Web Advertising Essay Example For Students

Web Advertising Essay web advertising web advertising Web Advertising Web advertising, not to mention the Internet itself, finds itself in a stage of relative infancy and therefore provides marketers with novel challenges and situations which need to be dealt with caution . The realm of Web advertising is unchartered terri tory! In terms of South Africa, the country finds itsef somewhat behind technologically. However, this may not prove to be a disadvantage as the uncertain nature of Web advertising may make a policy of watching and learning most viable. What implications will this new technology have for marketing? What is the nature of Web advertising? How can a business use the medium effectively ? Where is all this going ? These questions appear to be most pertinent in the process of understanding interact ive marketing on the Internet. The qualified opinion of John Matthee, a Web site designer employed by Adept Internet (an Internet service provider), was sought in accumulation of a large sum of the following data. This seems appropriate as the novelty of Web advertising at this stage h as led to generral lack of academic data in the practicalities of advertising via this medium. 2) THE INTERNET: AN INTRODUCTION 2.1) Original development of the Internet What was originally created by the US military to provide a secure means of communication in case of nuclear war, which has now become known as the Internet, has metamorphosed into the strategic global communications tool of our era. The end of the cold w ar left this massive installed structure initially dubbed ARPANET- without much of a purpose. Soon universities, major corporations and governments began to piggyback on to the global framework, extending its reach and commercialising it. Known as the N et to aficionados, the Availability of cheap, accessible and easy-to-use Net access points throughout the world has seen the number of global Internet users increase dramatically each month. While the convenience of electronic mail was initial catalyst for Internet growth world wide, its the emergence of the World Wide Web (WWW) multimedia interface that has captured the attention of prospective users across the globe. The resources available on the WWW are as varied as they are extensive. There hundreds of thousands of sites which can be broadly categorised under topics such as sport, entertainment, finance and many more (Perlman, 1996). 2.2) Development of Internet in South Africa Perlman (1996, p 29) ventured that South Africa is major global Internet player. It currently rates in the top 15 in the world terms of Internet growth rates. Local user numbers are certainly fueled by universities, companies and schools. The genesis of South Africas rapid Internet growth seems to stem from UniNet, the Internet service offered to the countries major tertiary institutions and steered from Rhod es University. This explains the phenomenon whereby the majority of local Internet entrepreneurs many of them are und er thirty and already multi-millionaires come from tertiary education backgrounds where they were weaned on readily available Internet access. Popular browser client software for navigating the multimedia WWW includes Netscape and Microsoft Internet Explorer. On the other end, there exist approximately 30 local companies which call themselves ISPs (Internet Service Providers), which operate in similar fashion to a cellular company such as Vodacom, providing either dial-up connections to the Internet and/or leased line connectivity to companies. This has led to the explosion of a number of related ventures, such as companies who speci alise in producing multimedia web pages (such as Adept Internet), Internet commerce, cable companies and modem suppliers (Perlman, 1996). 2.3) Technological Implications for Marketing Joseph (1996, p. 29) concisely described the situation as such: Marketing, like most business disciplines, is undergoing a period of change as a direct result of the inf ormation revolution. The rapidly declining costs of and increasing power of information processing technology is altering the in which customers and businesses relate to each other. Marketers, however should be cautious not to attempt a quantum leap from more traditional meth ods as this is sure to bring issues such as lack expertise to the fore which could prove disastrous (Steyn, 1996). Essentially, the point is that as a marketing drive, the additional services supplied by technology provides the marketer with the opportunity to gain an edge in the race to win the consumer. More and more, new technology appears to be focusing on the add ition of value. On an individual level, for example, the marketer may use the technology to make himself more accessible to the consumer thus adding to his service levels. A company may realise added value by investing in expensive multimedia kiosks which introduce the subject of interactive marketing (Joseph, 1996). The emergence of new and revol utionary technology forms a double-bladed sword, as it can represent both an opportunity and a threat to the business. In particular, this technology places an interesting and novel challenge on the shoulders of the modern da y marketer. The failure to utilise these developments can put the business at a great competitive disadvantage while even the practical application of the technology can provide major problems caused simply by the novelty of the options, a general lack of expertise and the difficulty of accurate prediction (David, 1997). The process must begin with the individual himself. A marketer who is not pushing the bounds of personal technological progression is most likely not inclined to do the same for the company (Joseph, 1996). Joseph (1996, p.29) concluded that The Internet, multi-faceted appliances and even the creation of new applications for old technology are all the domain of the marketing visionary. 3) THE INTRODUCTION OF INTERACTIVE MARKETING ON THE INTERNET Internationally, the Internet medium is successfully selling everything from nuts and bolts to motorcars, property and traditional mail order products. A pertinent question that arises is: What forces led to either the accidental emergence of interactive marketing on the internet or the realisation of a need for the development of an alternative marketing medium that satisfied specific consumer or marketer needs? Steyn (1996, p.13) introduces the concept of interactive marketing through the words:Interactive marketing uses new technologies to overcome practical database and direct marketing problems whilst building more rewarding customer relationships. From the marketers point of view, interactivity, is the convergence of three main advertising functions or activities: direct marketing, sales promotion and conventional above the line advertising. The developments allowed by interactive marketing throug h the Internet focus mainly on how profitable market segments were identified a nd how these segments were reached. Interactivity allows the opportunity to track individual customers one at a time and to build individual relationships with each. This indic ates the vast benefits that Internet interactivity supply in terms of database formulation, management and utilisation. However, the main challenge that does and will continue to plague advertisers in the future will be persuading the viewer to try the se rvice. Interactivity has three core characteristics: * Offer much more information than a television advertisement. * Requires the conventional copywriting skills combined with those of the direct marketer to turn the browsing viewers into sales prospects. * The emphasis, simply due the nature of the medium, is more likely to be on sales promotion type tools to entice the viewers to visit an ad and then on constantly refreshing the content and creative treatment, to ensure that they revisit it (Steyn, 1996) . The issues of the nature of the Internet as an ad vertising medium and the creation and maintenance of an Internet web site are addressed fully in sections 7) and 6.3) respectively. CD-ROM technology is unique in its ability to combine vital parts of promotion, that is: print, audio and visual messages in a package that can be distributed according to a random access database. (Steyn, 1996). Clever marketers are using the medium to draw buyers closer to their companies as a whole and not just closer to the products or services they provide. This emphasises the advantages interactive marketing provides in terms of creating stronger, more unde rstanding relationships with consumers. The introduction of interactive marketing and specifically interactive advertising heralds the beginning of an era where customers will choose the advertising they wish to see, when they want to see it. This proves to be a hallmark of the contemporary con sumer who is far more informed than his blindly accepting predecessors have been. Consumers of today are evermore demanding personalised attention from businesses that wish to serve them. Furthermore, the very fact that the modern consumer is better infor med fuels his need for informed transactions with businesses. The modern consumer wants to know what product he is buying, what its detailed characteristics are, how he can expect it to perform, what alternatives he is faced with and why he should pay the offered price for it. The nature of interactive marketing on the Internet provides an ideal medium for the satisfaction of the demanding modern day consumer. It is obviously of critical importance that a marketer recognises these needs and develops syste ms for satisfying them, hence, interactive marketing on the Internet. Steyn (1996, p.13) boldly concludes that There is therefore no doubt that interactive marketing is helping to overcome practical database and direct marketing problems while building more rewarding customer relationships. Online shopping Online shopping is an e lement of interactive marketing that has found itself under the spotlight since its recent inception. Virtual retail sites on the Web continue to grow. Some sites are purely promotional while on the other extreme consumers are promised the lowest prices as the product is drop-shipped directly from the manufacturer (Swart, 1996). Anyhow, the Internet as a shopping mall has not enjoyed a favourable reputation as it is seen as a golden opportunity for sophisticated thieves to obtain credit card numbers from the cable. As a result businesses have shied from any Net-based commerce. As a result the Web has been trapped in a form of time warp, usable only as an information medium and not as a transaction medium. Of the thousands of South African companies on the Web, few offer anything more than highly informative web sites which still leave the consumer wondering: I wish the Internet could take me that one step further, SAFELY. However, the tide is swiftly changing due to bold technology and business moves. The improved security and growth if the electronic-commerce infrastructure ha s prompted optimistic projections for the future of interactive online sales. Furthermore, South Africa suffers from an intolerable postal problem and an effective home delivery system would have to be developed for home shopping to be viable (Rath, 1997). However, thoughts of an unrivalled ability to compare products, to be provid ed with product information and to be shown product demonstrations and alternative views will spur the quest for a workable online shopping system with great urgency. Recently a groundbreaking development in online shopping was made by M-Web in collaboration with over a thousand tenants ranging from large corporations such as ABSA to small retailers and service providers. Bruce Cohen, general manager of M-Web interact ive, claims that The M-Web mall is designed to accelerate interest in online shopping by providing a one-stop shopping environment under on vir tual roof. 4) WEB ADVERTISING 4.1) The Nature of Web advertising It is estimated that there is more than five million commercial pages on the Web, more than 100 companies are going online daily and that net-watching has become a dedicated function within more progressive firms. Furthermore, companies that are online are more inclined to use this facility as a means for communicating new product developments (Rath, 1997). In practice, great achievements are being made in the sphere of Web advertising as the initial novelty of the concept wears off and experts in