Online advertising is simply advertising that is done over the Internet．For those interested in such a strategy, there are a number of options and some have found a way to advertise online through things that do not appear to be traditional advertising mediums．While the effects of online advertising are still being studied, it is a rapidly-growing segment of the advertising dollar.

As more people turn to the Internet as a source for daily news, socialization and communication, more advertising dollars are likely to be spent．In fact, in a period of five years, from 2006 to 2010, online advertising is expected to increase from 6 percent of all money spent for advertising, to 12 percent or more．That could signify the beginning of a fundamental shift in how all advertising dollars are spent.

Online advertising is also quickly becoming a serious force for other types of advertising media to deal with．Newspapers and magazines all over the world are facing a number of different challenges, including loss of ad revenue．Many attribute some of those struggles to online advertising, which is not only taking a share of the advertising, but a share of the audience as well．This is especially true of the young adult male audience, which is a target demographic of many advertisers.

   However, newspapers and magazines are not the only media dealing with lower revenue．The remarkable thing about online advertising is its ability to cut across the range．For example, online ads can look like television commercials on print ads．The possibilities are limitless．Further, because of hypertext（超文本） linking, advertisers have the power to transport potential buyers directly to their site, or a site selling their products.

In some cases, online advertising may not look like advertising at all．There was one case where a video was put on an online video sharing web site supposedly showing popcorn being popped by radiation put out from mobile phones．While this was later revealed as a hoax, the company that put the video online received a substantial amount of free, or nearly free, publicity．The company sold headset devices meant to help limit an individual’s exposure to radiation.

    is no pay unless there are results．With click-through advertising, the advertiser only pays if a user clicks on the ad．This type of strategy can make advertising very cost effective, especially for those who do not have large advertising budgets.

1．Suppose a total of 20 million pounds is spent on advertising industry in 2010, then about _____ million pounds goes to online advertising.

       A．1.2                     B．2.4                     C．3.6                  D．4.8

2．Online advertising is more favorable than other types of advertising in that ______.

       A．it is more cost effective

       B．it can appear in different forms, such as print ads or television commercial

       C．the Internet has become an essential part of our daily life

       D．all of the above

3．In paragraph 5, the author uses popcorn as an example to ______.

       A．show that popcorn is a kind of junk food

    B．prove that online advertising can achieve the expected result without looking like advertising

    C．indicate that radiation from mobile phones are harmful to our health

    D．persuade people to reduce exposure to radiation 

4．The passage mainly deals with ______.

       A．an attempt to introduce online advertising

       B．the unusual success of online advertising

       C．the important role of online advertising in our daily life

       D．the fact that online advertising has become a threat to other types of advertising