流利说商务英语level6unit2part2(Advertisement)
流利说商务英语 Level 6 Unit 2 Part 1(四) Manifestations of CSR
流利说商务英语Level 6 Unit 2 Part 1(四) Manifestations of CSR sponsorshipSponsorship is money given by a company to support a person or an organization.A company can sponsor events to show its commitment to improving society.For example, GasTerra, a green gas company, sponsors Walk for Life, an event which raises money for cancer research in young adults.disease preventionCSR efforts also include disease prevention.Companies may focus on food safety, dental health, vaccines, and immunization.For example, to improve food safety, a food company may use cleaner ingredients and production methods.Areas such as food safety, dental health, vaccines, and immunization are examples of disease prevention.McDonald's believes that by sponsoring the Olympics, it can create both social and commercial value.Takeda's global CSR programs focus on disease prevention in developing and emerging countries.environmental initiativesEnvironmental initiatives are activities that promote environmental awareness and sustainability.Sustainability efforts can help companies reduce pollution and energy consumption. And other philanthropic activities can also improve the company's public perception.ethical labor practicesEthical labor practices refer to the fair treatment of employees.They also focus on improving labor practices of other companies around the world. For example, IKEA has done this by fighting against child labor in the supply chain.What kind of CSR may focus on how much energy a company uses? environmental initiatives.What are vaccines and immunization examples of? disease prevention.Google powers its offices through wind energy, which is cleaner and cheaper than other energy sources.Thai Union strives to implement ethical labor practices in the seafood industry by bringing an end to human trafficking.。
英语流利说懂你英语 Level6 Unit1 Part2 Listening (2)
英语流利说懂你英语Level6 Unit1 Part2 Listening Talking about Verbs-2When we talk about experience or results, we use past perfect form.This form uses “have” followed by the participle.For regular verbs, these participle are identical to the past tense form.For irregular verbs, these participle are often different.When we use the perfect form, the primary focus on the subject of the sentence, not the verb. It emphasizes condition, experience or result, rather than actions or events.In these two examples we see the contrast.She has already left hotel.She left the hotel a few minutes ago.The top sentence gives the condition or state of the subject, and the bottom sentence expresses an event.The top sentence describes the condition of the subject of the sentence “she” rather than the event.The fact that she has left the hotel is now part of her experience or state of being.The bottom sentence expresses the action or event, she left, which is something she did.In general, the past tense form expresses events or acts, and the perfect form expresses experience or conditions. When we use the perfect form of the verb, we focus on the state of the subject, and not an action or event.He enjoyed his studies and graduated a few months ago. Now that he had graduated, he’s ready to get a job.Note that the past form expresses the events that are persific points or periods of time, such as the last year or past five years.He worked at several companies. (in the past)He finished the project last week. (in the past, last week)These events are distance from the speaker’s point of view.The perfect form expresses something from the speaker’s point of view, not distance in time. He has worked at several companies. (his experience now)He has finished the project. (his experience now)These two sentences are incorrect and confusing because they give two different points of view. He has worked at the company until last week. (incorrect)He has finished the project last week. (incorrect and confusing)Here are some sentences that use the perfect form.He has finished practicing.He has been practicing.She may have eaten.Her computer may have been stolen.Some are simple, such as the first one, and some are complex, like the last one.The last one is complex because it combines many verb forms, including the passive.He must have taken her computer with him.He have practiced hard, so he should do well in the competition.He took his computer with him because he wants to work at home.He may have taken his computer with him, but I’m not sure if he did or not.He may have been travelling when he got sick.It might have been broken by the accident.He may have been arrested by the police.The fire might have been started by someone.He may have been injur当我们谈论经验或结果时，我们使用过去完成形式。
流利说商务英语 Level 6 Unit 2 Part 5(二)Major Documents - 副本
流利说商务英语Level 6 Unit 2 Part 5（二）Major Documents Quotation [贸易] 报价单；引用语；引证A quotation is an offer to sell a good or service.It should clearly state details of the price, quality, quantity, payment terms and incoterms.The foreign buyer might be unfamiliar with the details of the product they are purchasing.So the description of the product in an overseas quotation normally includes more details than a democratic quotation.Pro Forma Invoice 形式发票A pro-forma invoice is an initial bill of sale provided by a supplier.It states the exact quantity of goods, their price, and specifications such as size and weight.While it's subject to change, a pro-forma invoice is a good estimate of what the buyer will need to pay.It's not an official demand for payment, but the final commercial invoice is usually based on the pro-forma invoice.In a quotation, the seller must provide accurate details to avoid any confusion between the two parties.Shipping Advice 发货通知书A shipping advice is a document sent by the seller to inform the buyer that the goods have been shipped.It contains details such as information of carriers and expected time of arrival.It is issued by the seller and is dispatched to the buyer within three days after the date of shipment.Having the details of the shipment in advance allows the importer to arrange transport insurance under EXW, FOB, and CFR terms.Bill of Lading [交] 提货单A bill of lading is a document issued by a carrier that acts as a receipt of shipment when the goods are finally delivered.It contains the type and quantity of goods being transported, as well as their destination.It also acts as proof of ownership of the cargo.When shipped goods arrive, they must come with a bill of lading that has been signed by the carrier, the shipper, and the receiver.Which document acts as a receipt of shipment when the goods are finally delivered? Bill of landing.The representative and driver signed the bill of lading after loading the goods onto the truck.。
流利说商务英语 Level 6 Unit 2 Part 2(四)Qualities of Good Ads
