新编剑桥_务英语.ppt

What is advertisement? The styles of advertisement? What is advertising? It is a means to let public know a certain information through a medium form with some cost to meet a specific need. The styles of advertisement: Billboard word of month mail-shot TV commercial spam banner brochure Newspaper adverts sample internet advert Purpose of advertisement: ACCA -----------awareness --------comprehension --------conviction ---------action Word of mouth 口头宣传 Mail-shot 邮寄广告 TV commercial 电视广告 Billboard 广告牌 Spam 垃圾邮件， 电子邮件广告 Banner 横幅广告 Newspaper advert 报纸广告 Internet advertising 网络广告 Search engine 搜索器 A. When deciding which type of advertising to use, the first thing is to consider the cost. The company should decide the type of advertising according to the budget. If it is so expensive that the company cannot afford it, it will cause unnecessary burden to the company. In addition to the cost, also remember that tit should reach vast number of target customers. For example, if the product aims at senior citizens, it should not choose the Internet because many senior citizens do not surf the internet at all. In this case, radio or newspaper can be good alternatives. Besides you should consider whether it is a short-term or long-term promotion. If the type of advertisement can provide you with long-term promotion of a product or service that can reach immense audience, it can still be cost-effective because it can reach vast number of people at a time at a considerable low price. B. When planning advertising campaign, the first thing to consider is the age and gender of the target customer. Only when you know the age and gender of the target customer can you know their likes and dislikes, and the media they often have access to. It is also a good idea to consider the typical income of the target customers. Their typ