新編劍橋BEC中級件_advertising

1、Contents Module Four 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: choosing the medium of Advert

2、ising Objectives I. Vocabulary Building 3 II. Cultural Reflection Words and Words and expressions expressions related to related to advertisingadvertising the advantages and the advantages and disadvantages of types of disadvantages of types of advertising, consideration advertising, consideration i

3、n choosing mediain choosing media IV. Oral Practice Practice to give tips Practice to give tips and adviceand advice Background information 6 Background information 7 Function amplify the demand marketing brand goodwill preference and loyalty Advertising is an important part of marketing . Very few

4、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 service and favorably incline towards it. A manufacturer can amplify the demand of a product by advertising widely.

5、 It can build the consumers brand preference brand preference and loyaltyloyalty, thus increasing the value of the product. Advertising is helpful to build the brandbrand, increase the value of its goodwill goodwill and win the confidenceconfidence of consumer. To make customers know the product or

6、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 competitors. To gain profits by taking money from the consumers pockets. Background Information (美國廣告協(xié)會美國廣告協(xié)會) Association of National Advertisi

7、ng defines the purpose of advertising as: ACCA Awareness 受眾意識受眾意識 Comprehension 易于理解易于理解 Conviction 令人信服令人信服 Action 敦促行動敦促行動 Billboard advertising outdoor advertising outdoor LED advertisement screen Electronic screen Digital posters Public transportation vehiclesvikl banners旗幟廣旗幟廣 告告 Magazin ecalen

8、dars Brochuresbror or pamphlets pmflit Leaflet (handout) advertising TV commercial Internet advertising 搜索引擎優(yōu)化搜索引擎優(yōu)化 （Search Engine Optimization） notes Notes In1997，Amazon introduced the concept of affiliate affiliate marketing(marketing(聯(lián)屬網(wǎng)絡(luò)營銷聯(lián)屬網(wǎng)絡(luò)營銷) ) ，and then promoted this network marketing mode

9、l 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 goods. There are also various websites promoting these goods. Then, Amazon made a bold and wise decision:“why not change these websit

10、es 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！” That is famous affiliate program of Amazon, which is also called the associate or referrer programs. banners旗幟廣告旗幟廣告 pop-up ads (pop

11、-ups)自動自動 彈出式廣告彈出式廣告 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 brochures samples 郵寄廣告郵寄廣告 報紙上的廣告報紙上的廣告 橫幅廣告橫幅廣告 電視廣告電視廣告 垃圾郵件廣告垃圾郵件廣告 口頭廣告口頭廣告 樣品樣品 小冊子小冊子 Useful Words and Expre

12、ssions have a discussion about the effect of advertising 24 Tasks: 1.What s the product or company? 2.who is the target consumer? 3.How was it advertised? 4.How effective do you think it is? Why/why not? have a discussion about the effect of advertising 25 Tasks: 1.What s the product or company? 2.w

13、ho is the target consumer? 3.How was it advertised? 4.How effective do you think it is? Why/why not? have a discussion about the effect of advertising 26 Tasks: 1.What s the product or company? 2.who is the target consumer? 3.How was it advertised? 4.How effective do you think it is? Why/why not? Zo

14、diac zodk The zodiac is Chinese precious cultural products You can use the following useful expressions : 1. The advertisement is used to promote這廣告是促銷 2. The target customers of the advertisement are 這廣告的目 標(biāo)客戶是. 3.it is obvious that 很顯然 creative ideas 有創(chuàng)意的想法 4.I (dont) think it is effective because

15、.我認(rèn)為這廣告效果很好 （沒有達到很好的效果） 5. paper diaper （紙尿褲） parent-child clothes親子裝 6.roller skating 滑旱冰 roller baby 旱冰寶寶 7. performing their stunts 表演特技 facial expressions面部表情 8. have a strong visual impact有很強的視覺沖擊力/效果 9. leave a deep impression on sb/ impress sb deeply 給某人留下 很深的印象 10. Xx company targets a more

16、upscale market upscale market xx公司目標(biāo)客戶定位在上層市場 （高端市場） 11. marketing strategies 市場營銷策略 12.send the link to my friends easily很容易把鏈接發(fā)給朋友 13. creating links to increase traffic 創(chuàng)造連接提高點擊率 You can use the following useful expressions : 1. zodiac (twelve Chinese zodiac signs)十二生肖 2. Driven by the commercial

17、 interests ,由于商業(yè)利益的驅(qū)使， 3. in order to achieve the good effectiveness of remembering 為了良好的廣告記住效應(yīng)， 4. using the method of repeating advertising slogans 采用重復(fù)喊話的方式 5. wool fabric/woolen knitwear 毛紡織品 knitting wool毛線 6.Have a strong visual and auditory impact 有很強的視聽效果 7. audience ratings (電視、廣播的)視聽率,收視率

18、8. the effectiveness of has been impaired/weakened 消弱了的效果 9. vulgar television advertisement;惡俗電視廣告 10. appear frequently頻頻出現(xiàn)； 11.It is the most interesting ads that Ive ever seen. 這是我看過的最有趣的廣告。 12. It is the most annoying ads that Ive ever seen. 這是我看過的最煩人的廣告。 Three B Principle in advertising indust

19、ry Achieve the AIDMA Achieve the AIDMA effect effect 。 (Attention(Attention、Interest Interest DesireDesire、MemoryMemory、 Action)Action) The advertisement The advertisement should be legalshould be legal， decentdecent，honesthonest， truthful truthful Complete each sentence from their discussions with