流利说商务英语Level 6 Unit 2 Part 2（四）Qualities of Good Ads Every advertisement should contain certain qualities.Here are some qualities of good ads.memorable 难忘的A memorable advertisement is easy to remember because it is special or unusual. Even if an advertisement is strange, as long as customers can remember it, they're more likely to buy from the company.Advertisers use music, design, and interesting stories to try to make their ads memorable.persuasive 有说服力的A persuasive advertisement gives strong and effective reasons for why a customer should buy a product or service.For example, a make-up advertisement may try to persuade customers by saying using the make-up will give them more confidence.Advertisers and companies invest heavily in market research in order to understand how to persuade their target market.entertaining 有趣的An entertaining advertisement uses humor to make the audience laugh.An example of an entertaining ad would be a talking dog discussing its favorite brand of dog food.The more entertaining an ad is, the more likely it is to go viral, which helps to build awareness of a brand.If customers can remember an advertisement, they're more likely to buy from the company.The Under Armour ad was memorable because of the icon as well as the storytelling. The AirBnB commercial persuades customers that using its service will give them a better travelling experience.Subaru released an entertaining ad of a dog driving a car.A persuasive advertisement might say its product will increase the customers' confidence.inspiring 鼓舞人心的An inspiring ad uplifts and energizes its audience.For example, a famous athlete or CEO may appear in an ad to deliver an inspiring message to the audience.This inspiration can create the mindset that the audience will excel in a area after purchasing the product.touching 动人的A touching ad connects with audiences through feelings of happiness, hope, or sympathy.For example, a father who doesn't have any money saves up for months to buy his daughter a doll she really wants for Christmas.Watching the father do everything he can to make his daughter happy may be very touching.Touching ads help a business to close a deal if they can capture consumers' minds and hearts.Inspiration can create the mindset that the audience will excel in a certain area after purchasing the product.Nike has an inspiring ad of disabled athletes competing in the Olympics.I just saw a touching ad from Liulishuo that shows the app helping students learn English in poor areas of China.An example of touching ad might be a poor father buying a holiday gift for his child.。
流利说商务英语 Level 6 Unit 2 Part 2(五)Advertising Basics
流利说商务英语Level 6 Unit 2 Part 2（五）Advertising BasicsSo, to be brief, Pearl Soaps has been looking for an agency to launch the digital campaign for its new organic product, and next week we will be meeting with their team to pitch our ideas.Awesome. Pearl Soaps owns, what, like 10% of skincare market?Yeah, it's a huge opportunity.But before I have the creative team start working on concepts and designs, I first want us to brainstorm our strategy a nd how we could execute it.Pearl has given us a brief report including their target audience and business goals for this product.OK, it says they want to build the awareness among women in their twenties who are interested in the organic lifestyle.Before the creative team begins to design the campaign, he would like to discuss their strategy.What will they use to develop their strategy?Pearl Soaps' research report.They want to target young women who are interested in organic products.Well, if that's the target audience, we should focus on social media, since that's where most of them spend their time.Right. And Pearl already has a massive social media following across all the major platforms.Their biggest following is on WeFace, with got 8 million followers.And their second biggest is on ChatLine, with have 700 thousand.How large is Pearl following on social media?It's extremely large.That's great. Any kind of content that we post for Pearl will already have good visibility.What is their content like on each platform?If you look at the WeFace and ChatLine pages, you'll see that they're mainly post photos, and their content is identical across both platforms.What does Pearl Soaps post in their social media pages?It posts photo content. They have a massive social media following.It mainly posts photos on its social media channels.Its largest following is on WeFace, where they have 8 million followers.But, different types of content perform better on different platform, right? Yeah. In the work I've done, users on WeFace have tended to share videos much more than photos. But on ChatLine, there has been more user engagement with images.So we could develop unique content for each platform.For example, we could do a video series for WeFace but a photo campaign for ChatLine.These are good ideas but not every woman and Pearl's target audience is following their social media accounts.What can we do to reach those potential customers who haven't followed them on social media yet?Well, social media also has paid advertising features, which we've had access with in the past.By using paid advertising, Pearl Soaps could reach some potential customers.How well social media content performs depends on the platform.Platforms like WeFace have paid features that allow us to identify any user we want based on their data.For example, we could target users in major US cities who follow organic lifestyle blogs or even Pearl's competitors.It's the fastest way for a company to expand its reach.How does paid advertising target users?It analyzes their user data.All right, we are off to a great start.Tomorrow I'll arrange a meeting with creative team to share the strategy and get them working on their ideas for the content.So please prepare a short summary of what we've discussed today.Then we can start getting into the nuts and bolts of the pitch.Great, can't wait to get started on this!Yeah,I feel I won't be sleeping much for the next few nights, but I'm super excited.。
流利说商务英语Level6Unit2Part5（一）Incoterms
流利说商务英语Level6Unit2Part5（一）Incoterms流利说商务英语Level 6 Unit 2 Part 5（一）IncotermsIncoterms（International Commercial Terms）国际贸易术语Incoterms, or International Commercial Terms, are rules which describe the responsibilities of buyers and sellers when delivering goods.They determine which costs should be paid by whom.These cost include loading and unloading, insurance, carriage, and customs clearance.Here are a few common incoterms used today.EXW= Ex Works 工厂交货Under Ex Works terms, the seller makes the goods available at a designated location, normally at the seller's factory or depot.Once the goods are placed at the buyer's disposal, the buyer shall be responsible for all costs and risks related to them, such as transport costs, loading costs and insurance.EXW terms are favorable to the seller as it poses minimum obligation to them.FOB= Free on Board [水运] 船上交货价，离岸价格Under Free on Board terms, the seller bears all costs and risks that are related to getting the goods to the port and onto the ship.Once the goods are loaded, the risk of the loss or damage to the goods will be transferred to the buyer.In most countries, FOB is only used for transport by waterway.Rules which determine whether a buyer or seller must incur a particular cost are called incoterms.Under Ex Works terms, they buyer bears all of the transport costs.What cost does the buyer bear under Free on Board terms? marine transport and the unloading of goods.It's imperative for traders to understand the obligations that come with the use of a certain incoterm.Ex Works terms put maximum responsibility on the buyer with minimum responsibility on the seller.If traders are using FOB terms, the buyer assumes the risk after cargo is on board. CFR=Cost and Freight [贸易] 成本加运费价（简称C.&F.）Under Cost and Freight terms, the seller is responsible for transporting the goods to the importer's port.This means the seller must pay all the charges of shipment until the goods arrive at the port of destination.However, the seller is not responsible for any loss or damage to the goods that occurs in shipping.The risk will be passed to the buyer when the goods are on board the vessel.CIF=Cost, Insurance, and Freight 成本、保险和运费Under Cost, Insurance, and Freight terms, the responsibilities are similar to CFR. The seller is still responsible for transporting the goods to the importer's port. However, the seller must obtain insurance for the goods being transported the port. The seller must also provide documents representing cost, insurance, and freight of CIF.Once the carrier gives the documents to the buyer, the seller's obligation ends.DDP=Delivered Duty Paid [贸易][税收] 完税后交货Under Delivered Duty Paid terms, the seller assumes all costs and responsibilities other than unloading.These include shipping, duties, insurance, and any otherexpenses.This makes DDP the most favorable incoterm for the buyer, since the seller bears maximum responsibility.Under CFR terms, when does the seller's obligation end?once the necessary documents are given to the buyer.What costs are not assumed by the seller under DDP terms? unloadingThe seller pays for the carriage of goods to the port of destination while the buyer undertakes the risks once the goods are loaded on the ship at the port of export?CFR CFR' s pricing mechanism involves the seller having the responsibility to get the goods from their warehouse to the destination port.Unlike CFR, CIF requires the seller to purchase insurance for the goods being transported to the port of destination.DDP places maximum responsibility on the seller, making it the most favorable incoterm for the buyer.。
