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这是商务英语4ppt，包括了Advertising，Vocabulary: Types of advertising，Listening script，Speaking: A short presentation，Possible points，Reading: Advertising standards，Listening: A bad delegator等内容，欢迎点击下载。
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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. http://www.asa.org.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 the people who complained said the advert would cause bad behavior in children. The company said their target audience was sixteen- to 24- year-olds and not younger children. However， the ASA was concerned that young children would see the advert as fun and encourage them to spit. For this reason， it was agreed that the advert could only be shown after nine o’clock in the evening. Case Study 3: Normally MS A only buys organic or natural yoghurt but she decided to buy Danone’s new range of Shape yoghurts when she saw the advertisement saying that Shape is simply a virtually fat-free yogurt packed with real fruit. And because there are no artificial sweeteners， when Ms A got the yogurt home， she saw eleven additives on the ingredients list. She contacted the ASA via its online complaints form. Eight other people also complained about the claim that the product had nothing added to the fruit… New managers often find it difficult to delegate the tasks they used to do. But getting others to do what you did so well is a key to good management. A. Tailor work to the individual B. Be positive C. Give incentives D. Define the expectations and objectives E. Delegate complete tasks F. Let go G. Avoid misunderstanding 1____It should be challenging and make use of their specific skills-skills that you may not have. 2____This is much more satisfying for the person delegated to than bits and pieces. If people feel they have ownership of a whole manageable project， they will usually rise to the challenge. 3____Don’t start by saying “I know you’re really busy and don’t have time for this， but…” Explain why the job is important and why you have chosen them. Also explain what the rewards are –possibly financial or psychological. 4___Specify what results are needed， the deadline， and how often the employee should update you. 5___ After you have briefed the person， ask them to explain back to you what they’re going to do to ensure the instructions are clear. 6___Don’t check up on them. Make yourself available to answer questions but allow them space to work on their own. 7___Give lots of praise， helpful feedback and constructive criticism. It boosts confidence and saves time next time. Listening: A bad delegator The manager clearly doesn’t follow: 1. The manager says， “I don’t want to give you anything too difficult .” so it isn’t challenging. 3. He starts by saying， “I know you’re really busy but…” 5.He doesn’t ask the employee to explain the instructions back to him. 6. He won’t be available to answer questions. 7.He doesn’t give any praise for the work the employee did on the schedules last time. Speaking: Delegating Buy some coffee from the shop across the street Organize all the filing in your office Attend a trade fair for you this weekend Tell another member of staff not to sent personal emails in company time Prepare a report on the effectiveness of the company’s website. Some expressions you can use to delegate A. I’ve asked you because… B. Let me know how it’s going once a week， please C. I’ll need a report on this with your findings and your recommendations. D. So， let’s go through this one more time to check if it’s clear E. You’ve done a great job on this! F. I’ve got a job here that will really interest you… G. I’d like you to be in charge of all of it. H. Feel free to call me if you have any questions. I. Can you give this priority because they need it as soon as possible. J. The deadline for this is next Thursday.
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