新编剑桥商务英语第三版4教案

Whereyouhaveseenadvertising?Module4Inthestreetonthebus/atthebusstationontheradioonTVinthenewspaperinthemagazineadvertisementontheInternetGroupWorkonballoonsinthesky;onentrancetickets;onshoppingbags;onumbrellas,T-shirts,pencils,toys;onmousepads;GroupWorkinfreesamples;flyer&banner;andevenonthewallsofwashrooms.……..TypesofadvertisingspamWordsofmouthMailshotsMailshots邮寄广告Spam垃圾邮件Banners横幅，标语，大字标题BannersTypesofadvertisingMailshots邮寄广告TVcommercials电视广告Wordofmouth口头广告Spam滥发邮件广告Banners横幅NewspaperadvertsBrochures小手册Sample样品Vocabulary:TypesofadvertisingmailshotsTVcommercialswordofmouthbrochures,Samplenewspaperadvertsbannersspam1.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.TVcommercialswordofmouthbrochuressamplenewspaperadvertsbannersspammailshotsExpressionsPizzadeliveryfirms披萨配送公司Leaflet传单Goonline上网Blockanyspam阻止任何滥发邮件Inbox收件箱Workinpairs.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexercise1.Thinkaboutissuessuchas:costlocationnumberofpeoplewhoseeithowlongtheyseeitforTypesofadvertisingTypesofadvertisingAdvantagesDisadvantagesmailshotsquicktodelivernotseenforlongTVcommercialsmemorableandcanbefunpeopleremembertheadvertbutnottheproductwordofmouthyoutrustthisformmostpeoplecanalsospreadbadnewsbrochuresgiveyoumoretimetostudyinformationexpensivetoproduceandsendouttoyourtargetmarketsamplepeoplecantestbeforebuyingexpensivenewspaperadvertsreadbymanyreadquicklyorignoredbannersyoucantargetamarketbychoiceofwebsitetheydisappearquicklyspamverycheaptoproduceanddeliverpeopledeletethembeforereadingAdvertisingonthewebAweb-business网络广告公司Marketingmanagers营销经理Wherecanyouseeadvertisementsonline?SearchenginepagesBannerspop-ups…Drop…fromtheskyBlowaway..SearchenginesDomainnameNewsletterAshortwrittenreportornewsaboutaclub,organizationorplaceetcthatisregularlysenttopeoplewhoareinterested.AdvertisingonthewebHowtosuccessfullyadvertiseontheInternet?UsesearchenginestoputyournameatthetopoflistingsGetlinksonothersitesThroughasitereviewGetfreeadvertisingHaveamemorabledomainnameEmailcampaigns(spam)SendoutamonthlynewsletterHavecompetitionsorgivesomethingforfreeRulenumberone第一条规则是Mysecondruleisthat…我的第二条规则是Orperhapsthrough…或许通过Mythirdtipis…我的第三个建议是Beforewefinishdon‘tforgetthat结束之前不要忘记Whatmightbebetteris…可能是更好的办法Ifoundthistobeveryeffectiveandmorepositivethan…我发现这很有效，比…更积极有效Thenthereare…此外还有…UsefulexpressionsOnewaywouldbeto…DropfromtheskyBlowawayVisitthesite访问网站WaystoovercometheimpossibleSearchenginesGetyourlinksonothersites与其他网站链接RulenumberoneMysecondruleisthatOrperhapsthroughMythirdtipisBeforewefinishdon'tforgetthat…Whatmightbebetteris…Ihavefoundthiswaytobeveryeffectiveandmorepositivethan…Thenthereare…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.WhatASAstandsfor?WhataretheadvertisingstandardsforASA?Whomaretherulingsmadeby?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?(p38)1)Thecompanycouldarguethatalltheinformationwasprovided.2)Thecustomersneedn’thaveboughtit,iftheydidn’tliketheingredientsthatwereincluded.3)Sheshouldhavereadthepackagingmorecarefully.4)Thecompanymusthaveknownthatchildrenwouldcopytheimages.5)Peopleshouldalwayscheckthetermsandconditions.6)Inthiscase,thecompanycouldn’tshowtheadvertduringtheday.7)Therulessayadvertisersmustn’ttakeadvantageofyoungerreaders.Newmanagersoftenfinditdifficulttodelegatethetaskstheyusedtodo.Butgettingotherstodowhatyoudidsowellisakeytogoodmanagement.Reading:HowtodelegateReadtips1–7belowonhowtodelegate.WriteinthemissingheadingsA–G.A.Tailorworktotheindividual根据个人特长分配工作B.BepositiveC.Giveincentives给予鼓励D.Definetheexpectationsandobjectives明确期望和目标E.Delegatecompletetasks移交整体项目F.Letgo放手放权G.Avoidmisunderstanding避免误解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?3.Delegating

Willyouaccepttheassignment？Idon’twanttogiveyouanythingtoodifficult.Iknowyou’rereallybusybut…Sorry,Ihaven’thadtimetosortthroughitbutyou’llworkitout.Ok,great.Sorrymustgo.Ifyouhaveanyquestions…err,askMary.It’saquitecomplicatedtaskandwantsagoodabilityofcommunication.Itisachallengeindeed.I’veaskedyoutohelpbecause…Let’sgothroughthisonemoretimetocheckifit’sclear.Feelfreetocallmeifyouhaveanyquestions.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.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.Listening4.3Writing:AreportUnderstandthetaskpreparingashortreportonthenumberofpeoplevisitingthecompanyinthelastthreemonths

.

proposeamarketingstrategyforthenextthreemonths.Readtheinformationbelow.

rancompetition–verypopularlaunchednewsletterforsubscribers230027002950SpendingonInternetadvertisingforMayCostBannersonothersites(euros/month)3,200MonthlynewsletteremailedtosubscribersNocostveryfewpeoplevisitbecauseoftheseexceptmytime!商务报告构成UsefulphrasesTipsproceduresReportwriting构成IntroductionAimWhyyouhavebeenaskedtowriteitWhatyouwillhavedonebytheendFindingsDescribethefactsandinformationRecommendationsMakerecommendationsandproposeusefulphrasesforreportwriting.IntroductionThisreportsetsoutto…Thepurpose/aimofthisreportisto…Thisreportaimsto…FindingsInadditionto…Alternatively/SecondlyAsaresultof/Thismeans…RecommendationsInconclusion/itwasconcluded/agreedIwouldsuggest/recommendthat…Thefindingsclearlyshowthatweshould…Itissuggestedthat/proposedthatMorephrasesAddingideasFurthermore/moreover/inadditionContrastingideasHowever/although/despite/inspiteofWhile/whereasMakingcomparisonsBoth/neither/like/unlikeLinkingcauseandeffectBecauseof/asaresultof/dueto/owingtoThismeansLeadsto/resultsinTipsAnoveralltitle(short)ShortCanuseabbreviationsfornamesBedividedintosectionsEasiertoreadUseheadingsUselinkingwordsandstandardphrasesPrinciple(ABCD)Accurate准确无误Brief简明扼要Clear结构清晰Decisive建议果断明确procedurePlany