新编剑桥BEC中级第四单元课件-4-advertising

1、新编剑桥商务英语（中级）（第三版） MODULE 4Advertising 授课教师：林郦,4.1 Business topic: Advertising,4.2 Business skills: Delegating,4.3 Exam spotlight: Reading Test: Part Four,Business Topic,4.1 Vocabulary: Types of advertising,4.1 Case study: the effect of Advertising,4.1 Speaking: Oral presentation,4.1 Case study: choo

2、sing the medium of Advertising,Objectives,I. Vocabulary Building,4,II. Cultural Reflection,Words and expressions related to advertising,the advantages and disadvantages of types of advertising, consideration in choosing media,IV. Oral Practice,Practice to give tips and advice,Background information,

3、Commercial Advertising 商业广告is also known as profit-making commercial advertising or financial advertising, in terms of profits for the primary purpose of advertising,7,Background information,non-commercial advertising is for public interests,8,What is the function of advertising ,Function,amplify th

4、e demand,marketing,brand goodwill,preference and loyalty,Advertising is an important part of marketing . Very few companies are able to sell a product without advertising. It is possible but very unlikely. Advertising is an important means for business. It aims to make people aware of a product or s

5、ervice and favorably incline towards it. A manufacturer can amplify the demand of a product by advertising widely. It can build the consumers brand preference and loyalty, thus increasing the value of the product. Advertising is helpful to build the brand, increase the value of its goodwill and win

6、the confidence of consumer,What is the function of advertising ,What are the purposes of advertising,To make customers know the product or the service and then become interested in it. To build and maintain a good corporate image, including its brand and corporate culture. To fight against the compe

7、titors. To gain profits by taking money from the consumers pockets,Background Information,美国广告协会) Association of National Advertising defines the purpose of advertising as: ACCA,Awareness 受众意识 Comprehension 易于理解 Conviction 令人信服 Action 敦促行动,various types of advertising,Billboard advertising,outdoor a

8、dvertising,outdoor LED advertisement screen,Electronic screen,Digital posters,Public transportation vehiclesvikl,banners旗帜广告,Print media 印刷媒体,Magazine,Brochuresbror or pamphlets pmflit,Leaflet (handout) advertising,Broadcast media 广播媒体,TV commercial,Internet advertising,搜索引擎优化（Search Engine Optimiza

9、tion,notes,Notes,In1997，Amazon introduced the concept of affiliate marketing(联属网络营销) ，and then promoted this network marketing model in a large scale. At that time , Amazon didnt enjoy a high reputation, which was only selling books through the net. It is obvious that books can cover a variety of go

10、ods. There are also various websites promoting these goods. Then, Amazon made a bold and wise decision:“why not change these websites into our partners? When the users of these websites buy our books through links ,we will pay a part of commission to these websites without a penny of advertising！” T

11、hat is famous affiliate program of Amazon, which is also called the associate or referrer programs,pop-up ads (pop-ups)自动弹出式广告,spam,Blogs or Micro blogs,micro letter,Word of mouth Mailshot: a letter advertising something,Word of mouth,mail shots,TV commercials,spam,banners,newspaper adverts,brochure

12、s,samples,邮寄广告,报纸上的广告,横幅广告,电视广告,垃圾邮件广告,口头广告,样品,小册子,Useful Words and Expressions,have a discussion about the effect of advertising,what do you think of this advertisement,25,Tasks: What s the product or company? who is the target consumer? How was it advertised? How effective do you think it is? Why/

13、why not,have a discussion about the effect of advertising,what do you think of this advertisement,26,Tasks: What s the product or company? who is the target consumer? How was it advertised? How effective do you think it is? Why/why not,have a discussion about the effect of advertising,what do you th

14、ink of this advertisement,27,Tasks: What s the product or company? who is the target consumer? How was it advertised? How effective do you think it is? Why/why not? Zodiac zodk The zodiac is Chinese precious cultural products,You can use the following useful expressions,1. The advertisement is used

15、to promote这广告是促销 2. The target customers of the advertisement are 这广告的目标客户是. 3.it is obvious that 很显然 creative ideas 有创意的想法 4.I (dont) think it is effective because.我认为这广告效果很好（没有达到很好的效果） 5. paper diaper （纸尿裤） parent-child clothes亲子装 6.roller skating 滑旱冰 roller baby 旱冰宝宝 7. performing their stunts 表演

16、特技 facial expressions面部表情 8. have a strong visual impact有很强的视觉冲击力/效果 9. leave a deep impression on sb/ impress sb deeply 给某人留下很深的印象 10. Xx company targets a more upscale market xx公司目标客户定位在上层市场 （高端市场） 11. marketing strategies 市场营销策略 12.send the link to my friends easily很容易把链接发给朋友 13. creating links t