20、a word from the box Discussing the advantages and Discussing the advantages and disadvantages of different types of disadvantages of different types of advertising .advertising . 1. Pizza delivery firms often do _ in the local area. Its cheap but lots of people probably throw the leaflet away. 2. _

21、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 just go online if they want to find out whats available. mailshots TV commercials Sample m

22、ailshots TV commercials Sample word of mouth spam brochures word of mouth spam brochures newspaper adverts bannersnewspaper adverts banners mailshots 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 loo

23、king 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 to irritate me but my new anti-virus software seems to block any _ from my inbox. sample mailshots TV commercials word of mouth mailshots TV commercials word

24、 of mouth brochures, Sample newspaper adverts brochures, Sample newspaper adverts banners spambanners spam newspaper adverts banners spam In deciding which media to use ,advertisers must consider these questions： 1. who are your target customers? 2.where is your target market? 3.Does the advertising

25、 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? It obviously doesnt pay for a local, one-unit department store to advertise on national television. Because It cannot benefit pr

26、oportionately 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 newspaper. Newspapers raise their advertising rates when their circulation increases. Similarly, televisio

27、n- advertising rates are based on audience ratings. Magazine advertising rates are also based on total circulation. All these mass media are expensive advertising methods because they reach so many people. Radio advertising often serves local merchants/businessmen effectively-and at costs that more

28、firms can afford. And advertising on public transportation vehicles is also effective , when it can be geared to the advertisers market. Direct mail offers the advantages of being selective in coverage, relatively inexpensive ,and more flexible. Prepare a short presentation on one of the following t

29、opics. Topic A: What is important to remember when deciding what type of advertising to use? Topic B: What is important to remember about your target consumer when planning an advertising campaign? You can use the following expressions to give tips and advice: The first thing is to Its a good idea t

30、o 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 . 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

31、what type of advertising to use: - How much will it cost? - Will it reach your target market? - Is it short-term or long-term promotion? 39 Oral practice Possible points Word Bank 1. Have access to 2. Futile 3. Make an investigation 4. Launch advertisement online Group B: What is important to know a

32、bout your target consumer? - Age and gender - Typical income - What do they read/watch in order to select an appropriate type of advertising? 40 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 membe

33、rs. Then you come to an agreement on which way you will choose to advertise your company products or services. Case study: choose medium to Case study: choose medium to advertiseadvertise Case study: choose medium to advertiseCase study: choose medium to advertise A local company producing clothes f

34、or the elder Requirement 1. name your company any way you like 2. Introduce your company 3. Choose a medium to advertise 4. Why do you choose this kind of medium? Group A: 42 Case study: choose medium to advertiseCase study: choose medium to advertise A multinational company producing cars Requireme

35、nt 1. name your company any way you like 2. Introduce your company 3. Choose a medium to advertise 4. Why do you choose this kind of medium? Group B: 43 Case study: choose medium to advertiseCase study: choose medium to advertise Run a special restaurant in downtown Requirement 1. name your restaura

36、nt any way you like 2. Introduce your restaurant 3. Choose a medium to advertise 4. Why do you choose this kind of medium? Group C: 44 Print media 印刷媒體印刷媒體 outdoor advertising (billboard/poster/mobile billboard /public transportation vehicles)廣告牌廣告牌/ 海報海報/移動廣告牌移動廣告牌/公共交通工具公共交通工具 newspaper & magazine

37、 , calendar Leaflet (handout)/brochure (pamphlet) Broadcast media 廣播媒體廣播媒體 TV & Radio New media website/the Internet (banners旗幟廣告旗幟廣告/pop-up ads (pop-ups)自動彈出式廣告自動彈出式廣告 /interstitial ad)插播廣告插播廣告/ video clip other media Sample, Word of mouth, digital poster, Before we decide which medium to choose to

38、 advertise our products, services, ideas or organizations, we should take the following factors into consideration: 1. the target market 2. the coverage of the medium 3. the cost 4. the budget 4. the analysis of your target customers 1. Please find an advertisement to analyze it and write a report 2

39、. Preview next part 47 48 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 service and favorably incline to

40、wards it. A manufacturer can amplify the demand of a product by advertising widely. It can build the consumers brand preference brand preference and loyaltyloyalty, thus increasing the value of the product. Advertising is helpful to build the brandbrand, increase the value of its goodwill goodwill a

41、nd win the confidenceconfidence of consumer. TV commercial Internet advertising 搜索引擎優(yōu)化搜索引擎優(yōu)化 （Search Engine Optimization） notes You can use the following useful expressions : 1. The advertisement is used to promote這廣告是促銷 2. The target customers of the advertisement are 這廣告的目 標(biāo)客戶是. 3.it is obvious th

42、at 很顯然 creative ideas 有創(chuàng)意的想法 4.I (dont) think it is effective because.我認(rèn)為這廣告效果很好 （沒有達到很好的效果） 5. paper diaper （紙尿褲） parent-child clothes親子裝 6.roller skating 滑旱冰 roller baby 旱冰寶寶 7. performing their stunts 表演特技 facial expressions面部表情 8. have a strong visual impact有很強的視覺沖擊力/效果 9. leave a deep impressio

43、n on sb/ impress sb deeply 給某人留下 很深的印象 10. Xx company targets a more upscale market upscale market xx公司目標(biāo)客戶定位在上層市場 （高端市場） 11. marketing strategies 市場營銷策略 12.send the link to my friends easily很容易把鏈接發(fā)給朋友 13. creating links to increase traffic 創(chuàng)造連接提高點擊率 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 peopl