剑桥英语第四单元中级.ppt

Advertising 4.1 Types of advertising 1. word of mouth 2. mailshots 邮寄广告 3. TV commercials 4. spam 5. banners / streamer 6. newspaper adverts 7. brochures 8. sample 9. leaflet 10. delivery firm 11. go online 12. recommendation 13. used to irritate somebody 14. block spam (junk email) 15. anti-virus software 16.newsletter Speaking a short presentation 1. The first thing is to …… 2. It’s a good idea to …… 3. You can do this by …… 4. Also remember that …… 5. My third tip is (never) to …… 6. Before we finish don’t forget …… 7. What might be better is to …… What is important to remember when deciding what type of advertising to use? When decide which type of advertising to use, the first thing is to consider the cost. The company should decide the type of advertising according to the budget. If it is so expensive that the company cannot afford it, it will cause unnecessary burden to the company. In addition to cost, also remember that it should reach vast number of large customers. For example, if the product aims at senior citizens, it should not choose the internet because many senior citizens 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 long-term promotion. If the type of advertisement can provide you with long-term promotion of a product or service that can reach immense audience, it can still be cost-effective because it can reach vast number of people at a time at a considerable low price. What is important to remember about your target customer when planning an advertising campaign? When planning advertising campaign, the first thing to consider is the age and gender of the target customer. Only when you know the age and gender of the target customer can you 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 the target customers. Their typical income can tell you the type of pro