Business Advertising
Advertising is any of various methods used by a
company to increase the sales of its products or
services, or to promote a brand name. Advertising is
also used by organizations and individuals to
communicate an idea or image, to recruit staff, or to
publicize an event. To ensure that their
advertisements will appeal to those most suited to
their products, advertisers must have a target
audience in mind when they design their campaign.
The media used by the advertisers are newspapers,
magazines, television, radio, and posters etc.
Contents
Unit 10
01
Lead-in
02
Text A
03
Text B
04
Practical Writing
Lead-in
1
Vocabulary
Look at the pictures and guess the meanings of the words, using a
dictionary to check your answers.
Unit10
Lisn
Spot
sock
detergent
liquid
laundry
chef
dish
fluid
Disc
noodle
2
Unit10
Voca
Spot
Disc
Listening
Script
You will hear three advertisements. Listen to them and answer
the questions.
The First Advertisement
1. What is the brand of the product advertised? ____
√ Tide
A.
B. Bleach
C. Whiter
D. Tommy
2. What does “it’ll knock your socks off” mean?____
A. It will make your sock broken.
B. It will make your sock dirtier.
C.
√ It will make your sock much cleaner.
D. It will make your sock larger
2
Unit10
Voca
Spot
Disc
Listening
Script
Second Advertisement
3. What is the product being advertised? ____
A. Vegetables
B. Chicken
C.
D. Bread
√ Noodle
4. How does the advertiser describe the product? ____
√ Delicious and quick
A. Good
B. Crispy
C. Tender D.
Third Advertisement
5. What is the function of the product? ____
A. It can make the skin softer. B. It can make the skin younger.
√ All of the above.
C. It can make the skin smoother. D.
6. What is the name of the product? ____
√ Oil of Olay
A. Essential Fluid. B. Softer C. Graceful
D.
Tape Script
Lisn
Voca
Spot
Disc
1. What do you do with socks this dirty?
Wash it in a regular detergent, like the one you’re using
now and it will get only this white.
But it’ll get much whiter with Tide with bleach, because
you’ll have the cleaning power of the best Tide ever plus the
whitening power of the best liquid bleach, just follow the
laundry instructions.
It’ll knock your socks off.
And it’ll get them whiter.
Tape Script
Lisn
Voca
Spot
Disc
2. HEALTHY EATING! HEALTHY LIVING! Noodle Hut
is a new age fast-food concept where we cook fresh food
right before your eyes. Our open modern kitchen allows
you to view our chefs at work, preparing your delicious
dish of choice. Noodle Hut is a smart choice for anyone
living a busy, modern lifestyle! Stop by your local Noodle
Hut to try some of our delicious creations, made the way
you like it! For home-delivery, call 357-8970.
Tape Script
Lisn
Voca
Spot
Disc
3. Why your skin drinks it down so quickly. Because this is
what it’s missing. This is what it’s lost. So give it back
instantly. With the fluid that is similar to the essential fluid
your skin had so much of when you were younger. Give it
back and you can have softer, smoother, younger looking
skin. Why not grow old gracefully? Fight it with Oil of Olay.
3
Spot Dictation
Listen to the passage and fill in the missing information.
Advertising and promotions are bringing a product or a
service to the attention of 1 __________
and current
potential
customers. Advertising and promotions are best
Unit10
Voca
2 __________
carried out by implementing an advertising and
promotions plan. The goals of the plan should depend
strategies of the
very much on the overall goals and 3 __________
marketing analysis .
organization, and the results of the 4 _______________
Lisn
Disc
1. potential
3. strategies
2. carried out
4. marketing analysis
3
Unit10
Voca
Lisn
Disc
Spot Dictation
target
The plan usually includes what 5 ________
markets you
features and benefits you want to
want to reach, what 6 ________
convey to them, how you will convey it to them (this is often
campaign
called your advertising 7 __________
, who is responsible to
carry the various activities in the plan and how much money is
budgeted for this effort.
5. target
6. features
7. campaign
3
Unit10
Voca
Lisn
Disc
Spot Dictation
service
For each 8 ________
, carefully consider: What target
markets are you trying to reach with your ads? What would you
like them to think and perceive about your products (this should
be in terms of 9 ________
benefits to them, not you)? How can you get
them to think and perceive that? What communications
media
10 _________
do they see or prefer the most? Consider TV, radio,
displays , posters, word of mouth,
newsletters, classifieds, 11 ________
brochures , etc.
products releases, direct mail, special events, 12 ________
8. service
11. displays
9. benefits
12. brochures
10. media
4
Discussion & Role-play
Discuss with your partner the following questions and
report your answers to the class.
