Új Szó, 2008. november (61. évfolyam, 254-276. szám)

2008-11-22 / 270. szám, szombat

www.ujszo.com ÚJ SZÓ 2008. NOVEMBER 22. Angol nyelvlecke 17 •• BRITISH •• COUNCIL Learn English 20 Kedves Olvasó! Az Új Szó és a British Counál együttműködésével a következő 12 hétben 24 leckével folytatjuk az áprilisban indított angol nyelvtanfolyamot. Ezúttal hetente kétszer - csütörtökön és szombaton - ezen az oldalon érdekes témákat talál, melyek segítségével nemcsak szókincsét bővítheti, hanem az angol nyelvtant is tökéletesítheti. Minden leckében egy kvízkérdést is talál. A helyes választ 2008. december 23-ig küldje az angol.kviz@ujszo.com e-mail címre. A játékot 2009. januárjában értékeljük ki. A helyes megfejtők közül ketten angol nyelvtanfolyamra szóló utalványt, öten könyvutalványt nyernek. A főnyeremény egy Londonban töltött hosszú hétvége. Reading Article Viral marketing by Nik Peachey When word of mouth turns to word of mouse On December 16,1998 Icono- cast gave the award for Internet marketing buzzword of the year to the term ‘viral marketing’, but what does it really mean? The concept itself was by no means new, businesses world-wide from the smallest comer shop to the biggest multinational had long relied on and benefited from it. Basically it isn’t much different from word of mouth; for example someone buys your product, if they like it, they tell their friends how good it is. Then the friends go and buy the same product and like it and tell their friends and so on and so forth until you have reached a huge market without spending a single penny on ad­vertising. What is remarkable about ‘viral marketing’ though is the degree to which using the Inter­net has accelerated this process. A prime example of this, and one which is often cited as the first viral marketing campaign, is the huge growth of the free email provider Hotmail. Hotmail was originally launched in 1996 and it grew faster than any other company in the history of the world. Within the first eighteen months of its launch it had álready signed up over 12 million subscribers and continues to gain more than 100,000 subscribers every day. So how is it done? Dr. Ralph F. Wilson, E-Com­merce Consultant wrote in Web Marketing Today, Issue 70, February 1,2000, that there were 6 key ele­ments to a successful viral marke­ting campaign: 1. You give away some form of free product or service This may not seem like a very sound business practice as there is no immediate profit in giving something away for free, but viral marketing campaigns rely on pa­tience. By giving something away for free you attract customers and once you have them using your product you have the opportunity to sell them other desirable things, not to mention the possibilities you have for generating revenue through advertising. 2. You provide for the effortless spread of your message Your message will only spread if it is easy to transmit. This is where the Internet has been so successful. Communication is cheap and can be as simple as a single mouse click. Hotmail for example spread their message “Get your private, free email” by ensuring that this mes­sage was automatically copied into the bottom of every email sent through their mail server. 3. You are able to scale the cam­paign from small to large very rapidly If your campaign is to be suc­cessful you must ensure that you can meet rapidly growing demand for you product or service. If de­mand exceeds your ability to sup­Vocabula 5 words/phrases from the text 1. launch: to initiate a scheme 2. give away: to give something free of charge 3. spread: to distribute something over an area 4. tap into: to use a resource that exists 5. pass on: to tell somebody something that has been told to you — RpiPiPO U Z^N körn English 32. Homophones WHY CAN’T you STARVE |M j / THE OEseftT? (Because of all the sand WHICH 15 THC«e.' •'SANPWIC.HCS".' Get tTZ ply then instead of growing it, your viral campaign will start to kill your business. 4. You identify and exploit common motivations and behaviours Most people are driven by a desire to be loved or popular or even financially better off. These desires are part of what generates the huge amount of Internet com­munication each day. A successful viral marketing campaign will be able to build on these common motivations in some way. 5. You encourage people to spread the word among their existing networks Most people have on average a network of some 10 to 12 close friends or family who they are in regular communication with. Added to this they often have a wider network of associates and casual or work contacts of tens per­haps even hundreds or thousands. A campaign that taps into this wider network will soon bring huge rewards. 6. You take advantage of others' resources Some of the most successful campaigns try to position mes­sages on other peoples programs. If they can put links on other peo­ple's websites or supply content to others which carries their mes­sage then they will soon find that other people are doing their mar­keting for them. Viral marketing campaigns can achieve great success using all or only one or two of these key elements. Vocabu Vocabulary gap fill. Now use the 4 words/phrases to fill the gaps in the sentences below: 1. This week the supermarket are .................free yogurts when you spend five pound or more. 2. The company organised a party to..............their new perfume. 3. Please ............. my best wishes to Fred when you see him. 4. News of the president’s visit ...............quickly and soon the place was full of photo­graphers. 