BECVantage(第三版)module4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.
Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexerci2.
Thinkaboutissuessuchas:
cost
location
numberofpeoplewhoeit
howlongtheyeitfor
Typesofadvertising
Typesofadvertising
Advantages
Disadvantages
mailshots
quicktodeliver
notenforlong
TVcommercials
memorableandcanbefun
peopleremembertheadvertbutnottheproduct
wordofmouth
youtrustthisformmost
peoplecanalsospreadbadnews
brochures
giveyoumoretimetostudyinformation
expensivetoproduceandndouttoyourtargetmarket
sample
peoplecantestbeforebuying
expensive
newspaperadverts
readbymany
readquicklyorignored
banners
youcantargetamarketbychoiceofwebsite
theydisappearquickly
spam
verycheaptoproduceanddeliver
peopledeletethembeforereading
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.
Listeningscript
Speaker:Imagineyouhaveanewproductoranewrviceandyouwanttheworldtoknowaboutit.Onewaywouldbetowritetheadvertimentontotenorahundredorathousandpiecesofpaperanddropthemfromtheskyoveryourtownorcity.Someoneonthegroundmightpickoneupandreadit.Maybetwoorthreepeople.Ontheotherhandthewindmightblowthemaway.
Nowimaginedoingthesamethingbutthistimethrowingthemintotheairwithadvertsforeveryotherproductorrviceintheworld.Youprobablywouldn’tdoit,wouldyou?Well,unfortunately,that;swhatit’sliketoadvertiontheInternet.
Tryingtomakeyourproduct,rviceorwebsiteknowntotherestoftheInternetcommunitycanbevery,veryfrustrating.Notonlymakingitknown,butgettingvisitorstoactuallyvisitthesitecanemimpossible.ButtherearewaystoovercometheimpossiblewhenadvertisingontheInternet,aslongasyoufollowthreerules.
So,rulenumberone,thefirstthingistorememberthatpeopleuarchengines.Sowheneversomeonetypesinakeywordlinkedtoyourbusiness,yoursiteneedstoappearinthetop50orsolistingsinallofthemajorarchengines.Anylowerandnoonewilleverfindyou.
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?
Reading:Advertisingstandards
1.Doyouknowwhocontrolsadvertisinginyourcountry?ReadaboutASA.
TheAdvertisingStandardAuthority(ASA)worksto
keepadvertinglegal,decent,honestandtruthful.
TheASAresolvesthousandsofcomplaintach
year.Itjudgesadvertiments,directmarketingand
salespromotionsagainstatofcodesandits
rulingsaremadeindependentlyofbothgovernment
andtheadvertisingindustry.
www.asa.uk