JUNE 13 RC SET

As Internet marketing has matured, it has driven two trends: a
narrower focus on pitching specific consumer groups and a more robust
effort to measure the outcomes of marketing campaigns. In the
pre-Internet world, advertisers were content to pay for television
commercials
whose audience was relatively broad and whose effect was not easily
quantifiable. While a company might use viewership ratings to get
general data about the size and demographics of the audience for its
commercials, there was no way to measure the extent to which these
commercials translated into actual sales.

In contrast, many companies are now moving their marketing dollars
away from traditional advertising outlets towards Internet-based
campaigns that can target specific consumer groups and quantify the
return on marketing investments. For example, pay-per-click search
engines allow companies to pay for small text advertisements that
are displayed only when users search for specific words relevant to
the products and services sold by that company. A company is charged
only when a consumer clicks on the ad and is directed to the company's
website, thereby ensuring that the company's advertising dollars are
spent capturing consumers that demonstrate some interest in its
offerings. Further, using sophisticated web-analytic technology,
companies can track a consumer's online behavior and determine the
exact amount of any online purchases made.

Though hailed as more cost-effective, Internet advertising has its
limits. Proponents of print media argue that newspaper ads more
effectively promote brand awareness and thereby provide better value.
Further, fraud, intense competition, and the rise of ancillary
services—such as
firms that companies must hire to navigate complex webtracking
tools—render Internet marketing more costly than some companies
realize.

1. Each of the following can be inferred from the passage as a
possible consequence of the rise of Internet marketing EXCEPT

a) a decrease in the percentage of marketing dollars spent on
television advertising

b) an increased emphasis on measuring the specific outcomes of ad campaigns

c) the appearance of new marketing-related service firms

d) a decreased emphasis on "brand awareness" as a major marketing goal

e) the emergence of "pay-per-click" search engines

2. The author of the passage would be most likely to agree with which
of the following statements?

a) Companies should invest their marketing dollars only in campaigns
that can target very specific consumer groups.

b) Traditional advertising outlets are usually not worth the cost for
large companies.

c) Companies can significantly decrease their overall marketing
expenditures by shifting to the use of payper- click search engines.

d) For companies that place a premium on precisely measuring the
return on their advertising investment, Internet ads will likely be
more effective than traditional outlets.

e) Contrary to popular belief, advertising in traditional outlets is
actually less expensive than advertising on the Internet.

3. Which of the following can be inferred from the
passage about the use of pay-per-click search engines
ads?

a) Most consumers that respond to these ads translate directly into
paying customers.

b) Companies will incur relatively little cost for ads that attract
minimal interest from consumers.

c) Companies with the most impressive websites will
draw the most attention to their ads.

d) Companies with the best brands benefit the most from the ads.

e) Companies that use these ads always have webanalytic technology on
their websites.

4. The third paragraph of the passage serves to

a) point out possible disadvantages of Internet advertising

b) demonstrate the cost-effectiveness of Internet advertising

c) argue against proponents of print media

d) provide further detail on the specific example mentioned in the
second paragraph

<e) contrast newspaper ads with television commercials


*******************************************


One often hears that biographies are autobiographies, that the
biographer is always writing about himself. On the contrary, serious
biographers seek and welcome the unfamiliar, however troublesome to
account for. Ron Chernow, the author of rich biographies of the
American
businessmen J.P. Morgan and John D. Rockefeller, remarks that
biographers "like to stub their toes on hard, uncomfortable facts
strewn in their paths." Such encounters with the unaccountable are
opportunities for breaking out and breaking through, in new
directions, to fresh understanding.

One also often hears that biographers must like their subjects. That
would of course rule out such vastly important subjects as Hitler or
Stalin. In practice, the biographer must like the subject not as a
person but as a subject. Some are good subjects for the author, some
bad. And what makes one subject better than another for any particular
biographer varies dramatically. Some of the reasons are purely
practical. Does the subject need a biography? Are the materials
available? How much time is needed? A biographer's knowledge and
ability also determine the choice. Great scientists are great
subjects,
but can one write about their achievements with insight and authority?
Personal idiosyncrasies matter, too. Biographers tend to be attracted
to subjects who display particular personality traits, whether they be
ambition, cruelty, ingenuity, or any other characteristic that
separates a potential subject from the multitudes.

In choosing a subject, the biographer's main question should be, "Can
an effective book be made out of this person's life?" Day after day
for years, the biographer will try to untangle chronology, compress
relationships without distorting them, and keep the main narrative
clear
while carrying forward several intricate strands of the subject's
life. What pushes most biographers on in this endeavor is not
necessarily affection for the subject but the feeling that they are
writing a good book.

