新编剑桥商务英语Unit-4

Module4VocabularyListeningABReadingDSpeakingCAdvertisingonthewebAdvertisingstandardsTypesofadvertisingAshortpresentation4.1AdvertisingVocabulary:TypesofadvertisingmailshotsTVcommercials

wordofmouth

brochures,Samplenewspaperadverts

bannersspam1.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.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexercise1.Thinkaboutissuessuchas:costlocationnumberofpeoplewhoseeithowlongtheyseeitforTypesofadvertisingTypesofadvertisingAdvantagesDisadvantagesmailshotsquicktodelivernotseenforlongTVcommercialsmemorableandcanbefunpeopleremembertheadvertbutnottheproductwordofmouthyoutrustthisformmostpeoplecanalsospreadbadnewsbrochuresgiveyoumoretimetostudyinformationexpensivetoproduceandsendouttoyourtargetmarketsamplepeoplecantestbeforebuyingexpensivenewspaperadvertsreadbymanyreadquicklyorignoredbannersyoucantargetamarketbychoiceofwebsitetheydisappearquicklyspamverycheaptoproduceanddeliverpeopledeletethembeforereadingListening:Advertisingontheweb1.Listentosomeonewhorunsaweb-businessgivingapresentationtoagroupofmarketingmanagersonhowtosuccessfullyadvertiseontheInternet.Whichtechniquesdoeshemention?-havecompetitionsorgivesomethingforfree-usesearchenginestoputyournameatthetopofthelistings-getlinksonothersites-throughasitereview-getfreeadvertising-haveamemorabledomainname-emailcampaigns(spam)-sendoutamonthlynewsletter2.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.ListeningscriptSpeaker:Imagineyouhaveanewproductoranewserviceandyouwanttheworldtoknowaboutit.Onewaywouldbetowritetheadvertisementontotenorahundredorathousandpiecesofpaperanddropthemfromtheskyoveryourtownorcity.Someoneonthegroundmightpickoneupandreadit.Maybetwoorthreepeople.Ontheotherhandthewindmightblowthemaway.

Nowimaginedoingthesamethingbutthistimethrowingthemintotheairwithadvertsforeveryotherproductorserviceintheworld.Youprobablywouldn’tdoit,wouldyou?Well,unfortunately,that;swhatit’sliketoadvertiseontheInternet.

Tryingtomakeyourproduct,serviceorwebsiteknowntotherestoftheInternetcommunitycanbevery,veryfrustrating.Notonlymakingitknown,butgettingvisitorstoactuallyvisitthesitecanseemimpossible.ButtherearewaystoovercometheimpossiblewhenadvertisingontheInternet,aslongasyoufollowthreerules.So,rulenumberone,thefirstthingistorememberthatpeopleusesearchengines.Sowheneversomeonetypesinakeywordlinkedtoyourbusiness,yoursiteneedstoappearinthetop50orsolistingsinallofthemajorsearchengines.Anylowerandnoonewilleverfindyou.

Mysecondruleisthatit’sagoodideatospendsomeusefultimeandeffortongettingyourlinksonothersites.Thisisanexcellent,thoughverytime-consumingwaytoincreasevisitors.Youcandothisbysharinglinkswithothercompanies,sotheyhavealinkonyoursiteandyouputoneontheirs.Orperhapsthroughasitereviewwhichrecommendsyourproducts.Alsorememberthatthemorelinksyouhaveelsewhere,themorelikelypeoplearetofindyouthroughasearchengine.Sothosearemythreestartingpointsforanyonethinkingofwebadvertising.Beforewefinishdon’tforgetthatamemorabledomainnamethatpeoplecaneasilytypewillhelp.Emailcampaignscanworkandareaneasywaytogettraffictothesitethoughitdoesn’tlastlong.Whatmightbebetteristohaveamonthlynewsletter,whichpeoplesignupfor.I’vefoundthistobeveryeffectiveandmorepositivethansendingspam.Thentherearecontestswithprizesoranythingfree–maybesomesoftwareorcoolgraphics.Onceyou’vegotpeoplevisitingthesite,keepstatisticsonhowmanypeoplevisitperdayandhowoftenpeoplereturntothesite.Inotherwords,findoutwhotheyare.Howoldtheyare.Wheretheycomefrom.Whattheylikedoingtotheirfreetime.Youcangetthiskindofinformationbyaskingthemtosubscribetoyournewsletterforexample…Speaking:AshortpresentationWorkinpairs.Eachofyouhasoneminutetoprepareashortpresentationononeofthefollowingtopics.Youcanusethefollowingexpressionstogivetipsandadvice:TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinishdon’tforget…Whatmightbebetteristo…PossiblepointsStudentA:Whendecidingwhattypepfadvertisingtouse:-Howmuchwillitcost?-Willitreachyourtargetmarket?-Isitshort-termorlong-termpromotion?StudentB:Whatisimportanttoknowaboutyourtargetconsumer?-Ageandgender-Typicalincome-Whatdotheyread/watchinordertoselectanappropriatetypeofadvertising?Reading:Advertisingstandards1.Doyouknowwhocontrolsadvertisinginyourcountry?ReadaboutASA.TheAdvertisingStandardAuthority(ASA)workstokeepadvertinglegal,decent,honestandtruthful.TheASAresolvesthousandsofcomplaintseachyear.Itjudgesadvertisements,directmarketingandsalespromotionsagainstasetofcodesanditsrulingsaremadeindependentlyofbothgovernmentandtheadvertisingindustry.http://www.asa.org.uk2.