the field become more accustomed to the characteristics and dynamics of the Internet as an advertising tool (J. Matthee, personal communication, 20 April 1998). Nevertheless, the Internet is not yet a proven advertising medium and as such is untested, unregulated and unrefined (Swart.1996). This very situation often results in wise businesses approaching Internet advertising companies that possess the necessary expertise to a dvertise effectively on the Internet. The Internets lack of intrusiveness as a medium (see Section 7) implies that direct marketing requires action by the consumer. In order to induce this required action, an advertiser needs to know his audience intensely in order to be able to entice brows ers to enter the site. Therefore, it is the responsibility of the advertising agency not only to incorporate above-the-line strategies but also to include the below-the-line strategies in all their Internet clients campaigns 4.2) Web advertising Channels The origins of Web advertising are ironically rooted in what many consider as a frustrating method called spamming whereby messages concerning products or business information were sent at random to Internet users e-mail addresses. This crude form of ad vertising can be likened to common junkmail found in a postbox among things of relevance such as personal mail and bills. Things have progresses somewhat and a number of channels have become avai lable to the business interested in Web advertising and rega rdless of which channel is decided upon it is common practice to approach an online agency for aide (J. Matthee, pesonal communication, 20 April 1998). Creating an Electrical Storefront Thousands of businesses have established a home page on the Internet which offer a wide variety of information such as: descriptions of the company and its products; a company catalogue describing products features, availability and prices, company news, opportunities to speak with staff members and the ability to place an order before leaving the site. The main objective of these sites is brand building. Another aim may be to support an event and in this case the page may be temporary. When a company decides to open an electronic storefront it has two choices: 1) The company can open its own store on the Internet through a Web server or; 2) The company can buy a location on commercial online service. The online service will typically desig n the electronic storefront for the company and advertise its addition to the shopping mall for a limited period of time (Kotler, 1997). Participating in Forums, Newsgroups and Bulletin Boards These groups are not designed for commercial purposes especially but participation may improve a companys visibility and credibility. Bulletin boards are specialised online services that centre on a specific topic or group. Forums are discussion groups l ocated on commercial online services and may operate a library, a conference room for real time chatting, and even a classified advertisement directory. Finally, newsgroups are the Internets version of forums, but are limited to people posting and message s on a particular topic, rather than managing libraries or conferencing (Kotler, 1997). Placing Advertisements Online A number of ways exist for companies or individuals or companies who wish to place advertisements on commercial online services. Firstly, major commercial online services offe r an advertisement section for listing classified advertisements whereby the ads are listed according to when they arrived with the most recent arrivals topping the list. Secondly, ads can be placed in certain newsgroups that are set up for commercial purposes. Thirdly, ads can be placed on online billboards. This method can be irrit ating to the browser because the advertisements appear while subscribers are using the service even though they did not request an ad (Kotler, 1997). A fourth option is to hire an advertising agency to create and place an advertisement at a popular site on the Web, similar to buying timeslots on a television channel. Advertising on search engines such as Lycos and Yahoo also proves to be effective although very expensive (J. Matthee, personal communication, 20 April 1998). Using E-mail A company can encourage prospects and customers to send questions, suggestions, and even complaints to the company, using the company using the companies E-mail address. Customer service representatives can respond to the customers in a short time via E-m ail (Kotler, 1997). 5) WEB ADVERTISING DEVELOPMENT IN SOUTH AFRICA In South Africa, the Internet is still restricted to very niched market providing companies with the chance to exploit this opportunity and build a database of visitors to their site. This situation is quite obviously attributable to the economics of Sout h Africas social class structure. This is an advantage because marketers can use this information to create accurate profiles of the visitors to their site and develop personalised advertising efforts, which are especially crucial in the sphere of Web ad vertising. Currently, in South Africa, Computicket (http://www.computicket.com) has taken the lead in online bookings although services that are provided by Computicket naturally lean towards the use of the Internet as a medium (Douvos, 1996). David Frankel of Internet Solutions summed up the South African situation neatly by sayin g that . People are still getting their hands around it the Internet and working out how to make money out of it. I dont think that anyone is doing so at prese nt in South Africa, although a lot of people are trying. IS-Commercial a division Internet Solutions scored a South African first in 1996 in the development of a software engine that searched only South African Web resources. This introduced a new aspect to Web advertising in South Africa as it means that local Web users no longer have to sift through a colossal amount of topical hypertext links from around the globe. Advertising on the South African Web has surely benefited from this development which makes South African relevant material far more accessible a nd therefore implies increases Web site hit rates. The search engine that was developed is called Ananzi and is currently the second most hit Web site in the country. Advertisers now have the opportunity of placing an icon on this page which immediately g ives them a f ormidable brand prescience (Williams, 1997). A host of Web page advertising companies have sprung up in South Africa, including an upstart from Port Elizabeth, called Web Advertising, which have succeeded in forming a technology and capability sharing association with the United States advertising a gency Web advertising (Perlman, 1996). After unprecedented growth in the Internet in 1996, The Loerie awards included a new category in 1997 dedicated to Web creativity and corporate use of the Internet. 6) WEB ADVERTISING AND THE BUSINESS 6.1) Introduction Companies are increasingly recognising the importance of applying a full-systems perspective in using their communication tools. The aim is to set the overall communication budget and the right allocation of funds to each communication tool. Web advertis ing is becoming a more and more vital component of a firms advertising budget and therefore demands sensible and rational consideration and planning. The dynamics and relative novelty of Web advertising makes it crucial that the progressive business, which is proposing a Web advertising campaign, draw up a comprehensive advertising program. It is vital for organisations that are considering an Internet marketing strategy to effectively coordinate each component. The bottomline is that organisations are putting themselves into the global marketplace. It is thus important for people to be crit ical of what works well and what meets their need with an Internet marketing strategy (Perlman, 1996). By using the standard advertising program process (Kotler, 1997) as a base, it is simple to outline the characteristics of the Internet which a business must take into consideration when planning a Web advertising campaign. The various steps involved in t he process of planning an advertising program are depicted in section 5.2.1 below and the specific characteristics of the Internet are superimposed into this framework in section 5.2.2 through section 5.2.7. 6.2) Developin g and Managing an Advertising Program 6.2.1) Introduction to the Advertising Program Process In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. This applies, perhaps even more so, to the new advertising alternative represented by the Internet. The next step is to make fiv e major decisions in developing an advertising campaign, known as the five Ms: * Mission: What are the advertising objectives? * Money: How much can be spent? * Message: What message should be sent? * Media: What media should be used? * Measurement: How should the results be evaluated? 6.2.2) SWOT Analysis This step is a necessity when studying the feasibility of any intended business proposition and when the planning of that operation takes place. It involves a study of the firms internal strengths and weaknesses as well as the external opportunities and threats presented by circumstances in the environment. Web advertising provides a spec ial challenge to marketers and planners due to its relative infancy, which brings previously un-encountered circumstances to the fore. In terms of internal strengths and weaknesses, it is common practice at this stage in Web advertising for businesses to approach Internet service providers such as Adept Internet to manage the intricacies of advertising on the Internet. Therefore, issues concerning ability to actually place an effective advertisement on the Internet are shifted to specialised companies. According to Trafex managing director David Pegg few organisations have the technical skills and financial resources to establish a nd manage a sophisticated private trading network. It makes sense for companies to focus on their core business and let experts look after their trading partner connections. The study of external threats and opportunities in Web advertising largely involves market analysis and the attempt to identify the companys typical customer, how they can be enticed to visit the companys web site and how they can convinced to keep on v isiting the web site. Web site design companies and dedicated tracing companies who try to check the demographics of a visitor to site are coming to the fore, creating an entirely new industries in the process (Perlman, 1996). Research in South Africa cla ssifies the Web user base as a niche, particularly from the point of view that the users tend to share characteristics that make them a targetable segment. Profile of the model Web user: Internet surfers would certainly be considered technologically progr essive, innovators and early-adopters. In terms of demographic profiles, the mean age of users worldwide is around 35 years, with approximately 50% having tertiary education and mostly earning A incomes. Male users have outnumbered female users in the pas t but gender parity has recently been reached (Rath, 1997). 6.2.3) Advertising objectives It is not uncommon with the advent of the Internet and the advertis ing possibilities that it provides that many companies become rash in their plans for Web advertising. This can be disastrous without first analysing the objectives of a promotion via the web. The essence of the medium is still to be assessed in relation to the way business can be conducted. 6.2.4) How much can be spent? The direct set up costs to the marketer are likely to be in excess of R100 000 for an above-average site but, further to this cost, are costs if site maintenance, enhancements and server storage. The direct and indirect costs of Web site development are t herefore not insignificant, requiring considerable capital, time and energy to establish and to keep it alive (Rath, 1997). Smaller scale businesses, for example a coffee shop such as Fandango in Stellenbosch, which wishes to utilise Web advertising, can expect to pay from R1000 for web site design. A site such as this could be linked to four other sites and also requires cons tant maintenance which often entails h igher costs than the development of the Web site (J. Matthee, personal communication, 20 April 1998). 