新编剑桥商务英语Unit-4课件

Module4VocabularyListeningABReadingDSpeakingCAdvertisingonthewebAdvertisingstandardsTypesofadvertisingAshortpresentation4.1AdvertisingTypesofAdvertisingWhat’stheproductorcompany?Whowillmostlikelybeinterestedinthead?Inwhatwayisitadvertised?What’sthepurposeofeachad?TypesofAdvertisingFromtheperspectiveoftheirpurpose:Non-commercialads(publicserviceads)CommercialadsFromtheperspectiveoftheirapproaches:Billboardads/paperads/radio/internetads/publicLEDscreen/booth/parade/movableexhibitvehicleetc.Vocabulary:TypesofadvertisingwordofmouthmailshotsTVcommercialsspambannersnewspaperadvertsbrochuressample1.Pizzadeliveryfirmsoftendo_________inthelocalarea.It’scheapbutlotsofpeopleprobablythrowtheleafletaway.2._______________reachmillionsofpeoplebuttheyaresoexpensive.3.Itendtolistentomyfriends’recommendationsmorethananythingelseso________________isprobablythemosteffective.4.Peopleuse_________lessandlessbecausetheycanjustgoonlineiftheywanttofindoutwhat’savailable.5.It’sgreatwhenyougetafree_____becauseyoucanreallyseewhatit’slike.6.Isupposeit’sgoodifyou’relookingforajoblocallyand_________________arerelativelycheap.7.I’mnotsureabout_________.WhenIvisitawebsite,Idon’tthinkIevennoticethem.8.Itusedtoirritatemebutmynewanti-virussoftwareseemstoblockany______frommyinbox.TVcommercialswordofmouthbrochuressamplenewspaperadvertsbannersspammailshotsWorkinpairs.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexercise2.Thinkaboutissuessuchas:costlocationnumberofpeoplewhoseeithowlongtheyseeitforThinkaboutit

Whatmakesagoodad?ACCA:AwarenessComprehensionConvictionActionAssociationofNationalAdvertising美国广告协会AIDMA:AttentionInterestDesireMemoryActionByE.S.Lewis2.ListenagainandchoosethebestendingA,BorCforeachsentence1–5.1.Thespeakercomparesthrowingadvertsintotheairto_______.A.Internetadvertising.B.wastingmoneyonadvertising.C.advertisingwithleaflets.2.Hisfirstpieceofadviceisto________.A.makesurepeoplefindyouonthesearchengine.B.makesurepeoplevisitthesearchengine.C.setupasearchengine.3.Spendplentyoftimeon_______.A.promotingothersonyoursite.B.creatinglinkstoincreasetraffic.C.recommendingyourproductonothersites.4.Thespeaker__________.A.thinksemailcanbeeffective.B.isdoubtfulaboutusingemail.C.neversendsmarketingemails.5.It’sagoodideato________.A.givefreesamplesawayatthebeginning.B.makethewebsitefreetovisit.C.offersomethingfreetoencouragepeopletoreturn.

Mysecondruleisthat

it’sagoodideatospendsomeusefultimeandeffortongettingyourlinksonothersites.Thisisanexcellent,thoughverytime-consumingwaytoincreasevisitors.Youcandothisbysharinglinkswithothercompanies,sotheyhavealinkonyoursiteandyouputoneontheirs.Orperhapsthroughasitereviewwhichrecommendsyourproducts.Alsorememberthatthemorelinksyouhaveelsewhere,themorelikelypeoplearetofindyouthroughasearchengine.

