体验商务英语3 Unit 4 Advertising.ppt

Unit 4,Advertising,Quotations,“Advertising is the greatest art form of the 20th century.”,Herbert Marshall McLuhan was a Canadian educator,philosopher and scholar a professor of English literature,a literary critic,a rhetorician,and a communications theorist.McLuhans work is viewed as one of the cornerstones of the study of media theory.,Advertising is the art of convincing people to spend money they dont have for something they dont need.,Advertising is fundamentally persuasion and persuasion happens to be not a science,but an art.,Quotations,Doing business without advertising is like winking at a girl in the dark.You know what you are doing,but nobody else does.,Good advertising does not just circulate information.It penetrates the public mind with desires and belief.,The man who stops advertising to save money is like the man who stops the clock to save time.,It used to be that people needed products to survive.Now products need people to survive.,Make it simple.Make it memorable.Make it inviting to look at.Make it fun to read.,Starting up,A,Which advertisements do you like best?,Pirelli is an Italian industrial enterprise that is active in more than 169 countries.The Pirelli Group is the fifth largest tyre manufacturer in the world in terms of turnover,with 24 factories in four continents,and is a leader in the high end and high technology segments of the market.,Perrier is a brand of bottled mineral water made from a spring in Vergze,France.Perrier is naturally carbonated.Both the water and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase.Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergze spring.,Video,LYNX,an animal rights group,was formed in 1985 by a breakaway group of Greenpeace campaigners headed by Mark Glover.They were trying to bring out a ban on fur farms throughout UK.They went out on the street and daubed red paint on women wearing fur coats.Their success of the anti-fur campaign peaked in 1990 when Harrods closed its fur department and leading furriers were forced to call in receivers as sales dropped by 50 per cent.,Video,Which advertisement do you like best?Why?,B,Listen to four people describing their favorite ads,a car,Levi Strauss(jeans),Renault Clio(car),Diary Box(chocolates),Its colorful,I like the music and its chaotic.,The boy looks marvelous and theres a great tune Mad about the Boy.,Its a funny ad and it just appealed to my sense of fun.,I just felt I had to have those chocolates.It was an immediate response to an advert.,Discussion,Good and bad advertisements,What makes a good advertisement?,90%of advertising is bad.90%of advertising is unnoticed&ignored.no matter how many times an ad is run,if it is dull,boring and of low quality,people will ignore it.,1)A powerful hook-a powerful opening line/question to grab the customers attention2)A clear and succinct explanation of the problem that is solved for the customer-the benefit of the product or service3)An iron-clad guarantee to take the risk out of buying the product4)A call to action-What to do NOW to purchase the product or service5)An incentive to act NOW-e.g.a discount or special reward,A,Advertising is important to any business,but,Good advertisements should have:,B,Are the following advertising practices acceptable?,Ad with children,Ad with stars,Alcohol ad,Comparative advertising,Subliminal ad,潜意识广告是由调研专家维卡瑞提出的广告理论。这个理论表示，有意识的感知中，实际上看见的只是眼睛呈现的一部分。维卡瑞在美国新泽西北部的一家电影院做实验，他让老板准备了一部特别的放映机，在放Picnic(野餐)电影时两部机器同时工作，在电影放映过程中，用很弱的强度在银幕上映出“喝可口可乐”或“请吃爆米花”字样，并每隔5秒钟以1/3000秒的速度插入。如此一来，有意识的眼睛虽然无法注意到叠印在电影情景上的这些广告信息，但无意识的眼睛却已经记忆中并“读到”了这些信息。在1957年的整个夏天，测试取得成功，可口可乐的消费量因为潜意识广告而上升了六分之一，爆米花则超过了 50%。维卡瑞为这个构想申请了专利，并且组织了一家公司来处理“潜意识”的电影和电视。,C,Which of the following statements do you agree with?,People remember advertisements,not products.,Advertising raises prices.,Advertising has had a bad influence on children.,video,Vocabulary,Advertising media and methods,What advertising media can you think of?,newspaper,radio,TV,billboard,bus,direct mail,internet,magazine,truck,catalogue,leaflet,A,B,Complete the table with the suitable words,DirectoriesExhibitionPressMailshotsPublic transportBillboardPostersWord-of-mouthCinemaLeafletstelevision,CommercialsPoint-of-saleEndorsementSlogansSponsorshipFree sample,RunTargetPublicizePromotePlaceLaunchResearchsponsor,A,Reading,Outdoor advertising,Understanding outdoor advertising.,What outdoor advertising can you think of?,What are the advantages of outdoor advertising?,Cost-effective,wide audience,B,Before you read the article,match the words to their definitions.,1 segments2 