整合剑桥商务英语Unit4.ppt

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1、Module 4,Where you have seen advertising?,In the street,on the bus /at the bus station,on the radio,on TV,in the newspaper,in the magazine,advertisement on the Internet,Group Work,on balloons in the sky;,on entrance tickets;,on shopping bags;,on umbrellas, T-shirts, pencils, toys;,on mouse pads;,Gro

2、up Work,in free samples;,flyer ,and even on the walls of washrooms. .,Types of advertising,spam,Words of mouth,Mail shots,Mailshots 邮寄广告 Spam 垃圾邮件 Banners 横幅，标语，大字标题,Banners,Types of advertising,Mailshots 邮寄广告 TV commercials电视广告 Word of mouth口头广告 Spam滥发邮件广告 Banners横幅 Newspaper adverts Brochures小手册 S

3、ample样品,Vocabulary: Types of advertising,mailshots TV commercials word of mouth brochures, Sample newspaper adverts banners spam,1. Pizza delivery firms often do _ in the local area. Its cheap but lots of people probably throw the leaflet away. 2. _ reach millions of people but they are so expensive

4、. 3. I tend to listen to my friends recommendations more than anything else so _ is probably the most effective. 4. People use _ less and less because they can just go online if they want to find out whats available. 5. Its great when you get a free _ because you can really see what its like. 6. I s

5、uppose its good if youre looking for a job locally and _ are relatively cheap. 7. Im not sure about _. When I visit a website, I dont think I even notice them. 8. It used to irritate me but my new anti-virus software seems to block any _ from my inbox.,TV commercials,word of mouth,brochures,sample,n

6、ewspaper adverts,banners,spam,mailshots,Expressions,Pizza delivery firms披萨配送公司 Leaflet传单 Go online上网 Block any spam 阻止任何滥发邮件 Inbox收件箱,Work in pairs. Think of one more advantage or disadvantage for each type of advertising in exercise 1. Think about issues such as:,cost location number of people who

7、see it how long they see it for,Types of advertising,Advertising on the web,A web-business 网络广告公司 Marketing managers 营销经理 Where can you see advertisements online? Search engine pages Banners pop-ups ,Drop from the sky Blow away. Search engines Domain name Newsletter A short written report or news ab

8、out a club, organization or place etc that is regularly sent to people who are interested.,Advertising on the web,How to successfully advertise on the Internet? Use search engines to put your name at the top of listings Get links on other sites Through a site review Get free advertising Have a memor

9、able domain name Email campaigns (spam) Send out a monthly newsletter Have competitions or give something for free,Rule number one第一条规则是 My second rule is that我的第二条规则是 Or perhaps through或许通过 My third tip is我的第三个建议是 Before we finish dont forget that结束之前不要忘记 What might be better is可能是更好的办法 I found thi

10、s to be very effective and more positive than我发现这很有效，比更积极有效 Then there are此外还有,Useful expressions,One way would be to Drop from the sky Blow away Visit the site访问网站 Ways to overcome the impossible Search engines Get your links on other sites与其他网站链接,Rule number one My second rule is that Or perhaps t

11、hrough My third tip is Before we finish dont forget that What might be better is I have found this way to be very effective and more positive than Then there are,Speaking: A short presentation,Work in pairs. Each of you has one minute to prepare a short presentation on one of the following topics. Y

12、ou can use the following expressions to give tips and advice:,Topic A: What is important to remember when deciding what type of advertising to use?,Topic B: What is important to remember about your target consumer when planning an advertising campaign?,The first thing is to Its a good idea to You ca

13、n do this by Also remember that My third tip is (never) to Before we finish dont forget What might be better is to,Possible points,Student A: When deciding what type pf advertising to use: - How much will it cost? - Will it reach your target market? - Is it short-term or long-term promotion? Student

14、 B: What is important to know about your target consumer? - Age and gender - Typical income - What do they read/watch in order to select an appropriate type of advertising?,Reading: Advertising standards,1. Do you know who controls advertising in your country ? Read about ASA.,What ASA stands for? W

15、hat are the advertising standards for ASA? Whom are the rulings made by?,Case study 1: Mrs. Q bought a copy of the teenage girls magazine, Shout, for her twelve-year-old daughter. However, her daughter responded to an advertisement for ringtones offering 2 Tones 75p Each in large red figures. Furthe

16、r down the page, in the small print, were details of the standard costs for tones, graphics and animations which amounted to 4.50. The daughter only saw 75p Each in bold and didnt realize the offer was a subscription service. She began receiving lots of ringtones and paying 1.50 each time. Mrs. Q wa

17、s astonished and angry that a magazine aimed at children could contain such an advertisement. The ASA launched a formal investigation,Case Study 2: Almost 300 people contacted the ASA to complain about a TV commercial for the soft drink Fanta Z. The advert showed people drinking the companys product

18、 Fanta Light and then spitting it out. The idea was that some people didnt like Fanta Light but they would like the new drink Fanta Z. The majority of the people who complained said the advert would cause bad behavior in children. The company said their target audience was sixteen- to 24- year-olds

19、and not younger children. However, the ASA was concerned that young children would see the advert as fun and encourage them to spit. For this reason, it was agreed that the advert could only be shown after nine oclock in the evening.,Case Study 3: Normally MS A only buys organic or natural yoghurt b

20、ut she decided to buy Danones new range of Shape yoghurts when she saw the advertisement saying that Shape is simply a virtually fat-free yogurt packed with real fruit. And because there are no artificial sweeteners, when Ms A got the yogurt home, she saw eleven additives on the ingredients list. Sh

