国际营销专业英语Unit 11 Advertising

,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,*,*,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,*,*,Unit Eleven,Advertising,Learning Outline,History of Advertising,Media Choices for Advertising,Objectives of Advertising,Advertising Techniques,Public Service Advertising,The Future of Advertising,History of Advertising,Time,Form of advertising,Ancient times,“word of mouth”,commercial messages and election campaign displays,17th century,Appear in weekly newspaper in England,19th century,First advertising agency was established,Broker for ad space in newspapers,20th century,Advertising agencies take over responsibility for the content,Media Choices for Advertising,Any place an identified sponsor pays to deliver their message through a medium is advertising medium,TV commercial,the most effective mass market advertising,Ads on the World Wide Web and Email ads,recent phenomenon,Subliminal advertising,Unpaid advertising(word of mouth advertising),Media Choices for Advertising,Measure of the impact of mass media advertising:,the use of the rating point(rp),the more accurate target rating point(trp),Difference between the two:,rp:percentage to the entire universe,trp:percentage to a particular segment or target,Objectives of Advertising,Advertising,to convey availability of a product and to provide information,3 generic objectives of advertising:,communicate information,persuade people to buy the product,keep the organization in the public eye,More specific objectives include increases in sales,market share,awareness,product trial,mind share,brand name recall,product use information,Effective advertising will stimulate demand for a product and build brand equity and brand franchise,Advertising Techniques,Repetition,Bandwagon,Testimonials,Pressure,Appeal to emotion,Association,Advertising slogans,Controversy,Guerilla Advertising,Subliminal messages,Public Service Advertising,Inform,educate and motivate the public about non-commercial issues such as AIDS,political ideology,energy conservation,religious recruitment,and deforestation,The Future of Advertising,With the development of internet,Popup ads,Flash ads,banner ads,and email ads abound.,Make the ads themselves desirable to the public,available to the public,