Advertising教学课件4.pptVIP

Unit 1 Advertising Project Developing an ad campaign Step One: Comprehension 1 What is an ad campaign? 2 What media can you use in an ad campaign? 3 What questions should we first consider? An ad campaign is an organized programme of advertisements using various kinds of ads to reach a particular audience. We can use different kinds of media, including newspapers,magazines,televisions,billboards, mailing, etc. 1 Who is the audience for your ad campaign? 2 What do you want your ad campaign to say? 3 How do you reach your audience? To build an ad c_________ Step One *have a clear g____ and t_____ audience in mind; *do a little r_______ and you can c_____ right m______ for the right people. Step Two *gather i_________ from your research; *It is important to always try to a_____ to the way The audience will r_____. Step Three *use different m____ to get your message a_____ *decide what a________ you want to use to r_____ your audience. ampaign oal arget esearch reate essage nformation ppeal eact edia cross pproach each Detailed information: Main idea of each paragraph Para. 1 Para. 2 Para. 3 Para. 4 the definition of an ad campaign/ what an ad campaign means the target audience and how to determine the target audience what the ad campaign says how to reach the target audience Step Two: Language Focuses 1 reach a particular audience… (line 2) Reach here means ‘attain/achieve’. e.g. We can never reach perfection. You will know better when you reach my age. Exercise After a long discussion, we _______ ______ ___________ on what steps we should take in the next three months.(达成理解） reached an understanding 2 In order to determine…(line 11) determine:decide firmly/find out Eg.We haven’t determined when to leave. Can you determine the meaning of the word? determine on/upon:resolve Eg.We determined on an early start. determine to do sth. He determined to learn French. determined: adj.be ~ to do sth. I’m determined to succeed.