1、unit 6 advertising,21,4 ps,do you still remember the 4 ps of marketing mix?,advertising,lead-in,we can see advertisement every minute and everywhere. can you describe some of the advertisement that expressed you most? what are your impressions on advertisement? why do people spend so much money and

2、effort on advertising?,how many types of advertising can you think of?,tv commercial,radio advertising,online advertising,product placements,press advertising,billboard advertising,appreciate some advertisements in old days,appreciate some advertisements in old days,how old is advertising?,read a pa

3、ssage about the history of advertising.,reading comprehension,read the text and fill in the table.,market segment (segmentation):市場細分 a market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or service

4、s based on qualities of those products such as price or function. 市場細分是企業(yè)根據(jù)消費者需求的不同，把整個市場劃分成不同的消費者群的過程。 target market:目標市場,para 1: effective advertising, salespersons visits.,business knowledge and language,prospect 1) chance of success; outlook 成功的機會; 前景; 前程 e.g. a prospect of recovery 復(fù)原的希望 2) a p

5、otential customer, client, or purchaser 可能的顧客 pro-(向前）+specere(看）,para 1: effective advertising, salespersons visits.,business knowledge and language,allocate: to set apart for a special purpose; designate分配 n. allocation collocations allocate budgets 分配預(yù)算 allocate shares 分配股份 allocate funds for 撥出經(jīng)

6、費作 之用 allocated tasks 分配工作,para 2: all marketers face advantages and disadvantages.,business knowledge and language,tailor n.裁縫 vt.縫制, 調(diào)整使適合 merchandise n. 商品; 貨物 v. 買賣, 經(jīng)營; 促進.的銷售, 推銷; 經(jīng)商 merchant 商人 life span: the average or maximum length of time an organism, a material, or an object can be expec

7、ted to survive or last 有機體、物質(zhì)或物體預(yù)計持續(xù)或存在的平均或最長期限 e.g. 現(xiàn)代醫(yī)學延長了人的壽命。 modern medicine has increased mans life span.,para 3: newspapers, with 25 percent discard their papers quickly.,business knowledge and language,discard: to throw away; reject 丟棄，拋棄 e.g. history discarded him. 他被歷史所拋棄。 出牌 collocations

8、discard ones wife 遺棄妻子 discard old beliefs 拋棄舊信念 discard prejudices 放棄偏見,para 3: newspapers, with 25 percent discard their papers quickly.,business knowledge and language,impact 1) the striking of one body against another; collision 碰擊，撞擊 e.g. the tremendous impact of the shot 子彈的巨大沖擊力 2) the effect

9、 or impression of one thing on another 影響 e.g. the impact of science on/upon modern development 科技對于現(xiàn)代發(fā)展的影響,business knowledge and language,para 4: television ranks second and even schools.,beam 建筑中用作水平支撐的梁，船梁，船舷 a ray or shaft of light. 光柱，光束 e.g. a beam of light 一束光線 broadcast (a message, televisi

10、on programme, etc) 播送 e.g. the world cup final was beamed live from britain to japan. 世界杯決賽從英國向日本作了實況轉(zhuǎn)播.,business knowledge and language,para 4: television ranks second and even schools.,elevenfold adj. 十一倍的; adv. 十一倍地 -fold： divided into a specified number of parts: 分成幾小份的 e.g. fivefold. 分成五份 multi

11、plied by a specified number: 倍的；增加具體數(shù)的 e.g. fiftyfold. 50倍的,para 6: direct mail is the third-leading and sales mailings.,business knowledge and language,third-class: a class of mail in the u.s. postal system including all printed matter, except newspapers and magazines, that weighs less than 16 ounc

12、es and is unsealed. 第三等；美國郵政系統(tǒng)中郵件的一個等級，包括除報紙和雜志以外的印刷品，重量低于16盎司的不封口。,para 6: direct mail is the third-leading and sales mailings.,business knowledge and language,account for: (在數(shù)量方面)占, 說明(原因等) e.g.他得說明所花掉的每一分錢的用途。 hell have to account for where every cent goes. e.g. he was unable to account for the d

13、eficit in the firms bank balance. 他無法解釋這家公司在銀行結(jié)帳為什么會超支。 e.g.英國人占澳洲移民人口的14%。 the british account for 14% of the immigrant population in australia.,para 7: with99 percent fragmented audience.,business knowledge and language,subscription:訂閱 v. subscribe 認捐, 簽署, 訂閱, 同意 e.g. do you subscribe to her pessi

14、mistic view of the state of the economy? 你是否贊同她對經(jīng)濟狀況所持的悲觀看法？ e.g. i subscribed my name to the document. 我在文件上簽了名。 e.g. i subscribed to several magazines. 我訂閱了幾份雜志。 e.g. how much did you subscribe for? 你捐了多少?,para 8: magazines account for life, and prestige.,business knowledge and language,subscribe

15、for 預(yù)訂,訂閱; 捐款, 捐助; 認購 subscribe to 對.捐款; 訂閱(報刊); 同意, 贊成,billboard: a panel for the display of advertisements in public places, such as alongside highways or on the sides of buildings. 廣告牌; 公共場所用來張貼廣告的平板，如沿公路兩旁或在建筑物一側(cè),para 10: outdoor advertising, such for sale nearby.,business knowledge and language

16、,expenditure: the act or process of expending; outlay 支出; 支付的行為或過程；花費 經(jīng)常預(yù)算支出 above-the-line expenditure 計劃外開支 expenditure outside the plan off-budget expenditure outside-the -budget expenditure,para 10: outdoor advertising, such for sale nearby.,business knowledge and language,make a point: 立論, 表明一種看法, 著重 mount v.tr. to climb or ascend 攀登，登上 e.g. he mounted the horse and rode off. 他騎上馬走了。 r. to go upward; rise上升