ENCONTRÉ EN LA RED MATERIAL MUY COMPLETO PARA PRACTICAR LA COMPRENSIÓN DE TEXTOS EN INGLÉS., LA LIGA ES:
Practice GMAT Reading Comprehension Question
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.
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Which of the following most accurately states the
main idea of the passage?
<div
class="inline-question-answer-button">Show Answer</div>
Correct Answer: D
<div
class="inline-question-exp-button">Show Explanation</div>
A main idea runs throughout the entire passage.
Consequently, an idea that appears in one paragraph only to disappear in
another is not the main idea. In this passage, the first paragraph introduces
the main theme and the remaining paragraphs develop it by providing examples.
In many ways, the last sentence of the first paragraph serves as a thesis
statement indicating the main thrust of the article ("the differing
dynamics of the Internet pose unique challenges to advertisers, forcing them
to adapt their practices and techniques on a regular basis.")
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