1. What are the functions of advertising?
Unit10
Voca
Lisn
Spot
2. What makes a good advertisement?
3. Look at the picture on the right. What are the products used
for? How do you know?
4. Which advertisement impresses you best? Why?
5. Do you take advertisements as references when you want to
purchase something? Why?
Text A
New Words and Expressions
Summary
Reading
Structure
Text A
Translation
Comprehension
Grammar Focus
Vocabulary
Role-play
Unit10
Text A
New Words and Expressions:
Unit10
Text A
commercial n. 广播、电视的）广告
efficient a. (直接)生效的，有效率的
advertise v. 做广告，登广告
rectify v. 矫正, 调整
announcer n. 主持人；广播员
yawn n. 呵欠
indicate v. 指出，显示
target n. 目标，对象
spokesman n. 代言人，发言人
stimulate v. 刺激，激励
lie in 在于
nowadays ad. 现今，现在
consumer n. 消费者
viewpoint n. 观点
merchant n. 商人,贸易商
cereal n. 谷类食品，谷类
athlete n. 运动员，运动选手
housewife n. 家庭主妇
audience n. 观众，听众
induce v. 劝诱，促使
1
Reading
Read the passage about being bilingual and answer the
following questions．
1. How do the producers make their products reach more
consumers?
Unit10
Text A
2. What is the widely accepted standard for a good television
commercial?
3. What should we do to succeed in advertising?
4. How can we tell that the television commercial mentioned in
the text is a good one?
5. What results should a successful television commercial
achieve?
Television Commercials
Tran
1 * Television is nowadays very popular throughout the world, for it
is a very efficient channel to communicate information. * In order to
make their products reach more consumers, producers will
advertise their products on television. What should a good
television commercial be? Different people will have different
viewpoints because they have different experience and knowledge.
Unit10
Text A
communicate
commercial
advertise
Reach
more consumer的意思是让更多的消费者了解产品;In
order
电视广告
efficient
nowadays
在此句中,for后面的分句表示原因,相当于一个原因状语从句｡
①
vt.
to
known,
sth known
①
sth
about
business
orconvey
trade
① a.
vt.
to make
make sth
sth
generally
or publicly
to...
是不定式短语,在这里充当目的状语｡
现在,电视在全世界都非常流行,因为它是传播信息的有效工
a.
ad.
have
now,
good
at
the
effect
present
on
sth,
effective
▲
Generally
speaking,
areyour
ablepresence.
to
communicate
their in
▲
A
college
teaches
things
that
would be useful
▲
It commercial
may be safer
not toteachers
advertise
具｡为了让更多的消费者了解产品,生产商会在电视上对他们的产
▲This
▲ ideas
Nowadays,
new
copyadvertisements
machine is more
canefficient
be found
than
everywhere
the old one.
in any big
clearly.
business.
品进行广告宣传｡那么,什么样的电视广告才算好广告呢﹖人们由
② city.
vi. to praise sth publicly in order to encourage people to buy or
②于阅历和知识结构不同会有不同的观点｡
vi. to exchange
information, news, ideas, etc
efficiency
n.
② n.
use
anitadvertisement on TV or radio
▲ The Minister
for Foreign Affairs has already communicated on
Antonym:
inefficient
▲
aim
of
the
repetitions
of President.
the
same
commercial on television
▲ The
The
company
for
a new
secretary.
this event with advertised
the
American
is nothing but
to brainwash
consumers a.into compulsive
advertisement
n.n. advertiser
n. advertising
communication
consumption.
communicative a.
Television Commercials
Tran
* Here is a widely accepted standard: a good advertisement should
reach at the lowest possible cost the most people who can and will
buy what the producer sells. *The first thing one must do to succeed
in advertising is to have the attention of the reader. That means to
be interesting. The next thing is to stick to the truth, and that means
rectifying whatever is wrong in the merchant’s business.
Unit10
Text A
rectify
在此句中the
在此句中thefirst
most
thing后面省略掉了定语从句的引导词
people是reach 的宾语at the lowest
下面是人们普遍接受的一个标准:一个好的广告应当能够以最低的成
vt.
toto
puthave
sth
right,
correct of the reader是不定式短语做表
that;
possible
cost充当了句子的状语,who
the attention
引导了一个定语从句,
本让尽可能多的想买又买得起所广告产品的消费者了解该产品｡要想
▲rectify
an error
广告取得成功,要做的第一件事就是引起读者的注意,这就意味着广告
语｡
先行词是people,最后的what
the producer sell是buy的宾语
▲to
rectify
the
mistakes
in
my
bill
必须非常有趣｡另外,广告应实事求是,也就是说对生产商为了扩大销售
rectifiable
a.
