《 市场营销英语》 课件U4 The Magic of Advertising The Coca-Cola Story

点击职业英语主编：史洁职业英语模块ZoomIn实用市场营销英语新世纪高等职业教育行业英语类课程规划教材04UnitTheMagicofAdvertising:TheCoca-ColaStoryPartⅠChatFreelyJamie:Sarah,I’msofrustrated.Theteammembersareignoringmyideasforthenewproductlaunch.Ispentdaysresearchingcoolangles,buttheykeepshootingmedown!Sarah:Ouch.Butholdon—howexactlydidyousharethoseideas?Jamie:Ijustpresentedeverythingatthemeeting.Ithoughtthey’dseehowgoodmyplanswere,buttheysaiditdidn’tfittheoverallstrategy.Sarah:Here’sthething:PRisallaboutteamwork.Didyouasktheteammembersbeforehandwhattheirprioritieswere?Jamie:Well…no.Iwantedtosurprisethemwithsomethingfresh.ChinesePartⅠChatFreelySarah:We’veallbeenthere.Butinateam,“surprises”canbackfire.You’vegottolistenfirstunderstandwhateveryoneelseisaimingfor.Jamie:So,howdoIgetthemtohearmeout?Sarah:Startbysaying,“I’dlovetohearyourthoughtsonthis.WhatdoyouthinkarethemostImportantgoalsforthislaunch?”Showthemyouvaluetheirinput.Jamie:Gotit.It’snotjustaboutmetalking—it’saboutworkingtogether.ChinesePartⅠChatFreelySarah:Exactly!InPR,goodcommunicationmeansbalancingyourideaswiththeteam’sneeds.Noonepersonhasalltheanswers.Jamie:I’llscheduleaquickchatwiththeteamtoday.Thanks,Sarah!Sarah:Remember—teamworkandcommunicationgohand-in-hand.Nexttime,seeittheirway,buildittogether.Yougotthis!ChinesePartⅠChatFreely团队合作的平衡杰米：莎拉，我太沮丧了。团队成员根本不理会我为新产品发布提出的想法。我花了好几天研究出一些很好的点子，但他们总是拒绝。莎拉：哎呀。不过等一下，你到底是怎么分享那些想法的？杰米：我在会议上直接把所有东西都讲了。我以为他们会看到我的计划有多好，但他们说这不符合整体战略。莎拉：问题是，公关工作讲究的就是团队合作。你事先问过团队成员他们的优先事项吗？杰米：嗯……没有。我想给他们一个惊喜。BackPartⅠChatFreely莎拉：我们都曾这样。但在团队中，“惊喜”可能会适得其反。你得先倾听——了解其他人的目标是什么。杰米：那我怎样才能让他们听我说？莎拉：先说：“我很想听听大家对这个的看法。你们觉得这次发布最重要的目标是什么？”向他们表明你重视他们的意见。杰米：明白了。这不只是我一个人说——而是要一起合作。BackPartⅠChatFreely莎拉：没错！在公关工作中，良好的沟通意味着要平衡你的想法和团队的需求。没有人能包揽所有的答案。杰米：我今天就安排和团队开个简短的会议。谢谢，莎拉！莎拉：记住——团队合作和沟通是相辅相成的。下次，试着从他们的角度看问题，一起构建方案。你能行的！BackPartⅠChatFreelyPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussion

Membersinthesamegroup,splitintoJamie-sideandSarah-side(oralltakeonerolefirstthenswitch).

Ifyou’reJamie—you’vejuststartedasaPRassistantandyourideaskeepgettingrejected.Whatwouldbeyourfirstinstinct:Defendyourplan,oraskforfeedback?Why?

