新编剑桥商务英语Unit-4 (2)优选全文
合集下载
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
4. The speaker __________. A. thinks email can be effective. B. is doubtful about using email. C. never sends marketing emails.
5. It’s a good idea to ________. A. give free samples away at the beginning. B. make the website free to visit. C. offer something free to encourage people to return.
ads/ public LED screen/ booth/ parade/ movable exhibit vehicle etc.
Vocabulary: Types of advertising
word of mouth mailshots TV commercials spam banners newspaper adverts brochures sample
Listening script
Speaker: Imagine you have a new product or a new service and you want the world to know about it. One way would be to write the advertisement onto ten or a hundred or a thousand pieces of paper and drop them from the sky over your town or city. Someone on the ground might pick one up and read it. Maybe two or three people. On the other hand the wind might blow them away.
• What’s the product or company? • Who will most likely be interested
in the ad? • In what way is it advertised? • What’s the purpose of each ad?
Types of Advertising
1. Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention? - use search engines to put your name at the top of the listings •- get links on other sites •- through a site review •- get free advertising
1. Pizza delivery firms often do _m__a_il_s_h_o_ts_ in the local area. It’s cheap but lots of people probably throw the leaflet away.
2. _T_V__c_o_m_m__e_rc_i_a_ls__ reach millions of people but they are so expensive.
•- have a memorable domain name
•- email campaigns (spam)
•- send out a monthly newsletter
•- have competitions or give something for free
•- keep a file of your visitors
6. I suppose it’s good if you’re looking for a job locally and _n_e_w_s_p_a_p_e_r_a_d_v_e_r_t_s_ are relatively cheap.
7. I’m not sure about _b_a_n_n_e_r_s__. When I visit a website, I don’t think I even notice them.
Now imagine doing the same thing but this time throwing them into the air with adverts for every other product or service in the world. You probably wouldn’t do it, would you? Well, unfortunately, that;s what it’s like to advertise on the Internet.
Module 4
4.1 tising
Types of advertising
A
Vocabulary
B
Advertising on the web
Listening
A short
C
presentation Speaking
D
Advertising standards
Reading
Types of Advertising
3. Spend plenty of time on _______. A. promoting others on your site. B. creating links to increase traffic. C. recommending your product on other sites.
2. His first piece of advice is to ________. A. make sure people find you on the search engine. B. make sure people visit the search engine. C. set up a search engine.
From the perspective of their purpose: • Non-commercial ads (public service ads) • Commercial ads
From the perspective of their approaches: • Billboard ads/ paper ads/ radio/ internet
3. I tend to listen to my friends’ recommendations more than anything else so __w__o_rd__o_f_m__o_u_t_h__ is probably the most effective.
4. People use b_r_o_c_h_u_r_e_s_ less and less because they can just go online if they want to find out what’s available. 5. It’s great when you get a frees_a_m_p_l_e because you can really see what it’s like.
Trying to make your product, service or website known to the rest of the Internet community can be very, very frustrating. Not only making it known, but getting visitors to actually visit the site can seem impossible. But there are ways to overcome the impossible when advertising on the Internet, as long as you follow three rules.
8. It used to irritate me but my new anti-virus software seems to block any _s_p_a_m__ from my inbox.
Work in pairs. Think of one more advantage or disadvantage for each type of advertising in exercise 2. Think about issues such as:
2. Listen again and choose the best ending A, B or C for each sentence 1 – 5.
1. The speaker compares throwing adverts into the air to _______. A. Internet advertising. B. wasting money on advertising. C. advertising with leaflets.
AIDMA: • Attention • Interest • Desire • Memory • Action
----Association of National Advertising 美国广告协会
---- By E.S. Lewis
Listening: Advertising on the web
1) cost
2) location
3) number of people who see it
4) how long they see it for
Think about it What makes a good ad?
ACCA: • Awareness • Comprehension • Conviction • Action
My second rule is that it’s a good idea to spend some useful time and effort on getting your links on other sites. This is an excellent, though very timeconsuming way to increase visitors. You can do this by sharing links with other companies, so they have a link on your site and you put one on theirs. Or perhaps through a site review which recommends your products. Also remember that the more links you have elsewhere, the more likely people are to find you through a search engine.
So, rule number one, the first thing is to remember that people use search engines. So whenever someone types in a keyword linked to your business, your site needs to appear in the top 50 or so listings in all of the major search engines. Any lower and no one will ever find you.
