广告英语讲义Word格式.docx
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Noncommercialadvertisingsuchasrecruitmentadvertising,advocacyadvertising.
Commercialadvertising
Actionadvertising
Awarenessadvertising
Bymedia
Out-of-dooradvertising
Direct-mailadvertising
Bygeographicarea
Internationaladvertising
Regionaladvertising
Local(retail)advertisingwhichincludesregularprice-lineadvertising,sale(price)advertising,andclearanceadvertising.
Therearethreemajorcomponentsengagedinmakingadvertising:
___________,
_________________and_________________.
Howtheproducertreatstheadvertisingfunction,dependsupontheimportanceofadvertisingtotheoverallpromotionalstrategyofthefirm.Itvariesconsiderablyfromfirmtofirm.Asfirmsgrowmoremarketing-oriented,withgreaterfocusonmarketingfunctionaltomaximizetheirprofits,thefunctionalareasofadvertising,sales,new-productdevelopment,andmarketingresearchrequiresacatalystthatwouldintegratealltheseeffortsandprovideforbettermarketingplanning.
Ⅱ.WordsandExpressions
promotion促销
goodsandservices商品和劳务
definev.界定,划分
nonpersonal非人员的
idea观念,创意
identifyv.识别
sponsor资助人,广告主
message讯息
media媒介
appeal(to)诉求
audience(听众,观众)受众
factor因素
strategy战略
personalselling人员销售
salespromotion销售推广
publicrelations公共关系
consumer消费者
retail零售
reputation声望
corporate企业
commercial经济的、商业的
patronage(消费者的)信任
advertiser广告主
develop开发
research调查,研究
effort努力
marketing营销
source来源,信源
awareness感知
institute企业,机构
target目标
demand需求
Ⅲ.Exercises
A.Questions
1)GivethedefinitionofAdvertisingbyDCAMA.
2)Whatistheuseofadvertising?
3)Whatisyourunderstandingofadvertising?
B.PutthefollowingsentencesintoChinese:
1)Today,weallhaveverystrongopinionsaboutadvertisingwhichmaybedefinedasacommunicationprocess,amarketingprocess,aneconomicandsocialprocess,apublicrelationsprocess,oraninformationandpersuasionprocess,dependinguponthepointofview.
2)Advertisingisusuallyaimedataparticularpartofpopulation.
3)Technologicaladvancesofthe19thcenturycreatedthegreatestchangesintheadvertisingindustry.
4)Mostadvertisingisintendedtobepersuasive.Acompanyusuallysponsorsadvertisingtoconvincepeopleitsproductwillbenefitthem.Inadditiontopromotingtangiblegoodsassuits,soap,andsoftdrinks,advertisingalsohelpssellintangibleservicesofbankers,beauticiansandbikerepairshops,Andincreasingly,advertisingisusedtosellawidevarietyofideas.
C.PutthefollowingsentencesintoEnglish.
绝大部分透过大众媒体----电视、报纸、广播、杂志----传播的广告是消费者广告。
这些广告既可以由生产这些产品的厂家出资来做,也可以由经销他们的经销商出资。
这类广告主要针对消费者----那些为自己或别人购买产品的人。
例如,杂志上的可口可乐广告既可能针对购买者,也可能针对使用者;
二者既可能是同一个人,也可能是不同的人。
UnitTwo
AdvertisingAgency
Anadvertisingagencyisanindependentorganizationofcreativetalentandbusinesspeoplewho,onthebasisofmarketingobjectives,specializedindeveloping,preparingandrunningorplacingadvertisingplans,advertisements,andotherpromotionalmeans.Theagencyalsoarrangesorcontractsforthepurchaseofadvertisingspaceortimeinthevariousmedia.Itdoesalltheseonbehalfoftheadvertisers(sellers)-theirclients-inanefforttofindconsumersfortheirgoodsorservices.Regardlessoftheirsize,structure(organization)orlocation,alladvertisingagenciesserveessentiallythesamepurpose.
Theagencyemploysspecialistsinapplyingthecomplexartandscienceofadvertisingtobusinessproblems.Theyincludeadministratorsandotherbusinesspeople,andwriters,artists,marketandmediaanalysts,researchers,orotherspecialists.
Basically,advertisingagenciesmaybeclassifiedbytherangeoftheirservicesandbythetypeofaccounttheyhandleaswellasbytheirorganization.
