新编剑桥商务英语Unit-4省公开课金奖全国赛课一等奖微课获奖课件

Module41/51Whereyouhaveseenadvertising?2/51Inthestreet3/51onthebus/atthebusstation4/51ontheradio5/51onTV6/51inthenewspaper7/51inthemagazine8/51advertisementontheInternet9/51GroupWorkonballoonsinthesky;onentrancetickets;onshoppingbags;onumbrellas,T-shirts,pencils,toys;onmousepads;10/51GroupWorkinfreesamples;flyer&banner;andevenonthewallsofwashrooms.……..11/51Typesofadvertising12/51spamWordsofmouthMailshots13/51Mailshots邮寄广告Spam垃圾邮件Banners横幅，口号，大字标题14/51Banners15/51TypesofadvertisingMailshots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16/51Vocabulary: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.TVcommercialswordofmouthbrochuressamplenewspaperadvertsbannersspammailshots17/51ExpressionsPizzadeliveryfirms披萨配送企业Leaflet传单Goonline上网Blockanyspam阻止任何滥发邮件Inbox收件箱18/51Workinpairs.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexercise1.Thinkaboutissuessuchas:costlocationnumberofpeoplewhoseeithowlongtheyseeitfor19/51TypesofadvertisingTypesofadvertisingAdvantagesDisadvantagesmailshotsquicktodelivernotseenforlongTVcommercialsmemorableandcanbefunpeopleremembertheadvertbutnottheproductwordofmouthyoutrustthisformmostpeoplecanalsospreadbadnewsbrochuresgiveyoumoretimetostudyinformationexpensivetoproduceandsendouttoyourtargetmarketsamplepeoplecantestbeforebuyingexpensivenewspaperadvertsreadbymanyreadquicklyorignoredbannersyoucantargetamarketbychoiceofwebsitetheydisappearquicklyspamverycheaptoproduceanddeliverpeopledeletethembeforereading20/51AdvertisingonthewebAweb-business网络广告企业Marketingmanagers营销经理Wherecanyouseeadvertisementsonline?SearchenginepagesBannerspop-ups…21/51Drop…fromtheskyBlowaway..SearchenginesDomainnameNewsletterAshortwrittenreportornewsaboutaclub,organizationorplaceetcthatisregularlysenttopeoplewhoareinterested.22/51AdvertisingonthewebHowtosuccessfullyadvertiseontheInternet?UsesearchenginestoputyournameatthetopoflistingsGetlinksonothersitesThroughasitereviewGetfreeadvertisingHaveamemorabledomainnameEmailcampaigns(spam)SendoutamonthlynewsletterHavecompetitionsorgivesomethingforfree23/51Rulenumberone第一条规则是Mysecondruleisthat…我第二条规则是Orperhapsthrough…或许经过Mythirdtipis…我第三个提议是Beforewefinishdon‘tforgetthat结束之前不要忘记Whatmightbebetteris…可能是更加好方法Ifoundthistobeveryeffectiveandmorepositivethan…我发觉这很有效，比…更主动有效Thenthereare…另外还有…24/51UsefulexpressionsOnewaywouldbeto…DropfromtheskyBlowawayVisitthesite访问网站WaystoovercometheimpossibleSearchenginesGetyourlinksonothersites与其它网站链接25/51RulenumberoneMysecondruleisthatOrperhapsthroughMythirdtipisBeforewefinishdon'tforgetthat…Whatmightbebetteris…Ihavefoundthiswaytobeveryeffectiveandmorepositivethan…Thenthereare…26/51Speaking:AshortpresentationWorkinpairs.Eachofyouhasoneminutetoprepareashortpresentationononeofthefollowingtopics.Youcanusethefollowingexpressionstogivetipsandadvice:TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinishdon’tforget…Whatmightbebetteristo…27/51PossiblepointsStudentA:Whendecidingwhattypepfadvertisingtouse:-Howmuchwillitcost?-Willitreachyourtargetmarket?-Isitshort-termorlong-termpromotion?StudentB:Whatisimportanttoknowaboutyourtargetconsumer?-Ageandgender-Typicalincome-Whatdotheyread/watchinordertoselectanappropriatetypeofadvertising?28/51Reading:Advertisingstandards1.Doyouknowwhocontrolsadvertisinginyourcountry?ReadaboutASA.WhatASAstandsfor?WhataretheadvertisingstandardsforASA?Whomaretherulingsmadeby?29/51Casestudy1: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…30/51CaseStudy2:Almost300peoplecontactedtheASAtocomplainaboutaTVcommercialforthesoftdrinkFantaZ.Theadvertshowedpeopledrinkingthecompany’sproductFantaLightandthenspittingitout.Theideawasthatsomepeopledidn’tlikeFantaLightbuttheywouldlikethenewdrinkFantaZ.Themajorityofthepeoplewhocomplainedsaidtheadvertwouldcausebadbehaviorinchildren.Thecompanysaidtheirtargetaudiencewassixteen-to24-year-oldsandnotyoungerchildren.However,theASAwasconcernedthatyoungchildrenwouldseetheadvertasfunandencouragethemtospit.Forthisreason,itwasagreedthattheadvertcouldonlybeshownafternineo’clockintheevening.31/51

