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更多“What is the other advantage of living in the U. S. besides relaxed attitude？”相关的问题
What is the correct treatment of the estate income for individual income tax purposes？
A.The estate income is not taxable
B.The estate income will be taxed as occasional (ad hoc) income
C.The estate income will be taxed as other income
D.The estate income will be taxed as service income
M: OK. Now the ad did say that you have to have a savings account at our bank to be eligible. Do you have one here？
Q: What does the man want to know？
(19)
A．If the woman has taken other classes on personal finances.
B．Which seminar the woman wants to sign up for.
C．If the woman keeps money at the bank.
D．Where the woman learned about the seminar.
(b) The chief executive of Xalam Co, an exporter of specialist equipment, has asked for advice on the accounting
treatment and disclosure of payments made for security consultancy services. The payments, which aim to
ensure that consignments are not impounded in the destination country of a major customer, may be material to
the financial statements for the year ending 30 June 2006. Xalam does not treat these payments as tax
deductible. (4 marks)
Required:
Identify and comment on the ethical and other professional issues raised by each of these matters and state what
action, if any, Dedza should now take.
NOTE: The mark allocation is shown against each of the three situations.
Marketing by emailing is on the increase. Compared to other media, email messages are extremely cheap to send. With TV, you are spending on ad agencies and cable channels. With print ads, you are helping to keep newspapers and magazines alive. Direct mail costs more than $600 per thousand pieces. With email, there are almost no costs at all. Its low cost makes email marketing become the most cost-effective (划算的) advertising method available today. With TV, you do not know who is watching your ads. Even with direct mail, you cannot be sure that your mail has been delivered, or that anyone reads it when it gets there. With email, you know within 24 hours exactly which messages have been opened, by whom, what links the opener clicked on, and what part of your message was working. Email marketing has become the most cost-effective advertising method because _______.
A、it is of extremely low cost
B、it is a new marketing method
C、it is popular with young people
D、it is the best marketing method available
M: There are many, but I' m not sure exactly what you are looking for. All our hard candy Is In aisle 3. There are some herbal throat drops and breath mints by the register as you check out. But it sounds like what you' re talking about is in our pharmacy on your right.
W: Well, it' s not a breath mint or a regular hard candy. It came out pretty recently. If you' re coming down with a cold, and you take it, it keeps it away. And if you have a cold, it' s supposed to make it go away. I saw the ad on TV the other day. A big man with a red coat was on the ad.
M: Oh, that' s called Decold. We've got it in lemon and cherry, in aisle 5 next to the aspirin.
What is the situation？
A．The woman is helping the man find a certain kind of candy.
B．The man is recommending a cold medicine to the woman.
C．The woman is looking for a candy that helps relieve colds.
D．The woman and man are displaying the aisles in a store.
How does it happen that children learn their mother tongue
so well？ When we compare with adults learning a foreign 11.______
language, we often find this interesting fact. A little child
without knowledge or experience often succeeds to a complete 12.______
master of the language. A grown-up person with fully developed 13.______
mental powers, in most cases, may end up in a faulty and inex- 14.______
act command. What accounts of this difference？ 15.______
Despite other explanations, the real answer in my opinion
lies partly with the child himself, partly in the behavior. of the 16.______
people surround him. In the first place, the time of learning the 17.______
mother tongue is the most favorably of all, namely, the first 18.______
years of life. A child hears it speak from morning till night and, 19.______
what is more important, always in its genuine form, with the
right pronunciation, right intonation, right use of words and right
structure. He drinks all the words and expressions which come to 20.______
him in a fresh, ever-bubbling spring. There is no resistance:
there is perfect assimilation.
(61)
听力原文：(RING RING SOUND OF PHONE BEING PICKED UP.)
M: Hello, Campus Daily. Advertisement department. This is Mark speaking.
W: Hi. I'm calling to place a couple of ads.
M: Sure. Under what classification？
W: Well, I'd like one to be in the "Roommates Wanted" section.
M: All right. And how would you like your ad to read？
W: It should read "Female roommate wanted for pleasant, sunny two-bedroom apartment on Elliewood Avenue, three blocks from campus. Share rent and utilities. Available September the first. Call between 5 and 9 p.m. and ask for Cecilia."
M: Fine. And what about your other ad？
W: That one I'd like under "Merchandise for Sale." And I'd like it to read "Matching blue sofa and easy chair for sale. Excellent condition, $350 or best offer. Call between 5 and 9 p.m. and ask for Cecilia." Did you get that？
M: Uh-huh. You'll want your phone number on these, right？
W: Oh, sure. Thanks for reminding me. It's 555-6792.
M: And how long do you want these ads to run？
W: For a week. I guess, How much would that be？
M: Let's see—it's $5.00 a week per line. Your two ads will both take up three lines, so that's $15 per ad.
(23)
A．At a newspaper.
B．At an advertising agency.
C．At a furniture store.
D．At a real estate office.
