Choose the best answer to complete the sentence.Mary will have finished all her work _______

We live in a world of tired, sleep deprived people. In his book Counting Sheep, Paul Martin - a behavioural biologist - describes a society which is just too busy to sleep and which does not give sleeping the importance it deserves. Modern society has invented reasons not to sleep. We are now a 24/7 society where shops and services must be available all hours. We spend longer hours at work than we used to, and more time getting to work.
Mobile phones and email allow us to stay in touch round the clock and late-night TV and the Internet tempt us away from our beds. When we need more time for work or pleasure, the easy solution is to sleep less. The average adult sleeps only 6.2 hours a night during the week, whereas research shows that most people need eight or even eight and a half to feel at their best. Nowadays, many people have got used to sleeping less than they need and they live in an almost permanent state of'sleep debt'.
Until the invention of the electric light in 1879 our daily cycle of sleep used to depend on the hours of daylight. People would get up with the sun and go to bed at nightfall. But nowadays our hours of sleep are mainly determined by our working hours (or our social life) and most people are woken up artificially by an alarm clock. During the day caffeine, the world's most popular drug, helps to keep us awake. 75% of the world's population habitually consume caffeine, which up to a point masks the symptoms of sleep deprivation.
What does a chronic lack of sleep do to us? As well as making us irritable and unhappy as humans, it also reduces our motivation and ability to work. This has serious Implications for society in general. Doctors, for example, are often chronically sleep deprived, especially when they are on'night call',  and may got less than three hours'sleep. Lack of sleep can seriously  impair their mood, judgment, and ability to take decisions. Tired engineers, in the early hours of the morning, made a series of mistakes with catastrophic results. On our roads and motorways lack of sleep kills thousands of people every year. Tests show that a tired driver can be just as dangerous as a drunken driver. However, driving when drunk is against the law but driving when exhausted isn't As Paul Martin says, it is very ironic that we admire people who function on very little sleep instead of criticizing them for being irresponsible, Our world would be a much safer, happier place if everyone, whatever their job, slept eight hours a night

The writer mentions the internet in the passage as ..................

Fill in each numbered blank with one suitable word or phrase.

ASEAN Handicraft Promotion and Development Association (AHPADA) was established as a result of a Workshop on Handicraft for Export which was (1) _____ by the Royal Thai Government in February 1981 in Bangkok. AHPADA was formed as a forum for both the government and private sectors that are concerned with meeting and complementing each other in the promotion and development of handicrafts (2) _____. AHPADA is affiliated to the ASEAN and the World Craft Council. The (3) _____ members were Thailand, Malaysia, the Philippines and Indonesia. Singapore and Brunei join in a little (4) _____. Cambodia, Lao, Myanmar and Vietnam joined in September 1999.AHPADA's objectives are: To take common approach to develop and promote the marketing of crafts (5) _____ and outside the ASEAN Region. To operate as a main point of promotion of ASEAN handicrafts and raw (6) _____ required-for production, trade fairs and exhibitions. To strengthen and improve the status of craftspeople. To create employment opportunities especially in the rural areas. To (7) _____ traditional craft skills within the context of conservation of cultural heritage. To educate and create awareness and appreciation of the authentic handicrafts of ASEAN Countries. And to build up an archive of ASEAN CRAFT information.

With the recent economic downturn in (8) _____ ASEAN Countries, AHPADA's objectives are more relevant than they have ever been before. Most producers are among the rural areas and (9) _____ majority of them are very small entrepreneurs. AHPADA works at both national level through the national focal points and at the international level through the Board of AHPADA and the Regional Secretariat which is permanently based in Bangkok, Thailand. (10) _____ 1981 AHPADA has been able to act as a catalyst and initiators in the promotion and development of ASEAN CRAFTS through seminars, workshops and exhibitions, often in partnership with several multinational and international organizations.

