Unit 8-Advertising and marketing
商务英语谈判 unit 8
Part Five
Assignment
Designing an Advertisement
Work in groups of 5-6. Dream up a great new product that you’d like to advertise and choose an effective advertising medium. Consider the following aspects:
software, etc. to improve your presentation.
05
Listen to each group’s presentation. The whole class will vote for the most innovative product and the most creative ad.
• What product do you want to sell, which isn’t yet generally available?
• What is the advertising medium to be used? • Why do you choose this advertising
• How many types of advertisement do you know? What are they? Raise examples.
• What are the advantages and disadvantages of each type?
Choosing Media
Work in groups. Discuss the following points and prepare to report to the class.
unit 8营销英语
target market. There are many advertising “media” such as newspapers
(local, national, free, trade), magazines and journals, television, cinema, outdoor advertising (such as posters, buses). Marketers will choose different promotional approaches according to the nature of product and the stage of the consumer’s decision process. In a word, the elements of the promotion mix are integrated to form a coherent campaign.
Promotion Mix
It means the various communication techniques such as advertising, personal selling, sales promotion, and public relations
available to a marketer that are combined to achieve specific goals.
Unit 8 advertising
• Promotions are also held in physical environments （实体环境） at special events such as concerts, festivals, trade shows, and in the field such as in grocery or department stores. Interactions（相互作 用） in the field (i.e., grocery and department stores), allow customers to purchase the brand or product immediately. The interactions among the brand and the customer are performed by brand ambassadors （大使） or promotional models that represent the products and brands in physical environments.
websites or text messages.
• Commercial advertisers often seek to generate increased consumption of their products or services through “branding”, which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA)（公益广告）.
广告英语课文
Unit 1 The Dimensions of Advertising 广告概述TextAdvertising is any of various methods used by a company to increase the sales of its products or services or to promote a brand name. Advertising is also used by organizations or individuals to communicate an idea or image, to recruit staff, to publicize an event, or to locate an item or commodity.Product advertising can be seen by economists as either beneficial (since it provides information about a product and so brings the market closer to a state of perfect competition) or as a hindrance to perfect competition, since it attempts to make imaginary distinctions (such as greater sex appeal) between more or less similar products. Specialized advertising agencies often handle the advertising of a company’s products, services, or corporate brand, although some aspects may be dealt with within the company (in-house). There are two basic types of advertising, informative advertising and persuasive advertising. The effectiveness of advertising is hard to measure. Marketing departments, which often take responsibility for a company’s advertising budget, can try to measure the success of their company’s advertising through market research.Advertisers use a variety of media such as newspapers and magazines, television and radio, and posters. In newspapers and magazines, classified advertisements are small advertisements of only a few lines of print without any illustration. They are often used by individuals or small companies. Display advertisements are larger advertisements, usually in boxes, which often carry a mixture of pictures and words. Larger companies often employ advertising agencies to devise an advertising campaign. The agency will usually undertake market research in preparation for the design of the advertisements to be used in the campaign. It will then book space and time on television, in newspapers, and so on for the advertisements.Not all advertisements are aimed at all people. To ensure that their advertisements will appeal to those most suited to their product; advertisers ensure that they have a target audience in mind when they design their campaign. People have been generally divided into different parts of many target audiences, ranging from wealthy professionals to students, the retired and the unemployed. This means that an advertiser can tailor their appeal according to the socio-economic background of their target audience.Additional readingThe advertising communication model is created to make us understand more about the advertising communication process. This process starts when one party, called the source, generates a thought, then encodes it as a message, and sends it through some channel to another party, called the receiver. The receiver must decode the message in order to understand it. Afterwards, the receiver responds to the original message by encoding the new idea and sends a new message back via a channel, or a medium. That new message represents feedback, which affects on the encoding stage of the new message by the source. Let us look at some important factors one by one.Source dimensions: In advertising, there are three kinds of person who are considered the sources. Firstly, it is the sponsor or the one who pays for the ad. Even though the sponsors pay for the advertising, the sponsors do not produce the message by themselves. It is the job of the author or the ones who are responsible in designing the messages, which could actually be acopywriter, an art director or mostly a group of advertising agency. These people are considered outside the text of the message. However, the author himself does not convey the messages to the audiences but the persona who is within the text of the message. The persona is the spokesperson, either real or imagined, who usually gives voice and appears in the advertising. Most of the personas are celebrities, as they have the ability to attract consumers. As a result, to the consumer, the one who is the source of the information is the persona.Message dimensions: Messages that are communicated in the advertising are various in terms of types. There are three main types included here in message dimensions. Autobiographical messages are those of “I” tell a story to “you”. For instance, in “Dove Shampoo” advertising, the woman as the persona (source) tells the imaginary audiences (consumers) about her personal experience in using “Dove Shampoo”. On the contrary, in narrative messages a third-person tells a story about the others to an imagined audience. In addition, the last type of message is drama, in which the characters act out events directly in front of an imagined audience. For example, the advertising if the “Detergent”, in which the son tries to wash the dirty spots out of his school uniform, as he is afraid being punished by his mother. And because of the effectiveness of the Detergent, the spot has already faded out when his mother checks his uniform.Receiver dimensions: In advertising, the receivers are multidimensional as well. Firstly, there is an implied consumer. Implied consumers are those particular groups of people imagined by the advertisers to be the audiences of the particular advertising. The second kind of receiver is sponsorial consumers. The sponsorial consumers are the gatekeepers or those who decide if the ad will be run or not. Thus, the first task of the advertising is to persuade the sponsor before the real customers. Lastly, there are actual consumers or audiences in the real world. In other words, actual consumers are people who really watch the advertising. People like all of us who are consuming advertising in everyday lives are considered actual consumers.Feedback is important in the advertising communication model because it verifies that the message was received and understood. Feedback can take many forms including, but not limited to, redeemed coupons, telephone inquiries, and real-time feedback.Unit 2 The Evolution of Advertising 广告历史TextThe history of advertising falls into four eras, which are the ancient, period, the age of the print, the formative years, and modern advertising.The Ancient Period. Persuasive communication has been around since early times. Inscriptions on tablets, wall, and papyrus from ancient Babylonia, Egypt and Greece carry message listing available products and upcoming events. Because of widespread illiteracy before the age of print, most messages were actually delivered by criers who stood on street corners shouting the wares of the sponsor, Stores, and the merchandise they carried, were identified by signs. Information rather than persuasion was the objective of the early commercial message.The Age of Print. The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication –mass communication, No longer restricted by the time required by a scribe to hand-letter, a single message advertising couldnow be mass produced. The availability of print media to a greater number of people increased the level of literacy, which, in turn, encouraged more businesses to advertise. In terms of media, the early printed advertisements included posters, handbill, and classified advertisements in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s.The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance and growth of advertising during this period resulted from a number of social and technological developments associated with the Industrial Revolution .By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to advertise their products. Ads had assumed a more complete informational and educational role. Copywriting had become a polished and reputable craft in the period.Modern advertising. By the beginning of the twentieth century, the advertising Industry had become a major force in marketing, and had achieved a significant level of respect and esteem. “Soft-sell” advertising creates images through a slow accumulation of positive messages than “hard-sell” approach. With the outbreak of World War I, the advertising industry offered its services to the Council of National Defense. Thus were born Public Service Announcements that relied in volunteer professionals and donated time and space. Advertising diminished drastically after the onset of the Great Depression in1929. Then the development of the major media—radio and television has transformed advertising. In the 1960s, a revolution in advertising brought a resurgence of art, inspiration and intuition. As we approach the twenty-first century, advertising is in a stage of tremendous flux and is seeking new directions that will enhance both creativity and profitability.Follow-upModern advertising really began in the 1880s when new methods of manufacturing led to greatly increased output and decreased costs for the producers of consumer goods. Advances in packaging technology meant that products could be packaged at the plant rather than shipped to a wholesaler who traditionally broke bulk and put his own name on them. Moreover, the telegraph network was in place and the continent had been crisscrossed by a network of railroads, bringing its farthest reaches within the purview of the incipient consumer culture.Prior to the 1880s, the American marketing system had been characterized by an intricate set of wholesalers, jobbers, and other middlemen whose most function was to buy in large lots and sell in smaller ones. In this age, the wholesaler was king. But in the new era of the 1880s, the importance of the packaged goods manufacutrer greatly increased. What manufacturers could package at their own plant, they could brand. What they could brand, they could advertise. What they could distribute nationally, they could advertise nationally. This, Daniel A. Pope has written, “necessitated the growth of advertising agencies and dictated their activities”and also “tipped the balance in advertising from information (however specious much of it had been) to persuasion.” National advertisers provided the media and advertising agencies with a new set of clients whose standards of conduct were far higher than those preceding them.The most widely advertised consumer products