商务英语 Unit 4 AdvertisingPPT课件

Unit4,Advertising,Quotations,“Advertisingisthegreatestartformofthe20thcentury.”,HerbertMarshallMcLuhanwasaCanadianeducator,philosopherandscholaraprofessorofEnglishliterature,aliterarycritic,arhetorician,andacommunicationstheorist.McLuhansworkisviewedasoneofthecornerstonesofthestudyofmediatheory.,Advertisingistheartofconvincingpeopletospendmoneyforsomethingtheydontneed.,Quotations,Doingbusinesswithoutadvertisingislikewinkingatagirlinthedark.Youknowwhatyouaredoing,butnobodyelsedoes.,Goodadvertisingdoesnotjustcirculateinformation.Itpenetratesthepublicmindwithdesiresandbelief.,Themanwhostopsadvertisingtosavemoneyislikethemanwhostopstheclocktosavetime.,Makeitsimple.Makeitmemorable.Makeitinvitingtolookat.Makeitfuntoread.,Vocabulary,Advertisingmediaandmethods,Whatadvertisingmediacanyouthinkof?,newspaper,radio,TV,billboard,bus,directmail,internet,magazine,truck,catalogue,leaflet,A,Startingup,A,Whichadvertisementsdoyoulikebest?,PirelliisanItalianindustrialenterprisethatisactiveinmorethan169countries.ThePirelliGroupisthefifthlargesttyremanufacturerintheworldintermsofturnover,with24factoriesinfourcontinents,andisaleaderinthehighendandhightechnologysegmentsofthemarket.,PerrierisabrandofbottledmineralwatermadefromaspringinVergze,France.Perrierisnaturallycarbonated.Boththewaterandnaturalcarbonicgasarecapturedindependentlyandthecarbonicgasisaddedinthebottlingphase.PerrierclaimsthatthelevelofcarbonationineverybottleofPerrieristhesameasthewateroftheVergzespring.,Video,LYNX,ananimalrightsgroup,wasformedin1985byabreakawaygroupofGreenpeacecampaignersheadedbyMarkGlover.TheyweretryingtobringoutabanonfurfarmsthroughoutUK.Theywentoutonthestreetanddaubedredpaintonwomenwearingfurcoats.Theirsuccessoftheanti-furcampaignpeakedin1990whensomefurcompanieswereforcedtoclose.,Assessmentontheadvertisement,uniqueeye-catching,affectionategeneratesales;provokeanaction,Discussion,Goodandbadadvertisements,.,11,goodads,creative,attractive,persuasive,imaginative,beautiful,funny,humorous,moving,meaningful,instructive,interesting,informative,.,exciting,Whatmakesagoodadvertisement?,B,Arethefollowingadvertisingpracticesacceptable?,Adwithchildren,Adwithstars,Alcoholad,Comparativeadvertising,Subliminalad,C,Whichofthefollowingstatementsdoyouagreewith?,Peoplerememberadvertisements,notproducts.,Advertisingraisesprices.,Advertisinghashadabadinfluenceonchildren.,Vocabulary,Advertisingmediaandmethods,Whatadvertisingmediacanyouthinkof?,newspaper,radio,TV,billboard,bus,directmail,internet,magazine,truck,catalogue,leaflet,A,A,Reading,Outdooradvertising,Understandingoutdooradvertising.,Whatoutdooradvertisingcanyouthinkof?,WhataretheadvantagesofoutdooradvertisingcomparedwithTV,radioandnewspaper?,TVads,StrengthsBegearedtocommonpeople;widecoverageandaudienceAudio-visualmedia;themostpowerfulintermsofoverallperformanceHighcredibility;“Seeingisbelieving.”Closetodailylife;akeylinkinconsumingQuicklypromotingproductsaswellasitsreputation2.WeaknessesTimelimitTediousmakingprocessExpensive,Outdoorads,1.StrengthsCost-effectiveRichandcolorfulinmanifestationRepeatedpropagandaSelectiveaboutregionsandcustomers2.WeaknessesSmallcoverageDifficulttorememberEasytodamage,Newspaperadvertisement,1.Strengthswidecoveragecost-effectivenotimelimitprestigious,authentic,accurateinformativespreadingquickly2.Weaknessesmonotonousinmanifestation(visualeffect),Radioadvertising,1.Strengthsdynamicandaffectionatecommunicationnotimelimitcost-effective2.Weaknessesmonotonousinmanifestation(audioeffect),Onlineadvertising,1.Strengthswidecoveragenotimeandspacelimitcost-effective;quickinspreadclearlytargetedcanbechangedatanytime2.Weaknessesdisorderedandblendedlackofcredibility,B,Completethetablewiththesuitablewords,DirectoriesExhibitionPressMailshotsPublictransportBillboardPostersWord-of-mouthCinemaLeafletstelevision,CommercialsPoint-of-saleEndorsementSlogansSponsorshipFreesample,RunTargetPublicizePromotePlaceLaunchResearchsponsor,B,Beforeyoureadthearticle,matchthewordstotheirdefinitions.,1segments2soaring3massmarket4TVslot5kiosks,aplaceinatelevisionschedulerisingquicklysmallopen-frontedshopinthestreetforsellingnewspapers,etc.concerningwithnon-luxurygoodsthatsellinlargequantitiespartsofalargermarketorcategoryofcustomers,C,Completethestatementswith4ofthewordsabove.,Thecostofaprime-time_is_.However,advertisingon_ischeap.Outdooradvertisingisoneofthefastestgrowing_inthemarket.,TVslot,soaring,kiosks,segments,SmirnoffisabrandofvodkanowownedandproducedbytheBritishcompanyDiageo.TheSmirnoffbrandbeganwithavodkadistilleryfoundedinMoscow;itisnowdistributedin130countries.Smirnoffproductsincludevodka,flavoredvodka,andmaltbeverages.InMarch2006,DiageoNorthAmericaclaimedthatSmirnoffvodkawasthebest-sellingdistilledspiritbrandintheworld.,OutdooradvertisingAbreathoffreshair,D,Readthearticleandanswerthequestions,1Completethetableusinginformationfromthefirstparagraph.,Outdooradvertising,billboards,transport,Streetfurniture,busshelter,publictoilets,2whatdothesenumbersinthearticlereferto?,18,=$18billion,annualworthoftheworldsoutdooradvertising,6,=6%,percentageofoutdooradvertisinginalltheworldsadvertisingspending,3060,000100,00090205,=30seconds,lengthofaprime-timeTVslot,=60,000,costofa30-secondprime-timeTVslot,=$100,000,equalamountof60,000intermsofUSdollars,=90,costofa2-weekbusshelteradvertisement,=20%percentageofstreetfurnitureadsinoutdooradsinEurope,=5%,percentageofstreetfurnitureadsinAmerica,newwordsandexpressions,marmaladeClassicFMconcentrateonclassicalmusicsponsorshiptie-uptremendous,Listening,retailorcost-effectivecreamcheesedemonstrateadvertnutritiongeneratesale,Listening,AndrewPound,amarketingmanagerforKraftJacobsSuchard,talksaboutsuccessfuladvertising.Listenandcompletethechartbelow.,FrankCoopersmarmalade,Creamcheesespread,Radio,ClassicFM,TV,Oldmen,Children&mothers,regularadvertsandasponsorshiptie-up,Afunadvertthatappealstochildren,ahugesuccessahugeincreaseinsales,thesaleshavedoneverywell,Cost-effective,goodtargetingandincreasedsales,generatesales,KraftJacobsSuchardAG-partofPhilipMorrisCompaniesInc.bywayofKraftFoods,Inc.-isaleadingEuropeanfoodcompany.Formedin1993throughthecombinationofJacobsSuchardAGandKraftGeneralFoodsEurope,KraftJacobsSuchard(KJS)specializesinthreefoodcategories:coffee(42percentofoperatingrevenues),confectionery(30percent),andcheese/grocery(28percent).KeycoffeebrandsincludeCarteNoire,Gevalia,GrandMre,Hag,Jacobs,JacquesVabre,Kenco,Saimaza,andSplendid.Inconfectionery,noteworthybrandsincludeCallard&Bowser,CtedOr,Daim,Freia,Lacta,Marabou,Milka,Suchard,Terrys,andToblerone.Finally,well-knownbrandsincheese/groceryincludeDairylea,ElCasero,Kraft,MiracleWhip,Oboy,Philadelphia,Sottilette,andTang.,Listening,Successfuladvertisingcampaigns,Inthe2ndpartoftheinterview,Andrewexplainswhyadvertisingisnotawasteofmoney.Listenandfindoutthereasonshegives.,Advertisinghelpstokeepaproductatthefrontofconsumersmindssothattheyaremorelikelytoselectit,ratherthanacompetitorsproduct,whentheygoshopping.,Listening,Successfuladvertisingcampaigns,Matchwordsfromeachboxtoformwordpartnerships.Thenmakeasentenceforeachwordpartnership.,advertisingmarketingpublicretailpricepromotional,techniquespromotionsoutletscampaignrelationsmix,OurnewadvertisingcampaignwillbegininJuly.,Doyouknowthe4Psinthemarketingmix?,Nowadays,goodpublicrelationsisveryimportanttoanycompany.,Wesellourproductsthroughournetworkofretailoutlets.,Pricepromotionalcaneffectivelyattractpeoplesattention.,Wemustchooseourpromotionaltechniquesfornewproductsverycarefully.,InEnglish,thedefinitearticleisthe.Definitemeansthatthereferstosomespecificthingascontrastedwithaoranwhichdoesnotrefertoonespecificthingorindividual.Thus,ifIsaythebook,youknowwhichbookIreferto.eg.Wouldyoupassmethebookonthedesk?Doyouknowthemanoverthere?Theindefinitearticleisjusttheoppositeofthedefinitearticle.InEnglish,theindefinitearticlesarea,an,some,any.Theyareindefinitebecausetheydonotrefertoaparticularthingasthedoes.eg.Couldyougivemeabooktoread?Itssoboring.ImgoingtoBeijing.Couldyourecommendagoodhotel?OurteacherisanAmerican.,Languagereview,Articles,Definite&indefinitearticles,Morethan6,000advertisingpeoplefromaroundtheworldgatheredinCannesattheendoflastmonthforthe44thInternationalAdvertisingFestival.Manyofthoselookingthroughthe4,000-pluscommercialsweresearchingforthemultinationaladvertiserideal:asimpleideathatcrossesbordersandappealstopeopleonthesamelevelindifferentmarkets.Unfortunatelymostoftheawardswereforadscreatedspecificallyforlocalmarkets.ThenewFordPumacampaignwascreatedtoolateforthisyearsfestival,butexpecttoseeitshineatthe45th.DesignedtolaunchFordsnewsportycoupeacrossEurope,itcontainsthatinstantlyrecognizableideathatthosemultinationalagenciesclientsseek.Essentially,thelate,greatSteveMcQueendrivesFordPumathroughthestreetsofSanFranciscointhemannerinwhichhedrovea1960sFordMustanginhisclassicmovieBullit.,ANADVERTISEMENTFORTHENEWFORDPUMA,Footagefromthefilm,suppliedbyWarnerBrothers,iscombinedthroughtheuseofextraordinarycomputertechnologywithfootageoftheFordPuma.ThecarfollowsoneoftheroutesMustangtookinthefilm.AsMcQueendrivesaroundthecity,thecarreceivesadmiringglancesfrompasses-byrangingfromatrafficcoptoanattractivewomanoutwalking.FinallyhepullsintohisgaragewhereheparksthePumaalongsidetheoriginalMustang.,advertcommercialconceptUSPuniversityVIPhourEuropeanexhibitionMBAemployeeendorsement,an,a,a,a,a,an,an,a,an,a,an,an,Put“a”or“an”beforethewordsinthebox.,Skills,Startingpresentations,A,Decidewhethereachofthefollowingsentencesareformalorinformal.Thenlistenandcheckyouranswer.,Introducingyourself,OnbehalfofmyselfandFocusAdvertising,Idliketowelcomeyou.MynamesSvenLarsen.Hi,ImDominiqueLagrange.Goodtoseeyouall.,Givingbackgroundinformation,Illgiveyouthebackgroundandtalkyouthroughtheresultsofthemarketstudy.Ivedividedmypresentationintothreeparts.,Introducingthetopic,Thismorning,Idliketooutlinethecampaignconceptwevedevelopedforyou.Imgoingtotellyouabouttheideaswevecomeupwithfortheadcampaign.,Invitingquestions,Ifyouhaveanyquestions,pleasedonthesitatetointerruptme.Ifyourenotclearaboutanything,goaheadandaskanyquestionsyouwant.,Skills,Startingpresentations,C,Presenterscanusedifferenttechniquestogettheiraudiencesattentionatthestart.Matchthetechniquestotheexamples.,a)tellapersonalstoryc)askaquestionb)offeranamazingfactd)stateaproblem,1Iwonderifanyofyouhereknowtheanswertothisquestion:whatsthemostpopularholidaydestinationinEuropeforpeopleundertheageof25.2WhenIwasonholidayafewyearsagoinGreece,theownerofatavernatoldmethatin20yearstime,thelittlevillagewherehelivedwouldbeapopulartouristresort.3Letmegiveyouastatistic:92%ofAmericansdonotownapassport.Considertheopportunitythispresentstothetravelindustry.4Werefacingacrisiswithourmarketshare.Whatarewegoingtodoaboutit?,c,a,b,d,Skills,Startingpresentations,D,Yourbankwishestoencourageyoungpeopletosavemoney.Audience:agroupofstudents.,1.Recently,studyhasshownthat80%ofthepeopleintheworldwhodonotsavemoneywillhardlyleadahappylife.2.WhenIwasapupil,Ihaddevelopedagoodhabtofsavingmoneyundertheinfluenceofmymathsteacher,whotoldmethatonelivingathrifylifewouldfinallybeamanofgreatfortune.3.Mydearstudents,beforemypresentation,Idliketoaskyouseveralquestions:Whenyouwereyoung,didyouownapiggybank?And,besidesthat,whatelsewayscanyouthinkofsoastosavemoney?4.Goodmorning,everyone.Imheretotalkaboutmoney.Weallneedmoney,andweallwanttoberich.Butasitknowntoall,moneydoesntgrowontrees,anditdoesntcomeeasily.,b,a,c,d,Casestudy,FocusAdvertising,Background,Focusadvertising,Paris,France,Creatingimaginativeandeffectivecampaigns,reputationdamaged,majorclientslost,needtorestorecompanyreputation&winpotentialclients,Competeagainstsomewell-knownagenciesforseveralcontracts.,Casestudy,Advertisingcampaigns,Ahigh-priced,hand-finishedsportscarwithaclassicdesign.,High-incomeexecutives,Re-launchtheproductwithaninternationalcampaign.,Aunisexperfume,Lower-endofthemarket,LaunchtheperfumeinanEnglishspeakingcountry,Londonchainrestaurantsw