The wine that claims "It’s like taking a trip to France" wants you to think about a romantic evening in Paris as you walk along the street after a wonderful meal in an intimate cart. Of course, you don’t really believe that a wine can take you to France, but the goal of the ad is to get you to think pleasant, romantic thoughts about France and not about how the wine tastes or how expensive it may be. That little word "like" has taken you away from crushed grapes into a world of your own imaginative making. Who knows, maybe the next time you buy wine, you'll think those pleasant thoughts when you see this brand of wine, and you'll buy it.
How about the most famous "like" claim of all, "Winston tastes good like a cigarette should"？ Ignoring the grammatical error here, you might want to know what this claim is saying. Whether a cigarette tastes good or bad is a subjective judgment because what tastes good to one per son may well taste horrible to another. There are many people who say that all cigarettes taste terrible, other people who say only some cigarettes taste all right, and still others who say all cigarettes taste good.
The word "like" in an ad often focuses the consumer’s attention on ______.
A．what the advertiser says about the product
B．what magic the product really possesses
C．why the advertiser promotes the product
D．why the product is as good as promised
Ad Slogans
How many times have you been in your car with your radio on, gotten out, and hours later, had some tingle(广告诗) playing in your head？ This, my friends, is good advertising. That jingle was so catchy that hours after you had been exposed to it, it still lingered. The same can be said of ad slogans. Every day, we are surrounded by car ads, credit card ads, travel ads, food ads, clothing ads...the list goes on.
The Basics
The purpose of the strapline or slogan in an advertisement is to leave the key brand message in the mind of the target (that's you). It is the sign-off that accompanies the logo. Its goal is to stick: "If you get nothing else from this ad, get this...!" A few well-known examples of these slogans include:
- American Express: "Don't leave home without it"
- Apple: "Think different"
- AT&T: "Reach out and touch someone"
- Timex: "Takes a licking and keeps on ticking"
- Wendy's: "Where's the beef？"
- Wheaties: "The breakfast of champions"
Unfortunately, ad slogans don't always work, usually because they are generic, ready-to-wear, off-the-shelf lines that are taken out and shined up, ready to be used again and again when the creative juices have stopped flowing. Dozens of advertisers use them without blinking. Their ad agencies should be ashamed of themselves!
The Perfect Tagline
A perfectly-formed tagline should fulfill several criteria. First, it should be memorable. Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable？ The big idea should be told in the advertisement. The more the tagline resonates with the big idea, the more memorable it will be.
Guinness used to use the line "Guinness is good for you" until the authorities got after them, saying "Come on! Guinness is stout(烈性啤酒)! It contains alcohol! It can't be good for you! So stop using that claim!" So, the Guinness ad agency came up with a stroke of genius. The line？ "Guinness isn't good for you." A good slogan should recall the brand name, and ideally, the brand name should be included in the line. "My goodness, my Guinness!" works, as does "Coke is it？" On the other hand, "Once driven, forever smitten(深有感触)" does not easily invoke the word Vauxhall—a British car made by General Motors. If it is successful, the line should pass readily into common idiom as a catch phrase, such as "Beanz meanz Heinz" or "Where's the beef？". In addition to a provocative and relevant illustration or story, alliteration(头韵) like Jaguar: "Don't dream it. Drive it.", coined or made-up words (Louis Vuitton: "Epileather"), puns, and rhymes are good ways of making a line memorable. So is a jingle.
A good tagline should include a key benefit: "Engineered like no other car in the world" does this beautifully for Mercedes Benz. "Britain's second-largest international scheduled airline" is a "so what" statement for the late Air Europe. You might well say "I want a car that is engineered like no other car in the world," but it is unlikely that you would say "I want two tickets to Paris on Britain's second-largest international scheduled airline!"
There's a well-known piece of advice in the world of marketing: "sell the sizzle, not the steak." It means to sell the benefits, not the features. Since the tagline is the leave-behind, or the take-away, surely the opportunity to implant a key benefit should not be missed:
- Holiday Inn:" Pleasing people the world over"
- Karry-Lite: "Takes the ' lug' out of luggage"
- Polaroid:" The fun develops instantly"
- The Economist: "Free enterprise with every issue"
Conversely, the following lines have no obvious
A．Y
B．N
C．NG
You should read the material carefully and do the tasks as you are required. Marketing by email is on the increase. Compared to other media, email messages are extremely cheap to send. With TV, you are spending on ad agencies and cable channels. With print ads, you are helping to keep newspapers and magazines alive. Direct mail costs more than $600 per thousand piece. With email, there are almost no costs at all. Its low cost makes email marketing become the most cost-effective (划算的) advertising method available today. With TV, you do not know who is watching your ads. Even with direct mail, you cannot be sure that your mail has been delivered, or that anyone reads it when it gets there. With email, you know within 24 hours exactly which messages have opened, by whom, what links the openers clicked on, and what part of your messages was working. Because of electronic links, those who open your emails can do their own research: they can explore and see any of the thousands of products that you sell. They can see the colors and sizes. They can, and they do, read ratings and reviews. They can put products in their shopping carts and buy them. #If you marketing by emailing, you can learn within a day .
A、who have opened your messages
B、how old your message readers are
C、what quality your advertised product has
D、how much your advertising message cost
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