6.2.5) Message It should be stressed that Internet site development is part of the marketing function and does not fall within the realm of the Information Technology Department. Management is often tempted to allow the IT department to create a Web site because it woul d seem to offer the most cost-effective solution. However, the sites that have been designed by programmers are notable for their lack of creativity and generally do not entice the viewer. This, in essence, revolves around the question of the Web sites me ssage (Rath, 1997). The principles that apply to media such as television and radio are generally applicable to message formulation on a Web site although valuable information that is dynamic seems to be the key (J. Matthee, personal communication, 20 April 1998). 6.2.6) Medium The Internet as an advertising medium has a number of inherent advantages and disadvantag es which are discussed in section 7. 6.2.7) Measure and Evaluate Performance To quantify a Web sites contribution to revenue is often quite difficult. Where sales are generated more-or-less directly off the Net, the companys return on investment is a matter of simple arithmetic. However, where the company provides an added value service via the Net, the sites contribution to the bottom line is far less easy to quantify (Rath, 1997). In terms of actual Web site design effectiveness, processes are still largely undefined. Many online organisations do exist, however, that monitor and provide Web site statistics, namely number of hits and how for how long visitors stayed at the site, for a fee (J. Matthee, personal communication, 20 April 1998). Furthermore, information can be obtained detailing the demographics of visitors to a Web sit although this is more difficult. This can enable a company to measure the Web sites effectiveness in terms of reaching the companys target market. It is quite c ommon now for the Web itself to be used for research purposes with companies asking Web users for personal responses to products, sites and messages. This also provides feedback on the sites effectiveness and facilitates corrective action. 6.3) The Web site Itself 6.3.1) Web site Design Web site design is very much a grey area in terms of the fact that Web advertising is a relatively new addition to a business choice of promotional alternatives. However, guidelines do exist which can increase the chance of web site effectiveness. These i nclude questions such as: Who would use our service or product; how likely is our target market to be on the Net and who understands the culture of this new medium to create a site that encapsulates the brand, the culture and the practicality of web adver tising. Other aspects are the understanding of the need to employ the expertise of a company that specializes in design for an interactive medium. Incorporating a wealth of useful informat ion, interactive games and an ease of navigation through the site have also proved to increase Web site effectiveness (Joseph, 1997). Experience and creativity are most definitely necessary characteristics of a Web site designer who is usually employed by an Internet service provider such as Adept Internet. Feedback via methods that are mentioned in section 5.2.7 above could provide in dications of responses to Web site design. Once again, the principles applied in the television, radio and print media all apply to the design of a Web site. Fundamentals of consumer behaviour and psychology should be understood by anybody attempting to u ndertake commercial Web site design (J. Matthee, personal communication, 20 April 1998). 6.3.2) Web Site Maintenance As with any medium of advertising, an inferior display can be detrimental to a firms image. However, Web site maintenance due to its reliance on a newly developed technology must receive special attention. This explains why a company m ay induce greater expenditure in the maintenance of a Web site than in the actual design and creation of the sit e. Maintenance of a Web site has two implications: Firstly, information supplied by the site must be dynamic, that is, it must be updated regularly in order to draw browsers on the Net to revisit the site; secondly, the site must be checked regularly to e nsure that no errors have occurred in the content as a result of any damage to data for instance (J. Matthee, personal communication, 20 April 1998). An example of the second problem is clearly demonstrated by the printout of the coffee shop Fandangos We b site in which the main picture failed to load. See figure 1 in section 5.4 below. (Take note: John Matthee, who originally designed the site and who, as an employee of Adept Internet, is hired to handle the maintenance of the site, has since rectified the problem.) 6.4) Profiles of Examples Example1: Fandango The Fandango Web site provides an example of the importance of site maintenance. See figure 1. Example2: SAA This provides a successful example of advertising by means of putting up an entire site which serves a brand building exercise. The airlines site took all-important factors outlined above in section 5.3.1 into consideration and the result is self-evident. The site won the prestigious Magellan award which is contested for by two million sites. 7.) THE INTERNET AS AN ADVERTISING MEDIUM 7.1) Advantages . The demographics of the average Internet surfer are attractive enough to warrant their inclusion as an important niche market (Rath, 1997). The Web can be transformed into a research tool, a brand builder and an advertising medium in one swoop, something not offered by other media (Joseph, 1996). Furthermore, unlike other media where the advertising agency is the only link between the client and the media owner, the Web allows the client to become the media owner. From the companys point of view, by buying into the technology itself, a c ompany ha s the ability to enter the world of cyber marketing without the intervention of any intermediaries. Yet another competitive advantage of this medium is that it provides advertisers with reassuringly detailed demographics about who actually saw their advertisement, turning it into a marketing research as well as an advertising medium (Williams, 1996). Interactive media can operate in territories not covered by a vendors sales force. It can bring the showroom and the sales pitch to the buyers remote locations simply by dropping it in the post. 7.2) Disadvantages Lack of Intrusiveness The persuasive elements of the Internet advertisement usually lie at least one click away from the users current location and this requires the user to be sufficiently interested in the product or intrigued by the advertisement banner to click the to the advert. Limitations of Banners The Web has primarily been used for the presentation of text and graphics onto fairly small computer screens. Th is size limitation restricts the conventional Web ad to a banner asking the user to click here for more information. This in turn provides en dless creative restrictions (McDonald, 1997). Radical Fragmentation It is very difficult for any given site to draw enough attention to itself to attract an audience large enough to matter to an advertiser. 8) WEB ADVERTISING SCENARIOS FOR THE NEAR TERM FUTURE Scenario #1: Web site Shakeout There are good reasons to question whether the Web advertising pie will prove large enough to support the numerous commercial Web sites that are counting on it for sustenance. Recent reports that some publishers are scaling back their web publishing ambit ions, or shutting down sites altogether lend credence to the notion that there will be significant shakeout as commercial Web sites fail for lack of a viable business model (McDonald, 1997). Scenario #2:Advertising-content hybrids Advertisers who do not sell their products directly to consumers but still want to find a way to participate in interactive media will revert to a model that prevailed in the early days of television sponsorship. By sponsoring a site that consumers value, the advertiser will hope to build positive associations for the brand. The communication limitations of banners will be overcome by surrounding content with imagery related to the sponsoring brand. Where practical sponsor-friendly content will be interle aved will brand-neutral content. Though there will be some reaction against this hybridisation on the part of media critics and consumers alike, the form will probably still flourish as the digital equivalent of the infomercial (McDonald, 1997). Scenario#3: Internet service providers provoke privacy whiplash New generations of Internet service provider will emerge that will provide an extraordinarily sophisticated database that captures information on how individual subscribers use the Internet. This will enable the marketer to customise communications ba ck into the box in the subscribers home and hereby the Web will be able to live up to its promises of one-to-one marketing (McDonald, 1997). Scenario#4: Advertisements get detached from the media Marketers will be able to sent targeted information to subscribers on their past Web usage patterns regardless of what current Web sites they are visiting. In effect, they will be able to sell the audience to advertising directly without the intermediary of the media (McDonald, 1997). 9) CONCLUSION The Internets Multimedia arm, the World Wide Web, can support both consumer marketing and trade marketing objectives. The Web is where all the commercial activity and its importance as a new medium has been recognised to the extent that it will be measure d in all US media research from this year. The Web provides a company with access to a global audience of consumers in their millions, and also to a very wide range of companies (Rath, 1997) The Internet has provided marketers with exciting and challenging advertising prospects. There will undoubtedly be many lessons to be learned in the near-future concerning the intracacies and quirks of the medium. South Africa is technologically equipped to make full use of the Internets capabilities and South African marketers are provided with an opportunity to prove themselves to a very viable Internet market. In conclusion , the future of the Internet and Web advertising can be encapsulated through the words of John Matthee bigger and better, bigger and better. 10) References 1. David, F . R (1997). Concepts of Strategic Management (6th ed.) . New Jersey : Prentice Hall 2. Direct Marketing . Supplement 96. Marketing Mix; Vol. 14, lss 6, p 1 43, Jul.; 1996 3. Douvos, E. Net Sales Marketing Mix; Vol. 14, lss 7, p14, Aug., 1996 4. Hopkins, B. Beyond direct marketing. Market Mix; Vol. 14, lss 7,p10, Aug. 1996 5. Joseph, E, The wonderful wired world of Marketing; Internet: Technology. Marketing Mix, Vol. 14. Iss 7, p28 29, 31, 33 -34 , Aug., 1996 6. Kotler, P, (1997). Marketing Management (9th ed.). New Jersey: Prentice Hall 7. Perlman,L. You get what you pay for: the bandwidth wars; Internet solution packages: Bundled solutions; If youve got it flaunt it: advertising: Internet. Finance week; Vol. 69; Iss 11, p 32, 34, June 13, 1996. 8. Rath, B. Marketing on the Web: net return. Marketing mix. Vol. 14, lss 3, p 88 -89, APR, 1996. 9. Styen , C. Introducing interactive. Marketing Mix. Vol. 14, Iss 7, p 14 Aug. 1996. 10. Swart, D. Techno Blitz. Marketing Mix; Vol. 14, lss 7, p 11. Aug., 1996 11. Williams F, Interview: David Frankel MD. at the Internet Solution Marketing Mix. Vol. 14, Iss 6, p 30 31, July , 1996 Bibliography References 1. David, F . R (1997). Concepts of Strategic Management (6th ed.) . New Jersey : Prentice Hall 2. Direct Marketing . Supplement 96. Marketing Mix; Vol. 14, lss 6, p 1 43, Jul.; 1996 3. Douvos, E. Net Sales Marketing Mix; Vol. 14, lss 7, p14, Aug., 1996 4. Hopkins, B. Beyond direct marketing. Market Mix; Vol. 14, lss 7,p10, Aug. 1996 5. Joseph, E, The wonderful wired world of Marketing; Internet: Technology. Marketing Mix, Vol. 14. Iss 7, p28 29, 31, 33 -34, Aug., 1996 6. Kotler, P, (1997). Marketing Management (9th ed.). New Jersey: Prentice Hall 7. Perlman,L. You get what you pay for: the bandwidth wars; Internet solution packages: Bundled solutions; If youve got it flaunt it: advertising: Internet. Finance week; Vol. 69; Iss 11, p 32, 34, June 13, 1996. 8. Rath, B. Marketing on the Web: net return. Marketing mix. Vol. 14, lss 3, p 88 -89, APR, 1996. 9. Styen , C. Introducing interactive. Marketing Mix. Vol. 14, Iss 7, p 14 Aug. 1996. 10. Swart, D. Techno Blitz. Marketing Mix; Vol. 14, lss 7, p 11. Aug., 1996 11. Williams F, Interview: David Frankel MD. at the Internet Solution Marketing Mix. 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AUTHOR UNKNOWN essays

