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.

點評：

本文屬于新聞報導，主要講的是：如今電子商務越來越發(fā)達，各行各業(yè)都面臨挑戰(zhàn)。廣告公司也要突破以往的盈利模式、采取新的策略才能制勝。

由于本文只是純粹的描述和報導、并不涉及作者的觀點態(tài)度，所以后面的三道題均為句意理解題和細節(jié)題，只要找準相關位置定位，轉(zhuǎn)換原文內(nèi)容即可，難度不大。實際上，只要把握好文章前三段的要義，基本就可以回答出問題了。