新编剑桥商务英语module 4PPT课件

.,Module4,.,4.1Advertising,.,.,Vocabulary:Typesofadvertising,mailshotsTVcommercialswordofmouthbrochures,Samplenewspaperadvertsbannersspam,1.Pizzadeliveryfirmsoftendo_inthelocalarea.Itscheapbutlotsofpeopleprobablythrowtheleafletaway.2._reachmillionsofpeoplebuttheyaresoexpensive.3.Itendtolistentomyfriendsrecommendationsmorethananythingelseso_isprobablythemosteffective.4.Peopleuse_lessandlessbecausetheycanjustgoonlineiftheywanttofindoutwhatsavailable.5.Itsgreatwhenyougetafree_becauseyoucanreallyseewhatitslike.6.Isupposeitsgoodifyourelookingforajoblocallyand_arerelativelycheap.7.Imnotsureabout_.WhenIvisitawebsite,IdontthinkIevennoticethem.8.Itusedtoirritatemebutmynewanti-virussoftwareseemstoblockany_frommyinbox.,TVcommercials,wordofmouth,brochures,sample,newspaperadverts,banners,spam,mailshots,.,Workinpairs.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexercise1.Thinkaboutissuessuchas:,costlocationnumberofpeoplewhoseeithowlongtheyseeitfor,.,Typesofadvertising,.,Listening:Advertisingontheweb,1.Listentosomeonewhorunsaweb-businessgivingapresentationtoagroupofmarketingmanagersonhowtosuccessfullyadvertiseontheInternet.Whichtechniquesdoeshemention?,-havecompetitionsorgivesomethingforfree,-usesearchenginestoputyournameatthetopofthelistings,-getlinksonothersites,-throughasitereview,-getfreeadvertising,-haveamemorabledomainname,-emailcampaigns(spam),-sendoutamonthlynewsletter,.,2.ListenagainandchoosethebestendingA,BorCforeachsentence15.,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.Itsagoodideato_.A.givefreesamplesawayatthebeginning.B.makethewebsitefreetovisit.C.offersomethingfreetoencouragepeopletoreturn.,.,Listeningscript,Speaker:Imagineyouhaveanewproductoranewserviceandyouwanttheworldtoknowaboutit.Onewaywouldbetowritetheadvertisementontotenorahundredorathousandpiecesofpaperanddropthemfromtheskyoveryourtownorcity.Someoneonthegroundmightpickoneupandreadit.Maybetwoorthreepeople.Ontheotherhandthewindmightblowthemaway.Nowimaginedoingthesamethingbutthistimethrowingthemintotheairwithadvertsforeveryotherproductorserviceintheworld.Youprobablywouldntdoit,wouldyou?Well,unfortunately,that;swhatitsliketoadvertiseontheInternet.Tryingtomakeyourproduct,serviceorwebsiteknowntotherestoftheInternetcommunitycanbevery,veryfrustrating.Notonlymakingitknown,butgettingvisitorstoactuallyvisitthesitecanseemimpossible.ButtherearewaystoovercometheimpossiblewhenadvertisingontheInternet,aslongasyoufollowthreerules.So,rulenumberone,thefirstthingistorememberthatpeopleusesearchengines.Sowheneversomeonetypesinakeywordlinkedtoyourbusiness,yoursiteneedstoappearinthetop50orsolistingsinallofthemajorsearchengines.Anylowerandnoonewilleverfindyou.,.,Mysecondruleisthatitsagoodideatospendsomeusefultimeandeffortongettingyourlinksonothersites.Thisisanexcellent,thoughverytime-consumingwaytoincreasevisitors.Youcandothisbysharinglinkswithothercompanies,sotheyhavealinkonyoursiteandyouputoneontheirs.Orperhapsthroughasitereviewwhichrecommendsyourproducts.Alsorememberthatthemorelinksyouhaveelsewhere,themorelikelypeoplearetofindyouthroughasearchengine.Sothosearemythreestartingpointsforanyonethinkingofwebadvertising.Beforewefinishdontforgetthatamemorabledomainnamethatpeoplecaneasilytypewillhelp.Emailcampaignscanworkandareaneasywaytogettraffictothesitethoughitdoesntlastlong.Whatmightbebetteristohaveamonthlynewsletter,whichpeoplesignupfor.Ivefoundthistobeveryeffectiveandmorepositivethansendingspam.Thentherearecontestswithprizesoranythingfreemaybesomesoftwareorcoolgraphics.Onceyouvegotpeoplevisitingthesite,keepstatisticsonhowmanypeoplevisitperdayandhowoftenpeoplereturntothesite.Inotherwords,findoutwhotheyare.Howoldtheyare.Wheretheycomefrom.Whattheylikedoingtotheirfreetime.Youcangetthiskindofinformationbyaskingthemtosubscribetoyournewsletterforexample,.,Speaking:Ashortpresentation,Workinpairs.Eachofyouhasoneminutetoprepareashortpresentationononeofthefollowingtopics.Youcanusethefollowingexpressionstogivetipsandadvice:,TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?,TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?,ThefirstthingistoItsagoodideatoYoucandothisbyAlsorememberthatMythirdtipis(never)toBeforewefinishdontforgetWhatmightbebetteristo,.,Possiblepoints,StudentA:Whendecidingwhattypepfadvertisingtouse:-Howmuchwillitcost?