chapter 8: advertising and marketing lesson 1:...

1. Have you ever attended a trade fair* before?2. What do you usually do when you are in a trade fair?

*selling point – an aspect of a product or service that is stressed in advertising or marketing

*trade fair – an event where companies show and sell their products

本教材はビジネス認定講師のみ対応しております。

[to introduce a product or service]

“Our new [website plugin] has recently generated a lot of

buzz.”

TEACHING NOTES

For Listening Lesson, focus on student's understanding of

the listening text.

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CHAPTER 8: ADVERTISING AND MARKETING

Lesson 1: Product Description LISTENING

Can understand the selling point* of a product.

You are in a trade fair and youvisit the exhibition stands toknow about the productsbeing showcased.

In this lesson, you need tounderstand the details of aproduct presentation in a

trade fair.

[to explain the selling point of a

product]

“What sets this product

apart from [older plugins]

is that it is [more innovative

and easier to install].”

[to inform people how to buy the

product]

“If interested, you may

visit our [website] to

[purchase our products].”

① IntroduceLesson Goal

“Today, we’re going to talk about product description.”• Ask the student to read the lesson goal. “Is it clear?”• Ask the warm-up questions.

Situation and Task

• Read the situation.• Read the task.

“Is it clear?” “Let’s go to the next part.”

② PresentExpressions

“Let’s look at the expressions used when describing aproduct.”

• Have the student read the first expression.• Explain the usage inside the brackets. “Is it clear?”

• Do the same for the second and third expressions.

“Is it clear?” “Let’s go to the next part.”


Three important things to take note of when listening to a productpresentation:

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Useful Information

①

Product Introduction

A description of what product a company

specializes in

②

Selling Point

A short explanation of how a product differs from

others

③

Purchasing Details

A statement that tells people how or where to

purchase a product or acquire a service

TEACHING NOTES

② PresentUseful Information

“Let’s take a look at the useful information.” “Here are the important details of a product

presentation.”

• Have the student read the main points.

“Do you have any questions?” “Let’s go to the next part.”


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Listening Text

①

Product

Introduction

Good morning! My name is Harper Lee of

One Pixelize Inc. Our company develops

online products. If you haven’t heard of it

yet, ① our new website plugin hasrecently generated a lot of buzz. It has

already become popular over the Internet

since its release. ② What sets this product

apart from older plugins is that it is moreinnovative and easier to install. It has a

clean and easy-to-use editing framework.

③ If interested, you may visit our websiteto purchase our products.

Useful Vocabulary

develop(verb)

To grow or to expand something

generate(verb)

To create or make something

②

Selling Point

③

Purchasing

Details

groundbreaking(adjective) Fresh or new

innovative(adjective)

Featuring new and advanced methods

TEACHING NOTES

③ UnderstandListening Text

“Now, I will read a product description that uses theexpressions. Please listen carefully.”

• Read the transcript on the page. Emphasize underlinedwords.

“Is it clear?”

- For lower-level students, reread the underlined parts and thecorresponding useful information.

“Now, I have some questions for you.”

• Ask the following questions.

1. What product was introduced? (One Pixelize Inc.’s new website plugin is the product that was introduced.)

2. What sets the product apart from others? (It is more innovative and easier to install.)

3. Based on the selling point presented, would you buy this product? Why or why not? (Student’s answer)

“Do you have any questions?” “Let’s go to the next part.”

Vocabulary

“Now, we have the useful vocabulary.”• Have the student read each word and its meaning. “Is it clear?”

- For lower-level students, give the following sentences:1. The supervisor says we need to develop new processes.2. The company plans to generate new advertising strategies.3. Our product is a groundbreaking piece of technology.4. I find their ideas very innovative.

• In case of pronunciation errors, send the following to thestudent:develop [dih-VEL-uh p]generate [JEN-uh-reyt]groundbreaking [GROUND-brey-king]innovative [IN-uh-vey-tiv]

“Do you understand the new words?” “Now, let’s go to the next part, practice.”


Listen to your tutor. Afterward, say whether the followingstatements are true or false. If false, correct the sentence.

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Step 1

TEACHING NOTES

④ PracticeStep 1

“Let’s practice today’s expressions.” “I will read a product description. Please listen

carefully.”

• Read the transcript below. Emphasize underlined words.

“Good afternoon! My name is Greg Steele, and I work for One Craft Creatives. Our new simulation game has recently generated a lot of buzz. We believe that you will find it very entertaining if you try it out. What sets this product apart from other games is that it is more interactive and easier to play. Many people found it to be a groundbreaking piece of entertainment. If interested, you may visit our stores to get the game.”

“Is it clear?”

- For lower-level students, reread the underlined parts inthe listening text.

“Now, say if each statement is true or false.”

“Good job!” “Let’s go to the next page.”

1. The company offers a new simulation game. TRUE

2. Customers will not find it entertaining. FALSE (Customers

will find it entertaining.)

3. The game that the company offers is more interactive than

the others. TRUE

4. You may buy the game through the company’s website. False

(You may buy the game by visiting the company’s stores.)


Listen to your tutor carefully. Afterward, answer some questions about the text.

Step 2

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TEACHING NOTES

④ PracticeStep 2

“Let’s practice again.” “I will read a product description. Please listen

carefully.”

• Read the transcript below. Emphasize underlined words.

“Hello, my name is Cristy Fung from Million Minimax Incorporated. We are a sister company of One Animate, one of the most popular technology companies. Our new productivity apps have recently generated a lot of buzz. Our groundbreaking programs work well with calendars and organizers. What sets these products apart from the older apps is that they are more affordable and specifically designed for work.Many of our existing clientshave already proven it to be very beneficial. If interested, you may visit our website to purchase our programs.”

“Is it clear?”

