商务英语听力练习之广告宣传策划

时间：2022-03-31 15:49:42 商务英语我要投稿

商务英语听力练习之广告宣传策划

　　策划，指积极主动地想办法，定计划。它是一种策略、筹划、谋划或者计划、打算，它是个人、企业、组织结构为了达到一定的目的，下面小编带来的商务英语听力练习之广告宣传策划。

商务英语听力练习之广告宣传策划

　　背景提示：Nellie, Andrea and Maria discuss ways to promote the new biscuit range. They have come up with an effective and "out of the box" advertising plan - find out more from this episode.

　　【Audioscript】

　　Nellie: So Andrea, we’ve got our work cut out. I’ve looked though last year’s report and the advertising plan, but you are going to have to tell me how it all went down in practice. Was it successful?

　　Andrea: Well, I’ve got last year’s sales figures here I think – from Kevin... yes here we are. You see on the whole, sales were significantly up, by as much as,…er… 17% on some ranges.

　　Nellie: Hmm, pretty good. And that was through a mixture of press and billboard campaigns in the main, yes? No radio, no TV advertising?

　　Andrea: No, I don’t think we ever considered those – at least not last year. You’ ll have to check with Maria though. I suppose apart from the press and billboards, the main element in our success is Kevin’s sales team. He’s got 35 reps under him and they cover the whole of our sales area very well and very thoroughly. They know their customers well and are extremely good at getting repeat orders.

　　Nellie: Yes, but that doesn’t help us with a new product, does it?

　　Andrea: Well no, but it gives Kevin’s team a head start in getting their trust to go with a whole new range. They know that what we sell them is good quality at a fair price and so would be pretty well-disposed to take on a new range from us – when they might be more reluctant to take the same sort of thing from a bigger, more faceless supplier – do you see what I mean?

　　Nellie: Yes, that makes a great deal of sense. We need to capitalise on all our strengths and assets and that’s certainly one. I do think we ought to be thinking more widely though – more “out of the box”. I know we’ve never done TV or radio advertising before but it may just be the time to change that.

　　Maria: Hi Nellie, have you got a moment?

　　Nellie: Sure Maria. We were just talking about the possibility of maybe doing some TV or radio advertising to help launch the new range. What do you think?

　　Maria: Well, I don’t think the budget we’ve got would allow us to do much TV advertising – even with the level of finance the Chairman has sanctioned. But radio advertising is a distinct possibility. It could back up our press and billboard campaigns, and if we do get the tie-in with Superkor, we could link it in to their campaigns as well – they advertise pretty heavily on national and local radio here.

　　Nellie: OK then, we need to think of some sort of brief we can give the advertising people – what sort of things to home in on and what we want to get out of the advertising campaign – apart from sales of course!

　　Maria: Yes, brand awareness being one, of course. OK, I’ll get on to our usual agency. I think they’ve got pretty good contacts with some radio commercials production companies. And of course they can give us suggestions as to how we can tie those in to the press and poster campaigns.

　　Andrea: Don’t forget my husband works for Thistle TV. He might be useful.

　　Maria: But he’s in the news department, isn’t he?

　　Andrea: Yes, he’s one of the OB cameraman for their children’s news round-up programme. But he’s got a lot of contacts in the company.

　　Maria: Well thanks Andrea, but that’s not really in the advertising area we are interested in at the moment, is it?

　　Andrea: Ok. Just a thought.

　　Maria: So. Nellie. Let’s see if we can come up with some ideas to push this new line, shall we? Something that’s going to get the public interest and get the brand of "Country Crumbles" firmly in their mind…

　　【Glossary】

　　1.billboard (noun) - a large board on which advertisements, posters are displayed n. 广告牌

　　如：Large billboards have disfigured the scenery.

　　大型告示板已破坏了景色。

　　2.campaign (noun) - a planned set of activities which are carried out over a period of time to achieve a particular aim n. 运动，活动，战役，竞选运动

　　如：The new managing director will act as spearhead of the campaign.

　　新上任的常务董事将在这场运动中挂帅。

　　3.in the main (phrase) - in general 基本上，大体上

　　如：The result be, in the main, satisfactory.

　　结果基本上是令人满意的。

　　4.rep (noun) - short for 'representative' 代表，代理人

　　5.head start (noun) - if you have a head start, you have an advantage over other people in something like a competition or race. 领先

　　如：Joe has a head start. He began to study earlier than we did.

　　乔抢先了一步，他在我们开始之前就已准备功课了。

　　6.well-disposed (adjective) - if you are well-disposed to a plan or activity, you are likely to support it. adj. 很有好感的，性情好的，怀好意的，同情的

　　如：She seemed well disposed towards us.

