Reading Comprehension
Reading Comprehension: English Reading Comprehension Exercises with Answers, Sample Passages for Reading Comprehension Test for GRE, CAT, IELTS preparation
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English Reading Comprehension Test Questions and Answers. Improve your ability to read and comprehend English Passages
Q141. > Environmental protection and management is deservedly attracting a lot
> of attention these days. This is a desirable development in the face
> of the alarming rate of natural resource degradation which greatly
> hampers their optimal utilization. When waste waters emanating from
> municipal sewage, industrial effluent, agricultural and land runoffs,
> find their way either to ground water reservoirs or other surface
> water sources, the quality of water deteriorates, rendering it unfit
> for use. The natural balance is disturbed when concentrated discharges
> of waste water is not controlled. This because the cleansing forces of
> nature cannot do their job in proportion to the production of filthy
> matter. According to the National Environment Engineering and Research
> Institute (NEERI), a staggering 70 percent of water available in the
> country is polluted. According to the Planning Commission, “From the
> Dal lake in the North to the Periyar and chaliyar rivers in the South,
> from Damodar and Hoogly in the East to the Thane creek in the West,
> the picture of water pollution is uniformly gloomy. Even our large
> perennial rivers, like the Ganga, are today heavily polluted.”
>
> According to one study, all the 14 major rivers of India are highly
> polluted. Besides the Ganga, these rivers include the Yamuna, Narmada,
> Godavari, Krishna and Cauvery. These rivers carry 85 percent of the
> surface runoff and their drainage basins cover 73 percent of the
> country. The pollution of the much revered Ganga is due in particular
> to municipal sewage that accounts for 3/4th of its pollution load.
> Despite India having legislation on water pollution [The water
> (Prevention and Control of Pollution) Act, 1974] and various water
> pollution control boards, rivers have today become synonymous with
> drains and sewers. Untreated community wastes discharged into water
> courses from human settlements account for four times as much waste
> water as industrial effluent. Out of India’s 3,119 towns and cities,
> only 217 have partial (209) or full (8) sewerage treatment facilities
> and cover less than of third of the urban population, Statistics from
> a report of the Central Board for Prevention and Control of Water
> Pollution reveal that 1,700 of 2,700 water using industries in India,
> are polluting the water around their factories. Only 160 industries
> have waste water treatment plants. One estimate suggests that the
> volume of waste water of industrial origin will be comparable to that
> of domestic sewage in India by 2000 A.D. Discharges from agricultural
> fields, which carry fertilizing ingredients of nitrogen, phosphorus
> and pesticides are expected to be three times as much as domestic
> sewage. By that date, thermal pollution generated by discharges from
> thermal power plants will be the largest in volume. Toxic effluents
> deplete the level of oxygen in the rivers, endanger all aquatic life
> and render water absolutely unfit for human consumption, apart from
> affecting industrial production. Sometimes, these effects have been
> disastrous. A recent study reveals that the water of the Ganga,
> Yamuna, Kali and Hindon rivers have considerable concentration of
> heavy metals due to inflow of industrial wastes, which pose a serious
> health hazard to the millions living on their bands. Similarly, the
> Cauvery and Kapila rivers in Karnataka have been found to contain
> metal pollution which hreatens the health of people in riverine towns.
> The Periyar, the largest river of Kerala, receivers extremely toxic
> effluent that result in high incidence of skin problems and fish
> kills. The Godavari of Andhra Pradesh and the Damodar and Hoogly in
> West Bengal receive untreated industrial toxic wastes. A high level of
> pollution has been found in the Yamuna, while the Chambal of Rajasthan
> is considered the most polluted river in Rajasthan. Even in
> industrially backward Orissa, the Rushikula river is extremely
> polluted. The fate of the Krishna in Andhra Pradesh, the Tungabhadra
> in Karnataka, the Chaliyar in Kerala, the Gomati in U.P., the Narmada
> in M.P. and the Sone and the Subarnarekha rivers in Bihar is no
> different. According to the W.H.O., eighty percent of diseases
> prevalent in India are water-borne; many of them assume epidemic
> proportions. The prevalence of these diseases heighten under
> conditions of drought. It is also estimated that India loses as many
> as 73 million man days every year due to water borne diseases, costing
> Rs. 600 crore by way of treatment expenditure and production losses.
