新編劍橋BEC中級件第1頁/共50頁Contents

ModuleFour4.1Businesstopic:Advertising4.2Businessskills:Delegating4.3Examspotlight:ReadingTest:PartFour第2頁/共50頁BusinessTopic4.1Vocabulary:Typesofadvertising4.1Casestudy:theeffectofAdvertising4.1Speaking:Oralpresentation4.1Casestudy:choosingthemediumofAdvertising第3頁/共50頁ObjectivesI.VocabularyBuilding4II.CulturalReflectionWordsandexpressionsrelatedtoadvertisingtheadvantagesanddisadvantagesoftypesofadvertising,considerationinchoosingmediaIV.OralPracticePracticetogivetipsandadvice第4頁/共50頁第5頁/共50頁第6頁/共50頁BackgroundinformationCommercialAdvertising{商業(yè)廣告}

isalsoknownasprofit-makingcommercialadvertisingorfinancialadvertising,intermsofprofitsfortheprimarypurposeofadvertising7第7頁/共50頁Backgroundinformationnon-commercialadvertisingisforpublicinterests.8第8頁/共50頁Whatisthefunctionofadvertising?Functionamplifythedemandmarketingbrandgoodwillpreferenceandloyalty第9頁/共50頁Advertisingisanimportantpartofmarketing.Veryfewcompaniesareabletosellaproductwithoutadvertising.Itispossiblebutveryunlikely.Advertisingisanimportantmeansforbusiness.Itaimstomakepeopleawareofaproductorserviceandfavorablyinclinetowardsit.Amanufacturercanamplifythedemandofaproductbyadvertisingwidely.Itcanbuildtheconsumer’sbrandpreferenceandloyalty,thusincreasingthevalueoftheproduct.Advertisingishelpfultobuildthebrand,increasethevalueofitsgoodwillandwintheconfidenceofconsumer.Whatisthefunctionofadvertising?第10頁/共50頁Whatarethepurposesofadvertising?Tomakecustomersknowtheproductortheserviceandthenbecomeinterestedinit.Tobuildandmaintainagoodcorporateimage,includingitsbrandandcorporateculture.

Tofightagainstthecompetitors.

Togainprofitsbytakingmoneyfromtheconsumers’pockets.第11頁/共50頁

BackgroundInformation

(美國廣告協(xié)會)AssociationofNationalAdvertisingdefinesthepurposeofadvertisingas:ACCAAwareness受眾意識

Comprehension易于理解

Conviction令人信服Action敦促行動第12頁/共50頁varioustypesofadvertisingBillboardadvertisingoutdooradvertisingoutdoorLEDadvertisementscreen第13頁/共50頁ElectronicscreenDigitalposters第14頁/共50頁Publictransportationvehicles['vi?kl]

banners旗幟廣告第15頁/共50頁Printmedia印刷媒體MagazinecalendarsBrochures[bro'??r]orpamphlets['p?mflit]

第16頁/共50頁Leaflet(handout)advertising第17頁/共50頁

Broadcastmedia廣播媒體TVcommercial

第18頁/共50頁Internetadvertising

搜索引擎優(yōu)化（SearchEngineOptimization）notes第19頁/共50頁NotesIn1997，Amazon

introducedtheconceptofaffiliatemarketing(聯(lián)屬網(wǎng)絡(luò)營銷)

，andthenpromotedthisnetworkmarketingmodelinalargescale.Atthattime,Amazondidn’tenjoyahighreputation,

whichwasonlysellingbooksthroughthenet.

Itisobviousthatbookscancoveravarietyofgoods.Therearealsovariouswebsitespromotingthesegoods.Then,Amazonmadeaboldandwisedecision:“whynotchangethesewebsitesintoourpartners?