而做出的一些夸张性的宣传要予以纠正｡
rectification n.
Television Commercials
Tran
2 The following television commercial is a very good example.
3 On the television screen we see the announcer holding up a
cereal box with the name WAKE-UPS in big letters.
4 Announcer: Do you wake up feeling tired? Do you start the day
with a yawn instead of smile? Try WAKE-UPS, the new, improved
breakfast cereal, the cereal that athletes eat!
Unit10
Text A
下面的这则电视广告就是一个很好的例子｡
在电视屏幕上,我们看到一个播音员手里拿着一个麦片盒,上面用
大写字母写着“WAKE-UPS(威卡普)”｡
播音员说:“早上当你醒来的时候你会感觉到累吗﹖你是以微笑开
始你的一天呢还是以呵欠开始你的一天呢﹖试试‘威卡普’牌麦片吧
｡这
是一种新研制的,经过改进的早餐麦片,也是运动员专用的麦片｡”
Television Commercials
Tran
5
The picture changes. Now it shows a famous baseball player
eating a big bowl of WAKE-UPS, indicated by the box beside him
on the table.
6
Baseball player: I always start my day with WAKE-UPS. The
cereal made especially for people like me. I have to keep healthy.
WAKE-UPS can give me the strength I need. If you want to be
strong and healthy, eat WAKE-UPS every morning!
Unit10
Text A
indicate vt.
电视画面改变｡现在屏幕上显示的是一个非常出名的棒球运动员
①to show sth, especially by pointing
正在吃一大碗麦片,从放在他旁边的桌子上的盒子可以看出这是“威
▲a sign indicating the right road to follow
卡普”牌麦片｡
②to suggest the possibility of sth
棒球运动员说:“我每天早上都吃‘威卡普’牌麦片｡这是为我们
▲I indicated that his help was not welcome.
这类运动员特制的麦片｡我必须要保持建康｡‘威卡普’牌麦片可以给
indication
我提供我所需要的能量｡如果你想变的强壮又建康,那么每天早上请食
n. a sign, remark, event, etc that shows what is happening, what
用‘威卡普’牌麦片吧｡”
someone is thinking or feeling, or what is true
indicator n.
Television Commercials
Tran
7
The television commercial is very good because it is very
interesting and closely related to the daily life. It can attract the
attention of the housewives who are the target customers of the
product. The commercial chooses a very famous baseball player as
a spokesman. By so doing, the commercial will seem more
reliable.
reliable
Unit10
Text A
be
related
to
reliable
attract
这则电视广告之所以很好是因为它比较有趣,而且与生活密切相
a.
betorelied
on, 与……有关
can be
vt.can
tosth
catch
thewith
attention
of trusted
others
have
do
关｡它可以吸引很多家庭主妇的注意力,她们是这种产品的目标顾客
▲The
advertisement
is closely
tohis
ourlooks.
daily lives.
▲It’s
reliable
to judge
manrelated
only
by
▲Shenot
was
attracted
by
thea novel
advertisement.
群｡这则电视广告选择了一个非常出名的棒球运动员作为产品的代言
▲He
relating
to me
by
marriage.
▲Do is
any
a very
of these
reliable
designs
person.
attract you﹖
人｡这种做法使得这则电视广告看起来更加可信.
rely
v.
▲Flowers
attract many bees.
reliability
n
▲The film attracts
a large audience.
attractive a.
Television Commercials
Tran
Then those who admire the baseball player and those who want to
become stronger will choose this kind of cereal for their breakfast.
In other words, the commercial can stimulate the audience’s desire
to buy. From this we can see that the success of a television
commercial lies in whether it can attract the attention of the
customers and then to induce them to buy the product advertised.
Unit10
Text A
那些崇拜这个棒球运动员的人和想变得更强壮的人都会选择
这种麦片作为他们的早餐｡换言之,这则电视广告可以激发观众
的购买欲望｡从这个例子我们可以看出,一则电视广告是否成功
取决于它能否引起观众的注意并引导他们去购买所广告的产
品｡
2
Comprehension
Decide whether the following statements are True or False.
1.
Television is nowadays very popular throughout the world
F
because it is very easy to operate. _____
2.
