新编剑桥商务英语Unit_4.ppt

1、Module 4,4.1 Advertising,Types of Advertising,Whats the product or company? Who will most likely be interested in the ad? In what way is it advertised? Whats the purpose of each ad?,Types of Advertising,From the perspective of their purpose: Non-commercial ads (public service ads) Commercial ads Fro

2、m the perspective of their approaches: Billboard ads/ paper ads/ radio/ internet ads/ public LED screen/ booth/ parade/ movable exhibit vehicle etc.,Vocabulary: Types of advertising,word of mouth mailshots TV commercials spam banners newspaper adverts brochures sample,1. Pizza delivery firms often d

3、o _ 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. 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

4、just go online if they want to find out whats available. 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.

5、8. It used to irritate me but my new anti-virus software seems to block any _ from my inbox.,TV commercials,word of mouth,brochures,sample,newspaper adverts,banners,spam,mailshots,Work in pairs. Think of one more advantage or disadvantage for each type of advertising in exercise 2. Think about issue

6、s such as:,cost location number of people who see it how long they see it for,Think about it What makes a good ad?,ACCA: Awareness Comprehension Conviction Action -Association of National Advertising 美国广告协会,AIDMA: Attention Interest Desire Memory Action - By E.S. Lewis,Listening: Advertising on the

7、web,1. Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention?,- have competitions or give something for free,- use search engines to put your name at the top of the listings,

8、- get links on other sites,- through a site review,- get free advertising,- have a memorable domain name,- email campaigns (spam),- send out a monthly newsletter,- keep a file of your visitors,2. Listen again and choose the best ending A, B or C for each sentence 1 5.,1. The speaker compares throwin

9、g adverts into the air to _. A. Internet advertising. B. wasting money on advertising. C. advertising with leaflets. 2. His first piece of advice is to _. A. make sure people find you on the search engine. B. make sure people visit the search engine. C. set up a search engine. 3. Spend plenty of tim

10、e on _. A. promoting others on your site. B. creating links to increase traffic. C. recommending your product on other sites. 4. The speaker _. A. thinks email can be effective. B. is doubtful about using email. C. never sends marketing emails. 5. Its a good idea to _. A. give free samples away at t

11、he beginning. B. make the website free to visit. C. offer something free to encourage people to return.,Listening script,Speaker: Imagine you have a new product or a new service and you want the world to know about it. One way would be to write the advertisement onto ten or a hundred or a thousand p

12、ieces of paper and drop them from the sky over your town or city. Someone on the ground might pick one up and read it. Maybe two or three people. On the other hand the wind might blow them away. Now imagine doing the same thing but this time throwing them into the air with adverts for every other pr

13、oduct or service in the world. You probably wouldnt do it, would you? Well, unfortunately, that;s what its like to advertise on the Internet. Trying to make your product, service or website known to the rest of the Internet community can be very, very frustrating. Not only making it known, but getti

14、ng visitors to actually visit the site can seem impossible. But there are ways to overcome the impossible when advertising on the Internet, as long as you follow three rules. So, rule number one, the first thing is to remember that people use search engines. So whenever someone types in a keyword li

15、nked to your business, your site needs to appear in the top 50 or so listings in all of the major search engines. Any lower and no one will ever find you.,My second rule is that its a good idea to spend some useful time and effort on getting your links on other sites. This is an excellent, though ve

16、ry time-consuming way to increase visitors. You can do this by sharing links with other companies, so they have a link on your site and you put one on theirs. Or perhaps through a site review which recommends your products. Also remember that the more links you have elsewhere, the more likely people

17、 are to find you through a search engine. My third tip is never to pay for advertising on the web. I think that unless you have a very good reason, its a waste of money. With so many ways to get free advertising, Ive found very little reason to pay for things like banners to promote my site. So thos

18、e are my three starting points for anyone thinking of web advertising. Before we finish dont forget that a memorable domain name that people can easily type will help. Email campaigns can work and are an easy way to get traffic to the site though it doesnt last long. What might be better is to have

19、a monthly newsletter, which people sign up for. Ive found this to be very effective and more positive than sending spam. Then there are contests with prizes or anything free maybe some software or cool graphics.,Listening script,Once youve got people visiting the site, keep statistics on how many pe

20、ople visit per day and how often people return to the site. In other words, find out who they are. How old they are. Where they come from. What they like doing in their free time. You can get this kind of information by asking them to subscribe to your newsletter for example,Speaking: A short presen

21、tation,Work in pairs. Each of you has one minute to prepare a short presentation on one of the following topics. You can use the following expressions to give tips and advice:,Topic A: What is important to remember when deciding what type of advertising to use?,Topic B: What is important to remember