> Management of water resources with respect to their quality also
> assumes greater importance especially when the country can no more
> afford to waste water. The recent Clean-the-Ganga Project, with an
> action plan estimated to cost the exchequer Rs. 250 crore (which has
> been accorded top priority) is a trend setter in achieving this goal.
> The action plan evoked such great interest that offers of assistance
> have been received from France, U.K., U.S. and the Netherlands, as
> also from the World Bank. This is indeed laudable. Poland too has now
> joined this list. The very fact that these countries have volunteered
> themselves to contribute their mite is a healthy reflection of global
> concern over growing environmental degradation and the readiness of
> the international community to participate in what is a truly
> formidable task. It may be recalled that the task of cleansing the
> Ganga along the Rishikesh-Hardwar stretch under the first phase of
> the Ganga Action Plan, has been completed and the results are reported
> to be encouraging. The crisis of drinking water is deepening because
> water resources are drying up and the lowering of ground water through
> over pumping, this is compounded by the pollution of water resources.
> All these factors increase the magnitude of the problem. An assessment
> of the progress achieved by the end of March 1985, on completion of
> the first phase of the International Drinking Water Supply and
> Sanitation Dacade (1981–91), reveals that drinking water has been made
> available to 73 percent of the urban population and 56 percent to the
> rural population only. This means that nearly half the country’s rural
> population has to get drinking water facilities. This needs to be
> urgently geared up especially when considered against the Government’s
> professed objective of providing safe drinking water and sanitation to
> all by the end of the International Drinking Water Supply and
> Sanitation Decade, i.e., March 1991. The foremost action in this would
> be to clean up our water resources. As per surveys conducted by the
> NEERI, per capita drinking water losses in different cities in the
> country range between 11,000 to 31,000 liters annually. This indicates
> a waste level of 20-35 percent of the total flow of water in the
> distribution system, primarily due to leaks in mains and household
> service pipes. Preventive maintenance programme would substantially
> reduce losses/wastages and would certainly go a long way in solving
> the problem. According to the Union Ministry of Works and Housing, out
> of 2.31 lakh problem villages identified in 1980, 1.92 lakh (83
> percent) villages have been provided with at least one source of
> drinking water as of March 1986. The balance (38,748) villages are
> expected to be covered during the seventh plan. A time-bound national
> policy on drinking water is being formulated by Government, wherein
> the task is proposed to be completed by the end of the seventh plan.
> An outlay of Rs. 6,522.47 crores has been allotted for the water
> supply and sanitation sector in the seventh plan period, against an
> outlay of Rs. 3,922.02 crores in the sixth plan. Of this, outlay for
> rural water supply sector is Rs. 3,454.47 crores. It is expected that
> this outlay would help to cover about 86.4 percent of the urban and
> 82.2 percent of the rural population with safe drinking water facilities by March 1991.Hygienic sanitation facilities would be
> provided to 44.7 percent and 1.8 percent of the urban and rural
> population respectively within, the same period.
The crisis of drinking water is caused chiefly by:
- the greenhouse effect.
- water pollution caused by industrial development.
- drying up of water sources and over-pumping.
- increasing urbanization.
- None of the above.
Solution : drying up of water sources and over-pumping.
