MONOLOGUE_TABLE COMPLETION. 1 (script)

Exercise 1-Track 1

Hello class, and welcome back to Marketing Strategies. This week I will expand upon last week’s lecture by talking about factors you should consider when creating advertising materials and the effects they can have on your product sales.

Lesson one: limit your advertising to the geographic area of your target market. Though you may have a product that people want in a large area, the distance that customers are willing to travel is a significant factor in their choice of where to purchase that product. Q31

Take this example - if you are really hungry and decide you want a burrito, would you choose the restaurant that is a block from your apartment, or the one that is just as good - or even slightly better - across town? Of course you’ll pick the closer restaurant.

Next, there’s the method of communication to your target market. How do you decide among radio ads, TV commercials, fliers, or even word of mouth?

While we often think of the visual presentation of ads, there is much more to advertising than the look. Studies show that consumers are much more likely to remember advertising slogans if there is also a sound played. Did you know that your sense of smell is closely linked with memory? Think about Mandy’s Candy Store up the road. Every time you walk past it, you can just smell the chocolate, nght? I bet you can almost smell it now. Just mentioning the name brings about the smell memory, and in turn a chocolate craving. What better way to sell chocolate bars?

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Obviously sometimes appealing to the senses isn’t the most practical way to advertise. For example, it is a good idea to come up with a marketing strategy that adapts to the product, especially digital products. The flexibility of this kind Q34 product extremely important, so it is vciy common for advertisers to torm one single layout for all of their ads - the visual, the medium, even the majority of the content - and simply update the ad each time they come out with a new version.

Remember, advertising is all about stirring up the right feeling in your potential customers, whether by stimulating the senses, appealing to intellect, and so on. Once the customer experiences the ad, the important Q35 thing is his or her reaction. Someone could love the ad you made, but unless he or she considers buying the product, you have failed to get the reaction you were looking for. So once you have successfully reached your target customer and you have his or her business, often you will want to expand to a larger market.

More often than not, the same marketing strategies you used in your small campaign may not work for a larger audience. The larger you scale your product, the more factors you must consider. For instance, Apple operates worldwide, so they must tailor their advertising for each market they enter.

Often you’ll see Apple ads on international flights that appear not only in Oj6 English, which is the lingua franca of most regions, but also in the native language of the majority of passengers. I traveled to Russia last week, and it was really interesting to see the same Nike ad that I have seen a hundred times — except this time it was in Russian!

Okay, going back to the medium of the advertisement, even after choosing to create print ads (instead of radio announcements, television commercials, etc) there is more to consider. If you print your ad in a newspaper, it will be read by a far different audience than if you print your ad in a popular magazine. Would you put an ad for the new Justin Bieber album in a newspaper? Probably not, because that product is most suitable for youths. Let’s face it - do you know 037 anyone under the age of 25 that buys a newspaper? No!

Now let’s try a few strategy exercises. Imagine you are a company that is aiming Q38 to improve the environment by making products that reduce human waste. How would you advertise your product? Clearly it would send the wrong message if you put up fliers or other materials that cause lots of waste paper. Consider instead putting commercials on the Health Channel, or buying ad space on websites like UNESCO.

Or here’s another example: What is one great place to advertise suntan Q39 lotion? How about a swimming pool? It has the exact group of people that need the product.

Alright, one last thing. Let’s say you’re filming a commercial for a water filter $ pitcher. What would be good scenery to use for the background? Think about somewhere calm and relaxing with clean, fresh water. Can’t you see how much Q40 moreeffective a commercial with the beautiful scenery and flowing rivers of a national park would be than, say, water dripping from a tap?

So to wrap things up today, think about the geography of your target market, the type of marketing material you should use, and the most effective way to appeal to the customer in order to make a successful ad campaign.

That is all I have for you all today. Make sure to read through chapter 8 for Monday if you have not done so already. OK, now I’d be happy to answer any questions you may have...

Exercise 2-Track 2

Good morning. Today I am going to cover the daunting task of giving a quality speech - a thought that makes most of us cringe. In fact, 90% of all people feel nervous about public speaking, about 10% of whom are described as genuinely terrified. Hopefully when we are finished here today, you all will be in the 10% of the population who do not feel nervous at all.

