广告英语讲义.doc

Unit One Advertising in Brief Ⅰ. Text Directions: Read the following passages carefully, paying special attention to the black words. They are the most used words in advertising. Advertising is mainly used as a tool of business to assist in the goods and services. The Definitions Committee of the American Marketing Association defines Advertising as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Some other experts define it as any paid form of presentation of certain sponsor on certain nonpersonal media to appeal to certain audience. While advertising is very important to business, it is only a small factor in overall business strategy. We can not expect to solve all the business problems by means of advertising only. It is necessary that we use advertising together with other promotional tools, such as personal selling, sales promotion, and public relations. There are number of ways to classify advertising. It can be classified into several broad categories: By target audience _________________________________________________________________ _________________________________________________________________ By appeal form _________________________________________________________________ _________________________________________________________________ By purpose Product advertising and product reputation advertising Nonproduct (corporate/institute) advertising including patronage, public relations and public service advertising. Noncommercial advertising such as recruitment advertising, advocacy advertising. Commercial advertising Action advertising Awareness advertising By media _________________________________________________________________ _________________________________________________________________ Out-of-door advertising Direct-mail advertising By geographic area International advertising _________________________________________________________________ Regional advertising Local(retail) adv