1、新编剑桥商务英语（中级）新编剑桥商务英语（中级）（第三版）（第三版）MODULE 4Advertising 讲课教师：林郦讲课教师：林郦第1页Contents Module Four4.1 Business topic:Advertising 4.2 Business skills:Delegating4.3 Exam spotlight:Reading Test:Part Four第2页Business Topic4.1 Vocabulary:Types of advertising4.1 Case study:the effect of Advertising4.1 Speaking:Or
2、al presentation4.1 Case study:choosing the medium of Advertising第3页ObjectivesI.Vocabulary Building4II.Cultural ReflectionWords and expressions related to advertisingthe advantages and disadvantages of types of advertising,consideration in choosing mediaIV.Oral PracticePractice to give tips and advic
3、e第4页第5页第6页 Background information Commercial Advertising Commercial Advertising 商业广告商业广告 is also known as profit-making commercial advertising or financial is also known as profit-making commercial advertising or financial advertising,in terms of profits for the primary purpose of advertisingadverti
4、sing,in terms of profits for the primary purpose of advertising7第7页 Background information non-commercial advertising is for public interests.non-commercial advertising is for public interests.8第8页What is the function of advertising?Function amplify the demandmarketingbrandgoodwillpreference and loy
5、alty第9页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 towards it.A manufacturer
6、can amplify the demand of a product by advertising widely.It can build the consumers brand preference and loyalty,thus increasing the value of the product.Advertising is helpful to build the brand,increase the value of its goodwill and win the confidence of consumer.What is the function of advertisi
7、ng?第10页What are the purposes of advertising?To 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 po
8、ckets.第11页 Background Information (美国广告协会美国广告协会)Association of National Advertisingdefines the purpose of advertising as:ACCA Awareness受众意识受众意识 Comprehension易于了解易于了解 Conviction 令人信服令人信服Action 敦促行动敦促行动第12页various types of advertisingBillboard advertisingoutdoor advertisingoutdoor LED advertisement sc
9、reen第13页Electronic screenDigital posters第14页Public transportation vehiclesvikl banners旗帜广旗帜广告告第15页Print media 印刷媒体印刷媒体MagazinecalendarsBrochuresbror or pamphletspmflit 第16页Leaflet(handout)advertising 第17页Broadcast media 广播媒体广播媒体TV commercial第18页Internet advertising搜索引擎优化搜索引擎优化（Search Engine Optimiza
10、tion）notes第19页Notes In1997，Amazon introduced the concept of affiliate marketing(联属网络营销联属网络营销)，and then promoted this network marketing model 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
11、 goods.There are also various websites promoting these goods.Then,Amazon made a bold and wise decision:“why not change these websites 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
12、 is famous affiliate program of Amazon,which is also called the associate or referrer programs.第20页banners旗帜广告旗帜广告pop-up ads(pop-ups)自动自动弹出式广告弹出式广告第21页spamBlogs or Micro blogsmicro letter第22页Word of mouthMailshot:a letter advertising something 第23页Word of mouthmail shotsTV commercialsspambannersnews
13、paper advertsbrochuressamples邮寄广告邮寄广告报纸上广告报纸上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第24页 have a discussion about the effect of advertising what do you think of this advertisement 25Tasks:1.What s the product or company?2.who is the target consumer?3.How was it ad
14、vertised?4.How effective do you think it is?Why/why not?第25页 have a discussion about the effect of advertising what do you think of this advertisement 26Tasks: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?第26页 have
15、 a discussion about the effect of advertising what do you think of this advertisement 27Tasks: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?Zodiac zodk The zodiac is Chinese precious cultural products第27页You can us
16、e the following useful expressions:1.The advertisement is used to promote这广告是促销2.The target customers of the advertisement are 这广告目标客户是.3.it is obvious that 很显然 creative ideas 有创意想法4.I(dont)think it is effective because.我认为这广告效果很好（没有到达很好效果）5.paper diaper（纸尿裤）parent-child clothes亲子装6.roller skating 滑
17、旱冰 roller baby 旱冰宝宝7.performing their stunts 演出特技 facial expressions面部表情8.have a strong visual impact有很强视觉冲击力/效果9.leave a deep impression on sb/impress sb deeply 给某人留下很深印象10.Xx company targets a more upscale market xx企业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 friends ea