through most of the nineteenth century had been patent medicines---nostrums for which their purveyors made extravagantly false claims. But the new companies, although not always innocent of misstatements, depended upon repeat-purchase behavior and thus upon building a bond of trust with the consumer. Todo this, they had to eschew blatant falsehoods.Unit 3 Advertising & Marketing Process广告和营销过程Part two textIn today’s marketing world, a business is generally doomed to failure if it dose not look at the product through the eyes of the consumer. Successful marketing starts with a product that is salable at a price that the right consumer would be willing to pay. Then, the marketer must get it to the marketplace where the consumer can buy it. The marketer must promote it—that is, advertise it to convince the consumer to buy it.A great deal of work goes into the planning, development and implementation of an overall marketing program before any form of advertising can even be considered. For example, the marketer has to find the answers to many questions concerning the marketing mix:Product: Is the product what the consumer wants? Dose it satisfy his needs? Is it better than competitive products? Dose it offer a competitive consumer benefit? Either real or emotional?Price: Is the product competitively priced where the consumer is willing to pay for it?Place: Is our product located in a place where it can be conveniently seen and purchased by the consumer?Promotion: Is the competitive benefit of our product persuasively communicated to the right consumer?As you can see, the promotion, in the form of the advertising, is only one part of the marketing program. It is important to note at this point that unless the product offers a competitive benefit at a price the consumer is willing to pay—and unless the product is in distribution—the greatest advertising plan ever devised will absolutely fail and fail absolutely. In fact, effective advertising will spend the demise of an inadequate product. Effective advertising strategies can only come from effective marketing strategies. Good marketing is always the basis for good advertising.Follow-upAdditional reading. 补充阅读McCarthy’s four P’s look at marketing from the perspective of the marketer. It describes what variables marketers have to work with, and hense is sometimes refered to as a marketing management perspective. Robert Lauterborn claims that each of these variables should also be seen from a consumer‘s perspective .This transformation is accomplished by converting Product into “customer solution”, Price into “cost to the customer”, Place into “convenience”, and promotion into “communication”. He calls these the four C’s. These C’s reflect a more client-oriented marketing philosophy. They provided useful reminders, for example, you need to bear in mind the convenience of the client when deciding where to offer a service. Some would argue that the marketing mix is too product-oriented, and that modern marketing should not focus on it. However, it dose provide a handy framework for marketing analysis. The C’s are also not nearly so memorable as the P-words, and marketing texts still tend to use the latter to describe the elements of the mix.Shortly after McCarthy developed the four P’s, Borden devised a model with twelve decision variables. They were product planning, pricing, branding, channels of distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding.Another set of marketing mix variables were developed by Albert Frey. In 1961, he classified the marketing variables into two categories: the offering, and process variables. The “offering” consists of the product, service, packaging, brand, and price. The “process” or “method” variables included advertising, promotion, sales promotion, personal selling, publicity, distribution channels, marketing research, strategy formation, and new product development.The marketing mix model is often expanded to include sub-mixes. For example, the promotion variable can be further decomposed into a promotional mix consisting of advertising, sales promotion, personal selling, publicity, direct marketing, andercover marketing, viral marketing, and e-marketing. Within the promotional mix, advertising can be further broken down into an “advertising media mix” that specifies how much emphasis is placed on television ads, radio ads, newspaper ads, internet ads, magazine ads, ect.Unit 4 Marketing Communication ToolsPart two textThe communication element includes all marketing-related communications between the seller and the buyer. A variety of marketing communication tools comprise the communication mix.Personal communication includes personal contact with customers, which may be letters, memos, personal interviews, telephone conversations and email.Non-personal communication uses some medium as an intermediary for communicating. It includes advertising, direct marketing, certain public relations activities, collateral materials and sales promotion.Advertising is sometimes called mass or non-personal selling. Its usual purpose is to inform, persuade, and remind customers about particular products and services. Advertising works best with differentiated products like cosmetics, but it doesn’t work efficiently for undifferentiated products like salt, sugar, other raw materials and commodities. The following are important for advertising success:■ high primary demand trend■ chance for significant product differentiation■ hidden qualities highly important to consumers■ opportunity to use strong emotional appeals■ substantial budgets to support advertisingDirect marketing refers to the selling process that is like talking the store to the customer, for example, a mail-order house. It builds and maintains its own database of customers and uses a variety of media to communicate with those customers. Telemarketing is a direct marketing technique, where person-to-person phone contact makes the sale. Direct marketing has four distinctive characteristics: nonpublic, immediate, customized and interact, and is well suited to highly-targeted marketing efforts.Public Relations, such as publicity (news releases, media advisements, feature stories) and special events (open house, factory tours, and grand openings) are used to inform various audiences about the company and its products and build corporate credibility and image.Collateral materials include booklets, catalogs, brochures, film, sales kits and annual reports.Sales Promotion supplements the basic mechanisms of the marketing mix for short periods of time by stimulating channel members or prospective customers to some immediate, overt behavior, for example, trade deals, free samples, displays, contests, sweepstakes, and cents-off coupons.Additional reading.补充阅读Marking communication is a systematic relationship between a business and its market. There are twelve different communication tools available to the marketer in total: personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of-sale and merchandising, the Internet, word of mouth and corporate identity. These communication tools constitute the marketing communication mix. For several years, the Internet and the Web has dramatically altered the traditional view of advertising and communication media. The Web provides an efficient channel for advertising, marketing, and even direct distribution of certain goods and information services.Each element of the communication mix should integrate with other tools of the communication mix so that a unified message is consistently reinforced. This new direction for marketing is called integrated marketing communication (IMC). When investigating how business-to business firms use and integrate the different marketing communication tool in the communication mix, from both a traditional and internet marketing communication perspective, we find that personal communication tools by which the companies can interact face-to-face with the customers such as personal selling and exhibitions were the most important tools. Regarding the Web as a communication tool, it was mainly used to inform the market, to demonstrate products, and to provide online material to the customers. In terms of integrated marketing, the companies seem to have little knowledge about it and how it can be used. In spite of that, they try to send out a consistent message to the customers.Unit 5 Integrated Marketing CommunicationsThe integrated marketing communications (IMC) approach is becoming so popular among marketers. But why is the IMC approach welcomed by most marketers? There are many reasons.The most fundamental reason is that marketers are recognizing the value of strategically integrating the various communication functions rather than having them operates autonomously. By coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among various communication tools, and develop more efficient and effective marketing communication programs. The movement towards IMC is also being driven by changes in ways companies market their products and services. There is an ongoing revolution that is changing the rules of marketing and the role of traditional media advertising. Important aspects of this revolution include: a shifting of marketing dollars from media advertising to other forms of promotion, a movement away from relying on advertising – focused approaches (which rely on mass media such as television and magazine) to solve communication problems, a shift in market place power from manufactures from manufactures to retailers, the rapid growth of database marketing, the demand for greater accountability from advertising agencies and the way they are compensated, and the rapid growth of the internet.The growth of the integrated marketing communications is very likely to continue as it is being driven by fundamental changes in the way companies market their products and services resulting from the revolution discussed above. Moreover, many marketers and advertisingagencies recognize the importance of taking an IMC approach and are becoming advocates of integration. The move to integrated marketing communications also reflects an adaption by marketers to an changing environment, particularly with respect to media use and buying shopping patterns. The continued fragmentation of media markets and rapid growth of interactive media and online services are also creating new ways to reach consumers. While IMC will continue to have its critics and many undergo some changes, it is very unlikely that we will see a return to the traditional system where advertising in mass dominates and advertising and other forms of promotion function autonomously.Additional readingAdvertisers or clients are the key participants. It is their product or services that is being offered and that must be marketed. The advertiser is responsible or all marketing aspects, and will ultimately have the final say regarding approval of the proposed promotional programs. It is the advertiser who ultimately pays the bills.The advertising agency is an external organization specializing in the creation, production and placement of the communications messages. They may also provide additional services designed to facilitate the marketing effort.Media organizations provide the advertiser with a channel for their communication. Media may include print, broadcast, outdoor, etc., and media organization attempt to provide the advertiser with the proper environment for the message.Marketing communication specialist organizations provide services in specific areas of marketing communications. They include direct response agencies, sales promotion agencies, public relation firms and interactive agencies.Collateral services participants are those who provide a wide range of support services including marketing services, package design firms, consultants, photographers, event sponsorship firms, and the like. Their function will vary in accordance with the needs of the promotional programs.Unit 6 Advertising ResearchPart two textResearch is the backbone of advertising and marketing. It provides the factual foundation for making intelligent marketing and advertising plans. People who develop advertising strategies, as well as those who create the advertisements—concepts, headline and