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Chapter 4 Publicity

Chapter 4 Publicity. 对外宣传. Lead-in. Chapter 4 Publicity.

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Chapter 4 Publicity

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  1. Chapter 4Publicity 对外宣传

  2. Lead-in Chapter 4 Publicity The heart of a company’s business is sales, that is, selling its products or service, however, sales cannot work without well-organized marketing and publicity. A trade fair is a time-efficient and cost-effective way for the attended members to demonstrate and publicize their products or service. Much of a company’s publicity effort is accomplished through a series of planning activities before the trade fairs such as business cards designing, company profile and product description drafting; booth reception and face-to-face sample presentation at the trade fair and a follow-up sales letter or call after that. Now let’s work together to learn how to carry out these jobs! After studying this chapter, you will be able to: ◇ design name cards. ◇ draft and prepare for the publicity documents like company profile, product description and sales letter. ◇ Know how to carry out publicizing at a trade fair.

  3. Contents 1 2 3 4 Name Cards Company Profile Product Description Sales Letter Chapter 4 Publicity

  4. Module 1: Name Cards j In this module, you are expected Objectives to know the main contents and layout of a name card; to design a proper personal name card with necessary information and elegant style.

  5. Your Try 1 Task The company is busy with preparing for the coming Canton Fair and Qiu Xiaoyun is very lucky to get this opportunity to attend it and she is assigned to take part in the preliminary jobs. The first thing is to design her own name card in English.

  6. Communicative Activity 2 Notes: You are divided into several groups and each group has worked out several versions of Qiu’s name card. Discuss and compare each other’s name cards and decide which one is the most appropriate. When you are discussing, you should pay attention to the following hints. After discussion, each group picks out the best one and tells to the class why you think it is best. What’s the use of name cards /business cards? What are the basic contents presented on a name card? Are there any special requirements on the layout of a name card? What mistakes should we avoid to make on a name card? And why? Is artistic effect important to a name card design? How to achieve it?

  7. Communicative Activity 2 1. What’s the use of name cards/business cards? A name card is an inexpensive way of advertising yourself and the company you represent to colleagues and business clients shared during formal introductions as a convenience and a memory aid. It provides potential customers with a means to contact the business or representative of the business. 2. What are the basic contents presented on a name card? A name card typically includes the giver’s name, job position, company affiliation (usually with a logo) and contact information such as street addresses, telephone, mobile phone and fax number(s) and/or e-mail addresses.

  8. Communicative Activity 2 3. Are there any special requirements on the layout of a name card? If yes, what are they? Yes. • All the contents on a name card should be arranged orderly with one’s name and company logo in a prominent position for the sake of strengthening others’ impression. 2) The font and word size are depended on one’s flavor or company unified standard. 3) The name card can be one-side or two-side. For the latter one, the front side maybe of the usual contents whereas the back side is the introduction to the business scope for the company or company’s advertising slogan. Another case is that the front side and back side are the same contents of bilingual versions.

  9. Communicative Activity 2 4. What mistakes should we avoid to make on a name card? And why? As a name card is the representation and advertisement for both the company and oneself, all the contents on it must be correct and well-arranged, posing on a reliable, well-organized, tasteful image to others. 5. Is artistic effect important to a name card design? How to achieve it? Artistic design should also be taken into consideration. Traditionally many cards were simple black text on white stock, today a professional name card will sometimes include one or more aspects of striking visual design, such as using full-color paper or putting on person’s photo, etc.. 6. Choose the best-designed name card in your group and report to the class why you think it is best.

  10. Sample Analysis Company’s Name and Logo Zhejiang Sunshine Cashmere Co., Qiu Xiaoyun Business Assistant to General No.25 Kangtai Road, Huzhou MP: 13905725312 Zhejiang Province, China Tel: 86-572-3177777 Fax: 86-572-3177888 http://www.Sunshine.com/E-mail:XXX@Sunshine.com Logo Name and Position Address and Mobile Phone Number Telephone and Fax Number Website and E-mail Address

  11. Summary The Definition and Use of Name Cards Name cards, or business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid. Name cards are frequently used during sales calls (visits) to provide potential customers with a means to contact the business or representative of the business.

  12. The Main Contents of Name Cards A name card typically includes the giver's name, companyaffiliation (usually with a logo) and contact information such as street addresses, telephone number(s),fax number, e-mailaddresses and website. It can also include telex, bank account, tax code. Summary

  13. Artistic Design of Name Cards Traditionally many cards were simple black text on white stock; today a professional business card will sometimes include one or more aspects of striking visual design. Apart from common name cards made of paper/card there are also special name cards made from plastic (PVC), especially frosted translucent plastic, crystal clear plastic, white or metallic plastic. Other extraordinary materials are metal, rubberized cards, rubber, magnets and even real wood. For the most part those special material name cards are of standard format, preferably with rounded corners. These new materials are extremely popular amongst companies that wish a unique and eye catching look. Summary

  14. Special Attentions On the writing of address Address should abide by the rule of from the small place to large one as followed, Room Number-Building or House Number-Street Name-City-Province/State-Country. Pay attention to the integrity of the address, with building or house number together with street name and put in the same line. Besides, all the names including room, house, street, city, province and country can’t be disconnected by themselves. Summary

  15. Special Attentions The writing of number differs in UK and USA, for example, No. 25 in British English is the equivalent for 25# in American English. Chinese persons’ names and addresses are commonly spelled in Pinyin. Some can do partly translation to English, such as 中山东路 can be both Zhongshan East Road and ZhongshanDonglu Road, while others like 南天门，槐南路 should be directly spelled in Pinyin, that is, Nantianmeng, Huainan Road rather than South Tianmeng, Huai South Road. Summary

  16. Individual Study You are provided more samples of name cards to learn by yourself. You can make mini comparison on the samples according to what you have been taught. Tips Sample 4 looks distinct due to its vertical layout rather than the traditionally horizontal style of the other three.

  17. Revising 1 Practices Directions: Revise what you have designed for the Name Card of Secretary to General Manager in the previous task according to the following criteria:

  18. Translating 2 Practices 1)Director of Executive Office 办公室主任 2) Marketing Dep. Project Manager 市场部项目经理 3) Machinery & Equipment Import and Export Company 机械设备进出口公司 4) Room 1907, Futian Building, Shennan Middle Rd., Futian District, Shenzhen, Guangdong 广东省深圳市福田区深南中路福田大厦1907房 5) Entrance 29,Bingshui East Lane, Zijinshan West Rd., Hexi District, Tianjin, China 中国天津河西区紫金山西路兵水东里29门

  19. Translating 2 Practices 6)人事部经理 Personnel Manager 7)副教授 Associate Professor 8)纺织服装有限公司 Textile & Garment Co., Ltd. 9)上海鳞翼机电科技发展有限公司 Shanghai Linyi Mechanical & Electrical Science and Technology Development Co., Ltd. 10)杭州畅达印染集团股份有限公司 浙江省杭州市科技园区创业路888号 Hangzhou Changda Printing and Dyeing Co., Ltd. No.888, Chuangye Road, Hi-tech Park, Hangzhou, Zhejiang,China

  20. Writing ３ Practices Directions: Design a name card for Ms. Yuan Yaping from Suzhou Jite Logistics System Engineering Co., Ltd. according to her personal information given below. 姓名：袁雅萍 职务：人力资源部助理经理 单位：苏州吉特物流系统工程有限公司 地址：苏州市工业园区金鸡湖路528号　电话：+86-512-63655558 传真：+86-512-63654246 电邮：yuanyaing@jite-group.com 公司网址：www.jite.com.cn

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