STOP AND CHECK

Date: 2015-10-07; view: 433.

Complete the passage using the appropriate words or phrases from the box:

to target; media; audience; corporate advertising; product advertising; publicity; advertising agency; image; public relations; to increase

(1)___is an important part of the marketing mix. It is used (2) ___ sales by making the product or service known to a wider (3) ___ and by emphasizing its superior qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes (4) ___. The different (5) ___ for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaigns is the job of an (6) ___.

(7) ___ is not directly concerned with increasing sales of products or services but more with the overall (8) ___ a company wants to present to the public. (9) ___ experts specialize in organizing actions and events which generate positive (10) ___ for companies.

Numismatics is the study or collection of currency, including coins, tokens, paper money, and related objects. While numismatists are often characterized as collectors of coins, the discipline also includes the broader study of money and other payment media used to resolve debts and the exchange of goods. Lacking a structured monetary system, people in the past lived in a barter society and used locally found items of inherent or implied value. A few people today still use bartering in absence of a monetary system. Early money used by people is referred to as "Odd and Curious", but the use of other goods in barter exchange is excluded, even where used as a circulating currency (e.g., cigarettes in prison). The Kyrgyz people used horses as the principal currency unit and gave small change in lambskins.^[1] The lambskins may be suitable for numismatic study, but the horse is not. Many objects have been used for centuries, such as cowry shells, precious metals and gems.

Today, most transactions take place by a form of payment with either inherent, standardized or credit value. Numismatic value may be used to refer to the value in excess of the monetary value conferred by law. This is also known as the "collector value." For example, a collector may be willing to pay more than $2.00 for a United States two-dollar bill, given their low circulation.

Economic and historical studies of money's use and development are an integral part of the numismatists' study of money's physical embodiment.

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