新编剑桥商务英语Unit_4.pptVIP

Module 4 Types of Advertising 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 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. Vocabulary: Types of advertising word of mouth mailshots TV commercials spam banners newspaper adverts brochures sample Think about it What makes a good ad? ACCA: Awareness Comprehension Conviction Action Association of National Advertising 美国广告协会 AIDMA: Attention Interest Desire Memory Action By E.S. Lewis 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? Speaking: A short presentation Work in pairs. Each of you has one minute to prepare a short presentation on one of the following topics. You can use the following expressions to give tips and advice: Possible points Student A: When deciding what type of advertising to use: - How much will it cost? - Will it reach your target market? - Is it short-term or long-term promotion? Student 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 The Advertising Standard Authority (ASA) works to keep adverting legal, decent, honest and truthful. The ASA resolves thousands of complaints each year. It judges advertisements, direct marketing and sales promotions against a set of codes and its rulings are made independently of both government and the advertising industry. .uk 2. Here are three