Q142. > Environmental protection and management is deservedly attracting a lot
> of attention these days. This is a desirable development in the face
> of the alarming rate of natural resource degradation which greatly
> hampers their optimal utilization. When waste waters emanating from
> municipal sewage, industrial effluent, agricultural and land runoffs,
> find their way either to ground water reservoirs or other surface
> water sources, the quality of water deteriorates, rendering it unfit
> for use. The natural balance is disturbed when concentrated discharges
> of waste water is not controlled. This because the cleansing forces of
> nature cannot do their job in proportion to the production of filthy
> matter. According to the National Environment Engineering and Research
> Institute (NEERI), a staggering 70 percent of water available in the
> country is polluted. According to the Planning Commission, “From the
> Dal lake in the North to the Periyar and chaliyar rivers in the South,
> from Damodar and Hoogly in the East to the Thane creek in the West,
> the picture of water pollution is uniformly gloomy. Even our large
> perennial rivers, like the Ganga, are today heavily polluted.”
>
> According to one study, all the 14 major rivers of India are highly
> polluted. Besides the Ganga, these rivers include the Yamuna, Narmada,
> Godavari, Krishna and Cauvery. These rivers carry 85 percent of the
> surface runoff and their drainage basins cover 73 percent of the
> country. The pollution of the much revered Ganga is due in particular
> to municipal sewage that accounts for 3/4th of its pollution load.
> Despite India having legislation on water pollution [The water
> (Prevention and Control of Pollution) Act, 1974] and various water
> pollution control boards, rivers have today become synonymous with
> drains and sewers. Untreated community wastes discharged into water
> courses from human settlements account for four times as much waste
> water as industrial effluent. Out of India’s 3,119 towns and cities,
> only 217 have partial (209) or full (8) sewerage treatment facilities
> and cover less than of third of the urban population, Statistics from
> a report of the Central Board for Prevention and Control of Water
> Pollution reveal that 1,700 of 2,700 water using industries in India,
> are polluting the water around their factories. Only 160 industries
> have waste water treatment plants. One estimate suggests that the
> volume of waste water of industrial origin will be comparable to that
> of domestic sewage in India by 2000 A.D. Discharges from agricultural
> fields, which carry fertilizing ingredients of nitrogen, phosphorus
> and pesticides are expected to be three times as much as domestic
> sewage. By that date, thermal pollution generated by discharges from
> thermal power plants will be the largest in volume. Toxic effluents
> deplete the level of oxygen in the rivers, endanger all aquatic life
> and render water absolutely unfit for human consumption, apart from
> affecting industrial production. Sometimes, these effects have been
> disastrous. A recent study reveals that the water of the Ganga,
> Yamuna, Kali and Hindon rivers have considerable concentration of
> heavy metals due to inflow of industrial wastes, which pose a serious
> health hazard to the millions living on their bands. Similarly, the
> Cauvery and Kapila rivers in Karnataka have been found to contain
> metal pollution which hreatens the health of people in riverine towns.
> The Periyar, the largest river of Kerala, receivers extremely toxic
> effluent that result in high incidence of skin problems and fish
> kills. The Godavari of Andhra Pradesh and the Damodar and Hoogly in
> West Bengal receive untreated industrial toxic wastes. A high level of
> pollution has been found in the Yamuna, while the Chambal of Rajasthan
> is considered the most polluted river in Rajasthan. Even in
> industrially backward Orissa, the Rushikula river is extremely
> polluted. The fate of the Krishna in Andhra Pradesh, the Tungabhadra
> in Karnataka, the Chaliyar in Kerala, the Gomati in U.P., the Narmada
> in M.P. and the Sone and the Subarnarekha rivers in Bihar is no
> different. According to the W.H.O., eighty percent of diseases
> prevalent in India are water-borne; many of them assume epidemic
> proportions. The prevalence of these diseases heighten under
> conditions of drought. It is also estimated that India loses as many
> as 73 million man days every year due to water borne diseases, costing
> Rs. 600 crore by way of treatment expenditure and production losses.