AUTHOR UNKNOWN essays Social Security is not a problem right now; in fact, it runs a large surplus every year. However, Americans are living longer, and drawing more Social Security payments than they ever put in. Early in the next century, we will be paying out more than we take in, and Social Security will have to dip into its surplus, which is currently used by the federal government for other spending. When the last of the baby boomers retire, the payroll tax would have to almost double to maintain benefits. This creates an undue burden on Generation X-ers, and solutions need to be found to prevent this from happening. * Citizens should be given a choice on whether or not they wish to invest their own Social Security funds in a high-yield bank account, or the stock market. Right now, the average American has withdrawn all he has put into Social Security within 7 years of retirement. This forces the everyday worker to support those currently on Social Security with his payments. Whoever is still in the work force should be given the opportunity to do with their money as they see fit. If someone feels that they are unable to invest wisely in the stock market, there are other options available. For instance, and perhaps the simplest, is to invest the funds into a money-market account, which will on average receive 1-1 1/2% more interest than a traditional savings account. From the time the average American starts working - say 16 or 17 - till the time he retires, there will be a lot of money that has accumulated in this account. Another option is a tax-sheltered annuity. This is an option available to anyone - as long as they have an investment broker - to take a certain amount of money from their paycheck, tax free, and have it invested and re-in! vested in stocks and bonds. It can be cashed out at any times. Many banks offer tax-sheltered annuities for a ...