People have the same viewpoint concerning what a good
F
television commercial should be. _____
A good advertisement should reach the most people who can
and will buy what the producer sell at the lowest possible cost. __
T
To succeed in advertising, we should first make the
advertisement interesting so that it can attract the attention of
the audience. _____
T
To advertise their products, the producer can use whatever
they want to describe their products without considering the
F
fact. ___
3.
4.
Unit10
5.
Text A
Vocabulary
3
Part 1 Match the words on the left with the definitions on the right.
1.
2.
3.
4.
5.
6.
7.
8.
nowadays
consumer
viewpoint
housewife
merchant
yawn
athlete
induce
Unit10
Text A
9. audience
10. target
A.
√ result aimed at; objective
B.
√ group of people who have gathered to hear
or watch sb/sth
C.
√ businessman or trader in the goods stated
√ woman whose occupation is looking after
D.
her family, cleaning the house etc.
E.
√ attitude, opinion
√ at the present time
F.
G.
√ person who buys goods or uses services
H.
√ take a deep breath with the mouth wide
open, as when sleepy or bored
I.√ person who trains to compete in physical
exercises and sports.
√ persuade or influence sb to do sth
J.
3
Vocabulary
Part 2 Complete the sentences with the following words. Change
the form where necessary.
commercial
stimulate
Unit10
Text A
indicate
induce
efficient
viewpoint
target
advertise
lie in
rectify
1. The aim of the repetitions of the same __________
commercial on television
is nothing but to brainwash consumers into compulsive
consumption.
2. What ________
induced you to begin your own business?
stimulate consumption.
3. It is well-known that needs can _________
lies in
4. The cure for stress _________
learning to relax.
3
indications that the economic situation of the
There are ___________
country may be improving.
6. The producers usually try every means to _________
advertise their
products.
efficient than the old one.
7. The new production line is more _______
target for the promotion of the newly
8.
We should set a _______
designed brand.
rectify the mistakes in my bill.
9. I should _______
viewpoint for the terms of payment of the order?
10. What’s your ________
5.
Unit10
Text A
Vocabulary
3
Unit10
Text A
Vocabulary
Part 3 Study the suffixes and complete the sentences with the right
form of the words in the brackets.
attractive (attract) in
1. Our products are good in quality and __________
price.
2. The government should take __________
effective (effect) measures to
reduce unemployment.
3. Universities have been asked to make their courses more
stimulating (stimulate).
attractive and __________
Consumers (consume) are encouraged to complain about
4. __________
faulty goods.
Vocabulary
3
5.
6.
7.
8.
Unit10
Text A
Whilst claiming to promote positive images of women,
_________
advertisers (advertise) are in fact doing the very opposite.
announcer (announce) reported this morning that an
The ___________
earthquake had happened in Sichuan province.
efficiency
What is so impressive about their society is the _________
(efficient) of the public services.
We were shocked by the _____________
announcement (announce) that the
company went bankrupt.
4
Unit10
Text A
Summary
Complete the summary of the passage by filling in the blanks with
the words or phrases from the passage．
To make their 1 _________
products reach more consumers, producers
advertise their products on television. A good advertisement
often 2 ________
should 3 ______
reach at the lowest possible 4______
cost the most people
who can and will buy the product advertised. To realize this, a good
advertisement should firstly be 5 _________
interesting and then it should
reliable . The advertisement in the text is a very good one
be 6 ________
related to the daily life thus it can 8 ______
because it is closely 7 ______
attract
the attention of the target 9 __________
customers . All in all, a good
advertisement must can 10 _________
stimulate the audience’s desire to buy
the product advertised.
5
Structure
Study the examples and do the exercises after the model.
Example 1
 The first thing one must do to succeed in advertising is to
have the attention of the reader.
succeed in 意思是在某方面取得成功，后面可以用名词或
现在分词。
Model: 这个团队成功地制定了一个可行的计划。
→ The team succeeded in making a practical plan.
Unit10
Text A
5
Structure
1. 我们成功地在最后期限前完成了项目。
________________________________________________
We succeeded in finishing the project before deadline.
2. 这一报告成功地提高了领导对这一问题的关注度。
________________________________________________
The report has certainly succeeded in raising the leaders’
________________________________________________
concern of the issue.
3. 你必须努力工作才能在事业上取得成功。
________________________________________________
You have to work hard to succeed in your career.
Unit10
Text A
5
Structure
Example 2
 …and then to induce them to buy the product advertised.
advertised 是过去分词，充当 product 的定语，其意思也
可以用定语从句来表示。
Model: At present, our company is filling the order that
was accepted last month.