- For lower-level students, reread the underlined parts ofthe text.

“Now, answer the questions.”

“Good job!” “Let’s go to the next page.”

1. Question: What products were introduced?

Answer: The company introduced new productivity apps.

2. Question: What set these apps apart from the others?

Answer: These products are more affordable and specifically

designed for work.

3. Question: How can these products be purchased?

Answer: Clients may visit the company’s website to purchase

the products.


ONLY VISIBLE TO THE TUTOR:

Good morning! My name is Juan Cortez from Seven Branding Solutions. We just started our

company early this year. Our new branding service has recently generated a lot of buzz.

We create kits that include logos, banners, buttons, and other elements necessary for website

layouts. What sets this service apart from the others is that it is more efficient and

reliable. We have already acquired more than five hundred subscriptions, which means that

we provide excellent service. If interested, you may visit our website to purchase or

subscribe to our services.

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Situation

You are in a trade fair and you visit an exhibition stand to learn about theproducts being showcased. You listen to the salesperson assigned to it.Afterward, relay the information to your friend, Bella.

T oday’s Expressions:

• “Our new [website plugin] has recently generated a lot of buzz.”• “What sets this product apart from [older plugins] is that it is[more innovative and easier to install].”

• “If interested, you may visit our [website] to [purchase ourproducts].”

TEACHING NOTES

⑤ ChallengeSituation

• This should be a simulation of a real-life situation, andmust be distinct from the Practice part.

• Corrections and pronunciation practice should only be doneafter the challenge is finished.

"Are you ready for the challenge?" "First, please read today's expressions."

• Let the student read the expressions. “You will listen to these expressions in the challenge."

“Now, this is your situation."• Read the situation.

“Now, I will read a product description. Please listencarefully.”

• Read the transcript. Emphasize underlined words.

“Is it clear?”

- For lower-level students, ask the student to take notes asthey listen.

“Now, I am your friend Bella. Tell me about the product.” “I’ll start.”

• Make the discussion as natural as possible.• Start the conversation with: “Hey, (student’s name)! Sorry,

I couldn’t attend the trade fair with you. Did you enjoy it?”

• Guide Questions:1. I wanted to visit Seven Branding Solutions’ booth.

Did you find its booth?2. Great! So, what service did it feature in the trade fair?

3. Okay. What does that company specifically do to improve its clients' branding?

4. Well, other branding services providers do that, too. What sets Seven Branding Solutions apart from others?

5. Interesting! I think my startup company will need its help. How can I reach Seven Branding Solutions?

• End the conversation with: “Thanks! I’ll contact this company right away.”

• Give feedback after finishing the challenge.

“Great job!” “Let’s go to the next part, discussion.”

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CHAPTER 8: ADVERTISING AND MARKETING Lesson 1: Product Description LISTENING

TEACHING NOTES

⑤ ChallengeDiscussion

Choose one category, then answer the questions. Discussion

“Now, let’s have a discussion.” “Please choose a category you would like to discuss.”

Ask the questions under the student's preferred category. If the student cannot choose, pick a category. If there is remaining time, let the student choose another

category. Give feedback after finishing the discussion.

”Great job!””Let’s go to the last part, Feedback.”

I. SELLING POINT

1. What factors should a business consider when developing its product’sselling point (e.g. cost, unique feature, etc.)?

2. How can these factors boost sales?3. How can strong emphasis on a product/service’s selling point influence

clients?

II. PRODUCT DESCRIPTION

1. What product generates a lot of buzz in Japan now? Describe that product.2. What part of that description would convince you to purchase the product

(e.g. cost, unique feature, etc.)?3. Does product description build up a brand's image? Give details.

III. PURCHASING DETAILS

1. What information will you give to clients interested in your product/service?

2. Would you emphasize the purchasing details when giving a productdescription? Explain.

3. What other information is necessary when explaining the purchasingdetails? Discuss.


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Can understand the selling point of a product.

Next Lesson

Chapter 6: ADVERTISING AND MARKETING SPEAKING

Lesson 2: Target Market

[to introduce a product or service]

“Our new [website plugin] has recently generated a lot ofbuzz.”

[to explain the selling point of a

product]

“What sets this productapart from [older plugins]

is that it is [more innovative

and easier to install].”

[to inform people how to buy the

product]

“If interested, you may

visit our [website] to

[purchase our products].”

TEACHING NOTES

⑥ FeedbackLesson Goal

“It’s the end of the lesson. Great job! Now, let’s reviewtoday’s lesson goal.”

• Ask the student to read the lesson goal.• Let the student read the expressions.

“Were you able to achieve today’s lesson goal?”

Feedback from Tutor “Now, I will give feedback on your performance in today’s

lesson.”• Fill in and send the template below via chat box to

complement your verbal feedback.

*OVERALL SCORE* Overall: - Always fill in eachsection withcorrections/feedback.- Maximum of 3 itemsper category.

Vocabulary: - Read the word andhave the student repeatthe meaning.

Grammar: - Say, “You said...(incorrect grammar).”- Ask the student to readthe corrected sentence.

Pronunciation: - Read the word andhave the student repeat.- Correct if needed.

- comment--

*Vocabulary/Phrases*- word/phrase- word/phrase- word/phrase

*Grammar*incorrect grammar = correct grammar incorrect grammar = correct grammar

*Pronunciation*- mispronounced word- mispronounced word- mispronounced word

• Practice the mispronounced words with the student.• Wrap up by reiterating the overall performance and

student’s achievement of the goal.• Encourage the student to take the next lesson by saying:

“To address your points for improvement, please take thenext lesson, ‘Target Market’ of Chapter 8: Advertising andMarketing.”

For errors and other material-related concerns, please send an e-mail to [email protected].

mailto:[email protected]

chapter 8: advertising and marketing lesson 1:...

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