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Para 3 what the ad campaign says Para 4 how to reach the target audience
3. Why do you need to research your audience? Because the right message needs to be created for the right people.
3. Who is the target audience for this ad campaign? High-school teenagers.
4. What does the ad campaign aim to do? To discourage young people from
smoking. 5. What is the slogan for this campaign?
Unit 1 Project Developing an Ad Campaign
Teaching aims
In this lesson, you will learn:
Some basic information about an ad campaign from the first Passage
Title How do you build an ad campaign
starting Have a clear_a_i1m_ and an audience in
mind; figure out exactly what you want
to tell them and what you’re trying to
While the latter are often run __fo_r_f_re_e___(免费的). They tend to _d_e_a_l _w_it_h___(关于)
widespread social concerns, and are ____m_e_a_n_t_t_o___(旨在) educate people about
Fast reading
Read the article on page 18. Try to tell us the main idea of each paragraph. Para 1 the definition of an ad campaign
Para 2 the target audience and how to determine the target audience
Smoking kills!
Task-based reading: Table 2
Anti-smoking ad campaign To _5d_is__c_o_u_r_a_g_e__young people from smoking, we will start an anti-smoking ad campaign.
4. What should your advertising campaign depend on?
Mainly depend on the target audience and which kinds of ads reach that group best.
Task-based reading: Table 1
m__a2k_e_them do.
Who
Determine your _ta3r_g_e__t _audience by researching and analyzing in advance.
What How
Decide what you want the audience to know or think about
How to apply what you have learnt to develop your own ad campaign
Review: Quiz
Lead in
An advertisement uses words and pictures to __p_e_rs_u_a_d_e(劝说) people to buy a product or service, or to ___b_e_li_e_ve__in(相信) an idea. There are two main types of advertisements----___c_o_m_m__e_rc_ia_l_a_d_s___and ___p_u_b_l_ic_s_e_r_v_ic_e__a_d_s_. The former are usually __p_a_id_f_o_r__(付费) and always＿p＿lay＿tr＿ic＿ks＿on＿（欺骗，捉弄）customers.
Anti-smoking. 2. Why do they build this ad campaign?
Because the problem costs countries a lot of money and causes great damage to the welfare of the people.
High-school teenagers Educate them about the bad__6p_h_y_s_i_c_a_l__ effects of smoking and how the smoking affects those around them Explain all the_a_d7v__a_n_来自百度文库_a_g_e_s__of not smoking Show how smoking is not cool or attractive.
health, safety, or any other problem that affects public welfare.
Anti-smoking ad campaign
Appreciate a video clip, and think about what impresses you most in this video.
Decide your approach to _g_4e_tt_i_n_g__Your message across.
Read the second article on page 19 and answer the following questions: 1. What is the subject of this ad campaign?
3. Why do you need to research your audience? Because the right message needs to be created for the right people.
3. Who is the target audience for this ad campaign? High-school teenagers.
4. What does the ad campaign aim to do? To discourage young people from
smoking. 5. What is the slogan for this campaign?
Unit 1 Project Developing an Ad Campaign
Teaching aims
In this lesson, you will learn:
Some basic information about an ad campaign from the first Passage
Title How do you build an ad campaign
starting Have a clear_a_i1m_ and an audience in
mind; figure out exactly what you want
to tell them and what you’re trying to
While the latter are often run __fo_r_f_re_e___(免费的). They tend to _d_e_a_l _w_it_h___(关于)
widespread social concerns, and are ____m_e_a_n_t_t_o___(旨在) educate people about
Fast reading
Read the article on page 18. Try to tell us the main idea of each paragraph. Para 1 the definition of an ad campaign
Para 2 the target audience and how to determine the target audience
Smoking kills!
Task-based reading: Table 2
Anti-smoking ad campaign To _5d_is__c_o_u_r_a_g_e__young people from smoking, we will start an anti-smoking ad campaign.
4. What should your advertising campaign depend on?
Mainly depend on the target audience and which kinds of ads reach that group best.
Task-based reading: Table 1
m__a2k_e_them do.
Who
Determine your _ta3r_g_e__t _audience by researching and analyzing in advance.
What How
Decide what you want the audience to know or think about
How to apply what you have learnt to develop your own ad campaign
Review: Quiz
Lead in
An advertisement uses words and pictures to __p_e_rs_u_a_d_e(劝说) people to buy a product or service, or to ___b_e_li_e_ve__in(相信) an idea. There are two main types of advertisements----___c_o_m_m__e_rc_ia_l_a_d_s___and ___p_u_b_l_ic_s_e_r_v_ic_e__a_d_s_. The former are usually __p_a_id_f_o_r__(付费) and always＿p＿lay＿tr＿ic＿ks＿on＿（欺骗，捉弄）customers.
Anti-smoking. 2. Why do they build this ad campaign?
Because the problem costs countries a lot of money and causes great damage to the welfare of the people.
High-school teenagers Educate them about the bad__6p_h_y_s_i_c_a_l__ effects of smoking and how the smoking affects those around them Explain all the_a_d7v__a_n_来自百度文库_a_g_e_s__of not smoking Show how smoking is not cool or attractive.
health, safety, or any other problem that affects public welfare.
Anti-smoking ad campaign
Appreciate a video clip, and think about what impresses you most in this video.
Decide your approach to _g_4e_tt_i_n_g__Your message across.
Read the second article on page 19 and answer the following questions: 1. What is the subject of this ad campaign?