Mythirdtipisnevertopayforadvertisingontheweb.Ithinkthatunlessyouhaveaverygoodreason,it’sawasteofmoney.Withsomanywaystogetfreeadvertising,I’vefoundverylittlereasontopayforthingslikebannerstopromotemysite.Sothosearemythreestartingpointsforanyonethinkingofwebadvertising.Beforewefinishdon’tforgetthatamemorabledomainnamethatpeoplecaneasilytypewillhelp.Emailcampaignscanworkandareaneasywaytogettraffictothesitethoughitdoesn’tlastlong.Whatmightbebetteristohaveamonthlynewsletter,whichpeoplesignupfor.I’vefoundthistobeveryeffectiveandmorepositivethansendingspam.Thentherearecontestswithprizesoranythingfree–maybesomesoftwareorcoolgraphics.Speaking:AshortpresentationWorkinpairs.Eachofyouhasoneminutetoprepareashortpresentationononeofthefollowingtopics.Youcanusethefollowingexpressionstogivetipsandadvice:TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinishdon’tforget…Whatmightbebetteristo…PossiblepointsStudentA:Whendecidingwhattypeofadvertisingtouse:-Howmuchwillitcost?-Willitreachyourtargetmarket?-Isitshort-termorlong-termpromotion?StudentB:Whatisimportanttoknowaboutyourtargetconsumer?-Ageandgender-Typicalincome-Whatdotheyread/watchinordertoselectanappropriatetypeofadvertising?StudentAWhendecidingwhichtypeofadvertisingtouse,thefirstthingistoconsiderthecost.Thecompanyshoulddecidethetypeofadvertisingaccordingtothebudget.Ifit’ssoexpensivethatthecompanycannotaffordit,itwillcauseunnecessaryburdentothecompany.Inadditiontocost,alsorememberthatitshouldreachvastnumberoftargetcustomers.Forexample,iftheproductaimsatseniorcitizens,itshouldnotchoosetheInternetbecausemanyseniorcitizensdonotsurftheInternetatall.Inthiscase,whatmightbebetteristochooseradioornewspapers.Besides,it’sagoodideatoconsiderwhetherit’sashort-termorlong-termpromotion.Ifthetypeofadvertisementcanprovideyouwithlong-termpromotionofaproductorservicethatcanreachimmenseaudience,itcanstillbecost-effectivebecauseitcanreachvastnumberofpeopleatatimeataconsiderablelowprice.Whenplanningadvertisingcampaign,thefirstthingtoconsideristheageandgenderofthetargetcustomer.Onlywhenyouknowtheageandgenderofthetargetcustomercanyouknowtheirlikesanddislikes,andthemediatheyoftenhaveaccessto.