　　她看来对我们颇有好感。

　　7.capitalise on sth (phrasal verb) - to use a situation to gain some advantage for yourself 利用

　　8.out of the box (phrase) - to think out of the box is to think differently and creatively. 破格思维

　　9.tie-in with (phrase) - to get a tie-in with something or to tie in with something is to plan an event or activity so that it is compatible with another. 搭卖

　　10.home in on sth (phrasal verb) - to give all the attention to something 向……聚集

　　11.brand awareness (noun) - it is a marketing concept which refers to the likelihood that customers realise the existence of a company's product or service. 商标意识

　　12.commercial (noun) - an advertisement that is broadcast on television or radio 广告

　　13.OB - short for 'Outside Broadcasting', it is a term mostly used in the UK. Outside Broadcasting refers to the production of television or radio programmes from a mobile television studio. 实况转播

　　14.cameraman (noun) - a person who operates a camera for television or film making n. 摄影师

　　15.round-up (noun) - a round-up of news is a summary of the main events that have happened n. 综合消息，聚集

　　【Business notes】

　　在这一章节当中，Nellie, Andrea和Maria讨论了如何在顾客群中提高自己的品牌效应。他们提到的主要方法是通过新闻发布会，竞标，广播和电视等。

　　Here are a few other advertising terms you may or may not know: 下面这些是你需要知道的一些广告术语：

　　Direct marketing（直接营销） involves targeting groups of consumers with such things as direct mail, email marketing and telesales. These can often be perceived negatively by consumers and are sometimes referred to as junk mail and spam.

　　The TV commercial（电视广告）is generally considered the most effective mass-market advertising format.

　　Covert advertising（隐形广告） is when a product or brand is embedded in entertainment and media. For example, in the movie Minority Report, Tom Cruise uses a Nokia phone.

　　Outdoor advertising（街头/室外广告） is considered a glance medium as it typically only draws 2-3 seconds of a person’s time.

　　Viral marketing（病毒式营销） is the online equivalent of word-of-mouth and promotions may take the form of video clips, or interactive Flash games that take advantage of existing social-networks to market the product.

　　剑桥商务英语听力练习有哪三步骤

　　BEC听力试题题型多样，考察能力全面。正因如此，可能会让很多习惯了单选画勾套路的考生感觉茫然。其实同备考其他各类语言测试一样，在备考BEC的过程中，如果时间允许，最好还是实力与技巧并重，内功修行与题海战术并用。

　　所谓实力，即英语学习中的听力功底。提高听力水平乃是成功备考BEC听力的根本，也是今后应对工作的需要。因为毕竟考BEC只是第一步而已，而不是一个人英语水平的全部体现。泛泛而言，要想真正提高自己的听力水平，可以在语音、词汇，语段的层次上，循序渐进，日积跬步。

　　语音方面，

　　要注意区分和模仿正确的语音和语调。事实上，平时练听力时出现的听不懂现象，固然有一部分原因是因为词汇量不够，或者语速超过了自己能接受的范围，很重要的一个原因是分辨不出自己其实很熟悉的'单词，以及单词与单词之间的界限。这就需要从根本上去改变我们的一些发音习惯，小到元音、辅音，大到弱读、连读，乃至句读。目前市面上此类语音类书籍颇多，多数大同小异，可以自行选择。不过BEC考试听力试题中毕竟以英音为主，如果有足够的兴趣和时间，可以去认真揣摩一下英音。当然大家不必非要转成英音——自己说英或美甚至澳音，只要了解其中差别，均不会影响听力答题的。

　　至于词汇，

　　就BEC听力而言，难度不是很大。很多考生都有四、六级的考试经历，不妨把曾经背过的词汇捡起来，可以达到事半功倍的效果。此外，再补充并熟记一些跟BEC听力场景相关的词汇。在温习词汇的过程中，可以顺便纠正个别单词的发音，不要再想当然的去按照自己的发音习惯去猜测一个单词的发音，一切应该以音标为主。

　　谈到语段，

　　大家不妨把精听和泛听结合起来。所谓精听，有三种方法可以参考。其一，找一段BEC中的听力材料，或者其它难度适中的材料，每放一句，便跟读一句，力求听出每一个细微的单词。如果一遍不行，单句重新来过，并总结自己听不出来的原因。其二，跟上一方法比较类似，只不过以笔带口，跟读变成听写。其三，不间断地播放整个一个section，边听边做笔记，不要去看题目，这是最像BEC考试的一种练习方法了。记完后，将自己的笔记跟题目对一下，看是否能把考题中的考点都捕获到。

　　通过这种练习可以揣摩BEC出题中关注细节的这一特点。每次精听的时间不宜过长，四五十分钟即可;材料也不宜过难。谈到泛听，也并非指什么材料都听。大家平时可能有收听BBC的习惯，但如果自己只能听懂60%%左右，那这样的泛听除了增加了一点你的语感外，也就没有什么其它大作用了。所以即使是泛听，也要根据自己的水平，去选择难度适当的材料。

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