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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Advertising English,Unit One The Dimensions of Advertising,Introduction,The emergence of advertising is closely connected with the emergence of mass media,The result has been a tremendous revolution in the shopping experience,Because of widespread advertising,modern consumers enter a store with a wealth of information about alternative products,styles,qualities,and prices,This has changed the ways that firms market products,In turn,the development of sophisticated advertising has altered,structure of markets,nature of firms,Impact of Advertising,Without advertising,lack of information about products,shopping is generally local and based upon visual comparison,firms can operate on a small scale as each competes for a small local market,With advertising,comparison shopping is considerably eased as consumers have better information about range of good on offer,firms have an incentive to widen the range of goods they offer and to operate on a larger scale,Ubiquitous Ads,television commercials,overwhelming amounts of print ads,radio spots,billboards,coupons,direct mail,electronic banner ads,in-program placements,public service ads(PSAs,Identify the following ad slogans,“,Ask for More.”,pepsi.avi,“Just do it.”,NIKE,“,Fresh-up with Seven-up,.”,(,Seven-up,),“Communication unlimited.”(,Motorola,),“,The Relentless Pursuit of Perfection,.”,(,Lexus,),Definition,Defining advertising and introducing the profession,Advertising:adverture,advertise,An ancient ad,Around 1750,a citizen had advertised a reward for the discovery of a person who had stolen sixty guineas,Once around the turn of the 20th century,Albert Lasker who is known among the advertisers as the father of modern advertising defined“advertising”as the“salesmanship in,print,driven by a reason why”.,What is Advertising,?,Definition,Advertising is.,nonpersonal communication of information,.,about products(goods,services,and ideas).,by identified sponsors.,through various media.,usually paid for.,usually persuasive in nature.,structured and composed.,Advertising promotes.,goods,services&ideas,communicates with us through media:,radio,TV,newspaper,outdoor,Internet,What is Advertising,?,Types of Media,Addressable,Mass,Billboards,Newspapers&Magazines,Radio&TV,Direct Mail,E-Mail,What is Advertising,?,Types of Media,Nontraditional,Mass,Interactive,Billboards,Newspapers&Magazines,Radio&TV,Addressable,Direct Mail,E-Mail,Kiosks,Web Sites,Shopping Carts,Blimps,Tattoos,What is Advertising,?,Types of Media,Mass,Interactive,Nontraditional,Billboards,Newspapers&Magazines,Radio&TV,Addressable,Direct Mail,E-Mail,Interactive,Kiosks,Web Sites,Nontraditional,Shopping Carts,Blimps,Tattoos,etc.,What can interfere with the communication process?,source-formulates the idea,encoding-concept made into message,message-the idea to be sent,channel-medium carrying message,receiver-party who gets the message,decoding-receiver interpretation,Communication Makes Advertising Unique,Source,Encoding,Message,Channel,Decoding,Receiver,Feedback,Advertising Communication Model,Advertisers Source Dimensions.,sponsor-legally responsible for the message,author-individual who writes the ad,copywriter,art director,creative group,persona-imaginary spokesperson-the voice or tone of the ad or commercial,(in-text spokesperson),Message Dimensions,“,I”tell a story about myself to“you,”the imaginary audience,Autobiography,Third person tells a story about others to imagined audience,Narrative,Characters act out events in front of imagined audience,Drama,The Role of Feedback.,completes the cycle-verifying if the message was received,in advertising,it can take many forms,redeemed coupons,phone/Internet inquiries/visits,store visits,increased sales,survey responses,Applying the Communication Process to Advertising,Redeemed,Coupons,Phone,Inquiries,Increased,Sales,Survey,Responses,Feedback,and,Interactivity,Types of Advertising,target audiences,geographic area,medium,function or purpose,Geographical Area,local or retail advertising,is the advertising used by businesses whose customers come from only one city or local trading area.,regional advertising,is the advertising for products sold in one area or region,but not the entire country.,national advertising,is the advertising that aimed at customers in several regions of the country.,international advertising,This kind of advertising directed at foreign markets.,Media,Print advertising,is presented in all kind of print media,such as newspaper,magazines,brochures and many more.,broadcast advertising,appears on broadcast or electronic media,radio,television,including websites.,out-of home advertising,Billboard on the expressway,advertising at the bus stops,and all kinds of outdoor advertising,direct mail advertising,sent through the traditional mail or by post,not incl
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