商务英语 Unit 4 Advertising

1、Unit 4,Advertising,Quotations,“Advertising is the greatest art form of the 20th century.”,Herbert Marshall McLuhan was a Canadian educator, philosopher and scholar a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhans work is viewed as one of th

2、e cornerstones of the study of media theory.,Advertising is the art of convincing people to spend money for something they dont need.,Quotations,Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.,Good advertising does not just

3、 circulate information. It penetrates the public mind with desires and belief.,The man who stops advertising to save money is like the man who stops the clock to save time.,Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.,Vocabulary,Advertising media and methods,W

4、hat advertising media can you think of?,newspaper,radio,TV,billboard,bus,direct mail,internet,magazine,truck,catalogue,leaflet,A,Starting up,A,Which advertisements do you like best?,Pirelli is an Italian industrial enterprise that is active in more than 169 countries. The Pirelli Group is the fifth

5、largest tyre manufacturer in the world in terms of turnover, with 24 factories in four continents, and is a leader in the high end and high technology segments of the market.,Perrier is a brand of bottled mineral water made from a spring in Vergze, France. Perrier is naturally carbonated. Both the w

6、ater and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergze spring.,Video,LYNX, an animal rights group, was formed in 1985 by a breakaway g

7、roup of Greenpeace campaigners headed by Mark Glover. They were trying to bring out a ban on fur farms throughout UK. They went out on the street and daubed red paint on women wearing fur coats. Their success of the anti-fur campaign peaked in 1990 when some fur companies were forced to close.,Asses

8、sment on the advertisement,unique eye-catching, affectionate generate sales; provoke an action,Discussion,Good and bad advertisements,good ads,creative,attractive,persuasive,imaginative,beautiful,funny,humorous,moving,meaningful,instructive,interesting,informative,.,exciting,What makes a good advert

9、isement?,B,Are the following advertising practices acceptable?,Ad with children,Ad with stars,Alcohol ad,Comparative advertising,Subliminal ad,C,Which of the following statements do you agree with?,People remember advertisements, not products.,Advertising raises prices.,Advertising has had a bad inf

10、luence on children.,Vocabulary,Advertising media and methods,What advertising media can you think of?,newspaper,radio,TV,billboard,bus,direct mail,internet,magazine,truck,catalogue,leaflet,A,A,Reading,Outdoor advertising,Understanding outdoor advertising.,What outdoor advertising can you think of?,W

11、hat are the advantages of outdoor advertising compared with TV, radio and newspaper?,TV ads,Strengths Be geared to common people; wide coverage and audience Audio-visual media; the most powerful in terms of overall performance High credibility; “Seeing is believing.” Close to daily life; a key link

12、in consuming Quickly promoting products as well as its reputation 2. Weaknesses Time limit Tedious making process Expensive,Outdoor ads,1. Strengths Cost-effective Rich and colorful in manifestation Repeated propaganda Selective about regions and customers 2. Weaknesses Small coverage Difficult to r

13、emember Easy to damage,Newspaper advertisement,1. Strengths wide coverage cost-effective no time limit prestigious, authentic, accurate informative spreading quickly 2. Weaknesses monotonous in manifestation (visual effect),Radio advertising,1. Strengths dynamic and affectionate communication no tim

14、e limit cost-effective 2. Weaknesses monotonous in manifestation (audio effect),Online advertising,1. Strengths wide coverage no time and space limit cost-effective; quick in spread clearly targeted can be changed at any time 2. Weaknesses disordered and blended lack of credibility,B,Complete the ta

15、ble with the suitable words,Directories Exhibition Press Mailshots Public transport Billboard Posters Word-of-mouth Cinema Leaflets television,Commercials Point-of-sale Endorsement Slogans Sponsorship Free sample,Run Target Publicize Promote Place Launch Research sponsor,B,Before you read the articl

16、e, match the words to their definitions.,1 segments 2 soaring 3 mass market 4 TV slot 5 kiosks,a place in a television schedule rising quickly small open-fronted shop in the street for selling newspapers, etc. concerning with non-luxury goods that sell in large quantities parts of a larger market or

