Exercise 6. Global Protocol Advertisement.

1. Global Protocol's seminars and training will give you the techniques for .........confidence through the way you present yourself and for controlling a variety of difficult business situations with ease.

a) Presenting; b) presuming; c) producing; d) projecting.

2. Our techniques have a proven ......... record and will teach you how to inspire, lead, and succeed.

a) Career; b) professional; c) progress; d) track.

3. The Global Protocol team delivers personal ......... techniques that leverage years of experience.

a) Achievement; b) advancement; c) employment; d) enhancement.

4. This expertise ensures that each of our clients ......... from our program with a powerful set of skills to navigate today's diverse workplace and thrive in our global economy.

a) Advances; b) embarks; c) launches; d) leaves.

5. Through our individual and group training, hundreds of companies and thousands of individuals have ......... the benefits gained from knowing appropriate business behavior and protocol and having a confident, powerful presence.

a) Assumed; b) donned; c) reaped; d) seized.

6. Knowing and utilizing the proper code of conduct with the right professional .........will prepare anyone for any situation.

a) Attitudes; b) demeanor; c) expressiveness; d) stance.

7. Our mission at Global Protocol, Inc. is to provide both the foundation and the framework for success by building each participant's confidence and self-........., thereby improving morale and productivity and encouraging teamwork and integrity.

a) Awareness; b) consciousness; c) esteem; d) reliance.

8. By teaching behavior modification, personal presentation, and business protocol, Global Protocol has established itself as the ......... resource for personal performance improvement and leadership development.

a) Preliminary; b) premier; c) primary; d) pristine.

9. Our Topic Specialists, because they are experts in their field, add another .........that helps our programs meet the needs of the marketplace, keeping them up to date and timely with the latest information on each given topic.

a) Dimension; b) direction; c) opinion; d) option.

10. Tip: when faced with uncertainty, make the decision that is in the best ......... of the other individual and demonstrates good form.

a) Confidence; b) consideration; c) intentions; d) interest.

Exercise 7. Apple advertising philosophy.

1. It was on September 30, 1997 that Steve Jobs revealed Apple's new marketing strategy, which would entail focusing on Apple's brand; Steve cited Nike commercials that left people with a feeling of physical excellence without ever showing the ..........

a) Ad; b) shoe; c) swish; d) Tiger.

2. The problem with Steve's ......... is, of course, that Nike doesn't just advertise with television ads, Nike also sponsors athletes, tons of them.

a) Anagram; b) analogue; c) analogy; d) anatomy.

3. Undoubtedly Apple would have pursued the sponsorship idea, but since people won't willingly watch other people use computers, they were unable to .........themselves of that option.

a) Address; b) avail; c) disenchant; d) relieve.

4. Apple's strategy may have been mistaken, incomplete or a ......... of genius depending on your perspective.

a) Blow; b) brand; c) stab; d) stroke.

5. In any event, Apple held the ......... for years: if you were to take any particular television ad produced between the date of Steve's speech and the most recent July you'll note that they share a common theme.

a) Course; b) field; c) ground; d) plot.

6. What could a TV spot featuring Einstein, Gandhi, Picasso and a Richard Dreyfuss voiceover have in common with G4 towers surrounded by tanks? — rest assured the common theme is there, but it takes a moment to ......... the thing out.

a) Badger; b) ferret; c) gopher; d) mole.

7. Once it ........ though, it becomes impossible not to notice it in every subsequent ad.

a) Hits; b) plays; c) runs; d) spots.

8. The theme isn't one of some hidden message or even a ......... background but rather something that is omitted: specifically, you never see the Apple products actually working.

a) Clear; b) cool; c) known; d) shared.

9. You'll be treated to spinning Macs, slovenly snails, or silhouettes dancing, but never an actual product doing what it was designed to do: the most ......... example of this is the spot introducing Airport.

a) Immeasurable; b) incredulous; c) irremediable; d) unfathomable.

10. While the technology has become commonplace today it was Apple who first .........onto the wireless future, yet they never showed Airport operating wirelessly.

а) Clutched; b) glommed; c) wangled; d) yanked.