新编剑桥BEC中级件

新编剑桥BEC中级件第1页/共50页Contents

ModuleFour4.1Businesstopic:Advertising4.2Businessskills:Delegating4.3Examspotlight:ReadingTest:PartFour第2页/共50页BusinessTopic4.1Vocabulary:Typesofadvertising4.1Casestudy:theeffectofAdvertising4.1Speaking:Oralpresentation4.1Casestudy:choosingthemediumofAdvertising第3页/共50页ObjectivesI.VocabularyBuilding4II.CulturalReflectionWordsandexpressionsrelatedtoadvertisingtheadvantagesanddisadvantagesoftypesofadvertising,considerationinchoosingmediaIV.OralPracticePracticetogivetipsandadvice第4页/共50页第5页/共50页第6页/共50页BackgroundinformationCommercialAdvertising{商业广告}

isalsoknownasprofit-makingcommercialadvertisingorfinancialadvertising,intermsofprofitsfortheprimarypurposeofadvertising7第7页/共50页Backgroundinformationnon-commercialadvertisingisforpublicinterests.8第8页/共50页Whatisthefunctionofadvertising?Functionamplifythedemandmarketingbrandgoodwillpreferenceandloyalty第9页/共50页Advertisingisanimportantpartofmarketing.Veryfewcompaniesareabletosellaproductwithoutadvertising.Itispossiblebutveryunlikely.Advertisingisanimportantmeansforbusiness.Itaimstomakepeopleawareofaproductorserviceandfavorablyinclinetowardsit.Amanufacturercanamplifythedemandofaproductbyadvertisingwidely.Itcanbuildtheconsumer’sbrandpreferenceandloyalty,thusincreasingthevalueoftheproduct.Advertisingishelpfultobuildthebrand,increasethevalueofitsgoodwillandwintheconfidenceofconsumer.Whatisthefunctionofadvertising?第10页/共50页Whatarethepurposesofadvertising?Tomakecustomersknowtheproductortheserviceandthenbecomeinterestedinit.Tobuildandmaintainagoodcorporateimage,includingitsbrandandcorporateculture.

Tofightagainstthecompetitors.

Togainprofitsbytakingmoneyfromtheconsumers’pockets.第11页/共50页

BackgroundInformation

(美国广告协会)AssociationofNationalAdvertisingdefinesthepurposeofadvertisingas:ACCAAwareness受众意识

Comprehension易于理解

Conviction令人信服Action敦促行动第12页/共50页varioustypesofadvertisingBillboardadvertisingoutdooradvertisingoutdoorLEDadvertisementscreen第13页/共50页ElectronicscreenDigitalposters第14页/共50页Publictransportationvehicles['viɪkl]

banners旗帜广告第15页/共50页Printmedia印刷媒体MagazinecalendarsBrochures[bro'ʃʊr]orpamphlets['pæmflit]

第16页/共50页Leaflet(handout)advertising第17页/共50页

Broadcastmedia广播媒体TVcommercial

第18页/共50页Internetadvertising

搜索引擎优化（SearchEngineOptimization）notes第19页/共50页NotesIn1997，Amazon

introducedtheconceptofaffiliatemarketing(联属网络营销)

，andthenpromotedthisnetworkmarketingmodelinalargescale.Atthattime,Amazondidn’tenjoyahighreputation,

whichwasonlysellingbooksthroughthenet.

Itisobviousthatbookscancoveravarietyofgoods.Therearealsovariouswebsitespromotingthesegoods.Then,Amazonmadeaboldandwisedecision:“whynotchangethesewebsitesintoourpartners?

