For each blank in the following passage there are four words or phrases marked A, B, C and D. Fill in each blank with the word or phrase that best fits the context.
To advertise effectively today, you must abandon the old-school idea of “reaching the masses”. All advertising is local and personal. The key to effective advertising today is to focus on the 50 .
Some are the 51 ways every advertiser could work out. You can print a specific offer of your goods or service on door-hangers and place them on doorknobs in your area. Door-hangers on doorknobs will produce results in direct 52 about the strength of your offer. If you need to reach the drivers, flyer (宣传单) under windshield (挡风玻璃) wipers may have better effect than door-hangers. Imagine, how 53 if you hire someone to be a walking ad or launch a T-shirt advertising, 54 , you can print your products on T-shirts of your 55 . In the early 1970s “Hamp Baker says Drive with Care” was spray-painted on cars, which was a public service ad. Ever since, spray-painted sign has become more and more 56 .
More grand ways are as follows: virtual showroom. Build a website to 57 a virtual showroom. Use it when people call to ask 58 about your company, your products or your services. Also you can even use an old slide projector to put on a nighttime show. They’re 59 effective, and in the long run, cheap. Nothing is quite as powerful as a public 60 that seizes the public’s attention. You can invite a band to give a performance.
61 , you can hire famous models to show it vividly.
Nothing screams “expert” quite as loudly as a book written about a subject. You simply can’t 62 the power of your name on the cover of a book. You might only sell a few copies online, but the copies you give away in your town will make you a fortune. You won’t make money on the book. You’ll make it because of the book.
Of course, word-of-mouth is the best way to promote your 63 . Friends and past customers recommend your products to their family, friends and colleagues. Word-of-mouth works because the 64 is based on previous positive experiences.
50. A. content B. product C. individual D. style
51. A. strange B. common C. amusing D. perfect
52. A. description B. decision C. discussion D. permission
53. A. stupid B. funny C. impressive D. ridiculous
54. A. that is B. first of all C. as a result D. generally speaking
55. A. customers B. employers C. consumers D. employees
56. A. expensive B. valueless C. popular D. meaningless
57. A. refer to B. serve as C. stand for D. keep off
58. A. location B. business-hours C. salary D. details
59. A. unbelievably B. consequently C. accidentally D. occasionally
60. A. speech B. sport C. debate D. performance
61. A. For example B. Moreover C. However D. To be exact
62. A. create B. change C. imagine D. overuse
63. A. production B. friendship C. management D. business
64. A. information B. relationship C. pronunciation D. achievement