21、e contacted the ASA via its online complaints form. Eight other people also complained about the claim that the product had nothing added to the fruit,3. Look at the comments below about the three case studies form the ASA. Which case does each comment refer to?(p38),1) The company could argue that

22、all the information was provided. 2) The customers neednt have bought it, if they didnt like the ingredients that were included. 3) She should have read the packaging more carefully. 4) The company must have known that children would copy the images. 5) People should always check the terms and condi

23、tions. 6) In this case, the company couldnt show the advert during the day. 7) The rules say advertisers mustnt take advantage of younger readers.,New managers often find it difficult to delegate the tasks they used to do. But getting others to do what you did so well is a key to good management.,Re

24、ading: How to delegate,Read tips 1 7 below on how to delegate. Write in the missing headings A G.,A. Tailor work to the individual 根据个人特长分配工作 B. Be positive C. Give incentives 给予鼓励 D. Define the expectations and objectives 明确期望和目标 E. Delegate complete tasks 移交整体项目 F. Let go 放手放权 G. Avoid misundersta

25、nding 避免误解,1_It should be challenging and make use of their specific skills-skills that you may not have. 2_This is much more satisfying for the person delegated to than bits and pieces. If people feel they have ownership of a whole manageable project, they will usually rise to the challenge. 3_Dont

26、 start by saying “I know youre really busy and dont have time for this, but” Explain why the job is important and why you have chosen them. Also explain what the rewards are possibly financial or psychological. 4_Specify what results are needed, the deadline, and how often the employee should update

27、 you.,How to delegate,5_ After you have briefed the person, ask them to explain back to you what theyre going to do to ensure the instructions are clear. 6_Dont check up on them. Make yourself available to answer questions but allow them space to work on their own. 7_Give lots of praise, helpful fee

28、dback and constructive criticism. It boosts confidence and saves time next time.,Listening: A bad delegator,The 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 saying, “I know youre really busy but” 5.He d

29、oesnt 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.,1. Listen to a manager talking to a member of his department . Which of tips 1-7 for delegating doesnt he

30、 follow?,3. DelegatingWill you accept the assignment？,I dont want to give you anything too difficult. I know youre really busy but Sorry, I havent had time to sort through it but youll work it out. Ok, great. Sorry must go. If you have any questionserr, ask Mary.,Its a quite complicated task and wan

31、ts a good ability of communication. It is a challenge indeed.,Ive asked you to help because,Lets go through this one more time to check if its clear.,Feel free to call me if you have any questions.,Listening script,Manager: Hi, Harry. Sorry to bother you but Im so busy. Could you help me? I know you

32、re busy too but I have a meeting with the managing director tomorrow and I dont have time to do the schedules for next week. I know you did them last time I was off sick so thought you could do them again. I dont want to give you anything too difficult, do I? So if I give you this Sorry, I havent ha

33、d time to sort through it but youll work it out. OK, great. Sorry, must go. If you have any questions err, ask Mary. I think she did the schedules last time I was on holiday so she can help too. Fine. Bye.,Some expressions you can use to delegate,A. Ive asked you because B. Let me know how its going

34、 once a week, please C. Ill need a report on this with your findings and your recommendations. D. So, lets go through this one more time to check if its clear E. Youve done a great job on this! F. Ive got a job here that will really interest you G. Id like you to be in charge of all of it. H. Feel f

35、ree to call me if you have any questions. I. Can you give this priority because they need it as soon as possible. J. The deadline for this is next Thursday. Listening 4.3,Writing: A report,Understand the task preparing a short report on the number of people visiting the company in the last three mon

36、ths . propose a marketing strategy for the next three months.,Read the information below.,ran competition very popular,launched newsletter for subscribers,2300,2700,2950,very few people visit because of these,except my time!,商务报告,构成 Useful phrases Tips procedures Report writing,构成,Introduction Aim W

37、hy you have been asked to write it What you will have done by the end Findings Describe the facts and information Recommendations Make recommendations and propose,useful phrases for report writing.,Introduction This report sets out to The purpose/aim of this report is to This report aims to Findings

38、 In addition to Alternatively/Secondly As a result of/This means Recommendations In conclusion/it was concluded/agreed I would suggest /recommend that The findings clearly show that we should It is suggested that/ proposed that,More phrases,Adding ideas Further more/moreover/in addition Contrasting

39、ideas However/although/despite/in spite of While/whereas Making comparisons Both/neither/like/unlike Linking cause and effect Because of/as a result of/due to/ owing to This means Leads to/results in,Tips,An overall title (short) Short Can use abbreviations for names Be divided into sections Easier

40、to read Use headings Use linking words and standard phrases Principle (ABCD) Accurate准确无误 Brief简明扼要 Clear结构清晰 Decisive建议果断明确,procedure,Plan your report How many sections will there be? Give each section a heading Think of phrase and vocabulary to include in each section Check that your plan covers a

41、ll the points. Then write your report Check your answer Does it fully complete the task? Is the information clearly organized? Are the grammar, vocabulary and style appropriate? Make any necessary changes. Make sure you keep within12-140words.,Report on _visits to website and proposed marketing strategy_,P95: Write a short report (120-140 words). Focus group专题小组，小组座谈会 Diet drink低热量健怡饮料 Diet version 低热量型 Preference 喜好，偏爱 Medium preference喜好程度一般,Homework,