新编剑桥商务英语module 4

Module4VocabularyListeningABReadingDSpeakingCAdvertisingonthewebAdvertisingstandardsTypesofadvertisingAshortpresentation4.1AdvertisingVocabulary:TypesofadvertisingmailshotsTVcommercialswordofmouthbrochures,Samplenewspaperadvertsbannersspam1.Pizzadeliveryfirmsoftendo_________inthelocalarea.It’scheapbutlotsofpeopleprobablythrowtheleafletaway.2._______________reachmillionsofpeoplebuttheyaresoexpensive.3.Itendtolistentomyfriends’recommendationsmorethananythingelseso________________isprobablythemosteffective.4.Peopleuse_________lessandlessbecausetheycanjustgoonlineiftheywanttofindoutwhat’savailable.5.It’sgreatwhenyougetafree_____becauseyoucanreallyseewhatit’slike.6.Isupposeit’sgoodifyou’relookingforajoblocallyand_________________arerelativelycheap.7.I’mnotsureabout_________.WhenIvisitawebsite,Idon’tthinkIevennoticethem.8.Itusedtoirritatemebutmynewanti-virussoftwareseemstoblockany______frommyinbox.TVcommercialswordofmouthbrochuressamplenewspaperadvertsbannersspammailshotsWorkinpairs.Thinkofonemoreadvantageordisadvantageforeachtypeofadvertisinginexercise1.Thinkaboutissuessuchas:1)cost2)location3)numberofpeoplewhoseeit4)howlongtheyseeitforTypesofadvertisingTypesofadvertisingAdvantagesDisadvantagesmailshotsquicktodelivernotseenforlongTVcommercialsmemorableandcanbefunpeopleremembertheadvertbutnottheproductwordofmouthyoutrustthisformmostpeoplecanalsospreadbadnewsbrochuresgiveyoumoretimetostudyinformationexpensivetoproduceandsendouttoyourtargetmarketsamplepeoplecantestbeforebuyingexpensivenewspaperadvertsreadbymanyreadquicklyorignoredbannersyoucantargetamarketbychoiceofwebsitetheydisappearquicklyspamverycheaptoproduceanddeliverpeopledeletethembeforereadingListening:Advertisingontheweb1.Listentosomeonewhorunsaweb-businessgivingapresentationtoagroupofmarketingmanagersonhowtosuccessfullyadvertiseontheInternet.Whichtechniquesdoeshemention?•-havecompetitionsorgivesomethingforfree-usesearchenginestoputyournameatthetopofthelistings•-getlinksonothersites•-throughasitereview•-getfreeadvertising•-haveamemorabledomainname•-emailcampaigns(spam)•-sendoutamonthlynewsletter2.ListenagainandchoosethebestendingA,BorCforeachsentence1–5.1.Thespeakercomparesthrowingadvertsintotheairto_______.A.Internetadvertising.B.wastingmoneyonadvertising.C.advertisingwithleaflets.2.Hisfirstpieceofadviceisto________.A.makesurepeoplefindyouonthesearchengine.B.makesurepeoplevisitthesearchengine.C.setupasearchengine.3.Spendplentyoftimeon_______.A.promotingothersonyoursite.B.creatinglinkstoincreasetraffic.C.recommendingyourproductonothersites.4.Thespeaker__________.A.thinksemailcanbeeffective.B.isdoubtfulaboutusingemail.C.neversendsmarketingemails.5.It’sagoodideato________.A.givefreesamplesawayatthebeginning.B.makethewebsitefreetovisit.C.offersomethingfreetoencouragepeopletoreturn.ListeningscriptSpeaker:Imagineyouhaveanewproductoranewserviceandyouwanttheworldtoknowaboutit.Onewaywouldbetowritetheadvertisementontotenorahundredorathousandpiecesofpaperanddropthemfromtheskyoveryourtownorcity.Someoneonthegroundmightpickoneupandreadit.Maybetwoorthreepeople.Ontheotherhandthewindmightblowthemaway.Nowimaginedoingthesamethingbutthistimethrowingthemintotheairwithadvertsforeveryotherproductorserviceintheworld.Youprobablywouldn’tdoit,wouldyou?Well,unfortunately,that;swhatit’sliketoadvertiseontheInternet.Tryingtomakeyourproduct,serviceorwebsiteknowntotherestoftheInternetcommunitycanbevery,veryfrustrating.Notonlymakingitknown,butgettingvisitorstoactuallyvisitthesitecanseemimpossible.ButtherearewaystoovercometheimpossiblewhenadvertisingontheInternet,aslongasyoufollowthreerules.So,rulenumberone,thefirstthingistorememberthatpeopleusesearchengines.Sowheneversomeonetypesinakeywordlinkedtoyourbusiness,yoursiteneedstoappearinthetop50orsolistingsinallofthemajorsearchengines.Anylowerandnoonewilleverfindyou.Mysecondruleisthatit’sagoodideatospendsomeusefultimeandeffortongettingyourlinksonothersites.Thisisanexcellent,thoughverytime-consumingwaytoincreasevisitors.Youcandothisbysharinglinkswithothercompanies,sotheyhavealinkonyoursiteandyouputoneontheirs.Orperhapsthroughasitereviewwhichrecommendsyourproducts.Alsorememberthatthemorelinksyouhaveelsewhere,themorelikelypeoplearetofindyouthroughasearchengine.Sothosearemythreestartingpointsforanyonethinkingofwebadvertising.Beforewefinishdon’tforgetthatamemorabledomainnamethatpeoplecaneasilytypewillhelp.Emailcampaignscanworkandareaneasywaytogettraffictothesitethoughitdoesn’tlastlong.Whatmightbebetteristohaveamonthlynewsletter,whichpeoplesignupfor.I’vefoundthistobeveryeffectiveandmorepositivethansendingspam.Thentherearecontestswithprizesoranythingfree–maybesomesoftwareorcoolgraphics.Onceyou’vegotpeoplevisitingthesite,keepstatisticsonhowmanypeoplevisitperdayandhowoftenpeoplereturntothesite.Inotherwords,findoutwhotheyare.Howoldtheyare.Wheretheycomefrom.Whattheylikedoingtotheirfreetime.Youcangetthiskindofinformationbyaskingthemtosubscribetoyournewsletterforexample…Speaking:Ashortpresentation•Workinpairs.Eachofyouhasoneminutetoprepareashortpresentati