Published on: 01 Jan 1970

Reading.Summarycompletion

“Freebie” Marketing

Not all forms of freebie marketing are legal. One notable example of this is the use of freebie marketing to “push” habit-forming goods in areas where there is otherwise no market. For illegal substances, this is already restricted on the basis of the product’s illegality, but the use of freebie marketing to promote legal goods such as tobacco, alcohol and pharmaceuticals is also outlawed because the short-term gain to a small number of commercial outlets is not deemed worth the social cost of widespread substance abuse.

Another practice that is prohibited under antitrust laws is a form of freebie marketing known as “tying”. This is when a seller makes the sale of one good conditional on the acquisition of a second good. In these instances, the first good is typically important and highly desirable, while the second is inferior and undesirable. A music distributor who has the rights to an album that is in high demand, for example, might only allow stores to purchase copies of this album if they also buy an unpopular stock that does not sell very easily. Because this typically relies on the manipulation of a natural monopoly on the part of the distributor, such practices are widely understood to constitute anti-competitive behaviour.

Biometrics

Until the late 1800s, identification largely relied upon ‘photographic memory.’ In the 1890s, an anthropologist and police desk clerk in Paris named Alphonse Bertillon sought to fix the problem of identifying convicted criminals and turned biometrics into a distinct field of study.  He developed a method of multiple body measurements which was named after him – Bertillonage. Bertillon based his system on the claim that the measurement of adult bones does not change after the age of 20. His system was used by police authorities throughout the world, until 1903, when two identical measurements were obtained for two different persons at Fort Leavenworth prison. The prison switched to fingerprinting the following day and the rest of the world soon followed, abandoning Bertillonage forever.  After the failure of Bertillonage, the police started using fingerprinting, which was developed by Richard Edward Henry of Scotland Yard, essentially reverting to the same methods used by the Chinese for years.

For security reasons, often two, or all three, of these systems are combined but as times progress, we are in constant need for more secure and accurate measures. Authentication by biometric verification is becoming increasingly common in corporate and public security systems, consumer electronics and point-of-sale applications. In addition to security, the driving force behind biometric verification has been convenience. Already, many European countries are introducing a biometric passport which will carry a paper-thin computer chip to store the facial image and at least one additional biometric identifier. This will help to counter fraudulent efforts to obtain duplicate passports and will verify the identity of the holder against the document.

Seaweeds are algae that live in the sea or in brackish water. Scientists often call them ‘benthic marine algae’, which just means ‘attached algae that live in the sea’. Seaweeds come in three basic colors: red, green, and brown: dulse is the red seaweed; sea lettuce is amongst the green algae, and the brown is a wrack. Red and brown algae are almost exclusively marine, whilst green algae are also common in freshwater and in terrestrial situations. Many of these algae are very ancient organisms, and although lumped together as ‘algae’ are not actually closely related, having representatives in four of the five kingdoms of organisms. There are about 10,500 species of seaweeds, of which 6,500 are red algae (Rhodophyta).
The trend today is to refer to marine algae used as food as ‘sea-vegetables’. The main species used in Ireland at present are dulse, carrageen moss, and various kelps and wracks. Dulse – also known as dillisk in a number of areas – is a red alga that is eaten on both sides of the North Atlantic.

Section 1: Questions 1-4

Questions 1 - 4

Complete the summary below.
Choose NO MORE THAN TWO WORDS from the passage for each answer.

Freebie marketing is not permitted by law for either illegal or legal 1 products. This type of promotion of goods such as tobacco and alcohol is not considered worth the 2 and has consequently been outlawed. “Tying” is also prohibited. This is when the sale of an attractive product is 3 on the purchase of another. It tends to occur when the seller takes advantage of a natural monopoly and is generally considered to be 4 .

Word list:

habit-forming   
freebie marketing   
illegal substances
natural monopoly   
anti-competitive behaviour
social cost
pharmaceutical
antitrust laws   
music distribution
conditional 
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Section 1
Section 2: Questions 5-8

Questions 5 - 8

Complete the summary from the list of words below.

identification   
security   
convenience   
scanningfingerprinting   
identity   
violation   
measuringapproval    justification   
factor   
apprehension

As long ago as the 14th century, the Chinese made use of biometrics in order to tell young children apart, but it was only in the 1890s when it was first used by the authorities as a means of 5 in criminal cases. The system developed by the Frenchman Bertillon – that of measuring adult bones – was flawed, however, and so police adopted 6 as a more reliable way of identifying suspects. Apart from security, another important 7 behind biometric verification has been 8 .

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Section 2
Section 3: Questions 9-12

Questions 9 - 12

Complete the summary/notes below.
Choose ONE WORD ONLY from the passage for each answer.

9 are algae that live in the sea or in brackish water. They come in 10 basic colours: red, green, and brown.Red and brown algae are almost exclusively 11 , whilst green algae are also common in freshwater and in 12 situations.

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Section 3
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