Learn the French Verb Conjugations for Annoncer

Learn the French Verb Conjugations for Annoncer The French verb annoncer  should look very familiar because it means to announce. When conjugating it for use in the present, past, or future tenses, there is a slight spelling change that you need to know about. A quick French lesson will show you how to handle that with ease. Conjugating the French Verb  Annoncer Annoncer  is a  spelling change verb. In this case, it is a minor change in the letter C as is common in many verbs that end in -cer. As you study the conjugations, you will notice that some forms  use the cedilla à §Ã‚  rather than the normal c. This is to ensure that you pronounce it as a soft C sound even when it appears before the vowels A and O. Beyond that minor change, the verb conjugations for  annoncer  follow the standard -er  patterns. This chart demonstrates how the verb endings change depending on the subject pronoun and the tense used. For instance, I announce is jannonce and we will announce is nous annoncerons. Subject Present Future Imperfect j annonce annoncerai annonais tu annonces annonceras annonais il annonce annoncera annonait nous annonons annoncerons annoncions vous annoncez annoncerez annonciez ils annoncent annonceront annonaient What is the Present Participle of  Annoncer? The  present participle  of annoncer  is  annonà §ant. The simple ending change from an -er  to an  -ant  is the difference. Again, though, notice that the cedilla appears with the vowel change. This tells you the ending is pronounced [sant] rather than [cant]. What is the Past Participle of  Annoncer? The past participle of  annoncer  is  annoncà ©. This is used to form the common past tense of the verb, which is known as the  passà © composà ©. You will also need to conjugate the  auxiliary verb  avoir  in order to complete this conjugation. For example, I announced is jai annoncà ©. The past participle does not change with the subject, so we announced is simply nous avons annoncà ©. More Conjugations of  Annoncer You may find the need to use a few other simple conjugations of  annoncer  at times. The subjunctive and conditional are more common and imply a level of uncertainty to the action of announcing. The passà © simple and imperfect subjunctive are primarily reserved for formal writing. While you might not need to memorize all of these forms at first, it is important to be aware of them. Most French students should concentrate on the present, future, and passà © composà © forms of  annoncer. Subject Subjunctive Conditional Pass Simple Imperfect Subjunctive j annonce annoncerais annonai annonasse tu annonces annoncerais annonas annonasses il annonce annoncerait annona annont nous annoncions annoncerions annonmes annonassions vous annonciez annonceriez annontes annonassiez ils annoncent annonceraient annoncrent annonassent The imperative form of  annoncer  may be useful if youre using it as an assertive and short command or request. When doing so, theres no need to include the subject pronoun: use annonce rather than tu annonce. Imperative (tu) annonce (nous) annonons (vous) annoncez

Creating a Diffusion Line For the Stella McCartney Brand Essay

Creating a Diffusion Line For the Stella McCartney Brand - Essay Example The paper "Creating a Diffusion Line For the Stella McCartney Brand" discovers the supply base of the Stella McCartney brand. Chung et al (2001) and Malhotra (1986) explain that brand personality can also be helpful in creating customer loyalty in the saturated domestic market, and this has been true of Stella McCartney. This is achieved through interaction with positive associations with the personalities of the consumers. Abedania (2010) states that this interaction helps a company to gain deeper understanding of the perception of consumers towards the brand. Stella McCartney has been able to tap into the value of its organized value chains to increase its profit margins, and reduce its expenses like transportation. A retail structure should enable a company to reach more target customers with the product and give an insight to their perceptions. An analysis of the company’s retail organizational structure indicates that it serves the needs of the organization. The company o perates 17 freestanding McCartney stores situated in Milan, New York, Los Angeles and London’s Mayfair, Manhattan’s Soho, Paris’ Palais Royal, LA’s West Hollywood, Rome and Miami. Currently, her collections are distributed in more than 50 countries through a network of 600 wholesale accounts including department stores and specialty shops. There is also an online shop for customers to purchase products online. This retail structure does not allow the company to have a total control on the delivery of its products. An overview of the supply base of the Stella McCartney brand From the above discussion, it is clear that Stella McCartney has an extensive supply chain. This supply chain serves the needs of the proposed diffusion brand and its proposed buying strategy in various ways. First, the extensive supply chain ensures that high-end designs more and easily accessible to the public. The customers are to be allowed to access lowly-priced but specially desi gned products for a limited time. Information from IBISWorld (2012) revels that offering products that are moderately priced than the original line will ensure that the devised buying strategy captures customers from less wealthy and younger demographics. This is a group of budget-conscious buyers and thus this strategy is important in ensure that customer demand is sustained all through the business periods, especially when the value of once-elite brands fades and they no longer sell as they used to. There is room for improvements that will help in ensuring that the existing supply chain serves the needs, and buying strategy of the proposed diffusion brand to a better level. One of the recommendations is to enter into lower-priced designer collaborations with many fast selling fashion retailers. Although the products will be offered at different price ranges, this step will result to increased sales and thus a general increase in revenue. The company is able to interact and communi cate with customers through various ways through its supply chain. For for example, it uses brochures and direct customer service which ensures that the needs of the customers are always taken into accountability when coming up with new designs. Global distribution strategy for taking the product forward to both the B2B and B2C consumer The company’s distribution strategy for taking the product forward to both the B2B and B2C should be formulated from a multichannel perspective.

Poster proposal presentation Essay Example | Topics and Well Written Essays - 750 words

Poster proposal presentation - Essay Example Application programs also fall in this category and a good example is the payroll check processor. An ecommerce database is a method of storage and presentation of large amounts of information which is then used by an ecommerce or by an online payment system. Ecommerce makes it possible for consumers to remotely from the internet make purchases or process relevant financial transactions. A secure database is needed by the company hosting the ecommerce process to store such valuable and sensitive information such as credit card information and product inventory. When making a decision on the best choice for an ecommerce solution, it is important to take careful consideration to ensure it is helpful in its untended purpose. It is important to consider if the database provides a secure environment when deciding on which ecommerce database to use so as to protect sensitive information such as personal, financial, and project information. It is very important to make the database application user friendly and easy to use as well as being flexible and adaptable to change. This is so that where need be, modifications or improvements can be made in the future. Customer information in a data base is stored in one file and the sales information is then stored in another separate file. each customers information is entered only once and then each customer is assigned a number unique to them. This makes it possible for the sales records to be entered using only the customer number to refer back to their specific customer file. This mode of database use helps to saves data entry time and also storage space. It also helps by making it easier and faster to retrieve information. Another advantage is that it makes it possible to get quick answers to important queries concerning your sales. For instance you can then be able to find out which product you sold the most in a very fast manner since all the system has to do is read the sales information. Most

A Hard Life is No Excuse for Poor Academics Essay Example for Free

A Hard Life is No Excuse for Poor Academics Essay All too often people treat community college students are inferior to students of large universities, even believing that community college students are expected to be less successful. Doing this lowers students’ morale and makes them feel they are unworthy of obtaining gainful employment or even raising their own standards. Though this lowers morale, having a hard life absolutely is no excuse for having excessive absences, rewrites, late papers, plagiarized work, or instructors with low standards who do not require the students to adjust as needed to succeed. As a community college student, the education I am working so hard to gain has been scoffed at and even mocked. Once while having a casual conversation with a co-worker, he asked what college I attend. I told him Spartanburg Community College and he replied â€Å"that isn’t a college, it’s a technical school.† This is a prime example of how students from community colleges are treated as inferior to students of a large university. Students from every institution can suffer hardships and handle their hardships in their own way. I have seen a student who was battling cancer and still holding a B average. On the other hand, there are also students who are just lazy and that lackadaisical attitude shows in their academics. In the article â€Å"The Myth of Inferiority† T. Allen Culpepper stated: At both kinds of institutions, I have also found students who manage to complete a full load of classes successfully while working three jobs, rearing multiple children alone, caring for elderly relatives, and coping with chronic illness or disability, as well as students who take a relatively light load of courses and don’t do much else (except illicit drugs) but still manage to fail all their classes, despite considerable intelligence and ability. (330) What this all comes down to is how hard a student is willing to work on their education. The more students see instructors accepting lackluster work from lackadaisical students, the more the attitude spreads. This is where the instructor comes in. Accepting students’ excuses and excessive absences, allowing rewrites, late papers, and plagiarized work gives the instructor and in turn the institution a bad reputation. With the world literally at everyone’s finger tips, thanks to the internet, no one has the excuse that they weren’t able to at least attempt to complete and submit assignments on time and without plagiarism. Thankfully, there are instructors who don’t believe this is helpful. If asked why he would do well as a community college instructor Culpepper said he would reply, â€Å"I have learned to maintain high standards, expect students to meet them, and do whatever I can to help students meet those expectations.† After which he goes on to explain, â€Å"To lower our standards is to accept the false assumption that students â€Å"here† are inferior to students â€Å"there.†(331) In any college, students may have to adjust to a different form of learning than they are familiar with, but to change a teaching style to appease students is ridiculous. â€Å"In my experience, most students respond favorably to professors who teach well and respond negatively to professors who teach badly, regardless of the teaching methods employed.†(331) Treating someone as though they are beneath you is disrespectful and, if in a position of power, may be considered discriminatory. Though negative words don’t leave visible scars they do leave emotional scars that can turn a once successful student into a struggling, hopeless student. We are all equal and should treat each other as we would like to be treated. The sooner the world as a whole practices this, the sooner bias and discrimination can become a thing of the past. Works Cited Culpepper, T. Allen. â€Å"The Myth of Inferiority.† The Norton Mix. Ed. Judy Sieg. New York; Norton, 2012. 327-31. Print.

The Difference Between Sissy And Bitzer Essay -- essays research paper

"Give me your definition of a horse," (Pg 3) says the eminently practical Mr. Thomas Gradgrind of Charles Dickens’ unforgettable novel, Hard Times. Can anybody really define a horse? Cecilia Jupe, also known as Sissy, was unable to answer this question because she was, well, normal. Bitzer, the boy brought up in Coketown, the city of facts, answered, "Quadruped. Graminivorous. Forty teeth, namely, twenty-four grinders, four eye-teeth, and twelve incisive..." (Pg. 4). Clearly the contrast between Sissy and Bitzer can be seen. The differences between Bitzer and Sissy are shown not only in their definitions of a horse, but also in their physical appearance, personality, background, and the different philosophies that they each represent: fact and fancy. From the very beginning, Dickens had made it clear to the reader that Sissy represents fancy and Bitzer represents facts. He uses the two characters in many ways to portray the differences between fact and fancy. One way of doing this is describing Sissy and Bitzer’s physical appearance. Dickens has a tendency to make his characters’ physical appearance reflect their personalities. This is true for both Sissy and Bitzer. Sissy is described as vibrant and full of dark, rich colors. She glows with passion and kindness. Bitzer, on the other hand, is described as a very pale boy. He seems cold and emotionless, with light colored eyes and light colored hair. While Sissy seems to have an aura of goodness, Bitzer does not. He is emotionless. Even in the setting of a classroom, the differences in appearance between Sissy and Bitzer are apparent, for â€Å"Sissy, being at the corner of a row on the sunny side, came in for the beginning of a sunbeam, of which Bitzer, being at the corner of a row on the other side, a few rows in advance, caught the end.† Sissy seemed to â€Å"receive a deeper and more lustrous colour from the sun when it shone upon her,† while the same sunbeam â€Å"seem to draw out of him (Bitzer) what little colour he ever possessed† (Pg. 3-4). The differences between Sissy and Bitzer are so evident that one must have been able to tell which philosophies that they each stand for. Throughout the course of the novel, Sissy and Bitzer’s actions help to describe what kind of personality they each have, which are a... ...s logical to them. Bitzer, however, represents the philosophy of facts and only facts. His actions, appearance, and training at Mr. McChoakumchild’s school show what a person becomes when they follow that philosophy. He had become cold and hard, with not a single thought for anyone but his self-interest. Dickens uses these two characters to show the differences between the two philosophies and the consequences that following these philosophies may have. Through Bitzer and Sissy, the two different philosophies that each represent can be clearly seen: fact versus fancy. Bitzer has become a selfish person who does not care for anyone but himself. Sissy was the emotional center of the book because she was, practically, the only one that had real emotions from the very beginning. It can be distinguished which philosophy Dickens agrees with: fancy. He makes fact seem dull and dead, while making fancy seem colorful and full of life. Sissy is the kind of person that everyone would love, and Bitzer is someone that everybody would hate. Unmistakably, it is easy to tell which philosophy one would prefer. Maybe Bitzer ought to take a couple of lessons from Sissy.

History of state and federal prison Essay

Prisons, unlike jails, confine felons sentenced to longer then a year to serve their sentence within the facilities. They are operated by state governments but the Federal Bureau of Prisons also houses federal offenders in Federal penitentiaries. Since its establishment of prisons within the United States, over-crowding has always been a growing problem in both state and federal prisons. Since the beginning of the first state penitentiary in America, which was Walnut Street Jail led by Dr. Benjamin Rush in Philadelphia in 1790, officials and scholars have always been looking for more humane and reformed alternatives to punishments for criminals. Through the years state prisons have found ways of making the penitentiaries more humane and reformed through public work services and other forms of labor. In the 1930s, state prisons developed prison work camps in which inmates would be made to work various labor jobs as â€Å"slaves of the state†. Today prisons are much different where they do offer labor programs in some states, prisons are more for reforming the criminals through educational and religious programs. As well as work there is also the variety of security levels for prisons present today which are: Maximum-security prisons, Close high-security prisons, Medium-security prisons, Minimum-security prisons, and Open-security prisons. Most state prisons have multilevel prisons to house various levels of securities depending on the offender. State prisons aren’t the only one that has history throughout the years, as there is also Federal prison. Congress passed the â€Å"Three Prisons Act† in 1891, establishing the Federal Prison System implementing the first three prisons: USP Leavenworth, USP Atlanta, and USP McNeil Island. Throughout the years of federal prisons there have been various forms for federal prisons that house particular groups of offenders from juveniles, implemented in the 1920s, to reformatories for women. This moved to establish a more centralized way of doing administration and that was through the Federal Bureau of Prisons in 1930. Through the years, BOP has opened 16 institutions bring the total of federal prisons to 115 with a population of more than 211,310. State and Federal prisons may have their issues to work on as far as overcrowding and prisons conditions but the United States would not be where it is today without the help of our prison systems and it’s officials. References †¢ Federal Bureau of Prisons, (2010) retrieved from http://www.bop.gov/about/history/first_years.jsp †¢ Foster, B. (2006). Corrections: The fundamentals. Upper Saddle River, NJ: Pearson Prentice Hall.

One of the Greatest Founding Fathers of America

Alexander Hamilton was one of the Continental Army officers, who served George Washington during the American war of Independence. Hamilton prevailed over the greatest difficulties and miseries like penury and illegitimacy, while gaining the auspicious position as aide-de-camp to George Washington. Hamilton and Washington work hand in hand for more than quarter of century during the Revolutionary War, Hamilton helped Washington in framing the Constitution, and finally the Presidency of the US. The unyielding reputation Alexander Hamilton had enjoyed during the Revolutionary War put him among the greatest heroes of American history.Hamilton was the strongest advocate of the Constitution, and his contribution to the substance of American government is incomparable. Even today after the passage of two centuries, Hamilton’s importance remains unmatched. He will always be remembered for his financial prowess, principled politics, intellectual depth, and hard work. $10 bill of US cu rrency still reminds us of the only non-presidential face besides Franklin to appear on currency note. Hamilton’s Early Life Alexander Hamilton’s early life was not an auspicious by any means; he was born in 1755 in the British West Indies.His father, James Hamilton, was a merchant, could not come to America because of debt. Hamilton’s mother, Rachel Fawcett, had to depended upon friends and family to survival in the new land. When Hamilton reached the age of ten, the family moved to a small island of St. Croix, where his mother could not survive more than few months. Although Hamilton could not get the proper school education, but he excelled himself as a mercantile clerk upon the encouragement of friends and relatives. His formal education began when a Presbyterian minister Reverend Hugh Knox gave a sermon, which proved inspiring to him.Reverend Hugh Knox raised funds to send Alexander away to school in 1773. He entered Kings College in 1774. â€Å"He was qui te a mature young man, with a strong grasp on political issues with a working knowledge of British and American government, which he exhibited in a series of anonymous pamphlets so discerning; they were attributed to John Jay. He was only 17 at the time†. (Frisch, 33) Hamilton’s Military Career In 1775, he discontinued his education, and on March 1776 he founded a volunteer military company.He was then commissioned as Captain of the Provincial Company on New York Artillery. He demonstrated immense talent and intellect in his duties with artillery that Nathanael Green took notice of him. â€Å"He was asked to serve on the staff of Lord Stirling, which he declined, and continued his career with the artillery effectively at Long Island, Harlem Heights, White Plains†¦ as well as seeing action at Trenton and Princeton in the New Jersey campaign†. (Cooke, 71) Hamilton did not study military history and tactics in any institution but developed the military acumen o n his own.Hamilton led a successful raid for British cannon in the Battery, the capture of which resulted in the Hearts of Oak becoming an artillery company thereafter. Through his connections with influential New York patriots like Alexander McDougall and John Jay, he raised his own artillery company of sixty men in 1776, drilling them, selecting and purchasing their uniforms with donated funds, and winning their loyalty; they chose the young man as their captain. Association with George Washington In the campaign of 1776 around New York, Hamilton’s proficiency and bravery got the attention of George Washington.After Hamilton's gallantry and heroic accomplishment displayed at the crucial engagement at Trenton, he was appointed an aide to General Washington. In this position his writing skills and keen sense of judgement would prove essential to the highest command in the army. The 1777 winter encampment at Morristown, New Jersey, found Hamilton with an army of well under 10, 000. The army, however, was reinforced steadily as the winter progressed into spring. During this time Hamilton recorded, â€Å"the many deserters coming in from the enemy showed them to be in desperate straits†¦Since the possibility that the French might enter the war in Europe would disincline the British from sending reinforcements overseas†. (Flexner, 77) Hamilton spent the winter of 1777-1778 with Washington and the Continental Army at Valley Forge. Hamilton’s Non-military/Political Career Hamilton began his non-military career soon after the Revolutionary War. After three months of intensive study of the law in Albany, New York, Hamilton was admitted to the bar in July of 1783. Then, after the British army evacuated New York City, he opened his law office at 57 Wall Street.Hamilton also continued with his political endeavors. He served in Congress from 1782 to 1783, was elected to the Continental Congress, and founded the Bank of New York in February of 1784 . Once elected, Hamilton remained politically active all of his life. He prepared but did not present a proposal calling for a convention with full powers to revise the Articles of Confederation. Instead, he became one of the prime movers for calling the Annapolis Convention. At the Annapolis Convention in September of 1786, Hamilton served as one of three delegates from New York.â€Å"He supported Madison in inducing the Convention to exceed its delegated powers and personally drafted the call to summon the Federal Convention of May 1787 at Philadelphia. At that Convention, Hamilton again represented New York as one of three delegates†. (Goebl,, 127) Rivalry with Jefferson Considering Hamilton in relation to Thomas Jefferson is instructive. During their lives, the two men engaged each other in a titanic struggle over the form of the United States government and its relationship to society. In a directly parallel fashion, the public images of the two men also have been in per petual contention.â€Å"Yet while Hamilton and the Federalists were able to seize the reins of power in the 1790s and institute many of their programs, it is Jefferson who, in the long run, captured the imagination and love of the American people†. (Syrett, 82) Last Years Aaron Burr and Alexander Hamilton had been on friendly terms for years, but after fifteen years of having every political aspiration thwarted by Hamilton, Burr was seething with anger and itching for revenge. Burr's loss in the governor's race led him to challenge Hamilton to a duel. On July 11, 1804 in Weehawken, New Jersey, Burr exacted his revenge on his nemesis with a single shot.Alexander Hamilton died from the wound on July 12, 1804 in New York City. Works Cited Cooke, Jacob E. , The Reports of Alexander Hamilton, New York: Harper & Row, 1964. Frisch, Morton J. , Selected Writings and Speeches of Alexander Hamilton, Washington/London: American Enterprise Institute for Public Policy Research, 1985. Goeb l, Julius, The Law Practice of Alexander Hamilton, Vols. I & II, New York: Columbia University Press, 1964, 1969. Syrett, Harold C. , The Papers of Alexander Hamilton, Vols. 1-27, New York/London: Columbia University Press Flexner, James T. , The Young Hamilton. Boston: Little, Brown and Company, 1978.

