新編劍橋BEC中級(jí)件

新編劍橋BEC中級(jí)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(huì))AssociationofNationalAdvertisingdefinesthepurposeofadvertisingas:ACCAAwareness受眾意識(shí)

Comprehension易于理解

Conviction令人信服Action敦促行動(dòng)第12頁/共50頁varioustypesofadvertisingBillboardadvertisingoutdooradvertisingoutdoorLEDadvertisementscreen第13頁/共50頁ElectronicscreenDigitalposters第14頁/共50頁P(yáng)ublictransportationvehicles['vi?kl]

banners旗幟廣告第15頁/共50頁P(yáng)rintmedia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(dòng)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(bào)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(cè)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(rèn)為這廣告效果很好（沒有達(dá)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(qiáng)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(chǎng)（高端市場(chǎng)）11.marketingstrategies市場(chǎng)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(diǎn)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(qiáng)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P(yáng)repareashortpresentationononeofthefollowingtopics.

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