Module 4

Module44.1Advertising4.2DelegatingObjectivesofthismoduleTolearnrelatedwordsandexpressionsTolearntotalkaboutadvertisingTolearnhowtoputforwardideasandsuggestionsTobeableunderstandspecificinformationinlisteningTypesofadvertisementcommercialsPublicserviceadvertisements(PSAs)Acommercialadvertisementisonewhichsomeonehaspaidfortopromoteaproductorservice.PSAsareoftenplacedforfreeandareintendedtoeducatepeopleabouthealth,safety,oranyotherissueswhichaffectspublicwelfare.•DifferenttypesofadvertisementWarming-upActivityOneBrainstormthetypesofadvertisementthatyouknowWordofmouthmailshotsTVcommercialsspambannersnewspaperadvertsbrochuressamples邮寄广告报纸上的广告横幅广告电视广告垃圾邮件广告口头广告样品小册子billboardLoyaltycardLeafletInternetadvertisingPromotionPromotionalgiftObjectiveTargetaudienceMarketing•Whatisadvertisement?Anadvertisementprovidesinformationandusespersuasivelanguageandexcitingimagestoencouragepeopletobuyaproductorserviceorbelieveinanidea.•CommonplacestofindadvertisementsbillboardsnewspapersmagazinestheinternetradiotelevisionQualitiesofAdvertising(bytheU.S.AssociationofNationalAdvertising)ACCAAwarenessComprehensionConvictionAction受众意识易于理解令人信服敦促行动Warming-upActivityTwoDiscussinyourgroupabouttheadvantagesanddisadvantagesofthedifferenttypesofadvertisement.Thinkaboutissuessuchas:costlocationnumberofpeoplewhoseeithowlongpeopleseeitforTypesofadvertisingAdvantagesDisadvantagesmailshotsQuicktodeliverNotseenforlongTVcommercialsMemorableandcanbefunPeopleremembertheadvertbutnottheproductWordformouthYoutrustthisformmostPeoplealsospreadbadnewsbrochuresGiveyoumoretimetostudytheinformationExpensivetoproduceandsendouttoyourtargetmarketsamplePeoplecantestbeforebuyingexpensiveNewspaperadvertsReadbymanyignoredbannersTargetamarketbychoiceDisappearquicklyspamVerycheaptoproduceanddeliverPeopledeletethembeforereadingAdvantagesandDisadvantagesoftheDifferenttypesofAdvertisementGroupWorkWorkontheadvertsyoubringorgetfromtheteacher.Andthenmakecommentsaboutitaccordingtothestandardsofagoodadvertisement.1.What’stheproductorcompany?2.Whoisthetargetconsumer?3.Howwasitadvertised?(e.gTV,radio,billboard,etc)4.Howeffectivedoyouthinkitis?5.Howcanitbeadvertisedinotherways?•ListeningActivityTask1AdvertisingonthewebHementionsthefollowingtechniques:---usesearchenginestoputyournameatthetopofthelistings---getlinksonothersites---throughasitereview---getfreeadvertising---haveafavorabledomainname---emailcampaigns(spam)---sendoutamonthlynewsletter---havecompetitionsorgivesomethingforfree…rulenumberone…Mysecondruleisthat…Orperhapsthrough…Mythirdtipis……don’tforgetthat…Whatmightbebetteris…I’vefoundthistobeeffective…Thenthereare…Task1:AdvertisingonthewebPage37,Ex5Keys:1.A(…advertiseontheinternet）2.A(Thefirstthingistorememberthatpeopleusesearchengine.So…yoursiteneedstoappearinthetop…inallofthemajorsearchengines.）3.B(It’sagoodideatospendsomeusefultimeandeffortongettingyourlinksonothersites.)4.A(Emailcampaignscanworkandareaneasywaytogettraffictothesite.)5.C(Nevertopayforadvertisingontheweb.)•SpeakingactivityExpressionsthatcanbeusedtogivetipsandadvice:Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinish,don’tforget…Whatmightbebetteristo…GroupWork:DiscussionYouarerequiredtoadvertiseyourcompanyproductsorservicesbyusingoneofthewayswehavetalkedabout.Giveyourtipsoradvicetoyourgroupmembersbyusingthetechniquesyouheardinthelisteningactivity.Thenyoucometoanagreementonwhichwayyouwillchoosetoadvertiseyourcompanyproductsorservices.•PairWorkEachofyouhasoneminutetomakenotesandprepareashortpresentationusingthetechniqueswementioned.StudentA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?StudentB:Whatisimportanttorememberaboutyourtargetconsumerswhenplanninganadvertisingcampaign?StudentA:Whendecidingwhichtypeofadvertisingtouse,thefirstthingistoconsiderthecost.Thecompanyshoulddecidethetypeofadvertisingaccordingtothebudget.Ifitissoexpensivethatthecompanycannotaffordit,itwillcauseunnecessaryburdentothecompany.Inadditiontocost,alsorememberthatitshouldreachvastnumberoftargetcustomers.Forexample,iftheproductaimsatseniorcitizens,itshouldnotchoosetheinternetbecausemanyofthemdonotsurftheinternetatall.Inthiscase,radioornewspaperscanbegoodalternatives.Besidesyoushouldconsiderwhetheritisashort-termorlongtermpromotion.Ifthetypeofadvertisementcanprovideyouwithlong-termpromotionofaproductorservicethatcanreachimmenseaudience,itcanstillbecost-effectivebecauseitcanreachvastnumberofpeopleatatimeataconsiderablelowprice.StudentB:Whenplanningadvertisingcampaign,thefirstthingtoconsideristheageandgenderofthetargetconsumer.Onlywhenyouknowtheageandgenderofthetargetcustomercanyouknowtheirlikesanddislikes,andthemediatheyoftenhaveaccessto.Itisalsoagoodideatoconsiderthetypicalincomeoftheirtargetcustomers.Theirtypicalincomecantellyouthetypeofproductsorservicestheymayenjoy.Youradvertisingcampaignwillbeuselessifyouareaimingatpeoplewitwrongincome.Inaddition,don’tforgettomakeaninvestigationintowhattheyreadtoselectanappropriatetypeofadvertising.Ifthetargetcustomerdoesn’tlogo