CaseStudy3:NormallyMSAonlybuysorganicornaturalyoghurtbutshedecidedtobuyDanone’snewrangeofShapeyoghurtswhenshesawtheadvertisementsayingthatShapeissimplyavirtuallyfat-freeyogurtpackedwithrealfruit.Andbecausetherearenoartificialsweeteners,whenMsAgottheyogurthome,shesawelevenadditivesontheingredientslist.Shecontactedthe

ASAviaitsonlinecomplaintsform.Eightotherpeoplealsocomplainedabouttheclaimthattheproducthadnothingaddedtothefruit…32/513.LookatthecommentsbelowaboutthethreecasestudiesformtheASA.Whichcasedoeseachcommentreferto?(p38)1)Thecompanycouldarguethatalltheinformationwasprovided.2)Thecustomersneedn’thaveboughtit,iftheydidn’tliketheingredientsthatwereincluded.3)Sheshouldhavereadthepackagingmorecarefully.4)Thecompanymusthaveknownthatchildrenwouldcopytheimages.5)Peopleshouldalwayscheckthetermsandconditions.6)Inthiscase,thecompanycouldn’tshowtheadvertduringtheday.7)Therulessayadvertisersmustn’ttakeadvantageofyoungerreaders.33/51Newmanagersoftenfinditdifficulttodelegatethetaskstheyusedtodo.Butgettingotherstodowhatyoudidsowellisakeytogoodmanagement.Reading:HowtodelegateReadtips1–7belowonhowtodelegate.WriteinthemissingheadingsA–G.A.Tailorworktotheindividual依据个人专长分配工作B.BepositiveC.Giveincentives给予勉励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防止误解34/511____Itshouldbechallengingandmakeuseoftheirspecificskills-skillsthatyoumaynothave.2____Thisismuchmoresatisfyingforthepersondelegatedtothanbitsandpieces.Ifpeoplefeeltheyhaveownershipofawholemanageableproject,theywillusuallyrisetothechallenge.3____Don’tstartbysaying“Iknowyou’rereallybusyanddon’thavetimeforthis,but…”Explainwhythejobisimportantandwhyyouhavechosenthem.Alsoexplainwhattherewardsare–possiblyfinancialorpsychological.4___Specifywhatresultsareneeded,thedeadline,andhowoftentheemployeeshouldupdateyou.Howtodelegate35/515___Afteryouhavebriefedtheperson,askthemtoexplainbacktoyouwhatthey’regoingtodotoensuretheinstructionsareclear.6___Don’tcheckuponthem.Makeyourselfavailabletoanswerquestionsbutallowthemspacetoworkontheirown.7___Givelotsofpraise,helpfulfeedbackandconstructivecriticism.Itboostsconfidenceandsavestimenexttime.36/51Listening: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?37/513.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.38/51ListeningscriptManager: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.39/51SomeexpressionsyoucanusetodelegateA.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.Listening4.340/51Writing:AreportUnderstandthetaskpreparingashortreportonthenumberofpeoplevisitingthecompanyinthelastthreemonths

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proposeamarketingstrategyforthenextthreemonths.41/51Readtheinformationbelow.

rancompetition–verypopularlaunchednewsletterforsubscribers23002700295042/51SpendingonInternetadvertisingforMayCostBannersonothersites(euros/month)3,200MonthlynewsletteremailedtosubscribersNocostveryfewpeoplevisitbecauseoftheseexceptmytime!43/51商务汇报组成UsefulphrasesTipsproceduresReportwriting44/51组成IntroductionAimWhyyouhavebeenaskedtowriteitWhatyouwillhavedonebytheendFindingsDescribethefactsandinformationRecommendationsMakerecommendationsandpropose45/51usefulphrasesforreportwriting.IntroductionThisreportsetsoutto…Thepurpose/aimofthisreportisto…Thisreportaimsto…FindingsInadditionto…Alternatively/SecondlyAsaresultof/Thismeans…RecommendationsInconclusion/itwasconcluded/agreedIwouldsuggest/recommendthat…Thefindingsclearlyshowthatweshould…Itissuggestedthat/proposedthat46/51MorephrasesAddingideasFurthermore/moreover/inadditionContrastingideasHowever/although/despite/inspiteofWhile/whereasMakingcomparisonsBoth/neither/like/unlikeLinkingcauseandeffectBecauseof/asaresultof/dueto/owingtoThismeansLeadsto/resultsin47/51TipsAnoveralltitle(short)ShortCanuseabbreviationsfornamesBedividedintosectionsEasiertoreadUseheadingsUselinkingwordsandstandardphrasesPrinciple(ABCD)Accurate准确无误Brief简明扼要Clear结构清楚Decisive提议果断明确48/51procedurePlanyourreportHowmanysectionswilltherebe?GiveeachsectionaheadingThinkofphraseandvocabularytoincludeineachsection