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！

Unit 1 The dimensions of Advertising

1.

Definition

of

advertising:

Advertising

is

any

of

various

methods

used

by

a

company

to increase the sales of its products or services or to promote a brand name, and

it

’

s

aslo

used

by

organizations

and

individuals

to

communicate

an

idea,

to

recruit

staff, to publicize an event, or to locate an item or commodity.

So, simply we can define advertising as a process of non- personal communication,

process of public relations, an economic and social process of information and

persuasion process.

2.

The

aim

of

Advertising:

It

’

s

usually

designed

to

win

consumers

through

persuasion,

or promote products which include goods, services and ideas.

3.

Two

basic

types

of

advertising:

Informative

advertising

and

Persuasive

advertising.

4. Target audience refers to the people who most suited to the product which can be

divided into different parts ranging from wealthy professionals to students, the

retired, and the unemployed.

5.

Market

research

is

important

because

it

can

measure

the

success

of

the

advertising

and it

’

s a necessary preparation for the design of advertisements.

6. Feedback is the response from

the

consumer that could

verify whether

the message

was received and understood.

7. Source dimensions:

(1)Sponsor: people who pays for the ads.

(2)Designer: who designs the advertisement

(3)Spokesperson: who gives voice and appears in the ad to convey the message to the

audience.

8. Message dimensions:

(1)Autobiographical messages: are those of

“

I

”

tell a story to

“

you

”

(2)Narrative message: a third person tells a story about others to an imagined

audience.

(3)Drama: characters act out events directly in front of an imagined audience.

9. Receiver dimensions:

(1)Implied

consumers:

particular

groups

of

people

imagined

by

the

advertisers

to

be

the audiences of a particular ad.

(2)Sponsorial consumers: people who decides the ad will be run or not.

(3)Actual consumers: people who really watch the ad in the real world.

Understand:

1.

Why

Advertising

is

a

non-personal

communication?

Because

it

’

s

directed

to

groups

of people instead of individuals.

2. Not all advertisements are aimed at all people. WHY? Advertisements must appeal

to a target audience who most suited to their product.

the

contrary,

advertising

can

be

also

seen

as

a

hindrance

to

perfect

competition.

? It attempts to make distinctions between similar products.

The

advertising

communication

process:

The

process

starts

when

one

party(the

source)

1

encodes

a

thought

to

a

message

and

sends

it

through

some

channel

to

another

party(the

receiver), the receiver decode the message to understand it and then responds his

feedback.

Unit 2 The evolution of Advertising

1. The ancient period: Most messages

were actually delivered

by criers who stood

on

street

conrners

shouting

the

wares

of

the

sponsor.

Information

rather

than

persuation

was the objective of the early commercial message.

2. The age of print: Began with the invention of the printing press. The invention

of

moveable

type

moved

society

toward

mass

communication.

The

early

print

ad

included

posters,

handbills

and

classified

ad

in

newspapers,

messages

were

simple

and

informative.

3. The formative years: Agencies had taken on the role of convincing manufacturers

to advertise their products. Ads had assumed a more complete informational role.

4. Modern advertising: Advertising industry had become a major force in marketing

and had achieved a significant level of respect and esteem

Understand:

1.

“

Soft- sell

”

advertising: Such advertisement which use a series of soft way to

persuade

consumers

by

creating

images

through

a

slow

accumulation

of

positive

messages.

2.

“

Hard- sell

”

advertising:

Such

advertisement

which

promoting

its

product

by

direct

way.

3. Why does advertising develop so rapidly in modern society?

Advertising

was

spawned

by

a

market-driven

system

and

grew

through

self-interest

in

capitalistic, free enterprise market economics.

Efficient methods of production made advertising essential as a demand simulation

tool.

4.

Urbanization,

transportation

expansion,

and

communications

advancements

all

facilitated the use and growth of advertising.

5. When did modern advertising really begin? Why?

In

the

1880s,

because

the

output

increased

and

the

costs

decreased

by

the

new

methods

of

manufacturing

and

the

development

of

transportation,

manufacturers

and

the

sellers

needed to promote their products and goods better for the aim of profitability.

6.

What

’

s

the

situation

of

the

American

marketing

system

and

advertising

before

and

after 1880s?

Before 1880s the American marketing system had been characterized by an intricate

set

of

wholesalers,

jobbers

and

retailers,

and

the

wholesaler

was

king;

After

1800s,

manufacturers

could

package

their

products,

brand

and

advertise,

national

advertisers began to provide services for them which could make their standards of

conduct higher than before.

7.

Through

most

of

the

nineteenth

century

what

consumer

product

was

advertised

most

widely?

8.

Patent

medicines.

The

advertisement

was

often

extravagantly

false

claims,

but

the

companies

always

depended

upon

repeat-purchase

behavior

and

thus

upon

building

a

bond

2

of

trust

with

the

consumer,

so

they

eschew

the

blatant

falsehoods

made

by

purveyors.

Unit 3 Advertising&Marketing process

1. The martketing mix approach is one model of crafting and implementing marketing

strategies.

2. Marketing mix: a combination of factors that can be controlled by a company to

influence consumers to purchase its products.

3.

The

target

market:

A

target

market

is

the

market

segment

which

a

particular

product

is marketed to. It

’

s often defined by age, gender and/or socio-economic grouping.

4. The importance of Marketing:

(1)A

business

is

generally

doomed

to

failure

if

it

does

not

look

at

the

product

through

the eyes of the consumer.

(2)A

successful

marketing

depends

upon

a

salable

price

which

the

right

consumer

would

be

willing

to

buy

and

the

right

marketplace

where

the

consumer

can

buy

it,

and

a

good

advertisement to convince consumer to buy it.