Reading skill Essay Essays

Reading skill Essay Essays Reading skill Essay Essay Reading skill Essay Essay Foregrounding or Underscoring Key Ideas When you highlight or underline cardinal words and thoughts. you are placing the most of import parts of the text. There’s an of import accomplishment at work here: You can’t highlight or underline everything. so you have to separate between the facts and thoughts that are most of import ( major thoughts ) and those facts and thoughts that are helpful but non so of import ( minor or back uping thoughts ) . Highlight merely the major thoughts. so you don’t stop up with a text that’s wholly highlighted. An efficaciously highlighted text will do for an easy and fruitful reappraisal. When you jump back. you’ll be rapidly reminded of the thoughts that are most of import to retrieve. Highlighting or underscoring major points as you read besides allows you to retain more information from the text. Skim in front and leap back. Mark up the text. Make speci? hundred observations about the text. Planing Ahead and Jumping Back Skimming in front enables you to see what’s coming up in your reading. Page through the text you’re about to read. Notice how the text is broken down. what the chief subjects are. and the order in which they are covered. Notice cardinal words and thoughts that are boldfaced. bulleted. boxed. or otherwise highlighted. Planing through the text beforehand will fix you for what you are about to read. It’s a batch like look intoing out the hills and curves in the class before a cross-country race. If you know what’s in front. you know how to gait yourself. so you’re prepared to manage what’s to come. When you? nish your reading. leap back. Review the sum-ups. headers. and highlighted information in the text. Notice both what the writer highlighted and what you highlighted. By leaping back. you help solidify in your head the thoughts and information you merely read. You’re reminded of how each thought? T into the whole. how ideas and information are connected. When you make connexions between thoughts. you’re much more likely to retrieve them. Circling Unfamiliar Words One of the most of import wonts to develop is that of circling and looking up unfamiliar words and phrases. If possible. don’t sit down to read without a dictionary by your side. It is non uncommon for the significance of an full sentence to hinge on the significance of a individual word or phrase. and if you don’t cognize what that word or phrase agencies. you won’t understand the sentence. Besides. this wont enables you to rapidly and steadily spread out your vocabulary. so you’ll be a more con? dent reader and talker. If you don’t hold a dictionary readily available. attempt to find the significance of the word as best you can from its context- that is. the words and thoughts around it. ( There’s more on this subject in Lesson 3. ) Then. do certain you look up the word every bit shortly as possible so you’re sure of its significance. Taging Up the Text Marking up the text creates a direct physical nexus between you and the words you’re reading. It forces you to pay closer attending to the words you read and takes you to a higher degree of comprehension. Use these three schemes to tag up text: ten – HOW TO USE THIS BOOK – Making Marginal Notes Recording your inquiries and reactions in the borders turns you from a inactive receiving system of information into an active participant in a duologue. ( If you’re reading a library book. compose your reactions in a notebook. ) You will acquire much more out of the thoughts and information you read about if you create a â€Å"conversation† with the author. Here are some illustrations of the sorts of reactions you might compose down in the border or in your notebook:  ¦  ¦  ¦  ¦ Making Observations Good readers know that authors use many different schemes to show their thoughts. Even if you know really small about those schemes. you can do utile observations about what you read to better understand and retrieve the author’s thoughts. You can detect. for illustration. the author’s pick of words ; the construction of the sentences and paragraphs ; any repeat of words or thoughts ; of import inside informations about people. topographic points. and things ; and so on. This step- making observations- is indispensable because your observations ( what you notice ) lead you to logical illations about what you read. Inferences are decisions based on ground. fact. or grounds. You are invariably doing illations based on your observations. even when you’re non reading. For illustration. if you notice that the sky is full of dark. heavy clouds. you might deduce that it is traveling to rain ; if you notice that your coworker has a stack of gardening books on her desk. you might deduce that she likes horticulture. If you misunderstand what you read. it is frequently because you haven’t looked closely adequate at the text. As a consequence. you base your illations on your ain thoughts and experiences. non on what’s really written in the text. You end up coercing your ain thoughts on the writer ( instead than listening to what the writer has to state ) and so organizing your ain thoughts about it. It’s critical. so. that you begin to truly pay attending to what authors say and how they say it. If any of this sounds confounding now. don’t concern. Each of these thoughts will be exhaustively explained in the lessons that follow. In the interim. get down practising active reading as best you can. Get down by taking the pretest. Questions frequently come up when you read. They may be answered subsequently in the text. but by that clip. you may hold forgotten the inquiry! And if your inquiry isn’t answered. you may desire to discourse it with person: â€Å"Why does the author describe the new public assistance policy as ‘unfair’ ? † or â€Å"Why does the character react in this manner? † Agreements and dissensions with the writer are bound to originate if you’re actively reading. Write them down: â€Å"That’s non needfully true! † or â€Å"This policy makes a batch of sense to me. † Connections you note can be either between the text and something that you read earlier or between the text and your ain experience. For illustration. â€Å"I remember experiencing the same manner when I. . . † or â€Å"This is similar to what happened in China. † Evaluations are your manner of maintaining the writer honest. If you think the writer isn’t supplying suf? cient support for what he or she is stating or that there’s something incorrect with that support. say so: â€Å"He says the dropping of the bomb was inevitable. but he doesn’t explain why† or â€Å"This is a really sel? sh ground. † eleven READING COMPREHENSION SUCCESS IN 20 MINUTES A DAY Pretest B efore you start your survey of reading accomplishments. you may desire to acquire an thought of how much you already cognize and how much you need to larn. If that’s the instance. take the pretest that follows. The pretest consists of 50 multiple-choice inquiries covering all the lessons in this book. Naturally. 50 inquiries can’t screen every individual construct or scheme you will larn by working through this book. So even if you get all the inquiries on the pretest right. it’s about guaranteed that you will? nd a few thoughts or reading tactics in this book that you didn’t already know. On the other manus. if you get many inquiries wrong on this pretest. don’t desperation. This book will demo you how to read more efficaciously. measure by measure. You should utilize this pretest to acquire a general thought of how much you already know. If you get a high mark. you may be able to pass less clip with this book than you originally planned. If you get a low mark. you may? nd that you will necessitate more than 20 proceedingss a twenty-four hours to acquire through each chapter and better your reading accomplishments. There’s an reply sheet you can utilize for? lling in the right replies on page 3. Or. if you prefer. merely circle the reply Numberss in this book. If the book doesn’t belong to you. compose the Numberss 1–50 on a piece of paper and enter your replies at that place. Take as much clip as you need to make this short trial. When you? nish. look into your replies against the reply key at the terminal of this lesson. Each reply offers the lesson ( s ) in this book that teaches you about the reading scheme in that inquiry. 1 – LEARNINGEXPRESS ANSWER SHEET – 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. a a a a a a a a a a a a a a a a a B B B B B B B B B B B B B B B B B degree Celsius degree Celsius c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsius vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. a a a a a a a a a a a a a a a a a B B B B B B B B B B B B B B B B B 3 degree Celsius degree Celsius c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsius vitami n D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. a a a a a a a a a a a a a a a a B B B B B B B B B B B B B B B B degree Celsius degree Celsius c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsiuss c hundred degree Celsiuss c hundred vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D vitamin D – PRETEST – Pretest The pretest consists of a series of reading transitions with inquiries that follow to prove your comprehension. Cultural Center Adds Classes for Young Adults The Allendale Cultural Center has expanded its humanistic disciplines plan to include categories for immature grownups. Director Leah Martin announced Monday that get downing in September. three new categories will be offered to the Allendale community. The class rubrics will be Yoga for Teenagers ; Hip Hop Dance: Learning the Latest Moves ; and Creative Journaling for Teens: Detecting the Writer Within. The latter class will non be held at the Allendale Cultural Center but alternatively will run into at the Allendale Public Library. Staff member Tricia Cousins will learn the yoga and hip hop categories. Ms. Cousins is an complete choreographer every bit good as an experient dance pedagogue. She has an MA in dance instruction from Teachers College. Columbia University. where she wrote a thesis on the pedagogical effectivity of dance instruction. The journaling category will be taught by Betsy Milford. Ms. Milford is the caput bibliothec at the Allendale Public Library every bit good as a editorialist for the professional diary Library Focus. The classs are portion of the Allendale Cultural Center’s Project Teen. which was initiated by Leah Martin. Director of the Cultural Center. Harmonizing to Martin. this undertaking is a direct consequence of her attempts to do the centre a more built-in portion of the Allendale community. Over the last several old ages. the figure of people who have visited the cultural centre for categories or events has steadily declined. Undertaking Teen is chiefly funded by a muni? cent grant from The McGee Arts Foundation. an organisation devoted to conveying humanistic disciplines plans to immature grownups. Martin oversees the Project Teen board. which consists of? ve board members. Two board members are pupils at Allendale’s Brookdale High School ; the other three are grownups with backgrounds in instruction and the humanistic disciplines. The originative journaling category will be cosponsored by Brookdale High School. and pupils who complete the category will be given the chance to print one of their journal entries in Pulse. Brookdale’s pupil literary magazine. Students who complete the hip hop category will be eligible to take part in the Allendale Review. an one-year concert sponsored by the cultural centre that features local histrions. instrumentalists. and terpsichoreans. All categories are scheduled to get down instantly following school dismissal. and transit will be available from Brookdale High School to the Allendale Cultural Center and the Allendale Public Library. For more information about Project Teen. reach the cultural center’s scheduling of? Ce at 988-0099 or bead by the of? Ce after June 1 to pick up a autumn class catalog. The of? Ce is located on the 3rd? oor of the Allendale Town Hall. 2. Which of the undermentioned statements is right? a. Tricia Cousins will learn two of the new categories. B. The new categories will get down on June 1. c. Peoples who want a complete autumn catalogue should halt by the Allendale Public Library. d. The cultural center’s one-year concert is called Pulse. 1. The Creative Journaling for Teens category will be cosponsored by a. The Allendale Public Library. B. The McGee Arts Foundation. c. Brookdale High School. d. Betsy Milford. 5 – PRETEST – 6. The rubric of the class â€Å"Creative Journaling for Teens: Detecting the Writer Within† implies that a. all immature people should compose in a journal day-to-day. b. adolescents do non hold adequate avocations. c. composing in a diary can assist adolescents go better and more originative authors. d. adolescents are in demand of counsel and way. 3. Harmonizing to Leah Martin. what was the direct cause of Project Teen? a. Tricia Cousins. the gifted choreographer and dance pedagogue. was available to learn classs in the autumn. B. Community organisations were disregarding local adolescents. c. The McGee Arts Foundation wanted to be more involved in Allendale’s humanistic disciplines programming. d. She wanted to do the cultural centre a more of import portion of the Allendale community. 7. Which of the following right states the primary topic of this article? a. Leah Martin’s personal thoughts about immature grownups B. The McGee Foundation’s grant to the Allendale Cultural Center c. three new categories for immature grownups added to the cultural center’s humanistic disciplines plan d. the demands of immature grownups in Allendale 4. Which of the undermentioned factors is implied as another ground for Project Teen? a. The figure of people who have visited the cultural centre has declined over the last several old ages. B. The cultural centre wanted a grant from The McGee Arts Foundation. c. The immature people of Allendale have complained about the cultural center’s offerings. d. Leah Martin thinks categories for adolescents are more of import than categories for grownups. 8. This article is organized in which of the following ways? a. in chronological order. from the yesteryear to the hereafter b. most of import information? rst. followed by background and inside informations. c. background? rst. followed by the most of import information and inside informations. d. as sensational intelligence. with the most controversial subject? rst 5. From the context of the transition. it can be determined that the word â€Å"muni? cent† most about means a. complicated. b. generous. c. funny. d. unusual. 6 – PRETEST – ( extract from the gap of an ignoble essay ) John Steinbeck’s Grapes of Wrath. published in 1939. was followed ten old ages subsequently by A. B. Guthrie’s The Way West. Both books chronicle a migration. though that of Guthrie’s innovators is well less black in beginning. What strikes one at? rst glimpse. nevertheless. are the commonalties. Both Steinbeck’s and Guthrie’s characters are chiefly husbandmans. They look to their finishs with about spiritual enthusiasm. conceive ofing their â€Å"promised† land the manner the Biblical Israelites envisioned Canaan. Both undergo great adversity to do the trek. But the two sagas differ clearly in beginning. Steinbeck’s Oklahomans are forced off their land by the Bankss who own their mortgages. and they follow a false promise- that occupations await them as seasonal labourers in California. Guthrie’s husbandmans volitionally remove themselves. selling their land and merchandising their old dreams for their new hope in Oregon. The pioneers’ determination to go forth their farms in Missouri and the East is frivolous and ill-founded in comparing with the Oklahomans’ unwilling response to supplanting. Yet. it is they. the innovators. whom our history books declare the heroes. 11. Which of the undermentioned extracts from the essay is an sentiment. instead than a fact? a. â€Å"Both Steinbeck’s and Guthrie’s characters are chiefly husbandmans. † B. â€Å"Steinbeck’s Oklahomans are forced off their land by the Bankss who own their mortgages†¦Ã¢â‚¬  c. â€Å"John Steinbeck’s Grapes of Wrath. published in 1939. was followed ten old ages subsequently by A. B. Guthrie’s The Way West. † d. â€Å"The pioneers’ determination to go forth their farms in Missouri and the East is frivolous and ill-founded in comparing with the Oklahomans’†¦Ã¢â‚¬  9. From the context of the transition. it can be determined that the word â€Å"frivolous† most about agencies a. silly. b. exalted. c. dif? cult. d. calculated. 