基础英语 Lesson 8Advertising media广告媒介.docx

Lesson 8 Advertising media 广告媒介In developing advertising strategies, marketers must also consider the best advertising medium for their message, IBM, for example, uses television ads to keep its name fresh in consumers’ minds. But it uses newspaper and magazine ads to educate consumers on the product’s abilities and trade publications to introduce new software. Each advertising medium has its own advantages and disadvantages.在开展广告策略的过程中，营销商也必须考虑到选择最佳的广告媒介来登在他们的广告词。比如美国国际商用机器公司运用电视广告来使他的名字在消费者的头脑中记忆犹新，用报纸和杂志广告来宣传产品的性能，用商业出版物来介绍新的软件。每一种广告媒介都有其优点和缺点。Newspapers are the most widely used advertising medium. They offer excellelent coverage, since each local market has at least one daily newspaper and many people read the paper every day. This medium offers flexible, rapid coverage, since ads can change from day to day. It also offers believable coverage, since ads are presented side-by-side with news. However, newspapers are generally thrown out after one day, often cannot print in color and have poor reproduction quality. Moreover, newspapers do not, usually allow advertisers to target their audience very well.报纸是最为广泛运用的广告媒介。它的读者面广，因为每一个地区都至少有一份当地的日报，而且很多人每天都要读它。它灵活机动，传递迅速，因为广告每天都可能发生。它的内容真实可信，因为广告和新闻一起出现的。但是在一般情况下报纸一天后就会被扔掉，并且经常不能用彩色印刷，印刷质量也比较低，而且报纸也常常不能使广告商对其观众有很强的针对性。Television is the most dramatic medium for advertising. It allows advertisers to combine slight, sound, and motion, thus appealing to almost all the viewer’s senses.电视是最生动的广告媒介，它集视、听、动为一体，因此几乎对观众的所有感官都产生强烈的感染力。Information on viewer demographics for a particular program allows advertisers to promote to their target audiences. National advertising is done on television because it reaches more people than any other medium. In addition to the major networks, cable television is becoming a major advertising medium. Cable ads revenues have increased from $58 million in 1980 to $.4billion in 1988 in the U.S.A.对一特别节目收视观众的调查数据可以使广告商向其目标观众进行促销。在电视上做全国性的广告是因为电视是拥有最多观众的媒介。除了主要的点至网络外，有线电视正成为一种重要的广告媒介。美国有线电视的广告收入1980年