22、 about your target consumer when planning an advertising campaign?,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 finish dont forget What might be better is to,Possible points,Student A: When deciding what type of advertising to us

23、e: - How much will it cost? - Will it reach your target market? - Is it short-term or long-term promotion? Student B: What is important to know about your target consumer? - Age and gender - Typical income - What do they read/watch in order to select an appropriate type of advertising?,Student A,Whe

24、n deciding which type of advertising to use, the first thing is to consider the cost. The company should decide the type of advertising according to the budget. If its so expensive that the company cannot afford it, it will cause unnecessary burden to the company.,In addition to cost, also remember

25、that it should reach vast number of target customers. For example, if the product aims at senior citizens, it should not choose the Internet because many senior citizens do not surf the Internet at all. In this case, what might be better is to choose radio or newspapers.,Besides, its a good idea to

26、consider whether its a short-term or long-term promotion. If the type of advertisement can provide you with long-term promotion of a product or service that can reach immense audience, it can still be cost-effective because it can reach vast number of people at a time at a considerable low price.,Wh

27、en planning advertising campaign, the first thing to consider is the age and gender of the target customer. Only when you know the age and gender of the target customer can you know their likes and dislikes, and the media they often have access to. Its also a good idea to consider the typical income

28、 of the target customers. Their typical income can tell you the type of products or services they may enjoy. Your advertising campaign will be futile if you are aiming at people with the wrong income group. In addition, dont forget to make an investigation into what they read in order to select an a

29、ppropriate type of advertising. If the target customer doesnt log on the Internet at all, launching your advertisement online will lead to nothing. Similarly, if target customers dont have the habit of reading newspaper, having your advertisement printed on newspapers will surely be a waste of money

30、.,Student B,Reading: Advertising standards,1. Do you know who controls advertising in your country ? Read about ASA.,The Advertising Standard Authority (ASA) works to keep adverting legal, decent, honest and truthful. The ASA resolves thousands of complaints each year. It judges advertisements, dire

31、ct marketing and sales promotions against a set of codes and its rulings are made independently of both government and the advertising industry. .uk,CAA:CHINA ADVERTISING ASSOCIATION 中国广告协会 ,2. Here are three cases the ASA has successfully dealt with. Read each case study and afterw

32、ards discuss the following:,1) Is the type of advertising mentioned common in your country? 2) Do your think the advertisers were completely wrong in each case study? 3) Have you had any similar experiences with advertising?,Case study 1: Mrs. Q bought a copy of the teenage girls magazine, Shout, fo

33、r her twelve-year-old daughter. However, her daughter responded to an advertisement for ringtones offering 2 Tones 75p Each in large red figures. Further down the page, in the small print, were details of the standard costs for tones, graphics and animations which amounted to 4.50. The daughter only

34、 saw 75p Each in bold and didnt realize the offer was a subscription service. She began receiving lots of ringtones and paying 1.50 each time. Mrs. Q was astonished and angry that a magazine aimed at children could contain such an advertisement. The ASA launched a formal investigation,Case Study 2:

35、Almost 300 people contacted the ASA to complain about a TV commercial for the soft drink Fanta Z. The advert showed people drinking the companys product Fanta Light and then spitting it out. The idea was that some people didnt like Fanta Light but they would like the new drink Fanta Z. The majority

36、of the people who complained said the advert would cause bad behavior in children. The company said their target audience was sixteen- to 24- year-olds and not younger children. However, the ASA was concerned that young children would see the advert as fun and encourage them to spit. For this reason

37、, it was agreed that the advert could only be shown after nine oclock in the evening.,Case Study 3: Normally MS A only buys organic or natural yoghurt but she decided to buy Danones new range of Shape yoghurts when she saw the advertisement saying that Shape is simply a virtually fat-free yogurt pac

38、ked with real fruit. And because there are no artificial sweeteners, when Ms A got the yogurt home, she saw eleven additives on the ingredients list. She contacted the ASA via its online complaints form. Eight other people also complained about the claim that the product had nothing added to the fru

39、it,3. Look at the comments below about the three case studies form the ASA. Which case does each comment refer to?,1) The company could argue that all the information was provided. 2) The customers neednt have bought it, if they didnt like the ingredients that were included. 3) She should have read

40、the packaging more carefully. 4) The company must have known that children would copy the images. 5) People should always check the terms and conditions. 6) In this case, the company couldnt show the advert during the day. 7) The rules say advertisers mustnt take advantage of younger readers.,Gramma

