2015年新编剑桥商务英语Unit4

Module 4

4.1 Advertising

Types of advertising

AVocabulary

BListening

Advertising on the web

A short presentation

CSpeaking

DReading

Advertising standards

Vocabulary: Types of advertisingmailshots Sample TV commercials newspaper adverts word of mouth banners brochures, spammailshots in the local area. It’s cheap but lots 1. Pizza delivery firms often do _________ of people probably throw the leaflet away. TV commercials reach millions of people but they are so expensive. 2. _______________ 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. sample 5. It’s great when you get a free _____ because you can really see what it’s like. newspaper adverts 6. I suppose it’s good if you’re looking for a job locally and _________________ are relatively cheap. banners 7. I’m not sure about _________. When I visit a website, I don’t think I even notice them. spam 8. It used to irritate me but my new anti-virus software seems to block any ______ from my inbox.

Work in pairs. Think of one more advantage or disadvantage for each type of advertising in exercise 1. Think about issues such as:1) cost

2) location3) number of people who see it 4) how long they see it for

Types of advertisingTypes of advertising mailshots Advantages quick to deliver Disadvantages not seen for long

TV commercialsword of mouth brochures sample newspaper adverts banners

memorable and can be funyou trust this form most give you more time to study information people can test before buying read by many you can target a market by choice of website

people remember the advert but not the productpeople can also spread bad news expensive to produce and send out to your target market expensive read quickly or ignored they disappear quickly

spam

very cheap to produce and deliver

people delete them before reading

Listening: Advertising on the web1. 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

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 o

n _______. 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.

Listening scriptSpeaker: 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.

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. 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. Once you’ve got people visiting the site, keep statistics on how many people visit per day and how often people return to the site. In other words, find out who they are. How old they are. Where …… 此处隐藏：6998字，全部文档内容请下载后查看。喜欢就下载吧 ……