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1、新新编剑桥商商务英英语module-4module-4VocabularyListeningABReadingDSpeakingCAdvertising on the webAdvertising standardsTypes of advertisingA short presentation4.1 AdvertisingVocabulary: Types of advertisingmailshots TV commercials word of mouth brochures, Sample newspaper adverts banners spam1. Pizza delivery
2、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
3、 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 and _ are relatively cheap.7. Im not sure about _. When I visit a website, I dont think I even notice
4、 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 of one more advantage or disadvantage for each type of advertising in exercise 1. Think about issues s
5、uch as:1)cost2)location3)number of people who see it4)how long they see it forTypes of advertisingTypes of advertisingAdvantagesDisadvantagesmailshotsquick to delivernot seen for longTV commercialsmemorable and can be funpeople remember the advert but not the productword of mouthyou trust this form
6、mostpeople can also spread bad newsbrochuresgive you more time to study information expensive to produce and send out to your target marketsamplepeople can test before buyingexpensivenewspaper advertsread by manyread quickly or ignoredbannersyou can target a market by choice of websitethey disappear
7、 quicklyspamvery cheap to produce and deliverpeople delete them before readingListening: 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
8、 competitions 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 newsletter2. Listen again and choose the best end
9、ing 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 sure people visit th
10、e 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. never sends marketing
11、 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 way would be to
12、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 thing but this ti
13、me 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 community can b
14、e 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 that people
15、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 getti
16、ng 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 one on theirs. Or perhaps through a site review which recommends your products. Also remember t
17、hat the more links you have elsewhere, the more likely people are to find you through a search engine. So those are my three starting points for anyone thinking of web advertising. Before we finish dont forget that a memorable domain name that people can easily type will help. Email campaigns can wo
18、rk and are an easy way to get traffic to the site though it doesnt last long. What might be better is to have a monthly newsletter, which people sign up for. Ive found this to be very effective and more positive than sending spam. Then there are contests with prizes or anything free maybe some softw
19、are or cool graphics. Once youve got people visiting the site, keep statistics on how many people visit per day and how often people return to the site. In other words, find out who they are. How old they are. Where they come from. What they like doing to their free time. You can get this kind of in
20、formation by asking them to subscribe to your newsletter for example Speaking: A short presentationWork in pairs. Each of you has one minute to prepare a short presentation on one of the following topics. You can use the following expressions to give tips and advice:Topic A: What is important to rem
21、ember when deciding what type of advertising to use?Topic B: What is important to remember about your target consumer when planning an advertising campaign?The first thing is toIts a good idea toYou can do this byAlso remember thatMy third tip is (never) toBefore we finish dont forget What might be
22、better is to Possible pointsStudent A:When deciding what type pf advertising to use: - How much will it cost? - Will it reach your target market? - Is it short-term or long-term promotion?Student B:What is important to know about your target consumer? - Age and gender - Typical income - What do they
23、 read/watch in order to select an appropriate type of advertising?Reading: Advertising standards1. Do you know who controls advertising in your country ? Read about ASA.The Advertising Standard Authority (ASA) works tokeep adverting legal, decent, honest and truthful. The ASA resolves thousands of c
24、omplaints each year. It judges advertisements, direct marketing and sales promotions against a set of codes and its rulings are made independently of both government and the advertising industry. 2.2. Here are three cases the ASA has successfully dealt with. Here are three cases the ASA has successf
25、ully dealt with. Read each case study and afterwards discuss the following: Read each case study and afterwards discuss the following: 1) Is the type of advertising mentioned common in your country?2) Do your think the advertisers were completely wrong in each case study?3) Have you had any similar
26、experiences with advertising? Case study 1: Mrs. Q bought a copy of the teenage girls magazine, Shout, for her twelve-year-old daughter. However, her daughter responded to an advertisement for ringtones offering 2 Tones 75p Each in large red figures. Further down the page, in the small print, were d