流利说商务英语 Level 6 Unit 2 Part 3(二)Benefits of Outsourcing
流利说商务英语Level 6 Unit 2 Part 3（二）Benefits of Outsourcing Focus on core competencies 专注于核心竞争力When a company outsources its unimportant business processes, it can focus more on its core competency.For example, an architecture firm's core competency is designing buildings, not managing an IT network.By outsourcing its IT needs to a third party, it may hire more architects to increase its expertise.Reduce operation costs 降低运营成本Companies in developed countries often outsource many jobs to developing countries. These outsourced employees are usually paid less than those in developed countries. For example, a computer company based in the US may outsource its customer service to Asia to save on labor costs.To focus on its core competency, a company may outsource less important processes. By outsourcing certain functions, a company can allocate more resources to other operations.HRM Systems AG can focus on its core competency of providing advisory services while outsourcing its accounting operations.Sun Microsystems saves on costs by using third-party vendors to repair hardware and train users.Access highly specialized talent 获取高度专业化的人才Outsourcing allows companies to access highly specialized talent that would otherwise be difficult to recruit.It offers an immediate solution to fill the need for new staff when opening up new services.For example, a small technology start-up may outsource its engineering work to another country because it needs highly skilled engineers.Share risks with a partner company 与合作公司分担风险Companies may outsource to share risks with another company.If all work of a company is done in one factory or office, a serious incident may put the company out of business.For example, a strike may put a company's factory out of action for a period of time, completely eliminating the company's production.If the workload is spread across multiple factories through outsourcing, a problem with one may not affect the others.Companies spread their workload across multiple factories through outsourcing to reduce risks.WhatsApp needed to keep operations costs low while finding new tech talent, so it outsourced to Eastern Europe.。
商务英语第六单元听力原文
商务英语第六单元听力原文6 Advertising6.1 (I = Interviewer, JTW = Jeremy Thorpe Woods)I What are the key elements of a really good advertising campaign? JTW The most important thing nowadays is to be able to gain the consumer’s attention. It is much more difficult than it has be en in the past to get a share of their attention because there’s so much competition out there. So, campaigns have to cut through all the competition and the competitive clutter and they have to be able to involve their target audience. You have to have a very clear point of view, you have to be very single-minded in what you need to say, andI think, certainly in the UK, you have to be able to be entertainingand involving in getting your point across. That is generally the keyto a good advertising campaign. The other thing about a campaign isit demands consistency.6.2 (I = Interviewer, JTW = Jeremy Thorpe Woods)I Can you talk us through the typical planning and launch stages of a campaign?JTW Well, it starts way before you would ever see anything on television or hear it on the radio. The early stages are in discussion with your clients, where you are talking to them about the business objectivesfor their company and their brands. And in that process you would develop a marketing strategy. Once you’ve done that you then need to go and understand in some depth and detail yourtarget audience. So, typically you would go through a research stage where you would observe them, get to know them through qualitative research and understand what motivates them, how they think and feel about the communication. Once that’s been done, you pull all those pieces together and develop a creative brief where you start talking to your creative partners about idea generation and then that would take twoto three weeks for them to come up with a communication idea,which you would then discuss with your client. But most importantly, you go back to your target audience and talk to them abou t the idea because it’s very rare that you will get it right first time. You then goa nd make the communication campaign. A thing that’s particularly important is that once you have your campaign in the market, is thatyou use further research to track ho w it’s working in a real sense, toget some feedback for the next stage of the development. So thatwould be a typical process and, to be honest, each campaign is different and sometimes you can shortcut those, sometimes you haveto do more.6.3Formal presentationCould I have your attention please? Good morning everyone. Onbehalf of mysel f and Focus Advertising, I’d like to welcome you. Myname’s Sven Larsen, I’m Commercial Director.This morning, I’d like to outline the campaign concept we’ve developed for you. I’ve divided my presentation into three parts. Firstly, I’ll give you the background to the campaign. Secondly, I’ll discuss the media we plan to use. Finally, I’ll talk you through the storyboard for the TV commercial. If you have any questio ns, please don’t hesitate to interrupt me.Informal presentationRight let’s get started. Hi everyone, I’m Dominique Lagrange. As you know, I’m Creative Director of DMK. Good to see you all. I’m going to tell you about the ideas we’ve come up with for the ad campaign. My talk is in three parts. I’ll start with the background to the campaign, move on to the media we plan to use, and finish with the storyboard for the commercial. If there’s anything you’re not clear about, go ahead and ask any questions you want.6.41 I wonder if any of you here know the answer to this question: What’s the most popular holiday destination in Europe for people under the age of twenty-five?2 When I was on holiday a few years ago in Greece, I remember talking to the owner of a taverna. He said to me that in twenty years’time, the little island where he lived would be a popular tourist resort.3 Let me start by giving you a statistic: ninety-two percent of all Americans do not possess a passport. Think about that, and consider the opportunity it presents to the travel industry.4 We’re facing a crisis with our market share. What are we going to do about it?5 Someone once said that ‘travel broadens the mind’.What I hope to do in this presentation is to demonstrate how to convince the next generation of travellers that this is still true.。
流利说商务英语 Level 6 Unit 1 Part 2(二) E-Commerce Terms