(3) _____

We live in a world of tired, sleep deprived people. In his book Counting Sheep, Paul Martin - a behavioural biologist - describes a society which is just too busy to sleep and which does not give sleeping the importance it deserves. Modern society has invented reasons not to sleep. We are now a 24/7 society where shops and services must be available all hours. We spend longer hours at work than we used to, and more time getting to work.
Mobile phones and email allow us to stay in touch round the clock and late-night TV and the Internet tempt us away from our beds. When we need more time for work or pleasure, the easy solution is to sleep less. The average adult sleeps only 6.2 hours a night during the week, whereas research shows that most people need eight or even eight and a half to feel at their best. Nowadays, many people have got used to sleeping less than they need and they live in an almost permanent state of'sleep debt'.
Until the invention of the electric light in 1879 our daily cycle of sleep used to depend on the hours of daylight. People would get up with the sun and go to bed at nightfall. But nowadays our hours of sleep are mainly determined by our working hours (or our social life) and most people are woken up artificially by an alarm clock. During the day caffeine, the world's most popular drug, helps to keep us awake. 75% of the world's population habitually consume caffeine, which up to a point masks the symptoms of sleep deprivation.
What does a chronic lack of sleep do to us? As well as making us irritable and unhappy as humans, it also reduces our motivation and ability to work. This has serious Implications for society in general. Doctors, for example, are often chronically sleep deprived, especially when they are on'night call',  and may got less than three hours'sleep. Lack of sleep can seriously  impair their mood, judgment, and ability to take decisions. Tired engineers, in the early hours of the morning, made a series of mistakes with catastrophic results. On our roads and motorways lack of sleep kills thousands of people every year. Tests show that a tired driver can be just as dangerous as a drunken driver. However, driving when drunk is against the law but driving when exhausted isn't As Paul Martin says, it is very ironic that we admire people who function on very little sleep instead of criticizing them for being irresponsible, Our world would be a much safer, happier place if everyone, whatever their job, slept eight hours a night

The word "which" in the third paragraph refers to .....................

Read the following passage and mark the letter A, B, C or D to indicate the correct answer to each of the questions.

Born on June 30, 1985 in Baltimore, Maryland, to Fred and Debbie Phelps, the youngest of three children, Michael Phelps and his sisters grew up in the neighbourhood of Rodger Forge. His father, Fred, a former all-rounded athlete, was a state trooper and his mother Debbie was a middle-school principal. When Phelps's parents divorced in 1994, he and his siblings lived with their mother, with whom Michael grew very close. Even at the age of 7, Phelps was still a little scared to put his head under water, so his instructors allowed him to float around on his back. Not surprisingly, despite the fact that later he is very good at butterfly swimming, the first stroke he mastered was not the easily-practised breaststroke but the backstroke.

At the age of 15, Phelps became the youngest American male swimmer to compete at an Olympic Games in 68 years. While he didn't win any medals at the 2000 Summer Olympics in Sydney, Australia, he would soon become a major force in competitive swimming.

In the spring of 2001, Phelps set the world record in the 200-meter butterfly, becoming the youngest male swimmer in history at the age of 15 years and 9 months. At the 2001 World Championships in Japan, he then broke his own record with a time of 1:54:58, earning his first international medal. In 2002, Phelps continued to establish several records including the 100-meter butterfly and the 200-meter individual medley. The following year, at the same event, he broke his own world record in the 400-meter individual medley with a time of 4:09.09.

After the London Olympics in 2012, Phelps announced he was retiring from his sport. However, at the 2016 Olympic Games, he came out of retirement and returned to professional competition. This was also the event in which he won one silver and five gold medals, becoming the oldest individual gold medalist in Olympic swimming history, as well as the first swimmer to win four consecutive golds in the same event, the 200 meter individual medley.

The word consecutive in paragraph 3 is closest in meaning to ____.

PANDEMIC DISEASES
Diseases are a natural part of life on earth. If there were  no diseases,  the population would grow too quickly, and there would not be enough food or other resources, so in a way, diseases are natural ways of keeping the Earth in balance. But sometimes  they  spread  very  quickly and kill large numbers of people. For example, in 1918, an outbreak of the flu spread  across the world, killing over 25 million people in only six months. Such terrible outbreaks of a disease are called pandemics.
Pandemics happen when a disease changes in a way that our bodies are not prepared to fight.  In 1918, a new type of flu virus appeared. Our bodies had no way to fight this new flu virus, and    so it spread very quickly and killed large numbers of people. While there have  been  many  different pandemic diseases throughout history, all of them have a new thing in    common.
First, all pandemic diseases spread from one person to another very   easily.
Second, while they may kill many people, they generally do not kill people very quickly. A good example of this would be the Marburg virus. The Marburg virus is an extremely infectious disease. In addition, it is deadly. About 70 -80% of all people who  get the Marburg virus  died  from the disease. However, the Marburg virus has not become  a pandemic  because most people die within three days of getting the disease. This means that the virus does not have enough time    to spread a large number of people. The flu virus of 1918, on the other hand, generally took about   a week to ten days to kill its victims, so it had more time to   spread.
While we may never be able to completely stop pandemics, we  can  make  them  less  common. Doctors carefully monitor new diseases that they fear could become pandemics. For example, in 2002, and 2003, doctors carefully watched SARS. Their health warnings may have prevented SARS from becoming a  pandemic.

