1 . The AIDA model is the foundation of modern marketing and advertising practice. It outlines the four basic steps used to persuade potentials to make a purchase. The first three steps lie in creating attention (A), decorating interest (I), and building desire (D) for the product, before the fourth step — the “call to action” (A) — tells them exactly how and where to buy. AIDA can channel the customer’s feelings through each stage toward reaching a sale.

Attracting the customer’s attention is the first challenge and this may be achieved by using an attracting phrase or picture. Once someone’s attention has been clutched, it must be turned into real interest. This is best done by providing a brief description of the product’s benefits to the consumer rather than simply listing the product’s main features or problem-solving claims.

Now, it is time to transform that interest into a desire for a product or service. This is where consumers need to believe their lives could be better by possessing the product. It could be a vital step towards turning a potential into a real customer.

“Call-to-action” is where all of the initial hard work pays off and leads to the action from a potential customer. For example, they might pick up the phone to discuss the idea of a trial of the services or, alternatively, they may just buy that product or service that has been promoted to them all along.

And AIDA is used to great effect in the movie industry. Movie studios begin their marketing campaigns months in advance. The campaigns develop by offering attractive flashes of the movie without giving too much away. Desire is inspired by the release of the full preview which is fully designed to show the exciting moments of the movie, from special effects to humorous lines of dialogue on the opening weekend. Advertisements in newspapers and on television focus on the movie’s release, inviting the consumer to go and buy a ticket.

1. What is the purpose of practising AIDA?

A．To create jobs.	B．To increase sales.
C．To research markets.	D．To introduce products.

2. What does the underlined word “clutched” mean in Paragraph 2?

A．Seized.

B．Freed.

C．Cheated.

D．Affected.

3. In which stage of the AIDA model may a customer call to try the service?

A．Action.

B．Interest.

C．Desire.

D．Attention.

4. Why does the author mention the movie industry in the last paragraph?

A．To design an AIDA model.	B．To display how AIDA works.
C．To show how to make a movie.	D．To advertise the movie industry.

2 . 阅读下面短文，在空白处填入1个适当的单词或括号内单词的正确形式。

Tea is a healthy drink. Drinking tea in China could be considered as an art and to help people achieve a sense of calm and renewed energy. It is also     1     way to enjoy life better.

Stories     2     are about the discovery of tea are different depending on the people who you ask, but we know that Chinese people have been drinking tea since Shennong, 5,000 years ago. Usually, tea     3     (believe) to be medicinal, and is so central to     4     (day) life that an old Chinese saying includes tea in a list of seven important contents to be gathered each morning, along with firewood, rice, oil, salt, soy and vinegar.

Tea serves three primary     5     (purpose) traditionally in Chinese society: to show status, to bring people together and to improve wellness.

Drinking tea together is a sign of respect. In ancient times, “tribute tea”(贡茶) was     6     (special) kept for and presented to the Emperor. Tea still has a place in the life of the average people. It is common     7     (give) guests a cup of tea to welcome them into the home. But tea is more than a key of social customs. It is meant to act     8     a medium through which people can become much     9     (close) to nature. Drinking tea out in nature will create a spiritual connection to the environment and make people feel     10     (relax).

3 . 阅读下面材料,根据其内容和所给段落开头语续写两段,使之构成一篇完整的短文。续写的词数应为150左右。

When I was in seventh grade, my parents paid a tutor(家庭教师) forty dollars a week for her coming to my house and helping me with math. It ended up raising my marks from fifty to fifty-five.

I had to admit it was mainly my fault. Maybe I should have concentrated my math from the beginning. But studying math was a tough thing. Sitting on a chair to work on confusing math problems for two hours was a slow and painful process. During the process, I would fidget(坐立不安) and have many trips to the refrigerator in an attempt to get off that chair for at least five minutes.

During math tests, my teachers would always stay by my desk. My teachers and friends would frequently ask the question after tests,” How’s your math this time?" So I became extremely afraid of math. While normal people of my age were scared of some insects and adventurous travels, I feared anything to do with numbers. The thought of a teacher picking on me in class made me feel scared. The red marks on the test paper were also terrifying.

My fear of math got worse in ninth grade. Every report card I received from my new math teacher Ms Robbins had the comment to encourage me, "I'm glad to do what I can to help you.” But I couldn't tell her the real reason why I didn't ask for help-I didn’t want to be considered stupid. Every question I had was, in my opinion at the time, something that the whole class had understood but I. So instead, I ended up not caring about anything related to math, without working hard on math at all. And I concluded everything would work out in the end

Eventually, my classmates and I took the final test that would lead to our graduation from middle school and stepping into high school. Days after the exam-- on a rainy summer morning, Ms. Robbins called me.

