3 . 听下面一段独白，回答以下小题。

8 . Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of Friends, a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston’s with a few taps on their remote control. “It’s been the year of interactive television advertising for the last ten or twelve years,” says Colin Dixon of a digital-media consultancy.

So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism.     1     Cablevision 8 hopes to allow customers to buy things with their remote controls early next year.

Television advertising could do with a boost. Spending fell by 10% in the first half of the year.     2     Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates — especially important at a time when marketing budgets are tight. With the launch of interactive advertising, “many of the dollars that went to the Internet will come back to the TV,” says David Kline of Cablevision. Or so the industry hopes.

In theory, interactive advertising can engage viewers in a way that 30-second spots do not. Unilever recently ran an interactive campaign for its Axe deodorant (除臭剂), which kept viewers engaged for more than three minutes on average.

    3     Magna, an advertising agency, reckons it will be worth about $138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has surged: it expects its revenues almost to triple this year. BSkyB, Britain’s biggest satellite-television service, already provides 9 million customers with interactive ads.

    4     Click-through rates have been high so far (around 3%—4%, compared with less than 0.3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.

Ways to Enhance Your Business

Anytime an organization introduces a new product into the market, there is a standard rate of adoption that occurs among customers. The question that organizations face when introducing new products is how they can accelerate the adoption rate. There are several proven ways to do this:

Communication

One of the     1     that organizations face with new products is that customers don’t know about them or understand what benefits they might bring. That’s why     2     a new product with a marketing and awareness campaign is so critical. Whether it’s built around word of mouth or     3     marketing, the goal is to make customers aware of the product so that you can increase the possibility that they will be willing to try it.

Observable benefit

TV infomercials often     4     some product that’s put to some odd test, like knives that cut tissue paper and tomatoes equally well. The point of these commercials is to demonstrate “observable benefit”. There is real value in helping your customers see the     5     benefits of using your new product. It is powerful to make those benefits clearly observable. For instance, we have a client whose businesses help fundraisers raise more money. To help increase the adoption rate, they offer customers the opportunity to upload their donor base for free so that they can     6     the list and determine how much more money they could raise with his system. That, then, creates an observable win and a strong promise to get someone to     7     the product over the long run.

Offer a free trial

Giving someone a 30-day free trial is a very powerful way to get them to use your product quickly and then,     8     , to continue using that product after the trial ends. Remember that trials lead to sales, which lead to repeat sales. So when you’re ready to     9     a new product into the market, look for ways to use these strategies to increase the rate at which your new and existing customers     10     to it. That’s when the real wins happen and where the money is.