新编商务英语精读第4册unit-1.ppt
Unit-1,Teaching Aim,Reading I,Reading II,Extended Activities,Advertisement,Teaching Aim,Teaching Aim,Unit 1 Advertisement,Cognitive Information（认知信息）:Advertisement;Ways of Advertising Language Focus（内容重点）,Key Words:expose,expenditure,heading,pervasive,channel,schedule,nuisance,poster,tempt,sponsor,sportswear,regulation,legislation,maximum,ensure;Phrases:be exposed to,aim to/at,be subject to3.Communicative Skills（交际技能）Expressions:Persuasion Reading:Language of Advertising,Background Information,Reading I,Reading I,Unit 1 Advertisement,Pre-reading,Text,New Words and Expressions,Exercises,Post-reading,广告,广告是为了某种特定的需要，通过一定形式的媒体，消耗一定费用，公开而广泛地向公众传递信息的宣传手段。广告有广义和狭义之分，广义广告包括非经济广告和经济广告。非经济广告指不以盈利为目的的广告，又称公益广告，如政府行政部门、社会事业单位乃至个人的各种公告、启事、声明等，主要目的是推广；狭义广告仅指经济广告，又称商业广告，是指以盈利为目的的广告，通常是商品生产者、经营者和消费者之间沟通信息的重要手段，或企业占领市场、推销产品、提供劳务的重要形式，主要目的是扩大经济效益。Advertising is the paid,non-personal promotion of a cause,idea,product,or service by an identified sponsor attempting to inform or persuade a particular target audience.Advertising has evolved to take a variety of forms and has permeated弥漫；渗透nearly every aspect of modern society.Every major medium is used to deliver the message。,事件一：有资料表明，2005年，蒙牛在“超女”上投入了1400万元冠名费、8000多万元的后续支持，近1亿元的总投入，换来了品牌价值的大幅提升，以及蒙牛酸酸乳25亿元的销售业绩。事件二：脑白金事件三：雕牌透明皂transparent soap,Commercial Ads,Public service announ-cement,Pre-reading,Pre-reading I,Unit 1 Advertisement,Work with your partner and write out as many words or expressions as possible about advertising.,1.Advertisement media:TV,magazines,public transportation,press,newspapers,cinema,stadium,mail,internet,telephone directory,billboard,neon lamp2.Advertisement methods:jingles,free samples,slogans,exhibition,shop window display,world of mouth,leaflet,sponsorship,sales promotion,mail shot,phone shot,short message3.Verbs related to advertisement:promote,run,place,launch,sponsor,publicize,exhibit,Pre-reading-I,Pre-reading II,Unit 1 Advertisement,Watch the pictures and videos of ad and then discuss the following questions.,1.What functions does ad have?2.What is your favorite advertisement?Describe it and tell why you like it most.,A fair is a market exhibition at which producers,traders,and consumers meet either to buy or sell goods and services.Before the development of transportation and marketing,fairs provided the primary opportunity for the exchange of merchandise,and served as centers of community social life.With the expanding of commerce,trade fairs declined and to a large extent were replaced by outdoor and indoor general markets.In the 17th century pleasure fairs,dominated by entertainment such as plays,because popular.International trade fairs,devoted solely to commercial display and directed toward businessmen,have also become popular since World War2.Today the exposition which combines entertainment and commerce is a new form of fairs.,Pre-reading-II,Pre-reading,Unit 1 Advertisement,Dictation,Listen carefully,write down the article and then translate into Chinese.,Text-1,Text,Unit 1 Advertisement,Advertising,Text-2,Text,Unit 1 Advertisement,National newspapers concentrate more on specialized advertising,especially for business and professional people,while local papers frequently have a high proportion of advertisements devoted to the sale of cars and houses.All newspapers have a selection called“classified ads”where small advertisements or announcements are listed under various headings.Free newspapers,which are delivered weekly to most homes,have the highest advertising content of all newspapers.,Text-3,Text,Unit 1 Advertisement,3.One of the most powerful and pervasive types of advertising is that of television,and slogans used in television commercials often become popular catchphrases.All the independent channels in Britain,ITV,Channel 4 and the satellite stations include commercial breaks in their schedules,both between programmes and during them.Similar commercial advertising is carried by the independent radio stations,BBC television and radio（and in the USA,CBC and PBS）,however,carry no advertising.,Text-4,Text,Unit 1 Advertisement,4.Manufacturers often use other methods of promotion to advertise their products.Sometimes they arrange to send leaflets with details of a particular product inserted in a magazine or newspaper,or posted to a persons home.Free samples of new products are often also delivered.A firm may telephone people at home to tell them about a new service or brand of product,perhaps with a special“introductory offer”to persuade them to buy.As more of these direct marketing and telephone“shots”are used both in Britain and the USA,many people regard them as a nuisance and ask for their names to be taken off the mailing lists,which are often sold by one company to another.In towns,advertisements are seen on almost every street,both on individual shops and on hoardings and posters.Stores