HerearethreecasestheASAhassuccessfullydealtwith.Readeachcasestudyandafterwardsdiscussthefollowing:1)Isthetypeofadvertisingmentionedcommoninyourcountry?2)Doyourthinktheadvertiserswerecompletelywrongineachcasestudy?3)Haveyouhadanysimilarexperienceswithadvertising?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.

CaseStudy3:NormallyMSAonlybuysorganicornaturalyoghurtbutshedecidedtobuyDanone’snewrangeofShapeyoghurtswhenshesawtheadvertisementsayingthatShapeissimplyavirtuallyfat-freeyogurtpackedwithrealfruit.Andbecausetherearenoartificialsweeteners,whenMsAgottheyogurthome,shesawelevenadditivesontheingredientslist.Shecontactedthe

ASAviaitsonlinecomplaintsform.Eightotherpeoplealsocomplainedabouttheclaimthattheproducthadnothingaddedtothefruit…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’t2.Underlinethecorrectverbinthesesentences.1)ManyviewersthinktheASAshould/canstopadvertisersincreasingthevolumeonTVcommercialsbecauseitreallyannoysthem2)A:Sorry,Iforgottobringyoutheinformationyouaskedfor.B:That’sOK.Youdidn’tneedto/needn’thave.IfounditontheInternet.3)Theydon’thaveto/mustn’tusethesametrademarkasus.Iftheydo,we’llsue.4)Theirlawyersshould/musthavetoldthemnottotakeittocourtbecauseweneverheardfromthemagain.5)Hecouldn’tget/couldn’thavegotthroughwhenhetriedtocall.6)Shedidn’tneedtocomplain/needn’thavecomplainedbecauseeightotherpeoplealsodid.7)Consumersdon’thaveto/mustn’tbuytheproduct.Afterall,nobodyforcesthem!8)Theyshouldn’t/couldn’thavetriedtodefendthecase.Itwasobviousthey’dlose.4.2DelegatingDelegatingListeningAbaddelegatorAreportReadingHowtodelegateSpeakingWritingNewmanagersoftenfinditdifficulttodelegatethetaskstheyusedtodo.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.4___Specifywhatresultsareneeded,thedeadline,andhowoftentheemployeeshouldupdateyou.Howtodelegate5___Afteryouhavebriefedtheperson,askthemtoexplainbacktoyouwhatthey’regoingtodotoensuretheinstructionsareclear.6___Don’tcheckuponthem.Makeyourselfavailabletoanswerquestionsbutallowthemspacetoworkontheirown.7___Givelotsofpraise,helpfulfeedbackandconstructivecriticism.Itboostsconfidenceandsavestimenexttime.Listening:AbaddelegatorThemanagerclearlydoesn’tfollow:1.Themanagersays,“Idon’twanttogiveyouanythingtoodifficult.”soitisn’tchallenging.3.Hestartsbysaying,“Iknowyou’rereallybusybut…”5.Hedoesn’tasktheemployeetoexplaintheinstructionsbacktohim.6.Hewon’tbeavailabletoanswerquestions.7.Hedoesn’tgiveanypraisefortheworktheemployeedidonthescheduleslasttime.1.Listentoamanagertalkingtoamemberofhisdepartment.Whichoftips1-7fordelegatingdoesn’thefollow?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.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:Inthefindingssectiondescribethefa