新编剑桥商务英Unit 4.pptVIP

Module 4 Vocabulary: Types of advertising mailshots TV commercials word of mouth brochures, Sample newspaper adverts banners spam Types of advertising Listening: Advertising on the web 1. Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention? Speaking: A short presentation Work in pairs. Each of you has one minute to prepare a short presentation on one of the following topics. You can use the following expressions to give tips and advice: Possible points Student A: When deciding what type pf advertising to use: - How much will it cost? - Will it reach your target market? - Is it short-term or long-term promotion? Student B: What is important to know about your target consumer? - Age and gender - Typical income - What do they read/watch in order to select an appropriate type of advertising? Reading: Advertising standards The Advertising Standard Authority (ASA) works to keep adverting legal, decent, honest and truthful. The ASA resolves thousands of complaints each year. It judges advertisements, direct marketing and sales promotions against a set of codes and its rulings are made independently of both government and the advertising industry. .uk 2. Here are three cases the ASA has successfully dealt with. Read each case study and afterwards discuss the following: 1) Is the type of advertising mentioned common in your country? 2) Do your think the advertisers were completely wrong in each case study? 3) Have you had any similar experiences with advertising? Case Study 2: Almost 300 people contacted the ASA to complain about a TV commercial for the soft drink Fanta Z. The advert showed people drinking the company’s product Fanta Light and then spitting it out. The idea was that some people didn’t like Fanta Light but they would like the new drink Fanta Z. The majority of