跨文化商务沟通Wk16_Intercultural_Communication教材教学课件.pptVIP

Intercultural Communication Week 16 Contents Definition of Advertising Elements of Advertising Classifications of Advertising Intercultural Advertising Strategies Intercultural Advertising Latin word, “turn the mind/ inform people” A form of commercial mass communication designed to promote the sale or a product or service, or a message on behalf of an institution, organization, or candidate for political office. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through different medium. Marketing Communication Mix (Promotion Mix)-the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools used to pursue the marketing and advertising objectives. Advertising The communication usually paid for by a certain institution, organization, or a person aimed at the publicity and promotion of ideas, products, or services through various media. Intercultural Advertising Advertising Advantages - Reach masses of geographically dispersed buyers at a low cost per exposure - Enable the seller to repeat a message many times - Reach large scale of potentials - Be expressive by using artfully visuals, print, sound, and color. - Build up a long-term image Intercultural Advertising Intercultural Advertising Advertising Non-personal Sponsor Cost Message Media Elements of Advertising Intercultural advertising Advertising of ideas products, and services from a source culture targeting another culture. Classification - Medium The most powerful tools to publicize the product and services. (e.g. Newspaper/ Magazine/ Television) - Target Audience Consumer/ Business/ Service - Purpose (Brand/ Retail/ Political/ Directory/ Direct-response Corporate and Recruitment