新编剑桥BEC中级第四单元课件4advertising.ppt
- 【下载声明】
1. 本站全部试题类文档,若标题没写含答案,则无答案;标题注明含答案的文档,主观题也可能无答案。请谨慎下单,一旦售出,不予退换。
2. 本站全部PPT文档均不含视频和音频,PPT中出现的音频或视频标识(或文字)仅表示流程,实际无音频或视频文件。请谨慎下单,一旦售出,不予退换。
3. 本页资料《新编剑桥BEC中级第四单元课件4advertising.ppt》由用户(晟晟文业)主动上传,其收益全归该用户。163文库仅提供信息存储空间,仅对该用户上传内容的表现方式做保护处理,对上传内容本身不做任何修改或编辑。 若此文所含内容侵犯了您的版权或隐私,请立即通知163文库(点击联系客服),我们立即给予删除!
4. 请根据预览情况,自愿下载本文。本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
5. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007及以上版本和PDF阅读器,压缩文件请下载最新的WinRAR软件解压。
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 新编 剑桥 BEC 中级 第四 单元 课件 advertising
- 资源描述:
-
1、新编剑桥商务英语(中级)(版)新编剑桥商务英语(中级)(版)MODULE4MODULE4AdvertisingAdvertising授课教师:林郦授课教师:林郦Contents Module Four4.1 Business topic:Advertising 4.2 Business skills:Delegating4.3 Exam spotlight:Reading Test:Part FourBusiness Topic4.1 Vocabulary:Types of advertising4.1 Case study:the effect of Advertising4.1 Speak
2、ing:Oral presentation4.1 Case study:choosing the medium of AdvertisingObjectivesI.Vocabulary Building4II.Cultural ReflectionWords and Words and expressions expressions related to related to advertisingadvertisingthe advantages and the advantages and disadvantages of types of disadvantages of types o
3、f advertising,consideration advertising,consideration in choosing mediain choosing mediaIV.Oral PracticePractice to give tips Practice to give tips and adviceand advice Background information 7 Background information 8Function amplify the demandmarketingbrandgoodwillpreference and loyaltyAdvertising
4、 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 de
5、mand of a product by advertising widely.It can build the consumers brand preference brand preference and loyaltyloyalty,thus increasing the value of the product.Advertising is helpful to build the brandbrand,increase the value of its goodwill goodwill and win the confidenceconfidence of consumer.To
6、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.Background Information (美国广告协会美国广告协会)Asso
7、ciation of National Advertisingdefines the purpose of advertising as:ACCA Awareness受众意识受众意识 Comprehension易于理解易于理解 Conviction 令人信服令人信服Action 敦促行动敦促行动Billboard advertisingoutdoor advertisingoutdoor LED advertisement screenElectronic screenDigital postersPublic transportation vehiclesvikl banners旗帜广旗帜广
8、告告MagazinecalendarsBrochuresbror or pamphletspmflit Leaflet(handout)advertising TV commercialInternet advertising搜索引擎优化搜索引擎优化(Search Engine Optimization)notesNotes In1997,Amazon introduced the concept of affiliate affiliate marketing(marketing(联属网络营销联属网络营销),and then promoted this network marketing m
9、odel 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 in
10、to 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.banners旗帜广告旗帜广告pop-up ads(pop-ups)自动自动弹出式
11、广告弹出式广告spamBlogs or Micro blogsmicro letter Word of mouth Mailshot:a letter advertising something Word of mouthmail shotsTV commercialsspambannersnewspaper advertsbrochuressamples邮寄广告邮寄广告报纸上的广告报纸上的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 have a discussion about th
12、e effect of advertising 25Tasks: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?have a discussion about the effect of advertising 26Tasks:What s the product or company?who is the target consumer?How was it advertised?How eff
13、ective do you think it is?Why/why not?have a discussion about the effect of advertising 27Tasks: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 productsYou can use the foll
14、owing useful expressions:1.The advertisement is used to promote这广告是促销2.The target customers of the advertisement are 这广告的目标客户是.3.it is obvious that 很显然 creative ideas 有创意的想法4.I(dont)think it is effective because.我认为这广告效果很好(没有达到很好的效果)5.paper diaper(纸尿裤)parent-child clothes亲子装6.roller skating 滑旱冰 roll
15、er baby 旱冰宝宝7.performing their stunts 表演特技 facial expressions面部表情8.have a strong visual impact有很强的视觉冲击力/效果9.leave a deep impression on sb/impress sb deeply 给某人留下很深的印象10.Xx company targets a more upscale market upscale market xx公司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
16、friends easily很容易把链接发给朋友13.creating links to increase traffic 创造连接提高点击率You can use the following useful expressions:1.zodiac (twelve Chinese zodiac signs)十二生肖 2.Driven by the commercial interests,由于商业利益的驱使,3.in order to achieve the good effectiveness of remembering 为了良好的广告记住效应,4.using the method of
17、repeating advertising slogans 采用重复喊话的方式5.wool fabric/woolen knitwear 毛纺织品 knitting wool毛线6.Have a strong visual and auditory impact 有很强的视听效果7.audience ratings(电视、广播的)视听率,收视率8.the effectiveness of has been impaired/weakened 消弱了的效果9.vulgar television advertisement;恶俗电视广告10.appear frequently频频出现;11.It
18、is the most interesting ads that Ive ever seen.这是我看过的最有趣的广告。12.It is the most annoying ads that Ive ever seen.这是我看过的最烦人的广告。Three B Principle in advertising industry Achieve the AIDMA Achieve the AIDMA effect effect。(Attention(Attention、Interest Interest DesireDesire、MemoryMemory、Action)Action)The ad
展开阅读全文