This passage is mainly about   ................

The Influence of Advertising on Pricing
Advertising makes an immense difference in the popularity of a product. Studies have shown that consumers usually pay more for advertised products than non-advertised products. As a result, the marketing and advertising industry is a multibillion-dollar-a-year business. Local commercials can cost as little as several hundred dollars to produce, while national companies have been known to spend hundreds of thousands of dollars on a single commercial. Interestingly, the source for these expensive commercials is the consumers who view the advertisements from the comfort of their living rooms. Companies influence the prices that consumers pay in two ways.
When consumers purchase any product, they are obviously paying for the cost of manufacturing the product. However, they are also paying for the advertising campaign devised to convince consumers to buy the product. The more costly the advertising campaign, the higher the price paid by consumers. Companies are allowed to set these high prices because consumers have shown that they will continue to pay them. For instance, a multinational chain of coffee shops significantly raised its prices a few years ago, due in no small part to an expensive national advertising campaign. While regular customers noticed and were not fond of the hike, one was quoted as saying, “I doubt it will make an impact [on consumers]. It won’t change my habit." Indeed, it did not; the company experienced record sales in spite of the fact its prices were higher than its competitors'.
Another way advertising tends to affect product pricing is seen in the arena of perceived value to the consumers. The perceived value is the worth that consumers assign to a product. Studies show that often the advertising for a product determines its value more than the quality or necessity of the product itself. One way a company may take advantage of this perceived value is by running commercials during prime time. These ads are usually much more expensive than others. For example, a national commercial that ran during a popular American show cost close to $745,000 to run for thirty seconds. If people watching the show perceive that the product is more valuable simply because it was advertised during prime time, they are often willing to pay higher prices. So, whether it is seen in the cost of the commercials or the advertiser-assigned value, it is obvious that advertising drives product pricing and directly affects consumers.

According to the passage, which of the following is NOT true about the coffee chain's price increase?

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions:
Most weddings in Japan start with a religious ceremony in which usually only family members attend. Afterwards, a banquet is customarily held to which many people, including friends and colleagues, are invited. To celebrate the happy occasion, guests give the bride and groom goshuugi – gift money in special envelopes. Goshuugi from friends is usually 20,000 yen or 30,000 yen.
A typical Japanese wedding party starts when the bride and groom enter the banquet hall together, and take their seats on a slightly raised platform facing their guests. Invited guests are seated closer to the bride and groom, with family and relatives seated further in back. The bride's and groom's bosses usually give congratulatory speeches then their friends sing in celebration. Other wedding highlights include a candle ceremony where the couple holds a candle while greeting their guests at each table, and the cutting of the wedding cake. Afterwards, the bride and groom thank their parents with a speech, then leave to end the party.
In the past, dishes that supposedly brought good fortune, such as prawns and sea breams, were served in abundance. So much of the food was ordered that guests ended up taking the surplus home. Today, the majority of the weddings serve just enough for everyone. Additionally, before leaving, guests would traditionally receive souvenir gifts called hikidemono.
Many wedding ceremonies take place at wedding halls or hotels. Rough estimates show that it costs about 3 million yen to host a wedding party for 80 guests. During Japan's economic bubble, overseas weddings and flamboyant receptions with special effects, such as smoke machines and having the bride and groom fly in on gondolas, were very popular. But these days, couples choose to tie the knot in various ways, from not having any ceremony to having a modest affair, or still going all out.

The word "fortune" in paragraph 3 is closest in meaning to _     .

Birds that feed in flocks commonly retire together into roosts. The reasons for roosting communally are not always obvious, but there are some likely benefits, In winter especially, it is important for birds to keep warm at night and conserve precious food reserves. One way to do this is to find a sheltered roost. Solitary roosters shelter in dense vegetation or enter a cavity- horned, larks dig holes In the ground and ptarmigan burrow into snow banks- but the effect of sheltering is magnified by several birds huddling together in the roost, as wrens, swifts, brown creepers, bluebirds, and anis do. Body contact reduces the surface area exposed to the cold air, so the birds keep each other warm. Two kinglets huddling together were found to reduce their heat losses by a quarter and three together saved a third of their heat.

