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1、Module 4VocabularyListeningABReadingD SpeakingCAdvertising on the webAdvertising standardsTypes of advertisingA short presentation4.1 AdvertisingTypes of Advertising Whats the product or company? Who will most likely be interested in the ad? In what way is it advertised? Whats the purpose of each ad
2、?Types of AdvertisingFrom the perspective of their purpose: Non-commercial ads (public service ads) Commercial adsFrom the perspective of their approaches: Billboard ads/ paper ads/ radio/ internet ads/ public LED screen/ booth/ parade/ movable exhibit vehicle etc.Vocabulary: Types of advertisingwor
3、d of mouth mailshots TV commercials spam banners newspaper adverts brochures sample1. 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 recommendati
4、ons 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.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
5、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.TV commercialsword of mouthbrochuressamplenewspaper advertsbannersspammailshotsWork in pairs. Think o
6、f one more advantage or disadvantage for each type of advertising in exercise 2. Think about issues such as:1) cost2) location3) number of people who see it4) how long they see it forThink about itWhat makes a good ad?ACCA: Awareness Comprehension Conviction Action-Association of National Advertisin
7、g 美国广告协会AIDMA: Attention Interest Desire Memory Action- By E.S. LewisListening: Advertising on the web1. Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention?- have competit
8、ions or give something for free- use search engines to put your name at the top of the listings - get links on other sites - through a site review - get free advertising - have a memorable domain name- email campaigns (spam)- send out a monthly newsletter- keep a file of your visitors2. Listen again
9、 and choose the best ending A, B or C for each sentence 1 5.1. The speaker compares throwing adverts into the air to _.A. Internet advertising. B. wasting money on advertising.C. advertising with leaflets. 2. His first piece of advice is to _.A. make sure people find you on the search engine.B. make
10、 sure people visit the search engine.C. set up a search engine. 3. Spend plenty of time on _.A. promoting others on your site. B. creating links to increase traffic.C. recommending your product on other sites. 4. The speaker _.A. thinks email can be effective. B. is doubtful about using email.C. nev
11、er sends marketing emails. 5. Its a good idea to _.A. give free samples away at the beginning.B. make the website free to visit.C. offer something free to encourage people to return.Listening scriptSpeaker: Imagine you have a new product or a new service and you want the world to know about it. One
12、way would be to write the advertisement onto ten or a hundred or a thousand pieces of paper and drop them from the sky over your town or city. Someone on the ground might pick one up and read it. Maybe two or three people. On the other hand the wind might blow them away.Now imagine doing the same th
13、ing but this time throwing them into the air with adverts for every other product or service in the world. You probably wouldnt do it, would you? Well, unfortunately, that;s what its like to advertise on the Internet.Trying to make your product, service or website known to the rest of the Internet c
14、ommunity can be very, very frustrating. Not only making it known, but getting visitors to actually visit the site can seem impossible. But there are ways to overcome the impossible when advertising on the Internet, as long as you follow three rules.So, rule number one, the first thing is to remember
15、 that people use search engines. So whenever someone types in a keyword linked to your business, your site needs to appear in the top 50 or so listings in all of the major search engines. Any lower and no one will ever find you.My second rule is that its a good idea to spend some useful time and effort on getting your links on other sites. This is an excellent, though very time- consuming way to increase visitors. You can do this by sharing links with other companies, so they have a link on your site and you put o