流利说商务英语Level 6 Unit 1 Part 2(二) E-Commerce TermsTrafficTraffic describes the number of people who visit a website or app.It is the start of all transactions in e-commerce.One way to make use of traffic is called conversion.ConversionIn e-commerce, a conversion refers to making a visitor into a paying customer. Companies can try to increase their conversion rate by improving customer service or marketing.The vast majority of visitors do not actually purchase anything.So companies need to find ways to convert them into paying customers.retentionA business's ability to keep its customers is called retention.Businesses employ different strategies to retain customers.For example, loyalty programs reward customers who make frequent purchases with coupons and discounts.What happens as traffic increases? The chance of conversion increases.Turning a website visitor into a paying customer is called a conversion.One way a company tries to keep its customers is through loyalty programs.If a website is listed first by a search engine, its traffic will likely be high.They needed advice on how to generate site traffic and increase sales.transactionA transaction is an exchange of goods and services between a buyer and a seller.In China, it's popular for customers to use their digital wallets to make transactions. web analyticsWeb analytics refers to the collection and analysis of website data.It is used to analyze traffic and other data to provide a better user experience and increase transactions.For example, a company can analyze its traffic after a marketing campaign to see if it increased.An exchange of goods or services between a buyer and a seller is called a transaction.The collection and analysis of data is called analytics.In China,cash is being used less frequently in transactions due to alternative methods of payment.Successful digital marketers need a strong knowledge of analytics to increase website traffic.We used analytics to track the conversions from our latest marketing campaign.。
流利说商务英语Level6Unit2Part3（一）TypesofOutsourcing
流利说商务英语Level6Unit2Part3（一）TypesofOutsourcing流利说商务英语Level 6 Unit 2 Part 3(一) Types of Outsourcing Outsourcing is the shifting of a business's jobs, operations, or processes to a third party.This is typically done to reduce costs or improve efficiency.Free trade and globalization have led to a large increase in outsourcing to other countries.OffshoringOffshoring is the practice of basing a company's business processes in another country.This allows the company to produce goods cheaply and sell them back to its own country at a low price.For example, an American car company may manufacture its cars in Mexico.OnshoringOnshoring involves bringing an overseas operation back to the country it originated from.Companies may onshore an operation if the costs of an offshored operation increases or quality suffers.Onshoring improves communication and lowers management costs for businesses. What has let to an increase in an outsourcing? globalizationIf an American computer company wants to offshore, it may manufacture its components in Asia.Though AT&T is earning record profits, it continues to lay off workers and outsource jobs.From 2014 to 2016, six percent of companies employing more than 50 people offshored some of their business operations.Nike plans to use automation in onshore factories to speed up production process. The union called for a three-day strike, demanding an end to the outsourcing of jobs.Lenovo opened a manufacturing plant in 2012 to onshore its computer assembly operations.Call center and customer service jobs are considered as some of the most vulnerable to offshoring.Companies outsource their operations in order to reduce costs or improve efficiency. Business process outsoucing (BPO) Business process outsoucing involves outsourcing a business operation to a third party.By outsourcing certain functions, a company can allocate more resources to other operations.Through BPO, the company can also have access to technologies and resources that it otherwise wouldn't have.Information technology outsourcing (ITO)Companies can use IT outsourcing for network infrastructure, software development, and maintenance.To save money, a company may outsource its IT management by using a third party rather than its own IT team.However, ITO can put a company at risk since it may allow a third party to access the company's sensitive data.Knowledge Process Outsourcing (KPO)Knowledge processing is the process of creating and spreading information.KPO provides expert-level knowledge and analysis on complicated fields, such as legal services and market research.Industries such as R&D, business analysis, and financial consultancy may outsource positions to find knowledgeable, qualified experts.The outsourcing of a business operation to a third party is called business process outsourcing.What is a risk letting a third party handle sensitive data?The data security may be compromised.An example of KPO services includes consulting.Bringing an overseas operation back to the country it originated from onshoring Global figures show that by the end of 2017, 31% of all IT services were outsourced. The Philippines has established itself in the global KPO market as the leading destination.。
流利说商务英语Level6Unit2Part2（三）EvaluatingOnlineAds
流利说商务英语Level6Unit2Part2（三）EvaluatingOnlineAds流利说商务英语Level 6 Unit 2 Part 2（三）Evaluating Online Ads analytics platform 分析平台An analytics platform is a software that allows an advertiser to track the performance of its online advertisements.This software is able to monitor metrics such as how many times an ad was clicked or whether an ad led to a sale.Seeing how people engage with online ads allows companies to make their marketing strategies more targeted.Cost per Impression (CPI) 每印象成本(CPI)Cost per Impression refers to how much an advertiser pays each time an ad is displayed on a website.Advertisers must pay every time their ads appear on a platform, whether they are clicked or not.By tracking CPI, it's possible to see if the ad is getting a strong return on its investment.What can an advertiser do if its ads need more exposure? It can find a better publisher.If the CPI of an ad is a lot higher than expected, it may be because the ad doesn't get enough exposure.An analytics platform is able to monitor metrics such as how many times an ad was clicked or whether an ad led to a sale.Cost per Click (CPC) 每次点击成本Cost per Click refers to what an advertiser pays each time an ad is clicked by a potential customer.Cost per Click depends on the publisher.On search engines, companies will bid on keywords to use in ads, with certain words costing more money.But social media and other platforms typically charge a fixed price.Cost per Order (CPO) 每订单成本Cost per Order refers to the cost of advertising divided by the number of orders from customers.It is commonly used in online advertising to determine the effectiveness of a company's marketing.To reduce this cost, advertisers can either cut costs from their search budget or try to boost conversions.How can companies reduce Cost per Order? By increasing the conversion rate. Content sites and social media sites typically charge a fixed price per ad clicked.。
流利说商务英语 Level 6 Unit 2 Part 2(二) Making an Ad
流利说商务英语Level 6 Unit 2 Part 2(二) Making an AdadvertisersAdvertisers are businesses that pay money to create ads and show them to an audience.They own the product or service that is being advertised.Frequently, advertisers hire advertising agencies to design ads.They also pay publishers, like social media sites, to access advertising space and distribute ads.advertising agenciesAn advertising agency is a company that creates advertisements.It is also involved in marketing and branding strategies, such as logo design.Ad agencies are often hired to give a new perspective on how to promote a brand or product.Because ad agencies are independent from their clients' marketing teams, they often offer fresh and create ideas.publishersA publisher owns a platform that advertises a product or service.They earn money by selling ad space to advertisers.Examples of publishers include newspapers, websites, or apps like WeChat and Instagram.Advertisers often choose publishers to gain access to a particular audience or demographic.Who do advertisers do？They promote their goods or services through ads.An advertising agency is a company that is hired to develop ads and marketing strategies.accounts departmentIn an ad agency, the accounts department is responsible for managing client relations.It is made up of account executives and led by an account director.It meets with clients, listens to their feedback, and brings in new business.It also works with the creative department to make sure ads meet client needs.creative departmentThe creative department is responsible for ads, logos, and any other work produced by the agency.It is led by a creative director, and often consists of copywriters and designers.The creative department takes client feedback and tries to turn it into engaging ads or marketing campaigns.media planning departmentThe media planning department oversees the distribution of an ad or marketing campaign.It chooses a mix of media platforms to reach a target demographic.It is also responsible for analyzing data to track the performance of a campaign. What is the creative department responsible for? designing advertisements.Which department is responsible for designing the advertisements?The creative department.The creative department is responsible for designing the advertisement.。