> Management of water resources with respect to their quality also
> assumes greater importance especially when the country can no more
> afford to waste water. The recent Clean-the-Ganga Project, with an
> action plan estimated to cost the exchequer Rs. 250 crore (which has
> been accorded top priority) is a trend setter in achieving this goal.
> The action plan evoked such great interest that offers of assistance
> have been received from France, U.K., U.S. and the Netherlands, as
> also from the World Bank. This is indeed laudable. Poland too has now
> joined this list. The very fact that these countries have volunteered
> themselves to contribute their mite is a healthy reflection of global
> concern over growing environmental degradation and the readiness of
> the international community to participate in what is a truly
> formidable task. It may be recalled that the task of cleansing the
> Ganga along the Rishikesh-Hardwar stretch under the first phase of
> the Ganga Action Plan, has been completed and the results are reported
> to be encouraging. The crisis of drinking water is deepening because
> water resources are drying up and the lowering of ground water through
> over pumping, this is compounded by the pollution of water resources.
> All these factors increase the magnitude of the problem. An assessment
> of the progress achieved by the end of March 1985, on completion of
> the first phase of the International Drinking Water Supply and
> Sanitation Dacade (1981–91), reveals that drinking water has been made
> available to 73 percent of the urban population and 56 percent to the
> rural population only. This means that nearly half the country’s rural
> population has to get drinking water facilities. This needs to be
> urgently geared up especially when considered against the Government’s
> professed objective of providing safe drinking water and sanitation to
> all by the end of the International Drinking Water Supply and
> Sanitation Decade, i.e., March 1991. The foremost action in this would
> be to clean up our water resources. As per surveys conducted by the
> NEERI, per capita drinking water losses in different cities in the
> country range between 11,000 to 31,000 liters annually. This indicates
> a waste level of 20-35 percent of the total flow of water in the
> distribution system, primarily due to leaks in mains and household
> service pipes. Preventive maintenance programme would substantially
> reduce losses/wastages and would certainly go a long way in solving
> the problem. According to the Union Ministry of Works and Housing, out
> of 2.31 lakh problem villages identified in 1980, 1.92 lakh (83
> percent) villages have been provided with at least one source of
> drinking water as of March 1986. The balance (38,748) villages are
> expected to be covered during the seventh plan. A time-bound national
> policy on drinking water is being formulated by Government, wherein
> the task is proposed to be completed by the end of the seventh plan.
> An outlay of Rs. 6,522.47 crores has been allotted for the water
> supply and sanitation sector in the seventh plan period, against an
> outlay of Rs. 3,922.02 crores in the sixth plan. Of this, outlay for
> rural water supply sector is Rs. 3,454.47 crores. It is expected that
> this outlay would help to cover about 86.4 percent of the urban and
> 82.2 percent of the rural population with safe drinking water facilities by March 1991.Hygienic sanitation facilities would be
> provided to 44.7 percent and 1.8 percent of the urban and rural
> population respectively within, the same period.
The best remedy for water shortage lies in:
- putting up more pumps in rural areas.
- cleaning up polluted water.
- reducing the waste level of 25-30 percent of the total flow of water.
- constructing large-sized dams.
- None of the above.
Solution : cleaning up polluted water.
Q143. > Environmental protection and management is deservedly attracting a lot
> of attention these days. This is a desirable development in the face
> of the alarming rate of natural resource degradation which greatly
> hampers their optimal utilization. When waste waters emanating from
> municipal sewage, industrial effluent, agricultural and land runoffs,
> find their way either to ground water reservoirs or other surface
> water sources, the quality of water deteriorates, rendering it unfit
> for use. The natural balance is disturbed when concentrated discharges
> of waste water is not controlled. This because the cleansing forces of
> nature cannot do their job in proportion to the production of filthy
> matter. According to the National Environment Engineering and Research
> Institute (NEERI), a staggering 70 percent of water available in the
> country is polluted. According to the Planning Commission, “From the
> Dal lake in the North to the Periyar and chaliyar rivers in the South,
> from Damodar and Hoogly in the East to the Thane creek in the West,
> the picture of water pollution is uniformly gloomy. Even our large
> perennial rivers, like the Ganga, are today heavily polluted.”
