2. 外语
  3. In this part of the test you are given a discussion topic. You have 30 minutes to look at the prompt card, an example of which i

In this part of the test you are given a discussion topic. You have 30 minutes to look at the prompt card, an example of which i

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问题 In this part of the test you are given a discussion topic. You have 30 minutes to look at the prompt card, an example of which is below, and then about 3 minutes to discuss the topic with your partner. After that the examiner will ask you more questions related to the topic.
For two candidates
                    Product Promotion
Your company is planning to launch an on-line promotion of its new addition of a product range.
You have been asked to make recommendations about how to do this well.
Discuss the situation together, and decide:
    how the promotion will appeal to potential customers and be truly influential
    how to increase hits from customers.
For three candidates
                    Product Promotion
Your company is planning to launch an on-line promotion of its new addition of a product range.
You have been asked to make recommendations about how to do this well.
Discuss the situation together, and decide:
    how the promotion will appeal to potential customers and be truly influential
    how to increase hits from customers
    whether it is necessary to collect feedback for the promotion.
Follow-on questions
Do you think online promotion is always, expensive?(Why?/ Why not?)
How important is e-business becoming nowadays?(Why?)
What are the other ways of online promotion?
What do you think is essential for online promotion?
Do you think companies will make more use of e-mail and the Internet in the future?(Why?/Why not?)
选项
答案A: You know, our company is planning to launch an on-line promotion of its new addition of instant noodle range. B: A worthy try, isn’t it? Instant noodles are most favored by busy young people and they are frequent visitors of the internet. The question is how to make the promotion appeal to them and be truly identical? A: We may use methods of online promotion such as pop-ups, banners and animations, to name a few. They can be impressive when well used, B: That means they need to be intrusive, relevant, entertaining and not be overused. Otherwise they will be one of the most annoying things that will distract the user from reading the content. A: But of course they are not the best ways. For instance, manner ads can be expensive. To achieve any level of success, there must be heavy repetition in order to give the advertisement a chance to work and that requires a large budget. B: In my opinion, a better way is to blend promotional and non-promotional information to deliver the advertising messages. For instance, we may use newer formats such as flash or TV-like counterseals to show to our potential customers the process of making quality instant noodles and highlight our selling point. A: Great idea. I see what you mean. One of our strong points is that we add vitamin E to prevent the noodles from going bad too quickly instead of traditional preservative or antiseptic which people are not comfortable with. B: In that way product and promotion are subtly mixed and visitors hardly know an advertising message is delivered. That would be impressive and influential. A: Exactly. Another thing we have to consider is how to increase hits form customers. Do you have any idea on that? B: In my opinion, to encourage visits to our site, we have to update information frequency and provide many opportunities for interaction. A: Good idea. And we can organize some online games and activities like sweepstakes, contests, coupons, and rebates to offer prizes to those who take part in. B: Prizes may include weekend holidays, CD or stamp collections. A: And a large pack of our new addition of instant noodles! B: With that I believe hits will increase and brand recognition doubled. This is a good way to create and cultivate customer loyalty. Follow-on questions Yes, because the success of online advertising lies on heavy repletion, which requires a large size of the budget. It is becoming a more and more popular business practice and whether a company can make good use of the internet may become a key point for its survival. In addition to banner advertisements, there are e-mail newsletters, opt in e-mail announcements, and online press releases, etc. For online promotion, repetition is the key. The target market must have ample opportunity to view and understand a sales message multiple times to statistically increase the chances of a sale. Sure, e-mail and the internet are convenient, instant and cost-effective.
解析     这道题的主题是网上产品促销。背景是你们所在公司计划开展一次网上促销活动，宣传公司的新产品。请你们就怎样成功开展这一活动提出建议。所给的提示点是怎样使该网上促销活动吸引潜在客户并真正产生影响和如何增加客户点击率。
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