Unit-4-Advertising

Unit4AdvertisingBasicsofadvertisingLanguageassociatedwithadvertisingKeywordsadvertiseadvertisementadvertisingadvertiseradvertisingagencyadvertadWarm-upDiscussionWhatareyourimpressionsofadvertisingindailylife?Whatparthasadvertisingplayedinyourpurchaseorselectionofproductsorservices?Whatisyourattitudetowardsadvertising,positiveornegative?DiscussionWhatisadvertising?Whatisadvertising?Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsandservices),orideasbyidentifiedsponsorsthroughthevariousmedia.—AMAAdvertising’sroleinmarketingMarketingisaprocess—aseriesofactionsormethodsthattakeplacesequentially—aimedatsatisfyingcustomerneedsprofitably.Thisprocessincludesdevelopingproducts,pricingthemstrategically,makingthemavailabletocustomersthroughadistributionnetwork,andpromotingthemthroughsalesandadvertisingactivities.4Ps(marketingmix):product,pricing,place(distribution)&promotion(communication)Advertising’sroleinmarketingAdvertisingisoneofthenumeroustoolsusedinthepromotion,orcommunicationaspectofmarketing.(apromotionalorcommunicationtool)FunctionsofAdvertisingToidentifyproductsanddifferentiatethemfromothers.(branding)Tocommunicateinformation.Toinduceconsumerstotrynewproductsandtosuggestreuse.(newandrepeatedconsumers)Tostimulatethedistribution.Tobuildbrandawareness,preferenceandloyalty.Tolowerthecostofsales.(Forthecostofreachingjustoneprospectthroughpersonalselling,companiescanreachthousandsofpeoplethroughmediaadvertising.)ClassificationsofAdvertisingClassificationbytargetaudience(目标受众):Consumeradvertising:aimedatpeoplewhobuyfortheirownuseBusinessadvertising:aimedatpeoplewhobuyforuseinbusinessClassificationbygeographicarea:International/globaladvertising(foreignmarkets)NationaladvertisingRegionaladvertising(inoneareaorregion)Localadvertising(inonlyonecityorlocaltradingarea)ClassificationsofAdvertisementClassificationbymedium:Printadvertising(newspaper,magazines,brochures,flyers)Electronicadvertising(television,radio:commercials;Internet)Outdooradvertising(billboards,kiosks,publictransport,events)Direct-mailadvertising(throughthePostalServiceandbye-mail)POP(pointofpurchase)advertisingAdvertisingMedia&Methodswallpaintingswebbannerswebpopupsmobiletelephonescreensshoppingcartsskywritinghumandirectionaltowncriers街头公告员blimpspaintedvehicles“logojets”in-flightadssubwayplatformsshoppingbagsinflatablestraincarseventticketsandsupermarketreceiptse-mails(spam)streetfurniturep.31Reading&Discussionpp.32-33:Questions:1.Outdooradvertisingisincreasinginmanycountries.Isthisagoodthing?2.Whatproductsdoyouthinkaresuitableforoutdooradvertising?3.Makealistoftheadvantagesanddisadvantagesofthemajormedia.Whatmakesagoodadvertisement?Listening:p.31ProductReasonsforliking___________________________________________________________________________________________________________________________________________________________Whatmakesagoodadvertisement?Discussion:Whatisyourfavouritead?Why?Whatistheadyoudislikemost?Why?Makeasummaryoftheelementsofagoodad.Whatmakesagoodadvertisement?Creativeandeffectiveadsshouldseekto:Attractattentionandretainattention.CommunicatethekeybenefitsAchievetheobjectiveoftheadvertisingstrategy.Avoiderrors,especiallylegalones.CharacteristicsofadvertisingEnglishBrief简练Affability亲切Creativity创新Dainty考究“KISS”principle:Keepitsimple,stupid.Keepitsweet&simple.Keepitshort&simple.Successfuladvertisingcampaignsp.33Listening