>
> According to one study, all the 14 major rivers of India are highly
> polluted. Besides the Ganga, these rivers include the Yamuna, Narmada,
> Godavari, Krishna and Cauvery. These rivers carry 85 percent of the
> surface runoff and their drainage basins cover 73 percent of the
> country. The pollution of the much revered Ganga is due in particular
> to municipal sewage that accounts for 3/4th of its pollution load.
> Despite India having legislation on water pollution [The water
> (Prevention and Control of Pollution) Act, 1974] and various water
> pollution control boards, rivers have today become synonymous with
> drains and sewers. Untreated community wastes discharged into water
> courses from human settlements account for four times as much waste
> water as industrial effluent. Out of India’s 3,119 towns and cities,
> only 217 have partial (209) or full (8) sewerage treatment facilities
> and cover less than of third of the urban population, Statistics from
> a report of the Central Board for Prevention and Control of Water
> Pollution reveal that 1,700 of 2,700 water using industries in India,
> are polluting the water around their factories. Only 160 industries
> have waste water treatment plants. One estimate suggests that the
> volume of waste water of industrial origin will be comparable to that
> of domestic sewage in India by 2000 A.D. Discharges from agricultural
> fields, which carry fertilizing ingredients of nitrogen, phosphorus
> and pesticides are expected to be three times as much as domestic
> sewage. By that date, thermal pollution generated by discharges from
> thermal power plants will be the largest in volume. Toxic effluents
> deplete the level of oxygen in the rivers, endanger all aquatic life
> and render water absolutely unfit for human consumption, apart from
> affecting industrial production. Sometimes, these effects have been
> disastrous. A recent study reveals that the water of the Ganga,
> Yamuna, Kali and Hindon rivers have considerable concentration of
> heavy metals due to inflow of industrial wastes, which pose a serious
> health hazard to the millions living on their bands. Similarly, the
> Cauvery and Kapila rivers in Karnataka have been found to contain
> metal pollution which hreatens the health of people in riverine towns.
> The Periyar, the largest river of Kerala, receivers extremely toxic
> effluent that result in high incidence of skin problems and fish
> kills. The Godavari of Andhra Pradesh and the Damodar and Hoogly in
> West Bengal receive untreated industrial toxic wastes. A high level of
> pollution has been found in the Yamuna, while the Chambal of Rajasthan
> is considered the most polluted river in Rajasthan. Even in
> industrially backward Orissa, the Rushikula river is extremely
> polluted. The fate of the Krishna in Andhra Pradesh, the Tungabhadra
> in Karnataka, the Chaliyar in Kerala, the Gomati in U.P., the Narmada
> in M.P. and the Sone and the Subarnarekha rivers in Bihar is no
> different. According to the W.H.O., eighty percent of diseases
> prevalent in India are water-borne; many of them assume epidemic
> proportions. The prevalence of these diseases heighten under
> conditions of drought. It is also estimated that India loses as many
> as 73 million man days every year due to water borne diseases, costing
> Rs. 600 crore by way of treatment expenditure and production losses.
> Management of water resources with respect to their quality also
> assumes greater importance especially when the country can no more
> afford to waste water. The recent Clean-the-Ganga Project, with an
> action plan estimated to cost the exchequer Rs. 250 crore (which has
> been accorded top priority) is a trend setter in achieving this goal.
