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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 __________a product for acid indigestion, sour stomach and headaches. At that time the advertising for the product showed a hand __________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 __________. After the success of the campaign, other manufacturers began to use _________ ideas to _________ sales. In 1891, when American farmers were __________________ 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 _______ anew way of selling: mail order. Sears bought _________ and so kept prices low. he was also good at ___________ customers with advertising. By 1895 the Sears catalogue had 532 pages. The company was _________ fast, so it _________ to a huge building in Chicago. Finally the company __________ the first automated warehouse. This improved the __________ of the business by 1,000 percent. By the 1990s many people were using mobile phones for both business and pleasure. They had a ___________ and received a bill ______ calls they had made in the __________ month. Vodafone, a successful UK mobile phone company, was already making good _________ when it _________ its new Pay As You Talk service in 1997. This allowed customers to have a phone _______ a contract and monthly bills. Instead, they have a 憈op up?card to ________ calling and service credit. The advantage for customers was that they could carefully _________ the amount of money spent-very useful for parents who gave phones to their children. Vodafone抯 great idea was to get people to