新编剑桥BEC中级第四单元-4-advertising省名师优质课赛课获奖课件市赛课一等奖课件.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,本资料仅供参考，不能作为科学依据。谢谢。本资料仅供参考，不能作为科学依据。谢谢,新编剑桥商务英语（中级）（第三版）,MODULE 4,Advertising,讲课教师：林郦,第1页,Contents,Module,Four,4.1 Business topic:,Advertising,4.2 Business skills:,Delegating,4.3 Exam spotlight:,Reading Test:Part Four,第2页,Business Topic,4.1 Vocabulary:Types of advertising,4.1 Case study:the effect of Advertising,4.1 Speaking:Oral presentation,4.1 Case study:choosing the medium,of Advertising,第3页,Objectives,I,.,Vocabulary Building,4,II,.,Cultural Reflection,Words and expressions related to advertising,the advantages and disadvantages of types of advertising,consideration in choosing media,IV,.,Oral Practice,Practice to give tips and advice,第4页,第5页,第6页,Background information,Commercial Advertising 商业广告is also known as profit-making commercial advertising or financial advertising,in terms of profits for the primary purpose of advertising,7,第7页,Background information,non-commercial advertising is for public interests.,8,第8页,What is the function of advertising?,Function,amplify the demand,marketing,brand,goodwill,preference and loyalty,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 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 advertising?,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 pockets.,第11页,Background Information,(,美国广告协会,),Association of,National Advertising,defines the,purpose of advertising,as:ACCA,Awareness,受众意识,Comprehension,易于了解,Conviction,令人信服,Action,敦促行动,第12页,various types of advertising,Billboard advertising,outdoor advertising,outdoor LED advertisement screen,第13页,Electronic screen,Digital posters,第14页,Public transportation vehicles,vikl,banners,旗帜广告,第15页,Print media,印刷媒体,Magazine,calendars,Brochures,bror,or pamphlets,pmflit,第16页,Leaflet(handout)advertising,第17页,Broadcast media 广播媒体,TV commercial,第18页,Internet advertising,搜索引擎优化（,Search Engine Optimization,）,notes,第19页,Notes,In1997，Amazon introduced the concept of,affiliate marketing(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 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 is,famous affiliate program,of Amazon,which is also called,the associate or referrer programs,.,第20页,banners,旗帜广告,pop-up ads(pop-ups)自动弹出式广告,第21页,spam,Blogs or Micro blogs,micro letter,第22页,Word of mouth,Mailshot:,a letter advertising something,第23页,Word of mouth,mail shots,TV commercials,spam,banners,newspaper adverts,brochures,samples,邮寄广告,报纸上广告,横幅广告,电视广告,垃圾邮件广告,口头广告,样品,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,25,Tasks:,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?,第25页,have a discussion about the effect of advertising,what do you think of this advertisement,26,Tasks:,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?,第26页,have a discussion about the effect of advertising,what do you think of this advertisement,27,Tasks:,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 products,第27页,You can use 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 easily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 repeating 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 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 sentence from their discussions with a word from the box,Discussing 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.,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 banners,mailshots,TV commercials,word of mouth,brochures,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 irritate me but my new anti-virus software seems to block any _ from my inbox.,sample,mailshots TV commercials word of mouth brochures,Sample newspaper adverts banners spam,newspaper adverts,banners,spam,第33页,In deciding which media to use,advertisers 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?,Considerations in Choosing Media,第34页,It obviously doesnt 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,newspaper.,Considerations in 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 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 advantages 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 about your target consumer when planning an advertising campaign?,Speaking:A short presentation,第38页,You can use the 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,第39页,.Oral practice,Possible points,Word Bank,1.Reach vast number of target customers,2.Reach immense audience,3.Cost effective,4.At a considerable low price,Group 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?,40,第40页,Oral practice,Possible points,Word Bank,Have access to,Futile,Make an investigation,Launch advertisement online,Group 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,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 services.,Case study:choose medium to advertise,第42页,Case study:choose medium to advertise,A local company producing clothes for the elder,Requirement,name your company any way you like,Introduce your company,Choose a medium to advertise,Why do you choose this kind of medium?,Group A:,43,第43页,Case study:choose medium to advertise,A multinational company producing cars,Requirement,name your company any way you like,Introduce your company,Choose a medium to advertise,Why do you choose this kind of medium?,Group B:,44,第44页,Case study:choose medium to advertise,Run a special restaurant in downtown,Requirement,name your restaurant any way you like,Introduce your restaurant,Choose a medium to advertise,Why do you choose this kind of medium?,Group C:,45,第45页,Print media 印刷媒体,outdoor advertising,(billboard/poster/mobile billboard/public transportation vehicles)广告牌/海报/移动广告牌/公共交通工具,newspaper&magazine,calendar,Leaflet(handout)/brochure(pamphlet),Broadcast media 广播媒体,TV&Radio,New media,website/the Internet,(banners旗帜广告/pop-up ads(pop-ups)自动弹出式广告,/interstitial ad)插播广告/video clip,other media,Sample,Word of mouth,digital poster,Summary,：,Advertising media,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 advertise,第47页,Assignments,Please find an advertisement to analyze it and write a report,2.Preview next part,48,第48页,Thank you!,49,第49页,