21 广告策略.pptVIP

Section 21 Advertising Strategy I. Main Points 1. What is advertising? 2. What are the most frequently used commercial advertising media? 3. How do you undertand advertising? II. Business Sayings III. Core Words and Phrases IV. Typical Sentences V. Paragraph Writing and Translating VI. Discussion and Assessment VII. Applied Writing 1. What is advertising? Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. 2. What are the most frequently used commercial advertising media? Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information. The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumers need to be considered when an advertiser decides what media to use. Types of media categories a) Print—primarily newspapers and magazines; b) Audio—FM, AM and SW radio; c) Video—promotional videos; d) World Wide Web; e) Direct mail; f) Outdoor advertising—billboards, advertisements on public transportation. 2. How do you understand advertising strategy? An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and ser