聽力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?請聽一位網絡公司的經營者向一群營銷經理介紹如何在互聯網上成功地做廣告。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
聽力2
Listen again and choose the best ending A, B or C for each sentence 1 – 5.
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The speaker compares throwing adverts into the air to _______.
演講者把向空中投放廣告比作
A. Internet advertising. 網絡廣告;互聯網廣告
B. wasting money on advertising.
C. advertising with leaflets.廣告和傳單
2. His first piece of advice is to ________.他的第一個建議是
A. make sure people find you on the search engine.確保人們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.創建鏈接來增加流量
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.一開始就免費贈送樣品
B. make the website free to visit.讓網站免費訪問
C. offer something free to encourage people to return.
提供一些免費的東西來鼓勵人們回來
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.
假設你有一個新產品或新服務，你想讓全世界都知道它。一種方法是把廣告寫在10張、100張或1000張紙上，然后從空中扔到你所在的城鎮或城市上空。地面上的人可能會拿起一本讀。也許兩三個人。另一方面，風可能會把它們吹走。
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.
現在想象一下做同樣的事情，但這次把它們和世界上所有其他產品或服務的廣告一起扔到空中。你可能不會這么做，是嗎?不幸的是，這就是在互聯網上做廣告的感覺。
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.
試圖讓你的產品、服務或網站為互聯網社區的其他人所知是非常非常令人沮喪的。不僅要讓它為人所知，而且要讓訪問者真正訪問站點似乎是不可能的。但有一些方法可以克服在互聯網上做廣告的不可能，只要你遵守三條規則。
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.
規則一，首先要記住人們使用搜索引擎。因此，每當有人鍵入與您的業務相關的關鍵字時，您的站點需要出現在所有主要搜索引擎的前50名左右的列表中。再低一點就沒人會找到你。
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.
我的第二條原則是，花點時間和精力在其他網站上獲取鏈接是個好主意。這是一個很好的方法，雖然非常耗時來增加訪客。你可以通過與其他公司分享鏈接來做到這一點，所以他們在你的網站上有一個鏈接，而你在他們的網站上也有一個。或者是通過網站推薦你的產品。還要記住，你在其他地方的鏈接越多，人們越有可能通過搜索引擎找到你。
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.
我的第三個建議是永遠不要為網絡廣告付費。我認為除非你有很好的理由，否則這是浪費錢。有這么多的方式獲得免費廣告，我發現很少有理由為像橫幅廣告這樣的東西來推廣我的網站。
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.
這就是我要給那些考慮網絡廣告的人的三個出發點。在我們結束之前，不要忘記一個容易記住的域名，人們可以很容易地鍵入將有助於。電子郵件活動可以工作，是一個簡單的方式獲得流量的網站，雖然它不會持續很長時間。更好的辦法是每月訂閱一份時事通訊，人們可以訂閱。我發現這是非常有效的，比發送垃圾郵件更積極。然后是有獎或任何免費的競賽——可能是一些軟件或很酷的圖形。
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…
一旦你有訪問網站的人，統計每天有多少人訪問和有多少人經常訪問這個網站。換句話說，找出他們是誰。他們多大了。他們來自哪里。他們在空閑時間喜歡做什么。你可以通過讓他們訂閱你的時事通訊來獲得這些信息。
詞匯
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.