Module-4PPT課件

1、1Module 44.1 Advertising4.2 Delegating2Objectives of this modulel To learn related words and expressionsl To learn to talk about advertisingl To learn how to put forward ideas and suggestionsl To be able understand specific information in listening3Types of advertisement commercialsPublic service ad

2、vertisements (PSAs)4 A commercial advertisement is one which someone has paid for to promote a product or service.5 PSAs are often placed for free and are intended to educate people about health, safety, or any other issues which affects public welfare.6 Different types of advertisementWarming-up Ac

3、tivity One7Word of mouthmail shotsTV commercialsspambannersnewspaper advertsbrochuressamples郵寄廣告郵寄廣告報(bào)紙上的廣告報(bào)紙上的廣告橫幅廣告橫幅廣告電視廣告電視廣告垃圾郵件廣告垃圾郵件廣告口頭廣告口頭廣告樣品樣品小冊子小冊子8billboard9Loyalty cardLeafletInternet advertisingPromotionPromotional giftObjectiveTarget audienceMarketing10 What is advertisement? An adver

4、tisement provides information and uses persuasive language and exciting images to encourage people to buy a product or service or believe in an idea.11 Common places to find advertisementsbillboards newspapersmagazinesthe internetradiotelevision12Qualities of Advertising (by the U.S. Association of

5、National Advertising) ACCAAwarenessComprehension ConvictionAction受眾意識(shí)受眾意識(shí)易于理解易于理解令人令人信服信服敦促行動(dòng)敦促行動(dòng)13Warming-up Activity Two Discuss in your group about the advantages and disadvantages of the different types of advertisement. Think about issues such as: cost location number of people who see it how l

6、ong people see it for14Types of advertisingAdvantagesDisadvantagesmail shotsQuick to deliverNot seen for longTV commercialsMemorable and can be funPeople remember the advert but not the productWord for mouthYou trust this form mostPeople also spread bad newsbrochuresGive you more time to study the i

7、nformationExpensive to produce and send out to your target marketsamplePeople can test before buyingexpensiveNewspaper advertsRead by manyignoredbannersTarget a market by choiceDisappear quicklyspamVery cheap to produce and deliverPeople delete them before readingAdvantages and Disadvantages of the

8、Different types of Advertisement 15Group WorkWork on the adverts you bring or get from the teacher. And then make comments about it according to the standards of a good advertisement. 1. Whats the product or company?2. Who is the target consumer?3. How was it advertised? (e.g TV, radio, billboard, e

9、tc)4. How effective do you think it is? 5. How can it be advertised in other ways?16 Listening ActivityTask 1 Advertising on the web He mentions the following techniques:-use search engines to put your name at the top of the listings -get links on other sites-through a site review -get free advertis

10、ing-have a favorable domain name-email campaigns (spam)-send out a monthly newsletter-have competitions or give something for freerule number oneMy second rule is thatOr perhaps throughMy third tip isdont forget thatWhat might be better isIve found this to be effectiveThen there are 17Task 1: Advert

11、ising on the web Page 37, Ex 5 Keys: 1. A (advertise on the internet） 2. A (The first thing is to remember that people use search engine. Soyour site needs to appear in the topin all of the major search engines.） 3. B (Its a good idea to spend some useful time and effort on getting your links on oth

12、er sites.)4. A (Email campaigns can work and are an easy way to get traffic to the site.) 5. C (Never to pay for advertising on the web.)18 Speaking activityExpressions that can be used to give tipsand advice:The first thing is toIts a good idea toYou can do this byAlso remember thatMy third tip is

13、(never) toBefore we finish, dont forgetWhat might be better is to19Group Work: Discussion You are required to advertise your company products or services by using one of the ways we have talked about. Give your tips or advice to your group members by using the techniques you heard in the listening a

14、ctivity. Then you come to an agreement on which way you will choose to advertise your company products or services.20 Pair Work Each of you has one minute to make notes and prepare a short presentation using the techniques we mentioned.Student A: What is important to remember when deciding what type

15、 of advertising to use?Student B: What is important to remember about your target consumers when planning an advertising campaign?21Student A:When deciding which type of advertising to use, the first thing isto consider the cost. The company should decide the type ofadvertising according to the budg

16、et. If it is so expensive that thecompany cannot afford it, it will cause unnecessary burden tothe company.In addition to cost, also remember that it should reach vast number of target customers. For example, if the product aims at senior citizens, it should not choose the internet because manyof th

17、em do not surf the internet at all. In this case, radio or newspapers can be good alternatives.Besides you should consider whether it is a short-term or longterm promotion. If the type of advertisement can provide you with long-term promotion of a product or service that can reach immense audience,

