国际营销专业英语Unit_11_Advertising教材教学课件.pptVIP

Unit Eleven Advertising Learning Outline History of Advertising Media Choices for Advertising Objectives of Advertising Advertising Techniques Public Service Advertising The Future of Advertising History of Advertising Time Form of advertising Ancient times “word of mouth” commercial messages and election campaign displays 17th century Appear in weekly newspaper in England 19th century First advertising agency was established Broker for ad space in newspapers 20th century Advertising agencies take over responsibility for the content Media Choices for Advertising Any place an identified sponsor pays to deliver their message through a medium is advertising medium TV commercial – the most effective mass market advertising Ads on the World Wide Web and Email ads – recent phenomenon Subliminal advertising Unpaid advertising (word of mouth advertising) Media Choices for Advertising Measure of the impact of mass media advertising: the use of the rating point (rp) the more accurate target rating point (trp) Difference between the two: rp: percentage to the entire universe trp: percentage to a particular segment or target Objectives of Advertising Advertising – to convey availability of a product and to provide information 3 generic objectives of advertising: communicate information persuade people to buy the product keep the organization in the public eye More specific objectives include increases in sales, market share, awareness, product trial, mind share, brand name recall, product use information… Effective advertising will stimulate demand for a product and build brand equity and brand franchise Advertising Techniques Repetition Bandwagon Testimonials Pressure Appeal to emotion Association Advertising slogans Controversy Guerilla Advertising Subliminal messages Public Service Advertising Inform, educate and motivate the public about non-commercial issues such as AIDS, political ideology, energy conservation,