流利说商务英语Level5 Unit2 Part2 A SWOT Analysis
流利说商务英语Level5 Unit2 Part2 A SWOT AnalysisA SWOT analysis is a way to evaluate a company’s position in a market.It identifies a company’s strengths, weaknesses, opportunities, and threats.A business may conduct a SWOT analysis to assess its performance or develop strategies.❖StrengthsA strengths is an advantage that a company has over its competitors.It is what a company excels at.Strengths can include effective management, strong brand equity, or positive company culture.A strength is an internal factor, which means a company has control over it.❖WeaknessesA weakness is an issue that prevents a company from performing at its best.It is an internal problem of the company.Weaknesses include debt, outdated technology, or high turnover.Companies need to address their weaknesses in order to stay competitive.❖OpportunitiesOpportunities are positive factors in a market.They are external, which means they exist outside of a company.Examples of opportunities include new technology or customer demographics.If a company identifies an opportunity early on, it can gain an advantage over its competitors.❖ThreatsA threat is an external factor that could harm a company.Examples of threats include economic downturn and increased competition. Companies cannot control threats, but they can respond to them.By anticipating a threat, a company can minimize its impact.In a nutshell, a SWOT analysis can help you pinpoint problems and develop relevant strategies.To understand what it could leverage and improve, the company conducted an internal analysis of its strengths and weaknesses.A company’s strengths are what it excels at and differentiate it from its competitors. Having strong brand equity is a strength because it means customer recognition.If a company is looking to attract new customers, a poor online presence can be a serious weakness.If a company can leverage an opportunity early on, it can establish a better market position.E-commerce is a threat to traditional retailers, who have been forced to change their business model to survive.A company can improve its market share by anticipating new opportunities and taking advantage of them.In China, many businesses consider the Spring Festival as an opportunity to sell more products.For many restaurants, the rise of healthy eating presents an opportunity to attract new customers by offering more balanced options.If they don’t react quickly to the threat of e-commerce, they will go out of business. More companies are investing in cybersecurity to minimize the threat of cyber-attacks.。
英语流利说Level 6 Unit 2 love lab学习笔记
英语流利说Level 6 Unit 2 ReadingLove labHow we communicate with our romantic partners can have a strong impact on the quality of our relationships. Psychologists John and Julie Gottman run the Love Lab, where thousands of couples have been studied over the last 30 years. The purpose of their research is to determine the factors that lead to happy and unhappy relationships. From their data, they have concluded that contempt, criticism, defensiveness, and stonewalling are the most significant factors that can hurt a marriage or relationship.Among these, contempt is the biggest predictor of divorce. People who feel contempt for their partner often convey disapproval without addressing the issue. They sometimes label their partner with insulting words such as “lazy””stupid”or”emotional”, which is particularly damaging.Many couples try to address issues by criticizing their partner’s flaws or mistakes directly. Being too direct with criticism can hurt your partner’s self-esteem. Some people may react to criticism by becoming defensive and focused on winning the argument, rather than on improving themselves. Others may react to criticism by stonewalling, where they refuse to acknowledge and respond to their partner for a period of time. Unfortunately, fighting back or ignoring your partnercan make it difficult to determine the root of your problems.If your partner feels that they aren’t valued, it may lead to increased dissatisfaction with the relationship.The Gottmans maintain that being aware of these factors in communication is the first step to improving a relationship. It is important to acknowledge that all relationships have issues. The goal shouldn’t be to avoid these issues, but to learn to resolve them. In particular, we should avoid communicating in ways that hurt our partner’s self-esteem. It is better to discuss problems in a way that is less confrontational and can better help your partner sympathize with your perspective. For example, rather than saying”Why are you ignoring me? It’s rude!” One could say “I feel hurt and undervalued when I don’t get a response from you.” By being conscious of how we communicate with our partner, we can begin to build a healthier relationship.Question1.The tone of this passage is --logical and insightful.2.What is the purpose of the Gottman’s research?- To identify characteristics of successful or unsuccessful relationships.3.Someone who is defensive in an argument will probably--- not admit fault.To confront something means--- to face it.4.What is the biggest predictor of divorce?---Among these, contempt is the biggest predictor of divorce.5.What might make it difficult to find out the cause of your relationship problems? -- Unfortunately, fighting back or ignoring your partner can make it difficult to determine the root of your problems.6. Being too direct with criticism can hurt your partner’s self-esteem. Some people may react to criticism by becoming defensive and focused on winning the argument, rather than on improving themselves.7.Others may respond to criticism by stonewalling, where they refuse to acknowledge and respond to their partner for a period of time. Unfortunately, fighting back or ignoring your partner can make it difficult to determine the root of your problems. If your partner feels that they aren’t valued, it may lead to increased marital dissatisfaction with the relationship.8.Some people may react to criticism by becoming defensive and focused on winning the argument, rather than on improving themselves. Others may react to criticism by stonewalling, where they refuse to acknowledge and respond to their partner for a period of time. Unfortunately, fighting back or ignoring your partner can make it difficult to determine the root of your problems.9.Repeat the sentencesI It is important to acknowledge that all relationships have issues.Among these, contempt is the biggest predictor of divorce. Stonewalling your partner can make them feel like they aren’t valued.10.Read the sentencesThey used data from observing thousands of couples to determine the factors that lead to unhappy relationships.How we communicate with our romantic partners can have a strong impact on the quality of our relationships.。
英语流利说(全) Level 2 Unit 2 Part 2