18、it can still be cost-effective because it canreach vast number of people at a time at a considerable lowprice.22Student B:When planning advertising campaign, the first thing to consider is the age and gender of the target consumer. Only when you know the age and gender of the target customer can you

19、 know their likes and dislikes, and the media they often have access to.It is also a good idea to consider the typical income of their target customers. Their typical income can tell you the type of products or services they may enjoy. Your advertising campaign will be useless if you are aiming at p

20、eople wit wrong income.In addition, dont forget to make an investigation into what they read to select an appropriate type of advertising. If the target customer doesnt log on the internet at all, launchingyour advertisement online lead to nothing. 23Similarly, if target customers dont have the habi

21、t of reading newspapers, having your advertisement printed on newspapers will surely be a waste of money.24Reading: Advertising StandardsLegalDecentHonestTruthful 25Read the three cases and discuss which case each comment refers to.The company could argue that all the information was provided.The cu

22、stomers neednt have bought it, if they didnt like the ingredients that were included.She should have read the packing more carefully.4. The company must have known that children would copy the image.People should always check the terms and conditions.6. In this case, the company couldnt show the adv

23、ert during the day.7. The rules say advertisers mustnt take advantage of younger readers.Case study 1Case study 3Case study 3Case study 2Case study 1Case study 2Case study 1264.2 DelegatingIn-class activity Make a quick list of what you have to do this week. Walk around the class delegating as many

24、of the jobs on your list to your classmates as possible.27Write the missing heads A-GDiscuss with your partner and work out theheadings.Keys:1. A2. E3. C4. D5. G6. F7. BMake use of their special skills-skills that you may not have.bits and piecesthey have ownership of a whole manageable projectrewar

25、dsfinancial or psychologicalExplain what results are expectedhow often the employee shouldensure instructions are clear.Dont check up on them.allow them space toGive lots of praise, helpful feedbackit boosts confidence28A bad DelegatorReferenceThe manager clearly doesnt follow:1. The manager says, I

26、 dont want to give you anything too difficult. So it isnt challenging.3. He starts by saying, I know youre really busy but5. He doesnt ask the employee to explain the instructions back to him.6. He wont be available to answer questions.7. He doesnt give any praise for the work the employee did on th

27、e schedules last time.29 Writing: Report WritingWriting tips: Reports should be clearly laid out to make them easy to read. They often include headings such as:uIntroductionuFindinguConclusion (s)uRecommendation (s) 30Date: 12 November 2010Report on: Suitability of executive Relocation Services (ERS

28、)IntroductionThis report aims to assess whether ERS meets Fenways needs (seeattached document) in relocating employees and families to Dublin, Ireland.FindingsERS offers a comprehensive house search service including Internet previewing. Although it offers no partner employment service, ERS does pla

29、cechildren in local schools. ERS also arranges all necessary documentationand offers full packing, storage and shipping services. ERS costs comparefavorably with competitors.ConclusionIt was concluded that ERS would fulfill of our key needs.RecommendationsERS was felt to offer a higher quality servi

30、ce. However, it is proposed thatno final decision should be made until other companies have also beenconsidered.31Report on:Suitability of Ludova Technologies Slovensko(LTS)Always give the report an overall titleUse abbreviations for names to reduce the number of words32IntroductionThis aim of this

31、report is to assess whether theSlovakia company Ludova Technologies would bea suitable supplier of electrical goods for us.Where possible use standard phrases.The report needs to be clearly divided into sections. Each section requires a suitable title.33FindingsA recent visit to the company showed t

32、hat itsfacilities are quite old, which results in a ratherlimited production capacity. Despite this, lTSproduces an extensive range of high-qualityproducts including radios, CD players, cassetteand video recorders.However, the out-of-date machinerymeans length delivery times of up tothree months. Th

33、is situation may change when the planned modernization takes place next year.Use linking words to connect ideas34ConclusionAt present LTS would not be suitable for largeorders requiring quick delivery.Use formal language and no short forms35RecommendationsIt is recommended that we remain in contact

34、withLTS and reconsider a supply contract once thefactory modernization is completed.Keep introductions, conclusions and recommendations to just one sentence.36Useful phrases for report writingIntroduction:The aim/purpose of this report is toThis report aims toThis report sets out toFindingsIt was fo

35、und thatclearly show (s) that37ConclusionsIt was concluded/decided/agreed/feltthatNo conclusions were reached regarding theIn conclusion/On balance,Recommendation (s)We would recommend thatIt is recommended/proposed/suggestedthat38Adding ideasFurthermore/Moreover/In addition,Contrasting ideasHowever,AlthoughDespite/In spite ofwhile/whereasMaking comparisonsBoth/NeitherLike/Unlike39Linking cause and effectbecause of/as a result