Paragraph 1:

With worry and uncertainty, I entered her office.

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Paragraph 2:

After I took the courage to tell my parents the bad news, they were silent.

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4 . Whom should you marry? Where should you live? How should you spend your time? For centuries, people have relied on their gut instincts (直觉) to figure out the answers to these life-changing questions. Now, though, there is a better way. We are living through a data explosion, as vast amounts of information about all aspects of human behavior have become more and more accessible. We can use this big data to help determine the best course to chart.

There has long been overwhelming- and often surprising- evidence that algorithms (算法) can be much better than people at making difficult decisions. Researchers have collected data on various kinds of choices people make, the information they base those choices on, and how things turn out. They have found, for example, that a simple data-driven algorithm would have been better than judges at deciding whether a defendant should stay in jail (监狱) or be released; better than doctors at deciding whether a patient should get a procedure; and better than school principals at deciding which teachers should be promoted.

The power of data analysis has been proved in the sports and business worlds, too. As made famous by the book and movie Moneyball, baseball teams found that algorithms were better than scouts (物色优秀运动员的人) at picking players, and better than managers at picking strategies. In finance, the hedge fund (避险基金) Renaissance Technologies dramatically defeated competitors by seeking out patterns in stock market data and using them to inform its investment strategy. Tech firms in Silicon Valley have found that data from experiments provides better insights into how to design their websites than designers could.

These are the early days of the data revolution in decision-making. I am not claiming that we can completely outsource (外包) our lifestyle choices to algorithms, though we might get to that point in the future. I am claiming instead that we can all dramatically improve our decision-making by consulting evidence mined from thousands or millions of people who faced dilemmas similar to ours. And we can do that now.

1. What makes people better at finding answers to life-changing questions?

A．People’s better gut instincts.	B．Changed human behavior.
C．The modern information era.	D．Various courses accessible.

2. According to paragraph 2, algorithms might NOT defeat people in ______.

A．court rulings	B．job promotions
C．operative estimation	D．teaching practices

3. What can we learn from paragraph 3?

A．The plot of the movie Moneyball is related to successful data analysis.

B．Scouts and managers are not needed in successful baseball teams.

C．The hedge fund Renaissance Technologies had some financial problems.

D．Tech firms in Silicon Valley mainly relied on data to design websites.

4. Which of the following will the author most probably agree with?

A．The modern information era is mature enough to take advantage of.

B．People should outsource all the lifestyle choices to algorithms.

C．With big data people can learn from countless similar examples.

D．Face-to-face consultation will be the major trend in the future.

5 . Gardeners who use pesticides are contributing to the decline of British songbirds, a study suggests. Scientists have urged people to stop “spraying their gardens with poisons” in order to halt bird decline and adopt instead wildlife-friendly practices. The results of the University of Sussex study, which researchers call the first of its kind, were published in the journal Science of the Total Environment.

The experiment, which surveyed 615 gardens in Britain, found 25% fewer house sparrows when glyphosate (草甘膦) was used regularly. This is an ingredient found in commonly used herbicide (除草剂) brands such as Roundup or Gallup. Slug pellets (鼻涕虫杀虫剂) also seemed to have an impact on bird sightings; in gardens where Slug pellets were used, house sparrow numbers were down by almost 40%.

Prof. Dave Goulson, of the school of life sciences at the University of Sussex, said, “The UK has 22 million gardens, which collectively could be a fantastic refuge for wildlife, but not if they are overly tidy and sprayed with poisons. We just don’t need pesticides in our gardens. Many towns around the world are now pesticide free. We should simply ban the use of these poisons in urban areas, following the example of France.” The Royal Horticultural Society, the UK’s leading gardening charity, said the use of pesticides and herbicides should be avoided if possible and they should only be used, if ever, in small and targeted applications.

The research also found that those who adopted wildlife-friendly practices such as planting native shrubs and flowers, or digging a wildlife pond, saw more birds than those who did not. Cannelle Tassin de Montaigu, a PhD researcher within the school of life sciences and an author of the study, said, “It’s encouraging to find that simple measures, such as planting native shrubs and trees and creating a pond, together with avoiding the use of pesticides, really make a measurable difference to the number of birds you will see in your garden.”

1. What does the underlined word “halt” in paragraph 1 most probably mean?

A．Stop.

B．Attract.

C．Note.

D．Witness.

2. Why are the statistics mentioned in paragraph 2?

A．To reveal the severe influence of pesticides on birds.

B．To compare the effects of two kinds of pesticides.

C．To convince readers of the importance of house sparrows.

D．To help gardeners choose the proper pesticides.

3. What can be inferred from Prof. Dave Goulson’s words?

A．The ideal places for wildlife in the UK are extremely tidy gardens.

