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
Q146. > 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.
According to the passage, which of the following best describes the current status of pop-up ads?
- Widely used
- Less popular now than at earlier times
- A frequent target of click fraud
- Non-existent due to pop-up blockers
- Increasingly popular due to search engines
Solution : A frequent target of click fraud
Q147. > 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.
According to the passage, which of the following best describes the practice of click fraud?
- Clicking on the banner advertisements of rival companies
- Using software to block advertisements
- Utilizing search engine optimization to visit the pages of competitor
- Fraudulently purchasing products online
- Clicking on the pay-per-click ads of competitors
Solution : Clicking on the pay-per-click ads of competitors
Q148. > 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.
According to the passage, the largest point at which the television and Internet differ as an advertising medium is:
- The type of individual each medium reaches
- Whether the medium is interactive
- The pace at which the medium evolves
- The cost of advertising with each medium
- Whether each medium contains drawbacks
Solution : The pace at which the medium evolves
Q149. > 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 passage implies that which of the following attributes will be the most important for future success in online advertising:
- Flexible creativity
- Disciplined patience
- Uniform approach
- Ruthless tenacity
- Eclectic approach
Solution : Flexible creativity
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Q150. > 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 words best describes the author’s tone in the passage?
- Critical
- Analytical
- Frustrated
- Biased
- Surprised
Solution : Analytical
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