place eye-catching notices in the window to tempt people in,and advertisements are put on buses and taxies,and inside trains on the London underground.,Text-5,Text,Unit 1 Advertisement,5.Many large companies sponsor popular events as well as individual athletes or players,using the opportunity to advertise their name prominently at the sports ground or on the individuals sportswear or equipment,at a football match or a tennis tournament,for example.Tobacco companies frequently use this method.,Text-6,Text,Unit 1 Advertisement,6.Advertising on British television is subject to strict regulations.Current legislation limits advertising to 7 minutes an hour between 6：00 and 11：00 pm and advertising breaks may not be inserted in certain kinds of programmes,such as school broadcasts.On independent radio,advertising is restricted to a maximum of 9 minutes per hour.,7.Recently,changes were made in the law so that some professional groups that were previously not allowed to advertise their services,may do so.These include solicitors and family doctors in Britain and lawyers in the USA.,Text-7,Text,Unit 1 Advertisement,Text-8,Text,Unit 1 Advertisement,8.In Britain advertising in the press,the cinema and on posters is controlled by the Advertising Standards Authority,which aims to ensure that advertisements are“legal,decent,honest and truthful”.The public has the right to complain to the authority for any reason,about an advertisement.The Independent Broadcasting Authority（IBA）is responsible for controlling advertising on television.,Background Information,Background Information,1.Advertising Advertising is the paid,non-personal promotion of a cause,idea,product,or service by an identified sponsor attempting to inform or persuade a particular target audience.Advertising has evolved to take a variety of forms and has permeated nearly every aspect of modern society.Every major medium is used to deliver the message：television,radio,movies,magazines,newspapers,the Internet,and billboards.Advertisements can also be seen on the seats of grocery carts,on the walls of an airport walkway,and the sides of buses,or heard in telephone hold messages or instore PA systems（Public Address System,有线广播系统）nearly anywhere a visual or,Unit 1 Advertisement,Background Information,Background Information,1.Advertising audible communication can be placed.Advertising clients are predominantly,but not exclusively,for-profit corporations seeking to increase demand for their products or services.Other organizations that frequently spend large sums of money on advertising include political campaigns,interest groups and religionsupporting organizations.While advertising can be successful at getting the message out,it does have several limitations,including its inability to focus on an individual consumers specific needs,to provide in-depth information about a product,and to be cost-effective for small companies.,Unit 1 Advertisement,Background Information,2.Forms of advertising Advertising can take a number of forms,including advocacy,comparative,cooperative,direct-mail,informational,institutional,outdoor,persuasive,product,reminder,point-of-purchase,and specialty advertising.Most companies are successful in achieving their goals for increasing public recognition and sales through these efforts.Advocacy Advertising is normally thought of as any advertisement,message,or public communication regarding economic,political,or social issues.The advertising campaign is designed to persuade public opinion regarding a specific issue important in the public arena.Almost all nonprofit groups use some forms of,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising advocacy advertising to influence the publics attitude toward a particular issue.Comparative Advertising compares one brand directly or indirectly with one or more competing brands.This advertising technique is very common and is used by nearly every major industry.One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided,thus making the effectiveness of comparison advertising questionable.In addition,companies that engage in comparative advertising must be careful not to misinform the public about a competitors product.,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising Incorrect or misleading information may trigger a lawsuit by the aggrieved company.Cooperative Advertising is a system that allows two parties to share advertising costs.Manufacturers and distributors,because of their shared interest in selling the product,usually use this cooperative advertising technique.Cooperative advertising is especially appealing to small storeowners who,on their own,could not afford to advertise the product adequately.Direct-Mail Advertising Catalogues,flyers,letters,and postcards are just a few of the direct-mail advertising options.Direct-mail advertising has several