B．The gardens in the UK are so tidy that pesticides are not needed.

C．Pesticides should be prohibited from use throughout the UK.

D．Some countries like France have made urban areas pesticide free.

4. What is the last paragraph mainly about?

A．Alternative methods to keep gardens tidy.

B．Assistant ways to increase the number of birds.

C．Gardeners’ attitudes towards the experiment.

D．Other researchers’ interest in the experiment.

6 . There are things we all do, or don’t do, that lead us to waste far more time than we realize in the moment. The biggest time regret, I think, is dwelling on (沉湎于) mistakes and shortcomings.

    1     In a study, researchers asked subjects to spend money during an imaginary trip to the mall. Before “shopping”, some subjects were asked to recall a past financial mistake. They found those subjects were more likely to incur (招致) debt. Dwelling made them feel like a failure and told them there was no need to try, because they already sucked. So, they got further into debt when already feeling like an over spender. Of course, we don’t want to skip over our mistakes or ignore them either.     2    

I also missed too much for fear of my own shortcomings.     3     I wanted to travel after high school, but I went to university close to home instead, because I was too shy to meet new people and was afraid I couldn’t make it in another city. After university, I wanted to be a writer, but I decided to find a more stable, accessible job instead, because that’s easier.     4     I decided to find work I actually enjoyed, travel more and live somewhere else. I made a ton of mistakes along the way, but the bigger mistake was not trying sooner.

    5     So, never beat yourself up over your mistakes and shortcomings. The sooner you learn from them, the sooner you can free up your time and energy to live the life you want.

A．Eventually, I got tired of this.

B．Regret is another big waste of time.

C．I was doing it for the wrong reason that I was afraid to fail.

D．For years, I stayed in a comfortable place, doing things I disliked.

E．The goal is to learn something from them, and then release the failure.

F．When you finally relate it to your own past experiences, it probably becomes easier.

G．Dwelling on mistakes wastes time and, worse still, makes us more likely to repeat mistakes.

7 . The Munfords were moving into a house they bought. They wanted to see if all the furniture was in good condition before they used it. James Munford was_________ the built-in drawers in the closet last month, when he found two cases holding 46 gold Liberty $5 coins and 18 Morgan silver dollars that were made in the 1800s. They looked really old, like they were really worth a lot of _________.

James and his wife, Clarrisa, who are both retired thought the coins are _________a family heirloom (传家宝), so they went ahead and made sure the owner _________them back. James texted pictures of the _________to the home’s former owner and made plans to _________them.

“We really didn’t know anything about the _________of the coins. We really didn’t _________, to be honest with you. We knew they were not ours,” said Clarrisa Munford, who runs a restaurant business.

The home’s _________owner, who asked not to be __________, estimated (估算) that the coins were worth about $25,000. He said he’d put the containers in the back of his sock drawer a few months ago for safe keeping and didn’t see it in his__________ to get packed up and moved out of the house. The rest of his coin collection was in his safe. He didn’t realize the coins were __________until the Munfords contacted him. He added that he would never have known if they had __________to sell the coins and keep the money for themselves.

The Munfords are still unpacking and their furniture just arrived last week, so they haven’t had a __________to see if there are any other __________.

1.

A．trying

B．repairing

C．removing

D．checking

2.

A．trouble

B．money

C．effort

D．time

3.

A．specially

B．actually

C．probably

D．exactly

4.

A．got

B．put

C．gave

D．held

5.

A．closets

B．drawers

C．cases

D．coins

6.

A．return

B．collect

C．sell

D．examine

7.

A．number

B．origin

C．value

D．use

8.

A．believe

B．care

C．understand

D．agree

9.

A．generous

B．real

C．kind

D．former

10.

A．named

B．paid

C．rewarded

D．praised

11.

A．attempt

B．hope

C．hurry

D．demand

12.

A．missing

B．old

C．dangerous

D．secure

13.

A．struggled

B．decided

C．helped

D．promised

14.

A．place

B．means

C．chance

D．desire

15.

A．choices

B．problems

C．suggestions

D．surprises

8 . As we all know, insects can be remarkably agile (灵活的) in flight. This is really hard to build into flying robots, but MIT Assistant Professor Kevin Yufeng Chen has developed an insect-sized drone (无人机) that approaches insects’ agility.

Typically, drones require wide open spaces. “If we look at most drones today, they’re usually quite big,” says Chen. “Most of their applications involve flying outdoors. The question is: Can you create an insect-sized drone that can move around in very crowded and complex spaces?”