→ At present, our company is filling the order
accepted last month.
Unit10
Text A
5
Structure
1. The personnel manager chose three employees who had been
interviewed.
___________________________________________________
The personnel manager chose three employees interviewed.
2. Some goods which were shipped have been damaged seriously
in the process of transportation.
Some goods shipped have been damaged seriously in the
___________________________________________________
process of the transportation.
___________________________________________________
Unit10
Text A
3. We are sorry to tell you that the goods you have ordered are out
of stock now.
____________________________________________________
We are sorry to tell you that the goods ordered are out of stock
____________________________________________________
now.
5
Structure
4. This is the book on business communication which is
recommended by the manager.
___________________________________________________
This is the book on business communication recommended by
___________________________________________________
the manager.
5. The board agreed to the proposal which was discussed on the
meeting yesterday.
___________________________________________________
The
board agreed to the proposal discussed on the meeting
___________________________________________________
yesterday.
Unit10
Text A
6. Prices of daily goods which are bought on the Internet can be
lower than store prices.
____________________________________________________
Prices of daily goods bought on the Internet can be lower than
____________________________________________________
store prices.
6
Translation
Translate the following sentences into English, using the expressIons given in the brackets.
1. 消费者满意是我们的头等大事。(consumers)
___________________________________________________
Consumers’ satisfaction is our first priority.
2. 广告应该忠于事实。(stick to the truth)
___________________________________________________
Advertising should stick to the truth.
3.这个方案具有很高的商业价值。(commercial value)
___________________________________________________
One of the important intentions of an advertisement is to induce
___________________________________________________
the consumers to buy the products advertised.
Unit10
Text A
6
Translation
4. 广告一个比较重要的意图是促使消费者购买所广告的产品。
(induce…to)
One
of the important intentions of an advertisement is to induce
____________________________________________________
the
consumers to buy the products advertised.
____________________________________________________
5. 你若打算卖掉旧沙发,何不在本地报纸上登个广告呢? ( put an
advertisement)
_____________________________________________________
If you want to sell your old sofa why not put an advertisement on
_____________________________________________________
the local paper﹖
Unit10
Text A
6. 政府计划减税以刺激经济增长。(stimulate )
_____________________________________________________
The government plans to cut taxes in order to stimulate economic
_____________________________________________________
growth.
7
Unit10
Text A
Grammar Focus
情态动词（Modal Verb）
情态动词是一种本身有一定的词义，表示说话人的情绪、态度
或语气的动词，但不能单独作谓语，只能和其他动词原形构成谓语。
情态动词的数量不多，但用途广泛，主要有下列：can (could), may
(might), must, need, ought to, dare (dared), shall (should), will
(would)。情态动词在句中放在谓语动词之前；谓语动词前若有助动
词，则在助动词之前；疑问句中，情态动词则在主语之前。情态动词
无人称和数的变化，后面跟的动词须用原形。否定式的构成是在情态
动词后面加not。个别情态动词有现在时和过去时两种形式，过去时
用来表达更加客气、委婉的语气，时态性不强，可用于过去，现在或
将来时态中。
7
Grammar Focus
Part 1 Look at the following examples and pay attention to the
functions of the modal verbs. Find more examples in the
passage.
 A good advertisement should reach at the lowest possible cost
the most people who can and will buy what the producer sell.
 The first thing one must do to succeed in advertising is to have
the attention of the reader.
 In other words, the commercial can stimulate the audience’s
desire to buy.
Unit10
Text A
7
Unit10
Text A
Grammar Focus
Part 2 Complete the sentences by translating the Chinese in
brackets.
1. Need/Must
_________ (需要) I attend the meeting tomorrow?
could (能) send me your latest
2. It is greatly appreciated if you ______
catalogue and price list.
will (会) be satisfied with the
3. We are quite sure that you _____
quality of our product.
4. The packages _______
should (应该) be lined and marked outside
with their names.
must (必须) be reasonable.
5. The prices you quote _______
8
Role-Play
Work with your group. Development an advertisement for anything
you are interested in and make it as interesting and attractive as
possible. Role play the advertisement to the class and see if any of
your classmates would like to buy your product.