Whentheusersofthesewebsitesbuyourbooksthroughlinks,wewillpayapartofcommissiontothesewebsiteswithoutapennyofadvertising！”ThatisfamousaffiliateprogramofAmazon,whichisalsocalledtheassociateorreferrerprograms.第20页/共50页banners旗帜广告pop-upads(pop-ups)自动弹出式广告

第21页/共50页spamBlogsorMicroblogsmicroletter第22页/共50页WordofmouthMailshot:aletteradvertisingsomething

第23页/共50页WordofmouthmailshotsTVcommercialsspambannersnewspaperadvertsbrochuressamples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UsefulWordsandExpressions第24页/共50页haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement25Tasks:What‘stheproductorcompany?whoisthetargetconsumer?Howwasitadvertised?Howeffectivedoyouthinkitis?Why/whynot?第25页/共50页haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement26Tasks:What‘stheproductorcompany?whoisthetargetconsumer?Howwasitadvertised?Howeffectivedoyouthinkitis?Why/whynot?第26页/共50页haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement27Tasks:What‘stheproductorcompany?whoisthetargetconsumer?Howwasitadvertised?Howeffectivedoyouthinkitis?Why/whynot?Zodiac['zodɪ'æk]ThezodiacisChinesepreciousculturalproducts第27页/共50页Youcanusethefollowingusefulexpressions:1.Theadvertisementisusedtopromote…这广告是促销…2.Thetargetcustomersoftheadvertisementare…这广告的目标客户是….3.itisobviousthat…很显然…creativeideas有创意的想法4.I(don’t)thinkitiseffectivebecause….我认为这广告效果很好（没有达到很好的效果）5.paperdiaper（纸尿裤）parent-childclothes亲子装6.rollerskating滑旱冰rollerbaby旱冰宝宝7.performingtheirstunts表演特技facialexpressions面部表情8.haveastrongvisualimpact有很强的视觉冲击力/效果9.leaveadeepimpressiononsb/impresssbdeeply给某人留下很深的印象10.Xxcompanytargetsamoreupscalemarketxx公司目标客户定位在上层市场（高端市场）11.marketingstrategies市场营销策略12.sendthelinktomyfriendseasily很容易把链接发给朋友13.creatinglinkstoincreasetraffic创造连接提高点击率第28页/共50页Youcanusethefollowingusefulexpressions:1.

zodiac(twelveChinesezodiacsigns)十二生肖2.Drivenbythecommercialinterests,由于商业利益的驱使，3.inordertoachievethegoodeffectivenessofremembering为了良好的广告记住效应，4.usingthemethodofrepeatingadvertisingslogans采用重复喊话的方式5.woolfabric/woolenknitwear毛纺织品knittingwool毛线6.Haveastrongvisualandauditoryimpact有很强的视听效果7.audienceratings(电视、广播的)视听率,收视率8.theeffectivenessof…hasbeenimpaired/weakened消弱了…的效果9.vulgartelevisionadvertisement;恶俗电视广告10.appearfrequently频频出现；11.ItisthemostinterestingadsthatI’veeverseen.这是我看过的最有趣的广告。12.ItisthemostannoyingadsthatI’veeverseen.这是我看过的最烦人的广告。第29页/共50页ThreeBPrincipleinadvertisingindustryAchievetheAIDMAeffect。(Attention、InterestDesire、Memory、Action)Theadvertisementshouldbelegal，decent，honest，truthful第30页/共50页CompleteeachsentencefromtheirdiscussionswithawordfromtheboxDiscussingtheadvantagesanddisadvantagesofdifferenttypesofadvertising.

第31页/共50页1.Pizzadeliveryfirmsoftendo_________inthelocalarea.It’scheapbutlotsofpeopleprobablythrowtheleafletaway.2._______________reachmillionsofpeoplebuttheyaresoexpensive.3.Itendtolistentomyfriends’recommendationsmorethananythingelseso________________isprobablythemosteffective.4.Peopleuse_________lessandlessbecausetheycanjustgoonlineiftheywanttofindoutwhat’savailable.mailshotsTVcommercialsSample

