a lack of communication. Technology greatly influences our standpoint on how fast we think everything needs to be done. If you put a dollar in the soda machine, you expect the bottle to move forward and fall down to the bottom. You can' t count how many times you' ve _ the machine if it went too slow for your expectations. You wanted instant results, immediate fulfillment. Another shot against healthy relationships is everyone ' s demanding need for excitement. Society in general has increased its expectations for excitement. Little kids spending time playing outside together now replace that with hours of playing video games alone at home. On the weekends we seize every minute with " exciting" activities, rushing from one to the next. The effect on relationships from all these activities is that they take on more concern and that we have no patience for each other. Gradually we distance ourselves from our loved ones. According to the author, good relationship mainly relies on communicating _ . A) voice-to-voice B) face-to-face C) letter-to-letter D) signal-to-signal
A: B