商务英语阅读Advertising and Publicity.pptVIP

Chapter 3Advertising and Publicity  A warmer “Advertising is the greatest art form of the twentieth century.” --- Marshall McLuhan (1911-1980),Canadian author Do you agree with the above statement? Why or why not? A guessing game What are they? Shampoo, a Spanish supermarket, Sony Micro Vault Tiny (USB flash disk ) What are they? Camera, semi-skimmed milk, juice Outline Background introduction Reading for gist Vocabulary Comprehension Discussion Background introduction What is advertising? What are the main functions of advertising? What are the different types of advertising? What the traditional media used by advertisers? Are there any new options? What is difference between advertising and publicity? Advertising-definition By definition, advertising refers to the non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. advertising - main functions The core functions of advertising can be briefly summarized as follows: to persuade customers to buy a certain product by getting their attention. At the beginning of production, advertising will inform people what a product is like, where they can get it and how much it costs. Later, it is necessary to persuade the people to keep on buying or attract new customers to buy. types of advertising In marketing, type of advertising refers to the primary “focus” of the message being sent and falls into one of the following four categories: Product-Oriented Advertising, which clearly promote a specific product to a targeted audience. Image advertising, which is undertaken primarily to enhance an organization’s perceived importance to a target market. Advocacy Advertising, which is intended to communicate a viewpoint about a controversial topic relating to the social, political, or economic environment. Public Service Advertising, whose message concerns an issue viewed as for the “gre