The second possible benefit of communal roosts is that they act as "information centers". During the day, parties of birds will have spread out to forage over a very large area. When they return in the evening some will have fed well, but others may have found little to eat. Some investigators have observed that when the birds set out again next morning, those birds that did not feed well on the previous day appear to follow those that did. The behavior of common and lesser kestrels may illustrate different feeding behaviors of similar birds with different roosting habits. The common kestrel hunts vertebrate animals in a small, familiar hunting ground, whereas the very similar lesser kestrel feeds on insects over a large area. The common kestrel roost and hunts alone, but the lesser kestrel roosts and hunts in flocks, possibly so one bird can learn from others where to find insect swarms. Finally, there is safety in numbers at communal roosts since there will always be a few birds awake at any given moment to give the alarm. But this increased protection is partially counteracted by the fact that mass roosts attract predators and are especially vulnerable if they are on the ground. Even those in trees can be attacked by birds of prey. The birds on the edge are at greatest risk since predators find it easier to catch small birds perching at the margins of the roost

The word "conserve" is closest in meaning to.................

Brown bears are found in Alaska and western Canada. They are first cousins of the grizzly, each belonging to the species Ursus arctos. The chief difference in them is size, as brown bears on the average are slightly larger. A full-grown male may weigh 1,500 pounds and stand 9 to 10 feet tall. Like bears everywhere they are creatures of habit that tread the same trails year after year. Brown bears have three gaits: an even, deliberate one that takes them over rough or boggy ground at a steady clip, a quick shuffle, and a fast gallop. They are not only surprisingly fast, but also, for such huge beasts, amazingly inclines. Fishing the streams in summer, they pounce on swift-moving salmon and snatch them with almost simultaneous movements of their paws and mouths. Brown bears are excellent swimmers and love to loll and wallow in the water on warm days. They are also curious and playful. Most manifest a fear of humans, but Alaskans prefer not to test these creatures and usually carry noisemakers of some kind to warn the bears of their presence.

The passage suggest that________.

New surveys suggest that the technological tools we use to make our lives easier are  killing our leisure time. We are working longer hours, taking fewer and shorter vacations (and when we do go away, we take our cell phones, PDAs, and laptops along). And, we are more stressed than ever as increased use of e-mail, voice mail, cell phones, and the Internet is destroying any idea of  privacy and leisure.
Since the Industrial Revolution, people have assumed that new labor-saving devices would free them from the burdens of the workplace and give them more time to grow intellectually, creatively, and socially -exploring the arts, keeping up with current events, spending more time with friends and family, and even just ''goofing off''.
But here we are at the start of the 21st century, enjoying one of the greatest technological boom times in human history, and nothing could be further from the truth. The very tools that were supposed to liberate us have bound us to our work and study in ways that were inconceivable just a few years ago. It would seem that technology almost never does what we expect.
In 'the old days', the lines between work and leisure time were markedly clearer. People  left their offices at a predictable time, were often completely disconnected from and out of touch with their jobs as they traveled to and from work, and were off-duty once they were home. That is no longer true. In today's highly competitive job market, employers demand increased productivity, expecting workers to put in longer hours and to keep in touch almost constantly via fax, cell phones, e-mail, or other communications devices. As a result, employees feel the need to check in on what is going on at the office, oven on days off. They feel pressured to work after hours just to catch up on everything they have to do. Workers work harder and longer, change their work tasks more frequently, and have more and more reasons to worry about job security.
Bosses, colleagues, family members, lovers, and friends expect instant responses to voice mail and e-mail messages. Even college students have become bound to their desks by an environment in which faculty, friends, and other members of the college community increasingly do their work online. Studies of time spent on instant messaging services would probably show staggering use.
This is not what technology was supposed to be doing for us. Now technologies, from genetic research to the Internet, offer all sorts of benefits and opportunities. But, when new tools make life more difficult and stressful rather than easier and more meaningful - and we are, as a society, barely conscious of it - then something has gone seriously awry, both with our expectations for technology and our understanding of how it should benefit us.

This passage has probably been taken from.................

A book has just been published to help parents to deal with their children's naughty behavior at home. The author, Dr James Bruno, says that the first positive discipline technique is for parents to remain (21)_____ because nervous parents don't get good results. Parents who often (22)____ their temper find that their children stop taking any notice of them. When parents yell at their children to make them (23)____ an order, children often act as if they did not hear them,The second challenge is to know how to correct bad behavior in an effective way. (24)_____ children by preventing them from watching their favorite TV program is not an ideal solution. Nor is telling them off when their friends are present. Dr Bruno believes parents should (25)____ clear rules for children to follow. If children refuse to follow these, they know they will be disciplined

(23)..................................