It’salsoagoodideatoconsiderthetypicalincomeofthetargetcustomers.Theirtypicalincomecantellyouthetypeofproductsorservicestheymayenjoy.Youradvertisingcampaignwillbefutileifyouareaimingatpeoplewiththewrongincomegroup.Inaddition,don’tforgettomakeaninvestigationintowhattheyreadinordertoselectanappropriatetypeofadvertising.Ifthetargetcustomerdoesn’tlogontheInternetatall,launchingyouradvertisementonlinewillleadtonothing.Similarly,iftargetcustomersdon’thavethehabitofreadingnewspaper,havingyouradvertisementprintedonnewspaperswillsurelybeawasteofmoney.StudentBReading:Advertisingstandards1.Doyouknowwhocontrolsadvertisinginyourcountry?ReadaboutASA.TheAdvertisingStandardAuthority(ASA)workstokeepadvertinglegal,decent,honestandtruthful.TheASAresolvesthousandsofcomplaintseachyear.Itjudgesadvertisements,directmarketingandsalespromotionsagainstasetofcodesanditsrulingsaremadeindependentlyofbothgovernmentandtheadvertisingindustry..ukCAA:CHINAADVERTISINGASSOCIATION中国广告协会/Casestudy1:Mrs.Qboughtacopyoftheteenagegirl’smagazine,Shout,forhertwelve-year-olddaughter.However,herdaughterrespondedtoanadvertisementforringtonesoffering‘2Tones75pEach’inlargeredfigures.Furtherdownthepage,inthesmallprint,weredetailsofthestandardcostsfortones,graphicsandanimationswhichamountedto£4.50.Thedaughteronlysaw’75pEach’inboldanddidn’trealizetheofferwasasubscriptionservice.Shebeganreceivinglotsofringtonesandpaying£1.50eachtime.Mrs.Qwasastonishedandangrythatamagazineaimedatchildrencouldcontainsuchanadvertisement.TheASAlaunchedaformalinvestigation…CaseStudy2:Almost300peoplecontactedtheASAtocomplainaboutaTVcommercialforthesoftdrinkFantaZ.Theadvertshowedpeopledrinkingthecompany’sproductFantaLightandthenspittingitout.Theideawasthatsomepeopledidn’tlikeFantaLightbuttheywouldlikethenewdrinkFantaZ.Themajorityofthepeoplewhocomplainedsaidtheadvertwouldcausebadbehaviorinchildren.Thecompanysaidtheirtargetaudiencewassixteen-to24-year-oldsandnotyoungerchildren.However,theASAwasconcernedthatyoungchildrenwouldseetheadvertasfunandencouragethemtospit.Forthisreason,itwasagreedthattheadvertcouldonlybeshownafternineo’clockintheevening.3.LookatthecommentsbelowaboutthethreecasestudiesformtheASA.Whichcasedoeseachcommentreferto?1)Thecompanycouldarguethatalltheinformationwasprovided.2)Thecustomersneedn’thaveboughtit,iftheydidn’tliketheingredientsthatwereincluded.3)Sheshouldhavereadthepackagingmorecarefully.4)Thecompanymusthaveknownthatchildrenwouldcopytheimages.5)Peopleshouldalwayscheckthetermsandconditions.6)Inthiscase,thecompanycouldn’tshowtheadvertduringtheday.7)Therulessayadvertisersmustn’ttakeadvantageofyoungerreaders.Grammar:Modals1.Lookbackatthesevencommentsinthelastexercise.Underlinethemodalverbineachsentenceandwriteitinthissummary.Possibility:can,________Obligation:must,________,havetoAdvice:________Criticism:___________,oughttoDeduction:__________,can’tbe,can’t/couldn’thavebeenLackofobligation:didn’thaveto,__________,didn’tneedtoNopossibility:can’t,__________couldneedn’tshouldmustshouldcouldn’tmustn’t4.2DelegatingDelegatingListeningAbaddelegatorAreportReadingHowtodelegateSpeakingWritingNewmanagersoftenfinditdifficulttodelegatethetaskstheyusedtodo.Butgettingotherstodowhatyoudidsowellisakeytogoodmanagement.A.TailorworktotheindividualB.BepositiveC.GiveincentivesD.DefinetheexpectationsandobjectivesE.DelegatecompletetasksF.LetgoG.AvoidmisunderstandingReading:HowtodelegateReadtips1–7belowonhowtodelegate.WriteinthemissingheadingsA–G.1

Itshouldbechallengingandmakeuseoftheirspecificskills-skillsthatyoumaynothave.2

Thisismuchmoresatisfyingforthepersondelegatedtothanbitsandpieces.Ifpeoplefeeltheyhaveownershipofawholemanageableproject,theywillusuallyrisetothechallenge.3