Unit10
Text A
Text B
New Words and Expressions
Text B
Comprehension
Vocabulary
Unit10
Text B
New Words and Expressions:
Unit10
Text B
start-up a. 起始的，创办时的
creativity n. 创造力；创造
community n. 社区，团体
involvement n. 参与；包含
picnic n. 野餐
donation n. 捐赠；捐款
charity n. 慈善
auction n. 拍卖，拍卖会
exchange n. 交换，兑换
participate v. 参与，参加
cooperative a. 合作的，协力的 supplement n. 补充，附录
flier n. 广告传单
brochure n. 小册子
bulletin n. 公告，报告
sample n. 样品，标本
coupon n. 优惠券，商家的优待券
evaluation n. 估价，评价
Text B
New Words and Expressions:
Unit10
Text B
consultation n. 咨询，磋商
newsworthy a.有报导价值的
release n.发布，发行
sparingly ad.节俭地，保守地
logo n.图标，标志
slogan n.口号，标语
identifiable a. 可以识别的
magnetic a.磁铁的，有磁性的
vehicle n.汽车，交通工具
sidewalk n.人行道
relative n.亲戚
expo n.博览会，展览会
word-of-mouth a.口头的，口述的
seasonal a.季节的，季节性的
loyal a.忠诚的，忠心的
evaluate v. 评估，评价
practically ad. 实际上
Ways to Advertise on a Tight Budget
Tran
1 * Advertising costs can quickly consume a large part of new
businesses’ star-up costs and existing small businesses’ operating
expenses—but without advertising there will be no customers or
continuing sales. * Fortunately, there are low-cost ways to advertise
that require more of your creativity and time than dollars.
Unit10
Text B
consume
vt.
预算紧张时进行广告的方法advertise,另一个
在此句中ways后面有两个定语,一个是不定式to
在此句中,start-up
costs是启动资金的意思;operating
expenses是
①to
广告可能会迅速消耗很多新公司启动资金的大部分和现存小型公
use sth up
是由that引导的定语从句｡
运营资金的意思
司的运营资金｡但是不做广告,就没有顾客,销售额也不会增加｡幸运的是,
▲consume resources, time, stores, etc
有很多经济实惠的广告方法,这些方法不需要很多花费,但是对创意和时
▲The car consumes a lot of fuel.
间要求更高｡
②to destroy sth/sb by fire, decay, etc
▲The fire soon consumed the old wooden buildings in the neighborhood.
consumer n.
consumption n.
Ways to Advertise on a Tight Budget
2
Unit10
Text B
Tran
Community Involvement:
 Have a “happening”—contests, parties or picnics for your
customer.
 Give product or service donations to a charity auction.
 Give free talks to community groups.
 Run booths at local fairs.
参与社区活动
donation
★ 举行一些活动如:为你的顾客举行一些竞赛,组织一些聚会或
n. things
donated
野餐; of money to the hospital
▲a donation
★ 为慈善拍卖会捐赠一些产品或提供一些服务;
▲a blood
donation
★ 为一些社区组织举办免费讲座;
▲make/give
a donation
★ 在当地展会展出产品;
Ways to Advertise on a Tight Budget
Tran
 Attend local business groups’ meetings and business card
exchanges .
 Patronize other home-based and small businesses. Participate
Participate
in cooperative advertising for special newspaper business
supplements.
 Post your business’s fliers, cards and brochures on community
bulletin boards.
Unit10
Text B
exchange
participate
★ 参与当地商业组织的会议并且交换商业名片;
cooperate
①vt.
to
give
one
or person in return for another
资助一些家庭型企业和小型企业,参加为推介报纸商业特刊
①vi.
to
taketogether
partthing
in, attend
vi.
to★
work
▲You
exchange
the
not return them for a refund.
所进行的一些合作性广告项目;
▲participate
in a discussion
▲If
wemay
all cooperate,
we’llshoes
soonbut
finish.
②n.
the
act of cooperated
giving
someone
something
receiving
②vt.★
to在社区的公告栏张贴你的商业传单,卡片和宣传手册｡
share
together
▲The
British
with the
French and
in building
thesomenew craft.
thing
else
from
them
▲participate
sb’s(sb)
sufferings
cooperate
with
in (sth)
▲He
gave me
an
participation
n. apple in exchange for a cake.
cooperate
in harmony
stock
exchange
participator
n.
cooperation
n. 股票交易所
exchange
ratea.汇率
cooperative
Ways to Advertise on a Tight Budget
3
Tran
Giveaways:
 Give away free samples or advertising specialty items
(magnets, mugs, etc).
 Offer discount coupons in fliers.
 Offer free evaluations or consultations.
赠送物品磁铁､带柄的杯子
Unit10
Text B
★ 提供免费样品或者用于广告的一些专门用品(如
★ 在传单中夹带优惠券;
★ 提供免费的评价和咨询｡
等);
Ways to Advertise on a Tight Budget
4
Unit10
Text B
Tran
Media:
 Send out newsworthy press releases. Use them sparingly.
