市场营销专业英语 topic 4精选.ppt

Chapter 4 Contemporary Advertising Contents 4.1 Types of Advertising 4.1.1. Advertising Age 4.1.2 Product Advertisements 4.1.3 Institutional Advertisements 4.1.4 Direct-response versus Delayed-response Advertising 4.2 Advertising Planning 4.2.1 Recognizing Your Problems 4.2.2 Calculating Your Ad Budget 4.2.3 Strategy Operation 4.2.4 Advertising media 4.3 Criticisms of Advertising 4.1.1. Advertising Age We live in a time that has defined itself as “The Age of Information”-When communications has become instantaneous and global. Nowadays, we can see various advertisements everywhere in our daily life, such as T-bar ads on the freeway, on-floor ads in supermarkets and shopping malls, commercials on TV and radio, flyers, booklets and even stickers all around, etc. Advertising affects daily lives of consumers, informing them about product and services and influencing their attitudes 、beliefs, and ultimately their purchase. There are two basic types of advertising. The one is “product advertising”- tries to sell a product .The other type of advertising is “institutional advertising”, institutional advertising usually focuses on the name and prestige of an organization or industry. It may seek to inform, persuade, or remind. 4.1.2 Product Advertisements Product advertisements focus on selling a good or service. Product advertisements take three forms: pioneer (or informational), competitive (or persuasive), and reminder. 4.1.3 Institutional Advertisements The objective of institutional advertisements, sometimes called corporate advertising, is to build goodwill or an image for an organization, rather than promote a specific goods or service. 4.1.4 Direct-response versus Delayed-response Advertising Direct-response advertising (product or institutional) seeks to motivate the customer to take immediate action. Delayed-response advertising, on the other hand, presents images and/or information designed to influenc