27、etails of the standard costs for tones, graphics and animations which amounted to 4.50. The daughter only saw 75p Each in bold and didnt realize the offer was a subscription service. She began receiving lots of ringtones and paying 1.50 each time. Mrs. Q was astonished and angry that a magazine aime
28、d at children could contain such an advertisement. The ASA launched a formal investigationCase Study 2: Almost 300 people contacted the ASA to complain about a TV commercial for the soft drink Fanta Z. The advert showed people drinking the companys product Fanta Light and then spitting it out. The i
29、dea was that some people didnt like Fanta Light but they would like the new drink Fanta Z. The majority of the people who complained said the advert would cause bad behavior in children. The company said their target audience was sixteen- to 24- year-olds and not younger children. However, the ASA w
30、as concerned that young children would see the advert as fun and encourage them to spit. For this reason, it was agreed that the advert could only be shown after nine oclock in the evening. Case Study 3: Normally MS A only buys organic or natural yoghurt but she decided to buy Danones new range of S
31、hape yoghurts when she saw the advertisement saying that Shape is simply a virtually fat-free yogurt packed with real fruit. And because there are no artificial sweeteners, when Ms A got the yogurt home, she saw eleven additives on the ingredients list. She contacted the ASA via its online complaint
32、s form. Eight other people also complained about the claim that the product had nothing added to the fruit 3. Look at the comments below about the three case studies form the ASA. Which case does each comment refer to?1) The company could argue that all the information was provided.2) The customers
33、neednt have bought it, if they didnt like the ingredients that were included.3) She should have read the packaging more carefully.4) The company must have known that children would copy the images.5) People should always check the terms and conditions.6) In this case, the company couldnt show the ad
34、vert during the day.7) The rules say advertisers mustnt take advantage of younger readers.Grammar: Modals1. Look back at the seven comments in the last exercise. Underline the modal verb in each sentence and write it in this summary.Possibility: can, _Obligation: must, _, have toAdvice: _Criticism:
35、_, ought toDeduction: _, cant be, cant / couldnt have beenLack of obligation: didnt have to, _, didnt need toNo possibility: cant, _couldneedntshouldmustshouldcouldntmustnt2. Underline the correct verb in these sentences.1) Many viewers think the ASA should / can stop advertisers increasing the volu
36、me on TV commercials because it really annoys them2) A: Sorry, I forgot to bring you the information you asked for. B: Thats OK. You didnt need to / neednt have. I found it on the Internet.3) They dont have to / mustnt use the same trademark as us. If they do, well sue.4) Their lawyers should/ must
37、have told them not to take it to court because we never heard from them again.5) He couldnt get / couldnt have got through when he tried to call.6) She didnt need to complain / neednt have complained because eight other people also did.7) Consumers dont have to / mustnt buy the product. After all, n
38、obody forces them!8) They shouldnt / couldnt have tried to defend the case. It was obvious theyd lose.4.2 DelegatingDelegatingListeningA bad delegatorA reportReadingHow to delegateSpeakingWritingNew managers often find it difficult to delegate the New managers often find it difficult to delegate the
39、 tasks they used to do. But getting others to do tasks they used to do. But getting others to do what you did so well is a key to good management.what you did so well is a key to good management.A. Tailor work to the individual B. Be positiveC. Give incentivesD. Define the expectations and objective
40、sE. Delegate complete tasksF. Let goG. Avoid misunderstandingReading: How to delegateRead tips 1 7 below on how to delegate. Write in the missing headings A G.1_It should be challenging and make use of their specific skills-skills that you may not have.2_This is much more satisfying for the person d
41、elegated to than bits and pieces. If people feel they have ownership of a whole manageable project, they will usually rise to the challenge.3_Dont start by saying “I know youre really busy and dont have time for this, but” Explain why the job is important and why you have chosen them. Also explain w
42、hat the rewards are possibly financial or psychological.4_Specify what results are needed, the deadline, and how often the employee should update you.How to delegate5_ After you have briefed the person, ask them to explain back to you what theyre going to do to ensure the instructions are clear.6_Do
43、nt check up on them. Make yourself available to answer questions but allow them space to work on their own.7_Give lots of praise, helpful feedback and constructive criticism. It boosts confidence and saves time next time. Listening: A bad delegatorThe manager clearly doesnt follow:1. The manager say
44、s, “I dont want to give you anything too difficult .” so it isnt challenging.3. He starts by saying, “I know youre really busy but”5.He doesnt ask the employee to explain the instructions back to him.6. He wont be available to answer questions.7.He doesnt give any praise for the work the employee di
