2014年9月高口阅读

SECTION 5：READING TEST

Section 5 Q1-3

答案：

1. What does Pete Stein mean by saying that "We're all in" (para. 1)?

Now they’re earning a share of the profit from the rejiggered site, rather than working for a fee. Therefore by saying "We're all in", Pete Stain means that if profits don’t go up, there's no way for them to get their costs paid.

2. Explain the sentence "The relationship between the cost of advertising and the resulting impact on revenue has always been tenuous." (para. 2)

For a long time, ad agencies didn’t need to care about the advertising’s impact on their revenue. Because no matter how much the advertising cost, the hefty commissions paid by media buyers would sustain ad agencies.

3. Why do advertising agencies consider new strategies? What is the new compensation structure?

Because media buyers don’t pay the hefty commissions any more, which makes ad agencies’ profit margins shrivel, so this financial pressure forces advertising agencies to consider new strategies.

The new compensation structure is bonuses tied directly to the performance of the client’s product.

点评：

本文属于新闻报导，主要讲的是：如今电子商务越来越发达，各行各业都面临挑战。广告公司也要突破以往的盈利模式、采取新的策略才能制胜。

由于本文只是纯粹的描述和报导、并不涉及作者的观点态度，所以后面的三道题均为句意理解题和细节题，只要找准相关位置定位，转换原文内容即可，难度不大。实际上，只要把握好文章前三段的要义，基本就可以回答出问题了。