广告专业英语课后题及答案

专业英语

作业三

Chapter 3

Advertising Planning

3.1 Advertising Strategy

1. Questions:

1. What is the advertising strategy?

The way how the advertising objective is to be attained

An integration of the elements of the creative mix

2. What elements does the marketing mix include?

4Ps: product, price, place, promotion

Promotional

mix:

personal

selling, advertising,

public

relations,

sales promotion

3. What is the advertising creative mix?

Advertising

message

(

copy

,

art,

production),

target

audience,

the

product concept, the communication media

4. Who are the target audience?

End-users, persons influencing the purchasing decision

5. What is the media strategy?

It refers to the determination of the best advertising media or media mix.

6. What is the strategy for the product concept?

A product values mix, bundle of value presented to the target audience

by the ad.

7. How to classify the involvement degree?

Rational involvement, emotional involvement

；

high involvement, low involvement

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专业英语

作业三

3.2 Advertising Strategy

Questions:

1.

What

should

be

considered

in

the

determination

of

the

advertising

objective?

The

strategic

objective

of

the

company

development,

the

company

’

s

marketing objective

2. What is the advertising pyramid?

Bottom: awareness

Comprehension

Conviction

Desire

Up:

action

Common expressions

（英译汉）

:

Advertising strategy

广告战略

Repurchase

再购

Marketing mix

营销组合

Promotional mix

促销组合

Creative mix

创意组合

Prioritization

划分优先顺序

Involvement degree

参与度

Rational involvement

理智参与

Emotional involvement

感情参与

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专业英语

作业三

Advertising message

广告创作

Bundle of value

价值包

4Ps:

product, price, place, promotion

Bottom- up marketing

自下而上的营销

Benefit segmentation

利益细分

Consumer decision-making process

消费者决策过程

Co-op advertising

合作广告

Current customer

现实消费者

Decline stage

产品的衰退期

Direct distribution

直销

Distribution channel

分销渠道

Exclusive distribution

独家分销

Franchising

特许专卖

Growth stage

产品的成长期

Hidden difference

隐性差异

Perceptible difference

显性差异

Individual brand

单一品牌

Intensive distribution

密集分销

Introductory phase

产品的引入期

Maturity stage

产品的成熟期

Personal selling

人际传播

Evoked set

参考组

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专业英语

作业三

Translation:

1. All advertisers face a perennial challenge: how to present their products,

services and ideas effectively through the media to buyers.

所有广告主都会面临长期的挑战：

如何通过媒体向买主有效地推出他

们的产品、服务及观念。

2.

Advertisers

must

first

develop

customers

’

perception

of

the

product

itself

(awareness,

attitude,

interest)

and

then

a

belief

in

the

product

’

s

ability to satisfy the customers

’

perceived want or need.

广告主必须首先使消费者对产品本身产生感知

（如 知晓，

态度，

兴趣）

，

然后使其信任产品满足消费者需求的能力。

3. The essence of resonance strategy is to link the product or service with

one or more of universal experiences.

共鸣策略的本质是把产品或服务与一 种或多种人们共同的经历联系

起来。

4. The better the advertising, the more people will try the product once.

And the more who try an unsatisfactory product, the more who will reject

it

–

and tell their friends.

广告越好，

就会有越多的人去尝试产品。

而 有越多的人尝试过不满意

的产品，抵制它的人也就越多，并且他们还会告诉他们的朋友。

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专业英语

作业三

5

．

The advertiser

’

s goal is to get enough relevant market data to develop

accurate profiles of buyers

–

to find the common ground (and symbols)

for communication.

广告主的目的是获得足够的相关市场资料，

来显示买主的精确情况—

—发现可进行沟通的共同的基础或象征。

6

．

Attitudes

must

be

either

capitalized

on

or

changed.

To

advertisers,

gaining positive consumer attitudes is critical to success.

态度要么被利用要么被改变。

对广告主来说 ，

成功的关键是获得消费

者肯定的态度。

7.

Enjoyable,

entertaining

advertising

can

enhance

interest

in

the

brand

and

reduce

the

variety-seeking

tendencies

of

consumers

who

become

bored with using the same old product.

令人愉快的、

有趣的广 告能够加强品牌兴趣，

减少消费者由于用烦了

老产品而去寻求新 产品的倾向。

8

．

When choosing an opinion leader as a spokesperson for a company or

product,

advertisers

must

understand

the

company

’

s

target

market

thoroughly.

当为公司或产品选择意见领袖作代言 人的时候，

广告主必须彻底了解

公司的目标市场。

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