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