advantages,including detail of information,personalization,selectivity,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising and speed.But while direct-mail has advantages,it carries an expensive per-head price,is dependent on the appropriateness of the mailing list,and is resented by some customers,who consider it“junk mail”.Informational Advertising In informational advertising,which is used when a new product is first being introduced,the emphasis is on promoting the product name,benefits,and possible uses.Institutional Advertising takes a much broader approach,concentrating on the benefits,concept,idea,or philosophy of a particular industry.Companies often use it to promote image-building activities,such as environmentally friendly business practices or new community-based programs that it sponsors.Institutional,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising advertising is closely related to public relations,since both are interested in promoting a positive image of the company to the public.Outdoor Advertising Billboards and messages painted on the side of buildings are common forms of outdoor advertising,which is often used when quick,simple ideas are being promoted.Since repetition is the key to successful promotion,outdoor advertising is most effective when located along heavily traveled city streets and when the product being promoted can be purchased locally.Persuasive Advertising is used after a product has been introduced to customers.The primary goal is for a company to build selective demand for its product.For,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising example,automobile manufacturers often produce special advertisements promoting the safety features of their vehicles.This type of advertisement could allow automobile manufactures to charge more for their products because of the perceived higher quality the safety features afford.Product Advertising pertains to non-personal selling of a specific product.An example is a regular television commercial promoting a soft drink.The primary purpose of the advertisement is to promote the specific soft drink,not the entire softdrink line of a company.Reminder Advertising is used for products that have,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising entered the mature stage of the product life cycle.The advertisements are simply designed to remind customers about the product and to maintain awareness.For example,detergent producers spend a considerable amount of money each year promoting their products to remind customers that their products are still available and for sale.Point-of-Purchase Advertising uses displays or other promotional items near the product that is being sold.The primary motivation is to attract customers to the display so that they will purchase the product.Stores are more likely to use point-of-purchase displays if they have help from the manufacturer in setting them up or if the manufacturer provides,Background Information,Unit 1 Advertisement,Background Information,2.Forms of advertising easy instructions on how to use the displays.Specialty Advertising is a form of sales promotion designed to increase public recognition of a companys name.A company can have its name put on a variety of items,such as caps,glassware,gym bags,jackets,key chains,and pens.The value of specialty advertising varies depending on how long the items used in the effort last.,Background Information,Unit 1 Advertisement,Background Information,3.Advertising objectives Advertising objectives are the communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame.A company that advertises usually strives to achieve one of four advertising objectives:trial,continuity,brand switching,and switchback.Which of the four advertising objectives is selected usually depends on where the product is in its life cycle.Trial The purpose of the trial objective is to encourage customers to make an initial purchase of a new product.Companies will typically employ creative advertising strategies in order to cut through other competing advertisements.The reason is simple:Without that first,Background Information,Unit 1 Advertisement,Background Information,3.Advertising objectives trial of a product by customers,there will not be any repeat purchases.Continuity Continuity advertising is a strategy to keep current customers using a particular product.Existing customers are targeted and are usually provided new and different information about a product that is designed to build consumer loyalty.Brand Switching Companies adopt brand switching as an objective when they want customers to switch from competitors brands to their brands.A common strategy is for a company to compare product price or quality in order to convince customers to switch to its product brand.,Background Information,Unit 1 Advertisement,Background Information