The idea of life in outer space has been talked about for a long time. Some scientists say that life development on Earth was far too unlikely for it to have happened anywhere else. Things had to be perfect for us to make it on this planet. Other scientists say that space is too big. Stars and other planets are far too numerous for there to be no other life in the universe.
For many years, there have been reports of visitors from other planets. People all around the world have claimed to see alien spaceships or even aliens themselves. There have been glimpses of these so-called UFOs (unidentified flying objects) flying through the air and they have even been captured on video. Some Americans believe that the U.S. Army found an alien spaceship crashed in the desert and then lied to the press about it. Although these sightings may be true, scientists have not found significant evidence that aliens exist.
If you go out into the countryside on a clear night and look up, you can see thousands of stars. Those stars make up a tiny part of our unniverse. There are more stars, planets, and galaxies than we can count. Even the smartest scientists can’t even come close to defining how big space is. The number of possible stars and planets out there is bigger than our ability to count. If we are really on the only planet that can sustain life, then we are very special in a universe full of amazing things.

The word “numerous” in bold in paragraph 1 is closest in meaning to ____

Chọn từ có trọng âm chính khác với các từ còn lại: service, rural, region, include

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions.

   Scientists do not yet thoroughly understand just how the body of an individual becomes sensitive to a substance that is harmless or even wholesome for the average person. Milk, wheat, and egg, for example, rank among the most healthful and widely used foods. Yet these foods can cause persons sensitive to them to suffer greatly. At first, the body of the individual is not harmed by coming into contact with the substance. After a varying interval of time, usually longer than a few weeks, the body becomes sensitive to it, and an allergy has begun to develop. Sometimes it's hard to figure out if you have a food allergy, since it can show up so many different ways. Your symptoms could be caused by many other problems. You may have rashes, hives, joint pains mimicking arthritis, headaches, irritability, or depression. The most common food allergies are to milk, eggs, seafood, wheat, nuts, seeds, chocolate, oranges, and tomatoes. Many of these allergies will not develop if these foods are not fed to an infant until her or his intestines mature at around seven months. Breast milk also tends to be protective. Migraines can be set off by foods containing tyramine, phenathylamine, monosodium glutamate, or sodium nitrate. Common foods which contain these are chocolate, aged cheeses, sour cream, red wine, pickled herring, chicken livers, avocados, ripe bananas, cured meats, many Oriental and prepared foods (read the labels!). Some people have been successful in treating their migraines with supplements of B-vitamins, particularly B6 and niacin. Children who are hyperactive may benefit from eliminating food additives, especially colorings, and foods high in salicylates from their diets. A few of these are almonds, green peppers, peaches, tea, grapes. This is the diet made popular by Benjamin Feingold, who has written the book “Why your Child is Hyperactive”. Other researchers have had mixed results when testing whether the diet is effective.

According to the article the Feingold diet is NOT ___________.

Choose the best answer to complete the sentence.

The 8th ASEAN Science and Technology Week is now being ____ in Manila from 1 to 11 July 2008

Sheffield Football Club was (1)_____ one-hundred-and-fifty years ago, and is the oldest in the world. As put of its anniversary celebrations, the club has joined forces with the world's largest express transportation company, FedEx Express, in a charitable scheme known as Boots for Africa. The (2) _____  of the scheme is to send more than two thousand pairs of used football boots to South Africa. The boots will be given to young people living in remote rural areas who are interested in taking up the sport and setting up local teams.

Sports organisations in Africa are giving their full support to the scheme which will help make the game more accessible to thousands of young people and could have a beneficial effect on the country's performance in future World Cup championships.

People in Sheffield are, (3) _____, being asked to donate any football boots, astro boots or football trainers of any size to the scheme. All the boots donated must be in good (4) _____, complete with laces and studs. Local businesses and schools who may be able to donate more than one pair of boots can receive a special 'group donation pack'. This pack contains posters and leaflets, which can be used to publicise the scheme, plus collection bags to encourage people to (5) _____ a donation. The club's website has further information about the scheme.

(1)....................................

