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.

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).

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.

With worry and uncertainty, I entered her office.

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

9 . 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.