 Be available for last-minute interviews on local radio and cable
television shows.
 Write how-to articles for industry publications.
 Host a local cable television show related to your business.
 Place classified ads in free shopper papers.
媒 体
★ 发送有报道价值的新闻稿,谨慎小心地使用这些新闻稿;
★ 随时接受当地电台和有线电视节目的临时采访;
★ 为行业出版物撰写指导性的文章;
★ 为当地有线电视台主持与你的生意有关的节目;
★ 在免费提供给购物者的报纸上登载分类广告｡
Ways to Advertise on a Tight Budget
5
Unit10
Text B
Tran
Signs:
 Design a logo and slogan that will become identifiable with your
business’s name.
 Display them on all your business cards and promotional
materials as well as on magnetic vehicle signs, lawn or
sidewalk signs, T-shirts, fliers and so on.
标 记
★ 设计出一个图标和一句口号,使别人能识别出你的公司;
★ 在你所有的商业名片､促销材料､以及电磁车标示牌､草坪或人
行道标示牌､T恤衫､传单等等上面展示你的产品图标和口号;
Ways to Advertise on a Tight Budget
Tran
 Design business cards that stand out. Hand them out to
everyone you meet. Ask relatives and friends to do the same.
6
Unit10
Text B
Teaching:
 Give free demonstrations at trade shows and community or
store events.
 Teach courses at local schools or community college.
 Conduct workshops at business conferences or expos.
demonstration
n.
★ 设计一些与众不同的商业名片,把卡片分发给你所遇到的每一个
①showing
sth by giving proof or evidence
人,同时请亲戚和朋友也帮你发卡片｡
▲convinced
by a scientific demonstration
指 导
②showing
and explaining how sth works
★ 在贸易展览会和社区或商店的活动中免费示范产品的使用方法;
▲to★give
a demonstration
在当地学校或社区学院教授课程;
demonstrative
a. demonstrator n.
demonstrate v.
★ 在商务会议或展览会上举办研讨会｡
Ways to Advertise on a Tight Budget
7
Unit10
Text B
Tran
Customer considerations:
 It costs less to keep a customer than to get a new one, and
word-of-mouth advertising is one of the best advertising ways.
 Send thank-you, birthday and seasonal cards.
 Offer special sales for loyal customers.
 Handle customer complaints quickly and to their satisfaction.
为顾客着想
★ 留住一个顾客比赢得一个新顾客所花费的成本要低,让顾客称颂
你的产品是一种最好的广告方法;
★ 为顾客寄发感谢卡片､生日卡片和季节性卡片;
★ 为忠诚的顾客提供一些特别优惠;
★ 及时处理顾客的投诉并且要让他们满意;
Ways to Advertise on a Tight Budget
Tran
 Always do a little extra for your customers.
 Be professional and respectful to all customers.
8 * Whether you use these promotions or your own ideas, always
aim your promotions where they will reach your target
customers — the ones market research has determined are most
likely to buy your goods or services.
Unit10
Text B
★ 总是为顾客提供一点额外的服务;
be likely to ones后面的定语从句的引导词that被省略掉了
do
在此句中,the
★ 以专业和尊敬的态度对待所有的顾客｡
have the possibility to do sth 可能
不管你是运用上面所提到的促销方法还是使用你自己的
▲She
is not likely to come next month.
方法,永远都要确保这些促销手段能够深入到你的目标顾客—
▲The manager is likely to hold a meeting this afternoon.
—即通过市场调查所确定的那些最有可能购买你的产品或服
务的人｡
Ways to Advertise on a Tight Budget
Tran
Evaluate each promotion’s responses and repeat those that bring
the most business. Remember, customer satisfaction is the best
(and lowest-cost) advertising way of all. Put customers first, and
your product or service will practically sell itself.
Unit10
Text B
evaluate
评估每一种促销方法的效果,重复使用那些给你带来最大经济效益的
vt. to assess
方法｡记住,顾客的认可是最好的也是最实惠的广告方法｡把顾客放在
▲The research project has only been under way for three months,
第一位,你的产品和服务将会非常畅销｡
so it’s too early to evaluate its success.
▲I cannot evaluate his ability without seeing his work.
evaluation n.
evaluative adj.
evaluator n.
1
Comprehension
Choose the best answer for each question according to the passage.
1. Why is it important to advertise their products for the new and
small businesses? _____
A. To attract more customers B. To maintain continuing sales.
√ All of the above.
