新编剑桥商务英语Unit-4.pptx

Module 4VocabularyListeningABReadingDSpeakingCAdvertising on the webAdvertising standardsTypes of advertisingA short presentation4.1 AdvertisingVocabulary:Types of advertising1.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.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 suppose 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 commercialsword of mouthbrochuressamplenewspaper advertsbannersspammailshotsWork in pairs.Think of one more advantage or disadvantage for each type of advertising in exercise 1.Think about issues such as:1)cost2)location3)number of people who see it4)how long they see it forTypes of advertisingTypes of advertisingAdvantagesDisadvantagesmail shotsquick to delivernot seen for longTV commercialsmemorable and can be funpeople remember the advert but not the productword of mouthyou trust this form mostpeople can also spread bad newsbrochuresgive you more time to study information expensive to produce and send out to your target marketsamplepeople can test before buyingexpensivenewspaper advertsread by manyread quickly or ignoredbannersyou can target a market by choice of websitethey disappear quicklyspamvery cheap to produce and deliverpeople delete them before readingListening: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?-have competitions or give something for free-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 newsletter2.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 on _.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.Its 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.Speaking:A short presentationlWork 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: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 toIts a good idea toYou can do this byAlso remember thatMy third tip is(never)toBefore we finish dont forget What might be better is to Possible pointsStudent 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 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 standardsThe Advertising Standard Authority(ASA)works tokeep 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.http:/www.asa.org.uk2.Here are three cases the ASA has successfully dealt with.Read each case study and afterwards discuss the following:l1)Is the type of advertising mentioned common in your country?l2)Do your think the advertisers were completely wrong in each case study?l3)Have you had any similar experiences with advertising?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.Further 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 was astonished and angry that a magazine aimed at children could contain such an advertisement.The ASA launched a formal investigationCase 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 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 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 but 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.She 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?1)The company could argue that 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 conditions.6)In this case,the company couldnt show the advert during the day.7)The rules say advertisers mustnt take advantage of younger readers.Grammar:Modals1.Look back at the seven comments in the last exercise.Underline the modal verb in each sentence and write it in this summary.Possibility:can,_Obligation:must,_,have toAdvice:_Criticism:_,ought toDeduction:_,cant be,cant/couldnt have beenLack of obligation:didnt have to,_,didnt need toNo possibility:cant,_couldneedntshouldmustshouldcouldntmustnt2.Underline the correct verb in these sentences.1)Many viewers think the ASA should/can stop advertisers increasing the volume on TV commercials because it really annoys them2)A:Sorry,I forgot to bring you the information you asked for.B:Thats OK.You didnt need to/neednt have.I found it on the Internet.3)They dont have to/mustnt use the same trademark as us.If they do,well sue.4)Their lawyers should/must have told them not to take it to court because we never heard from them again.5)He couldnt get/couldnt have got through when he tried to call.6)She didnt need to complain/neednt have complained because eight other people also did.7)Consumers dont have to/mustnt buy the product.After all,nobody forces them!8)They shouldnt/couldnt have tried to defend the case.It was obvious theyd lose.4.2 DelegatingDelegatingListeningA bad delegatorA reportReadingHow to delegateSpeakingWritingNew 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.lA.Tailor work to the individual lB.Be positivelC.Give incentiveslD.Define the expectations and objectiveslE.Delegate complete taskslF.Let golG.Avoid misunderstandingReading:How to delegateRead tips 1 7 below on how to delegate.Write in the missing headings A G.l1_It should be challenging and make use of their specific skills-skills that you may not have.l2_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.l3_Dont 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.l4_Specify what results are needed,the deadline,and how often the employee should update you.How to delegatel5_ After you have briefed the person,ask them to explain back to you what theyre going to do to ensure the instructions are clear.l6_Dont check up on them.Make yourself available to answer questions but allow them space to work on their own.l7_Give lots of praise,helpful feedback and constructive criticism.It boosts confidence and saves time next time.Listening:A bad delegatorThe 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 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.1.Listen to a manager talking to a member of his department.Which of tips 1-7 for delegating doesnt he follow?Speaking:DelegatinglBuy some coffee from the shop across the streetlOrganize all the filing in your officelAttend a trade fair for you this weekendlTell another member of staff not to sent personal emails in company timelPrepare a report on the effectiveness of the companys website.Work in pairs.Take turns to delegate the following jobs to each other.Remember to follow all the tips mentioned above and use some of the following expressions.Some expressions you can use to delegatelA.Ive asked you becauselB.Let me know how its going once a week,pleaselC.Ill need a report on this with your findings and your recommendations.lD.So,lets go through this one more time to check if its clearlE.Youve done a great job on this!lF.Ive got a job here that will really interest youlG.Id like you to be in charge of all of it.lH.Feel free to call me if you have any questions.lI.Can you give this priority because they need it as soon as possible.lJ.The deadline for this is next Thursday.1.Read the information and the task below:You work in the marketing department of your company and your line manager has delegated to you the task of preparing a short report.You must report on the number of people visiting the company website in the last three months and propose a marketing strategy for the next three months.You have already made some handwritten notes on the information below.Writing:A reportran competition very popularlaunched newsletter for subscribers230027002950Spending on Internet advertising for MayCostBanners on other sites(euros/month)3,200Monthly newsletter emailed to subscribersNo costvery few people visit because of theseexcept my time!IntroductionThe aim of this report is to _FindingsOver the last three months,the number of visitors has _.There are two reasons for the increase.First of all,we _Secondly in May_With regards to costs,banners have cost _but very few _On the other hand,the newsletter _RecommendationsIn order to increase this number I would recommend that _Report on _Tip 1:Keep the title of the report short.It only needs to tell your reader the subject.Tip 2:Divide your report into sections to make it easier to read.Use headings such as Introduction,Findings,Conclusions,Recommendations.Tip 3:State the aim of the report in the introduction.This will include why you have been asked to write it and what you will have done by the end.Tip 4:In the findings section describe the facts and information.Avoid giving your opinion at this stage.Tip 5:In the final section,make recommendations based on the findings and propose actionIntroductionThe aim of this report is to comment on the number of people visiting the_ company website in the last three months and propose a marketing strategy for the next three months._FindingsOver the last three months,the number of visitors has increased by 650.There are two reasons for the increase.First of all,we launched a newsletter for subscribes.Secondly in May,we ran a competition which was very popular.lWith regards to costs,banners have cost 3200 euros a month but very few people seem to visit the website as a result of these.On the other hand,the newsletter doesnt cost anything(other than my time)but has helped to increase the number of visitors.RecommendationsIn order to increase this number I would recommend 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.Report on _visits to website and proposed marketing strategy_2.Here are more phrases you can use for report writing.IntroductionThis report sets out toThe purpose of this report is toFindingsIn addition toAlternativelyAs a result ofThis meansRecommendationsIn conclusionI would suggest thatThe findings clearly show that we shouldChoose a website you are familiar with.For example:-Your company or place of studys website -A website you like to visitImagine you have been asked by the website designers tohelp improve the website.Describe what you(and your colleagues)like about it,say what could be improved and make some recommendations.Write a short report(120-140 words).Assignment