-Willitreachyourtargetmarket?-Isitshort-termorlong-termpromotion?StudentB:Whatisimportanttoknowaboutyourtargetconsumer?-Ageandgender-Typicalincome-Whatdotheyread/watchinordertoselectanappropriatetypeofadvertising?,.,Reading:Advertisingstandards,1.Doyouknowwhocontrolsadvertisinginyourcountry?ReadaboutASA.,TheAdvertisingStandardAuthority(ASA)workstokeepadvertinglegal,decent,honestandtruthful.TheASAresolvesthousandsofcomplaintseachyear.Itjudgesadvertisements,directmarketingandsalespromotionsagainstasetofcodesanditsrulingsaremadeindependentlyofbothgovernmentandtheadvertisingindustry..uk,.,2.HerearethreecasestheASAhassuccessfullydealtwith.Readeachcasestudyandafterwardsdiscussthefollowing:,1)Isthetypeofadvertisingmentionedcommoninyourcountry?2)Doyourthinktheadvertiserswerecompletelywrongineachcasestudy?3)Haveyouhadanysimilarexperienceswithadvertising?,.,Casestudy1:Mrs.Qboughtacopyoftheteenagegirlsmagazine,Shout,forhertwelve-year-olddaughter.However,herdaughterrespondedtoanadvertisementforringtonesoffering2Tones75pEachinlargeredfigures.Furtherdownthepage,inthesmallprint,weredetailsofthestandardcostsfortones,graphicsandanimationswhichamountedto4.50.Thedaughteronlysaw75pEachinboldanddidntrealizetheofferwasasubscriptionservice.Shebeganreceivinglotsofringtonesandpaying1.50eachtime.Mrs.Qwasastonishedandangrythatamagazineaimedatchildrencouldcontainsuchanadvertisement.TheASAlaunchedaformalinvestigation,.,CaseStudy2:Almost300peoplecontactedtheASAtocomplainaboutaTVcommercialforthesoftdrinkFantaZ.TheadvertshowedpeopledrinkingthecompanysproductFantaLightandthenspittingitout.TheideawasthatsomepeopledidntlikeFantaLightbuttheywouldlikethenewdrinkFantaZ.Themajorityofthepeoplewhocomplainedsaidtheadvertwouldcausebadbehaviorinchildren.Thecompanysaidtheirtargetaudiencewassixteen-to24-year-oldsandnotyoungerchildren.However,theASAwasconcernedthatyoungchildrenwouldseetheadvertasfunandencouragethemtospit.Forthisreason,itwasagreedthattheadvertcouldonlybeshownafternineoclockintheevening.,.,CaseStudy3:NormallyMSAonlybuysorganicornaturalyoghurtbutshedecidedtobuyDanonesnewrangeofShapeyoghurtswhenshesawtheadvertisementsayingthatShapeissimplyavirtuallyfat-freeyogurtpackedwithrealfruit.Andbecausetherearenoartificialsweeteners,whenMsAgottheyogurthome,shesawelevenadditivesontheingredientslist.ShecontactedtheASAviaitsonlinecomplaintsform.Eightotherpeoplealsocomplainedabouttheclaimthattheproducthadnothingaddedtothefruit,.,3.LookatthecommentsbelowaboutthethreecasestudiesformtheASA.Whichcasedoeseachcommentreferto?,1)Thecompanycouldarguethatalltheinformationwasprovided.2)Thecustomersneednthaveboughtit,iftheydidntliketheingredientsthatwereincluded.3)Sheshouldhavereadthepackagingmorecarefully.4)Thecompanymusthaveknownthatchildrenwouldcopytheimages.5)Peopleshouldalwayscheckthetermsandconditions.6)Inthiscase,thecompanycouldntshowtheadvertduringtheday.7)Therulessayadvertisersmustnttakeadvantageofyoungerreaders.,.,Grammar:Modals,1.Lookbackatthesevencommentsinthelastexercise.Underlinethemodalverbineachsentenceandwriteitinthissummary.,Possibility:can,_Obligation:must,_,havetoAdvice:_Criticism:_,oughttoDeduction:_,cantbe,cant/couldnthavebeenLackofobligation:didnthaveto,_,didntneedtoNopossibility:cant,_,could,neednt,should,must,should,couldnt,mustnt,.,2.Underlinethecorrectverbinthesesentences.,1)ManyviewersthinktheASAshould/canstopadvertisersincreasingthevolumeonTVcommercialsbecauseitreallyannoysthem2)A:Sorry,Iforgottobringyoutheinformationyouaskedfor.B:ThatsOK.Youdidntneedto/neednthave.IfounditontheInternet.3)Theydonthaveto/mustntusethesametrademarkasus.Iftheydo,wellsue.4)Theirlawyersshould/musthavetoldthemnottotakeittocourtbecauseweneverheardfromthemagain.5)Hecouldntget/couldnthavegotthroughwhenhetriedtocall.6)Shedidntneedtocomplain/neednthavecomplainedbecauseeightotherpeoplealsodid.7)Consumersdonthaveto/mustntbuytheproduct.Afterall,nobodyforcesthem!8)Theyshouldnt/couldnthavetriedtodefendthecase.Itwasobvioustheydlose.,.,4.2Delegating,Delegating,Listening,Abaddelegator,Areport,Reading,Howtodelegate,Speaking,Writing,.,Newmanagersoftenfinditdifficulttodelegatethetaskstheyusedtodo.Butgettingotherstodowhatyoudidsowellisakeytogoodmanagement.,A.TailorworktotheindividualB.BepositiveC.GiveincentivesD.DefinetheexpectationsandobjectivesE.DelegatecompletetasksF.LetgoG.Avoidmisunderstanding,Reading:Howtodelegate,Readtips17belowonhowtodelegate.WriteinthemissingheadingsAG.,.,1_Itshouldbechallengingandmakeuseoftheirspecificskills-skillsthatyoumaynothave.2_Thisismuchmoresatisfyingforthepersondelegatedtothanbitsandpieces.Ifpeoplefeeltheyhaveownershipofawholemanageableproject,theywillusuallyrisetothechallenge.3_Dontstartbysaying“Iknowyourereallybusyanddonthavetimeforthis,but”Explainwhythejobisimportantandwhyyouhavechosenthem.Alsoexplainwhattherewardsarepossiblyfinancialorpsychological.4_Specifywhatresultsareneeded,thedeadline,andhowoftentheemployeeshouldupdateyou.,Howtodelegate,.,5_Afteryouhavebriefedtheperson,askthemtoexplainbacktoyouwhattheyregoingtodotoensuretheinstructionsareclear.6_Dontcheckuponthem.Makeyourselfavailabletoanswerquestionsbutallowthemspacetoworkontheirown.7_Givelotsofpraise,helpfulfeedbackandconstructivecriticism.Itboostsconfidenceandsavestimenexttime.,.,Listening:Abaddelegator,Themanagerclearlydoesntfollow:1.Themanagersays,“Idontwanttogiveyouanythingtoodifficult.”soitisntchallenging.3.Hestartsbysaying,“Iknowyourereallybusybut”5.Hedoesntasktheemployeetoexplaintheinstructionsbacktohim.6.Hewontbeavailabletoanswerquestions.7.Hedoesntgiveanypraisefortheworktheemployeedidonthescheduleslasttime.,1.Listentoamanagertalkingtoamemberofhisdepartment.Whichoftips1-7fordelegatingdoesnthefollow?,.,Listeningscript,Manager:Hi,Harry.SorrytobotheryoubutImsobusy.Couldyouhelpme?IknowyourebusytoobutIhaveameetingwiththemanagingdirectortomorrowandIdonthavetimetodotheschedulesfornextweek.IknowyoudidthemlasttimeIwasoffsicksothoughtyoucoulddothemagain.Idontwanttogiveyouanythingtoodifficult,doI?SoifIgiveyouthisSorry,Ihaventhadtimetosortthroughitbutyoullworkitout.OK,great.Sorry,mustgo.Ifyouhaveanyquestionserr,askMary.IthinkshedidthescheduleslasttimeIwasonholidaysoshecanhelptoo.Fine.Bye.,.,Speaking:Delegating,BuysomecoffeefromtheshopacrossthestreetOrganizeallthefilinginyourofficeAttendatradefairforyouthisweekendTellanothermemberofstaffnottosentpersonalemailsincompanytimePrepareareportontheeffectivenessofthecompanyswebsite.,Workinpairs.Taketurnstodelegatethefollowingjobstoeachother.Remembertofollowallthetipsmentionedaboveandusesomeofthefollowingexpressions.,.,Someexpressionsyoucanusetodelegate,A.IveaskedyoubecauseB.Letmeknowhowitsgoingonceaweek,pleaseC.Illneedareportonthiswithyourfindingsandyourrecommendations.D.So,letsgothroughthisonemoretimetocheckifitsclearE.Youvedoneagreatjobonthis!F.IvegotajobherethatwillreallyinterestyouG.Idlikeyoutobeinchargeofallofit.H.Feelfreetocallmeifyouhaveanyquestions.I.Canyougivethisprioritybecausetheyneeditassoonaspossible.J.ThedeadlineforthisisnextThursday.,.,1.Readtheinformationandthetaskbelow:Youworkinthemarketingdepartmentofyourcompanyandyourlinemanagerhasdelegatedtoyouthetaskofpreparingashortreport.Youmustreportonthenumberofpeoplevisitingthecompanywebsiteinthelastthreemonthsandproposeamarketing