slogans, layouts, and logos—use a variety of research techniques to prepare themselves for their tasks. They also use research to test strategies and different versions of a concept or approach. After the advertising campaign has run, research is used to evaluate success. Research is the thread that ties all the decision making together throughout the development of the marketing plan, campaign, and individual ad.Research is a more systematic way to acquire information and to gain an intelligent viewpoint. Although it is particularly useful for people who do not have 25 years’ experience, it can also provide surprising information to experienced advertisers. Many corporate executives have discovered they were“running blind”before a systematic research effort was undertaken to answer a question or investigate a problem.Four areas are commonly addressed in strategic research; marketplace, consumer, corporate, and product research. One type of marketing research, called market research, is much more specific market. Consumer think, fell, decide, and behave.Intelligence about consumers is derived from two different types of research. Qualitative studies try to understand how and why people think and behave as they do. Usually the results are conveyed in word. Quantitative studies, on the other hand, amass great amounts of numerical data, such as exposures to ads, purchases, and other marketing-related events. The results are expressed in numbers. Most advertising planners, however, use both qualitative and quantitative information because they feel it is important to understand consumer behavior as well as to describe it.Additional readingPrimary research data can be collected through a number of research methods. For example, you might conduct a survey to find out how many people prefer two-ply toilet paper. The results would be expressed quantitatively as a number and as a percentage of the total. If you also reported the spontaneous comments, or verbatims, given to explain the preference, then you would be reporting qualitative data.Survey research. Several types of quantitative research are important in marketing and advertising. Survey research uses structured interview forms to ask large numbers of people the same questions. The questions can deal with personal characteristics, such as age, income, behavior, or attitudes. The people can be from an entire group, or population, or they can be a representative sample of a much larger group. Sampling uses a smaller number of people to represent the entire population.Experimental research. In experiments, researchers attempt to manipulate one (and sometimes more than one) important variable while controlling all the other variables that might affect the outcome. For example, an agency might want to know which of two commercials works better for a particular audience. People who represent that audience would be divided into equivalent group, and the first group would be shown one commercial while the second group would be shown the other. Both groups would then be questioned about whether they understood, liked, or were moved by the message. If the one important difference between the groups was the commercial, differences response could be used to estimate which of the two commercials was more effective.Direct observation. Direct observation is a type of field that takes researchers into a natural setting where they record the behavior of consumers. For example, you might be asked to do an aisle study in a supermarket. Your assignment would be to note how people buy a particular product or brand. Do they just grab a product and run? Do they compare price? Do they read the labels? How long do they spend making the decision? A pioneering study of the direct-observation technique concluded that direct observation has the advantage of revealing what people actually do, as distinguished from what people say. It can yield the correct answer hen fault memory desire to impress the interviewer, or simple inattention to details would cause an interview answer to be wrong. The biggest drawback to direct observation is that it shows what is happening, but not why. It is not very effective for evaluating attitudes and motives.Content analysis. Content analysis is a type of research that analyzes various dimensions of a message. In preparation for the development of a new advertising campaign, for example, the agency people might browse through magazines or listen to radio or television programsand code every advertisement by the competition. The print categories include such factors as size, use of color, type of layout, and type of headline. Television categories include length, number of scenes, use of music, types of shots, actors, characters, and product visuals. Content analysis can be used by advertising planner to suggest which message approaches have been most effective.In-depth interview. A common type of qualitative research is the in-depth, one-on-one interview. This technique is used to probe feelings, attitudes and behaviors such as decision making. Because such interviews are not qualitative, the responses can’t be projected to a large group of people. The insights, however, can be instructive about how a typical member of the target audiences views some research question.Focus groups. A focus group is another method used to structure qualitative research. This is like an in-depth interview, except that it involves a group rather than an individual. The objective is to stimulate people to talk about same topic with one another. The interviewer sets up a general topic and then lets conversation develop as group interaction takes over.Unit 7 Consumer BehaviorPart Two TextConsumer behavior is defined as “those acts of individuals directly involved in obtaining and using economic goods and services, including the decision process that precedes and determines these acts.”The studies on consumer behavior offer important insights useful to advertisers both in designating target groups as well as an understanding of consumer behavior in the marketplace. The discussion of the aspects of consumer behavior is based on the external environment and internal states that have an impact on consumer behavior.Many aspects of the consumer’s external environment impact on the manner in which he or she makes decisions in the marketplace. These influences can be classified as cultural and social. Cultural influences include those of the larger society, or those that emanate from subcultures.Culture is defined as a complex of tangible items (art, literature, building, furniture, clothing, and music) plus intangible concepts (knowledge, laws, morals, and customs) that define a group of people or a way of life. The concepts, values, and behavior that make up a culture are learned and passed down from one generation to the next. The boundaries that culture establishes for behavior are called norms. Norms are simple rules that we know intuitivelyand that specify or prohibit certain behaviors.Although certain basic values are said to permeate American culture—cleanliness, youthfulness, materialism, and nationalism—values are not static; they change as the culture changes. Advertising reflects the values of a society and the changes. For example, the emphasis lately on health and nutrition has been incorporated into the ad campaigns the cereal manufacturers, while responsible drinking behavior is seen in the ads for liquor companies. While culture is reflected in the beliefs and values of individuals, the behavior patterns produced by these factors tend to vary depending on the social structure within which they operate. These social structures are influenced by social class and social groups, including the family.Part Three Follow upA.Additional reading.。
[课件]Unit 8 advertisingPPT
![[课件]Unit 8 advertisingPPT](https://img.taocdn.com/s3/m/40be0c064b35eefdc8d33397.png)
Advertising
• Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate(操 作） an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to （有关于）a commercial offering, although political and ideological（意识形态的） advertising is also common. This type of work belongs to a category（类别） called affective labor.
websites or text messages.
• Commercial advertisers often seek to generate increased consumption of their products or services through “branding”, which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA)（公益广告）.
口译UNIT8第八单元教案五篇范文
口译UNIT8第八单元教案五篇范文第一篇：口译UNIT 8 第八单元教案UNIT 8 第八单元Interpreting Numeration数字口译Unit Objective(单元目标)After reading this unit you should☆ understand the difference between Chinese and English numerations.☆ master the stenography of figures or numbers.☆ master the skill of figure switching.Warm-up(准备)Two students are ordered to sit at the Interpreting Desk or Booth, acting as interpretors of the class.Their performance is evaluated and graded by instructor.Theory of Interpretation VIII(口译理论八)Instructor is to explain the First part, “Reading Prelude” of Unit 8 of the textbook.Students have been asked to read this part before the class.数字口译：一、中英两种语言在数字表达上的差异：数字位数表达的不同数字倍数表达的不同数字单位表达的不同二、数字的记录：缩略语记录法填空记录法分节号记录法三、多位整数的翻译利用小数点数字单位的缩略语四、倍数的翻译五、概数的翻译Explanations:掌握记录方法：采用自己熟悉的分节方式将转折数字记录下来，比如用’表示thousand，’’表示million，b表示billion, t表示trillion,或用“—”表示“000”等等(3,000,000可记录成“3 ——”或者“3，”).原则就是要方便并且不容易混淆。
unit 8 Marketing
2Market report
2.1 Haier Group
You are going to hear four short talks about Haier. Listen carefully and mark the correct answers with a tick(√).
2.2 Mobilephone
B Now listen to the conversation again and discuss the following questions in pairs.
4.2Cola wars
A Listen to the interview and choose the right answers to the questions you’ve heard.
4Marketing strategy
4.1 Flexible strategy 4.2 Cola wars 4.3 Viral marketing 4.4 Mobile Marketing
4.1Flexible strategy
A Mark, Bob, and Carol are from the marketing department of Lenovo, China. Listen to their discussion about company strategy and match the measures to the results.
Unit 8
Marketing
In this unit we will talk about
market report market forecast marketing strategy
广告、促销与整合营销传播(第8版)课件clow_imc8_inppt_12
Figure 12.4 Keys to Successful Premium Programs
• Match the premium to the target market • Carefully select the premium
– Avoid fads, try for exclusivity
Coupons
• $500 billion per year • 2.8 billion redeemed per year (0.85%) • Average value was $1.94 • Savings of $4.9 billion • Coupons used by 72% of households
Figure 12.1 Types of Consumer Promotions
• Coupons • Premiums • Contests and sweepstakes • Refunds and rebates • Sampling • Bonus packs • Price-offs
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Contests and Sweepstakes (3 of 3)
• Internet and Social Media
– Popular venue – Increase intrinsic value – interactive games – Data-capturing capabilities – Lower costs
广告、促销与整合营销传播(第8版)课件clow_imc8_inppt_04
Chapter Objectives (2 of 2)
5. How do marketing communication objectives interact with the other elements of the IMC planning process?
3. What categories are used to identify business-tobusiness market segments?
4. How do the various approaches to positioning influence the IMC planning process different from the population as a whole and distinct from other market segments.
• The market segment is large enough to be financially viable to target with a separate marketing campaign.
Gender Segments Based on Demographics
• Gender-based products • Gender differences in communications • Female consumers
– Control 66% of spending ($12 trillion) – Involved in purchasing high-priced electronics (96%) – Deal with financial advisors (90%) – Buy and sell stocks (80%) – Household’s primary accountant (70%)
英语高二年级第一学期Unit 8 Advertising_课件1-新世纪版
and scientific data.
1. 目前的经济形势确实让人们忧心忡忡。 ( economic )
2. 在很大程度上，他的成功于他的家庭背景 有着直接的关系。（ extent ）
direction follow the directions for the use of the
medicine.
3. spoil---vt. 搞坏；弄糟; 宠坏；溺爱 spoiled/spoiled ; spoilt/spoilt ; spoiling
The bad news ___________ ( spoil ) my holiday so far.
7. take…into account / consideration 重视；考虑
当我们接受任务时，最重要的是要考虑周全。
When we accept the task, what matters is that we should take everything into account.
6. first of all 首先，最重要的( above all )
First of all, we should cater to students’ particular needs.
First of all , the reason why I choose the house is that it is convenient to the underground station.