Ifyou’reSarah(the supervisor),thereisanewteammember(likeJamie)whoignoresother’sinput,howwouldyouusecommunicationskillstoteachhim/hertheimportanceofteamwork?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionswithyourgroupmembers:Haveyoueverboughtaproduct becauseofatouchingoraninterestingstorybehindthebrand?Shareyourexperience.Whydo youthinkstoriescandrivepeopletobuy,andhowmightabrandcreatesuchastory?PartⅡReadDeeplyTheMagicofAdvertising:TheCoca-ColaStory

Onceuponatime,therewasafizzydrinkcalledCoca-Cola.Inthebeginning,itwasjustlike anyotherregulardrinks,tryinghardtobenoticedinabusymarket.Itstastewasreallygoodandcouldgivepeoplethatnice,refreshingfeeling,buthardlyanyoneknewaboutit.

Thecompanyonlyhadasmallnumberofsalesmen.Theyfinisheditaheadofscheduleand withinbudget,makingitamodelproject.Fromtowntotown,theytriedhardtogetlocalstoreownerstokeepCokeontheirshelves.Butitwasn’teasy.Mostpeopleeitherdidn’tknowthisdrinkorjustdidn’tcare,sincethereweresomanyotherdrinkstopickfrom.ChinesePartⅡReadDeeply

Thencame thebigmomentthatchangedeverything.Coca-Colamadeupitsmindtoputalotofmoneyintoadvertising.Itcameupwithsupereye-catchingposters.Thesepostersshowedcheerful peoplehavingagreattimewhilesippingCokeatpicnics,parties,andsportseventsThe brightcolorsandhappyscenesmadeitlooklikehavingaCokewasamustforafunday.Youmightsee,forexample,somekidsplayingintheparkandtakingabreaktodrinkCokewithbig smilesontheirfaces.

Not longafter,radioadsshowedup.Theyhadreallycatchytunesthatjustwouldn’tleave people’sminds.Thatfamousadvertisingline“It’stherealthing,Cokeisit!”wasplayingallover theplace.Itwasonpopularradioshowsandatmanysportsevents,whereathleteswonbronze, silver,andgoldmedals.Lotsofpeoplestartedtorememberthebrand.ChinesePartⅡReadDeeply

Inmorerecenttimes,Coca-Colahasbeendoingsomereallycoolstuffonsocialmedia,too.Itaskedpeopletosharetheirown“Coca-Colamoments”.Consumersthenpostedpictures andvideosofthemselvesenjoyingCokeinallsortsofways.You’dseefriendssharingCokeatconcerts,makingthemomentevenmorefun,orstudentshaving aquicksipduringstudy breaks. ThisgotpeopleinvolvedandshowedhowCokecouldbepartofeverydaylife.

Afterallthesedifferentkindsofads,thingschangedquickly.PeoplestartedaskingforCoke Bynameinstores.Kidswouldbegtheirparentstobuyit,thinkingitmeanthavingagreat time. Saleswentupfast,andCoca-Colawentfrombeinganobodytoaworld-famousbrand.ChinesePartⅡReadDeeply

Thisamazingchangeshowsthekeypointofadvertising.Itcanturnsomethingunknown Intoastar.Bymakingamessagethatmeetspeople’swishesforhappiness,beingtogether,and havingfun,andshowingitwithinterestingpicturesandsounds,anadvertisementcanquicklymakea brandpopular.It’snotonlyaboutsellingathing;it’saboutsellingawayoflifeanda feelingthatcustomersreallywant.

