填空题

Questions 47 to 51 are based on the following passage.
You’ve decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses. You like the idea because it seems easy to do and economical. However, you’ve never tried this before so yon question whether this method will bring you customers.
Let me say this first, "All Forms of Advertising Work! " However, you have to clearly understand how the advertising medium works and realize that each form has its limitations along with costs associated with it.
Advertising in any medium has always been about repetition and getting your name remembered. It’s called "Branding". Study businesses that use television commercials. They are constantly repeating their business message 1000’s of times a day. They are the best free examples to watch and learn from.
So for your business, you can conclude that the more your prospects see your name or message repeated, the easier it is for them to get to know you and what you offer. Then it becomes an easier task to get them to buy from you.
So how does post card advertising work You create an ad on a post card. This can be done in your favorite graphics or word program. Then use the mail merge feature in the program to insert mailing addresses automatically. In case you haven’t set up your address book you would need to do this before you do a mail merger.
Print out the cards, stamp them and then mail them out. If done correctly and repeated over and over again your customer base will grow. This is the simple mechanics of post card advertising.
How much should you send out I would start small and build from that. This gives you the ability to spend a little at a time while measuring how much each mail out converts. This keeps your advertising costs down and manageable.
Start with 500 post cards a month. Only target prospects you know that would use your product or services. Then I would repeat the mail out to the same group over the next 1-2 years.
Even if they do not buy the first or second time after they’ve received your card, they are beginning to get to know you and your product or services. As time goes by your chances of converting them to a buyer increase. There is also a good chance that those you target may pass your offer onto someone else.
"Branding" is a way of advertising that get the customers remember the brand of a product by means of ______.