45、d on the schedules last time.1. Listen to a manager talking to a member of his department . Which of tips 1-7 for delegating doesnt he follow?Listening scriptManager: Hi, Harry. Sorry to bother you but Im so busy. Could you help me? I know youre busy too but I have a meeting with the managing direct
46、or tomorrow and I dont have time to do the schedules for next week. I know you did them last time I was off sick so thought you could do them again. I dont want to give you anything too difficult, do I? So if I give you this Sorry, I havent had time to sort through it but youll work it out. OK, grea
47、t. Sorry, must go. If you have any questions err, ask Mary. I think she did the schedules last time I was on holiday so she can help too. Fine. Bye.Speaking: DelegatingBuy some coffee from the shop across the streetOrganize all the filing in your officeAttend a trade fair for you this weekendTell an
48、other member of staff not to sent personal emails in company timePrepare a report on the effectiveness of the companys website.Work in pairs. Take turns to delegate the following jobs to each other. Remember to follow all the tips mentioned above and use some of the following expressions.Some expres
49、sions you can use to delegateA. Ive asked you becauseB. Let me know how its going once a week, pleaseC. Ill need a report on this with your findings and your recommendations.D. So, lets go through this one more time to check if its clearE. Youve done a great job on this!F. Ive got a job here that wi
50、ll really interest youG. Id like you to be in charge of all of it.H. Feel free to call me if you have any questions.I. Can you give this priority because they need it as soon as possible.J. The deadline for this is next Thursday. 1. Read the information and the task below: You work in the marketing
51、department of your company and your line manager has delegated to you the task of preparing a short report. You must report on the number of people visiting the company website in the last three months and propose a marketing strategy for the next three months. You have already made some handwritten
52、 notes on the information below. Writing: A reportran competition very popularlaunched newsletter for subscribers230027002950Spending on Internet advertising for MayCostBanners on other sites (euros/month)3,200Monthly newsletter emailed to subscribersNo costvery few people visit because of theseexce
53、pt my time!IntroductionThe aim of this report is to _FindingsOver the last three months, the number of visitors has _.There are two reasons for the increase. First of all, we _Secondly in May_With regards to costs, banners have cost _but very few _On the other hand, the newsletter _RecommendationsIn
54、 order to increase this number I would recommend that _Report on _Tip 1: Keep the title of the report short. It only needs to tell your reader the subject.Tip 2: Divide your report into sections to make it easier to read. Use headings such as Introduction, Findings, Conclusions, Recommendations.Tip
55、3: State the aim of the report in the introduction. This will include why you have been asked to write it and what you will have done by the end.Tip 4: In the findings section describe the facts and information. Avoid giving your opinion at this stage.Tip 5: In the final section, make recommendation
56、s based on the findings and propose actionIntroductionThe aim of this report is to comment on the number of people visiting the_ company website in the last three months and propose a marketing strategy for the next three months._FindingsOver the last three months, the number of visitors has increas
57、ed by 650.There are two reasons for the increase. First of all, we launched a newsletter for subscribes. Secondly in May, we ran a competition which was very popular.With regards to costs, banners have cost 3200 euros a month but very few people seem to visit the website as a result of these. On the
58、 other hand, the newsletter doesnt cost anything (other than my time) but has helped to increase the number of visitors.RecommendationsIn order to increase this number I would recommend that we continue with the newsletter and run more competitions and quizzes. I also propose that we stop using bann
59、ers and put more resources into setting up links with other sites to increase the traffic.Report on _visits to website and proposed marketing strategy_2. Here are more phrases you can use for report writing. IntroductionThis report sets out toThe purpose of this report is toFindingsIn addition toAlt
60、ernativelyAs a result ofThis meansRecommendationsIn conclusionI would suggest thatThe findings clearly show that we shouldChoose a website you are familiar with. For example: - Your company or place of studys website - A website you like to visitImagine you have been asked by the website designers t
61、ohelp improve the website. Describe what you (and your colleagues) like about it, say what could be improved and make some recommendations.Write a short report (120-140 words). Homework人有了知识，就会具备各种分析能力，明辨是非的能力。所以我们要勤恳读书，广泛阅读，古人说“书中自有黄金屋。”通过阅读科技书籍，我们能丰富知识，培养逻辑思维能力；通过阅读文学作品，我们能提高文学鉴赏水平，培养文学情趣；通过阅读报刊，我们能增长见识，扩大自己的知识面。有许多书籍还能培养我们的道德情操，给我们巨大的精神力量，鼓舞我们前进。