17、o increase traffic 创造连接提高点击率,You can use the following useful expressions,1. zodiac (twelve Chinese zodiac signs)十二生肖 2. Driven by the commercial interests ,由于商业利益的驱使， 3. in order to achieve the good effectiveness of remembering 为了良好的广告记住效应， 4. using the method of repeating advertising slogans 采用重复喊

18、话的方式 5. wool fabric/woolen knitwear 毛纺织品 knitting wool毛线 6.Have a strong visual and auditory impact 有很强的视听效果 7. audience ratings (电视、广播的)视听率,收视率 8. the effectiveness of has been impaired/weakened 消弱了的效果 9. vulgar television advertisement;恶俗电视广告 10. appear frequently频频出现； 11.It is the most interestin

19、g ads that Ive ever seen. 这是我看过的最有趣的广告。 12. It is the most annoying ads that Ive ever seen. 这是我看过的最烦人的广告,Three B Principle in advertising industry,Achieve the AIDMA effect 。 (Attention、Interest Desire、Memory、Action) The advertisement should be legal， decent，honest， truthful,Complete each sentence fr

20、om their discussions with a word from the box,Discussing the advantages and disadvantages of different types of advertising,1. Pizza delivery firms often do _ in the local area. Its cheap but lots of people probably throw the leaflet away. 2. _ reach millions of people but they are so expensive. 3.

21、I tend to listen to my friends recommendations more than anything else so _ is probably the most effective. 4. People use _ less and less because they can just go online if they want to find out whats available,mailshots TV commercials Sample word of mouth spam brochuresnewspaper adverts banners,mai

22、lshots,TV commercials,word of mouth,brochures,5. Its great when you get a free _ because you can really see what its like. 6. I suppose its good if youre looking for a job locally and _ are relatively cheap. 7. Im not sure about _. When I visit a website, I dont think I even notice them. 8. It used

23、to irritate me but my new anti-virus software seems to block any _ from my inbox,sample,mailshots TV commercials word of mouth brochures, Sample newspaper adverts banners spam,newspaper adverts,banners,spam,In deciding which media to use ,advertisers must consider these questions： 1. who are your ta

24、rget customers? 2.where is your target market? 3.Does the advertising medium cover the market? 4.Do the target customers easily have access to the medium? 5. what is the cost per reader or listener in the market? 6. How much is your budget,Considerations in Choosing Media,It obviously doesnt pay for

25、 a local, one-unit department store to advertise on national television. Because It cannot benefit proportionately from national television advertising to justify the expense. Likewise, it usually is not practical for a neighborhood variety store to advertise in a large metropolitan metrplt()n newsp

26、aper,Considerations in Choosing Media,Newspapers raise their advertising rates when their circulation increases. Similarly, television- advertising rates are based on audience ratings. Magazine advertising rates are also based on total circulation. All these mass media are expensive advertising meth

27、ods because they reach so many people,Considerations in Choosing Media,Radio advertising often serves local merchants/businessmen effectively-and at costs that more firms can afford. And advertising on public transportation vehicles is also effective , when it can be geared to the advertisers market

28、. Direct mail offers the advantages of being selective in coverage, relatively inexpensive ,and more flexible,Considerations in Choosing Media,Prepare a short presentation on one of the following topics,Topic A: What is important to remember when deciding what type of advertising to use,Topic B: Wha

29、t is important to remember about your target consumer when planning an advertising campaign,Speaking: A short presentation,You can use the following expressions to give tips and advice,The first thing is to Its a good idea to You can do this by Also remember that My third tip is (never) to Before we

30、 finish dont forget What might be better is to,Oral practice,Possible points,Word Bank,1.Reach vast number of target customers 2.Reach immense audience 3.Cost effective 4.At a considerable low price,Group A: When deciding what type of advertising to use: - How much will it cost? - Will it reach your

31、 target market? - Is it short-term or long-term promotion,40,Oral practice,Possible points,Word Bank,Have access to Futile Make an investigation Launch advertisement online,Group B: What is important to know about your target consumer? - Age and gender - Typical income - What do they read/watch in o

32、rder to select an appropriate type of advertising,41,You are required to advertise your company products or services by using one of the ways we have talked about. Give your tips or advice to your group members. Then you come to an agreement on which way you will choose to advertise your company pro

33、ducts or services,Case study: choose medium to advertise,Case study: choose medium to advertise,A local company producing clothes for the elder,Requirement,name your company any way you like Introduce your company Choose a medium to advertise Why do you choose this kind of medium,Group A,43,Case study: choose medium to advertise,A multinational company producing cars,Requirement,name your company any way you like Introduce your company Choose a medium to adv