问题 单项选择题

Internet advertising is booming. The industry has gone from $ 9.6 billion in revenue in 2001 to $ 27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The internet accounts for only 5% of total spending on advertising, but that figure is expected to reach at least 20% in the next few years. The single largest category within this flourishing industry, accounting for nearly half of all spending, is "pay-per-click" advertising, which is used by firms both large and small to promote their wares.

The benefits of the pay-per-click approach over traditional advertising (television, radio, print and billboards are obvious. Since advertisers pay only to reach the small subset who actually respond to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay accordingly. The price: per click varies from $ 0.10 to as much as $ 30, depending on the keyword, though the average is around $ 0.50. Google made most of its $ 6.1 billion in revenue last year from pay-per-click advertising.

But as pay-per-click advertising has grown into a huge industry, concern has mounted over so-called "click fraud"--bogus clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus commissions. Click fraud can also be used by one company against another: clicking on a rival firm’s advertisements can saddle it with a huge bill. Bogus clicks are thought to account for around 10% of all click traffic, though nobody knows for sure.

A few months ago Mr. Gross pioneered an alternative to the pay-per-click model. In February, Snap, a search engine backed by Mr. Gross, launched "pay-per-action" (PPA), a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download.

Might this put an end to click fraud Don’t bet on it, says Mike Zeman at Starcom, an advertising agency. Payper-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser’s website. Google and its peers will be reluctant to be so dependent on factors outside their control. But Mr. Tobaccowala thinks pay-per-action could become a real alternative to pay-per-click. As bigger companies spend more on internet advertising; they will demand more accountability and a wider range of options, he says. At the very least, that means clamping down on click fraud; but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse.

Which of the following is true of the text()

A. Although the risk exists, the internet advertising still can earn a lot of profit

B. The PPA will substitute the original click advertising model

C. All operators start to satisfy the advertisers by using PPA

D. The entrepreneurs are pleasantly surprised by the temporary solution

答案

参考答案:A

解析:

[直击题眼] 文章第二段结尾:Google made most of its $6.1 billion in revenue last year from pay-per-click advertising.文章最后两段:A few months ago Mr. Gross pioneered an alternative to the pay-per-click model.…“pay-per-action” (PPA),a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download...But Mr. Tobaccowala thinks pay-per-action could become a real alternative to pay-per-click.As bigger companies spend more on internet advertising...

[深层剖析] 本题第二段结尾讲到Goole通过点击广告赚到很多利润,而后三段论述点击欺诈问题,即公司利润的风险,所以[A]正确。

[主干扰项分析] 根据文章最后两句话可以得知,按有效行为付费广告模式代替传统广告模式是有条件的,这意味着必须对点击欺诈进行打压。因此[则错误。[D]选项中谈到的临时解决方案指的是PPA,但它能否带来惊喜还没有定论。

[次干扰项分析] 文章中提到只有部分网络运营商开始或打算使用PPA,并非所有。因此[C]错误。◆谨记:含有绝对含义的选项往往错误。

阅读理解与欣赏

阅读下文,回答问题。

中国的资源、地理环境、社会经济等等特殊条件,都会影响中国的科技发展。在我与青年人接触中许多青年人热心于世界科技的发展,他们有志成为世界学者、国际学者,对国际的重大问题给予极大的关注。为此①,我要求他们多研究中国的重大问题。如中国长江三峡工程,这么大的水利资源要开发,在世界水利史上是少有的。为此②,世界上好多水利学家都想插一手,以流芳百世。这项工程出台时,遭到美国的反对,他们认为会破坏生态平衡,而现在美国商务部则忙于为美国公司提供有关中国三峡建设的信息和咨询,否则他们将难以介入。长江三峡还不算是中国的最大问题,最大的问题是中国西南地区的水利开发问题。第一,它占全部资源的50%~70%。西南地区的水利资源集中在南沙江、金沙江、怒江,横亘三个地区,落差1000米,水利资源极其丰富。它的开发,需要高落差水轮机。目前,这项技术在世界上都没有得到很好的解决。第二,这一资源的开发,是在崇山峻岭之中。怎样进去,这也是世界上极少碰到的问题,是搞飞艇呢,还是发明其他运输设备,这有待开发和探讨。因此,它们不仅是中国水利建设上的问题,也是科学技术的研究课题。

英法修隧道等是影响世界的重大问题。中国也有些跨世纪的问题,如怎样将雅鲁藏布江的水调到西北,彻底解决大西北的干旱问题,这也是跨世纪的工程,一旦实现,其经济效益之大是难以估量的。但这一问题的解决不是21世纪上半叶就可完成的,这是中国子孙万代的事业。

1.文中加点的两个“为此”各指的是什么?选出正确的一项(   )

A.①指许多青年人热心于世界科技的发展,关心国际的重大问题;②指世界水利史上少有的中国长江三峡工程。

B.①指中国的资源、地理环境、社会经济等等特殊条件,都会影响中国的科技发展;

②指世界上许多科学家都想插一手,以流芳百世。

C.①指许多青年人热心于世界科技的发展,关心国际的重大问题;②指世界上许多水利科学家都想插一手,以流芳百世。

D.①指中国的资源、地理环境、社会经济等等特殊条件,都会影响中国的科技发展;

②指世界水利史上少有的中国长江三峡工程。

2.文中提到了几个中国科技发展的重大问题,下列四项中不能与之并列的一个是(   )

A.中国长江三峡工程                      B.中国西南地区的水利开发

C.高落差水轮机的研制                    D.雅鲁藏布江的水调到西北

3.从文中看美国对三峡工程的态度为什么陡转?回答不确切的一项是(   )

A.阻不住便想插一手,想起领导作用        B.介入这一大工程可以赚大钱

C.想参与建设出名出成果而流芳百世        D.炫示和推销自己先进的科学技术

4.这段文章的中心内容是什么?请选出正确的一项(   )

A.中国的社会环境、经济条件、地理资源等影响中国的科技发展,应该加强研究。

B.中国的科学技术问题正成为世界科学技术的重大问题,应该多加关注。

C.中国的青年科学家应多研究中国科学技术的重大发展,不要老是关注世界科技的发展。

D.中同影响世界科技发展的跨世纪工程很多,经济效益不可估量。

单项选择题