新职业英语市场营销英语Unit7 advertising.ppt

Unit 7 Advertising 市场营销英语 English for Sales and Marketing Contents Warming-up Activity Warming-up: Task 1 1. Picture A is an advertisement for a retail chain store. Picture B is a movie poster. Picture C is an advertisement for a kind of drink. Warming-up: Task 2 Reading Activity A Reading A Background Advertising People define advertising in different ways, often along with the term “marketing”. Advertising is not marketing. It is a tactic that is used by marketers to convey messages to their customers and stockholders. Advertising is a form of non-personal promotion. Companies pay to promote ideas, goods, or services in a variety of media outlets. Reading A: Reading A : Engage your target Know your target audience and know what makes them tick. For example, Loblaw Companies Ltd. ran a wonderful recruitment ad with a visual of spice jars and the headline “Spice up your career”. The copy included statements such as “reach your potential”, “learn”, “supportive managers”, “inclusive workplace”, and “showcase your talent”. The headline and visuals are clear and appropriate. However, it’s more helpful that the copy touches on the human desire for career engagement and fulfillment. Reading A : Keep it simple Resist the temptation to say everything in one ad. Research supports communicating only one idea clearly. A great example of an advertiser that does this effectively is IKEA. While they sell an array of products, its newspaper ads focus on one message. Appeal to readers In order to engage the readers, a newspaper ad needs a strong headline to grab attention and draw the readers in so they want to know more. Weight Watchers undertook a strong copy ad campaign. Their ads lead with bold headlines such as “Die or Diet”. The text describes the Weight Watcher philosophy, what new members receive and how they should start to lose weight. Reading A : Be distinctive Something new and fresh in the headline or pictures can attract more