Don’tstartbysaying“Iknowyou’rereallybusyanddon’thavetimeforthis,but…”Explainwhythejobisimportantandwhyyouhavechosenthem.Alsoexplainwhattherewardsare–possiblyfinancialorpsychological.HowtodelegateA.Tailorworktotheindividual.E.Delegatecompletetasks.C.GiveincentivesListening:AbaddelegatorThemanagerclearlydoesn’tfollow:135671.Listentoamanagertalkingtoamemberofhisdepartment.Whichoftips1-7fordelegatingdoesn’thefollow?“Idon’twanttogiveyouanythingtoodifficult.”“Iknowyou’rebusytoobut…”Hedoesn’tasktheemployeetoexplaintheinstructionsbacktohim.“Ifyouhaveanyquestions…err,askMary.”Hedoesn’tgiveanypraisefortheworktheemployeedidonthescheduleslasttime.ListeningscriptManager:Hi,Harry.SorrytobotheryoubutI’msobusy.Couldyouhelpme?Iknowyou’rebusytoobutIhaveameetingwiththemanagingdirectortomorrowandIdon’thavetimetodotheschedulesfornextweek.IknowyoudidthemlasttimeIwasoffsicksothoughtyoucoulddothemagain.Idon’twanttogiveyouanythingtoodifficult,doI?SoifIgiveyouthis…Sorry,Ihaven’thadtimetosortthroughitbutyou’llworkitout.OK,great.Sorry,mustgo.Ifyouhaveanyquestions…err,askMary.IthinkshedidthescheduleslasttimeIwasonholidaysoshecanhelptoo.Fine.Bye.HomeworkReadthelisteningscript4.2.Rewriteitsothatthemanagerfollowsallthetips(canbeinrandom)inexercise2andusesomeoftheexpressionsfromexercise4.Speaking:DelegatingBuysomecoffeefromtheshopacrossthestreetOrganizeallthefilinginyourofficeAttendatradefairforyouthisweekendTellanothermemberofstaffnottosentpersonalemailsincompanytimePrepareareportontheeffectivenessofthecompany’swebsite.Workinpairs.Taketurnstodelegatethefollowingjobstoeachother.Remembertofollowallthetipsmentionedaboveandusesomeofthefollowingexpressions.SomeexpressionsyoucanusetodelegateA.I’veaskedyoubecause…B.Letmeknowhowit’sgoingonceaweek,pleaseC.I’llneedareportonthiswithyourfindingsandyourrecommendations.D.So,let’sgothroughthisonemoretimetocheckifit’sclearE.You’vedoneagreatjobonthis!F.I’vegotajobherethatwillreallyinterestyou…G.I’dlikeyoutobeinchargeofallofit.H.Feelfreetocallmeifyouhaveanyquestions.I.Canyougivethisprioritybecausetheyneeditassoonaspossible.J.ThedeadlineforthisisnextThursday.1.Readtheinformationandthetaskbelow:Youworkinthemarketingdepartmentofyourcompanyandyourlinemanagerhasdelegatedtoyouthetaskofpreparingashortreport.Youmustreportonthenumberofpeoplevisitingthecompanywebsiteinthelastthreemonthsandproposeamarketingstrategyforthenextthreemonths.Youhavealreadymadesomehandwrittennotesontheinformationbelow.Writing:Areportrancompetition–verypopularlaunchednewsletterforsubscribers230027002950SpendingonInternetadvertisingforMayCostBannersonothersites(euros/month)3,200MonthlynewsletteremailedtosubscribersNocostveryfewpeoplevisitbecauseoftheseexceptmytime!IntroductionTheaimofthisreportisto__________________FindingsOverthelastthreemonths,thenumberofvisitorshas_____.Therearetworeasonsfortheincrease.Firstofall,we____________________________SecondlyinMay___________________________Withregardstocosts,bannershavecost_________________butveryfew__________________Ontheotherhand,thenewsletter_____________RecommendationsInordertoincreasethisnumberIwouldrecommendthat__________________________________________________________________Reporton_______________________________Tip1:Keepthetitleofthereportshort.Itonlyneedstotellyourreaderthesubject.Tip2:Divideyourreportintosectionstomakeiteasiertoread.UseheadingssuchasIntroduction,Findings,Conclusions,Recommendations.Tip3:Statetheaimofthereportintheintroduction.Thiswillincludewhyyouhavebeenaskedtowriteitandwhatyouwillhavedonebytheend.Tip4:Inthefindingssectiondescribethefactsandinformation.Avoidgivingyouropinionatthisstage.Tip5:Inthefinalsection,makerecommendationsbasedonthefindingsandproposeactionIntroductionTheaimofthisreport