1、新编剑桥商务英语（中级）（版）新编剑桥商务英语（中级）（版）MODULE4MODULE4AdvertisingAdvertising授课教师：林郦授课教师：林郦Contents Module Four4.1 Business topic:Advertising 4.2 Business skills:Delegating4.3 Exam spotlight:Reading Test:Part FourBusiness Topic4.1 Vocabulary:Types of advertising4.1 Case study:the effect of Advertising4.1 Speak
2、ing:Oral presentation4.1 Case study:choosing the medium of AdvertisingObjectivesI.Vocabulary Building4II.Cultural ReflectionWords and Words and expressions expressions related to related to advertisingadvertisingthe advantages and the advantages and disadvantages of types of disadvantages of types o
3、f advertising,consideration advertising,consideration in choosing mediain choosing mediaIV.Oral PracticePractice to give tips Practice to give tips and adviceand advice Background information 7 Background information 8Function amplify the demandmarketingbrandgoodwillpreference and loyaltyAdvertising
4、 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 towards it.A manufacturer can amplify the de
5、mand 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 and win the confidenceconfidence of consumer.To
6、make customers know the product or 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 (美国广告协会美国广告协会)Asso
7、ciation of National Advertisingdefines the purpose of advertising as:ACCA Awareness受众意识受众意识 Comprehension易于理解易于理解 Conviction 令人信服令人信服Action 敦促行动敦促行动Billboard advertisingoutdoor advertisingoutdoor LED advertisement screenElectronic screenDigital postersPublic transportation vehiclesvikl banners旗帜广旗帜广
8、告告MagazinecalendarsBrochuresbror or pamphletspmflit Leaflet(handout)advertising TV commercialInternet advertising搜索引擎优化搜索引擎优化（Search Engine Optimization）notesNotes In1997，Amazon introduced the concept of affiliate affiliate marketing(marketing(联属网络营销联属网络营销)，and then promoted this network marketing m
9、odel 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 websites in
10、to 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旗帜广告旗帜广告pop-up ads(pop-ups)自动自动弹出式
11、广告弹出式广告spamBlogs or Micro blogsmicro letter Word of mouth Mailshot:a letter advertising something Word of mouthmail shotsTV commercialsspambannersnewspaper advertsbrochuressamples邮寄广告邮寄广告报纸上的广告报纸上的广告横幅广告横幅广告电视广告电视广告垃圾邮件广告垃圾邮件广告口头广告口头广告样品样品小册子小册子Useful Words and Expressions have a discussion about th
12、e effect of advertising 25Tasks:What s the product or company?who is the target consumer?How was it advertised?How effective do you think it is?Why/why not?have a discussion about the effect of advertising 26Tasks:What s the product or company?who is the target consumer?How was it advertised?How eff
13、ective do you think it is?Why/why not?have a discussion about the effect of advertising 27Tasks:What s the product or company?who is the target consumer?How was it advertised?How effective do you think it is?Why/why not?Zodiac zodk The zodiac is Chinese precious cultural productsYou can use the foll
14、owing useful expressions:1.The advertisement is used to promote这广告是促销2.The target customers of the advertisement are 这广告的目标客户是.3.it is obvious that 很显然 creative ideas 有创意的想法4.I(dont)think it is effective because.我认为这广告效果很好（没有达到很好的效果）5.paper diaper（纸尿裤）parent-child clothes亲子装6.roller skating 滑旱冰 roll
15、er baby 旱冰宝宝7.performing their stunts 表演特技 facial expressions面部表情8.have a strong visual impact有很强的视觉冲击力/效果9.leave a deep impression on sb/impress sb deeply 给某人留下很深的印象10.Xx company targets a more upscale market upscale market xx公司目标客户定位在上层市场（高端市场）11.marketing strategies 市场营销策略 12.send the link to my
16、friends easily很容易把链接发给朋友13.creating links to increase traffic 创造连接提高点击率You can use the following useful expressions:1.zodiac (twelve Chinese zodiac signs)十二生肖 2.Driven by the commercial interests,由于商业利益的驱使，3.in order to achieve the good effectiveness of remembering 为了良好的广告记住效应，4.using the method of
17、repeating advertising slogans 采用重复喊话的方式5.wool fabric/woolen knitwear 毛纺织品 knitting wool毛线6.Have a strong visual and auditory impact 有很强的视听效果7.audience ratings(电视、广播的)视听率,收视率8.the effectiveness of has been impaired/weakened 消弱了的效果9.vulgar television advertisement;恶俗电视广告10.appear frequently频频出现；11.It
