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  • 新编商务英语综合教程?教师用书(第2册)[平装]
  • 共1个商家     21.00元~21.00
  • 作者:杨翠萍(编者),谢丹焰(编者)
  • 出版社:清华大学出版社,北京交通大学出版社;第1版(2011年5月1日)
  • 出版时间:
  • 版次 :
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  • 包装:
  • ISBN:9787512105416

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    《新编商务英语综合教程?教师用书(第2册)》:高等学校商务英语系列教材。

    目录

    Unit 1 advertisement
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 2 leadership
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 3 information technology
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 4 markets
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 5 secret to success
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 6 competition
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 7 investment
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 8 services
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 9 business ethics
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    Unit 10 customers
    ⅰ.teaching objectives
    ⅱ.background information
    ⅲ.language focus
    ⅳ.key to exercises

    文摘

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    2. Types of Advertising
    Virtually any medium can be used for advertising. Commercial advertising media can includewall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinemaand television adverts, web banners, mobile telephone screens, shopping carts, web pop-ups,skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses,banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback traytables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stageshows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audioand video, posters, and the backs of event tickets and supermarket receipts. Any place an"identified" sponsor pays to deliver their message through a medium is advertising.3. The Advantages of Internet Advertising
    The Internet has not only brought the global community close but introduced a new medium ofadvertising that is quite unlike any other. Internet advertising is different from conventionaladvertising and has its own unique advantages.
    Intcrnet advertising is targeted —— As a company is looking for advertising opportunities to aspecific market, Internet advertising offers some targeting methods which ensure that those who seeyour ads are the ones most likely to buy. Forget the costly machine-gun strategy of newspaperadvertisements. Intemet advertising is targeted!
    Internet adverting enables good conversion tracking- It's impossible to get a good ideaof how many people see advertising through traditional means. Tracking the reach of newspaperand television advertisements is difficult. However, Internet advertising allows the advertiser totrack the number of impressions an ad gets (how many people see it), and how many visits theirbusiness website gets from particular ads, making it easy to see what kind of conversion ratesInternet advertisements are getting.
    Internet advertising has a lower entry-level fees- If you have a limited budget, Intemetadvertising can be much more in reach than traditional methods. A small yellow-page ad can costseveral hundred dollars. However, you can bid for advertisements on Google and Overture on ap rformance basis. That means you only get charged when visitors click on the advertisement, andbidding starts at a nickel or a dime.
    Internet advertising can be much cheaper Because of the targeted nature of Intemetadvertising and the ability to track the effectiveness of ads, conversion rates from Internetadvertising is typically much better than traditional media.