10. Suppose that the writer is sing following this sentence with supportive item: â€Å"Both undergo great adversity to do the trek. † Which of the undermentioned sentences would be in maintaining with the comparing and contrast construction of the paragraph? a. The migrators in The Way West cross the Missouri. so the Kaw. and do their manner overland to the Platte. B. The Oklahomans’ buss break down repeatedly. while the pioneers’ waggons need frequent fixs. c. Today’s travellers would see it a adversity to pass several yearss. allow alone several months. acquiring anyplace. d. The Joad household. in The Grapes of Wrath. loses both grandma and gramps before the journey is complete. 12. The linguistic communication in the paragraph implies that which of the followers will go on to the Oklahomans when they arrive in California? a. They will? nd a agency to pattern their faith freely. B. They will be declared national heroes. c. They will non? nd the occupations they were promised. d. They will do their lifes as mechanics instead than as farm labourers. 7 – PRETEST – Bill Clinton’s Inaugural Address ( extract from the gap ) When George Washington? rst took the curse I have merely sworn to continue. intelligence traveled easy across the land by horseback and across the ocean by boat. Now the sights and sounds of this ceremonial are broadcast outright to one million millions around the universe. Communications and commercialism are planetary. Investing is nomadic. Technology is about charming. and aspiration for a better life is now cosmopolitan. We earn our support in America today in peaceable competition with people all across the Earth. Profound and powerful forces are agitating and refashioning our universe. and the pressing inquiry of our clip is whether we can do alter our friend and non our enemy. This new universe has already enriched the lives of 1000000s of Americans who are able to vie and win in it. But when most people are working harder for less ; when others can non work at all ; when the cost of health care devastates households and threatens to ruin our endeavors. great and little ; when the fright of offense robs observant citizens of their freedom ; and when 1000000s of hapless kids can non even conceive of the lives we are naming them to take. we have non made alter our friend. 15. When President Clinton says that â€Å"most people are working harder for less. † he is a. making a sensible decision based on grounds he has provided. b. making an unreasonable decision based on grounds he has provided. c. doing a generalisation that would necessitate grounds before it could be con? rmed. d. doing a generalisation that is so obvious that grounds is non needed. 13. What is the cardinal subject of the address so far? a. how Americans can maintain up with planetary competition b. ways in which engineering has undermined our economic system c. ways in which engineering has improved our lives d. how alteration has affected America and our demand to accommodate 14. By comparing our times with those of George Washington. Bill Clinton demonstrates a. how seemingly different. but really similar. the two epochs are. b. how engineering has drastically speeded up communications. c. that presidential startups receive immense media attending. d. that telecasting is a much more convincing communications tool than print. 16. Assuming that Clinton wants to add something about offense being a more serious menace in our clip than in George Washington’s. which of the undermentioned sentences would be most consistent with the tone of the presidential address? a. If I’d been alive in George’s twenty-four hours. I would hold enjoyed cognizing that my married woman and kid could walk metropolis streets without being mugged. B. In George Washington’s clip. Americans may non hold enjoyed as many luxuries. but they could rest in the consciousness that their vicinities were safe. c. George could at least count on one thing. He knew that his household was safe from offense. d. A statistical analysis of the overall growing in offense rates since 1789 would uncover that a signi? cant addition has occurred. 8 – PRETEST – The Crossing Chapter I: The Blue Wall ( extract from the gap of a novel by Winston Churchill ) I was born under the Blue Ridge. and under that side which is bluish in the eventide visible radiation. in a wild land of game and wood and hotfooting Waterss. There. on the boundary lines of a brook that runs into the Yadkin River. in a cabin that was chinked with ruddy clay. I came into the universe a topic of King George the Third. in that portion of his kingdom known as the state of North Carolina. The cabin reeked of corn-pone and bacon. and the olfactory property of furs. It had two shakedowns. on one of which I slept under a bearskin. A unsmooth rock chimney was reared outside. and the? replace was every bit long as my male parent was tall. There was a Crane in it. and a bake boiler ; and over it great buckhorns held my father’s Rhode Island? vitamin E when it was non in usage. On other horns hung jerked bear’s meat and venison jambons. and calabashs for imbibing cups. and bags of seed. and my father’s best hunting shirt ; besides. in a ignored corner. several articles of woman’s garb from nog. These one time belonged to my female parent. Among them was a gown of silk. of a? Ne. faded form. over which I was wont to theorize. The adult females at the Cross-Roads. 12 stat mis off. were dressed in harsh white walnut wool and immense sunbonnets. But when I questioned my male parent on these affairs he would give me no replies. My male parent was- how shall I say what he was? To this twenty-four hours I can merely surmise many things of him. He was a Scotchman Born. and I know now that he had a little Scotch speech pattern. At the clip of which I write. my early childhood. he was a backwoodsman and huntsman. I can see him now. with his runing shirt and leggins and mocassins ; his pulverization horn. engraved with fantastic scenes ; his slug pouch and hatchet and runing knife. He was a tall. thin adult male with a strange. sad face. And he talked small save when he drank excessively many â€Å"horns. † as they were called in that state. These oversights of my father’s were a ageless beginning of admiration to me- and. I must state. of delectation. They occurred merely when a passing traveller who hit his illusion chanced that manner. or. what was about as rare. a neighbour. Many a winter dark I have lain awake under the teguments. listening to a? ow of linguistic communication that held me spellbound. though I understood scarce a word of it. â€Å"Virtuous and barbarous every adult male must be. Few in the extreme. but all in a grade. † The opportunity neighbour or traveller was no less smitten with admiration. And many the clip have I heard the question. at the Cross-Roads and elsewhere. â€Å"Whar Alec Trimble got his larnin’ ? † 18. Judging by the sentences environing it. the word â€Å"surmise† in the 3rd paragraph most about means a. to organize a negative sentiment. b. to praise. c. to want. d. to think. 17. Why did the storyteller enjoy it when his male parent drank excessively many â€Å"horns. † or bill of exchanges of spirits? a. The male parent spoke brightly at those times. B. The male child was so allowed to make as he pleased. c. These were the lone times when the male parent was non opprobrious. d. The male child was allowed to try the drink himself. 9 – PRETEST – 22. Which of the undermentioned adjectives best describes the part in which the cabin is located? a. remote b. urban c. agricultural d. ? at 19. The reference of the frock in the 2nd paragraph is most likely meant to a. demo the similarity between its proprietor and other members of the community. b. show how warm the clime was. c. show the unsimilarity between its proprietor and other members of the community. d. give us insight into the manner most of the adult females of the part dressed. 23. The writer most likely utilizations dialect when citing the inquiry. â€Å"Whar Alec Trimble got his larnin’ ? † in order to a. show disapproval of the father’s imbibing. b. demo how people talked down to the storyteller. c. show the speakers’ deficiency of instruction. d. mimic the manner the male parent talked. 20. It can be inferred from the transition that Alec Trimble is a. a traveller. b. a neighbour. c. the narrator’s male parent. d. a poet. 21. What is the significance of the lines of poetry quoted in the transition? a. Work force who pretend to be virtuous are really barbarous. B. Moderate sums of virtue and ferociousness are present in all work forces. c. Virtuous work forces can non besides be barbarous. d. Whether work forces are virtuous or barbarous depends on the dif? culty of their fortunes. 10 – PRETEST – ( extract from a missive to a pet-sitter ) Dear Lee. As I told you. I’ll be gone until Wednesday forenoon. Thank you so much for taking on my â€Å"children† while I’m off. Like existent kids. they can be sort of annoying sometimes. but I’m traveling to bask myself so much more wise they’re acquiring some sort human attending. Remember that Regina ( the â€Å"queen† in Latin. and she acts like one ) is teething. If you don’t watch her. she’ll chaw anything. including her sister. the cat. There are plentifulness of chaw playthings around the house. Whenever she starts gnawing on anything illegal. merely deviate her with one of those. She by and large settles right down to a good hour-long chaw. Then you’ll see her rolling around wailing with the remains of the plaything in her oral cavity. She gets truly frustrated because what she wants is to bury the thing. She’ll attempt to delve a hole between the shock absorbers of the sofa. Finding that unsatisfactory. she’ll wander some more. discontent. until you solve her job for her. I normally show her the wash basket. traveling a few apparels so she can bury her plaything beneath them. I do sound like a parent. don’t I? You have to understand. my ain boy is practically grown up. Regina’s nutrient is the Puppy Chow in the public-service corporation room. where the other favored nutrient is stored. Give her a bowl one time in the forenoon and one time in the eventide. No more than that. no affair how much she begs. Beagles are ill-famed overeaters. harmonizing to her breeder. and I don’t want her to lose her girlish? gure. She can portion Rex ( the King’s ) H2O. but be certain it’s changed daily. She needs to travel out several times a twenty-four hours. particularly last thing at dark and? rst thing in the forenoon. Let her remain out for approximately 10 proceedingss each clip. so she can make all her concern. She besides needs a walk in the afternoon. after which it’s of import to frolic with her for awhile in the pace. The game she loves most is fetch. but be certain to do her bead the ball. She’d instead play jerks of war with it. State her. â€Å"Sit! † Then. when she does. state. â€Å"Drop it! † Be certain to state her â€Å"good miss. † and so throw the ball for her. I hope you’ll bask these Sessionss every bit much as I do. Now. for the other two. Rex and Paws†¦ ( missive continues ) 26. Harmonizing to the writer. his or her fond regard to the pets derives at least partly from a. their regal lineages and royal bearing. b. holding few friends to go through the clip with. c. these peculiar animals’ exceeding demands. d. a desire to go on rearing. 24. The tone of this missive is best described as a. chatty and humourous. b. logical and precise. c. con? dent and trusting. d. condescending and preachy. 25. If the pet-sitter is a business-like professional who watches people’s pets for a life. she or he would probably prefer a. more? rst-person disclosures about the proprietor. b. fewer? rst-person disclosures about the proprietor. c. more congratulations for holding to watch the animate beings. d. greater item on the animals’ cute behaviour. 27. The information in the note is suf? cient to find that there are three animate beings. They are a. two cats and a Canis familiaris. b. three Canis familiariss. c. a Canis familiaris. a cat. and an unspeci? ed animate being. d. a cat. a Canis familiaris. and a parrot. 11 – PRETEST – 29. From the context of the note. it is most likely that the name â€Å"Rex†is a. Spanish. b. English. c. Gallic. d. Latin. 28. Given that there are three animate beings to feed. which of the undermentioned agreements of the eating instructions would be most ef? cient and easiest to follow? a. all given in one list. chronologically from forenoon to dark b. provided individually as they are for Regina. within separate transitions on each animate being c. given in the order of measures needed. the most to the least d. placed in the center of the missive. where they would be least likely to be overlooked. 30. If the Sitter is to follow the owner’s waies in playing fetch with Regina. at what point will he or she will state Regina â€Å"good girl† ? a. every clip Regina goes after the ball b. after Regina? nds the ball c. when Regina brings the ball back d. after Regina drops the ball ( extract from a pro-voting essay ) Vote is the privilege for which wars have been fought. protests have been organized. and columns have been written. â€Å"No revenue enhancement without representation† was a conflict call of the American Revolution. Women struggled for right to vote as did all minorities. Eighteen-year-olds clamored for the right to vote. stating that if they were old plenty to travel to war. they should be allowed to vote. Yet Americans have a distressing vote history. Interviewing people about their vote wonts is uncovering. There are persons who province that they have neer voted. Often. they claim that their single ballot doesn’t affair. Some people blame their absence from the voting booth on the fact that they do non cognize plenty about the issues. In a democracy. we can show our sentiments to our elective leaders. but more than half of us sometimes avoid taking the people who make the policies that affect our lives. 33. By taking the word â€Å"clamored. † the writer implies that a. eighteen-year-olds are by and large enthusiastic. b. vote was non a serious concern to eighteenyear-olds. c. eighteen-year-olds felt strongly that they should be allowed to vote. d. eighteen-year-olds do non manage themselves in an adult-like mode. 31. This statement relies chiefly on which of the following techniques to do its points? a. emotional averments b. researched facts in support of an averment c. emotional entreaties to electors d. emotional entreaties to nonvoters 32. Which of the undermentioned sentences best summarizes the chief thought of the transition? a. Americans are excessively lazy to vote. B. Women and minorities fought for their right to vote. c. Americans do non take vote earnestly plenty. d. Americans do non believe that elected of? cials take their sentiments earnestly. 12 – PRETEST – Improving Streamside Wildlife Habitats ( excerpt from Habitat Extension Bulletin distributed by the Wyoming Game and Fish Department ) Riparian flora [ the green set of flora along a watercourse ] can assist stabilise stream Bankss ; ? lter deposit from surface overflow ; and supply wildlife home ground. livestock eatage. and scenic value. Well-developed flora besides allows bank dirts to absorb excess H2O during spring overflow. let go ofing it subsequently during dry months. therefore bettering late-summer watercourse? ows. In many parts of the waterless West. trees and bushs are found merely in riparian countries. Woody workss are really of import as winter screen for many wildlife species. including highland game birds such as pheasants and Meleagris gallopavos. Often this winter screen is the greatest individual factor restricting game bird populations. Woody flora besides provides concealment screen and browse for many other species of birds and mammals. both game and nongame. Dead trees ( â€Å"snags† ) are an built-in portion of streamside home grounds and should be left standing whenever possible. Woodpeckers. nutcrackers. brown creepers. and other birds eat the insects that decompose the wood. These insects normally pose no menace to nearby life trees. Occasionally a disease being or abuse of pesticides will weaken or kill a base of trees. If several trees in a little country Begin to decease. reach your local extension agent instantly. 36. Assume that the writer has done some other composing on this subject for a different audience. The other piece Begins: â€Å"Remember the last clip you walked along a watercourse? No uncertainty thick flora prevented easy advancement. † What is the likely consequence on the reader of this gap? a. an aroused involvement. due to the mention to the reader’s personal experience b. bitterness. due to being addressed so personally c. loss of involvement. because the gap line makes no effort to pull the reader in d. confusion. because non every reader has walked along a watercourse 34. What is the consequence of the word pick â€Å"riparian† ?