18、sily很轻易把链接发给朋友13.creating links to increase traffic 创造连接提升点击率第28页You can use the following useful expressions:1.zodiac (twelve Chinese zodiac signs)十二生肖 2.Driven by the commercial interests,因为商业利益驱使，3.in order to achieve the good effectiveness of remembering 为了良好广告记住效应，4.using the method of repeatin
19、g advertising slogans 采取重复喊话方式5.wool fabric/woolen knitwear 毛纺织品 knitting wool毛线6.Have a strong visual and auditory impact 有很强视听效果7.audience ratings(电视、广播)视听率,收视率8.the effectiveness of has been impaired/weakened 消弱了效果9.vulgar television advertisement;恶俗电视广告10.appear frequently频频出现；11.It is the most
20、interesting ads that Ive ever seen.这是我看过最有趣广告。12.It is the most annoying ads that Ive ever seen.这是我看过最烦人广告。第29页Three B Principle in advertising industry Achieve the AIDMA effect。(Attention、Interest Desire、Memory、Action)The advertisement should be legal，decent，honest，truthful 第30页Complete each senten
21、ce from their discussions with a word from the boxDiscussing the advantages and disadvantages of different types of advertising.第31页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.
22、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 word of mouth spam brochuresnewspaper adverts bannersmail
23、shotsTV commercialsword of mouthbrochures第32页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 irritat
24、e me but my new anti-virus software seems to block any _ from my inbox.samplemailshots TV commercials word of mouth brochures,Sample newspaper adverts banners spamnewspaper advertsbannersspam第33页In deciding which media to use,advertisers must consider these questions：1.who are your target customers?
25、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?Considerations in Choosing Media第34页It obviously doesnt pay for a local,one-unit d
26、epartment 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 newspaper.Considerations in
27、Choosing Media第35页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
28、 many people.Considerations in Choosing Media第36页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 a
29、dvantages of being selective in coverage,relatively inexpensive,and more flexible.Considerations in Choosing Media第37页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
30、about your target consumer when planning an advertising campaign?Speaking:A short presentationSpeaking:A short presentation第38页You can use the following expressions to give tips and advice:The first thing is toIts a good idea toYou can do this byAlso remember thatMy third tip is(never)toBefore we fi
31、nish dont forget What might be better is to 第39页.Oral practice Possible points Word Bank1.Reach vast number of target customers2.Reach immense 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
32、market?-Is it short-term or long-term promotion?40第40页Oral practicePossible points Word Bank1.Have access to2.Futile3.Make an investigation4.Launch advertisement onlineGroup B:What is important to know about your target consumer?-Age and gender -Typical income -What do they read/watch in order to se
33、lect an appropriate type of advertising?41第41页 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 members.Then you come to an agreement on which way you will choose to advertise your company products or
34、 services.Case study:choose medium to advertise第42页Case study:choose medium to advertiseA local company producing clothes for the elder Requirement1.name your company any way you like2.Introduce your company3.Choose a medium to advertise 4.Why do you choose this kind of medium?Group A:43第43页Case stu
35、dy:choose medium to advertiseA multinational company producing cars Requirement1.name your company any way you like2.Introduce your company3.Choose a medium to advertise 4.Why do you choose this kind of medium?Group B:44第44页Case study:choose medium to advertiseRun a special restaurant in downtown Re
36、quirement1.name your restaurant any way you like2.Introduce your restaurant3.Choose a medium to advertise 4.Why do you choose this kind of medium?Group C:45第45页Print 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
37、具newspaper&magazine,calendarLeaflet(handout)/brochure(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,Summary：Advertising mediaAdvertising media
38、第46页 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 Summary：choosing media to advertisechoosing media to advertise第47页AssignmentsAssignments1.Please find an advertisement to analyze it and write a report2.Preview next part48第48页 Thank you!49第49页