17、 category of customers,C,Complete the statements with 4 of the words above.,The cost of a prime-time _ is _. However, advertising on _ is cheap. Outdoor advertising is one of the fastest growing _ in the market.,TV slot,soaring,kiosks,segments,Smirnoff is a brand of vodka now owned and produced by t

18、he British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow; it is now distributed in 130 countries. Smirnoff products include vodka, flavored vodka, and malt beverages. In March 2006, Diageo North America claimed that Smirnoff vodka was the best-selling distilled s

19、pirit brand in the world.,Outdoor advertising A breath of fresh air,D,Read the article and answer the questions,1 Complete the table using information from the first paragraph.,Outdoor advertising,billboards,transport,Street furniture,bus shelter,public toilets,2 what do these numbers in the article

20、 refer to?,18,= $18 billion, annual worth of the worlds outdoor advertising,6,= 6%, percentage of outdoor advertising in all the worlds advertising spending,30 60,000 100,000 90 20 5,= 30 seconds, length of a prime-time TV slot,= 60,000, cost of a 30-second prime-time TV slot,= $100,000, equal amoun

21、t of 60,000 in terms of US dollars,= 90, cost of a 2-week bus shelter advertisement,= 20% percentage of street furniture ads in outdoor ads in Europe,= 5%, percentage of street furniture ads in America,new words and expressions,marmalade Classic FM concentrate on classical music sponsorship tie-up t

22、remendous,Listening,retailor cost-effective cream cheese demonstrate advert nutrition generate sale,Listening,Andrew Pound, a marketing manager for Kraft Jacobs Suchard, talks about successful advertising. Listen and complete the chart below.,Frank Coopers marmalade,Cream cheese spread,Radio, Classi

23、c FM,TV,Old men,Children&mothers,regular adverts and a sponsorship tie-up,A fun advert that appeals to children,a huge success a huge increase in sales,the sales have done very well,Cost-effective, good targeting and increased sales,generate sales,Kraft Jacobs Suchard AG-part of Philip Morris Compan

24、ies Inc. by way of Kraft Foods, Inc.-is a leading European food company. Formed in 1993 through the combination of Jacobs Suchard AG and Kraft General Foods Europe, Kraft Jacobs Suchard (KJS) specializes in three food categories: coffee (42 percent of operating revenues), confectionery (30 percent),

25、 and cheese/grocery (28 percent). Key coffee brands include Carte Noire, Gevalia, Grand Mre, Hag, Jacobs, Jacques Vabre, Kenco, Saimaza, and Splendid. In confectionery, noteworthy brands include Callard & Bowser, Cte dOr, Daim, Freia, Lacta, Marabou, Milka, Suchard, Terrys, and Toblerone. Finally, w

26、ell-known brands in cheese/grocery include Dairylea, El Casero, Kraft, Miracle Whip, Oboy, Philadelphia, Sottilette, and Tang.,Listening,Successful advertising campaigns,In the 2nd part of the interview, Andrew explains why advertising is not a waste of money. Listen and find out the reasons he give

27、s.,Advertising helps to keep a product at the front of consumers minds so that they are more likely to select it, rather than a competitors product, when they go shopping.,Listening,Successful advertising campaigns,Match words from each box to form word partnerships. Then make a sentence for each wo

28、rd partnership.,advertising marketing public retail price promotional,techniques promotions outlets campaign relations mix,Our new advertising campaign will begin in July.,Do you know the 4Ps in the marketing mix?,Nowadays, good public relations is very important to any company.,We sell our products

29、 through our network of retail outlets.,Price promotional can effectively attract peoples attention.,We must choose our promotional techniques for new products very carefully.,In English, the definite article is the. Definite means that the refers to some specific thing as contrasted with a or an wh

30、ich does not refer to one specific thing or individual. Thus, if I say the book, you know which book I refer to. eg. Would you pass me the book on the desk? Do you know the man over there? The indefinite article is just the opposite of the definite article. In English, the indefinite articles are a,

