commercialads商业广告.pptx

Commercial AdsCheryl KooContent010203secret of successintroductioneffectsPART ONEIntroduction of commercial adsDefiniton of commercial adsCommercial advertising is any various methods used by individuals or organizations to increase the sales of its products or services or to promote a brand name.Advertising is also used to deliver an idea or image,to recruit staff,to publicize an event or to launch a new commodity(商品，货物).Commercial advertising attempts to influence buying behavior of customers by providing a persuasive message about products or services.Classification of ads According to different standardsMedia Impact FunctionAdvertising media1. Press Advertising 报刊广告2. Television and radio Advertising 电视和无线电广告3. Outdoor and Transport Advertising 露天广告和交通广告4. Window and Point-of-Sale Display 橱窗和销售点陈列广告5. Exhibition and Trade Fairs 展览会和商品交易会6. Direct Mail Advertising直接邮件广告7. Cinema 电影广告Advertising function1.信息功能 (informative function)2.美感功能(aesthetic function)3.表情功能(expressive function)4.祈使功能 (vocative function)Advertising impacts 1. Information （提供信息） 2. Persuasion（争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量）PARTTWOFactors of successful commercial adsFitting the brand image and highlighting the advantages.A whole new way to enjoy the view.(Sharp)享受视觉的全新方式。（夏普）Intelligent entertainment discovered.(Philips)智能娱乐展露无遗。（飞利浦）Sharp highlights the wonderful visual perception while Philips highlights the advanced intelligent technology.Eye-catching logo and sloganJust do it.Here’s to the crazy ones!Creative and in vogue,easy to understand and spread.2 examples:Apple苹果电脑大名鼎鼎的1984广告%5b标清版%5d.ifoxApple ad in 1984Novel1984written by George OrwellWinston Smith is to Big Brother what Apple is to IBMRevolutionary to dictator(革命者对独裁者)百岁山天然矿泉水最新广告%5b标清版%5d.ifoxGanten百岁山天然矿泉水最新广告%5b标清版%5d.ifox 百岁山天然矿泉水最新广告%5b标清版%5d.ifoxBaisuishan百岁山天然矿泉水最新广告%5b标清版%5d.ifox ad in 2013A real love story between Mathematician René Descartes and Princess Chr