According to Chen, he overcame many problems when building the drone. The insect-sized drone requires a fundamentally different construction from a larger one. The large drone is usually powered by a motor, but the motor loses efficiency as you shrink it. So, Chen says, “For an insect-sized drone, you need to look for alternatives.” The principal alternative until now has been employing a small, rigid actuator (执行器) built from new materials. Chen designed a more agile tiny drone using soft actuators instead of hard ones.

Each actuator can beat nearly 500 times per second and weighs just 0.6 gram, approximately the mass of a large bee. It gives the drone insect-like agility. “You can hit it when it’s flying, and it can recover,” says Chen. “It can also turn over in the air.” The drone looks a bit like a tiny cassette tape with wings, though Chen is also working on a new one shaped like a dragonfly.

Chen says his drone can be useful in industry and agriculture. It can perform machinery inspections to ensure safety and function. Its potential applications include completing search-and-rescue missions following a disaster. “All those things can be very difficult for existing large-scale drones,” Chen explains.

1. What can we know about the actuator designed by Chen?

A．It weighs about six grams.

B．It drives the insect-sized drone.

C．It loses efficiency too much.

D．It employs conventional materials.

2. Which word can best describe Chen’s work?

A．Easy.

B．Costly.

C．Fruitless.

D．Challenging.

3. What does the last paragraph mainly tell us about the new drone?

A．Its safety standards.	B．Its flying range.
C．Its possible applications.	D．Its design principle.

4. Which is the most suitable title for the text?

A．An Insect-like Small Drone

B．The Future of Insect-sized Drones

C．How Drones Will Change the Agriculture

D．What Challenge Drone Development Faces

9 . Everyone has “down days”. Maybe it’s because of the bad weather, or the disappointing grades on a difficult test, and some days teenagers just act uninterested in life or school. But these symptoms(症状) often pass quickly, as teens move on to new school subjects, or meet with friends to prevent themselves from thinking what troubles them at the moment. But if a teenager displays symptoms of sadness for more than two lasting weeks, it might point to something serious.

As teenagers develop, they push new boundaries(边界), complain about rules and look for more free rights from their parents. According to the online Health Guide on Adolescent Development, parents must be lasting figures in their teenagers’ life, providing safe boundaries for teens to grow, even if the teenagers act like these boundaries are unwanted.

Parents need to provide rules, while also remaining flexible(灵活的) and respectful of the growing teens’ need for freedom. For example, teenagers will often feel frustrated, embarrassed, and even angry that thought they want freedom, they still need to ask their parents for an agreement to go to a friend’s house, or need their mothers to take them to school.

The US Department of Education says that parents should respect and support their teen’s choices as long as those choices won’t have long-term harmful effects. For example, even if a parent doesn’t enjoy the music his or her teen listens to, it’s unlikely that the choice of music will prevent that teen from entering a good college, or lead to health problems. However, if that teen is drinking alcohol and driving, parents must get through strict punishments to teach that there are bad results for poor choices that come with increased freedom.

1. Why do teen’s feelings of bad days usually disappear quickly?

A．Their teachers help them.

B．They take some medicine.

C．Their parents talk with them.

D．They change their attention.

2. What does the example in paragraph 3 show?

A．Freedom must be given at anytime.

B．Teens are mad at being controlled.

C．Teens need both freedom and proper rules.

D．Rules must be absolutely strict for teens.

3. What should parents do about their teens’ choices?

A．Support their helpful hobbies.	B．Tell them which college to attend.
C．Cancel their after-school activities.	D．Get them away from singing pop songs.

4. What is the best title for the text?

A．How to Be With Growing Teens

B．Causes of Teens’ Sadness

C．Teens’ Worries About Strict Rules

D．The Importance of Making Friends With Teens

10 . 阅读下面短文，在空白处填入1个适当的单词或括号内单词的正确形式。

Drinking two or more cups of black tea a day     1    (be) associated with lower risk of death from all causes, according to a new study     2    (publish) Monday in Annals of Internal Medicine.

The study looked at nearly 500,000 men and women aged 40 to 69 years old who participated     3     the UK Biobank, which houses in-depth genetic and health information, between 2006 and 2010. The database included information participants reported about     4    (they) own tea drinking habits, such as     5    (frequent) and what they added to their cup.

Some participants didn’t drink black tea a tall, but since the data came from the United Kingdom, there were plenty of people who drank it     6    (regular) and some who drank up to 10 cups a day, said lead study author Maki Inoue-Choi.

The Biobank followed up about 10 years after the     7    (origin) survey, and researchers found that people who drank two or more cups of tea daily in the interim(其间) were less likely     8    (die) from causes such as heart disease.

The research is     9     exciting look into tea drinking habits, but there is still more work     10     needs to be done before recommending dietary changes, said Howard Sesso, an associate professor of medicine at Harvard Medical School, who was involved in the study.