Whentheusersofthesewebsitesbuyourbooksthroughlinks,wewillpayapartofcommissiontothesewebsiteswithoutapennyofadvertising！”ThatisfamousaffiliateprogramofAmazon,whichisalsocalledtheassociateorreferrerprograms.第20頁/共50頁banners旗幟廣告pop-upads(pop-ups)自動彈出式廣告

第21頁/共50頁spamBlogsorMicroblogsmicroletter第22頁/共50頁WordofmouthMailshot:aletteradvertisingsomething

第23頁/共50頁WordofmouthmailshotsTVcommercialsspambannersnewspaperadvertsbrochuressamples郵寄廣告報紙上的廣告橫幅廣告電視廣告垃圾郵件廣告口頭廣告樣品小冊子UsefulWordsandExpressions第24頁/共50頁haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement25Tasks:What‘stheproductorcompany?whoisthetargetconsumer?Howwasitadvertised?Howeffectivedoyouthinkitis?Why/whynot?第25頁/共50頁haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement26Tasks:What‘stheproductorcompany?whoisthetargetconsumer?Howwasitadvertised?Howeffectivedoyouthinkitis?Why/whynot?第26頁/共50頁haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement27Tasks:What‘stheproductorcompany?whoisthetargetconsumer?Howwasitadvertised?Howeffectivedoyouthinkitis?Why/whynot?Zodiac['zod?'?k]ThezodiacisChinesepreciousculturalproducts第27頁/共50頁Youcanusethefollowingusefulexpressions:1.Theadvertisementisusedtopromote…這廣告是促銷…2.Thetargetcustomersoftheadvertisementare…這廣告的目標(biāo)客戶是….3.itisobviousthat…很顯然…creativeideas有創(chuàng)意的想法4.I(don’t)thinkitiseffectivebecause….我認為這廣告效果很好（沒有達到很好的效果）5.paperdiaper（紙尿褲）parent-childclothes親子裝6.rollerskating滑旱冰rollerbaby旱冰寶寶7.performingtheirstunts表演特技facialexpressions面部表情8.haveastrongvisualimpact有很強的視覺沖擊力/效果9.leaveadeepimpressiononsb/impresssbdeeply給某人留下很深的印象10.Xxcompanytargetsamoreupscalemarketxx公司目標(biāo)客戶定位在上層市場（高端市場）11.marketingstrategies市場營銷策略12.sendthelinktomyfriendseasily很容易把鏈接發(fā)給朋友13.creatinglinkstoincreasetraffic創(chuàng)造連接提高點擊率第28頁/共50頁Youcanusethefollowingusefulexpressions:1.

zodiac(twelveChinesezodiacsigns)十二生肖2.Drivenbythecommercialinterests,由于商業(yè)利益的驅(qū)使，3.inordertoachievethegoodeffectivenessofremembering為了良好的廣告記住效應(yīng)，4.usingthemethodofrepeatingadvertisingslogans采用重復(fù)喊話的方式5.woolfabric/woolenknitwear毛紡織品knittingwool毛線6.Haveastrongvisualandauditoryimpact有很強的視聽效果7.audienceratings(電視、廣播的)視聽率,收視率8.theeffectivenessof…h(huán)asbeenimpaired/weakened消弱了…的效果9.vulgartelevisionadvertisement;惡俗電視廣告10.appearfrequently頻頻出現(xiàn)；11.ItisthemostinterestingadsthatI’veeverseen.這是我看過的最有趣的廣告。12.ItisthemostannoyingadsthatI’veeverseen.這是我看過的最煩人的廣告。第29頁/共50頁ThreeBPrincipleinadvertisingindustryAchievetheAIDMAeffect。(Attention、InterestDesire、Memory、Action)Theadvertisementshouldbelegal，decent，honest，truthful第30頁/共50頁CompleteeachsentencefromtheirdiscussionswithawordfromtheboxDiscussingtheadvantagesanddisadvantagesofdifferenttypesofadvertising.

