题目内容
Are new government regulations threatening the company's profitability？ Only after the fundamental needs of a corporation have been established can the basic objective for a corporate program be isolated; without such a clearly defined objective the campaign will have little effect.
Note that we have spoken of "an objective," not a set of objectives. One cannot create at favorable climate among the financial community, emphasize one's concern for the environment, seek to attract new employees by the creation of a progressive image, give direct support to sales staff, and emphasize social responsibility, all in a single campaign. A scattering of diverse messages will confuse the reader and in the end he will absorb nothing.
After the prime reason for investment in the campaign has been decided upon, the second step is to collect all the information that one wishes to convey to the selected audiences. Since there is only objective for the campaign, one assumes that the audience has already been clearly identified during the selection of the objective.
The third step involves the selection of the best possible media to be used in the campaign. It is alarming how many advertising experts first create the campaign and then select the media. The print media are quite distinct from such media as radio and television in their advertising capabilities. Even within the print media there are critical differences in style. and approach which must be noted by anyone designing an advertisement for printing in a newspaper as opposed to a magazine. Magazine advertising in turn is not one unified field, for there are many different types of magazines and journals directed to entirely different audiences.
The fourth and last step is to find a suitable creative approach. If the objective is to develop a receptive climate among the financial community, for example, it would be a mistake to work with too much illustration and too few detailed data, too many clever words and too few facts and figures. In a campaign aimed at fixing in the consciousness of the general public an image of the company as a progressive and innovative leader in its field, on the other hand, it might be appropriate to emphasize dramatic illustrations and not take the chance of boring the audience with facts.
According to the author, the most important step in developing an effective campaign is ______.
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Marie Curie was the first female professor at Sevres, a college for girls who wanted to teach higher education. These twenty-year-olds would【C3】______ become professors. Marie was not liked by her pupils during her first year as a professor.【C4】______ her second year, the students loved her. One student reported that the courses taught by Marie were "the【C5】______ reference during the entire length of my【C6】______ . She didn't dazzle us, she【C7】______ us, attracted us, held us with her simplicity, her【C8】______ to be useful to us, the sense she had of both our ignorance and our【C9】______ " She was the first to take her students into the laboratory to【C10】______ manipulate their newly-learned theories. She also taught by example, and invited the physics class to hear the【C11】 of her dissertation. Marie argued for the【C12】______ of additional, difficult tests given only to the female students. She also【C13】______ the dean to provide calculus classes to the female students. Marie wanted the girls to have the【C14】______ to succeed in academia and fought tooth and nail to provide every【C15】______ .
This woman is known for her scientific discoveries and the progress【C16】______ from them. Of course her scientific discoveries are【C17】______ and useful. It is also important to understand the kind of woman that she was. She was stubborn,【C18】______ she hated to lose, but it was her goal to use science to help the world in whatever way possible. Her stubbornness led to persistence and【C19】______ . These qualities promoted the use of her brilliance. The love and support of her family taught Marie to never question the possibilities that stood【C20】______ her.
【C1】
听力原文：M: Did you feel like you need more hours from the day？ Well, Good Housekeeping Magazine has some advice on how you can stop wasting 'time and get it all done. And here with the top ten tips, is Carolyn Forte. Hey, Carolyn, good morning!
W: Good morning, Hoda. Nice to be here!
M: Your No.1 tip is bank online. Some people are afraid to do it, but you say it's something smart.
W: Yeah, it is very safe. And we certainly recommend that you use your own bank's website. So [19] go to the bank, talk to the consumer service representatives there. It's the best way to find out how safe it is and how easy...
M: And how much time do you think you could save, Carolyn, by doing that？
W: If you're making transfers, or checking your statements, you can save up to an hour.
M: The second tip is online grocers. Now, that's really not for everyone, but you actually go grocery shopping online.
W: That's exactly what you do. If you are the type of person that wants to read every label and look at every piece of fruit, it's probably not for you. [20] But if you wanna give up a little control, you can definitely save some time.
M: And what's the good strategy if you decide to shop online？
W: What I would suggest is do the staples online.
M: What do they include？
W: [21] The brands that you use all the time. the paper products, the cleaning products, the cereals-get them online and go to the store for the meat in the produce.
M: That's enlightening.
(20)
听力原文：M: It's nice and quiet here, away from the dust and noise of city. And our apartments are new and well furnished.
W: It's a good place except it is a bit far from the place where we work. Anyway, I'll talk with my husband tonight and give you a call tomorrow.
Q: What is the woman doing？
(19)
听力原文： [29] Moods, say the experts, are feelings that are likely to be fixed, having effects on one's outlook for hours, days, weeks or even years. That's great if your mood is a pleasant one, but it will be a problem if you are sad, anxious, angry or simply lonely.
Perhaps the best way to deal with such moods is to talk them out; sometimes, though, there is no one to listen. Modem pharmacy offers a lot of anti-anxiety drugs. [30]What many people don't realize, however, is that scientists have discovered the effectiveness of several non-drag methods to make you free from an unwanted mood. These can be just as useful as drags, and have the added benefit of being non-poisonous. So next time you feel out of sorts, don't head for the drug store—try the following method.
[30] Of all the mood-changing self-help techniques, aerobic exercise seems to be the best cure for a bad mood. "If you could keep the exercise, you'd be in high spirits," says Kathryn Lance, author of Running for Health and Beautv. Researchers have explained biochemical and various other changes that make exercise seem preferable to drags as a mood-raiser. Physical work such as housework, however, does little. [31] The key is aerobic exercise—running, cycling, walking, swimming, or other repetitive activities that increase the heart rate and circulation, and improve the consumption of oxygen. You may do them for at least 20 minutes a time, three to five times a week.
(30)
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