Advertising
Word Study
1. economic---adj. 经济的（置于名词前）
英语高二年级第一学期Unit 8 Advertising_教案5-新世纪版
Unit 8 Advertising【教学目标】1．To help students get a general idea of the text.2．To discuss the impact of advertising on people’s daily lives.3．To help students to be rational in selecting products.4．To motivate students to form appropriate attitude towards advertising.5．To develop students’ integrated skills in listening, reading and speaking. 【学情分析】广告在生活中无处不在，对人们的生活产生了重大的影响。
一个成功的广告在很大程度上决定了一个新产品未来的命运，然而，有的广告产品人气旺，人们趋之若鹜；有的广告产品无人问津。
本单元通过课文介绍了广告的社会效应，成功广告所应具备的要素，并通过了成功与失败案例作了有力地说明。
通过学习，学生能对日常接触的广告做出描述与评价，并分析其成功要素，或情绪的渲染等广告业常用的设计理念；能交流各自对于广告对人的生活的影响的不同看法；能懂得如何才能成为一个理性的消费者。
同时，通过听说以及阅读来提高学生们的语言表达能力，激发学生对于英语学习的兴趣。
【教学重难点】1．Learning about the essential elements of a successful advertisement2．Listening for information on advertisements3．Expressing attitudes towards advertising4．Improving skimming and scanning5．Listening for main ideas and details in the materials6．Learning to conclude the main idea of the materials【教学过程】教学活动导入 AdvertisingI. Warming-up:A．An advertisementB．Topic ReleaseT: What impressed you? Yeah, McDonald’s advertisement the baby is happy whenseeing McDonald’s.Where can we find advertisements?Advertisements are found in newspapers and magazines, on the Internet and almost everywhere in daily life. Almost everyone is influenced by advertisements like the baby.What’s your favorite advertisement?Here I’d like to share three advertisements with you. You know, I like it because they are easy to remember and easy to understand.C．ListeningT: Listen to the three advertisements on the recording. For each one, write down the name of the product, its special features and the price. Listen for the main points only. Do not worry if there are a few words which you don’t understand． The pictures below will help you.Listening: three advertisements(If students fail to get the main points, listen again.)T: Do you believe the advertisers’ claims? Will you buy the advertised products?Now that advertisements have a great effect on us.What is advertising?S: (students’ opinions)T: Our text will tell us what advertising is.II. Text-understanding:A．Listen to the text, trying to read after the tape.B．Read the text paragraph by paragraph, trying to fill in the form.(For the first time students are required to finish “topic sentences”, and then check the answers. For the second time they are asked to find details about each paragraph. Check the answers paragraph by paragraph.)C．Retell the text in your own words.T: It’s a pair work. When I say “start”, A begins. When I say “change”, B begins. You are given three minutes to finish the task totally. After that, I will invite some of you to retell the text to the whole class.III. Discussion:T: The writer has discussed two main aspects of advertisements: the impact and the factors of successful advertisements. As we all know, every year a large sum of money is spent on advertisements. Why do manufacturers spend money? Are customers influenced by advertisements?T: I’ve prepared two topics for you. You can form a group of four and then discuss one with each other. And then I’ll invite you to share your ideas with us. Give you three minutes. Start, please!1．What’s the purpose of an advertisement?2．How do advertisements influence people’s shopping habits?T: I’m sure you’d like to share your ideas with us. Would you please be the first one?IV. Listening Comprehension:T: You can find further information about the topics in my tape. Listen carefully. For the first time please listen to the tape carefully, trying to understand the main idea. For the second time please fill in the blanks.Try to Become a Rational Consumer﹡The purpose of advertising is to _______ customers of available products or service and ______ products.﹡Generally speaking, customers are rational because ________ and _________ considered when buying products.﹡Sometimes customers have no idea of the ______ for a purchase. For example, the sugar-coated breakfast food is bought because of a _________ motive.﹡Customers must try to become a more ________ and _________ consumers.T: Advertisements play a vital role in our daily life. They can promote sales of products, but sometimes they can also make people crazy. Many adults will buy things they don’t need just because of the advertisements. Children will ask money from parents to buy things advertised on TV. We must be rational when doing shopping.V. Further Practice:1．Cheated by some advertisement, you will?2．Imitate an advertisement you are familiar with or create an advertisement of your own?3．Is it right to ban some products from TV commercials? If you agree, which of the following should be banned? Why?*Cigarettes? *Alcoholic drinks?*Expensive toys? *Any others?VI. Assignments1．Finish Ex. B &C22．Writing:Why a lot of ads are so popular with customers? (About 100 words)。
广告英语课文
Unit 1 The Dimensions of Advertising 广告概述TextAdvertising is any of various methods used by a company to increase the sales of its products or services or to promote a brand name. Advertising is also used by organizations or individuals to communicate an idea or image, to recruit staff, to publicize an event, or to locate an item or commodity.Product advertising can be seen by economists as either beneficial (since it provides information about a product and so brings the market closer to a state of perfect competition) or as a hindrance to perfect competition, since it attempts to make imaginary distinctions (such as greater sex appeal) between more or less similar products. Specialized advertising agencies often handle the advertising of a company’s products, services, or corporate brand, although some aspects may be dealt with within the company (in-house). There are two basic types of advertising, informative advertising and persuasive advertising. The effectiveness of advertising is hard to measure. Marketing departments, which often take responsibility for a company’s advertising budget, can try to measure the success of their company’s advertising through market research.Advertisers use a variety of media such as newspapers and magazines, television and radio, and posters. In newspapers and magazines, classified advertisements are small advertisements of only a few lines of print without any illustration. They are often used by individuals or small companies. Display advertisements are larger advertisements, usually in boxes, which often carry a mixture of pictures and words. Larger companies often employ advertising agencies to devise an advertising campaign. The agency will usually undertake market research in preparation for the design of the advertisements to be used in the campaign. It will then book space and time on television, in newspapers, and so on for the advertisements.Not all advertisements are aimed at all people. To ensure that their advertisements will appeal to those most suited to their product; advertisers ensure that they have a target audience in mind when they design their campaign. People have been generally divided into different parts of many target audiences, ranging from wealthy professionals to students, the retired and the unemployed. This means that an advertiser can tailor their appeal according to the socio-economic background of their target audience.Additional readingThe advertising communication model is created to make us understand more about the advertising communication process. This process starts when one party, called the source, generates a thought, then encodes it as a message, and sends it through some channel to another party, called the receiver. The receiver must decode the message in order to understand it. Afterwards, the receiver responds to the original message by encoding the new idea and sends a new message back via a channel, or a medium. That new message represents feedback, which affects on the encoding stage of the new message by the source. Let us look at some important factors one by one.Source dimensions: In advertising, there are three kinds of person who are considered the sources. Firstly, it is the sponsor or the one who pays for the ad. Even though the sponsors pay for the advertising, the sponsors do not produce the message by themselves. It is the job of the author or the ones who are responsible in designing the messages, which could actually be a copywriter, an art director or mostly a group of advertising agency. These people are considered outside the text of the message. However, the author himself does not convey the messages to the audiences but the persona who is within the text of the message. The persona is the spokesperson, either real or imagined, who usually gives voice and appears in the advertising. Most of the personas are celebrities, as they have the ability to attract consumers. As a result, to the consumer, the one who is the source of the information is the persona.Message dimensions: Messages that are communicated in the advertising are various in terms of types. There are three main types included here in message dimensions. Autobiographical messages are those of “I”tell a story to “you”. For instance, in “Dove Shampoo” advertising, the woman as the persona (source) tells the imaginary audiences (consumers) about her personal experience in using “Dove Shampoo”. On the contrary, in narrative messages a third-person tells a story about the others to an imagined audience. In addition, the last type of message is drama, in which the characters act out events directly in front of an imagined audience. For example, the advertising if the “Detergent”, in which the son tries to wash the dirty spots out of his school uniform, as he is afraid being punished by his mother. And because of the effectiveness of the Detergent, the spot has already faded out when his mother checks his uniform.Receiver dimensions: In advertising, the receivers are multidimensional as well. Firstly, there is an implied consumer. Implied consumers are those particular groups of people imagined by the advertisers to be the audiences of the particular advertising. The second kind of receiver is sponsorial consumers. The sponsorial consumers are the gatekeepers or those who decide if the ad will be run or not. Thus, the first task of the advertising is to persuade the sponsor before the real customers. Lastly, there are actual consumers or audiences in the real world. In other words, actual consumers are people who really watch the advertising. People like all of us who are consuming advertising in everyday lives are considered actual consumers.Feedback is important in the advertising communication model because it verifies that the message was received and understood. Feedback can take many forms including, but not limited to, redeemed coupons, telephone inquiries, and real-time feedback.Unit 2 The Evolution of Advertising 广告历史TextThe history of advertising falls into four eras, which are the ancient, period, the age of the print, the formative years, and modern advertising.The Ancient Period. Persuasive communication has been around since early times.Inscriptions on tablets, wall, and papyrus from ancient Babylonia, Egypt and Greece carry message listing available products and upcoming events. Because of widespread illiteracy before the age of print, most messages were actually delivered by criers who stood on street corners shouting the wares of the sponsor, Stores, and the merchandise they carried, were identified by signs. Information rather than persuasion was the objective of the early commercial message.The Age of Print. The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication –mass communication, No longer restricted by the time required by a scribe to hand-letter, a single message advertising could now be mass produced. The availability of print media to a greater number of people increased the level of literacy, which, in turn, encouraged more businesses to advertise. In terms of media, the early printed advertisements included posters, handbill, and classified advertisements in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s.The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance and growth of advertising during this period resulted from a number of social and