want to find the most effective ways to reach viewers or listeners. They have been successful in many cases; therefore, the public as a whole has benefited.
Cause: Vince and Larry were not real people. Effect: Marker: 版权所有：培生教育出版集团
Use the passage to complete the cause or effect. If there is a marker that indicates the relationship between a cause and its effect, write it in the space labeled Marker. If there is no marker, write no in the space.
1. Governments and other groups use advertising to try to change people’s behavior. Two examples of this type of advertising are those that say smoking is a bad idea and those that say wearing a seat belt in a car is a good idea. Although the campaigns are similar in some ways, they can take very different forms. One reason they are different is that one campaign is an effort to persuade people to stop doing something while the other tries to get people to start doing something. 2. Advertisers discovered that an effective way to persuade people not to take certain actions is to show them the negative consequences, or outcomes, of those actions. In the case of smoking, that has meant showing viewers the negative health effects of smoking. For example, in a series of advertisements that were shown in New York City, a former smoker described all the things he could no longer do because he had smoked for many years. As a result of the ad being shown in New York City, thousands of people made calls to get more information about quitting smoking.
3. Although some seat belt campaigns have emphasized the negative consequences of failing to wear seat belts, one extremely famous and successful campaign took a different approach. This series of advertisements featured two amusing characters known as Vince and Larry. Vince and Larry were crash-test dummies—that is, they were walking and talking versions of the life-sized human dolls used to test cars’ safety in crashes. Vince and Larry could make jokes about crashes because they were not real people; they could not be hurt in a crash. These ads featured humor to get viewers’ attention. Viewers enjoyed the advertisements and were likely to watch and take in the message. They also may have connected the good feelings of the commercial to the action of buckling their seat belts.
4. Whether the goal is to persuade viewers to smoke less or to buckle up more, advertisers working on behalf of the government and other public-service groups want to find the most effective ways to reach viewers or listeners. They have been successful in many cases; therefore, the public as a whole has benefited. Cause: Effect: Viewers enjoyed the Vince and Larry ads and were likely to watch and absorb the message. Marker: Use the passage to complete the cause or effect. If there is a marker that indicates the relationship between a cause and its effect, write it in the space labeled Marker. If there is no marker, write no in the space.
1. Governments and other groups use advertising to try to change people’s behavior. Two examples of this type of advertising are those that say smoking is a bad idea and those that say wearing a seat belt in a car is a good idea. Although the campaigns are similar in some ways, they can take very different forms. One reason they are different is that one campaign is an effort to persuade people to stop doing something while the other tries to get people to start doing something. 2. Advertisers discovered that an effective way to persuade people not to take certain actions is to show them the negative consequences, or outcomes, of those actions. In the case of smoking, that has meant showing viewers the negative health effects of smoking. For example, in a series of advertisements that were shown in New York City, a former smoker described all the things he could no longer do because he had smoked for many years. As a result of the ad being shown in New York City, thousands of people made calls to get more information about quitting smoking.
3. Although some seat belt campaigns have emphasized the negative consequences of failing to wear seat belts, one extremely famous and successful campaign took a different approach. This series of advertisements featured two amusing characters known as Vince and Larry. Vince and Larry were crash-test dummies—that is, they were walking and talking versions of the life-sized human dolls used to test cars’ safety in crashes. Vince and Larry could make jokes about crashes because they were not real people; they could not be hurt in a crash. These ads featured humor to get viewers’ attention. Viewers enjoyed the advertisements and were likely to
watch and take in the message. They also may have connected the good feelings of the commercial to the action of buckling their seat belts.
4. Whether the goal is to persuade viewers to smoke less or to buckle up more, advertisers working on behalf of the government and other public-service groups want to find the most effective ways to reach viewers or listeners. They have been successful in many cases; therefore, the public as a whole has benefited.
Cause: Advertisers have successfully reached viewers and listeners. Effect: Marker: 版权所有：培生教育出版集团
Study the chart. Then complete the passage with be going to and will and the verb in parentheses. Use be going to for plans that have already been made for the future. Use will or be going to for predictions about what will happen after the planned strategies are used. Be careful with spelling. Click on Need Help if you need any help.
Marketing Plan: WOW! Internet Service
Plan Summary 1. Viral marketing 2. No print ads
3. Invitation only (limited number) 4. Start in September
All of your answers are correct. Well done!
We (advertise) are going to advertise WOW! through viral marketing. The message (be) will be so interesting that people (want) will want to tell their friends about it. The campaign (not / be) won't beexpensive because we (not / buy) aren't going to buy TV or print ads.
We (send) are going to send out invitations to use WOW! We (limit) are going to limit the number of invitations. Limiting the invitations (make) will make them more valuable.
We (start) are going to start the campaign in September, when students go back to school. The campaign (reach) will reach a lot of people very quickly. When it ends, we (have) will have thousands of new WOW! customers.
Listen to the passage. Choose all the answers that correctly complete the statements.
All of your answers are correct. Well done!
1. The speaker suggests that a good advertising message must be _____.
2. The speaker’s suggestions for effective viral marketing strategies include _____.
A. about a new and different type of product B. easily communicated to other people C. easy to remember D. interesting
A. pretending to be a tourist and asking for help B. taking pictures of people
C. putting up stickers with a mysterious message D. sending people messages on their cell phones
Match each signal expression with the part of the lecture it introduces. Type the letter of the correct expression.
All of your answers are correct. Well done!
e
b
Part of the Lecture
Signal Expression
Introduction: General
a. Finally, I'll explain?
Statement
? a marketing campaign for 1. b. First, I'll tell you about? a new Internet service, WOW!
Introduction: Scope
c. So, that is?
? WOW!, a new and exciting 2. d. Then, I'll talk about? Internet service.
d
a c
?the marketing objective 3. of our advertising e. Today I'm going to talk a campaign.
?how the marketing 4. campaign is going to work. Conclusion
? our plan for marketing
5. WOW!
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