Did you know that lecturers tend to get more nervous if the speech they are Q31 giving is an important one? It makes sense, right? You probably wouldn t be nearly as nervous to address your residence hall about the proper use of the recycle and compost bins as you might be if you were asked to give the graduation speech to your entire 5,000-student class.

So what is it that makes some people completely comfortable in front of crowds? Some people think that the ability to give a good speech is a gift that Q32 others are simply bom with. This is almost never the case. Public speaking can be learned with practice.

The first, most important thing you can do to improve your confidence in delivering a speech is to prepare a quality speech. Honestly, while the content of your speech is relatively important, the audience will really only remember Q33 the last sentence you say. It is a good idea to structure the rest of your speech to lead up to this last point to really drive your message home. This is a good way to ensure that your speech is well-organised.

Once you are confident in the quality of the speech you have written, the rest is just about your stage presence. Let’s go through some do’s and don’ts of public speaking. First, you want to command the attention of the room. Do not -1 repeat, do Q35 not proceed with your speech until the audience is paying attention. Even Martin Luther King, Junior’s I Have a Dream speech wouldn’t have made any difference in the world without the undivided attention of his audience.

To continue with the I Have a Dream example, one of the reasons that MLK was such an effective orator was his ability to speak with passion and engage with his audience. That sort of charisma does not come from reading straight from paper. Don’t get me wrong - it is a good idea to write your main ideas down on Q36 a_note card, sheet of paper, or something. But one factor that will consistently lead to a boring, forgettable speech is writing down your entire speech. Do not Q31 write your full speech down. If you are constantly reading your paper, you are not making eye contact with your audience, and thus failing to really express the feeling that goes with your ideas.

I advise you write one or two ideas, so if you suddenly draw a blank you have Q38 something to jog your memory. If you’ve written a good speech that you believe in, those ideas should be sufficient to keep you on track.

Once you have those ideas written down, give your speech a few practice runs in front of the mirror, into your sound recorder on your phone, or with a friend before it comes time to address a crowd. That way you can hear how the ideas come across, make sure there are no abrupt transitions, and find out whether you’re talking too fast or'too slow. Timing is important - make sure you time Q39 yourself beforehand to see how long your speech is.

That is pretty much it! With practice you’ll be able to deliver an expert speech that engages and even maybe inspires your audience. Just remember - speak with emotion. No one wants to listen to someone reading from a script. As I come to a close in my speech, I’ll point out that 1 have employed all of these tips that I have covered. 1 practiced my speech ahead of time and timed it, and I can even show you my one small index card with just three simple bullets on it. It’s as easy as that!

Exercise 3-Track 3

have guessed, that this story was an April Fool’s Day joke and completely made up.

In all seriousness though, the building is setting a new standard of design that other architects and city planners just cannot ignore. The building’s bold and cost-efficient design has won a number of architecture awards, including the Stirling Prize, the London Region Award, and the Emporis Skyscraper Award among others. The design comfortably accommodates a large number of offices while keeping maintenance and operation costs down, striking a superb balance between nature and the workplace.    Q36

Nature is well and good, as long as the weather is nice outside. Given London’s notoriously bad weather, the architects knew they must devise a quality temperature regulation system, and that they did. A special system designed to reduce the building’s reliance on air-conditioning was devised that cuts Q37 consumption in half compared to standard office buildings. There are atria that link each floor vertically to one another, forming spiraling spaces up the entire building. They serve not just as social common spaces but also act as the building’s lungs, distributing clean air from the opening panels in the facade 038 through the entire building.

The building isn’t all business though - it has its fair share of fun as well. At

the very top, a clubroom offers a picturesque entertainment spot for company Q39

functions, private parties, etc., with a breathtaking panoramic view of the city.

The creation of such an innovative structure has many wondering what the future of urban planning and architecture may be. Well, if the other projects currently commissioned by Foster and Partners are any indication, the entire city Q40 constructed with similarly eco-friendly buildings is not far in the distance. The Masdar City development aims to create a desert city that produces zero waste and removes as much carbon dioxide from the atmosphere as it puts in - a huge feat in protecting our earth.