第31頁/共50頁1.Pizzadeliveryfirmsoftendo_________inthelocalarea.It’scheapbutlotsofpeopleprobablythrowtheleafletaway.2._______________reachmillionsofpeoplebuttheyaresoexpensive.3.Itendtolistentomyfriends’recommendationsmorethananythingelseso________________isprobablythemosteffective.4.Peopleuse_________lessandlessbecausetheycanjustgoonlineiftheywanttofindoutwhat’savailable.mailshotsTVcommercialsSample

wordofmouthspambrochures

newspaperadvertsbannersmailshotsTVcommercialswordofmouthbrochures第32頁/共50頁5.It’sgreatwhenyougetafree_____becauseyoucanreallyseewhatit’slike.6.Isupposeit’sgoodifyou’relookingforajoblocallyand_________________arerelativelycheap.7.I’mnotsureabout_________.WhenIvisitawebsite,Idon’tthinkIevennoticethem.8.Itusedtoirritatemebutmynewanti-virussoftwareseemstoblockany______frommyinbox.samplemailshotsTVcommercialswordofmouthbrochures,Samplenewspaperadvertsbannersspamnewspaperadvertsbannersspam第33頁/共50頁Indecidingwhichmediatouse,advertisersmustconsiderthesequestions：1.whoareyourtargetcustomers?2.whereisyourtargetmarket?3.Doestheadvertisingmediumcoverthemarket?4.Dothetargetcustomerseasilyhaveaccesstothemedium?5.whatisthecostperreaderorlistenerinthemarket?6.Howmuchisyourbudget?ConsiderationsinChoosingMedia第34頁/共50頁Itobviouslydoesn’tpayforalocal,one-unitdepartmentstoretoadvertiseonnationaltelevision.BecauseItcannotbenefitproportionatelyfromnationaltelevisionadvertisingtojustifytheexpense.Likewise,itusuallyisnotpracticalforaneighborhoodvarietystoretoadvertiseinalargemetropolitan[metr?'p?l?t(?)n]newspaper.ConsiderationsinChoosingMedia第35頁/共50頁Newspapersraisetheiradvertisingrateswhentheircirculationincreases.Similarly,television-advertisingratesarebasedonaudienceratings.Magazineadvertisingratesarealsobasedontotalcirculation.Allthesemassmediaareexpensiveadvertisingmethodsbecausetheyreachsomanypeople.ConsiderationsinChoosingMedia第36頁/共50頁Radioadvertisingoftenserveslocalmerchants/businessmeneffectively---andatcoststhatmorefirmscanafford.Andadvertisingonpublictransportationvehiclesisalsoeffective,whenitcanbegearedtotheadvertiser’smarket.Directmailofferstheadvantagesofbeingselectiveincoverage,relativelyinexpensive,andmoreflexible.ConsiderationsinChoosingMedia第37頁/共50頁Prepareashortpresentationononeofthefollowingtopics.

TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?Speaking:Ashortpresentation第38頁/共50頁Youcanusethefollowingexpressionstogivetipsandadvice:Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinishdon’tforget…Whatmightbebetteristo…第39頁/共50頁.OralpracticePossiblepointsWordBank1.Reachvastnumberoftargetcustomers2.Reachimmenseaudience3.Costeffective4.AtaconsiderablelowpriceGroupA:Whendecidingwhattypeofadvertisingtouse:-Howmuchwillitcost?-Willitreachyourtargetmarket?-Isitshort-termorlong-termpromotion?40第40頁/共50頁OralpracticePossiblepoints

WordBankHaveaccesstoFutileMakeaninvestigationLaunchadvertisementonlineGroupB:Whatisimportanttoknowaboutyourtargetconsumer?-Ageandgender-Typicalincome-Whatdotheyread/watchinordertoselectanappropriatetypeofadvertising?41第41頁/共50頁

Youarerequiredtoadvertiseyourcompanyproductsorservicesbyusingoneofthewayswehavetalkedabout.Giveyourtipsoradvicetoyourgroupmembers.Thenyoucometoanagreementonwhichwayyouwillchoosetoadvertiseyourcompanyproductsorservices.Casestudy:choosemediumtoadvertise第42頁/共50頁Casestudy:choosemediumtoadvertiseAlocalcompanyproducingclothesfortheelder

RequirementnameyourcompanyanywayyoulikeIntroduceyourcompanyChooseamediumtoadvertiseWhydoyouchoosethiskindofmedium?GroupA:43第43頁/共50頁Casestudy:choosemediumtoadvertiseAmultinationalcompanyproducingcars

RequirementnameyourcompanyanywayyoulikeIntroduceyourcompanyChooseamediumtoadvertiseWhydoyouchoosethiskindofmedium?GroupB:44第44頁/共50頁Case