Byservice
Full-serviceagencies
AlaCarteserviceincludingcreativeboutique,mediabuyingservices,andaffiliatedagencies.
Byaccount
Consumer-goodsagencies
Industrial-goodsagencies
Financialadvertisingagencies
Byorganization
Internationalagencies
Multinationalagencies
In-houseagencies
Rightchoiceofadvertisingagencywillhelpalotinthesuccessofanadvertiser’sbusiness.Thereisnosimpleformulaforselectinganadvertisingagency.However,therearesomecriteriasuchasthespeculativepresentationsoftheadvertisingagency,theroleofadvertisingintheoverallpromotionalstrategy,theexperienceoftheagencywiththesameaccount,thesizeoftheagency,thefacilitiesoftheagencyanditsorganizationandpersonnel,thecharacter,philosophyandpoliciesoftheagency.
Thefollowingexhibithowanagencyisorganized.
Andherearesomejobtitlesinanadvertisingagency:
Artdirector艺术总监
Marketresearchmanager市场调研总监
Assistantartdirector助理艺术总监
Marketresearcher市场调研员
Artist美工、演员
PRmanager公关主管
Photographer摄影师
PRassistant公关助理
Jinglecreator乐师
Advertisingdirector/manager广告主管
Copywriter文案
Brand/productmanager品牌主管
Assistantaccountexecutive(AAE)助理客户联络员
AccountExecutive(AE)客户联络员
Trafficassistant内部协调助理
Accountsupervisor客户主管
Accountdirector客户总监
Junioraccountexecutive初级客户联络员
Printproductionmanager平面制作经理
Mediaplanner媒介策划
Mediabuyer媒介采购
Broadcastproducer广播广告制片
II.WordsandExpressions
creative创意的
objective目的
develop设计
runvt.发布,刊登
placevt.发布,设置,刊登
purchase购买
employvt.利用,使用
applyvt.利用,使用
market市场
researcher研究员
account客户
client客户
handlevt.处理,经营
client委托人,客户
selectvt.选择
philosophy理念
customer顾客
III.Exercises
1)Whoareworkinginanagency?
2)What’sthefunctionofanagency?
B.PutthefollowingsentencesintoChinese.
1)Anadvertisingagencyisanindependentorganizationofcreativepeopleandbusinesspeoplewhospecializeindevelopingandpreparingadvertisingplans,andotherpromotionaltools.
2)Anindustrialagencyrepresentsclientsthatmakegoodstobesoldtootherbusiness.Computerhardwareandsoftware,locomotivesareexamplesofsuchgoods.Businessandindustrialadvertisingisaveryimportantaspectoftheprofession,requiringhighlydevelopedtechnicalknowledge,plustheabilitytotranslateitintopreciseandpersuasivecommunication.
3)TheAmericanAssociationofAdvertisingAgencies(AAAA)isthenationalorganizationoftheadvertisingagencybusiness.Itmaintainsveryhighmembershipstandardsandendeavorstobethemostresponsiblespeakerfortheadvertisingindustry.
1)我们当中许多人认为,在广告公司里,广告人就是文案和艺术指导。
但实际上,为客户提供服务的人远不止上述两种人。
在广告人的行列中,还有客户人员、市场研究人员、媒介购买人员、媒介分析人员及公关人才等。
2)为了生存,广告公司必须拥有客户。
与其他行业一样,广告公司也有自己的产品和服务要卖。
客户寻找广告代理的方式与其寻找律师、大夫的方式是差不多的。
UnitThree
AdvertisingMarketing
Inbusiness,advertisingisusedasameansofmaximizingprofits.Itisatoolofmarketing.Thisisitslong-rangeobjective.Theshort-rangeobjectivesmaybenarrowlydefinedintermsofsellingaparticularquantityofaproduct,gainingpublicacceptanceofaproduct,orbuildingaparticularimageforaproduct.
Businesscanbedividedintothreebroadareas:
production,financeandmarketing.Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfytheperceivedneeds,wantsandobjectivesofindividualsandorganizations.Itisconcernedtoalltheactivitiesoccurredfromthepointofproductiontothepointofconsumption.Marketinginvolvestwospheresofactivities-internalandexternal.Theinternalactivities,whichareusedtomovegoodsfromproductiontoconsumption,canbecomposedoffourelements:
product,price,place(ordistribution),andpromotion(4Ps).Productactivityincludesdevelopingtherightproduct,packaging,andbranding.Pricedealswithsettingthesellingprice.Placeinvol