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You can browse this item here: MM Lecture Notes 1
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| MacBinary II, inited, Sun May 28 16:08:05 1995, modified Sun May 28 16:08:05 1995, creator SimpleText, type ASCII, 23699 bytes "MM Lecture Notes 1" , at 0x5d13 332 bytes resource
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|000055a0| 20 69 6e 76 65 6e 74 69 | 6f 6e 20 6f 66 20 6e 65 | inventi|on of ne|
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|00005640| 63 6c 6f 74 68 69 6e 67 | 2e 20 49 66 20 79 6f 75 |clothing|. If you|
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|00005750| 54 68 65 20 62 75 72 65 | 61 75 63 72 61 74 73 20 |The bure|aucrats |
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|000057b0| 6c 6b 20 61 72 74 20 6f | 66 20 6f 75 72 20 74 69 |lk art o|f our ti|
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|000057e0| 61 72 74 2d 61 6e 6f 6e | 79 6d 6f 75 73 3b 20 75 |art-anon|ymous; u|
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|00005860| 62 69 6c 6c 69 6f 6e 20 | 70 65 72 20 61 6e 6e 75 |billion |per annu|
|00005870| 6d 2e 20 50 61 69 64 20 | 6c 61 72 67 65 6c 79 20 |m. Paid |largely |
|00005880| 74 6f 20 61 72 74 69 73 | 74 73 20 61 6e 64 20 6d |to artis|ts and m|
|00005890| 65 64 69 61 20 70 65 6f | 70 6c 65 2e 20 54 68 65 |edia peo|ple. The|
|000058a0| 20 67 72 65 61 74 65 73 | 74 20 66 6f 6c 6b 20 61 | greates|t folk a|
|000058b0| 72 74 20 6f 66 20 6f 75 | 72 20 74 69 6d 65 2e 20 |rt of ou|r time. |
|000058c0| 41 6e 20 61 72 65 61 20 | 72 65 71 75 69 72 69 6e |An area |requirin|
|000058d0| 67 20 74 68 65 20 75 74 | 6d 6f 73 74 20 61 74 74 |g the ut|most att|
|000058e0| 65 6e 74 69 6f 6e 20 66 | 6f 72 20 73 74 75 64 65 |ention f|or stude|
|000058f0| 6e 74 73 20 69 6e 20 6f | 75 72 20 73 63 68 6f 6f |nts in o|ur schoo|
|00005900| 6c 73 2e 20 4e 6f 74 20 | 74 68 65 20 63 6c 61 69 |ls. Not |the clai|
|00005910| 6d 73 20 6f 66 20 74 68 | 65 20 70 72 6f 64 75 63 |ms of th|e produc|
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|00005940| 65 6c 76 65 73 20 74 68 | 61 74 20 61 72 65 20 62 |elves th|at are b|
|00005950| 65 69 6e 67 20 65 6d 70 | 6c 6f 79 65 64 2e 20 4f |eing emp|loyed. O|
|00005960| 6e 65 20 6f 66 20 74 68 | 65 20 72 69 63 68 65 73 |ne of th|e riches|
|00005970| 74 20 61 72 65 61 73 20 | 66 6f 72 20 74 68 65 20 |t areas |for the |
|00005980| 74 72 61 69 6e 69 6e 67 | 20 6f 66 20 70 65 72 63 |training| of perc|
|00005990| 65 70 74 69 6f 6e 20 74 | 68 61 74 20 65 78 69 73 |eption t|hat exis|
|000059a0| 74 73 2e 0d 0d 59 6f 75 | 20 6b 6e 6f 77 20 69 66 |ts...You| know if|
|000059b0| 20 69 74 20 77 65 6e 74 | 20 69 6e 74 6f 20 74 68 | it went| into th|
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|000059e0| 20 74 68 65 20 61 64 76 | 65 72 74 69 73 65 72 73 | the adv|ertisers|
|000059f0| 20 77 6f 75 6c 64 20 62 | 65 20 6f 75 74 20 6f 66 | would b|e out of|
|00005a00| 20 62 75 73 69 6e 65 73 | 73 20 69 6e 20 6e 6f 20 | busines|s in no |
|00005a10| 74 69 6d 65 20 62 65 63 | 61 75 73 65 20 74 68 65 |time bec|ause the|