The Gherkin is a truly impressive feat, yet it is not the only one worth noting.

Now to move on to another green initiative, I’ll tell you about the Eden Foundation Building, found in Cornwall...

Exercise 4-Track 4

Tonight I’m going to present an overview of the research on amber. Okay, I’ll s an y giving a brief introduction about amber, then talk about the formation of amber, and then describe amber’s applications in different fields.

First of all what is amber? Amber is not a stone, but is ancient, fossilised tree

", which ,s the semi-solid amorphous organic substance secreted in pockets

d canals through epithelial cells of the plant. And why is resin produced?

Almougt, toe are contesting views as to why resin is produced, it is a plant’s

ec ion mechanism. The resm may be produced to protect the tree from ,sease and injury inflicted by insects and fungi.

Q31

Amber occurs in a range of different colors. Besides the usual yellow, orange brown, other uncommon colors are also associated with it. Interestingly,’ blue amber, the rarest Dominican amber, is highly sought after. It is only found Santiago, Dominican Republic. There are several theories about what causes

.... lf,e most common one links it to the occurrence o. volcamcdust that was present when the resin was first pressed out from nymenaea protera millions of years ago.

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At this point, you might be curious about how amber is formed. Molecular polymerisation, resulting from high pressures and temperatures produced by

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overlying sediment, transforms the resin first into copal. Sustained heat and Q33 pressure drives off terpenes and results in the formation of amber. Copal that I’ve just mentioned is also a tree resin but it hasn’t fully fossilised to amber. More generally, the term copal describes resinous substances in an intermediate stage Q34 of polymerisation and hardening between “gummier” resins and amber.

So where can we find amber? It can be found on sea shores. The main producer Q35 worldwide is Russia. In fact about 90% of the world’s available amber is located in the Kaliningrad region of Russia, which is located on the Baltic. Here, the resin is washed up on the coast after being dislodged from the ocean floor by years of water and ocean currents. However, exposure to sunlight, rain, and Q36 temperate extremes tends to disintegrate resin. This also indicates that amber is not really an ideal fossil preservative for most uses.

We’ve already learned that amber is made of tree resin. It often includes insects that were trapped within the tree many millions of years ago. A piece with a visible and well-arranged insect is generally valued much higher than simple, solid amber. One Dominican amber source reported finding a butterfly with a five-inch wing spread; this is both a large and unusual find; most butterfly specimens have no more than a two-inch wingspan. Inclusions in Dominican amber are numerous - 1 inclusion to every 100 pieces; Baltic amber contains approximately 1 inclusion to every 1,000 pieces.    Q3 7

Now that you have a basic knowledge of amber, I’d like to talk a bit about amber’s applications in different fields. First, amber is appreciated for its color and beauty. Good quality amber is used to manufacture ornamental objects and jewelry, for instance using a variety of exclusive first class quality natural Baltic amber with silver to make natural amber jewelry. But due to the biodegradation Q38 of Amber fossils, people with amber jewelry have to take special care of it, to ensure that the amber is not damaged.

It was previously believed that amber worn on the neck served to protect one from diseases of the throat and preserved the sound mind. Kalistrate, a famous doctor in the Roman Empire wrote that amber powder mixed with honey cures Q39 throat, eye and ear diseases, and if it is taken with water, eases stomachache.

While the mystery around that use of amber has not been cleared, one thing is sure: it will help effectively to defeat small malaises.



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IELTS step-by-step

Your Sdcccm la one Million

Amber has even been used as a building material. Amber created the altar in St

%ida Church fa Gdansk, Poland. In St. Petersburg, Russia, the walls of the

famous Amber Room were lined with intricate carvings and inlaid designs. This

Pfa room is being reconstructed from photographs, and can be visited at the thennePa,ace> looted in the town of Tsarskoye Selo.

Ajid finally, the fourth use of amber

is that...



