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Yao’s international appeal help grow our brand globally (9) That’s saying a lot in a league where anyone under six feet five inches would be considered short. But Yao Ming (Yao is his surname) is seven feet five inches tall, a giant among giants. Just a couple of years ago, Yao left his home in China, where he played basketball for the Shanghai Sharks, to become the star center in his rookie year for the Houston Rockets. Just as quickly, (10) Yao whose presence is hard to ignore, appeared in his first television commercial for Apple Computer, in which he promoted the firm’s new PowerBook G4 computer. (His star in the advertisement was the diminutive Verne Troyer, the actor who played Mini Me in the Austin Powers films. ) Viewers loved him. (11) which aired during a recent Super Bowl. In that ad, Yao sparred with a petite actress playing a clerk who wouldn’t let him cash a check, saying, "Yo!" and pointing to a sign indicating no personal checks. A few months later, (12) for which he appeared in ads along with other sports celebrities like base-ball player Derek Jeter and football. Star Peyton Manning. (13) But Yao is different. He speaks very little English, relying heavily on a translator to help him communicate. Yet says Tom Fox, vice president of sports marketing for Gatorade, "What’s truly exciting to us is Yao’s ability to connect with American fans and transcend American culture. But Yao’s international appeal and the NBA’s international marketing strength present potential opportunities to also help grow our brand globally. "(14) As they develop their promotional strategy, they can incorporate this strength into the overall plan. "Gatorade does have aspirations around the world, and there is application for Yao if we choose to go that way, " notes Fox. A. But his slam dunk came in a commercial for Visa B. Marketers view him as a global spokesperson rather than someone who reaches only the U. S. market C. Yao signed an exclusive deal with Gatorade. D. Yao Ming is the National Basketball Association’s tallest player E. Being an advertising star makes him more popular in the U. S. F. he became a U. S. media celebrity-and a sought-after advertising spokesperson G. Hiring sports celebrities as part of a promotional campaign is nothing new H. Many advertisers strive to invite him to be the spokesperson of their product
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Foreign Public Messaging Foreign governments, particularly those that own marketable commercial products or services, the tourism ministries of those countries, so these ads often carry out political statements and/or depictions of the foreign government’s desired international public perception. Additionally,
Questions 181-185 refer to the following letter and e-mail. Health Center 29 Adelaide St. E. Toronto, Ontario Canada M5A 1N0 Vanessa Wendel 1907 Street Notre-Dame Montreal, Quebec Canada H3A 5T8 Dear Ms. Wendel: January 2nd, 20__ I understand that you are in charge of the fundraising events for the Heart and Stroke Research Fund of Central Canada. My colleague, Jessica, suggested that I contact you about getting some brochures for our office. We need information on the half marathon that is taking place in Toronto on the weekend of July lst-3rd. When I looked at the Heart and Stroke website, I noticed that your name was among the female runners who finished in the top ten last year. Jessica was surprised to hear that in addition to managing the fundraiser, you also participated in the race. You must be in excellent shape! Are you running this year I would appreciate your sending some brochures for the center. I’d like to know more about the race myself. I’ve been thinking about entering, but I’m not sure if I am ready to run a half marathon. I think I should start with a ten-kilometer run. Currently I run about 20 kilometers each week. Hope to hear from you soon. Best Wishes, kandy miller Kandy Miller, Front Office Manager To: Kandy Mlller From: Vanessa Wendel Subject: Marathon Brochrues Hi Kandy, Thank you for your letter. It was fun participating In the race last year. At first when my co-workers decided to do the run I wasn’t interested. However, within a few weeks of their training I noticed how much more energy they had. That’s when I decided to join them. It was a good experience, but unfortunately I will not be running In this year’s event. I pulled a muscle in my leg when I was golfing this summer. You should give this run a try, though. It took me about 6 months to train for the half marathon, it will probably take you half of that since you have some running experience already. I sent some brochures to the Health Center today. Thank you for your support of our cause. Last year we raised $400,000 in Toronto, and this year our goal is to double that amount. Thanks again, Vanessa Vanessa Wendel Fundraising Supervisor Why isn’t Wendel running at this year’s event
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Foreign Public Messaging Foreign governments, particularly those that own marketable commercial products or services, and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good
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