29广告.pptVIP

上海财经大学－商务英语课程 上海财经大学－商务英语课程 Advertising -广告 NO. 29 * Advertising is a paid-form of presentation or promotion of goods and services. It is non-personal in nature, and the promoter must be identified. Advertising’s role is to create a positive image of a product or service by influencing the behavior of target customers. When setting up an advertising campaign, you must make a choice on: * （广告上一种有偿的产品和服务推介或促销形式。一般不是个人行为，做广告者的身份必须在广告中显现出来。广告的作用是通过为一种产品或一项服务创造一个正面积极的形象来影响目标消费者的行为。要进行广告宣传活动，首先选定以下目标。） * Form：形式 National: advertising a copyrighted product or service across the national footprint. Identifies brand name and emphasizes national presence. Retail: advertising by outlet emphasizing image and variety. * Direct response: advertising directly to customers to avoid middlemen and delivery costs. Advocacy: public communication that uses a perspective on a recognized controversial issue. * Style：风格 Humorous: light-hearted. Comparative: compares one product to another, highlighting strengths and benefits over a competing product, Emotional: creates a mood, arouses feelings, tries to meet psychological needs. * Lifestyle: associates brand/product/service with the way people live and work. Testimonial: affidavit of support by a customer or celebrity. Reason why: touts the benefit and necessity of a product to avoid adverse situations. Slice of life: typically focuses on an average family and everyday or common setting. * Media：传播媒介 Television: most expensive, audio-visual impact, reaches a mass audience, easily and effectively targeted based on well-known viewer demographics. Newspaper: most widely used medium, rapid and flexible coverage, ads easily changed, less expensive than television. Short attention span, poor reproduction quality, usually no color, not easily targeted. * Direct mail: less expensive than TV or newspaper but higher advance costs, audience easily selected, demographics of perce