Unit-6-Advertising

Unit6Advertising21世纪大学商务英语4P’sDoyoustillrememberthe4P’sofMarketingMix?AdvertisingLead-inWecanseeadvertisementeveryminuteandeverywhere.Canyoudescribesomeoftheadvertisementthatexpressedyoumost?Whatareyourimpressionsonadvertisement?Whydopeoplespendsomuchmoneyandeffortonadvertising?Howmanytypesofadvertisingcanyouthinkof?TVcommercialRadioadvertisingOnlineadvertisingProductplacementsPressadvertisingBillboardadvertisingAppreciatesomeadvertisementsinolddaysAppreciatesomeadvertisementsinolddaysHowoldisadvertising?Readapassageaboutthehistoryofadvertising.ReadingcomprehensionReadthetextandfillinthetable.AdvertisingMediaAdvantagesDisadvantagesNewspaperTelevisionDirectmailRadioMagazinesOutdooradvertisingMarketsegment(segmentation):市场细分Amarketsegmentisasub-setofamarketmadeupofpeopleororganizationswithoneormorecharacteristicsthatcausethemtodemandsimilarproductand/orservicesbasedonqualitiesofthoseproductssuchaspriceorfunction.市场细分是企业根据消费者需求的不同，把整个市场划分成不同的消费者群的过程。Targetmarket:目标市场Para1:Effectiveadvertising,…salespersons’visits.BusinessknowledgeandlanguageProspect1)chanceofsuccess;outlook成功的机会;前景;前程E.g.aprospectofrecovery复原的希望2)apotentialcustomer,client,orpurchaser可能的顾客pro-(向前）+specere(看）Para1:Effectiveadvertising,…salespersons’visits.BusinessknowledgeandlanguageAllocate:Tosetapartforaspecialpurpose;designate分配n.allocationCollocationsallocatebudgets分配预算allocateshares分配股份allocatefundsfor拨出经费作…之用allocatedtasks分配工作Para2:Allmarketersface…advantagesanddisadvantages.BusinessknowledgeandlanguageTailorn.裁缝vt.缝制,调整使适合Merchandisen.商品;货物v.买卖,经营;促进...的销售,推销;经商merchant商人lifespan:theaverageormaximumlengthoftimeanorganism,amaterial,oranobjectcanbeexpectedtosurviveorlast有机体、物质或物体预计持续或存在的平均或最长期限E.g.现代医学延长了人的寿命。Modernmedicinehasincreasedman'slifespan.Para3:Newspapers,with25percent…discardtheirpapersquickly.BusinessknowledgeandlanguageDiscard:tothrowaway;reject丢弃，抛弃e.g.Historydiscardedhim.他被历史所抛弃。出牌Collocationsdiscardone'swife遗弃妻子discardoldbeliefs抛弃旧信念discardprejudices放弃偏见Para3:Newspapers,with25percent…discardtheirpapersquickly.BusinessknowledgeandlanguageImpact1)thestrikingofonebodyagainstanother;collision碰击，撞击E.g.thetremendousimpactoftheshot子弹的巨大冲击力2)theeffectorimpressionofonethingonanother影响E.g.theimpactofscienceon/uponmoderndevelopment科技对于现代发展的影响BusinessknowledgeandlanguagePara4:Televisionrankssecond…andevenschools.Beam1.建筑中用作水平支撑的梁，船梁，船舷2.arayorshaftoflight.光柱，光束e.g.abeamoflight一束光线3.broadcast(amessage,televisionprogramme,etc)播送e.g.TheWorldCupFinalwasbeamedlivefromBritaintoJapan.世界杯决赛从英国向日本作了实况转播.BusinessknowledgeandlanguagePara4:Televisionrankssecond…andevenschools.Elevenfoldadj.十一倍的;adv.十一倍地-fold：1.Dividedintoaspecifiednumberofparts:分成几小份的e.g.fivefold.分成五份2.Multipliedbyaspecifiednumber:…倍的；增加具体数的e.g.fiftyfold.50倍的Para6:Directmailisthethird-leading…andsalesmailings.BusinessknowledgeandlanguageThird-class:AclassofmailintheU.S.postalsystemincludingallprintedmatter,exceptnewspapersandmagazines,thatweighslessthan16ouncesandisunsealed.第三等；美国邮政系统中邮件的一个等级，包括除报纸和杂志以外的印刷品，重量低于16盎司的不封口。Para6:Directmailisthethird-leading…andsalesmailings.BusinessknowledgeandlanguageAccountfor:(在数量方面)占,说明(原因等)E.g.他得说明所花掉的每一分钱的用途。He'llhavetoaccountforwhereeverycentgoes.E.g.Hewasunabletoaccountforthedeficitinthefirm'sbankbalance.他无法解释这家公司在银行结帐为什么会超支。E.g.英国人占澳洲移民人口的14%。TheBritishaccountfor14%oftheimmigrantpopulationinAustralia.Para7:With99percent…fragmentedaudience.BusinessknowledgeandlanguageSubscription:订阅v.subscribe认捐,签署,订阅,同意e.g.Doyousubscribetoherpessimisticviewofthestateoftheeconomy?你是否赞同她对经济状况所持的悲观看法？e.g.Isubscribedmynametothedocument.我在文件上签了名。e.g.Isubscribedtoseveralmagazines.我订阅了几份杂志。e.g.Howmuchdidyousubscribefor?你捐了多少?Para8:Magazinesaccountfor…life,andprestige.Businessknowledgeandlanguagesubscribefor预订,订阅;捐款,捐助;认购subscribeto对...捐款;订阅(报刊);同意,赞成Billboard:apanelforthedisplayofadvertisementsinpublicplaces,suchasalongsidehighwaysoronthesidesofbuildings.广告牌;公共场所用来张贴广告的平板，如沿公路两旁或在建筑物一侧Para10:Outdooradvertising,such…forsalenearby.BusinessknowledgeandlanguageExpenditure:theactorprocessofexpending;outlay支出;支付的行为或过程；花费经常预算支出above-the-lineexpenditure计划外开支Expenditureoutsidetheplanoff-Budgetexpenditureoutside-the-BudgetexpenditurePara10:Outdooradvertising,such…forsalenearby.BusinessknowledgeandlanguageMakeapoint:立论,表明一种看法,着重Mount①1.v.tr.toclimborascend攀登，登上e.g.Hemountedthehorseandrodeoff.他骑上马走了。2.v.intr.togoupward;rise上升e.g.Thedeathtollmounted(to100).死亡人数上升（至100）.Mount②n.山：山峰(Mt.)E.g.MountJolmoLungmaisthehighestmountainintheworld.珠穆朗玛峰是世界上最高的山峰。Para12:Therearedisadvantagestooutdoor…insubwaystations.Businessknowledgeandlanguage