wordofmouthspambrochures

newspaperadvertsbannersmailshotsTVcommercialswordofmouthbrochures第32页/共50页5.It’sgreatwhenyougetafree_____becauseyoucanreallyseewhatit’slike.6.Isupposeit’sgoodifyou’relookingforajoblocallyand_________________arerelativelycheap.7.I’mnotsureabout_________.WhenIvisitawebsite,Idon’tthinkIevennoticethem.8.Itusedtoirritatemebutmynewanti-virussoftwareseemstoblockany______frommyinbox.samplemailshotsTVcommercialswordofmouthbrochures,Samplenewspaperadvertsbannersspamnewspaperadvertsbannersspam第33页/共50页Indecidingwhichmediatouse,advertisersmustconsiderthesequestions：1.whoareyourtargetcustomers?2.whereisyourtargetmarket?3.Doestheadvertisingmediumcoverthemarket?4.Dothetargetcustomerseasilyhaveaccesstothemedium?5.whatisthecostperreaderorlistenerinthemarket?6.Howmuchisyourbudget?ConsiderationsinChoosingMedia第34页/共50页Itobviouslydoesn’tpayforalocal,one-unitdepartmentstoretoadvertiseonnationaltelevision.BecauseItcannotbenefitproportionatelyfromnationaltelevisionadvertisingtojustifytheexpense.Likewise,itusuallyisnotpracticalforaneighborhoodvarietystoretoadvertiseinalargemetropolitan[metrə'pɒlɪt(ə)n]newspaper.ConsiderationsinChoosingMedia第35页/共50页Newspapersraisetheiradvertisingrateswhentheircirculationincreases.Similarly,television-advertisingratesarebasedonaudienceratings.Magazineadvertisingratesarealsobasedontotalcirculation.Allthesemassmediaareexpensiveadvertisingmethodsbecausetheyreachsomanypeople.ConsiderationsinChoosingMedia第36页/共50页Radioadvertisingoftenserveslocalmerchants/businessmeneffectively---andatcoststhatmorefirmscanafford.Andadvertisingonpublictransportationvehiclesisalsoeffective,whenitcanbegearedtotheadvertiser’smarket.Directmailofferstheadvantagesofbeingselectiveincoverage,relativelyinexpensive,andmoreflexible.ConsiderationsinChoosingMedia第37页/共50页Prepareashortpresentationononeofthefollowingtopics.

TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?Speaking:Ashortpresentation第38页/共50页Youcanusethefollowingexpressionstogivetipsandadvice:Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinishdon’tforget…Whatmightbebetteristo…第39页/共50页.OralpracticePossiblepointsWordBank1.Reachvastnumberoftargetcustomers2.Reachimmenseaudience3.Costeffective4.AtaconsiderablelowpriceGroupA:Whendecidingwhattypeofadvertisingtouse:-Howmuchwillitcost?-Willitreachyourtargetmarket?-Isitshort-termorlong-termpromotion?40第40页/共50页OralpracticePossiblepoints

WordBankHaveaccesstoFutileMakeaninvestigationLaunchadvertisementonlineGroupB:Whatisimportanttoknowaboutyourtargetconsumer?-Ageandgender-Typicalincome-Whatdotheyread/watchinordertoselectanappropriatetypeofadvertising?41第41页/共50页

Youarerequiredtoadvertiseyourcompanyproductsorservicesbyusingoneofthewayswehavetalkedabout.Giveyourtipsoradvicetoyourgroupmembers.Thenyoucometoanagreementonwhichwayyouwillchoosetoadvertiseyourcompanyproductsorservices.Casestudy:choosemediumtoadvertise第42页/共50页Casestudy:choosemediumtoadvertiseAlocalcompanyproducingclothesfortheelder

RequirementnameyourcompanyanywayyoulikeIntroduceyourcompanyChooseamediumtoadvertiseWhydoyouchoosethiskindofmedium?GroupA:43第43页/共50页Casestudy:choosemediumtoadvertiseAmultinationalcompanyproducingcars

RequirementnameyourcompanyanywayyoulikeIntroduceyourcompanyChooseamediumtoadvertiseWhydoyouchoosethiskindofmedium?GroupB:44第44页/共50页Case