What is advertising?
Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services.
at the existing level) To launch a new product
What to advertise?
• In general, there are really only two kinds of effective advertising message: - Firstly, does the business/product have a Unique Selling Proposition (“USP”) “A unique selling proposition is a customer benefit that no other product can claim” - Secondly, does the thing that is being advertised “add value” and if so, how? For example, advertising for washing powders will focus on the “added value” created by whitening agents or the fact that a particular formulation will last longer than the competition.
• behavior advertising行为广告 • cognitive advertising认知广告
Classification of Advertising
• B.按目标群体划分
• consumer advertising消费者广告 • business advertising业务广告
• C.按目标区域划分
• local advertising地方广告 • national advertising全国广告 • international advertising国际广告
Classification of Advertising
• D.按传播媒介划分
print advertising印刷广告 electronic advertising电子广告 out-of-home/outdoor advertising户 外广告 post advertising直邮广告
Advertising Personal selling
Publicity Sales promotion
Customer
Cost
Convenience Communication
Unit 1 Advertisement
Reading one: 1. Pre-reading activities 2. Read the text and discuss questions 3. Words and Expression • Key language points • Difficult sentences • Exercises 4. Post-Reading
Differences among Advertise, Advertising and Advertisement
• Advertise: v.意为在报纸、广播、电视上为产品等做
广告. Eg: Manufactures advertise product that they wish to sell. 制造 商为他们想销售的产品做广告。
Advertising Components and Features
• 3. Advertising fees New products tend to need a larger advertising
budget to help build awareness and to encourage consumers to try the product. A product that is highly differentiated may also need more advertising to help set it apart from the competition - emphasizing the points of difference. However setting the advertising budget is not a easy job- how can a business predict the right amount to spend. Which parts of the advertising campaign will work best and which will have relatively little effect?
• Reflect on some ads • Discuss questions • 1.What are the elements of advertisement?
What’s the purpose of advertising? What are the features of ads? 2. What do you think makes a good ad? 3. What’s your favorites advertisement? Describe it and tell why you like it. 4. How does the Internet differ from other conventional advertising media?
Media are the means of the dissemination of advertising
1. Newspaper 2. broadcast 3. Magazine 4. TV program 5. Mail 6. Billboard
1-4 are called the four main media of advertising.
What is advertising?
• Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say ) and the medium (how you get your message across).
Product Mix
Brand name Packages
Functionality warranty
Price Mix
Discount Bundling
Price Flexibility
Place Mix
Channel of distribution Inventory Management
Promotion Mix
Business English Intensive Reading
Unit One Advertising
本课程在专业建设与人才培养中的地位
课程类别及性质
通识教育课程平台 学科基础课程平台
专业课程平台
集中性实践教学平台 合计
公共必修课程模块 公共选修课程模块
必修 专业必修课程模块
专业任选课程模 块
• Advertising: v-ing. 广告，广告业（不可数,较抽象）
Eg. Informative advertising, persuasive advertising, advertising campaign • Advertisement: n. 广告本身，比如报纸上、电视里看 到的广告实体 (可数，较具体) Eg. display advertisement, classified advertisement
为泡泡糖做的杂志内页立体式广告
在前往飞机场或离开飞机场的大巴上，有一些特殊的拉手。说 到特殊，那是因为它作为一个很常见的广告载体却能够让上面 的广告与受众产生互动。就IWC这款飞行员手表，当乘客使用 这个拉手的时候就像是佩戴了IWC的飞行员手表。
Pre-reading activities
广告定义众说纷论
• 概念美国《广告时代周刊》在1932公开征求的广告定 义： 个人、商品、劳务、运动，以印刷、书写、口述或 图画 为表现方法，由广告者出费用作公开宣传，以促成销售、 使用、投票或赞成为目的活动。
• ● 英国《简明不列颠百科全书》对广告的解释：广告是传 播信息的一种方式，其目的在于推销商品、劳务、影响舆 论，博得政治支持，推进一种事业或引起刊登广告者所希 望的其他反应。
720+138 356+18+6周
162 396
216 172+62+54
41周
2137+472+54 +52周
2199+ຫໍສະໝຸດ 10+52周辅修专业 24.5
课程性质与教学目标
• 《高等学校商务英语专业本科教学要求》 （试行）把商务英语定义为：在经济全 球化环境下，围绕贸易，投资展开的各 种经济，公务和社会活动所使用的语言， 具体包括贸易，管理，金融， 营销，旅 游，新闻，法律等。
Advertising Components and Features
• I. Advertiser（广告主）
---- the main body of advertising • The advertiser is the sender of information