technological developments associated with the Industrial Revolution .By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to advertise their products. Ads had assumed a more complete informational and educational role. Copywriting had become a polished and reputable craft in the period.Modern advertising.By the beginning of the twentieth century, the advertising Industry had become a major force in marketing, and had achieved a significant level of respect and esteem. “Soft-sell”advertising creates images through a slow accumulation of positive messages than “hard-sell”approach.With the outbreak of World War I, the advertising industry offered its services to the Council of National Defense. Thus were born Public Service Announcements that relied in volunteer professionals and donated time and space. Advertising diminished drastically after the onset of the Great Depression in1929. Then the development of the major media—radio and television has transformed advertising. In the 1960s, a revolution in advertising brought a resurgence of art, inspiration and intuition. As we approach the twenty-first century, advertising is in a stage of tremendous flux and is seeking new directions that will enhance both creativity and profitability.Follow-upModern advertising really began in the 1880s when new methods of manufacturing led to greatly increased output and decreased costs for the producers of consumer goods. Advances in packaging technology meant that products could be packaged at the plant rather than shipped to a wholesaler who traditionally broke bulk and put his own name on them. Moreover, the telegraph network was in place and the continent had been crisscrossed by a network of railroads, bringing its farthest reaches within the purview of the incipient consumer culture.Prior to the 1880s, the American marketing system had been characterized by an intricate set of wholesalers, jobbers, and other middlemen whose most functionwas to buy in large lots and sell in smaller ones. In this age, the wholesaler was king. But in the new era of the 1880s, the importance of the packaged goods manufacutrer greatly increased. What manufacturers could package at their own plant, they could brand. What they could brand, they could advertise. What they could distribute nationally, they could advertise nationally. This, Daniel A. Pope has written, “necessitated the growth of advertising agencies and dictated their activities”and also “tipped the balance in advertising from information (however specious much of it had been) to persuasion.” National advertisers provided the media and advertising agencies with a new set of clients whose standards of conduct were far higher than those preceding them.The most widely advertised consumer products through most of the nineteenth century had been patent medicines---nostrums for which their purveyors made extravagantly false claims. But the new companies, although not always innocent of misstatements, depended upon repeat-purchase behavior and thus upon building a bond of trust with the consumer. To do this, they had to eschew blatant falsehoods.Unit 3 Advertising & Marketing Process广告和营销过程Part two textIn today’s marketing world, a business is generally doomed to failure if it dose not look at the product through the eyes of the consumer. Successful marketing starts with a product that is salable at a price that the right consumer would be willing to pay. Then, the marketer must get it to the marketplace where the consumer can buy it. The marketer must promote it—that is, advertise it to convince the consumer to buy it.A great deal of work goes into the planning, development and implementation of an overall marketing program before any form of advertising can even be considered. For example, the marketer has to find the answers to many questions concerning the marketing mix:Product: Is the product what the consumer wants? Dose it satisfy his needs? Is it better than competitive products? Dose it offer a competitive consumer benefit? Either real or emotional?Price: Is the product competitively priced where the consumer is willing to pay for it?Place: Is our product located in a place where it can be conveniently seen and purchased by the consumer?Promotion:Is the competitive benefit of our product persuasively communicated to the right consumer?As you can see, the promotion, in the form of the advertising, is only one part of the marketing program. It is important to note at this point that unless the product offers a competitive benefit at a price the consumer is willing to pay—and unless the product is in distribution—the greatest advertising plan ever devised will absolutely fail and fail absolutely. In fact, effective advertising will spend the demise of an inadequate product. Effective advertising strategies can only come from effective marketing strategies. Good marketing is always the basis for good advertising.Follow-upAdditional reading. 补充阅读McCarthy’s four P’s look at marketing from the perspective of the marketer. It describes what variables marketers have to work with, and hense is sometimes refered to as a marketing management perspective. Robert Lauterborn claims that each of these variables should also be seen from a consumer‘s perspective .This transformation is accomplished by converting Product into “customer solution”, Price into “cost to the customer”, Place into “convenience”, and promotion into “communication”. He calls these the four C’s. These C’s reflect a more client-oriented marketing philosophy. They provided useful reminders, for example, you need to bear in mind the convenience of the client when deciding where to offer a service. Some would argue that the marketing mix is too product-oriented, and that modern marketing should not focus on it. However, it dose provide a handy framework for marketing analysis. The C’s are also not nearly so memorable as the P-words, and marketing texts still tend to use the latter to describe the elements of the mix.Shortly after McCarthy developed the four P’s, Borden devised a model with twelve decision variables. They were product planning, pricing, branding, channels of distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding.Another set of marketing mix variables were developed by Albert Frey. In 1961, he classified the marketing variables into two categories: the offering, and process variables. The “offering” consists of the product, service, packaging, brand, and price. The “process” or “method” variables included advertising, promotion, sales promotion, personal selling, publicity, distribution channels, marketing research, strategy formation, and new product development.The marketing mix model is often expanded to include sub-mixes. For example, the promotion variable can be further decomposed into a promotional mix consisting of advertising, sales promotion, personal selling, publicity, direct marketing, andercover marketing, viral marketing, and e-marketing. Within the promotional mix, advertising can be further broken down into an “advertising media mix”that specifies how much emphasis is placed on television ads, radio ads, newspaper ads, internet ads, magazine ads, ect.Unit 4 Marketing Communication ToolsPart two textThe communication element includes all marketing-related communications between the seller and the buyer. A variety of marketing communication tools comprise the communication mix.Personal communication includes personal contact with customers, which may be letters, memos, personal interviews, telephone conversations and email.Non-personal communication uses some medium as an intermediary for communicating. It includes advertising, direct marketing, certain public relations activities, collateral materials and sales promotion.Advertising is sometimes called mass or non-personal selling. Its usual purpose is to inform, persuade, and remind customers about particular products and services. Advertising works best with differentiated products like cosmetics, but it do esn’t work efficiently for undifferentiated products like salt, sugar, other raw materials and commodities. The following are important for advertising success:■ high primary demand trend■ chance for significant product differentiation■ hidden qualit ies highly important to consumers■ opportunity to use strong emotional appeals■ substantial budgets to support advertisingDirect marketing refers to the selling process that is like talking the store to the customer, for example, a mail-order house. It builds and maintains its own database of customers and uses a variety of media to communicate with those customers. Telemarketing is a direct marketing technique, where person-to-person phone contact makes the sale. Direct marketing has four distinctive characteristics: nonpublic, immediate, customized and interact, and is well suited to highly-targeted marketing efforts.Public Relations, such as publicity(news releases, media advisements,feature stories) and special events (open house, factory tours, and grand openings) are used to inform various audiences about the company and its products and build corporate credibility and image.Collateral materials include booklets, catalogs, brochures, film, sales kits and annual reports.Sales Promotion supplements the basic mechanisms of the marketing mix for short periods of time by stimulating channel members or prospective customers to some immediate, overt behavior, for example, trade deals, free samples, displays, contests, sweepstakes, and cents-off coupons.Additional reading.补充阅读Marking communication is a systematic relationship between a business and its market. There are twelve different communication tools available to the marketer in total: personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of-sale and merchandising, the Internet, word of mouth and corporate identity. These communication tools constitute the marketing communication mix.For several years, the Internet and the Web has dramatically altered the traditional view of advertising and communication media. The Web provides an efficient channel for advertising, marketing, and even direct distribution of certain goods and information services.Each element of the communication mix should integrate with other tools of the communication mix so that a unified message is consistently reinforced. This new direction for marketing is called integrated marketing communication (IMC). When investigating how business-to business firms use and integrate the different marketing communication tool in the communication mix, from both a traditionaland internet marketing communication perspective, we find that personal communication tools by which the companies can interact face-to-face with the customers such as personal selling and exhibitions were the most important tools. Regarding the Web as a communication tool, it was mainly used to inform the market, to demonstrate products, and to provide online material to the customers. In terms of integrated marketing, the companies seem to have little knowledge about it and how it can be used. In spite of that, they try to send out a consistent message to the customers.Unit 5 Integrated Marketing CommunicationsThe integrated marketing communications (IMC) approach is becoming so popular among marketers. But why is the IMC approach welcomed by most marketers? There are many reasons.The most fundamental reason is that marketers are recognizing the value of strategically integrating the various communication functions rather than having them operates autonomously. By coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among various communication tools, and develop more efficient and effective marketing communication programs. The movement towards IMC is also being driven by changes in ways companies market their products and services. There is an ongoing revolution that is changing the rules of marketing and the role of traditional media advertising. Important aspects of this revolution include: a shifting of marketing dollars from media advertising to other forms of promotion, a movement away from relying on advertising – focused approaches (which rely on mass media such as television and magazine) to solve communication problems, a