广告英语教程笔记.docx

广告英语教程笔记.docx

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广告英语教程笔记

广告英语教程

TIPS：

广英的课文不需要去背诵，但一定要熟悉和理解！

关于名词解释类的一定要背！

Unit1ThedimensionsofAdvertising

1.Definitionofadvertising:

Advertisingisanyofvariousmethodsusedbyacompanytoincreasethesalesofitsproductsorservicesortopromoteabrandname,andit’saslousedbyorganizationsandindividualstocommunicateanidea,torecruitstaff,topublicizeanevent,ortolocateanitemorcommodity.

So,simplywecandefineadvertisingasaprocessofnon-personalcommunication,processofpublicrelations,aneconomicandsocialprocessofinformationandpersuasionprocess.

2.TheaimofAdvertising:

It’susuallydesignedtowinconsumersthroughpersuasion,orpromoteproductswhichincludegoods,servicesandideas.

3.Twobasictypesofadvertising:

InformativeadvertisingandPersuasiveadvertising.

4.Targetaudiencereferstothepeoplewhomostsuitedtotheproductwhichcanbedividedintodifferentpartsrangingfromwealthyprofessionalstostudents,theretired,andtheunemployed.

5.Marketresearchisimportantbecauseitcanmeasurethesuccessoftheadvertisingandit’sanecessarypreparationforthedesignofadvertisements.

6.Feedbackistheresponsefromtheconsumerthatcouldverifywhetherthemessagewasreceivedandunderstood.

7.Sourcedimensions:

（1）Sponsor:

peoplewhopaysfortheads.

（2）Designer:

whodesignstheadvertisement

（3）Spokesperson:

whogivesvoiceandappearsintheadtoconveythemessagetotheaudience.

8.Messagedimensions:

（1）Autobiographicalmessages:

arethoseof“I”tellastoryto“you”

（2）Narrativemessage:

athirdpersontellsastoryaboutotherstoanimaginedaudience.

（3）Drama:

charactersactouteventsdirectlyinfrontofanimaginedaudience.

9.Receiverdimensions:

（1）Impliedconsumers:

particulargroupsofpeopleimaginedbytheadvertiserstobetheaudiencesofaparticularad.

（2）Sponsorialconsumers:

peoplewhodecidestheadwillberunornot.

（3）Actualconsumers:

peoplewhoreallywatchtheadintherealworld.

Understand:

1.WhyAdvertisingisanon-personalcommunication?

Becauseit’sdirectedtogroupsofpeopleinsteadofindividuals.

2.Notalladvertisementsareaimedatallpeople.WHY?

Advertisementsmustappealtoatargetaudiencewhomostsuitedtotheirproduct.

3.Onthecontrary,advertisingcanbealsoseenasahindrancetoperfectcompetition.4.WHY?

Itattemptstomakedistinctionsbetweensimilarproducts.

Theadvertisingcommunicationprocess:

Theprocessstartswhenoneparty（thesource）encodesathoughttoamessageandsendsitthroughsomechanneltoanotherparty（thereceiver）,thereceiverdecodethemessagetounderstanditandthenrespondshisfeedback.

Unit2TheevolutionofAdvertising

1.Theancientperiod:

Mostmessageswereactuallydeliveredbycrierswhostoodonstreetconrnersshoutingthewaresofthesponsor.Informationratherthanpersuationwastheobjectiveoftheearlycommercialmessage.

2.Theageofprint:

Beganwiththeinventionoftheprintingpress.Theinventionofmoveabletypemovedsocietytowardmasscommunication.Theearlyprintadincludedposters,handbillsandclassifiedadinnewspapers,messagesweresimpleandinformative.

3.Theformativeyears:

Agencieshadtakenontheroleofconvincingmanufacturerstoadvertisetheirproducts.Adshadassumedamorecompleteinformationalrole.

4.Modernadvertising:

Advertisingindustryhadbecomeamajorforceinmarketingandhadachievedasignificantlevelofrespectandesteem

Understand:

1.“Soft-sell”advertising:

Suchadvertisementwhichuseaseriesofsoftwaytopersuadeconsumersbycreatingimagesthroughaslowaccumulationofpositivemessages.

2.“Hard-sell”advertising:

Suchadvertisementwhichpromotingitsproductbydirectway.

3.Whydoesadvertisingdevelopsorapidlyinmodernsociety?

Advertisingwasspawnedbyamarket-drivensystemandgrewthroughself-interestincapitalistic,freeenterprisemarketeconomics.

Efficientmethodsofproductionmadeadvertisingessentialasademandsimulationtool.

4.Urbanization,transportationexpansion,andcommunicationsadvancementsallfacilitatedtheuseandgrowthofadvertising.

5.Whendidmodernadvertisingreallybegin?

Why?

Inthe1880s,becausetheoutputincreasedandthecostsdecreasedbythenewmethodsofmanufacturingandthedevelopmentoftransportation,manufacturersandthesellersneededtopromotetheirproductsandgoodsbetterfortheaimofprofitability.

6.What’sthesituationoftheAmericanmarketingsystemandadvertisingbeforeandafter1880s?

Before1880stheAmericanmarketingsystemhadbeencharacterizedbyanintricatesetofwholesalers,jobbersandretailers,andthewholesalerwasking;After1800s,manufacturerscouldpackagetheirproducts,brandandadvertise,nationaladvertisersbegantoprovideservicesforthemwhichcouldmaketheirstandardsofconducthigherthanbefore.

