2 . You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses. You like the idea because it seems easy to do and economical. However, you've never tried this before so you question whether this method will bring you _________.

All Forms of Advertising Work! However, you have to clearly understand how the advertising medium _________and realize that each form has its limitations along with costs associated with it.

Advertising in any medium has always been about _________ and getting your name remembered. It's called “Branding”. Study businesses that use television commercials. They are _________ repeating their business message 1000 times a day. They are the best free examples to watch and learn from.

_________, you can conclude that the more your prospects see your name or message repeated, the easier it is for them to get to know you and what you offer. Then it becomes an easier task to get them to buy from you. So how does post card advertising work? You create an ad on a(n) _________ in your favorite graphics（图像） or word program. Then use the mail merge feature（邮件合并功能） in the program to insert mailing addresses automatically. As long as you haven't set up your address book, you would need to do this before you do a mail merger. Print out the cards, stamp them and then mail them out. If done _________ and repeatedly, your customer base will grow. These are the simple mechanics of post card advertising.

How much should you send out? I would start small and build from that. This gives you the ability to spend a little at a time while _________ how much each mail out converts. This keeps your advertising costs down and _________.

Start with 500 post cards a month. Only target customers you know that would use your product and/or services. Then I would repeat the mail out to the same group over the next 1-2 years. Even if they do not buy the first or second time after they've received your card, they are beginning to get to know you and your product and/or services. As time goes by, your chances of convert them to a buyer __________. There is also a good chance that those you target may pass your offer onto someone else.

3 . When we choose a word we do more than give information; we also express our feelings about whatever we're describing. Words point to _________ but often connect these to attitudes at the same time; they can also _________ the beliefs and attitudes of other people. How would the different descriptions affect the listeners? The fact that words can _________ like this is important and valuable, for it adds a(n) _________ to our communication with one another. Advertisers make use of it in a number of ways.

The producer needs a name that will do _________ than just label(贴标签): he wants a name that brings suitable _________ as well-the ideas that the word brings to the mind will help _________ the product. If all were sold at the same price, which coat or suit would you choose from this range of shades—Dark Tan Brown, Mud Brown.

Just because of this, the advertiser is very _________ a bout the way he describes his product and what effect it will bring _________. Almost every advertisement has certain key words (sometimes, but not ________, in bold or large letters, or beginning with a capital letter)that are intended to be persuasive(具有说服力的), __________ at the same time appearing to be informative. It's difficult enough __________ to describe what a thing is and how it works in words, especially in a few words, but the writers who write for the advertisements also try to __________ feelings, associations(关联)and attitudes. Some words seem to have been so __________ in selling that the advertisers use them almost as if they were a magic key to a certain sale. How __________, for instance, have you come across the word “golden” in advertisements?

One thing reminds us of another especially if we often see them together. As a matter of fact, these __________, also called “associations” are sometimes more imaginary than real: for many people a robin(知更鸟)suggests Christmas, for others silver candlesticks suggest wealth. The tricks of the advertising business are all examples of the advertiser encouraging us to associate products with those things he thinks we really __________ —a good job, a sport car, a beautiful girlfriend-perhaps most of all a feeling of __________. The advertiser often creates a “good image(形象)” of the product by showing us someone who uses his product and who leads the kind of life we should like to lead. We buy not just the product but the sense of importance that goes __________ it. We drink Coca-Cola not just for the taste, but because we'd like to be thought of as being as cheerful as the __________ people who drink it in the ads.