shift in market place power from manufactures from manufactures to retailers, the rapid growth of database marketing, the demand for greater accountability from advertising agencies and the way they are compensated, and the rapid growth of the internet. The growth of the integrated marketing communications is very likely to continue as it is being driven by fundamental changes in the way companies market their products and services resulting from the revolution discussed above. Moreover, many marketers and advertising agencies recognize the importance of taking an IMC approach and are becoming advocates of integration. The move to integrated marketing communications also reflects an adaption by marketers to an changing environment, particularly with respect to media use and buying shopping patterns. The continued fragmentation of media markets and rapid growth of interactive media and online services are also creating new ways to reach consumers. While IMC will continue to have its critics and many undergo some changes, it is very unlikely that we will see a return to the traditional system where advertising in mass dominates and advertising and other forms of promotion function autonomously. Additional readingAdvertisers or clients are the key participants. It is their product or services that is being offered and that must be marketed. The advertiser is responsible or all marketing aspects, and will ultimately have the final say regarding approval of the proposed promotional programs. It is the advertiser who ultimately pays the bills.The advertising agency is an external organization specializing in the creation, production and placement of the communications messages. They may also provide additional services designed to facilitate the marketing effort.Media organizations provide the advertiser with a channel for their communication. Media may include print, broadcast, outdoor, etc., and media organization attempt to provide the advertiser with the proper environment for the message.Marketing communication specialist organizations provide services in specific areas of marketing communications. They include direct response agencies, sales promotion agencies, public relation firms and interactive agencies.Collateral services participants are those who provide a wide range of support services including marketing services, package design firms, consultants, photographers, event sponsorship firms, and the like. Their function will vary in accordance with the needs of the promotional programs.Unit 6 Advertising ResearchPart two textResearch is the backbone of advertising and marketing. It provides the factual foundation for making intelligent marketing and advertising plans. People who develop advertising strategies, as well as those who create the advertisements—concepts,headline and slogans,layouts, and logos—use a variety of research techniques to prepare themselves for their tasks. They also use research to test strategies and different versions of a concept or approach. After the advertising campaign has run, research is used to evaluate success. Research is the thread that ties all the decision making together throughout the development of the marketing plan, campaign, and individual ad.Research is a more systematic way to acquire information and to gain an intelligent viewpoint. Although it is particularly useful for people who do not have 25 years’experience, it can also provide surprising information to experienced advertisers. Many corporate executives have discovered they were “running blind”before a systematic research effort was undertaken to answer a question or investigate a problem.Four areas are commonly addressed in strategic research; marketplace, consumer, corporate, and product research. One type of marketing research, called market research, is much more specific market. Consumer think, fell, decide, and behave.Intelligence about consumers is derived from two different types of research. Qualitative studies try to understand how and why people think and behave as they do. Usually the results are conveyed in word. Quantitative studies, on the other hand, amass great amounts of numerical data, such as exposures to ads, purchases, and other marketing-related events. The results are expressed in numbers. Most advertising planners, however, use both qualitative and quantitative information because they feel it is important to understand consumer behavior as well as to describe it.Additional readingPrimary research data can be collected through a number of research methods. For example, you might conduct a survey to find out how many people prefer two-ply toilet paper. The results would be expressed quantitatively as a number and as a percentage of the total. If you also reported the spontaneous comments, or verbatims, given to explain the preference, then you would be reporting qualitative data.Survey research.Several types of quantitative research are important in marketing and advertising. Survey research uses structured interview forms to ask large numbers of people the same questions. The questions can deal with personal characteristics, such as age, income, behavior, or attitudes. The people can be from an entire group, or population, or they can be a representative sample of a much larger group. Sampling uses a smaller number of people to represent the entire population.Experimental research. In experiments, researchers attempt to manipulate one (and sometimes more than one) important variable while controlling all the other variables that might affect the outcome. For example, an agency might want to know which of two commercials works better for a particular audience. People who represent that audience would be divided into equivalent group, and the first group would be shown one commercial while the second group would be shown the other. Both groups would then be questioned about whether they understood, liked, or were moved by the message. If the one important difference between the groups was the commercial, differences response could be used to estimate which of the two commercials was more effective.Direct observation.Direct observation is a type of field that takes researchers into a natural setting where they record the behavior of consumers. For example, you might be asked to do an aisle study in a supermarket. Your assignment would be to note how people buy a particular product or brand. Do they just grab a product and run? Do they compare price? Do they read the labels? How long do they spend making the decision? A pioneering study of the direct-observation technique concluded that direct observation has the advantage of revealing what people actually do, as distinguished from what people say. It can yield the correct answer hen fault memory desire to impress the interviewer, or simple inattention to details would cause an interview answer to be wrong. The biggest drawback to direct observation is that it shows what is happening, but not why. It is not very effective for evaluating attitudes and motives.Content analysis.Content analysis is a type of research that analyzes various dimensions of a message. In preparation for the development of a new advertising campaign, for example, the agency people might browse through magazines or listen to radio or television programs and code every advertisement by the competition. The print categories include such factors as size, use of color, type of layout, and type of headline. Television categories include length, number of scenes, use of music, types of shots, actors, characters, and product visuals. Content analysis can be used by advertising planner to suggest which message approaches have been most effective.In-depth interview. A common type of qualitative research is the in-depth,。
职场实用英语交际教程(中级)课件U8
Task:
1. Discuss the question with your partner
2. Write down your ideas ·think about the age range of target customers and arrange the content according to their preference... ·start by a question, give detailed description, and end by calling for action
Unit 8 Advertise a Product
Unit Outline
Motivating Inputting Outputting Extending
职场实用英语交际教程（中级）——Unit 8
Motivating
Warming-up
Bella & Flora Limited is a British high street clothes store. Recently, it has launched its new seasonal wear. Natalie Gao, who works in the Publicity Department, has been asked to write an advertisement for the Family magazine, to promote the new seasonal wear.
Yes. I believe they are willing to pay more for comfortable, quality products.
And most of them are married. Therefore, our advertising should create a strong message emphasising the importance of family. When they wear our clothes, they will feel a sense of identity and community.
市场营销专业英语 topic 8 优质课件
Add Service to Existing Merchandise Ranges
By adding services to existing merchandise ranges, this is the opportunity to offer added value to the customer and establish differentiation at one and the same time.
Expand the Core Customer Base
Assuming that the retail offer is well supported by the existing core customers, it follows that there should be an effort to identify other consumers sharing core customer characteristics. Given a target customer profile, store catchments areas should be ‘searched’ for consumers with the same or similar profiles.
Unit 8 Advertising
Unit 8 Advertising(The primary reason for advertising is to sell more goods.)* advertising noun [U]the activity or business of advertising things on television,in newspapers etc.(trying to persuade people to buy products or services)television/radio/newspaper advertising* advertise(vt, vi)to make (sth) generally or publicly knownto make something known generally or in public,especially in order to sell it* advertisement (advert, ad)* advertiserV ocabulary ExerciseChoose a word (from advertising, advertise, advertisement, advertiser)to complete each of the following sentences.1) A good ______ campaign will increase our sales.2) These products have been ______ very heavily.3) Both companies are spending millions on television ______.4) We placed ______ in a number of national newspapers.5) They plan to ______ the new model more widely.6) Put/Place an ______ in the local paper to sell your car.7) He works for an ______ agency. He works in (the) advertising (industry).8) If you want to attract more customers, try ______ in the local paper.9) Cigarette ______ has been banned.10) _____ is one of the biggest businesses in Britain.11) We ______ our new products in the local newspaper.12) She saw an ______ for a baby-sitter.13) _______ of medicines must be truthful about their benefits.Fill in each blank with a appropriate preposition (in, on, for, to)14) The company regularly advertises ______ TV/the Internet.15) The perfume has been advertised ______ all the major women's magazines.16) We are currently advertising ______ a new sales manager.17) Advertisers of alcoholic drinks mustn’t advertise ____ children.Keys:1) A good advertising campaign will increase our sales.2) These products have been advertised very heavily.3) Both candidates/companies are spending millions on television advertising.4) We placed advertisements in a number of national newspapers.5) There are plans (/They plan) to advertise the job more widely.6) Put/Place an advertisement in the local paper to sell your car.7) He works for an advertising agency.(He works in advertising.)8) Advertising is one of the biggest businesses in Britain.9) If you want to attract more customers, try advertising in the local paper.10) Cigarette advertising has been banned.11) We advertised our new products in the local newspaper.12) She saw an advertisement for a baby-sitter.13) Advertisers of medicines must be truthful about their benefits.14) The company regularly advertises on TV/the Internet.15) The perfume has been advertised in all the major women's magazines.16) We are currently advertising for a new sales manager.17) Advertisers of alcoholic drinks mustn’t advertise to children. Translation1) 该公司将发起一轮全国性的广告攻势。
《实用电子商务英语》unit8
Product-based Marketing Strategies
Managers at many companies think of their businesses in terms of the
After learning this unit, you will be able to:
➢Master some key terms related to marketing strategies.