18、is the most interesting ads that Ive ever seen.这是我看过的最有趣的广告。12.It is the most annoying ads that Ive ever seen.这是我看过的最烦人的广告。Three B Principle in advertising industry Achieve the AIDMA Achieve the AIDMA effect effect。(Attention(Attention、Interest Interest DesireDesire、MemoryMemory、Action)Action)The ad
19、vertisement The advertisement should be legalshould be legal，decentdecent，honesthonest，truthful truthful Complete each sentence from their discussions with a word from the boxDiscussing the advantages and Discussing the advantages and disadvantages of different types of disadvantages of different ty
20、pes 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._ 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 ef
21、fective.4.People use _ less and less because they can just go online if they want to find out whats available.mailshots TV commercials Sample mailshots TV commercials Sample word of mouth spam brochures word of mouth spam brochuresnewspaper adverts bannersnewspaper adverts bannersmailshotsTV commerc
22、ialsword of mouthbrochures 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.8.It used to irritate me but my new an
23、ti-virus software seems to block any _ from my inbox.samplemailshots TV commercials word of mouth mailshots TV commercials word of mouth brochures,Sample newspaper adverts brochures,Sample newspaper adverts banners spambanners spamnewspaper advertsbannersspam In deciding which media to use,advertise
24、rs must consider these questions：1.who are your target customers?2.where is your target market?3.Does the advertising 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 does
25、nt pay for a local,one-unit department store to advertise on national television.Because It cannot benefit proportionately 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
26、 newspaper.Newspapers raise their advertising rates when their circulation increases.Similarly,television-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 p
27、eople.Radio advertising often serves local merchants/businessmen effectively-and at costs that more 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,re
28、latively inexpensive,and more flexible.Prepare a short presentation on one of the following topics.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 th
29、e following expressions to give tips and advice: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.Oral practice Possible points Word Bank1.Reach vast number of target customers2.Reach immens
30、e audience3.Cost effective4.At a considerable low priceGroup A:When deciding 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?40Oral practicePossible points Word BankHave access toFutileMake an investigationLaunch adver
31、tisement onlineGroup 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?41 You are required to advertise your company products or services by using one of the ways we have talked about.
32、Give your tips or advice to your group members.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 advertiseadvertiseCase study:choose medium to advertiseCase study:choose medium to advertis
33、eA local company producing clothes for the elder Requirementname your company any way you likeIntroduce your companyChoose a medium to advertise Why do you choose this kind of medium?Group A:43Case study:choose medium to advertiseCase study:choose medium to advertiseA multinational company producing
34、 cars Requirementname your company any way you likeIntroduce your companyChoose a medium to advertise Why do you choose this kind of medium?Group B:44Case study:choose medium to advertiseCase study:choose medium to advertiseRun a special restaurant in downtown Requirementname your restaurant any way
35、 you likeIntroduce your restaurantChoose a medium to advertise Why do you choose this kind of medium?Group C:45Print media 印刷媒体印刷媒体outdoor advertising (billboard/poster/mobile billboard/public transportation vehicles)广告牌广告牌/海报海报/移动广告牌移动广告牌/公共交通工具公共交通工具newspaper&magazine,calendarLeaflet(handout)/broc
36、hure(pamphlet)Broadcast media 广播媒体广播媒体TV&RadioNew mediawebsite/the Internet (banners旗帜广告旗帜广告/pop-up ads(pop-ups)自动弹出式广告自动弹出式广告/interstitial ad)插播广告插播广告/video clipother mediaSample,Word of mouth,digital poster,Before we decide which medium to choose to 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 Please find an advertisement to analyze it and write a report2.Preview next part48 49
