新编商务英语综合教程第二版Unit 1
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a. What advertising is.
b. What advertising strategy is..
c. The aim of advertising strategies.
√d. Successful advertising strategies.
Unit 1 Advertisement
➢ prospect: someone who is likely to be a future customer / client 潜在客户
➢ well-versed: knowing a lot about something 精通的
Unit 1 Advertisement
I. Listen to Passage I for the first time and then write out questions, if there are any, about the part(s) you fail to understand. If you have no questions, just move on to Exercise II.
A. the company is not the market leader but its brand is superior to a leader’s
B. the company is not the market leader and its brand is inferior to a leader’s
➢ conventional: (a method or product) usually used or in use for a long time 传统的（方法或产品等）
➢ lure: to trick people into a particular place or to trick them into doing something that they should not do 引诱
D. to develop a powerful advertising strategy
Unit 1 Advertisement
4. Which advertisement aim is to stimulate repeated purchase?
A. Informative advertisement. B. Persuasive advertisement.
or discuss to decide whether it is true 主张，观点
Unit 1 Advertisement
➢ outrageous: unacceptable or shocking 令人无法接受的； 令人震惊的
➢ emission: the release of something such as gas or radiation into the atmosphere 排放
trigger, reach, efficiency, spin, endeavor; II. locate,
stature, roster, hamper, stringent, boost, reign, supreme,
defection, skyrocket.
— Phrases: I. be accustomed to, be unheard of, coincide
Exchange
2. Language Focus（内容重点）
Stock Exchange
— Key Words: I. inclination, govern, tag, advent,
commodity, popularity, association, blossom, abolition,
tariff, accelerate, high-volume, disseminate, speculation,
3. Communicative Skills（交际技能） — Expressions: Stressing and decisions-making — Reading: Newspaper articles
4. 专项用法（Special Use）: Troublesome verbs and nouns
Unit 1 Advertisement
Lead-in
Listening Comprehension Tasks Exercise I Exercise II Exercise III Exercise IV
Spot Dictation
Unit 1 Advertisement
Difficult Words and Expressions
➢ slide: a small piece of photographic film which you project onto a screen so that you can see the picture 幻灯片
➢ conviction: a strong belief or opinion坚定的信念 ➢ constitute: to form or compose 组成，构成 ➢ copywriter: a person whose job is to write the texts for
C. the company is the market leader and its brand usage is high
√D. the company is the market leader but its brand usage is low
Unit 1 Advertisement
Passage I Advertising is a main process which makes goods or services popular. We can also say that advertising is a technique of influencing the minds. Different media can be used for advertising purpose, for example, radio, TV, newspapers, magazines, agents, gift scheme, posters, and cinema slides, etc. But the basic idea behind all these media is how to promote goods or services. And a proper strategy is needed for positive results. Expenditures on advertisement are considered as profitable investment. Organizations handle advertisement in a number of ways. In small companies advertisement is handled by someone in the marketing department or sales department who works with an advertising agency, but a large company will often set up its own advertising department whose manager reports to vice president of marketing. The advertising job is to propose a budget, develop a powerful advertising strategy, and approve ads and campaigns. Advertising strategy can be classified according to whether its aim is to inform, persuade, remind or reinforce.
with, log on to; II.. in pursuit of, boast of, on the floor of,
take sth in stride.
Unit 1 Advertisement
— Useful Structures: over… years, … put … spin on at the expense of no wonder
Unit 1 Advertisement
1 Teaching Aim 2 Lead-in 3 Reading I 4 Reading II 5 Extended Activities
Unit 1 Advertisement
Teaching Aim
1. Cognitive Information（认知信息）: History of the
Unit 1 Advertisement
3. The advertising job is to do all the following EXCEPT .
A. to propose a budget B. to approve ads and campaigns
√C. to determine the goods to be produced
Unit 1 Advertisement
Informative advertising aims to create awareness and knowledge of new products or services, or new features of advertised products or services.
Unit 1 Advertisement
II. Listen to Passage Ⅰ for the second time with your focus on the questions you have raised (if there are any) and then choose the only one right answer to the questions below. You can take notes while listening. 1. What is the passage mainly about?
advertisements广告文字撰写人 ➢ graphic: a drawing or a picture that is composed by using
simple lines and sometimes strong colors 图形 ➢ proposition: a statement or an idea that people can consider
Persuasive advertising aims to create liking, preferences, conviction and purchase of products or services.
2. What is advertising according to the passage?
A. It is a process to sell goods or services.
√B. It is a technique of promoting goods or services.
C. It is a technique of using media. D. It is a strategy to get positive results.
√C. Reminder advertisement.
D. Reinforcement advertisement.
Unit 1 AdБайду номын сангаасertisement
5. A company should use a strategy to stimulate more usage of its products or services if
b. What advertising strategy is..
c. The aim of advertising strategies.