➢Identify various ways to do Web marketing strategies. PPT模板下载：行业PPT模板： 节日PPT模板：素材下载： PPT背景图片：图表下载： 优秀PPT下载：教程： Word教程： 教程： 资料下载：课件下载： 范文下载：试卷下载： 教案下载： 字体下载：
marketing grows significantly1 each year. Many businesses are marketing their
products and services online through Internet tools. Internet marketing can be a
目录
CONTENTS
Grammar Review（倒装）
Supplementary Reading （数字时代的市场营销）
E-commerce-Related Knowledge
PPT模板下载：行业PPT模板： 节日PPT模板：素材下载： PPT背景图片：图表下载： 优秀PPT下载：教程： Word教程： 教程： 资料下载：课件下载：
职场实用英语交际教程(中级)教师用书_Unit 8
Teacher’s Book for Unit 8Unit 8 Advertise a productMotivatingAbout the unitAdvertising is crucial to every business as it provides the opportunity to make the target market aware of their product or services. It builds a connection between products or services and customers. Effective advertising not only attracts new customers, but also promotes repeat business as well. It helps companies to remain competitive and gain more sales. Depending on the scale of business, companies either have their own publicity department or hire a professional advertising agency to create an attractive and appealing advertisement. Common advertising media available to an advertiser include: direct mail, newspaper and magazines, television advertising, radio advertising, film advertising, outdoor advertising, window display, fairs and exhibition.This unit mainly focuses on writing advertising copy. In “Inputting”, Ss will learn the content and the necessary words and expressions to describe an advertised product, as well as how to structure and write the advertisement successfully, before they complete the production task in “Outputting”. “Extending” will help Ss learn the advantages and disadvantages of different advertising media and better understand the distinct features of language in advertising. After studying this unit, Ss will be able to write an advertisement and understand the importance of advertising in the business world.Teaching objectivesUpon completion of this unit, the T is expected to enable Ss to:●list the words and expressions concerning advertising (Listening & Reading:Form)●identify the selling points of a product (Listening & Reading: Content)●describe the structure of an advertisement (Structuring)●list three ways of advertising (Listening & Reading: Content)●write an advertisement based on information gathered about a product(Outputting)Teaching suggestionsA production-oriented approach is suggested here. By adopting this approach, the T needs to make clear the unit setting, the production task and the learning objectives in “Motivating”. With the content, language and structure learned in “Inputting”, the T can help Ss get prepared for the production task in “Outputting”. “Extending” is the final stage where a follow-up listening and reading are carried out.Sections TipsMotivating Period 1 (Warming-up)• Present the scenario of communication to Ss.(Trying-out)• Ask Ss to try out the communicative task.• Help Ss realise their gap to complete the task and arouse their interest in learning.(Taking aim)• Explain the learning objectives and the output task.• Make sure Ss can distinguish between the communication and the language objectives.• Make sure Ss are clear about the type and content of the output task.Inputting Periods 1-3(Listening)• Play the audio for Ss to listen to for the first time and to do Task 1 to get topics discussed about Bella & Flora’s products; check the answers and offer help to Ss if necessary.• Play the audio for Ss to listen to and to finish Task 2 to get further details about the products, such as fabrics, target customers, etc.; check answers and offer help to Ss if necessary.• Explain the Language Points (The T may explain the language points before the first listening).• Explain the Cultural Point and the Business Point.• Lead Ss to summarise the language that can be used to complete the output task.(Reading)• Guide Ss to read and understand the passage by finishing the two tasks of “Content” (Task 2 might be finished before Task 1 if necessary) toget details about the company’s new seasonal wear; check answers and provide assistance when necessary.• Explain the Language Points, the Cultural Point and the Business Point and any part of the passage that might be necessary for Ss.• Guide Ss to finish the three tasks of “Form” (some of the tasks such as Task 3 might also be finished flexibly while the language is being explained); check answers and provide assistance when necessary. • Lead Ss to note down more information of the new product and collect more language structures that are useful for the output task. (Structuring)• Explain the structure of an advertisement copy.• Guide Ss to grasp the structure of an advertisement by finishing the Task; check answers and provide assistance when necessary.• Make sure Ss have grasped the structure of an advertisement before moving to the next part of the unit.Outputting Period 4 • Describe the output task so that Ss are clear about each step of the task and relevant requirements of each step.• Guide Ss to finish the output task step by step and carry out the self-assessment.• Assess Ss’ performance by working with them together (construct the assessment criteria with Ss in advance and make a timely assessment inside or outside the class according to the time available).• Provide assistance when necessary.Extending (outside class) (Listening & Reading)• Assign Ss to finish the tasks and provide the channel through which Ss can check answers; provide assistance when necessary.• If time permits, the T can also guide Ss to finish the tasks inside the class and roughly follow the procedures of “Listening” and “Reading” in “Inputting”.Inputting2.1 ListeningLanguage focus1.No wonder we always have a good word of mouth advertising.no wonder: not surprising; not unusual难怪；不足为怪e.g. He has been learning French for several years. No wonder he has noproblem communicating with the locals.2.Our competitors are trying to grab our market share by undercutting their price.1)market share: the percentage of an industry’s sales that a particularcompany owns市场份额e.g. They claim to have a 20% worldwide market share.2)undercut: v.to offer goods or services at a lower price than (one’scompetitors) 以低于（他人）的价格出售e.g. They are undercutting us by 20 p a packet.3.Maybe that’s something to run the advertising campaign around.campaign: n. series of planned activities to gain a special object (宣传)活动e.g. It will cost a lot of money to run a political campaign.Reference answersTask 1☑quality☑ market share☐design☑price☑ target customers☐production process☑ advertising strategy☑ contact numberTask 21.silk2.green3.454.fashion5.middle6.quality7.identity8.familyScripts:Natalie:Mr Reefs, do you have a minute? I’m planning an ad for our new seasonal wear and I’d like to talk about it with you.Paul:Sure.Natalie:It’s perfect that our products are of the highest quality in the market.Paul:Yes, especially our fabrics which are of top quality—silk from China, fibre from India, and linen from Russia.Natalie:And our fabrics are all natural and green. No wonder we always have a good word of mouth advertising.Paul:Yes, but we’re facing strong competition at the moment. Our competitors are trying to grab our market share by undercuttingtheir price.Natalie:That’s true. But our target customers are those aged between 25 and 45 who live in cities. They are a fashion-conscious group, whoare educated and fall in the middle-class category. So, fortunately,they often have a relatively high income.Paul:Yes. I believe they are willing to pay more for comfortable, quality products.Natalie:And most of them are married. Therefore, our advertising should create a strong message emphasising the importance of family.When they wear our clothes, they will feel a sense of identity andcommunity.Paul:That’s true. Maybe that’s something to run the advertising campaign around. We hope our customers can associate our brandwith positive feelings such as happiness, family and love. Anadvertising campaign based on that idea could help keep us the topbrand in this area.Natalie:Absolutely.Paul:All right,if you have any further questions, please call me. Or you can also call 0040-2073689627, which is to be used as the contactnumber in the ad we have talked about.2.2 ReadingLanguage focus1.For this year’s spring and summer wear, Bella & Flora is devoting itself toproviding customers with new products based on simple but comfortable designs.1)devote oneself to: to give (one’s time, energy, etc) to sb/sth; to dedicate致力于；献身于e.g. The scientist devotes himself to the exploration of outer space.2)base on: to use sth as grounds, evidence, etc for sth else使建立在……基础上e.g. I base my hopes on the good news we had yesterday.2.The latest collection of Bella & Flora features a wide range of different whitecotton shirts for both men and women.feature: v. to give a prominent part to sth; to be characterized as... 