7.Throughmostofthenineteenthcenturywhatconsumerproductwasadvertisedmostwidely?

8.Patentmedicines.Theadvertisementwasoftenextravagantlyfalseclaims,butthecompaniesalwaysdependeduponrepeat-purchasebehaviorandthusuponbuildingabondoftrustwiththeconsumer,sotheyeschewtheblatantfalsehoodsmadebypurveyors.

Unit3Advertising&Marketingprocess

1.Themartketingmixapproachisonemodelofcraftingandimplementingmarketingstrategies.

2.Marketingmix:

acombinationoffactorsthatcanbecontrolledbyacompanytoinfluenceconsumerstopurchaseitsproducts.

3.Thetargetmarket:

Atargetmarketisthemarketsegmentwhichaparticularproductismarketedto.It’softendefinedbyage,genderand/orsocio-economicgrouping.

4.TheimportanceofMarketing:

（1）Abusinessisgenerallydoomedtofailureifitdoesnotlookattheproductthroughtheeyesoftheconsumer.

（2）Asuccessfulmarketingdependsuponasalablepricewhichtherightconsumerwouldbewillingtobuyandtherightmarketplacewheretheconsumercanbuyit,andagoodadvertisementtoconvinceconsumertobuyit.

（3）Manyworkisrequiredfortheplanning,development,andtheimplementationofanoverallmarketingprogram,beforedesigninganyformofadvertising.

5.Questionsformarketerstoconsiderconcerningthemarketingmix?

（4P’s）

（1）Product:

Whethertheproductsatisfytheconsumer’sneedsandalsobecompetitivewhencomparingwithotherproducts.

（2）Price:

Whetherthepriceofproductiscompetitivesothatconsumerwouldbewillingtobuy.

（3）Place:

Whethertheproductiswellsoldintherightplaceswhichisconvenientforconsumertoseeandtobuy.

（4）Promotion:

Whetherthecompetitivebenefitofproductiswellpersuasivelycommunicatedtotherightconsumer.

6.Thetworequirementsfortheproduct,ortheinadequateproductwillsooncometoandemiseevenwithaneffectiveadvertising,andthegreatestadvertisingplanwillabsolutelyfail:

（1）theproductmustofferacompetitivebenefitatapricetheconsumeriswillingtopay;

（2）theproductisindistribution.

7.Goodmarketingisalwaysthebasisforgoodadvertising,

Understand:

1.The4P’slookatmarketingfromtheperspectiveofthemarketer.

2.The4C’s:

convertingProductinto“customersolution”,convertingPriceinto“costtotheconsumer”,convertingPlaceinto“convenience”,convertingPromotioninto“communication”.

TheseC’sreflectamoreclient-orientedmarketingphilosophyandprovideusefulreminders.Anditalsoprovidesahandyframeworkformarketinganalysis.

3.Whymarketingtextsstilltendtouse4P’stodescribetheelementsofthemixinsteadof4C’s?

The4C’sreflectaclient-orientedphilosophybutthemarketingmixistooproduct-oriented,andthe4C’sarealsonotsomemorableasthe4P’s.

4.Bordendevisedamodelwith12decisionvariables:

planning,pricing,branding,channelsofdistribution,personalselling,advertising,promotions,packaging,display,servicing,physicalhandling,factfinding.

5.AlbertFrayclassifiedthemarketingvariablesinto2categories:

theofferingandtheprocessvariables.

The“offering”consistoftheproduct,service,packaging,brand,andprice.

The“process”or“method”variablesincludedadvertising,promotion,salespromotion,personalselling,publicity,distributionchannels,marketingresearch,strategyformation,andnewproductdevelopment.

6.Themarketingmixmodelisoftenexpandedtoincludesub-mixes,forexamplethepromotionvariablecanbefurtherdecomposedintoapromotionalmix.Andwithinthepromotionalmixadvertisingcanbefurtherbrokendownintoan“advertisingmedia

mix”.

Thinking:

1.Smallisbetterwhenselectingsegmentstotargetinmarketingstrategies,WHY?

Myanswer:

AccordingtotheprincipleofMarketSegmentation,selectingasmalltargetmarketwillbetterandeasierfittheconsumersandsatisfytheirneedsbysellingproductsthroughoutaparticularway.

2.Advertisingstrategiesarefollowedbymarketingstrategies,WHY?

Myanswer:

Becausethegoodmarketingstrategiesisalwaysthebasisforgoodadvertisingstrategiesbylayingasolidfoundationfortheformationofadvertisingstrategies,effectiveadvertisingstrategiescanonlycomefromeffectivemarketingstrategies.

3.Thepositioningstrategyadoptedforabrandwouldneedtobesupportedbyallotherelementsofthemarketingmix.WHY?

Myanswer:

Becausetheprogresswhichcouldonlyleadanewbrandtosuccessalwaysdependsuponeveryaspectofthemarketingmixsuchasproductplanning,channelofselling,advertisingandpromotion.

Unit4Marketingcommunicationtools

1.Thecommunicationmixisamarketingcommunicationtool.

2.Personalcommunicationincludespersonalcontactwithcustomers,whichmaybeletters,memos,personalinterviews,telephoneconversationsandemail.

3.Non-personalCommunicati