C. To increase profit.
D.
2. Which of the following viewpoints about the low-cost ways to
advertise is not true? _____
Unit10
Text B
A. They will cost less money.
B. They require more of your creativity.
C. They require more of your time.
√ They require more of your dollars.
D.
1
Unit10
Text B
Comprehension
3. To make the customers loyal to your products you should do the
following except: _____
A. Offer special sales for loyal customers.
B. Handle customer complaints quickly and to their satisfaction.
C. Always do a little extra for your customers.
D.
√ Increase the price of the product sold.
4. According to the passage, target customers are the ones _____ .
A. you can give large discount
B.you can offer special sales
√ who are most likely to buy your goods or services
C.
D. from whom you can get a lot of information
1
Comprehension
5. What is the most important thing you should remember in
advertising? _____
√ Customer satisfaction is the best and low-cost advertising way
A.
of all.
B. Market research must be carried out before you advertise
your products .
C. Customer complaints are of great importance.
D. Large discount must be often given to your customer.
Unit10
Text B
2
Vocabulary
Part 1 Complete the sentences with the following words. Change the
form where necessary.
creativity
seasonal
Unit10
Text B
exchange
evaluation
participate
expense
cooperative
promotional
sample
loyal
participated in this business meeting .
1. More than 1,000 people ___________
expense .
2. Most children in Britain are educated at public ________
_________
3. We hope sincerely that we will have the chance to cooperate
with you.
4. The personnel manager requires that the newly recruited
creative
employees should be __________
.
2
Vocabulary
5. If the foreigners want to buy something in China, they should
_________
exchange foreign money for Renminbi.
Samples are presented free in the company.
6. ________
seasonal trade.
7. Selling Christmas cards is a ________
promotion .
8. Advertising is often the most effective way of _________
evaluate his ability without seeing his work.
9. I cannot _________
Loyal customers are of great importance to the development of
10. _____
a business.
Unit10
Text B
2
Vocabulary
Part 2 Complete the table below, using a dictionary, and learn their
meanings.
Verb
Noun
(idea)
advertise
做广告,登广告
advertisement
广告
cooperate
合作,协作
Unit10
consult
商量,商议,考虑
advertiser
登广告者,广告
客户
cooperator
cooperation
合作者,合作社
合作,协作
社员
consultant
consultation
请教,咨询,磋商 顾问,咨询者
Text B
demonstrate
示范,证明,论证
Noun
(person)
demonstration
示范,实证
demonstrator
论证者,示威者,
证明者,指示者
Adjective
advertising
广告的
cooperative
合作的,协力的
consultative
咨询的
demonstrative
说明的,(语法)
指示的
2
Vocabulary
Complete the sentences with the right form of the words in the
brackets.
1.
2.
3.
Unit10
Text B
4
consultant
Mr. Thomas is the president’s _____________
(consult) on economic
affairs.
demonstrating (demonstrate) how to use the
The manager is ____________
newly designed machine to the customers.
cooperation
This is the report produced by the government in __________
(cooperate) with the chemical industry.
advertising
The ____________
(advertise) rates have increased greatly
recent years.
Practical Writing
Recruitment Advertisement
Recruitment advertisement, which is an important way
for a company to attract talents, is often seen in the
classified ads of newspapers. Generally speaking, a
recruitment advertisement includes the following parts: the
brief introduction to the company, the positions and the
requirements for those positions, salary and the ways of
contact. The content of the recruitment advertisement is
very concise. Imperatives and ellipses are often used in the
recruitment advertisement.
Unit10
Practical Writing
Part 1 Read the following recruitment advertisement and see
how it is composed.
Unit10
Real Estate Sales Agents
Outstanding opportunity with local real estate corporation requires
strong background in real estate, financing, closing. Some legal training
helpful. Prefer candidate with Bachelor Degree and two or more years
of successful real estate experience. Broker’s license required. Salary
range $16,000—$23,000 commensurate with education and
experience. Begin immediately. Interviews will be conducted Tuesday
and Thursday, June 10 and 12. Call for an appointment 243-1153, or
send a letter of application and resume to:
Personnel Department
Executive Real Estate Corporation
500 Capital Avenue
Lawrence, Kansas 67884
Practical Writing
Part 2 Write a recruitment advertisement based on the following
information, adding more details where necessary.
You work for ABC Company which is a famous software
producer as a secretary to the HR manager. Now your company is
going to hair several programmers, and you need to draft a
recruitment advertisement.
Unit10
Contents