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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