Nowadays,withmodernself-mediagrowingcrazyfast,advertisingismorecrucialthanever. Everysingleday,newproductskeepshowingup.Butagoodad,justliketheonesCoca-Colahasmade,canstillhelpabrandgetnoticed.Whetherit’sashort,funvideoonTikTokthatmakesyouwanttowatchitagainandagain,oraneasy-to-readblogpostthattellsyousomething,itgets peopleinterested.That’sthemagicofadvertising.ChinesePartⅡReadDeeply广告的魔力:可口可乐的故事从前，有一种叫可口可乐的碳酸饮料。一开始，它就像其他普通的饮料一样，很难在繁荣的市场中崭露头角。它的味道真的很好，能给人那种美好、清新的感觉，但几乎没有人知道这个牌子。可口可乐公司的销售人员很少。他们提前完成项目，并且没有超出预算，于是这成为了一个示范项目。从一个小镇到另一个小镇，销售员努力让当地商店老板在货架上保留可乐。但这并不容易。大多数人要么不知道这种饮料存在，要么根本不在乎，因为还有很多其他饮料可以选择。BackPartⅡReadDeeply接着改变一切的重大时刻到来。可口可乐决定投入大量资金进行广告宣传。他们想出了超吸引眼球的海报。这些海报展示了幸福的人们在野餐、聚会和体育活动中喝着可乐玩得很开心。明亮的色彩和欢乐的场景让喝可乐看起来是愉快的一天的必备品。例如，你会看到一些孩子在公园玩耍，然后休息喝可乐，脸上挂着大大的笑容。没过多久，电台广告就出现了。他们的广告曲朗朗上口，让人无法忘怀。那句著名的台词“这是真的，可乐就是它！”到处都在播放。它出现在流行的电台节目中，还出现在运动员斩获金牌、银牌和铜牌的各种体育赛事中。很多人开始记住这个品牌。BackPartⅡReadDeeply最近，可口可乐也在社交媒体上做了一些非常酷的事情。他们让人们分享他们自己的“可口可乐时刻”。随后，消费者们发布了自己以各种方式享受可乐的照片和视频。你会看到朋友们在演唱会上分享可乐，让这一刻变得更加有趣，或者学生们在课间休息时快速喝一口。这让人们参与其中，并展示了可乐如何融入日常生活。在经历了所有这些不同种类的广告之后，事情迅速发生了变化。人们开始在商店里指名要可口可乐。孩子们会求父母买它，认为这意味着玩得很开心。销量猛增，可口可乐从一个无名小卒变成了世界知名品牌。BackPartⅡReadDeeply这一惊人的变化显示了广告的关键点。它可以把无名的东西变得知名。通过发出满足人们对幸福、陪伴和玩乐的愿望的信息，并用有趣的图片和声音展示，一个广告可以迅速使一个品牌受欢迎。这不仅仅是关于销售一件东西；这是关于销售一种生活方式和一种客户真正想要的感觉。如今，随着现代自媒体迅速发展，广告比以往任何时候都更加重要。每一天，新产品不断涌现。但是一个好的广告，就像可口可乐做的广告一样，仍然可以帮助一个品牌引起注意。无论是TikTok上让你想一遍又一遍地看的简短有趣的视频，还是一篇易于阅读的博客文章，它都会引起人们的兴趣。这就是广告的魔力。BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyLifelongLearning:TheKeytoOwnYourDestiny

Lifelonglearningmeansshapingyourlife’spathbyyourownwill.Inaworldfullofchanges,waitingfordirectionswon’tgetyoufar.Everychoicetolearnanewskillorunderstandanewideaisliketakingthesteeringwheelofyourlife.Withoutcontinuouslearning,you’relettingchancespassby,andyourfuturemightjustdriftalong.Butwhenyoulearnnon-stop,you’renotjustchasinggoals—you’rebuildingthepowertodecideyourownstory.It’ssimple:stoplearning,andyoulosecontrol;keeplearning,andyouownyourfuture.PartⅡReadDeeplyTraditionalChineseCulture“买椟还珠”原指买下精美的木匣，却退还珍贵的珍珠，这一典故意在讽刺人们在做决策时取舍失当，将次要事物凌驾于核心价值之上。在当下营销语境中，该成语常被片面解读为“消费者只关注包装而无视产品内核”，实则这是对原意的误读。其真正精髓，在于揭示人类认知层面的深层偏差，涵盖信息误判、价值错位等多元场景，远非“简单关注包装，忽略产品本身”的单一关系所能概括。理解这一本质，对把握消费者心理、优化营销策略而言，有着深远的意义。PartⅡReadDeeplyUseofMarketingModel:AISASModel

TheAISASmodelisaconsumerbehaviormodelinmarketing.This modelhelpsmarketers understandtheprocessconsumersgothroughwhenmakingdecisions.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:CanteenFoodSurvey&ImprovementTaskBackground

