商務英語聽力練習之廣告宣傳策劃

時間：2022-03-31 15:49:42 商務英語我要投稿

商務英語聽力練習之廣告宣傳策劃

　　策劃，指積極主動地想辦法，定計劃。它是一種策略、籌劃、謀劃或者計劃、打算，它是個人、企業、組織結構為了達到一定的目的，下面小編帶來的商務英語聽力練習之廣告宣傳策劃。

商務英語聽力練習之廣告宣傳策劃

　　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. 廣告牌

　　如：Large billboards have disfigured the scenery.

　　大型告示板已破壞了景色。

　　2.campaign (noun) - a planned set of activities which are carried out over a period of time to achieve a particular aim n. 運動，活動，戰役，競選運動

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

　　新上任的常務董事將在這場運動中掛帥。

　　3.in the main (phrase) - in general 基本上，大體上

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

　　結果基本上是令人滿意的。

　　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. 領先

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

　　喬搶先了一步，他在我們開始之前就已準備功課了。

　　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，懷好意的，同情的

　　如：She seemed well disposed towards us.

　　她看來對我們頗有好感。

　　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. 破格思維

　　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. 搭賣

　　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. 商標意識

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

　　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. 實況轉播

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

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

　　【Business notes】

　　在這一章節當中，Nellie, Andrea和Maria討論了如何在顧客群中提高自己的品牌效應。他們提到的主要方法是通過新聞發布會，競標，廣播和電視等。

　　Here are a few other advertising terms you may or may not know: 下面這些是你需要知道的一些廣告術語：

　　Direct marketing（直接營銷） 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（電視廣告）is generally considered the most effective mass-market advertising format.

　　Covert advertising（隱形廣告） 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（街頭/室外廣告） is considered a glance medium as it typically only draws 2-3 seconds of a person’s time.

　　Viral marketing（病毒式營銷） 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.

　　劍橋商務英語聽力練習有哪三步驟

　　BEC聽力試題題型多樣，考察能力全面。正因如此，可能會讓很多習慣了單選畫勾套路的考生感覺茫然。其實同備考其他各類語言測試一樣，在備考BEC的過程中，如果時間允許，最好還是實力與技巧并重，內功修行與題海戰術并用。

　　所謂實力，即英語學習中的聽力功底。提高聽力水平乃是成功備考BEC聽力的根本，也是今后應對工作的需要。因為畢竟考BEC只是第一步而已，而不是一個人英語水平的全部體現。泛泛而言，要想真正提高自己的聽力水平，可以在語音、詞匯，語段的層次上，循序漸進，日積跬步。

　　語音方面，

　　要注意區分和模仿正確的語音和語調。事實上，平時練聽力時出現的聽不懂現象，固然有一部分原因是因為詞匯量不夠，或者語速超過了自己能接受的范圍，很重要的一個原因是分辨不出自己其實很熟悉的'單詞，以及單詞與單詞之間的界限。這就需要從根本上去改變我們的一些發音習慣，小到元音、輔音，大到弱讀、連讀，乃至句讀。目前市面上此類語音類書籍頗多，多數大同小異，可以自行選擇。不過BEC考試聽力試題中畢竟以英音為主，如果有足夠的興趣和時間，可以去認真揣摩一下英音。當然大家不必非要轉成英音——自己說英或美甚至澳音，只要了解其中差別，均不會影響聽力答題的。

　　至于詞匯，

　　就BEC聽力而言，難度不是很大。很多考生都有四、六級的考試經歷，不妨把曾經背過的詞匯撿起來，可以達到事半功倍的效果。此外，再補充并熟記一些跟BEC聽力場景相關的詞匯。在溫習詞匯的過程中，可以順便糾正個別單詞的發音，不要再想當然的去按照自己的發音習慣去猜測一個單詞的發音，一切應該以音標為主。

　　談到語段，

　　大家不妨把精聽和泛聽結合起來。所謂精聽，有三種方法可以參考。其一，找一段BEC中的聽力材料，或者其它難度適中的材料，每放一句，便跟讀一句，力求聽出每一個細微的單詞。如果一遍不行，單句重新來過，并總結自己聽不出來的原因。其二，跟上一方法比較類似，只不過以筆帶口，跟讀變成聽寫。其三，不間斷地播放整個一個section，邊聽邊做筆記，不要去看題目，這是最像BEC考試的一種練習方法了。記完后，將自己的筆記跟題目對一下，看是否能把考題中的考點都捕獲到。

　　通過這種練習可以揣摩BEC出題中關注細節的這一特點。每次精聽的時間不宜過長，四五十分鐘即可;材料也不宜過難。談到泛聽，也并非指什么材料都聽。大家平時可能有收聽BBC的習慣，但如果自己只能聽懂60%%左右，那這樣的泛聽除了增加了一點你的語感外，也就沒有什么其它大作用了。所以即使是泛聽，也要根據自己的水平，去選擇難度適當的材料。

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