新职业英语市场营销英语Unit7 advertising

Unit7Advertising市场营销英语EnglishforSalesandMarketing-2-2020/2/8ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2020/2/8Warming-upActivityWarming-upActivityTask2Warming-upActivityTask1-4-2020/2/8Warming-up:Task1»1.PictureAisanadvertisementforaretailchainstore.PictureBisamovieposter.PictureCisanadvertisementforakindofdrink.»2.Theadsareeverywhere—television,radio,magazines,newspapers,stores,billboards,theaters,etc.»3.PictureAisanadforanorganization,notforaproduct.Ittriestocreateapositivecorporateimage.PictureBisalargemoviepostershowingthenameofamovie,andtheattractivepicturetriestodrawpeople’sattention.PictureCtriestoletmoreconsumersknowthebrandandbuytheproduct.-5-2020/2/8Warming-up:Task2»OnlyNo.2andNo.3areeffectiveadvertisements.-6-2020/2/8ReadingActivityAReadingA:Task4ReadingA:Task3ReadingA:Task2ReadingA:Task1Forbackgroundinformation,clickHERE.ReadingA-7-2020/2/8ReadingABackgroundAdvertisingPeopledefineadvertisingindifferentways,oftenalongwiththeterm“marketing”.Advertisingisnotmarketing.Itisatacticthatisusedbymarketerstoconveymessagestotheircustomersandstockholders.Advertisingisaformofnon-personalpromotion.Companiespaytopromoteideas,goods,orservicesinavarietyofmediaoutlets.-8-2020/2/8ReadingA:LasVegas’“WhatHappensHere,StaysHere”CampaignAdvertisementscanbeprovocative,shocking,informative,surprising,funnyorsad.Afterafailedattempttopromoteitselfasafamilydestination,LasVegasfinallyembraceditsSinCityimagewithits“Whathappenshere,stayshere”advertisingcampaign,launchedin2003.It’sstillgoingstrong:2007markedthecity’sfourthconsecutiveyearofbustingtourismrecords.“Itresonatedbecauseit’swhatpeoplealreadybelieve.”saysLauraRies,PresidentofthemarketingstrategyfirmRies&Ries.“Thelessonistotrytoturnnegativesintopositives!”Whatmakesaneffectiveandpersuasiveadvertisement?Listedbelowaresomemarketingideasbasedonresearchandilluminatedwithexamplesofadvertisingcampaignsthathavebenefitedmanybusinesses.翻译-9-2020/2/8ReadingA:»EngageyourtargetKnowyourtargetaudienceandknowwhatmakesthemtick.Forexample,LoblawCompaniesLtd.ranawonderfulrecruitmentadwithavisualofspicejarsandtheheadline“Spiceupyourcareer”.Thecopyincludedstatementssuchas“reachyourpotential”,“learn”,“supportivemanagers”,“inclusiveworkplace”,and“showcaseyourtalent”.Theheadlineandvisualsareclearandappropriate.However,it’smorehelpfulthatthecopytouchesonthehumandesireforcareerengagementandfulfillment.翻译-10-2020/2/8ReadingA:»KeepitsimpleResistthetemptationtosayeverythinginonead.Researchsupportscommunicatingonlyoneideaclearly.AgreatexampleofanadvertiserthatdoesthiseffectivelyisIKEA.Whiletheysellanarrayofproducts,itsnewspaperadsfocusononemessage.»AppealtoreadersInordertoengagethereaders,anewspaperadneedsastrongheadlinetograbattentionanddrawthereadersinsotheywanttoknowmore.WeightWatchersundertookastrongcopyadcampaign.Theiradsleadwithboldheadlinessuchas“DieorDiet”.ThetextdescribestheWeightWatcherphilosophy,whatnewmembersreceiveandhowtheyshouldstarttoloseweight.翻译-11-2020/2/8ReadingA:»BedistinctiveSomethingnewandfreshintheheadlineorpicturescanattractmorereaders.Thisallowsanadvertisertostandoutfromthecompetitionandtobeinstantlyrecognizable.FedEx,forexample,wonnewspaperadvertisingawardsforitscampaignthatusedFedExboxescreativelyinitsads.Inonead,thecornersoftheboxeswereplacedtolooklikepyramidswiththeheadline“Whenitcomestointernationalshipping,thinkFedEx.”翻译-12-2020/2/8ReadingA:Task1»Thisisanopen-answerquestion.Allcommentsarewelcome.-13-2020/2/8ReadingA:Task2ExampleCompanyAdvertisingStrategyLoblawCompaniesLtd.EngageyourtargetIKEAKeepitsimpleWeightWatchersAppealtoreadersFedExBedistinctive-14-2020/2/8ReadingA:Task3»1.F»2.F»3.T»4.T-15-2020/2/8ReadingA:Task4-16-2020/2/8ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-17-2020/2/8Listeningtask1»Lily:def»Mike:abc-18-2020/2/8Listeningtask2»1.WhyisMikecallingtheadvertisingagency?-BecauseSunshineTravelswantstolaunchsomenewpackageholidays.»2.WhatisSunshineTravels’newproductpackagetargetedat?-Overseastravelers.»3.WhatarethemainbrandvaluesofthenewproductpackageidentifiedbySunshineTravels?-Qualityandcustomersatisfaction.»4.WhatkindofadvertisinghasSunshineTravelsdecidedon?-SunshineTravelshavedecidedthatasalescampaignwouldbestfittheirneeds.»5.WhatisthenextsteptobetakenbyAPEXPromotions?Thenextstepistogetstartedonthemarketanalysis.--19-2020/2/8Listeningtask3-20-2020/2/8Listeningtask4FTFFT-21-2020/2/8Listeningtask5-22-2020/2/8SpeakingActivitiesSpeakingTask4SpeakingTask3SpeakingTask2SpeakingTask1-23-2020/2/8Speakingtask1Sample»A:Haveyoueverheardpeoplesay“Advertisingisawasteofmoney.”?»B:Yeah,buttheversionIheardis“HalfthemoneyIspendonadvertisingiswasted;thetroubleisthatIdon’tknowwhichhalf.”»A:Iswitchchanneleachtimethecommercialsareon.I’msureyoudothatalso.»B:Yes,Ido.Butweneedtoaskanotherquestion:Ifadvertisingdoesn’tpayoff,whydosomanycompaniesadvertise?Withincreasingcompetitiononthemarket,allbusinesses,bigorsmall,havetoadvertiseinordertosurvive.-24-2020/2/8Speakingtask2»A:Shouldweadver