L2-U2-P2-1 Listening: At SchoolThis is Lisa's daily schedule.She goes to school five days a week.She gets up at 6:30.She gets dressed between 6:30 and 6:40.When does she get up? -She gets up at 6:30.She gets dressed between 6:30 and 6:40.At 6:45 she eats breakfast.After breakfast she brushes her teeth.She leaves for school at 7:00.When does she leave for school?-She leaves for school at 7:00.After breakfast she brushes her teeth.After breakfast she brushes her teeth.She goes to school five days a week.What does she do after she eats breakfast?–She brushes her teeth.It takes between 40 and 50 minutes to go to school.Sometimes she takes the subway.Sometimes she takes a bus.She usually gets to school around 7:45.Her first class begins at 8:00.When does her first class begin?-Her first class begins at 8:00.How does she get to school?-She takes subway or a bus to school.It takes between 40 and 50 minutes to go to school.How long does it take her to go school?-It takes between 40 and 50 minutes.At 12:00 she has lunch with her friends.After lunch she has classes until 2:50.She leaves school around 3:00.What does she do after lunch?-After lunch she has classes until 2:50.When does she leave school? -She leaves school around 3:00.After lunch she has classes until 2:50.She usually gets to school around 7:45.When do her classes end?–She has classes until 2:50.L2-U2-P2-2 Listening: After SchoolAfter school she goes home.She usually gets home around 3:45.When she gets home, she cleans her room.What does she do after school?-After school she goes home.What does she do when she gets home?-When she gets home, she cleans her room.Then, at 4:00, she sits down at the piano and begins to practice.She usually practices for about 45 minutes, until around 4:45.But sometimes she practices for an hour.After practicing, she does some homework.She does homework until dinner time, which is at 6:00.When does she begin to practice the piano?-She begins to practice piano at 4:00. What does she do before dinner time? -She does homework until dinner time, which is at 6:00.Then, at 4:00, she sits down at the piano and begins to practice.When she gets home, she cleans her room.But sometimes she practices for an hour.After practicing, she does some homework.How long does she usually practice?–for about 45 minutes.After dinner, she washes the dishes.Then she goes to her room and starts doing her homework.From 7:00 until around 9:00, she does her homework.She also talks with her friends on the phone.Sometimes they work on their homework together.What does she do after dinner?-After dinner, she washes the dishes.Besides homework, what does she do?-She also talks with her friends on the phone. Then she goes to her room and starts doing her homework.What does she do from 7:00 until around 9:00?–does her homework.Sometimes she has a lot of homework.On those nights she does homework until 9:30 or later.After finishing her homework, she likes to read.Lisa loves to read good books in bed.She usually reads until around 10:30.What does she like to do after finishing her homework?-After finishing her homework, she likes to read.What does she love to do?-Lisa loves to read good books in bed.On those nights she does homework until 9:30 or later.She also talks with her friends on the phone.Sometimes they work on their homework together.Then she goes to her room and starts doing her homework.Until when does she usually read?–around 10:30.She usually goes to bed between 10:00 and 10:45.Sometimes she goes to sleep right away.Sometimes she can't sleep, so she listens to some piano music.She's usually sleeping by 11:00.When does she usually go to bed?-She usually goes to bed between 10:00 and 10:45.What does she do when she can't sleep?-She listens to some piano music.She usually goes to bed between 10:00 and 10:45.Sometimes she goes to sleep right away.What does she do when she can't sleep?What is she usually doing by 11:00?L2-U2-P2-3 Vocabulary: Jobs & Placesa bus driver: A bus driver drives a bus.a fisherman: A fisherman catches fish.policemen: Policemen catch people who drive too fast.a farmer: A farmer grows food such as rice and tomatoes.a thief: A thief steals things such as purses and wallet.business people: Businesspeople often work in office buildings.Who catches fish?-A fisherman catches fish.A fisherman catches fish.What do policemen do? -Policemen catch people who drive too fast.Policemen catch people who drive too fast.Who works in an office building?-Businesspeople often work in office buildings. Businesspeople often work in office buildings.Businesspeople often work in office buildings.Policemen catch people who drive too fast.a coffee shop: You can have coffee and some food in a coffee shop.a cinema: You can see a movie in a cinema.a department store: You can buy clothes and many other things in a department store.a supermarket: You can buy food, toothpaste and shampoo in a supermarket.a stadium: You can watch sports in a stadium.Where can you have coffee and some food?-You can have coffee and some food in a coffee shop.You can have coffee and some food in a coffee shop.Where can you watch sports?-Many people go to a stadium to watch sports like football.Where can you see a movie?-You can see a movie in a cinema.You can see a movie in a cinema.You can see a movie in a cinema.You can buy clothes and many other things in a department store.L2-U2-P2-4 Vocabulary: Daily Actionswake up: She's waking up.get dressed: He's getting dressed.brush teeth: She's brushing her teeth.take a shower: He's taking a shower.eating breakfast: She's eating breakfast.Who is brushing her teeth?-She's brushing her teeth.What is she doing?-She's brushing her teeth.Who is taking a shower? -He's taking a shower.What is she doing?-She's eating breakfast.Who is getting dressed?-He's getting dressed.She's brushing her teeth.She's eating breakfast.L2-U2-P2-5 Dialogue: InvitationTom: Good morning, Lisa.Lisa: Good morning, Tom.Tom: What are you doing today?Lisa: Nothing, it's Saturday, so I'm just staying home. Why?Tom: I feel like seeing a movie. Why don't we go to the cinema this afternoon?What day of the week is it?-It's Saturday.What is she doing today?–She’s just staying home.Lisa: A movie?Tom: Sure, there are several movies shown at the cinema. I can get tickets on-line. Lisa: I don't know, maybe.Tom: If the movies aren't good, we can do something else.Lisa: Like what? It's cold and it might rain.Tom: We can go to the mall and get a pizza.Where can he get tickets for the cinema?-I can get tickets on-line.What can they do if the movies aren’t good?–They can go to the mall and get a pizza. What’s the weather like?–It’s cold and it mig ht rain.Lisa: OK, I'll ask my mom and call you back.Tom: Great, I hope your mom says OK.Lisa: Yes, me too, bye, Tom.Lisa: Tom.Tom: Hi, Lisa.Lisa: Sorry, but I can't go. My mom wants me to stay at home.Tom: Why does she want you to stay at home?Lisa: She wants me to finish my homework.Tom: That's too bad.What does her mother want her to do?-Her mother wants her to stay at home.I can get tickets on-line.I feel like seeing a movie.She's staying home.If the movies aren't good, we can do something else.Why does her mother want her to stay at home? –She wants Lisa to finish her homework.Lisa: Sorry, maybe we can see a movie next week, OK?Tom: Sure, next week would be fine. Anyway, have a good day.Lisa: Thanks, Tom. You too.Sorry, but I can't go.That's too bad.She wants me to finish my homework.My mom wants me to stay at home.L2-U2-P2-6 Letters & Numbers: Letters, Times & Numberspl: plus plantpr: practice pricetr: a triangle a trainsk: a skirt the skysp: speak sportsst: stop starspl uspr acticea t rianglea s kirtsp eaka c rowSunday is the last day of the week.Tuesday is the second day of the week.If today is Monday tomorrow is Tuesday.If today is Thursday the day before yesterday was Tuesday. One minute is sixty seconds.Thirty minutes is half an hour.6:30 (Six thirty is half past six.)6:45 (Six forty-five is a quarter to seven.)January is the first month of the year.February is the second month of the year.0.1 = 1/10 (Zero point one equals one tenth.)0.001 = 1/1000 (Zero point zero zero one equals one one thousandth.)1000000 (one million)350,000 (three hundred fifty thousand)What is the first day of the week? -Monday is first day of the week.What is the second month of the year?-February is the second month of the year. an hour and a half (90 minutes)What month comes after March and before May?-April is between March and May. 10,500,000 (ten million five hundred thousand)1,550 (one thousand five hundred fifty)250,000 (a quarter of a million)60 secondsa quarter of an hour (A quarter of an hour is 15minutes.)one point five (1.5)。