Agrowingnumberofstudentsareoptingfortakeout(外卖食物)overthecampuscanteen, raisingfoodsafetyrisksandshowingthecanteenfailstomeetstudents’needs.Asastudentvolunteerofamarketingteam,usecampuschannels(campussocialgroups,noticeboards,radio,etc.)togetstudentsbacktothecanteen.PartⅢPracticeMoreRevisedInstructions

Yourtaskistosolvethe“CanteenFoodSurvey&Improvement”challenge.Workinteamstoresearchtheproblem,designsolutions,andprepareapresentation(PPT/shortplay/marketing document)toshareinclass.Here’show:1.Out-of-classPreparationFormteams (project manager,marketresearcher,marketingstrategist,budgetcontroller,etc.).Conductsurveys/researchtofindwhythecampaignfailedtillnow.Createasolution(marketingstrategy,eventplan,etc.)andbuildyourpresentation.PartⅢPracticeMore2.In-classShowcase

Presentyourwork(6minsperteam)→Explainyourresearchprocess,solutions,andhow you’llrevivethecampaign.3.ClassDiscussion

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreToencouragestudentstoreturntothecampuscanteen,wewillimplementthefollowingstrategies:MarketInsights:Conductsurveysandfocusgroupswithstudentstounderstandtheirpreferencesforfoodchoices,pricing,anddiningatmosphereinthecanteen.CreativePromotions：Developattractivepromotionssuchas“HappyHourDiscounts”duringspecifictimestoenticestudentstodinein.Offerincentiveprogramslikeloyaltycardsthatrewardfrequentdinerswithfreemealsordiscounts.DigitalEngagement:Createacampaignonsocialmediaplatforms,encouragingstudentstoposttheirfavoritecanteenmealswithauniquehashtag.Usemobileappsorcampuswebsitestosharedailymenus.InteractiveEvents:Organizethemedfooddays,cookingdemonstrations,ortastingeventsinthecanteentoattractmorestudentsandmakedininganenjoyableexperience.FinancialPlanning:Establishabudgetthatcoverseffectivemarketingstrategies,improvementsinfoodquality,andengagingeventstomakediningmoreappealing.Considerpartnershipswithstudentorganizationsforfundingandsupportforspecialevents.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingTheInfluenceofAdvertising:CasesofReputableChineseBrands

AdvertisingisvitalforChinesebrandstosucceed.It’slikeastrongmotorthathelpsbrands growandreachmorepeople.TakeTongrentang,awell-knownChinesemedicinebrandthat’sbeenaround forover 300yearsasanexample.Itsadsshowclearlyhowworkerspickandprocess herbs,whichshowsthebrandreallytriestomakegoodproducts.Theseadsdon’tjustmake peopletrustthebrand;theyalsoteachpeopleabouttraditionalChinesemedicine.Forexample, someadstalkabouttheideaof“keepingthebodyhealthy”,whichisakeypartofChinesemedicine.ManyoftheseadsareshownonTV,websites,andsocialmedia,sotheycanreachlots ofpeoplewholikenaturalhealthproducts.PartⅢPracticeMore

LiNing,apopularsportswearbrand,isalsoverygoodatadvertising.Itsadsshowathletesandyoungpeoplewearingniceandcomfortablesportswear,andtheyhighlightthebrand’snewdesignsandgoodmaterials.SomeadsmixtraditionalChineseelementswiththesportswear.ThismakesLiNinglikedbybothpeoplewholovesportsandthosewholikeChinese-stylefashion.Byworkingwithfamousathletesandsocialmediastarsintheads,LiNingcatchestheeyesofyoungpeoplewhowanttofollowthelatesttrends.