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IELTS step-by-step

You Swc«m to our MImIob

Exercise 5-Track 5

Good morning, everyone. In today’s lecture, I’m going to talk about the role of sleep in humans and animals. Of all the biological processes in the animal kingdom, sleep is perhaps the most important. A human can survive for almost two weeks without eating, but did you know that one week without sleep can be fatal? It’s even worse for animals, especially for those who must avoid predators. Without sleep, an animal is much less capable of avoiding an attack Q3J - this is the case for all animals, whether they are reptiles, mammals or fish. Let Q32 us look now at how different animals sleep, reasons for their ways of rest, and the potential problems they might encounter.

In marine life, sleep must be balanced with breathing. For example, the dolphin must float to the surface as it sleeps in order to breathe. Like other large sea Q33 mammals, they keep one eye open and one half of the brain awake at all times to maintain some amount of consciousness required to breathe and to watch out for possible threats. They sleep with only one brain hemisphere in slow-wave sleep.

Birds also have unusual sleeping patterns, mostly due to being constantly on Q34 edge in the presence of numerous predators. They usually sleep quite lightly -for example, Swainson’s Thrush, also called Olive-backed Thrush, is a mediumsized thrush that takes hundreds of naps during the day, each of which lasts just a few seconds. While migrating, migratory birds tend to function well on micronaps.

Horses, on the other hand, do most of their sleeping standing up. Scientists think that horses develop their habit of sleeping upright as a defense mechanism, a way of protecting themselves against predators, and a standing position keeps a horse in a constant state of readiness to race away if danger should approach.

IELTS step-by-step



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Also, horses do occasionally take short naps lying down. Horses are heavy animals with big muscles, but their bones are surprisingly delicate, so lying in Q35 one position for a long time could well injure a horse.

Just like humans, animals can also have sleeping problems. Dr. John Hedricks Q36 and Adrian Morrison from the School of Veterinary Medicine, University of Pennsylvania in Philadelphia, determined that certain diseases were primarily associated with the sleep states in animals. In their research they emphasised that because so much in this area still remains unclear, animal models were very

important for studies of sleep disorders. The physiology of sleep in animals is similar to that of humans.

But why do we humans sleep? Researchers and scientists believe it helps us

organise our memories of the day - that sleep acts as a kind of filing system for Q37

the bram. Without it, our thoughts become disorderly and confused, which leads

to increased likelihood of accidents and a tendency to say and do bizarre things.

Researchers also believe that sleep plays a key role in learning. We sleep so that Q38

the brain can integrate new knowledge and form new associations. Because of

the similar sleeping pattern to that of humans, rats are often studied in order Q39

to increase our knowledge of human physiology. In one study, rats were kept

awake for almost two weeks, and their behavior was observed. Researchers

found the sleep-deprived rats could hardly remember anything of what they

had been taught that day. For example, one rat had been taught to recognise

pictures of various Parisian landmarks in order to receive food - pressing a

button below a picture of the Louvre would result in food being released and so

forth. However, when deprived of sleep, they would press buttons seemingly at random.

In addition to rats, the fruit fly, a small insect that feeds and breeds on spoiled fruit, also has been used as a model organism and thousands of scientists around the world work on it. But why was the fruit fly chosen to be studied? It was for practical reasons. The most important one is that the relationship between fly and human genes is so close that the sequences of newly discovered human genes, including genes that show a susceptibility, can often be matched against their fly counterparts. This provides an indication of the fiinction of the human gene and could help in the development of effective drugs to help people with sleeping disorders. Therefore, many scientists today choose to study the genetic 040

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structure of the fruit fly, which could make a particularly important contribution to the understanding of developmental processes in humans.

In conclusion, sleep is a necessary part of life not just for humans, but for the entire animal kingdom. Now, I’d be happy to answer any questions you may have...



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Exercise 6- Track 6

Good morning everyone, and welcome to the 2nd Annual Wullaballoo Conference on Mastering Computer Languages. I hope you all had a good trip. Before we get underway with today’s programme, let me fill you in as to what’s on tap for tomorrow, Sunday, February 19Ih.