> The action plan evoked such great interest that offers of assistance
> have been received from France, U.K., U.S. and the Netherlands, as
> also from the World Bank. This is indeed laudable. Poland too has now
> joined this list. The very fact that these countries have volunteered
> themselves to contribute their mite is a healthy reflection of global
> concern over growing environmental degradation and the readiness of
> the international community to participate in what is a truly
> formidable task. It may be recalled that the task of cleansing the
> Ganga along the Rishikesh-Hardwar stretch under the first phase of
> the Ganga Action Plan, has been completed and the results are reported
> to be encouraging. The crisis of drinking water is deepening because
> water resources are drying up and the lowering of ground water through
> over pumping, this is compounded by the pollution of water resources.
> All these factors increase the magnitude of the problem. An assessment
> of the progress achieved by the end of March 1985, on completion of
> the first phase of the International Drinking Water Supply and
> Sanitation Dacade (1981–91), reveals that drinking water has been made
> available to 73 percent of the urban population and 56 percent to the
> rural population only. This means that nearly half the country’s rural
> population has to get drinking water facilities. This needs to be
> urgently geared up especially when considered against the Government’s
> professed objective of providing safe drinking water and sanitation to
> all by the end of the International Drinking Water Supply and
> Sanitation Decade, i.e., March 1991. The foremost action in this would
> be to clean up our water resources. As per surveys conducted by the
> NEERI, per capita drinking water losses in different cities in the
> country range between 11,000 to 31,000 liters annually. This indicates
> a waste level of 20-35 percent of the total flow of water in the
> distribution system, primarily due to leaks in mains and household
> service pipes. Preventive maintenance programme would substantially
> reduce losses/wastages and would certainly go a long way in solving
> the problem. According to the Union Ministry of Works and Housing, out
> of 2.31 lakh problem villages identified in 1980, 1.92 lakh (83
> percent) villages have been provided with at least one source of
> drinking water as of March 1986. The balance (38,748) villages are
> expected to be covered during the seventh plan. A time-bound national
> policy on drinking water is being formulated by Government, wherein
> the task is proposed to be completed by the end of the seventh plan.
> An outlay of Rs. 6,522.47 crores has been allotted for the water
> supply and sanitation sector in the seventh plan period, against an
> outlay of Rs. 3,922.02 crores in the sixth plan. Of this, outlay for
> rural water supply sector is Rs. 3,454.47 crores. It is expected that
> this outlay would help to cover about 86.4 percent of the urban and
> 82.2 percent of the rural population with safe drinking water facilities by March 1991.Hygienic sanitation facilities would be
> provided to 44.7 percent and 1.8 percent of the urban and rural
> population respectively within, the same period.
Out of the total outlay for water supply and sanitation in the seventh plan, rural water supply sector would receive.
- about 53 percent.
- over 80 percent.
- between 65 and 80 percent.
- equal to 44.7 percent.
- None of the above.
Solution : about 53 percent.
Q144. > Marketing executives in television work with a relatively stable
> advertising medium. In many ways, the television ads aired today are
> similar to those aired two decades ago. Most television ads still
> feature actors, still run 30 or 60 seconds, and still show a product.
> However, the differing dynamics of the Internet pose unique challenges
> to advertisers, forcing them to adapt their practices and techniques
> on a regular basis.
>
> In the early days of Internet marketing, online advertisers employed
> banner and pop-up ads to attract customers. These techniques reached
> large audiences, generated many sales leads, and came at a low cost.
> However, a small number of Internet users began to consider these
> advertising techniques intrusive and 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 in hopes of capturing market share in the burgeoning online
> economy. As consumers became more sophisticated, frustration with
> these online advertising techniques grew. Independent programmers
> began to develop tools that blocked banner and pop-up ads. The
> popularity of these tools exploded when the search engine Google, at
> the time an increasingly popular website fighting to solidify its
> place on the Internet with giants Microsoft and Yahoo, offered free
> software enabling users to block pop-up ads. The backlash against
> banner ads grew as new web browsers provided users the ability to
> block image-based ads such as banner ads. Although banner and pop-up
> ads still exist, they are far less prominent than during the early
> days of the Internet.