Water scarcity is fast becoming one of the major limiting factors in world crop production.  In many areas, poor agricultural practices have led to increasing desertification and the loss of formerly arable lands. Consequently, those plants species that are well adapted to survival in dry climates are being looked at for an answer in developing more efficient crops to grow on marginally arable lands.
Plants uses several mechanisms to ensure their survival in desert environments. Some involve purely mechanical and physical adaptations, such as the shape of the plant's surface, smaller leaf size, and extensive root systems. Some of the adaptations are related to chemical mechanisms. Many plants, such as cacti, have internal gums and mucilages which give them water-retaining properties. Another chemical mechanism is that of the epicuticular wax layer. This wax layer acts as an impervious cover to protect the plant. It prevents excessive loss of internal moisture. It also protects the plant from external aggression, which can come from inorganic agents such as gases, or organic agents which include bacteria ant plant pets.
Researchers have proposed that synthetic waxes with similar protective abilities could be prepared based on knowledge of desert plants. If successfully developed, such a compound could be used to greatly increase a plant's ability to maintain health in such adverse situations as inadequate water supply, limited fertilizers availability, attacked by pets, and poor storage after harvesting

Which is one of the ways in which the epicuticular wax protects the plant?

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions.

   Scientists do not yet thoroughly understand just how the body of an individual becomes sensitive to a substance that is harmless or even wholesome for the average person. Milk, wheat, and egg, for example, rank among the most healthful and widely used foods. Yet these foods can cause persons sensitive to them to suffer greatly. At first, the body of the individual is not harmed by coming into contact with the substance. After a varying interval of time, usually longer than a few weeks, the body becomes sensitive to it, and an allergy has begun to develop. Sometimes it's hard to figure out if you have a food allergy, since it can show up so many different ways. Your symptoms could be caused by many other problems. You may have rashes, hives, joint pains mimicking arthritis, headaches, irritability, or depression. The most common food allergies are to milk, eggs, seafood, wheat, nuts, seeds, chocolate, oranges, and tomatoes. Many of these allergies will not develop if these foods are not fed to an infant until her or his intestines mature at around seven months. Breast milk also tends to be protective. Migraines can be set off by foods containing tyramine, phenathylamine, monosodium glutamate, or sodium nitrate. Common foods which contain these are chocolate, aged cheeses, sour cream, red wine, pickled herring, chicken livers, avocados, ripe bananas, cured meats, many Oriental and prepared foods (read the labels!). Some people have been successful in treating their migraines with supplements of B-vitamins, particularly B6 and niacin. Children who are hyperactive may benefit from eliminating food additives, especially colorings, and foods high in salicylates from their diets. A few of these are almonds, green peppers, peaches, tea, grapes. This is the diet made popular by Benjamin Feingold, who has written the book “Why your Child is Hyperactive”. Other researchers have had mixed results when testing whether the diet is effective.

The word "symptoms" is closest in meaning to ___________.

Choose the best answer.

_______ for my train the morning, I met an old school friend

The Influence of Advertising on Pricing

Advertising makes an immense difference in the popularity of a product. Studies have shown that consumers usually pay more for advertised products than non-advertised products. As a result, the marketing and advertising industry is a multibillion-dollar-a-year business. Local commercials can cost as little as several hundred dollars to produce, while national companies have been known to spend hundreds of thousands of dollars on a single commercial. Interestingly, the source for these expensive commercials is the consumers who view the advertisements from the comfort of their living rooms. Companies influence the prices that consumers pay in two ways.

When consumers purchase any product, they are obviously paying for the cost of manufacturing the product. However, they are also paying for the advertising campaign devised to convince consumers to buy the product. The more costly the advertising campaign, the higher the price paid by consumers. Companies are allowed to set these high prices because consumers have shown that they will continue to pay them. For instance, a multinational chain of coffee shops significantly raised its prices a few years ago, due in no small part to an expensive national advertising campaign. While regular customers noticed and were not fond of the hike, one was quoted as saying, “I doubt it will make an impact [on consumers]. It won’t change my habit." Indeed, it did not; the company experienced record sales in spite of the fact its prices were higher than its competitors'.

Another way advertising tends to affect product pricing is seen in the arena of perceived value to the consumers. The perceived value is the worth that consumers assign to a product. Studies show that often the advertising for a product determines its value more than the quality or necessity of the product itself. One way a company may take advantage of this perceived value is by running commercials during prime time. These ads are usually much more expensive than others. For example, a national commercial that ran during a popular American show cost close to $745,000 to run for thirty seconds. If people watching the show perceive that the product is more valuable simply because it was advertised during prime time, they are often willing to pay higher prices. So, whether it is seen in the cost of the commercials or the advertiser-assigned value, it is obvious that advertising drives product pricing and directly affects consumers.

The author mentions commercials running during prime time in order to ______.