soaring3 mass market4 TV slot5 kiosks,a place in a television schedulerising quicklysmall open-fronted shop in the street for selling newspapers,etc.concerning with non-luxury goods that sell in large quantitiesparts of a larger market or category of customers,C,Complete the statements with 4 of the words above.,The cost of a prime-time _ is _.However,advertising on _ is cheap.Outdoor advertising is one of the fastest growing _ in the market.,TV slot,soaring,kiosks,segments,Outdoor advertising A breath of fresh air,D,Read the article and answer the questions,1 Complete the table using information from the first paragraph.,Outdoor advertising,billboards,transport,Street furniture,bus shelter,public toilets,2 what do these numbers in the article refer to?,18,=$18 billion,annual worth of the worlds outdoor advertising,6,=6%,percentage of outdoor advertising in all the worlds advertising spending,3060,000100,00090205,=30 seconds,length of a prime-time TV slot,=60,000,cost of a 30-second prime-time TV slot,=$100,000,equal amount of 60,000 in terms of US dollars,=90,cost of a 2-week bus shelter advertisement,=20%,percentage of street furniture ads in outdoor ads in Europe,=5%,percentage of street furniture ads in America,Smirnoff is a brand of vodka now owned and produced by the British company Diageo.The Smirnoff brand began with a vodka distillery founded in Moscow;it is now distributed in 130 countries.Smirnoff products include vodka,flavored vodka,and malt beverages.In March 2006,Diageo North America claimed that Smirnoff vodka was the best-selling distilled spirit brand in the world.,Listening,Successful advertising campaigns,Andrew Pound,a marketing manager for Kraft Jacobs Suchard,talks about successful advertising.Listen and complete the chart below.,Frank Coopers marmalade,Cream cheese spread,Radio,Classic FM,TV,Old men,Children&mothers,regular adverts and a sponsorship tie-up,A fun advert that appeals to children,a huge successa huge increase in sales,the sales have donevery well,Cost-effective,good targetingand increased sales,generate sales,Kraft Jacobs Suchard AG-part of Philip Morris Companies Inc.by way of Kraft Foods,Inc.-is a leading European food company.Formed in 1993 through the combination of Jacobs Suchard AG and Kraft General Foods Europe,Kraft Jacobs Suchard(KJS)specializes in three food categories:coffee(42 percent of operating revenues),confectionery(30 percent),and cheese/grocery(28 percent).Key coffee brands include Carte Noire,Gevalia,Grand Mre,Hag,Jacobs,Jacques Vabre,Kenco,Saimaza,and Splendid.In confectionery,noteworthy brands include Callard&Bowser,Cte dOr,Daim,Freia,Lacta,Marabou,Milka,Suchard,Terrys,and Toblerone.Finally,well-known brands in cheese/grocery include Dairylea,El Casero,Kraft,Miracle Whip,Oboy,Philadelphia,Sottilette,and Tang.,Listening,Successful advertising campaigns,In the 2nd part of the interview,Andrew explains why advertising is not a waste of money.Listen and find out the reasons he gives.,Advertising helps to keep a product at the front of consumers minds so that they are more likely to select it,rather than a competitors product,when they go shopping.,Listening,Successful advertising campaigns,Match words from each box to form word partnerships.Then make a sentence for each word partnership.,advertisingmarketingpublicretailpricepromotional,techniquespromotionsoutletscampaignrelationsmix,Our new advertising campaign will begin in July.,Do you know the 4Ps in the marketing mix?,Nowadays,good public relations is very important to any company.,We sell our products through our network of retail outlets.,Price promotional can effectively attract peoples attention.,We must choose our promotional techniques for new products very carefully.,In English,the definite article is the.Definite means that the refers to some specific thing as contrasted with a or an which does not refer to one specific thing or individual.Thus,if I say the book,you know which book I refer to.eg.Would you pass me the book on the desk?Do you know the man over there?The indefinite article is just the opposite of the definite article.In English,the indefinite articles are a,an,some,any.They are indefinite because they do not refer to a particular thing as the does.eg.Could you give me a book to read?Its so boring.Im going to Beijing.Could you recommend a good hotel?Our teacher is an American.,Language review,Articles,Definite&indefinite articles,My friend is _ fireman.Lets ask him for _ help._ Pacific Ocean is _ largest body of water on _ Earth.You can find _ books youll need for _ English class at _ A.Meridith remembered to turn off _ lights before she left _ apartment.They refused to listen to _ Tim because they thought he was _ overbearing person.He telephoned _ agent that was listed in _ telephone directory.John felt _ painting was much too expensive and decided to look for _ different one.One of _ students has committed _ crime.No one will leave the classroom until _ guilty student admits his or her _ guilt.There was _ sound in _ living room.Tom said he was _ employee at _ fast food restaurant._ restaurant is at _ shopping mall.Jack Anderson was caught holding _ match at _ time of _ fire.Im afraid I cant remember _ exact date of _ show.Shes staying at _ hotel in _ small town in Colorado._ town is near _ Denver.He got _ job in _ best company in town.,a,/,The,the,the,the,/,/,the,the,/,an,an,a/the,the,a,the,a,the,a,the,an,a,The,a/the,a,the,the,the,the,a,a,The,a,the,/,/,AN ADVERTISEMENT FOR THE NEW FORD PUMA,More than 6,000 advertising people from around the world gathered in Cannes at the end of last month for the 44th International Advertising Festival.Many of those looking through the 4,000-plus commercials were searching for the multinational advertiser ideal:a simple idea that crosses borders and appeals to people on the same level in different markets.Unfortunately most of the awards were for ads created specifically for local markets.The new Ford Puma campaign was created too late for this years festival,but expect to see it shine at the 45th.Designed to launch Fords new sporty coupe across Europe,it contains that instantly recognizable idea that those multinational agencies clients seek.Essentially,the late,great Steve McQueen drives Ford Puma through the streets of San Francisco in the manner in which he drove a 1960s Ford Mustang in his classic movie Bullit.Footage from the film,supplied by Warner Brothers,is combined through the use of extraordinary computer technology with footage of the Ford Puma.The car follows one of the routes Mustang took in the film.,AN ADVERTISEMENT FOR THE NEW FORD PUMA,As McQueen drives around the city,the car receives admiring glances from passes-by ranging from a traffic cop to an attractive woman out walking.Finally he pulls into his garage where he parks the Puma alongside the original Mustang.,advert commercial concept USP university VIP hour European exhibition MBA employee endorsement,an,a,a,a,a,a,an,a,an,an,an,an,Put“a”or“an”before the words in the box.,Skills,Starting presentations,A,Decide whether each of the following sentences are formal or informal.Then listen and check your answer.,Introducing yourself,On behalf of myself and Focus Advertising,Id like to welcome you.My names Sven Larsen.Hi,Im Dominique Lagrange.Good to see you all.,Giving background information,Ill give you the background and talk you through the results of the market study.Ive divided my presentation into three parts.,Introducing the topic,This morning,Id like to outline the campaign concept weve developed for you.Im going to tell you about the ideas weve come up with for the ad campaign.,Inviting questions,If you have any questions,please dont hesitate to interrupt me.If youre not clear about anything,go ahead and ask any questions you want.,Skills,Starting presentations,C,Presenters can use different techniques to get their audiences attention at the start.Match the techniques to the examples.,a)tell a personal story c)ask a questionb)offer an amazing fact d)state a problem,1 I wonder if any of you here know the answer to this question:whats 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 Were facing a crisis with our market share.What are we going to do about it?,c,a,b,d,Case study,Focus Advertising,Background,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,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.Practical and spacious during the week,comfortable and safe for long weekend journeys with the whole family:this is the New Croma,Fiats take on the Station Wagon.,Case study,Sample adverts,GUCCI For Women EAU DE PARFUM SPRAY 1.7 OZ As low as$42.47 from BGucci by Gucci perfume for women,made by Gucci,was launched in 2007.This fragrance for women contains creamy rose,spices,patchouli,musk and amber.This womens fragrance is recommended for evening wear.,CastagnolaA top restaurant in Fishermans Wharf,perfect for large parties!286 Jefferson Street,San Francisco CA 94133,1.877.455.6994 Local fishermen deliver fresh fish and seafood daily to Castagnolas dock.This top restaurant in Fishermans Wharf serves wonderful fresh seafood with a hardy fare of steaks,lamb,veal,chicke