|00005a20| 69 72 20 77 6f 72 6b 20 | 69 73 20 69 6e 74 65 6e |ir work |is inten|
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|00005a40| 62 6c 65 2e 20 41 6c 6c | 20 61 64 76 65 72 74 69 |ble. All| adverti|
|00005a50| 73 69 6e 67 20 69 73 20 | 64 65 6c 69 62 65 72 61 |sing is |delibera|
|00005a60| 74 65 6c 79 20 64 65 73 | 69 67 6e 65 64 20 6e 6f |tely des|igned no|
|00005a70| 74 20 74 6f 20 62 65 20 | 6e 6f 74 69 63 65 64 2e |t to be |noticed.|
|00005a80| 20 4f 6e 65 20 6f 66 20 | 74 68 65 20 66 69 72 73 | One of |the firs|
|00005a90| 74 20 74 65 73 74 73 20 | 74 68 65 20 61 64 20 61 |t tests |the ad a|
|00005aa0| 67 65 6e 63 69 65 73 20 | 61 70 70 6c 79 20 74 6f |gencies |apply to|
|00005ab0| 20 61 6e 20 61 64 20 69 | 73 20 77 61 73 20 69 74 | an ad i|s was it|
|00005ac0| 20 6e 6f 74 69 63 65 64 | 2e 20 49 66 20 69 74 20 | noticed|. If it |
|00005ad0| 69 73 20 74 68 65 6e 20 | 69 74 73 20 61 20 62 61 |is then |its a ba|
|00005ae0| 64 20 61 64 76 65 72 74 | 69 73 65 6d 65 6e 74 2e |d advert|isement.|
|00005af0| 20 54 68 65 79 20 77 61 | 6e 74 20 74 68 65 20 61 | They wa|nt the a|
|00005b00| 64 20 74 6f 20 62 65 20 | 6e 6f 74 69 63 65 64 20 |d to be |noticed |
|00005b10| 74 77 6f 20 6f 72 20 74 | 68 72 65 65 20 77 65 65 |two or t|hree wee|
|00005b20| 6b 73 20 6c 61 74 65 72 | 20 61 66 74 65 72 20 79 |ks later| after y|
|00005b30| 6f 75 d5 76 65 20 66 69 | 72 73 74 20 73 65 65 6e |ou.ve fi|rst seen|
|00005b40| 20 69 74 2e 20 49 74 d5 | 73 20 63 61 6c 6c 65 64 | it. It.|s called|
|00005b50| 20 54 68 65 20 50 6f 65 | 74 7a 6c 65 20 65 66 66 | The Poe|tzle eff|
|00005b60| 65 63 74 2e 20 54 68 65 | 20 50 6f 74 7a 6c 65 20 |ect. The| Potzle |
|00005b70| 45 66 66 65 63 74 20 69 | 73 20 74 68 65 20 70 73 |Effect i|s the ps|
|00005b80| 79 63 6f 6c 6f 67 69 63 | 61 6c 20 65 66 66 65 63 |ycologic|al effec|
|00005b90| 74 20 77 68 65 72 65 62 | 79 20 74 68 65 20 69 6d |t whereb|y the im|
|00005ba0| 70 61 63 74 20 6f 66 20 | 73 6f 6d 65 74 68 69 6e |pact of |somethin|
|00005bb0| 67 20 69 73 20 64 65 6c | 61 79 65 64 20 66 6f 72 |g is del|ayed for|
|00005bc0| 20 74 77 6f 20 6f 72 20 | 74 68 72 65 65 20 77 65 | two or |three we|
|00005bd0| 65 6b 73 2e 20 54 68 65 | 79 20 74 72 79 20 74 6f |eks. The|y try to|
|00005be0| 20 62 75 69 6c 64 20 61 | 6c 6c 20 61 64 76 65 72 | build a|ll adver|
|00005bf0| 74 69 73 65 6d 65 6e 74 | 73 20 6f 6e 20 74 68 65 |tisement|s on the|
|00005c00| 20 70 72 69 6e 63 69 70 | 61 6c 20 6f 66 20 64 65 | princip|al of de|
|00005c10| 6c 61 79 65 64 20 70 65 | 72 63 65 70 74 69 6f 6e |layed pe|rception|
|00005c20| 20 73 6f 20 74 68 61 74 | 20 79 6f 75 20 77 69 6c | so that| you wil|
|00005c30| 6c 20 6e 6f 74 20 62 65 | 67 69 6e 20 74 6f 20 61 |l not be|gin to a|
|00005c40| 72 67 75 65 20 77 69 74 | 68 20 74 68 65 20 61 64 |rgue wit|h the ad|
|00005c50| 20 72 69 67 68 74 20 6f | 66 66 2e 20 59 6f 75 20 | right o|ff. You |
|00005c60| 73 65 65 20 69 66 20 79 | 6f 75 20 6e 6f 74 69 63 |see if y|ou notic|
|00005c70| 65 20 74 68 65 20 61 64 | 20 79 6f 75 d5 72 65 20 |e the ad| you.re |