31、 an, some, any. They are indefinite because they do not refer to a particular thing as the does. eg. Could you give me a book to read? Its so boring. Im going to Beijing. Could you recommend a good hotel? Our teacher is an American.,Language review,Articles,Definite & indefinite articles,More than 6

32、,000 advertising people from around the world gathered in Cannes at the end of last month for the 44th International Advertising Festival. Many of those looking through the 4,000-plus commercials were searching for the multinational advertiser ideal: a simple idea that crosses borders and appeals to

33、 people on the same level in different markets. Unfortunately most of the awards were for ads created specifically for local markets. The new Ford Puma campaign was created too late for this years festival, but expect to see it shine at the 45th. Designed to launch Fords new sporty coupe across Euro

34、pe, it contains that instantly recognizable idea that those multinational agencies clients seek. Essentially, the late, great Steve McQueen drives Ford Puma through the streets of San Francisco in the manner in which he drove a 1960s Ford Mustang in his classic movie Bullit.,AN ADVERTISEMENT FOR THE

35、 NEW FORD PUMA,Footage from the film, supplied by Warner Brothers, is combined through the use of extraordinary computer technology with footage of the Ford Puma. The car follows one of the routes Mustang took in the film. As McQueen drives around the city, the car receives admiring glances from pas

36、ses-by ranging from a traffic cop to an attractive woman out walking. Finally he pulls into his garage where he parks the Puma alongside the original Mustang.,advert commercial concept USP university VIP hour European exhibition MBA employee endorsement,an,a,a,a,a,an,an,a,an,a,an,an,Put “a” or “an”

37、before the words in the box.,Skills,Starting presentations,A,Decide whether each of the following sentences are formal or informal. Then listen and check your answer.,Introducing yourself,On behalf of myself and Focus Advertising, Id like to welcome you. My names Sven Larsen. Hi, Im Dominique Lagran

38、ge. Good to see you all.,Giving background information,Ill give you the background and talk you through the results of the market study. Ive divided my presentation into three parts.,Introducing the topic,This morning, Id like to outline the campaign concept weve developed for you. Im going to tell

39、you about the ideas weve come up with for the ad campaign.,Inviting questions,If you have any questions, please dont hesitate to interrupt me. If youre not clear about anything, go ahead and ask any questions you want.,Skills,Starting presentations,C,Presenters can use different techniques to get th

40、eir audiences attention at the start. Match the techniques to the examples.,a) tell a personal story c) ask a question b) offer an amazing fact d) state a problem,1 I wonder if any of you here know the answer to this question: whats the most popular holiday destination in Europe for people under the

41、 age of 25. 2 When I was on holiday a few years ago in Greece, the owner of a taverna told me that in 20 years time, the little village where he lived would be a popular tourist resort. 3 Let me give you a statistic: 92% of Americans do not own a passport. Consider the opportunity this presents to t

42、he travel industry. 4 Were facing a crisis with our market share. What are we going to do about it?,c,a,b,d,Skills,Starting presentations,D,Your bank wishes to encourage young people to save money. Audience: a group of students.,1. Recently, study has shown that 80% of the people in the world who do

43、 not save money will hardly lead a happy life. 2. When I was a pupil, I had developed a good habt of saving money under the influence of my maths teacher, who told me that one living a thrify life would finally be a man of great fortune. 3. My dear students, before my presentation, Id like to ask yo

44、u several questions:When you were young, did you own a piggy bank? And, besides that, what else ways can you think of so as to save money? 4. Good morning, everyone. Im here to talk about money. We all need money, and we all want to be rich. But as it known to all, money doesnt grow on trees, and it

45、 doesnt come easily.,b,a,c,d,Case study,Focus Advertising,Background,Focus advertising,Paris, France,Creating imaginative and effective campaigns,reputation damaged, major clients lost, need to restore company reputation & win potential clients,Compete against some well-known agencies for several contracts.,Case study,Advertising campaigns,A high-priced, hand-finished sports car with a classic design.,High-income executives,Re-launch the product with an international campaign.,A unisex perfume,Lower-end of the market,Launch the perfume in an English speaking country,London chain rest