暨南大学大二上学期英文tips(外招).docVIP

In the 1970s Herta Herzog, an Austrian psychologist, was working for the Jack Tinker advertising agency in New York. One of their clients was Alka-Seltzer, which manufactured a product for acid indigestion, sour stomach and headaches. At that time the advertising for the product showed a hand dropping one of the tablets into a glass of water. Herzog made a suggestion. She said that the hand in the photograph should drop two tablets into the glass. The advertising was changed and sales of Alka-Seltzer doubled. After the success of the campaign, other manufacturers began to use similar ideas to boost sales. In 1891, when American farmers were complaining about high prices in shops in the countryside, Richard Sears had an idea. Sears was an agent of a railway company and at that time he was selling watches with his partner Alvah Roebuck, a watchmaker. His idea was to use the new national railway system and post office to create anew way of selling: mail order. Sears bought in bulk and so kept prices low. he was also good at attracting customers with advertising. By 1895 the Sears catalogue had 532 pages. The company was expanding fast, so it moved to a huge building in Chicago. Finally the company developed the first automated warehouse. This improved the capacity of the business by 1,000 percent. By the 1990s many people were using mobile phones for both business and pleasure. They had a contract and received a bill for calls they had made in the previous month. Vodafone, a successful UK mobile phone company, was already making good profits when it introduced its new Pay As You Talk service in 1997. This allowed customers to have a phone without a contract and monthly bills. Instead, they have a 憈op up?card to extend calling and service credit. The advantage for customers was that they could carefully budget the amount of money spent-very useful for parents who gave phones to their children. Vodafone抯 great idea was to get people to pay in advance for their calls.