外语系 纺织商务英语 Textile Business English

Module Six Marketing

Task 3 Promotion and advertising

1. To know useful expressions about promotion and advertising. 2. To master basic concepts about promotion and advertising. 3. To learn to take notes. Learning Objectives

Lead-in—Group discussion 1. Why do people need to conduct promotion and advertising activities? 2. How are the promotion and advertising conducted? 3. Will you be attracted bo buy the product by the advertising?

Useful expressions and patterns 1. I’d like to talk a little more about advertising. 2. I see advertising as an essential part of the entire process of marketing.  3. I’m really interested in the role of advertising in the production promotion.  4. Good advertising is vital to marketing a product.  5. Advertising can help build product recognition  6. The purpose of our advertising is to draw customers’ interest and keep hold of their attention.  7. I was told you need advertising designs for your home textile products.  8.We should make large investment in advertising.  9. I suppose TV ads will cost a fortune. 10.We will have to run a good advertising campaign.

Listening Dialogue 1 Notes to the dialogue  1. regional marketing manager 区域销售经 理  2. selling point 卖点  3. take into account 重视，考虑  4. launch new product 发行新产品

Dialogue 1  A: Good morning, Mr. Graham. I am a ( 区域销售经理 ) for China National Textile Import and Export Company.  B: ( 早上好 ).  A: ( 我有几个关于您们新产品发行的问题 ).  B: Ok, it is my honor.  A: ( 现在是我们的产品进入市场的最佳时机吗 ) ？  B: Yes. It is. And it is also very important. Promotional channels can make the product known to the consumers and improve the sales.  A: Do you think televised home shopping will be popular in the future?  B: In my opinion, it depends. ( 电视购物的新功能是我们 的卖点 ). But there are still some disadvantages.  A: What is the weakness for televised home shopping?  B: For instance, ( 包装不容易被考虑到 ).  A: ( 谢谢您回答我的问题 ) 。  B: You are welcome!

Dialogue 2 Notes to the dialogue 1.print media 印刷广告 2.campaign 宣传 3.appealing 吸引人的 Listening

Monologue  PROMOTIONAL CAMPAIGN FOR NEW STORE  Promotional gifts for:  No. of items:  Budget:  Other:

Passage Reading Different ways of promoting goods and services

Reading and Analyzing Brainstorming Question Direct Mail Advertising Merchandising Consumer promotions

Different ways of promoting goods and services  Special offers, discounts and free offer and sample coupons are all examples of 1. They can persuade consumers to try a product for the first time, to change from a competitive product or to increase the size of a purchase.

Different ways of promoting goods and services  2 consists of giving away or selling useful objects, such as sports bags or shopping hold alls with your brand name. You can also associate a character, personality or animal with your products and produce stickers, key rings, pens or other giveaway items to help people connect this image with your business.

Different ways of promoting goods and services  3 is promotional communicating by post. It is whatever the sender wants it to be—advertising, market research or a ‘thank you’ letter to customers.  It is useful where a product or service has a limited customer base because it addresses named targets only. It can be extremely cost-effective. It is also flexible in size, content and timing. It is most effective when it is linked with other opportunities to communicate. You can follow it up by telephone, meeting or other forms of advertising.

Different ways of promoting goods and services  Although 4 is very expensive, it is an economical way of getting a message to a large audience. If considering a magazine study its circulation carefully. How many people does it go to? Are they people who might buy from you? What other advertisers does the magazine have? Local radio and regional television can be affordable. However, remember they are best suited to consumer goods and not industrial or business products, where needs must be more closely targeted.

Group Discussion 1. How many ways can you think of to conduct promotion and advertising? 2. What are the effective ways to market a product promotion and advertising? 3. Have you found any problems in promotion and advertising? ………….

Assignment  Field work:  Work in groups of up to six. Collect information and materials from the Internet. Prepare for a presentation to introduce how to make an inquiry of a product. (The presentation should be facilitated by ppt)

Reference For more topic-related information, Please refer to the following websites: rtising_media.asp ho/promotion%20;%20advertisement