流利说商务英语level6unit2part1(CSR)
Lesson1 CSR terminologyCorporate society responsibilityCorporate social responsibility, or CSR, is the idea that companies should help the society and environment.Through CSR programs, businesses can contribute to society while also boosting their own images.Depending on the company, CSR can take on many forms, like philanthropic giving. PhilanthropyPhilanthropy is when a corporate donates money to a cause or organization that helps people.Corporate philanthropy is the common approach to CSR.Typical forms of corporate philanthropy include monetary donations and aid given to non-profit organizations and deprived communities.For example, PepsiCo has a program called food for good, which donates healthy meals to children.Hallo effectThe hallo effect is the favorable perception people have of a company.If a company has hallo effect, customers will overlook negative aspects in favor of its positive ones.When a company engages in CSR, it can create an hallo effect for itself.This can improve customer loyalty and give a company reputation for social responsibility. Triple bottom lineThe triple bottom line refers to people, planet and profit.Companies engage in CSR because they believe the well-being of the people, the planet and the company are interrelated.PeoplePeople refers to the human capital bottom line.It calls for fair labor practices and beneficial business practices toward the community where the business operates.PlanetPlanet is the environmental bottom line.It calls for sustainable environmental practice as well as reversing the damage done to the environment.Profit is the economic bottom line.It refers to the economic value created by the organization.Lesson 2 Corporate philanthropyCSR as corporate philanthropyPhilanthropy is a common CSR initiative for many corporations.Many corporations provide charities and non-organizations with financial aid.This aid is given to many different areas including social welfare, the art and education. Case study: Coca-ColaIn 2013, a devastating earthquake struck Ya’an Sichuan.Following the disaster, Coca-cala mobilized its resources across Sichuan and Chongqing to provide relief.They increased the production of bottle to water and shipped it to the affected area.In addition, the company donated 8,000,000 yuan to the China women development foundation.The goal was to provide aid to women who were affected in the earthquake.Through these CSR initiatives, Coca-Cola greatly improved its brand image and long term profitability.Case study: PNC’s Grow up GreatA nother example of corporate philanthropy is the PNC’s financial service Grow Up Great program.The program provides resources to the unfounded schools in the areas where PNC operates.These resources include lesson plans, digital storybooks and learning materials.The goal of the program is the set disadvantaged students on the path to success in the school and life.After its founding in 2004, the program has used 137 million dollars in grant to serve 1.4 million children.T hese CSR activities not only benefit many children but also improve PNC’s profit performance, customer relationship and community engagement.Case study: GoogleGoogle is a prime example of a company that engages in corporate philanthropy.It have donated money and resources to several programs which are involved in helping communities around the world.Google have donated thousands of Raspberry Pi computers to children around world to support computer science education.In the program Code for American, it annually donates 3 million dollars to help develop civic technological solutions.Lesson 3 Value creationCSR as creating shared valueSome CSR is geared towards creating shared value, or CSV.A company creates shared value by addressing a social need while simultaneously boosting its revenue.The premise behind the CSV is that the well-being of a company and society depend on each other.Case study: TeslaOne way to create share values is reconceiving products and markets to meet social needs. Tesla, for example, designs electric vehicles, batteries, and solar panels to address the ecological concerns of society.By doing this, it also expands the market for automotive and energy solution businesses.T esla’s CSR efforts both benefit the society and increase it economic value.Case study: IKEAProducts can also create shared value by redefining productivity in the value chain. Creating shared value can address societal problems while reducing economic costs in a firm’s value chain.For example, IKEA commits to eliminating waste across its value chain by prevention, reduction, reusing and recycling.This can reduce production costs as well as environmental degradation.In 2017, more than 30,000 members joined its loyalty program every day.As a result, its total retail sales increased by 3.8%, reaching 36.3 billion euro.Cast study: NestleCompanies can create shared value by developing the communities they work in.Nestle did this when it change how it obtained its coffee beans.Previously, it obtained its beans from industrial farmers.Later, it started working closely with small farmers in poor areas.Nestle provided the farms with fertilizers, pesticides, and farming advice.It also began to pay the farmers a premium for better quality beans.The result was an increase in income for the farmers while providing Nestle with a higher quality of coffee beans.Lesson 4 Manifestations of CSRSponsorshipSponsorship is money given by a company to support a person or an organization.A company can sponsor events to show its commitment to improving society.For example GasTerra, a green gas company, sponsors Walk for Life, an event which raises money for cancer research in young adults.Disease preventionCSR efforts also include disease prevention.Companies may focus on food safety, dental health, vaccines, and immunization.For example, to improve food safety, a food company may use cleaner ingredients and production methods.Environmental initiativeEnvironmental initiatives are activities that promote environment awareness and sustainability.Sustainability efforts can help companies reduce pollution and energy consumption.A nd other philanthropic activities can also improve the company’s public perception. Ethical labor practiceEthical labor practices refer to fair treatment of employees.They also focus on improving the labor practice of other companies around the world. For example, IKEA has done this by fighting against child labor in the supply chain.。
商务英语6级
