Module4PPT课件

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1、1Module 44.1 Advertising4.2 Delegating2Objectives of this modulel To learn related words and expressionsl To learn to talk about advertisingl To learn how to put forward ideas and suggestionsl To be able understand specific information in listening3Types of advertisement commercialsPublic service ad

2、vertisements(PSAs)4 A commercial advertisement is one which someone has paid for to promote a product or service.5 PSAs are often placed for free and are intended to educate people about health,safety,or any other issues which affects public welfare.6 Different types of advertisementWarming-up Activ

3、ity One7Word of mouthmail shotsTV commercialsspambannersnewspaper advertsbrochuressamples邮寄广告邮寄广告报纸上的广告报纸上的广告横幅广告横幅广告电视广告电视广告垃圾邮件广告垃圾邮件广告口头广告口头广告样品样品小册子小册子8billboard9Loyalty cardLeafletInternet advertisingPromotionPromotional giftObjectiveTarget audienceMarketing10 What is advertisement?An advertise

4、ment provides information and uses persuasive language and exciting images to encourage people to buy a product or service or believe in an idea.11 Common places to find advertisementsbillboards newspapersmagazinesthe internetradiotelevision12Qualities of Advertising (by the U.S.Association of Natio

5、nal Advertising)ACCAAwarenessComprehension ConvictionAction受众意识受众意识易于理解易于理解令人令人信服信服敦促行动敦促行动13Warming-up Activity Two Discuss in your group about the advantages and disadvantages of the different types of advertisement.Think about issues such as:cost location number of people who see it how long peop

6、le see it for14Types of advertisingAdvantagesDisadvantagesmail shotsQuick to deliverNot seen for longTV commercialsMemorable and can be funPeople remember the advert but not the productWord for mouthYou trust this form mostPeople also spread bad newsbrochuresGive you more time to study the informati

7、onExpensive to produce and send out to your target marketsamplePeople can test before buyingexpensiveNewspaper advertsRead by manyignoredbannersTarget a market by choiceDisappear quicklyspamVery cheap to produce and deliverPeople delete them before readingAdvantages and Disadvantages of the Differen

8、t types of Advertisement 15Group WorkWork on the adverts you bring or get from the teacher.And then make comments about it according to the standards of a good advertisement.1.Whats the product or company?2.Who is the target consumer?3.How was it advertised?(e.g TV,radio,billboard,etc)4.How effectiv

9、e do you think it is?5.How can it be advertised in other ways?16 Listening ActivityTask 1 Advertising on the web He mentions the following techniques:-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 favorable d

10、omain name-email campaigns(spam)-send out a monthly newsletter-have competitions or give something for freerule number oneMy second rule is thatOr perhaps throughMy third tip isdont forget thatWhat might be better isIve found this to be effectiveThen there are 17Task 1:Advertising on the web Page 37

11、,Ex 5 Keys:1.A(advertise on the internet）2.A(The first thing is to remember that people use search engine.Soyour site needs to appear in the topin all of the major search engines.）3.B(Its a good idea to spend some useful time and effort on getting your links on other sites.)4.A(Email campaigns can w

12、ork and are an easy way to get traffic to the site.)5.C(Never to pay for advertising on the web.)18 Speaking activityExpressions that can be used to give tipsand advice:The first thing is toIts a good idea toYou can do this byAlso remember thatMy third tip is(never)toBefore we finish,dont forgetWhat

13、 might be better is to19Group Work:Discussion You are required to advertise your company products or services by using one of the ways we have talked about.Give your tips or advice to your group members by using the techniques you heard in the listening activity.Then you come to an agreement on whic

14、h way you will choose to advertise your company products or services.20 Pair Work Each of you has one minute to make notes and prepare a short presentation using the techniques we mentioned.Student A:What is important to remember when deciding what type of advertising to use?Student B:What is import

15、ant to remember about your target consumers when planning an advertising campaign?21Student A:When deciding which type of advertising to use,the first thing isto consider the cost.The company should decide the type ofadvertising according to the budget.If it is so expensive that thecompany cannot af

16、ford it,it will cause unnecessary burden tothe company.In addition to cost,also remember that it should reach vast number of target customers.For example,if the product aims at senior citizens,it should not choose the internet because manyof them do not surf the internet at all.In this case,radio or

17、 newspapers can be good alternatives.Besides you should consider whether it is a short-term or longterm promotion.If the type of advertisement can provide you with long-term promotion of a product or service that can reach immense audience,it can still be cost-effective because it canreach vast numb

18、er of people at a time at a considerable lowprice.22Student B:When planning advertising campaign,the first thing to consider is the age and gender of the target consumer.Only when you know the age and gender of the target customer can you know their likes and dislikes,and the media they often have a

19、ccess to.It is also a good idea to consider the typical income of their target customers.Their typical income can tell you the type of products or services they may enjoy.Your advertising campaign will be useless if you are aiming at people wit wrong income.In addition,dont forget to make an investi

20、gation into what they read to select an appropriate type of advertising.If the target customer doesnt log on the internet at all,launchingyour advertisement online lead to nothing.23Similarly,if target customers dont have the habit of reading newspapers,having your advertisement printed on newspaper

