市场营销专业英语第四章.pptVIP

Advertising Planning Task division Frame and the main ideas…………… 吴袁俊 key words……………………………… 陈有政 Contents………………………………… 朱宇驰 张晓洋 汪 洋 郑书忻 Case…………………………………… 张路廷 Frame and the main ideas Recognizing Your Problems 广告目标，是在一定时期内，针对特定目标对象设定的一项具体的沟通任务。广告目标可以根据告知、劝说和提醒等主要目的来分类。 广告目标主要有： 告知：提供信息（通知性广告） 劝说：诱导购买（说服性广告） 提醒：提醒使用（提醒性广告） Calculating your ad budget There are many common methods, such as: the affordable method（量力而为法）, the percentage-of-sales method（销售百分比法）, the competitive-parity（竞争平衡法）, objective-and-task method （目标任务法） and so on. Strategy operation 设计广告策略包括两种主要因素： (1)creating effective advertising message (2)selecting effective advertising media More and more advertisers are orchestrating a closer harmony between massage and media. Advertising media 1.Advantages and Disadvantages of major kinds of media. 2.Effectiveness depends on how well the medium fits with the rest of a marketing strategy – that is ,it depends on : (1) your promotion objectives (2) what target markets you want to reach (3) the funds available for advertising , and (4) the nature of the media –including who they reach , with what frequency , with what impact and at what cost. Key Words 1.underhanded adj.秘密的 2.overly adv.过度地, 极度地 3.phony adj.假冒的 n.假冒者 4.cover up v.掩盖 5.self-serving adj.自私的, 自私自利的 6.Heterogeneous adj.不同种类的, 异类的 7.puffery n.吹捧, 鼓吹, 吹捧的广告 8.exaggeration n.夸张, 夸大之词 9.superlative adj.最高的 11.permissible adj.可允许的 12.fraudulent adj.欺诈的, 欺骗性的, 骗得的 13.aphrodisiac adj.引起性欲的 n.壮阳剂,春药 14.Federal Trade Commission 联邦商务委员会 15.allegedly adv.依其申述 16.substantiation n.实体化, 证明, 证实 17.doctrine n.教条, 学说 18.consent vi.同意, 赞成, 答应 n.同意, 赞成, 允诺 19.desist v.终止 20.examiner n.主考者 clarify [kl?rifai] vt.澄清 讲清楚，