At 9:00 a.m. right here in the Main Hall, we’ll be hearing a lecture from Dr John Smith about "Computer as Teacher”. Professor Smith,    QII

from the University of Melbourne, is a world-class expert in the field    Q12

of computer-assisted education, and his talk promises to be both stimulating and informative.

Immediately afterwards, at 10:30, there will be a presentation of papers by various delegates. That, however, will take place in the Garden Room on the ground floor. If you don’t yet know, the Garden Room is also called the Ballroom, and we’ll be gathering at the west end, the slightly raised area called Level 2. Just look for the crowd. If you get lost, there are signs in the foyer.

After all that thinking, talking, and listening, 1 expect everyone will be a bit weary. So at 11:15, there will be a break for coffee, cookies, and other light refreshments. These will be available at the aptly named Refreshment Standt placed by the door back here in the Main Hall.

Also, if you choose to skip the formal lunch, you can buy a packed lunch at the stand for a reasonable price.

I strongly urge you, however, to join us at the formal lunch. That won’t be till one o’clock sharp, so you have time to stroll about town a bit.

We’ll be eating at the Sea View Restaurant. The restaurant is located right here in the hotel, on the top floor. It’s a good dozen flights of    Q13

stairs, so I suggest you take the lift on the ground floor, eh? If you’re    Q 14

not fond of fish, there is an all-you-can-eat barbecue available as well.

They even offer wallaby meat!

After lunch, we’ll troop back downstairs to Level 2 in the Ballroom for the presentation of further papers, which will begin at 2:00 p.m.

Please try to be on time. I know you’ll be a bit tired after lunch, but the Ballroom echoes so with people coming in late. Thank you in advance.

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Once we've heard the papers, we’ll break for afternoon tea at 3:10 Q15 p.m. No need to walk. The manager of the refreshment stand has graciously agreed to have tea served in the Ballroom. He's even promised us some special scones, baked from a recipe of his dear old Scottish grandmother.

Then, tea being drunk and scones munched, we’ll retire here to the

Main Hall for some dosing remarks and questions. So, by 5:00 we

should have the conference wrapped up. But the fun isn't over! This

is Australia mates! We’ll be flocking to the hotel’s own Palm Lounge Q16

on the east side of the foyer for an informal reception. You can relax,

mingle with the other delegates, and let your hair down a bit. This

will run from 5:10 to 6:10, though you’re free to stay as long as you

like. The lounge manager has informed me that, for the duration of

the actual reception, you can have all-you-can-drink beer for $20.00

with purchase of an advance ticket.



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Exercise 7- Track 7

Some crocodiles did, however, adapt to living in dry conditions. In Mauritania, some crocodiles have learned to survive in an area where ihey can go up to 8 months with no water hy spending the driest of P times in whai's called a torpor, or short period of hibernation. To utilise every hit of rainfall, these desert crocodiles di« underground caves that collect runoff, thus staying cool and hydrated.

During the mating period in November and December, males attract females to their viciously protected territory through a number of behaviours that range from snapping their jaws all the way to sending infrasonic pulses through the water. Afterwards, the female digs a hole up to60cm in depth to store the eggs for an 80-day incubation Qil period. The female protects these eggs during the period, ana sometimes even helps crack the eggs with her snout at the end.

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These teeth-gnashing carnivores are softer than we think. Although these vicious creatures have attacked humans on a few occasions, the residents are not afraid of them. In fact, they show a great deal of reverence towards these wondrous creatures. Some say that crocodiles bring water to their habitat, so if they leave, they will bring the water with them. Obviously this is not true, but it demonstrates the admiration the inhabiting people have for crocodiles.

Generally, crocodiles do not predate on humans. They attack when Q39 humans populate the crocodiles’ habitat, instilling fear and uneasiness in the crocs. Like any other species, crocodiles are known to attack when feeling fear.

There’s still a lot more to be discovered about the African crocodile.

Researchers want to know more about the population size, how many crocodiles mhabit Africa in all, how they form separate floats, etc.

There is still also much to learn about migration patterns, and relations Q40 to other populations of crocodiles now found in other parts of the world.

Next time, we'll examine a few specific case studies of crocodile populations in Southern Africa.



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