1. It can be inferred that the author makes which of the following
assumptions about biographies?

a) Their main purpose is to inform readers about key aspects of the
subjects' personalities.

b) Only subjects who share traits with biographers make good subjects
for biographies.

c) Compelling biographies cannot be written about ordinary citizens.

d) The biographer's credibility with readers is a factor in the
critical success of a biography.

e) Practical considerations are most important in the selection of a
subject for a biography.

2. The author is primarily concerned with

a) persuading biographers to change their methods

b) refuting some common beliefs about a particular literary genre

c) arguing against continued reform of a historical endeavor

d) refuting an outdated theory of a particular literary genre

e) describing the working methods of certain authors

3. The author mentions Ron Chernow most probably in order to

a) provide a counterexample to a general claim about biography

b) illustrate a questionable assertion regarding biography

c) establish a favorable comparison with an established biographer

d) underscore the importance of research in biography

e) challenge a new approach to biography

********************


The movement for women's rights traces its origin to the first half of
the nineteenth century. The Seneca Falls Convention, held in Seneca
Falls, New York in July of 1848, is commonly regarded as the beginning
of the women's rights movement in the United States. This conference
was preceded by a series of ground-breaking events that made possible
this seminal milestone in the history of American women.

The idea for the convention emerged during the 1840 World Anti-Slavery
Convention in London, a conference that precluded its female delegates
from participation in discussions. Lucretia Mott, a famous women's
rights activist, wrote in her diary that calling the 1840 convention a
"world" convention "was a mere poetical license." She had accompanied
her husband to London but had to sit behind a partition with other
women activists, including Elizabeth Cady Stanton, who later became
one of the main forces behind the Seneca Falls Convention.

During the early 1840s, Elizabeth Cady Stanton composed the
Declaration of Sentiments, a document modeled after the Declaration of
Independence, declaring the rights of women. At the time of its
composition, the Declaration of Sentiments was so bold that when
Elizabeth Stanton showed the draft to her husband, he stated that if
she
read it at the Seneca Falls Convention, he would have to leave town.
The Declaration contained several new resolutions. It proclaimed that
all men and women are born equal and stated that no man could withhold
a
woman's rights, take her property, or preclude her from the right to
vote. This Declaration also became the foundation for the Seneca Falls
Convention.

On July 19-20, 1848, the Seneca Falls Convention brought together 240
delegates between ages 22 and 60, including forty men, who spent the
two days at the conference debating, refining and voting on the
Declaration of Sentiments. Most of the declaration's resolutions
received
unanimous support and were officially endorsed. Later in 1848, the
Seneca Falls convention was followed by an even larger meeting in
Rochester, New York. Thereafter, national women's conventions were
held annually, contributing to the growing momentum in the movement
for women's rights.

1. Which of the following best describes the main purpose of the passage above?

a) To compare the origin of the women's rights movement with the
current-day situation.

b) To support further expansion of women's rights in the United States.
c) To criticize the nineteenth-century restrictions on women's rights.

d) To explain the reasons for the opposition to the Seneca Falls Convention.

e) To discuss the origin of the women's rights movement.

2. The passage provides information about each of the following, EXCEPT

a) the days on which the Seneca Falls Convention was held

b) the month in which the convention in Rochester was held

c) the year in which the World Anti-Slavery Convention was held

d) the number of candidates participating in the Seneca Falls Convention

e) the location of the World Anti-Slavery Convention

3. The second paragraph of the passage plays which of the following roles?
a) Provides details about the Declaration of Sentiments.

b) Discusses the events leading to the World Anti-Slavery Convention.

c) Describes the position of Lucretia Mott's husband towards her
attendance of the World Anti-Slavery Convention.

d) Demonstrates how the World Anti-Slavery Convention may have
contributed to the momentum behind the movement for women's rights.

e) Explains the reasons for the limited participation of women in the
World Anti-Slavery Convention.

4. Which of the following can be most reasonably inferred from the passage?

a) Most of the delegates of the Seneca Falls Convention subsequently
attended the 1848 convention in Rochester, New York.

b) The Declaration of Sentiments stated that women must not be
confined to housekeeping occupations.

c) The Seneca Falls Convention gathered more than 190 women, none of
whom were younger than 20 years old.

d) The husband of Elizabeth Cady Stanton left town after she read the
Declaration of Sentiments at the Seneca Falls Convention.

e) Most delegates at the 1840 World Anti-Slavery Convention were men.