Unit 4 Advertising课件

Module4
Vocabulary
Listening
A
B
Reading
D
Speaking
C
Advertisingontheweb
Advertisingstandards
Typesofadvertising
Ashortprentation
4.1Advertising
Vocabulary:Typesofadvertising
mailshotsTVcommercialswordofmouthbrochures,
Samplenewspaperadvertsbannersspam
1.Pizzadeliveryfirmsoftendo_________inthelocalarea.It’scheapbutlotsofpeopleprobablythrowtheleafletaway.
2._______________reachmillionsofpeoplebuttheyaresoexpensive.
3.Itendtolistentomyfriends’recommendationsmorethananythingelso________________isprobablythemosteffective.
4.Peopleu_________lessandlessbecautheycanjustgoonlineiftheywanttofindoutwhat’savailable.
5.It’sgreatwhenyougetafree_____becauyoucanreallyewhatit’slike.
6.Isuppoit’sgoodifyou’relookingforajoblocallyand_________________arerelativelycheap.
7.I’mnotsureabout_________.WhenIvisitawebsite,Idon’tthinkIevennoticethem.
8.Itudtoirritatemebutmynewanti-virussoftwareemstoblockany______frommyinbox.
TVcommercials
wordofmouth
brochures
sample
newspaperadverts
banners
spam
mailshots
Workinpairs.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexerci1.Thinkaboutissuessuchas:
cost
location
numberofpeoplewhoeit
howlongtheyeitfor
Listening:Advertisingontheweb
1.Listentosomeonewhorunsaweb-businessgivinga
prentationtoagroupofmarketingmanagersonhowto
successfullyadvertiontheInternet.Whichtechniques
doeshemention?
-havecompetitionsorgivesomethingforfree
-uarchenginestoputyournameatthetopofthelistings
-getlinksonothersites
-throughasitereview
-getfreeadvertising
-haveamemorabledomainname
-emailcampaigns(spam)
-ndoutamonthlynewsletter
2.ListenagainandchoothebestendingA,BorCforeachntence1–5.
1.Thespeakercomparesthrowingadvertsintotheairto_______.
A.Internetadvertising.
B.wastingmoneyonadvertising.
C.advertisingwithleaflets.
2.Hisfirstpieceofadviceisto________.
A.makesurepeoplefindyouonthearchengine.
B.makesurepeoplevisitthearchengine.
C.tupaarchengine.
3.Spendplentyoftimeon_______.
A.promotingothersonyoursite.B.creatinglinkstoincreatraffic.
C.recommendingyourproductonothersites.
4.Thespeaker__________.
A.thinkmailcanbeeffective.B.isdoubtfulaboutusingemail.
C.neverndsmarketingemails.
5.It’sagoodideato________.
A.givefreesamplesawayatthebeginning.
B.makethewebsitefreetovisit.
C.offersomethingfreetoencouragepeopletoreturn.
Mycondruleisthatit’sagoodideatospendsomeufultimeandeffortongettingyourlinksonothersites.Thisisanexcellent,thoughverytime-consumingwaytoincreavisitors.Youcandothisbysharinglinkswithothercompanies,sotheyhavealinkonyoursiteandyouputoneontheirs.Orperhapsthroughasitereviewwhichrecommendsyourproducts.Alsorememberthatthemorelinksyouhaveelwhere,themorelikelypeoplearetofindyouthroughaarchengine.
Sothoaremythreestartingpointsforanyonethinkingofwebadvertising.Beforewefinishdon’tforgetthatamemorabledomainnamethatpeoplecaneasilytypewillhelp.Emailcampaignscanworkandareaneasywaytogettraffictothesitethoughitdoesn’tlastlong.Whatmightbebetteristohaveamonthlynewsletter,whichpeoplesignupfor.I’vefoundthistobeveryeffectiveandmorepositivethanndingspam.Thentherearecontestswithprizesoranythingfree–maybesomesoftwareorcoolgraphics.
Onceyou’vegotpeoplevisitingthesite,keepstatisticsonhowmanypeoplevisitperdayandhowoftenpeoplereturntothesite.Inotherwords,findoutwhotheyare.Howoldtheyare.Wheretheycomefrom.Whattheylikedoingtotheirfreetime.Youcangetthiskindofinformationbyaskingthemtosubscribetoyournewsletterforexample…
Speaking:Ashortprentation
Workinpairs.Eachofyouhasoneminutetoprepareashortprentationononeofthefollowingtopics.Youcanuthefollowingexpressionstogivetipsandadvice:
TopicA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtou?
TopicB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?
Thefirstthingisto…
It’sagoodideato…
Youcandothisby…
Alsorememberthat…
Mythirdtipis(never)to…
Beforewefinishdon’tforget…
Whatmightbebetteristo…
Possiblepoints
StudentA:
Whendecidingwhattypepfadvertisingtou:
-Howmuchwillitcost?
-Willitreachyourtargetmarket?
-Isitshort-termorlong-termpromotion?
StudentB:
Whatisimportanttoknowaboutyourtargetconsumer?
-Ageandgender
-Typicalincome
-Whatdotheyread/watchinordertolectanappropriatetypeofadvertising?