BEC新编剑桥商务英语中级Module4.1
听力1
Listen to someone who runs a web-business giving a presentation to a group of marketing managers on how to successfully advertise on the Internet. Which techniques does he mention?请听一位网络公司的经营者向一群营销经理介绍如何在互联网上成功地做广告。他提到了哪些技巧?
Answer
use search engines to put your name at the top of the listings
get links on other sites
through a site review
get free advertising
have a memorable domain name
email campaigns (spam)
send out a monthly newsletter
have competitions or give something for free
keep a file of your visitors
听力2
Listen again and choose the best ending A, B or C for each sentence 1 – 5.
-
The speaker compares throwing adverts into the air to _______.
演讲者把向空中投放广告比作
A. Internet advertising. 网络广告;互联网广告
B. wasting money on advertising.
C. advertising with leaflets.广告和传单
2. His first piece of advice is to ________.他的第一个建议是
A. make sure people find you on the search engine.确保人们在搜索引擎上找到你
B. make sure people visit the search engine.
C. set up a search engine.
3. Spend plenty of time on _______.
A. promoting others on your site.
B. creating links to increase traffic.创建链接来增加流量
C. recommending your product on other sites.
4. The speaker __________.
A. thinks email can be effective.
B. is doubtful about using email.
C. never sends marketing emails.
5. It's a good idea to ________.
A. give free samples away at the beginning.一开始就免费赠送样品
B. make the website free to visit.让网站免费访问
C. offer something free to encourage people to return.
提供一些免费的东西来鼓励人们回来
Speaker: Imagine you have a new product or a new service and you want the world to know about it. One way would be to write the advertisement onto ten or a hundred or a thousand pieces of paper and drop them from the sky over your town or city. Someone on the ground might pick one up and read it. Maybe two or three people. On the other hand the wind might blow them away.
假设你有一个新产品或新服务，你想让全世界都知道它。一种方法是把广告写在10张、100张或1000张纸上，然后从空中扔到你所在的城镇或城市上空。地面上的人可能会拿起一本读。也许两三个人。另一方面，风可能会把它们吹走。
Now imagine doing the same thing but this time throwing them into the air with adverts for every other product or service in the world. You probably wouldn't do it, would you? Well, unfortunately, that;s what it's like to advertise on the Internet.
现在想象一下做同样的事情，但这次把它们和世界上所有其他产品或服务的广告一起扔到空中。你可能不会这么做，是吗?不幸的是，这就是在互联网上做广告的感觉。
Trying to make your product, service or website known to the rest of the Internet community can be very, very frustrating. Not only making it known, but getting visitors to actually visit the site can seem impossible. But there are ways to overcome the impossible when advertising on the Internet, as long as you follow three rules.
试图让你的产品、服务或网站为互联网社区的其他人所知是非常非常令人沮丧的。不仅要让它为人所知，而且要让访问者真正访问站点似乎是不可能的。但有一些方法可以克服在互联网上做广告的不可能，只要你遵守三条规则。
So, rule number one, the first thing is to remember that people use search engines. So whenever someone types in a keyword linked to your business, your site needs to appear in the top 50 or so listings in all of the major search engines. Any lower and no one will ever find you.
规则一，首先要记住人们使用搜索引擎。因此，每当有人键入与您的业务相关的关键字时，您的站点需要出现在所有主要搜索引擎的前50名左右的列表中。再低一点就没人会找到你。
My second rule is that it's a good idea to spend some useful time and effort on getting your links on other sites. This is an excellent, though very time-consuming way to increase visitors. You can do this by sharing links with other companies, so they have a link on your site and you put one on theirs. Or perhaps through a site review which recommends your products. Also remember that the more links you have elsewhere, the more likely people are to find you through a search engine.
我的第二条原则是，花点时间和精力在其他网站上获取链接是个好主意。这是一个很好的方法，虽然非常耗时来增加访客。你可以通过与其他公司分享链接来做到这一点，所以他们在你的网站上有一个链接，而你在他们的网站上也有一个。或者是通过网站推荐你的产品。还要记住，你在其他地方的链接越多，人们越有可能通过搜索引擎找到你。
My third tip is never to pay for advertising on the web. I think that unless you have a very good reason, it's a waste of money. With so many ways to get free advertising, I've found very little reason to pay for things like banners to promote my site.
我的第三个建议是永远不要为网络广告付费。我认为除非你有很好的理由，否则这是浪费钱。有这么多的方式获得免费广告，我发现很少有理由为像横幅广告这样的东西来推广我的网站。
So those are my three starting points for anyone thinking of web advertising. Before we finish don't forget that a memorable domain name that people can easily type will help. Email campaigns can work and are an easy way to get traffic to the site though it doesn't last long. What might be better is to have a monthly newsletter, which people sign up for. I've found this to be very effective and more positive than sending spam. Then there are contests with prizes or anything free – maybe some software or cool graphics.
这就是我要给那些考虑网络广告的人的三个出发点。在我们结束之前，不要忘记一个容易记住的域名，人们可以很容易地键入将有助于。电子邮件活动可以工作，是一个简单的方式获得流量的网站，虽然它不会持续很长时间。更好的办法是每月订阅一份时事通讯，人们可以订阅。我发现这是非常有效的，比发送垃圾邮件更积极。然后是有奖或任何免费的竞赛——可能是一些软件或很酷的图形。
Once you've got people visiting the site, keep statistics on how many people visit per day and how often people return to the site. In other words, find out who they are. How old they are. Where they come from. What they like doing in their free time. You can get this kind of information by asking them to subscribe to your newsletter for example…
一旦你有访问网站的人，统计每天有多少人访问和有多少人经常访问这个网站。换句话说，找出他们是谁。他们多大了。他们来自哪里。他们在空闲时间喜欢做什么。你可以通过让他们订阅你的时事通讯来获得这些信息。
词汇
Complete each sentence with a word from the box blow.
mailshots TV commercials word of mouth brochures
sample newspaper adverts banners spam
1. Pizza delivery firms often do mailshots in the local area. It's cheap but lots of people probably throw the leaflet away.
2. TV commercials reach millions of people but they are so expensive.
3. I tend to listen to my friends' recommendations more than anything else so word of mouth is probably the most effective.
4. People use brochures less and less because they can just go online if they want to find out what's available.
5. It's great when you get a free sample because you can really see what it's like.
6. I suppose it's good if you're looking for a job locally and newspaper adverts are relatively cheap.
7. I'm not sure about banners . When I visit a website, I don't think I even notice them.
8. It used to irritate me but my new anti-virus software seems to block any spam from my inbox.