Quanjude,thewell-knownPekingduckbrand,usesadvertisingtoshowitslong-lastingroastingskills.Theadsshowchefsroastingducksuntiltheyturnaperfectgolden-brownandservingdeliciousmeals.TheseadsattractfoodloversfromallovertheworldandmakeQuanjudeasymbolofBeijing’sfoodculture.Thebrandalsousesadsto tellitslonghistory,whichhelpspeoplefeelmoreconnectedtothebrandwhentheythinkabout,havingamealthere.PartⅢPracticeMore

Inshort,goodadvertisinghelpsthesebrandskeeptheirtraditions,getmorecustomers,andbecome morefamousaroundtheworld.Itconnectsthepastandthepresent,sothesebrandscanstaypopularintoday’smarket.Withdifferentadvertisingways,thesebrandscanstandoutandkeepdoingwellforalongtime.PartⅢPracticeMore1.WhatisthemaingoalofTongrentang’sadvertisements?A.TopromoteWesternmedicine.B.Toclearlyshowhowherbsarehandledandmakepeopletrusttheproducts.C.Tointroducenewsellingways.D.Totellstoriesaboutforeigndoctors.2.HowdoLiNing’sadvertisementshelpmakeitpopular?A.Byonlyshowingexpensivesportswear.B.Byusingold-fashionedandboringdesigns.C.Bymixingsportswear withtraditionalChineseelements.D.Byonlyaimingatold people.PartⅢPracticeMore3.WhatdoesQuanjude’sadvertisingmainlyfocuson?A.Itslong-lastingandgoodroastingmethods.B.Sellingfastfood.C.Openingmorestoresinothercountries.D.Makingfoodcheaper.4.Whatbigbenefitdoesadvertisingbringtothesebrands?A.Makingthebrandsforgettheirtraditions.B.Losingcustomers.C.Makingthebrandslesspopular.D.Keepingtraditionsandgettingmorecustomers.PartⅢPracticeMore5.Whichwordbestdescribestheroleofadvertisingforthesebrands?A.Unimportant.B.Bad.C.Vital.D.Useless.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Intoday’sglobalmarket,understandingculturaldifferencesisessentialforsuccessfuladvertising.Differentcultureshaveuniqueperceptionsof colors,symbols,communicationstyles, andfamilystructuresthatcansignificantlyimpacthowamessageisreceived.

Colors

Colorsholddifferentmeaningsinvariouscultures.InWesterncultures,redisoftenassociatedwithpassionandenergy.Itisaboldcolorthatgrabsattention.However,inmanyAsiancultures,redsymbolizesluckandprosperity.Therefore,ifasportsbrandwantstoadvertiseinAsia,usingredinitslogoorpackagingmightattractmorecustomers.Thishighlightstheimportanceofconsideringculturalcontextwhendesigningadvertisements.UnderstandingCulturalDifferencesinAdvertisingPartⅢPracticeMore

Symbols

Animalsalsocarrydifferentmeaningsacrosscultures.IntheUnitedStates,eaglesrepresent freedomandstrength,makingthempopularinadvertising.Yet,inothercultures,eaglesmaynot conveythesamepositivemessage.Advertisersmustresearchculturalassociationstoensuretheirsymbolsresonatewiththetargetaudience.

CommunicationStyles

Communicationstylesvarysignificantlybetweenculturesaswell.IndirectculturesliketheUnitedStates,advertisementsoftenusestraightforwardlanguage.Forinstance,aweight-lossproduct admightstate,“Loseweightfastwithourproduct.”Incontrast,in indirect cultures suchasJapan,adstend tousemoresubtlelanguage.Asimilaradmightsay,“Discoveranewwaytoahealthieryou.”Thisdifferenceemphasizestheneedforcarefulwordinginadvertising.PartⅢPracticeMore

FamilyStructures

Familyconceptsalsodifferamongcultures.InWesternsocieties,thenuclearfamilyisoften highlightedinadvertisements,featuringparentsandchildreninmodernsettings.Acaradmight showafamilygoingonaroadtriptogether.However,inmanyAsianandAfricancultures,theextendedfamilyplaysamoreimportantrole.Anadforafoodproductcoulddepictalarge family gathering,showcasinggrandparents,parents,andchildrenenjoyingamealtogether.

Successfuladvertisingrequiresadeepunderstandingofculturaldifferences.Byconsidering colors,symbols,communicationstyles,andfamilystructures,marketerscancreate