>
> 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 circumvented 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 venues for pay-per-click advertising,
> companies began turning to pay-per-click marketing in droves. However,
> as with the banner and pop-up ads that preceded them, pay-per-click
> ads came with their drawbacks. 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
> increase the marketing cost of the competitor. Click fraud grew so
> rapidly that marketers sought to diversify their online positions away
> from pay-per-click marketing through new mediums.
>
> Although pay-per-click advertising remains a common and effective
> advertising tool, marketers adapted yet again to the changing dynamics
> of the Internet by adopting new techniques such as pay-per-performance
> advertising, search engine optimization, and affiliate marketing. As
> the pace of the Internet's evolution increases, it seems all the more
> likely that advertising successfully on the Internet will require a
> strategy that shuns constancy and embraces change.
The author implies what about the future of pay-per-performance advertising?
- Although it improves on pay-per-click advertising, it is still vulnerable to click fraud
- It will one day become extinct as Internet users discover drawbacks with it
- Internet users will develop free software to block its effectiveness
- t will eventually become less popular with advertisers as the Internet evolves and drawbacks emerge
- It will not face drawbacks due to its differing approach to online marketing
Solution : t will eventually become less popular with advertisers as the Internet evolves and drawbacks emerge
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Q145. > Marketing executives in television work with a relatively stable
> advertising medium. In many ways, the television ads aired today are
> similar to those aired two decades ago. Most television ads still
> feature actors, still run 30 or 60 seconds, and still show a product.
> However, the differing dynamics of the Internet pose unique challenges
> to advertisers, forcing them to adapt their practices and techniques
> on a regular basis.
>
> In the early days of Internet marketing, online advertisers employed
> banner and pop-up ads to attract customers. These techniques reached
> large audiences, generated many sales leads, and came at a low cost.
> However, a small number of Internet users began to consider these
> advertising techniques intrusive and 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 in hopes of capturing market share in the burgeoning online
> economy. As consumers became more sophisticated, frustration with
> these online advertising techniques grew. Independent programmers
> began to develop tools that blocked banner and pop-up ads. The
> popularity of these tools exploded when the search engine Google, at
> the time an increasingly popular website fighting to solidify its
> place on the Internet with giants Microsoft and Yahoo, offered free
> software enabling users to block pop-up ads. The backlash against
> banner ads grew as new web browsers provided users the ability to
> block image-based ads such as banner ads. Although banner and pop-up
> ads still exist, they are far less prominent than during the early
> days of the Internet.
>
> 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 circumvented 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 venues for pay-per-click advertising,
> companies began turning to pay-per-click marketing in droves. However,
> as with the banner and pop-up ads that preceded them, pay-per-click
> ads came with their drawbacks. 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
> increase the marketing cost of the competitor. Click fraud grew so
> rapidly that marketers sought to diversify their online positions away
> from pay-per-click marketing through new mediums.
>
> Although pay-per-click advertising remains a common and effective
> advertising tool, marketers adapted yet again to the changing dynamics
> of the Internet by adopting new techniques such as pay-per-performance
> advertising, search engine optimization, and affiliate marketing. As
> the pace of the Internet's evolution increases, it seems all the more
> likely that advertising successfully on the Internet will require a
> strategy that shuns constancy and embraces change.
Which of the following most accurately states the main idea of the passage?
- Although pay-per-click advertising remains a wide-spread and effective online advertising medium, its popularity is likely to diminish as the Internet evolves.
- Internet advertising is not well received by Internet users, causing independent programmers to subvert advertisers.
- Unlike the television, the Internet has experienced dramatic changes in short periods of time.
- Unlike the television, the Internet has evolved rapidly, forcing online marketers to develop new advertising strategies and mediums.
- The pace of the Internet’s evolution is increasing and will only increase in the future.
Solution : Unlike the television, the Internet has evolved rapidly, forcing online marketers to develop new advertising strategies and mediums.
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