|00005c80| 6c 69 6b 65 6c 79 20 74 | 6f 20 73 61 79 20 d2 49 |likely t|o say .I|
|00005c90| 74 d5 73 20 62 75 6e 6b | 2c 20 74 68 65 72 65 d5 |t.s bunk|, there.|
|00005ca0| 73 20 6e 6f 74 20 61 20 | 77 6f 72 64 20 6f 66 20 |s not a |word of |
|00005cb0| 74 72 75 74 68 20 69 6e | 20 69 74 2e d3 20 41 6e |truth in| it.. An|
|00005cc0| 64 20 74 68 65 20 61 64 | 76 65 72 74 69 73 65 72 |d the ad|vertiser|
|00005cd0| 20 74 72 79 73 20 74 6f | 20 61 76 6f 69 64 20 74 | trys to| avoid t|
|00005ce0| 68 61 74 20 72 65 61 63 | 74 69 6f 6e 20 62 79 20 |hat reac|tion by |
|00005cf0| 68 69 64 69 6e 67 20 74 | 68 65 20 61 64 2e 0d 0d |hiding t|he ad...|
|00005d00| 28 45 6e 64 20 4f 66 20 | 43 68 61 70 74 65 72 20 |(End Of |Chapter |
|00005d10| 31 29 0d 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |1)......|........|
|00005d20| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005d30| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005d40| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005d50| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005d60| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005d70| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005d80| 00 00 01 00 00 00 01 1a | 00 00 00 1a 00 00 00 32 |........|.......2|
|00005d90| 65 20 76 65 72 79 20 63 | 6c 6f 73 65 6c 79 20 72 |e very c|losely r|
|00005da0| 65 6c 61 74 65 64 2e 20 | 54 68 65 20 72 65 61 73 |elated. |The reas|
|00005db0| 12 4d 4d 20 4c 65 63 74 | 75 72 65 20 4e 6f 74 65 |.MM Lect|ure Note|
|00005dc0| 73 20 31 6f 02 00 00 00 | 54 45 58 54 74 74 78 74 |s 1o....|TEXTttxt|
|00005dd0| 00 00 54 45 58 54 74 74 | 78 74 01 00 01 38 01 80 |..TEXTtt|xt...8..|
|00005de0| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005df0| 00 00 ab ee 50 04 00 00 | 5c 93 00 00 01 4c 63 68 |....P...|\....Lch|
|00005e00| 20 74 68 65 79 20 63 61 | 6e 20 62 65 20 61 70 70 | they ca|n be app|
|00005e10| 72 65 68 65 6e 64 65 64 | 20 67 69 76 65 73 20 74 |rehended| gives t|
|00005e20| 68 65 6d 20 6e 6f 20 65 | 73 63 61 70 65 20 72 6f |hem no e|scape ro|
|00005e30| 75 74 65 2e 20 54 68 65 | 20 62 61 6e 6b 20 72 6f |ute. The| bank ro|
|00005e40| 62 62 65 72 20 74 6f 64 | 61 79 20 63 61 6e 20 62 |bber tod|ay can b|
|00005e50| 65 20 63 61 75 67 68 74 | 20 73 6f 20 71 75 69 63 |e caught| so quic|
|00005e60| 6b 6c 79 20 74 68 61 74 | 20 74 68 65 20 67 65 74 |kly that| the get|
|00005e70| 61 77 61 79 20 63 61 72 | 20 69 73 20 75 73 65 6c |away car| is usel|
|00005e80| 00 00 00 16 00 01 00 00 | 00 00 00 10 00 0c 00 01 |........|........|
|00005e90| 00 00 00 00 00 00 00 00 | 00 00 00 00 01 00 00 00 |........|........|
|00005ea0| 01 1a 00 00 00 1a 00 00 | 00 32 01 37 4a e8 66 74 |........|.2.7J.ft|
|00005eb0| 00 00 00 1c 00 32 00 00 | 73 74 79 6c 00 00 00 0a |.....2..|styl....|
|00005ec0| 00 80 ff ff 00 00 00 00 | 01 37 a8 c0 00 00 00 00 |........|.7......|
|00005ed0| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005ee0| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00005ef0| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
+--------+-------------------------+-------------------------+--------+--------+
