体验商务英语3Unit4Advertising摘要.pptVIP

Skills Starting presentations C Presenters can use different techniques to get their audience’s attention at the start. Match the techniques to the examples. a) tell a personal story c) ask a question b) offer an amazing fact d) state a problem 1 I wonder if any of you here know the answer to this question: what’s the most popular holiday destination in Europe for people under the age of 25. 2 When I was on holiday a few years ago in Greece, the owner of a taverna told me that in 20 years’ time, the little village where he lived would be a popular tourist resort. 3 Let me give you a statistic: 92% of Americans do not own a passport. Consider the opportunity this presents to the travel industry. 4 We’re facing a crisis with our market share. What are we going to do about it? c a b d Case study Focus Advertising Background Company Headquarters Reputation Problem Current task Focus advertising Paris, France Creating imaginative and effective campaigns reputation damaged, major clients lost, need to restore company reputation win potential clients Compete against some well-known agencies for several contracts. Case study Advertising campaigns Campaign 1 Campaign 2 Campaign 3 Campaign 4 Product Target customers Task A high-priced, hand-finished sports car with a classic design. High-income executives Re-launch the product with an international campaign. A unisex perfume Lower-end of the market Launch the perfume in an English speaking country London chain restaurants with extensive menus All potential customers Launch a creative campaign to improve sales Banking services All potential customers Keep existing customers and attract new ones Case study Sample adverts New CromaAn elegant exterior with an all-new design, a spacious interior with refined equipment, exciting, environmentally-friendly engines, low fuel consumption and a whole host of technological features. P