1、Module 4AVocabularyBListeningDReadingCSpeakingAdvertising on the webAdvertising standardsTypes of advertisingA short presentation4.1 AdvertisingVocabulary:Types of advertisingmailshotsTV commercialsword of mouthbrochures,Samplenewspaper advertsbannersspam1.Pizza delivery firms often do mailshots in
2、the local area.Its cheap but lots of people probably throw the leaflet away.2.TV commercialsreach millions of people but they are so expensive.3.I tend to listen to my friends recommendations more than anything else so word of mouthis probably the most effective.4.People use brochures less and less
3、because they can just go online if they want to find out whats available.5.Its great when you get a freesampl_e because you can really see what its like.6.I suppose its good if youre looking for a job locally and _newspaper advertsare relatively cheap.7.Im not sure about _banners.When I visit a webs
4、ite,I dont think I evennotice them.8.It used to irritate me but my new anti-virus software seems to block any spamfrom my inbox.Work in pairs.Think of one more advantage or disadvantage for each type of advertising in exercise 1.Think about issues such as:1)Cost2)Location3)Number of people who see i
5、t4)How long they see it forTypes of advertisingTypes of advertisingAdvantagesDisadvantagesMailshotsTV CommercialsWord of MouthBrochuresSampleNewspaper AdvertsBannersSpamTypes of advertisingTypes of advertisingAdvantagesDisadvantagesMailshotsquick to delivernot seen for longTV Commercialsmemorable an
6、d can befunpeople remember the advertbut not the productWord of Mouthyou trust this form mostpeople can also spread bad newsBrochuresgive you more time tostudy informationexpensive to produce and sendout to your target marketSamplepeople can test before buyingexpensiveNewspaper Advertsread by manyre
7、ad quickly or ignoredBannersyou can target a market by choice of websitethey disappear quicklySpamvery cheap to produce and deliverpeople delete them before readingListening:Advertising on the web1.Listen to someone who runs a web-business giving a presentation to a group of marketing managers on ho
8、w to successfully advertise on the Internet.Which techniques does he mention?-use search engines to put your name at the top of the listings-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-have compe
9、titions or give something for free2.Listen again and choose the best ending A,B or C for each sentence 1 5.1.The speaker compares throwing 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 fi
10、nd you on the search engine.B.make sure people visit the search engine.C.set up a search engine.3.Spend plenty of time on.A.promoting others on your site.B.creating links to increase traffic.C.recommending your product on other sites.4.The speaker.B.is doubtful about using email.A.thinks email can b
11、e effective.C.never sends marketing emails.5.Its a good idea to.A.give free samples away at the beginning.B.make the website free to visit.C.offer something free to encourage people to return.Listening scriptSpeaker:Imagine you have a new product or a new service and you want the world to know about
12、 it.One way would be to write the advertisement onto ten or a hundred or a thousand pieces 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 sa
13、me thing but this time throwing them into the air with adverts for every other product 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 co
14、mmunity can be very,very frustrating.Not only making it known,but getting 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 pe
15、ople use search engines.So whenever someone types in a keyword linked 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 gett
16、ing your links on other sites.This is an excellent,though very 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 t
17、he more links you have elsewhere,the more likely people are to find you through a search engine.So those are my three starting points for anyone thinking of web advertising.Before we finish dont forget that a memorable domain name that people caneasily type will help.Email campaigns can work and are
18、 an easy way to gettraffic to the site though it doesnt last long.What might be better is to have 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 gra
19、phics.Once youve got people visiting the site,keep statistics on how many people 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 to their free time.You can get this kind of information by asking the
20、m to subscribe to your newsletter for exampleSpeaking:A short presentationWork 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 typ
21、e of advertising to use?Topic B:What is important to remember about your target consumer when planning an advertising campaign?The first thing is toIts a good idea toYou can do this byAlso remember thatMy third tip is(never)toBefore we finish dont forget What might be better is toPossible pointsStud
22、ent A:When deciding what type pf advertising to use:-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 appropriat
23、e type of advertising?Reading:Advertising standards1.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,direct
24、marketing and sales promotions against a set of codes and its rulings are made independently of both government and the advertising industry.http:/www.asa.org.uk2.Here are three cases the ASA has successfully dealt with.Read each case study and afterwards discuss the following:1)Is the type of adver
25、tisingmentioned 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 theteenage girls magazine,Shout,for her twelve-year-old daughter.However,her daughter responded
26、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 saw 75p Each in bold and didntrealize the offer was a subscription s