商务英语6级Introduction:In the realm of international business, proficiency in English is paramount. The Business English Level 6 (BEL6) isa benchmark that signifies a high level of English language skills tailored for professionals. This paper aims to explore the components of BEL6, its importance in the corporate world, and the pathways to achieving this level.Importance of BEL6 in the Corporate World:1. Communication: BEL6 ensures that professionals can communicate effectively in multinational environments, facilitating smoother business operations and negotiations.2. Leadership: Aspiring leaders need to convey theirvision and strategies clearly, and BEL6 equips them with the language skills to do so.3. Documentation: High-level business documentation, such as contracts and reports, requires a nuanced understanding of English, which BEL6 provides.4. Networking: The ability to network effectively at an international level is crucial for business growth, and BEL6 enhances this capability.5. Problem-Solving: BEL6 enables professionals to discuss complex issues and collaborate on solutions in a global context.Pathways to Achieving BEL6:1. Educational Programs: Enrolling in specialized BEL6 courses offered by reputable institutions can provide structured learning and assessment.2. Certifications: Obtaining certifications like the Cambridge Business English Certificate (BEC) at the highest level can be indicative of BEL6 proficiency.3. Immersive Experiences: Engaging in immersive English-speaking environments, such as living or working in anEnglish-speaking country, can significantly improve language skills.4. Continuous Practice: Regular practice through speaking, writing, and reading business materials in English isessential for maintaining and improving proficiency.5. Professional Development: Participating in workshops, seminars, and conferences focused on business English canoffer targeted skill enhancement.Conclusion:Attaining Business English Level 6 is a significant milestone for professionals looking to excel in the globalmarketplace. It opens doors to better communication, leadership opportunities, and the ability to navigate complex business scenarios with confidence. With the right approach and commitment, achieving BEL6 can be a rewarding journeythat reaps long-term benefits for one's career in international business.This document is structured to provide a clear and concise overview of the Business English Level 6, its significance, and the methods to achieve it. The language is formal and appropriate for a business context, and the layout is clean and professional to enhance readability.。
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Lesson 1 Advertising methodAdvertisers use many different strategies to reach consumers. Here are some of the most common ones.Product demonstrationsIn a product demonstration, potential customers are shown how a product works. Because they can see a product being used in person, they may be more likely to buy it.Traditionally, product demonstrations have been held by salespeople in physical stores. Nowadays, brands also use online channels, such as social media.Word-of-mouthWord-of-mouth refers to when customers tell other people about a brand or product they like.When people are satisfied with a product, word-of-mouth may happen naturally.But companies can also encourage it by rewarding customers.For example, some companies give customers discounts if they recommend a product to a friend.Product placementProduct placement is a practice in which a brand pays to feature its products in movies or TV shows.For example, if a character in a television show is drinking a brand of soda, that soda is likely a product placement.While product placement is initially very expensive, it can result in a large increase in sales or brand exposure.Digital advertisingDigital advertising refers to any form of advertising or marketing that appears online.It commonly includes social media, email, and search engine marketing.Digital advertising allows companies to leverage analytics platforms to gather sophisticated data from users.Lesson 2 Making an adAdvertisersAdvertisers are businesses that pay money to create ads and show them to an audience. They own the product or service that is being advertised.Frequently, advertisers hire advertising agencies to design ads.They also pay publishers, like social media sites, to access advertising space and distribute ads.Advertising agenciesAn advertising agency is a company that creates advertisements.It is also involved in marketing and branding strategies, such as logo design.Ad agencies are often hired to give a new perspective on how to promote a brand or product. Because ad agencies are independent from their clients' marketing teams, they often offer fresh and creative ideas.PublishersA publisher owns a platform that advertises a product or service.They earn money by selling ad space to advertisers.Examples of publishers include newspapers, websites, or apps like WeChat and Instagram. Advertisers often choose publishers to gain access to a particular audience or demographic. Accounts departmentIn an ad agency, the accounts department is responsible for managing client relations.It is made up of account executives and led by an account director.It meets with clients, listens to their feedback, and brings in new business.It also works with the creative department to make sure ads meet client needs.Creative departmentThe creative department is responsible for ads, logos, and any other work produced by the agency.It is led by a creative director, and often consists of copywriters and designers.The creative department takes client feedback and tries to turn it into engaging ads or marketing campaigns.Media planning departmentThe media planning department oversees the distribution of an ad or marketing campaign. It chooses a mix of media platforms to reach a target demographic.It is also responsible for analyzing data to track the performance of a campaign.Lesson 3 evaluating an online adAnalytics platformAn analytics platform is a software that allows an advertiser to track the performance of its online advertisements.This software is able to monitor metrics such as how many times an ad was clicked or whether an ad led to a sale.Seeing how people engage with online ads allows companies to make their marketing strategies more targeted.Cost per Impression(CPI)Cost per Impression refers to how much an advertiser pays each time an ad is displayed on a website.Advertisers must pay every time their ads appear on a platform, whether they are clicked or not.By tracking CPI, it's possible to see if the ad is getting a strong return on its investment. Cost per Click (CPC)Cost per Click refers to what an advertiser pays each time an ad is clicked by a potential customer.Cost per Click depends on the publisher.On search engines, companies will bid on keywords to use in ads, with certain words costing more money.But social media and other platforms typically charge a fixed price.Cost per Order (CPO)Cost per Order refers to the cost of advertising divided by the number of orders from customers.It is commonly used in online advertising to determine the effectiveness of a company'smarketing.To reduce this cost, advertisers can either cut costs from their search budget or try to boost conversions.Lesson 4 Qualities of Good AdsEvery advertisement should contain certain qualities.Here are some qualities of good ads.MemorableA memorable ad is easy to remember, because it is special or unusual.Even if an ad is strange, as long as customers can remember it , they are more likely to buy from the company.Advertisers use music, design and interesting stories to try to make their ads memorable. PersuasiveA persuasive ad give a strong and effective reason for why customers should buy a product or service.For example, a make up advertisement may try to persuade customers by saying using the make-up will give them more confidence.Advertisers invest heavily in market research in order to understand how to persuade their target market.EntertainingAn entertaining ad uses humor to make the audience laugh.An example of entertaining ad would be a talking dog discussing its favorite brand of dog food.The more entertaining an ad is, the more likely it is to go viral, which helps to build awareness of a brand.InspiringAn inspiring ad uplifts and energizes its audiences.For example, a famous athlete or CEO may appear in as ad to deliver an inspiring message to the audience.This inspiration can create the mindset that the audience will excel in a certain area after purchasing the product.TouchingA touching ad connects with audiences through feelings of happiness, hope or sympathy. For example, a father who doesn’t have any money saves up a month to buy her daughter a doll she really wants for Christmas.Watching the father do everything he can to make his daughter happy may be very touching.Touching ads help businesses close a deal if they can capture customers’ minds and hearts.。