5. If we ............our students’ musical talent we can probably find the next Rolling Stones. ’ ..... Does it work for everyone? Sadly there are also some down sides to viral marketing. Not every product is going to be marketable through this method. It is best suited to low cost products that can easily be delivered and which are usually bought on impulse. An ad­vertising campaign for something like a car is likely to be less suc­cessful as most people give a lot of thought and consideration to this form of purchase as it involves partingwith large sums of money. Recent figures also suggest that 50% of all email communica­tions will soon be unwanted and largely unsolicited SPAM mes­sages. With the growing tendency of viral marketing campaigners to offer financial incentives to those who are willing to pass their mes­sage on, there seems to be an ever growing possibility that what ad­vertisers consider to be legitimate marketing will, to the unwilling consumer, soon start to seem like just more SPAM. So will this be the death of viral marketing? Well most experts seem to think not, but what is likely to happen is that we as consumers are likely to become more careful about what we click on and that advertisers will have to become more creative in their design of such campaigns. One other result of this might be that we find out how many email address books contain our address and how, many real friends we have. Reading Comprehension Exerase two. Comprehension. An­swer the 5 questions using information from the article. 1. Why is it good for companies to offer free gifts? 2. How did Hotmail spread its message? 3. Why are links useful for viral marketing? 4. Which are the best products to market in this way? 5. What do the experts think will be the future of viral marketing? Quiz Question 20 Large environmental complex with two giant domes in Cornwall, England. Grammar Relative clauses - Non-defining relative clauses Relative clauses add extra information to a sentence by defining a noun. They are usually divided into two types - defining relative clauses and non-defining relative clauses. Non-defining relative clauses Look at this sentence. My grandfather, who is 87, goes swimming every day. ‘who is 87’ is a non-defining relative clause. It adds extra information to the sentence. If we take the clause out of the sentence, the sentence still has the same meaning. Look at some more examples. The film, which stars Tom Carter, is released on Friday. My eldest son, whose work takes him all over the world, is in Hong Kong at the moment. The car, which can reach speeds of over 300km/ph, costs over $500,000. Non-defining relative clauses add extra information to sentences. Defining or non-defining? Remember that defining relative clauses are used to add important information. The sentence would have a different meaning without the defining relative clauses. I'm going to wear the skirt that I bought in London. The defining relative clause tells us which skirt. The skirt, which is a lovely dark blue colour, only cost £10. The non-defining relative clause doesn’t tell us which skirt - it gives us more information about the skirt. Non-defining relative clauses can use most relative pronouns (which, whose etc,) but they CAN’T use ‘that’ and the relative pronoun can never be omitted. The film, that stars Tom Carter, is released on Friday. Non-defining relative clauses are more often used in written English than in spoken English. You can tell that a clause is non-defining because it is separated by commas at each end of the clause. Exercise Combine the pairs of sentences by making a non-defining relative clause. Her son lives in New York. He’s a dentist. The Mona Lisa is in the Louvre. It was painted by Leonardo da Vinci. The building is going to be opened by the queen. It cost over £5 million. Pete has a French father. His surname is Cholet. The man is being questioned by the police. He can’t be named for legal reasons. 'SUOSB3.I [bSs; joj pauiEU aq q ueo ‘aaqod aqq Aq pauopsanb Suiaq si oqM ‘ueui aqx / -aoqod aqq Aq pauopsanb Suiaq si ‘suosear [eSaj ioj pauieu aq q ue.q oqM ‘ueui aqx 'S ‘uaiptq ipuaij e seq hajoip si auieums asoqM ‘aqaj v ‘•uoiqiiu S3 raAO qsoa ‘uaanb aqq Aq pauado aq or SutoS si qatqM ‘Suippnq aqx / uaanb aqq Aq pau -ado aq oq SuioS si ‘uoiqiui S3 iaao qsoo qarqM ‘Suippnq aqx £ ‘'pujA ep oprsuoaq Aq pajuied sEM'aiAnoq aqq ui si qaiqM ‘esri Euoyy aqx / 'aiAnoq aqi ui si puiA ep opjeuoai Aq paquied sbm qaiqM ‘esrj euow aqx Z ‘qspuap e si 'qjox mbn ui saAi; oqM ‘uos iaH / qioA mojm ui saAij ‘jspuap B si oqM ‘uos jbh ‘I JBUiureip aApEaro aioui aq qiM siaspraApe pire pqaiea aroux aq fliM siauinsuo^ s UaAqap or Asea are reqr sranpord qsoa Mtrj > ‘raqrirq aSessaui aqr Arrea squri •£ ‘aaiAjas riaqr qSnorqr ruas penia Araxa }o uiorroq aqr uo aSessaui rpqr paidoa Aaqx Z ‘ssamsnq rnoA or sjamorsna sperrte jj i uoisuaqarduion oqui der •£ ‘peards t> ‘uo ssed r ‘qaune; ~z ‘Aemb SuiaiS 'i ArcpiqBDOA Ä95J - 6uua>|jeuj |ej;a Megrendelőlap Név: BRITISH Fedezze fel Nagy-Britanniát COUNCIL a Brit Központokban! Utca, házszám: Település:.........................................................Irányttószám: ..................................................... Telefonszám:............................................E-mail:.......................................................................... Utánvéttel megrendelem az angol nyelvtanfolyam egyes CD-it 49 koronáért (1,62 €) + postaköltség* CDI .......db CD II.......db CD III.......db Aláírás:.............................................................. Utánvéttel megrendelem mindhárom angol nyelvi CD-t, összesen 147 koronáért (4,87 €) + postaköltség* *1 és 2db angol nyelvi CD megrendelése esetén a postaköltség 40 korona (1,32 €), 3 és több CD esetében 80 korona (2,65 €). A kitöltött szelvényt küldje el a következő címre: Petit Press, a.s., edičné oddelenie, Lazaretská 12,814 64 Bratislava, vagy a 02/59 233 339-es faxszámra. Ha érdeklődik az angol nyelv tanítása vagy tanulása iránt, szívesen olvas brit irodalmat, érdeklik a legújabb trendek, látogasson el pozsonyi központunkba vagy a kassai, besztercebányai vagy a nyitrai Brit Központba. Könyv- és folyóiratgyűjteményünk, elektronikus források tárháza valamint készséges alkalmazottaink várják Önöket, hogy megtalálják azokat az információkat, melyekre szükségük van. Részletekért klikkeljen a www.britishcouncil.sk honlapra. British Council, Panská 17, Pozsony, info@britishcouncil.sk

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