27、ervice.She began receiving lots of ringtones and paying1.50 each time.Mrs.Q was astonished and angry that a magazine aimed at children could contain such an advertisement.The ASA launched a formal investigationCase Study 2:Almost 300 people contacted the ASA to complain about a TV commercial for the
28、 soft drink Fanta Z.The advert showed people drinking the companys product Fanta Light and then spitting it out.The idea wasthat some people didnt like Fanta Light but they would like the new drink Fanta Z.The majority of the people who complained said the advert would cause bad behavior in children
29、.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,it was agreed that the advert could only be shown after nine oclock in the evening.Cas
30、e 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 packed with real fruit.And because there are no artificial sweeteners,when Ms A got the yogur
31、t 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 fruit3.Look at the comments below about the three case studies form the ASA.Which case does each c
32、omment 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 the packaging more carefully.4)The company must have known that children would copy the images.5)People s
33、hould 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 youngerreaders.Grammar:Modals1.Look back at the seven comments in the last exercise.Underline the modal verb in each sentence and write i
34、t in this summary.Possibility:can,could Obligation:must,neednt,have to Advice:shouldCriticism:must,ought toDeduction:should,cant be,cant/couldnt have been Lack of obligation:didnt have to,couldnt,didnt need to No possibility:cant,mustnt2.Underline the correct verb in these sentences.1)Many viewers t
35、hink the ASA should/can stop advertisers increasing the volume on TV commercials because it really annoys them2)A:Sorry,I forgot to bring 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 t
36、hey do,well sue.4)Their lawyers should/must have told them not to take it to court because we never heard from them again.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/m
37、ustnt buy the product.After all,nobodyforces them!8)They shouldnt/couldnt have tried to defend the case.It was obvious theyd lose.4.2 DelegatingDelegatingA bad delegatorA reportListeningReadingHow to delegateWritingSpeakingNew managers often find it difficult to delegate the tasks they used to do.Bu
38、t getting others to do what you did so well is a key to good management.A.Tailor work to the individualB.Be positiveC.Give incentivesD.Define the expectations and objectivesE.Delegate complete tasksF.Let goG.Avoid misunderstandingReading:How to delegateRead tips 1 7 below on how to delegate.Write in
39、 the missing headings A G.1It should be challenging and make use of their specific skills-skills that you may not have.2This 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 challen
40、ge.3Dont start by saying“I know youre really busy and dont have time for this,but”Explain why the job is important and why you have chosen them.Also explainwhat the rewards are possibly financial or psychological.4Specify what results are needed,the deadline,and how often the employee should update
41、you.How to delegate 5After 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.7Give lots of praise,helpful feedback and
42、constructive criticism.It boosts confidence and saves time next time.Listening:A bad delegator1.Listen to a manager talking to a member of his department.Which of tips 1-7 for delegating doesnt he follow?The manager clearly doesnt follow:1.The manager says,“I dont want to give you anything too diffi
43、cult.”so it isnt challenging.3.He starts by saying,“I know youre really busy but”5.He doesnt ask the employee to explain the instructionsback to him.6.He wont be available to answer questions.7.He doesnt give any praise for the work the employee did on the schedules last time.Listening scriptManager
44、: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 know you did them last time I was off sick so thought you could do them again.I dont want to give you
45、 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 did the schedules last time I was on holiday so she can help too.Fine.Bye.Speaking:DelegatingWork in pairs.Tak
46、e turns to delegate the following jobs to each other.Remember to follow all the tips mentioned above and use some of the following expressions.Buy some coffee from the shop across the street Organize all the filing in your office Attend a trade fair for you this weekend Tell another member of staff
47、not tosent personal emails in company time Prepare a report on the effectiveness of the companys website.Some expressions you can use to delegateA.Ive asked you becauseB.Let me know how its going once a week,pleaseC.Ill need a report on this with your findings and your recommendations.D.So,lets go t
48、hrough this one more time to check if its clearE.Youve done a great job on this!F.Ive got a job here that will really interest youG.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.The de
49、adline for this is next Thursday.Writing:A report0.001500.001000.00500.002000.002500.003000.00MarAprMay三维柱形三维柱形图图1ran competition very popularrlaunched newsletter fo subscribers230027001.Read the information and the task below:You work in the marketing department of your company and your line manage
50、r has delegated to you the task of preparing a short report.You must report on the number of people visiting the company website in the last three months and propose a marketing strategy for the next three months.You have already made some handwritten notes on the information below.2950Spending on I