5. It’s a good idea to ________. A. give free samples away at the beginning. B. make the website free to visit. C. offer something free to encourage people to return.
ads/ public LED screen/ booth/ parade/ movable exhibit vehicle etc.
Vocabulary: Types of advertising
word of mouth mailshots TV commercials spam banners newspaper adverts brochures sample
Listening script
Speaker: Imagine you have a new product or a new service and you want the world to know about it. One way would be to write the advertisement onto ten or a hundred or a thousand pieces of paper and drop them from the sky over your town or city. Someone on the ground might pick one up and read it. Maybe two or three people. On the other hand the wind might blow them away.
• What’s the product or company? • Who will most likely be interested
in the ad? • In what way is it advertised? • What’s the purpose of each ad?
Types of Advertising
1. Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention? - use search engines to put your name at the top of the listings •- get links on other sites •- through a site review •- get free advertising
1. Pizza delivery firms often do _m__a_il_s_h_o_ts_ in the local area. It’s cheap but lots of people probably throw the leaflet away.
2. _T_V__c_o_m_m__e_rc_i_a_ls__ reach millions of people but they are so expensive.
•- have a memorable domain name
•- email campaigns (spam)
•- send out a monthly newsletter
•- have competitions or give something for free
•- keep a file of your visitors
6. I suppose it’s good if you’re looking for a job locally and _n_e_w_s_p_a_p_e_r_a_d_v_e_r_t_s_ are relatively cheap.
7. I’m not sure about _b_a_n_n_e_r_s__. When I visit a website, I don’t think I even notice them.
Now imagine doing the same thing but this time throwing them into the air with adverts for every other product or service in the world. You probably wouldn’t do it, would you? Well, unfortunately, that;s what it’s like to advertise on the Internet.
Module 4
4.1 tising
Types of advertising
A
Vocabulary
B
Advertising on the web
Listening
A short
C
presentation Speaking
D
Advertising standards
Reading
Types of Advertising
3. Spend plenty of time on _______. A. promoting others on your site. B. creating links to increase traffic. C. recommending your product on other sites.
2. His first piece of advice is to ________. A. make sure people find you on the search engine. B. make sure people visit the search engine. C. set up a search engine.
From the perspective of their purpose: • Non-commercial ads (public service ads) • Commercial ads
From the perspective of their approaches: • Billboard ads/ paper ads/ radio/ internet
3. I tend to listen to my friends’ recommendations more than anything else so __w__o_rd__o_f_m__o_u_t_h__ is probably the most effective.
4. People use b_r_o_c_h_u_r_e_s_ less and less because they can just go online if they want to find out what’s available. 5. It’s great when you get a frees_a_m_p_l_e because you can really see what it’s like.
Trying to make your product, service or website known to the rest of the Internet community can be very, very frustrating. Not only making it known, but getting visitors to actually visit the site can seem impossible. But there are ways to overcome the impossible when advertising on the Internet, as long as you follow three rules.
8. It used to irritate me but my new anti-virus software seems to block any _s_p_a_m__ from my inbox.
Work in pairs. Think of one more advantage or disadvantage for each type of advertising in exercise 2. Think about issues such as:
2. Listen again and choose the best ending A, B or C for each sentence 1 – 5.
1. The speaker compares throwing adverts into the air to _______. A. Internet advertising. B. wasting money on advertising. C. advertising with leaflets.
AIDMA: • Attention • Interest • Desire • Memory • Action
----Association of National Advertising 美国广告协会
---- By E.S. Lewis
Listening: Advertising on the web
1) cost
2) location
3) number of people who see it
4) how long they see it for
Think about it What makes a good ad?
ACCA: • Awareness • Comprehension • Conviction • Action
My second rule is that it’s a good idea to spend some useful time and effort on getting your links on other sites. This is an excellent, though very timeconsuming way to increase visitors. You can do this by sharing links with other companies, so they have a link on your site and you put one on theirs. Or perhaps through a site review which recommends your products. Also remember that the more links you have elsewhere, the more likely people are to find you through a search engine.
So, rule number one, the first thing is to remember that people use search engines. So whenever someone types in a keyword linked to your business, your site needs to appear in the top 50 or so listings in all of the major search engines. Any lower and no one will ever find you.