新编剑桥商务英语Unit_4

Work in pairs. Think of one more advantage or disadvantage for each type of advertising in exercise 2. Think about issues such as:
1) cost
2) location
3) number of people who see it 4) how long they see it for
• What’s the product or company? • Who will most likely be interested in the ad? • In what way is it advertised? • What’s the purpose of each ad?
Types of Advertising
Module 4
4.1 Advertising
Types of advertising
A
Vocabulary
B
Listening
Advertising on the web
A short presentation
C
Speaking
D
Reading
Advertising standards
Types of Advertising
Think about it What makes a good ad?
ACCA: • Awareness • Comprehension • Conviction • Action AIDMA: • Attention • Interest • Desire • Memory • Action
---- By E.S. Lewis
Listening script
Speaker: Imagine you have a new product or a new service and you want the world to know about it. One way would be to write the advertisement onto ten or a hundred or a thousand pieces of paper and drop them from the sky over your town or city. Someone on the ground might pick one up and read it. Maybe two or three people. On the other hand the wind might blow them away. Now imagine doing the same thing but this time throwing them into the air with adverts for every other product or service in the world. You probably wouldn‟t do it, would you? Well, unfortunately, that;s what it‟s like to advertise on the Internet. Trying to make your product, service or website known to the rest of the Internet community can be very, very frustrating. Not only making it known, but getting visitors to actually visit the site can seem impossible. But there are ways to overcome the impossible when advertising on the Internet, as long as you follow three rules. So, rule number one, the first thing is to remember that people use search engines. So whenever someone types in a keyword linked to your business, your site needs to appear in the top 50 or so listings in all of the major search engines. Any lower and no one will ever find you.
----Association of National Advertising 美国广告协会
Listening: Advertising on the web
1. Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention? - use search engines to put your name at the top of the listings •- get links on other sites •- through a site review •- get free advertising •- have a memorable domain name •- email campaigns (spam) •- send out a monthly newsletter •- have competitions or give something for free •- keep a file of your visitors
My second rule is that it‟s a good idea to spend some useful time and effort on getting your links on other sites. This is an excellent, though very timeconsuming way to increase visitors. You can do this by sharing links with other companies, so they have a link on your site and you put one on theirs. Or perhaps through a site review which recommends your products. Also remember that the more links you have elsewhere, the more likely people are to find you through a search engine. My third tip is never to pay for advertising on the web. I think that unless you have a very good reason, it‟s a waste of money. With so many ways to get free advertising, I‟ve found very little reason to pay for things like banners to promote my site. So those are my three starting points for anyone thinking of web advertising. Before we finish don‟t forget that a memorable domain name that people can easily type will help. Email campaigns can work and are an easy way to get traffic to the site though it doesn‟t last long. What might be better is to have a monthly newsletter, which people sign up for. I‟ve found this to be very effective and more positive than sending spam. Then there are contests with prizes or anything free – maybe some software or cool graphics.
2. Listen again and choose the best ending A, B or C for each sentence 1 – 5. 1. The speaker compares throwing adverts into the air to _______. A. Internet advertising. B. wasting money on advertising. C. advertising with leaflets. 2. His first piece of advice is to ________. A. make sure people find you on the search engine. B. make sure people visit the search engine. C. set up a search engine. 3. Spend plenty of time on _______. A. promoting others on your site. B. creating links to increase traffic. C. recommending your product on other sites. 4. The speaker __________. A. thinks email can be effective. B. is doubtful about using email. C. never sends marketing emails. 5. It‟s a good idea to ________. A. give free samples away at the beginning. B. make the website free to visit. C. offer something free to encourage people to return.
From the perspective of their purpose: • Non-commercial ads (public service ads) • Commercial ads
From the perspective of their approaches: • Billboard ads/ paper ads/ radio/ internet ads/ public LED screen/ booth/ parade/ movable exhibit vehicle etc.
wenku.baidu.com
Vocabulary: Types of advertising
word of mouth mailshots banners newspaper adverts TV commercials spam brochures sample
mailshots 1. Pizza delivery firms often do _________ in the local area. It‟s cheap but lots of people probably throw the leaflet away. TV commercials 2. _______________ reach millions of people but they are so expensive. 3. I tend to listen to my friends‟ recommendations more than anything else so word of mouth ________________ is probably the most effective. 4. People use brochures less and less because they can just go online if they _________ want to find out what‟s available. 5. It‟s great when you get a freesample because you can really see what it‟s like. _____ 6. I suppose it‟s good if you‟re looking for a job locally and _________________ newspaper adverts are relatively cheap. 7. I‟m not sure about _________. When I visit a website, I don‟t think I even banners notice them. 8. It used to irritate me but my new anti-virus software seems to block any spam ______ from my inbox.