21、s will surely be a waste of money.24Reading:Advertising StandardsLegalDecentHonestTruthful 25Read the three cases and discuss which case each comment refers to.The company could argue that all the information was provided.The customers neednt have bought it,if they didnt like the ingredients that we

22、re included.She should have read the packing more carefully.4.The company must have known that children would copy the image.People should always check the terms and conditions.6.In this case,the company couldnt show the advert during the day.7.The rules say advertisers mustnt take advantage of youn

23、ger readers.Case study 1Case study 3Case study 3Case study 2Case study 1Case study 2Case study 1264.2 DelegatingIn-class activity Make a quick list of what you have to do this week.Walk around the class delegating as many of the jobs on your list to your classmates as possible.27Write the missing he

24、ads A-GDiscuss with your partner and work out theheadings.Keys:1.A2.E3.C4.D5.G6.F7.BMake use of their special skills-skills that you may not have.bits and piecesthey have ownership of a whole manageable projectrewardsfinancial or psychologicalExplain what results are expectedhow often the employee s

25、houldensure instructions are clear.Dont check up on them.allow them space toGive lots of praise,helpful feedbackit boosts confidence28A bad DelegatorReferenceThe manager clearly doesnt follow:1.The manager says,I dont want to give you anything too difficult.So it isnt challenging.3.He starts by sayi

26、ng,I know youre really busy but5.He doesnt ask the employee to explain the instructions back to him.6.He wont be available to answer questions.7.He doesnt give any praise for the work the employee did on the schedules last time.29 Writing:Report WritingWriting tips:Reports should be clearly laid out

27、 to make them easy to read.They often include headings such as:uIntroductionuFindinguConclusion(s)uRecommendation(s)30Date:12 November 2010Report on:Suitability of executive Relocation Services(ERS)IntroductionThis report aims to assess whether ERS meets Fenways needs(seeattached document)in relocat

28、ing employees and families to Dublin,Ireland.FindingsERS offers a comprehensive house search service including Internet previewing.Although it offers no partner employment service,ERS does placechildren in local schools.ERS also arranges all necessary documentationand offers full packing,storage and

29、 shipping services.ERS costs comparefavorably with competitors.ConclusionIt was concluded that ERS would fulfill of our key needs.RecommendationsERS was felt to offer a higher quality service.However,it is proposed thatno final decision should be made until other companies have also beenconsidered.3

30、1Report on:Suitability of Ludova Technologies Slovensko(LTS)Always give the report an overall titleUse abbreviations for names to reduce the number of words32IntroductionThis aim of this report is to assess whether theSlovakia company Ludova Technologies would bea suitable supplier of electrical goo

31、ds for us.Where possible use standard phrases.The report needs to be clearly divided into sections.Each section requires a suitable title.33FindingsA recent visit to the company showed that itsfacilities are quite old,which results in a ratherlimited production capacity.Despite this,lTSproduces an e

32、xtensive range of high-qualityproducts including radios,CD players,cassetteand video recorders.However,the out-of-date machinerymeans length delivery times of up tothree months.This situation may change when the planned modernization takes place next year.Use linking words to connect ideas34Conclusi

33、onAt present LTS would not be suitable for largeorders requiring quick delivery.Use formal language and no short forms35RecommendationsIt is recommended that we remain in contact withLTS and reconsider a supply contract once thefactory modernization is completed.Keep introductions,conclusions and re

34、commendations to just one sentence.36Useful phrases for report writingIntroduction:The aim/purpose of this report is toThis report aims toThis report sets out toFindingsIt was found thatclearly show(s)that37ConclusionsIt was concluded/decided/agreed/feltthatNo conclusions were reached regarding theI

35、n conclusion/On balance,Recommendation(s)We would recommend thatIt is recommended/proposed/suggestedthat38Adding ideasFurthermore/Moreover/In addition,Contrasting ideasHowever,AlthoughDespite/In spite ofwhile/whereasMaking comparisonsBoth/NeitherLike/Unlike39Linking cause and effectbecause of/as a r

36、esult of/due to/owingtoThis meansleads to/results in/causeresult fromTherefore/consequently,40Report on:visits to website and proposed marketing strategyIntroductionThe aim of this report is to comment on the number of peoplevisiting the company website in the last three months andpropose a marketin

37、g strategy for the next three months.FindingsIt is found that over the last three months,the number ofvisitors has increased by 650.There are two reasons for theincrease.First of all,we launched a newsletter for subscribers.Secondly in may,we ran a competition which was very popular.With regard to t

38、he costs,banners have cost 3,200 Euros amonth but very few people seem to visit the website as a resultof these.41RecommendationsIn order to increase the number of visitors,I wouldrecommend that we continue with the newsletter and run more competitions and quizzes.I also propose that we stop using banners and put more resources into setting up links with other sites to increase the traffic.42 Write a report on the feasibility of launching an auto assembly line in Changzhou New District.43Reading testAnswers1.A 2.B 3.D 4.C 5.B 6.A 7.D 8.C9.B 10.D 11.B 12.A 13.A 14.C 15.D