PART I LISTENING COMPREHENSION In this section you will hear a mini-lecture. You will hear the lecture ONCE ONLY. While listening, take notes on the important points. Your notes will not be marked, but you will need them to complete a blank-filling task. Fill in each of the blanks with one or several words. Make sure the word(s) you fill in is (are) both grammatically and semantically acceptable. You will be given 10 minutes to finish the task. Advertising and the Media Advertising is important because no company can hope to (1)_______________ on any product without advertisements. There are three categories of media I. The (2) _______________ A. Newspapers, with these characteristics: a. Newspaper ads reach huge numbers of people. b. Local businesses advertise directly to their potential customers. c. Newspaper advertising is cheap. d. But with (3)_______________ , newspaper ads are not very exciting or glamorous. B. Magazines One great advantage of magazine advertising is that magazines have (4)_____________ . It allows a business to (5)_______________ to the people who are most interested in the product. The disadvantage is that advertising can be very expensive. II. The broadcast media A. Radio It has two of the same advantages as newspapers. As for the disadvantages, radio ads must be short, and they're not (6) _______________. B. Television TV is the most dramatic, so TV ads are (7)_______________ . But TV advertising is enormously expensive. III. (8)_______________ A. Mail The ad goes directly to the potential customers. However, many people often throw it away without reading it. B. Billboards Ads on billboards are colorful, eye-catching, the message is permanent, but the message must be short. C. Signs and posters at the supermarket They are usually used in “(9)_______________ ” advertising. Every business depends on advertising to attract and (10)_______________ . Advertisements are everywhere. They affect our everyday lives.