以……为特色e.g. Chinese cuisine features a wide variety of tastes.3.We use organic cotton that is naturally grown in healthy soil, free of harmfulchemicals.free of: not harmed by sth dangerous; not spoiled by sth unpleasant免于……的影响或伤害e.g. I want to have a holiday free of all anxieties.4.The shirts made of these soft and comfortable fabric are suitable for bothworkdays and weekends.suitable for: right or appropriate for a purpose or an occasion适合的；适宜的e.g. You’d better buy some clothes suitable for cold weather.5.Their simple design can fulfill different purposes on different occasions.fulfill: v. to perform sth or bring sth to completion实现；履行e.g. Once you’ve made a promise, you need to fulfill it.6.For example, free-size wear is designed with a symbolic A-shape and loose-fitting cuttings, suitable for casual wear.casual: a. not formal 随便的；非正式的e.g. Please don’t wear casual clothes to the office.7.Apart from the basic colors of black and white, light blue has been added tobring a fresh feeling to the collection.apart from: leaving on one side; besides除了……之外（还）；不止e.g. Apart from global warming, is there any other reason for the weatherchange in this area?8.Since Bella & Flora is a lifestyle brand, the concept of family is held at the coreof the business.core: n. most important part of sth 核心；最重要的部分e.g. The technicians are trying their best to protect the core of the computerfrom the invading virus.This sentence contains an adverbial clause of reason “since Bella & Flora is a lifestyle brand”, starting with the subordinator “since”. It indicates why Bella & Flora holds family as the most important part of its business.This sentence can be paraphrased as: Bella & Flora is a lifestyle brand, so it holds the concept of family as the most important part of its business.Reference answersContentTask 11. D2. C3. B4. ATask 21. D2. D3. B4. B5. CFormTask 11.casually2. chemistry3. sleeves4. fulfilling5. featuringTask 21.based on2. apart from3. suitable for4. free of5. devoted himself toTask 3Model 11.The little girl saved by the firemen in the earthquake became a doctor.2.The pizza bought from the roadside bakery can be shared by four kids.Model 21.Since the necklace was a gift from her father, she cherished it very much.2.Since it was a complicated story, the man spent one hour explaining it.2.3 StructuringStructure extensionIn order to keep your advertising relevant and effective, it is very important to identify your target audience before you start writing an advertisement. You can first form a profile of your typical customer. For instance, if you sell gym equipment, you can logically assume your typical customer is either someone who owns a fitness facility store or an athlete who wants to exercise at home. Once you have correctly identified your target audience, you need to connect them with your brand. One of the most direct and most common ways is by telling them a story. Stories communicate messages in highly specific and emotionally impactful ways. They’re memorable, and they give us something to identify with and hold on to. Linking a brand with a good story allows customers to connect with the product on an emotional level, to be more receptive to its message and therefore more likely to buy it.An advertising slogan is a catchy tagline or phrase that is used by a company for advertising. It’s a short and sweet reminder of the value a brand offers to their customers. Almost every branding strategy involves the creation and use of an advertising slogan. The followings are some examples of the most popular slogans of all time: “Just Do It”--- Nike“Think Different”--- Apple“Impossible Is Nothing”--- Adidas“Open Happiness”--- Coca-Cola“Have It Your Way”--- Burger King“Go Beyond”--- Land Rover“I'm Lovin’It”--- McDonald's“Anytime, Anywhere”--- WalmartHere are some basic rules for creating an advertising slogan:1.Keep it short and simpleConsumers are more likely to remember brief statements or advertisements. Limit your slogan to no more than 10 words.2.Be consistentMake sure your business slogan complements your existing logo, company name and projected image.3.Focus on what makes you differentFigure out what your unique selling proposition is and use it.Reference answersHeadline:By asking the reader a question and using “special” three times to draw the attention.Body of the copy:a.The special occasions include a special moment with a friend, the end of a longday or the time after a delicious dinner.b.Sipsome travels the world to find the finest ingredients for the tea.Slogan:a.Sipsome tries to sell the concept of love to its customers.b.Alliteration is used in the slogan.c.It makes the language rhythmical and leaves the reader with a deep impression.Call-to-action:They can call at 1-800-457-0789.OutputtingSuggestions for evaluationContent Does the advertisement include the distinct selling pointsof the product?Structure Is the advertisement completely and logically organised?Language Are word choice and sentence structures appropriate?Communication Strategy Is the advertisement written clearly and effectively to the reader?SampleWe Take Care of Our Customers as We Take Care of Our FamilyAfter the launch of Basic Daily Wear, Bella & Flora brings you the new Seasonal Wear Series.This year’s spring and summer collection endeavors to explore themes of building a fashion family. We take you and your loved ones outdoors to enjoy the fragrance of spring and freshness of early summer. Whether you go hiking or havea picnic in the park, Bella & Flora gives you the same comfortable experience asalways. Being soft, yet strong and supple, our cotton wear allows you to move at your will and enjoy nature to your heart’s content. You no longer need to worry about sweaty shirts, because the airy texture of our organic cotton allows your skin to breathe thoroughly. Our loose-fit clothes are comfortable and casual, and are especially designed for outdoor activities. And don’t frown upon your kids’ muddy pants, because they are easy to wash and dry. So let them run in the woods as freely as happy birdies.With a neutral color palette, our new series is simple, basic and universal. The featured new color, light blue, gives you the sense of a cool breeze and a look of stylish simplicity.We offer a wardrobe for the whole family in this season. When you are wearing our products with your loved ones, we want you to have a sense of love and togetherness, because we believe in:the Best Quality for the Most Loved OnesContact: for further inquiry about our products, please call us at 0040-2073689627.ExtendingReference answers4.1 Listening1.B2. A3. B4. A5.A4.2 Reading1.positive impression2.argue3.depth4.Verbs and adverbs5.connotationsScripts:Tim:Hi, Natalie. I’ve heard that you are promoting our next season’s wear.Natalie:Yes. I have written an advertisement for the Family magazine.Tim:That’s great! But why don’t you use TV commercials? With the colourful scenes and sound, would it be more exciting andimpressive?Natalie:Yes, it would. But it is incredibly expensive. We couldn’t afford it.It normally costs about $300,000 to produce a high quality 30-second ad. We have an advertising budget of only $80,000, whichis rather tight, I’m afraid.Tim:Oh, I see. Well, I have always thought that TV has a very big audience.Natalie:But we may run the risk of spending a lot of money advertising to people who’ll never buy our products. We chose Family magazinebecause it has a subscription of over six million, yet its ads costonly one-third of TV ads. Besides, we can advertise directly to ourtarget customers.Tim:OK. That sounds good. We have to maximise the reach to our target users at the lowest possible cost.Natalie: Yes, you are right. Next time, we may try to advertise on somesocial media platforms as they are becoming very popular thesedays...。
- 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)。
Read the paragraphs about advertising. Decide which advertising medium each paragraph describes. 1. e 2. c 3. g 4. b Expressions Space: a period or interval of time一段时间 E.g. In the brief space of time the company went on the rocks.那家公司很快就破产了。 get across: to be comprehensible, acceptable以能被理解、 接受 E.g. Your thesis wouldn't get across if you used too many technical terms in it. 如果你用了过多的专业术语,你 的论文就不会被人理解。
剑桥标准商务英语教程（初级）
Business BENketing
Look at these chapter titles from a book about marketing. Match each with the correct summary on the right. 1. c Channels of distribution: 分销渠道 2. f Sales forecasting：销售预测 3. a Market research：市场调查 4. d Product life cycles：产品寿命周期 5. b Pricing：定价 6. e
Business BENCHMARK (Preliminary)
剑桥标准商务英语教程（初级）
Listening: Advertising media
Listen again and complete these notes.
audiences TV commercials less effective because 1. declining ________________ of recorder 2. video ________________
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Listening: Advertising media
You will hear an interview with the director of an advertising agency. He talks about the future of different advertising media. Listen and answer the following questions. Which four advertising media does he talk about. 1. TV advertising 2. online advertising (banners and pop-ups) 3. DVDs 4. commercial advertising (word of mouth) Which three media are becoming more important? Online advertising, DVDs and commercial advertising are becoming more important.
Business BENCHMARK (Preliminary)
Reading: Marketing
Match each of the causes with the correct effect. 1. 2. 3. 4. d a c b
low cost carrier: 低成本航空，廉价航空 廉价航空公司，又称为低价航空公司，指的是票价比一般航空公司便宜的新型态 航空公司。由于航空公司间的竞争激烈，一些中小型的航空公司逐渐以低廉的票 价做为卖点，自助成份较强的服务和简便快捷的登入，使廉价航空公司航线服务 成为航空交通公交化的门槛。 为了扩大市场份额，此类航空公司经常会定期或不定期地推出各种不同力度的折 扣。目前国内廉价航空市场主要以东南亚廉价航空公司为主。
剑桥标准商务英语教程（初级） Business BENCHMARK (Preliminary)
Reading: Marketing
Put the words and phrases from the box in the correct gap. 1. Because 2. so 3. This means that 4. result
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Reading: Marketing
Read the first paragraph again more carefully and identify the causes for the two effects in the table below. Write no more than three words for each cause.
word of mouth 5. (controlled) ________________
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Vocabulary: Marketing
Read the following dictionary definitions then unscramble the words at the start of each to make six terms connected with marketing 1. brand 2. logo 商标 3. slogan 口号 4. campaign 活动；战役 5. market share 市场占有率 6. market leader 市场领导者
Amount companies spend on Internet advertising is rising by
a year 3. 10%-15% ________________
Period when TV commercials were very 4. 1970s ________________ and 1980s effective‘commercial advertising’ means
Public relations：公关
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Reading: Marketing
Skim the first two paragraphs and tick the boxes if the following aspects of the brand are mentioned. 1. logo 2. staff uniform 3. colour scheme 4. slogan
Unit 8 Advertising and marketing
剑桥标准商务英语教程（初级）
Business BENCHMARK
We can see advertisement every minute and everywhere. Can you describe some of the advertisement that expressed you most? What are your impressions on advertisement? Why do people spend so much money and effort on advertising?
Business BENCHMARK (Preliminary)
剑桥标准商务英语教程（初级）
Listening: Advertising media
What do you think word of mouth means in advertising? Definition: An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Appreciate some advertisements in old days
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Getting started
剑桥标准商务英语教程（初级）
Business BENCHMARK (Preliminary)
Speaking: Advertising campaign
You are going to invent a radio advertisement based on one of the pictures on the worksheet and perform it for the rest of the class. You must use three of the words from the box below. Choose one of the pictures on the worksheet, decide what sort of product it represents and give it a brand name. You must not let the other groups of students know which picture you have chosen. When you have finished, perform the advertisement. The rest of the class should guess which picture the advertisement if based on.