√d. Successful advertising strategies.
Unit 1 Advertisement
➢ prospect: someone who is likely to be a future customer / client 潜在客户
➢ well-versed: knowing a lot about something 精通的
Unit 1 Advertisement
I. Listen to Passage I for the first time and then write out questions, if there are any, about the part(s) you fail to understand. If you have no questions, just move on to Exercise II.
A. the company is not the market leader but its brand is superior to a leader’s
B. the company is not the market leader and its brand is inferior to a leader’s
➢ conventional: (a method or product) usually used or in use for a long time 传统的（方法或产品等）
➢ lure: to trick people into a particular place or to trick them into doing something that they should not do 引诱
D. to develop a powerful advertising strategy
Unit 1 Advertisement
4. Which advertisement aim is to stimulate repeated purchase?
A. Informative advertisement. B. Persuasive advertisement.
or discuss to decide whether it is true 主张，观点
Unit 1 Advertisement
➢ outrageous: unacceptable or shocking 令人无法接受的； 令人震惊的
➢ emission: the release of something such as gas or radiation into the atmosphere 排放
trigger, reach, efficiency, spin, endeavor; II. locate,
stature, roster, hamper, stringent, boost, reign, supreme,
defection, skyrocket.
— Phrases: I. be accustomed to, be unheard of, coincide
Exchange
2. Language Focus（内容重点）
Stock Exchange
— Key Words: I. inclination, govern, tag, advent,
commodity, popularity, association, blossom, abolition,
tariff, accelerate, high-volume, disseminate, speculation,
3. Communicative Skills（交际技能） — Expressions: Stressing and decisions-making — Reading: Newspaper articles
4. 专项用法（Special Use）: Troublesome verbs and nouns
Unit 1 Advertisement
Lead-in
Listening Comprehension Tasks Exercise I Exercise II Exercise III Exercise IV
Spot Dictation
Unit 1 Advertisement
Difficult Words and Expressions
➢ slide: a small piece of photographic film which you project onto a screen so that you can see the picture 幻灯片
➢ conviction: a strong belief or opinion坚定的信念 ➢ constitute: to form or compose 组成，构成 ➢ copywriter: a person whose job is to write the texts for
C. the company is the market leader and its brand usage is high
√D. the company is the market leader but its brand usage is low
Unit 1 Advertisement
Passage I Advertising is a main process which makes goods or services popular. We can also say that advertising is a technique of influencing the minds. Different media can be used for advertising purpose, for example, radio, TV, newspapers, magazines, agents, gift scheme, posters, and cinema slides, etc. But the basic idea behind all these media is how to promote goods or services. And a proper strategy is needed for positive results. Expenditures on advertisement are considered as profitable investment. Organizations handle advertisement in a number of ways. In small companies advertisement is handled by someone in the marketing department or sales department who works with an advertising agency, but a large company will often set up its own advertising department whose manager reports to vice president of marketing. The advertising job is to propose a budget, develop a powerful advertising strategy, and approve ads and campaigns. Advertising strategy can be classified according to whether its aim is to inform, persuade, remind or reinforce.
with, log on to; II.. in pursuit of, boast of, on the floor of,
take sth in stride.
Unit 1 Advertisement
— Useful Structures: over… years, … put … spin on at the expense of no wonder
Unit 1 Advertisement
1 Teaching Aim 2 Lead-in 3 Reading I 4 Reading II 5 Extended Activities
Unit 1 Advertisement
Teaching Aim
1. Cognitive Information（认知信息）: History of the
Unit 1 Advertisement
3. The advertising job is to do all the following EXCEPT .
A. to propose a budget B. to approve ads and campaigns
√C. to determine the goods to be produced
Unit 1 Advertisement
Informative advertising aims to create awareness and knowledge of new products or services, or new features of advertised products or services.
Unit 1 Advertisement
II. Listen to Passage Ⅰ for the second time with your focus on the questions you have raised (if there are any) and then choose the only one right answer to the questions below. You can take notes while listening. 1. What is the passage mainly about?
advertisements广告文字撰写人 ➢ graphic: a drawing or a picture that is composed by using
simple lines and sometimes strong colors 图形 ➢ proposition: a statement or an idea that people can consider
Persuasive advertising aims to create liking, preferences, conviction and purchase of products or services.
2. What is advertising according to the passage?
A. It is a process to sell goods or services.
√B. It is a technique of promoting goods or services.
C. It is a technique of using media. D. It is a strategy to get positive results.
√C. Reminder advertisement.
D. Reinforcement advertisement.
Unit 1 AdБайду номын сангаасertisement
5. A company should use a strategy to stimulate more usage of its products or services if