41、r: Modals,1. Look back at the seven comments in the last exercise. Underline the modal verb in each sentence and write it in this summary.,Possibility: can, _ Obligation: must, _, have to Advice: _ Criticism: _, ought to Deduction: _, cant be, cant / couldnt have been Lack of obligation: didnt have

42、to, _, didnt need to No possibility: cant, _,could,neednt,should,must,should,couldnt,mustnt,2. Underline the correct verb in these sentences.,1) Many viewers think the ASA should / can stop advertisers increasing the volume on TV commercials because it really annoys them 2) A: Sorry, I forgot to bri

43、ng you the information you asked for. B: Thats OK. You didnt need to / neednt have. I found it on the Internet. 3) They dont have to / mustnt use the same trademark as us. If they do, well sue. 4) Their lawyers should/ must have told them not to take it to court because we never heard from them agai

44、n. 5) He couldnt get / couldnt have got through when he tried to call. 6) She didnt need to complain / neednt have complained because eight other people also did. 7) Consumers dont have to / mustnt buy the product. After all, nobody forces them! 8) They shouldnt / couldnt have tried to defend the ca

45、se. It was obvious theyd lose.,4.2 Delegating,Delegating,Listening,A bad delegator,A report,Reading,How to delegate,Speaking,Writing,New managers often find it difficult to delegate the tasks they used to do. But getting others to do what you did so well is a key to good management.,A. Tailor work t

46、o the individual B. Be positive C. Give incentives D. Define the expectations and objectives E. Delegate complete tasks F. Let go G. Avoid misunderstanding,Reading: How to delegate,Read tips 1 7 below on how to delegate. Write in the missing headings A G.,1 It should be challenging and make use of t

47、heir specific skills-skills that you may not have. 2 This is much more satisfying for the person delegated to than bits and pieces. If people feel they have ownership of a whole manageable project, they will usually rise to the challenge. 3 Dont start by saying “I know youre really busy and dont hav

48、e time for this, but” Explain why the job is important and why you have chosen them. Also explain what the rewards are possibly financial or psychological.,How to delegate,A. Tailor work to the individual.,E. Delegate complete tasks.,C. Give incentives,4. Specify what results are needed, the deadlin

49、e, and how often the employee should update you. 5. After you have briefed the person, ask them to explain back to you what theyre going to do to ensure the instructions are clear. 6. Dont check up on them. Make yourself available to answer questions but allow them space to work on their own. 7. Giv

50、e lots of praise, helpful feedback and constructive criticism. It boosts confidence and saves time next time.,D. Define the expectations and objectives.,G. Avoid misunderstanding.,F. Let go.,B. Be positive.,Listening: A bad delegator,The manager clearly doesnt follow: 1 3 5 6 7,1. Listen to a manage

51、r talking to a member of his department . Which of tips 1-7 for delegating doesnt he follow?,“ I dont want to give you anything too difficult.”,“ I know youre busy too but”,He doesnt ask the employee to explain the instructions back to him.,“If you have any questions err, ask Mary. ”,He doesnt give

52、any praise for the work the employee did on the schedules last time.,Listening script,Manager: Hi, Harry. Sorry to bother you but Im so busy. Could you help me? I know youre busy too but I have a meeting with the managing director tomorrow and I dont have time to do the schedules for next week. I kn

53、ow you did them last time I was off sick so thought you could do them again. I dont want to give you anything too difficult, do I? So if I give you this Sorry, I havent had time to sort through it but youll work it out. OK, great. Sorry, must go. If you have any questions err, ask Mary. I think she

54、did the schedules last time I was on holiday so she can help too. Fine. Bye.,Homework,Read the listening script 4.2. Rewrite it so that the manager follows all the tips (can be in random) in exercise 2 and use some of the expressions from exercise 4.,Speaking: Delegating,Buy some coffee from the sho

55、p across the street Organize all the filing in your office Attend a trade fair for you this weekend Tell another member of staff not to sent personal emails in company time Prepare a report on the effectiveness of the companys website.,Work in pairs. Take turns to delegate the following jobs to each

56、 other. Remember to follow all the tips mentioned above and use some of the following expressions.,Some expressions you can use to delegate,A. Ive asked you because B. Let me know how its going once a week, please C. Ill need a report on this with your findings and your recommendations. D. So, lets

57、go through this one more time to check if its clear E. Youve done a great job on this! F. Ive got a job here that will really interest you G. Id like you to be in charge of all of it. H. Feel free to call me if you have any questions. I. Can you give this priority because they need it as soon as possible. J.