(3)Many work is required for the planning, development, and the implementation of

an overall marketing program, before designing any form of advertising.

5. Questions for marketers to consider concerning the marketing mix?(4P

’

s)

(1)Product:

Whether

the

product

satisfy

the

consumer

’

s

needs

and

also

be

competitive

when comparing with other products.

(2)Price: Whether the price of product is competitive so that consumer would be

willing to buy.

(3)Place: Whether the product is well sold in the right places which is convenient

for consumer to see and to buy.

(4)Promotion:

Whether

the

competitive

benefit

of

product

is

well

persuasively

communicated to the right consumer.

6. The two requirements for the product, or the inadequate product will soon come

to an demise even with an effective advertising, and the greatest advertising plan

will absolutely fail:

(1)the product must offer a competitive benefit at a price the consumer is willing

to pay;

(2)the product is in distribution.

7. Good marketing is always the basis for good advertising,

Understand:

1. The 4 P

’

s look at marketing from the perspective of the marketer.

2.

The

4

C

’

s:

converting

Product

into

“

customer

solution

”

,

converting

Price

into

“

cost

to

the

consumer

”

,

converting

Place

into

“

convenience

”

,

converting

Promotion

into

“< /p>

communication

”

.

These C

’

s reflect a more client-oriented marketing philosophy and provide useful

reminders. And it also provides a handy framework for marketing analysis.

3. Why marketing texts still tend to use 4P

’

s to describe the elements of the mix

instead of 4C

’

s ?

The

4C

’

s

reflect

a

client- oriented

philosophy

but

the

marketing

mix

is

too

product- oriented, and the 4C

’

s are also not so memorable as the 4P

’

s.

3

4. Borden devised a model with 12 decision variables: planning, pricing, branding,

channels of distribution, personal selling, advertising, promotions, packaging,

display, servicing, physical handling, fact finding.

5. Albert Fray classified the marketing variables into 2 categories: the offering

and the process variables.

The

“

offering

”

consist of the product, service, packaging, brand, and price.

The

“

process

or

“

metho d

”

variables included advertising, promotion, sales

promotion,

personal

selling,

publicity,

distribution

channels,

marketing

research,

strategy formation, and new product development.

marketing mix model is often expanded to include sub-mixes, for example the

promotion

variable

can

be

further

decomposed

into

a

promotional

mix.

And

within

the

promotional mix advertising can be further broken down into an

“

advertising media

mix

”

.

Thinking:

1. Small is better when selecting segments to target in marketing strategies, WHY?

My

answer:

According

to

the

principle

of

Market

Segmentation,

selecting

a

small

target

market will better and easier fit the consumers and satisfy their needs by selling

products throughout a particular way.

2. Advertising strategies are followed by marketing strategies, WHY?

My

answer:

Because

the

good

marketing

strategies is

always

the

basis

for

good

advertising

strategies

by

laying

a

solid

foundation

for

the

formation

of

advertising

strategies,

effective

advertising

strategies

can

only

come

from

effective

marketing

strategies.

3. The positioning strategy adopted for a brand would need to be supported by all

other elements of the marketing mix. WHY?

My answer: Because the progress which could only lead a new brand to success always

depends upon

every aspect of

the marketing mix such as product planning, channel

of

selling, advertising and promotion.

Unit 4 Marketing communication tools

1. The communication mix is a marketing communication tool.

2. Personal communication includes personal contact with customers, which may be

letters, memos, personal interviews, telephone conversations and email.

-personal

Communication

use

some

medium

as

an

intermediary

for

communicating

,including:

Advertising,

Direct

Marketing,

Public

Relations,

Collateral Materials, Sales Promotion.

4. Advertising is sometimes called mass selling or non-personal selling. Its usual

purpose is to inform, persuade and remind customers about particular products and

services.

5.

Advertising

works

best

with

differentiated

products,

and

it

doesn

’

t

work

efficiently for undifferentiated products like raw materials and commodities.

6. An advertising

’

s success is based upon:

(1) High primary demand trend.

(2) Chance for significant product differentiation,

4

(3) Hidden qualities highly important to consumers,

(4) Opportunity to use strong emotional appeals,

(5) Substantial budgets to spport advertising.

7. Direct Marketing refers to the selling process that is like taking the store to

the

consumer,

it

builds

and

maintains

its

own

database

of

consumers

and

uses

a

variety

of

media

to

communicate

with

those

consumers.

And

it

’

s

well-suited

to

highly-targeted

marketing efforts.

8. Telemarketing is a dierect marketing technique which person-to-person phone

contact makes the sale. Telemarketing is a component of Direct Marketing.

9. Direct Marketing has four distinctive characteristics: Nonpublic, immediate,

customized, interactive.

10. Public Relations

are used to inform

various

audiences about the company and its

products

and

build

corporate

credibility

and

image.

Publicity

(news

releases,

media

advertisements, feature stories) and special events (open houses, factory tours,

grand openings) for instance.

11. Collateral Materials include booklets, catalogs, brochures, films,sale kits,

annual reports.

12. The function of Sale promotion: it supplements the basic mechanisms of the

marketing mix by stimulating channel members or prospective cunstomers to some

immediate, overt behavior in a short period of time. Trade deals, free samples,

displays, contests, sweepstakes, cent-off coupons for instance.

Understand:

1.

The

difference

between

Advertising

and

Publicity:

Advertising

is

never

institutional and Publicity is usually institutional in character.

2. Sales promotion is defined as a direct inducement which offers an extra value or

incentive for the product to the sales force distributors or to ultimate consumer,

and its primary objective is to create an immediate sale.

3.

Relationship

marketing

requires

sharing

information,

working

toward

the

same

goal,

mutual trust, cost- effective link between customer and salesperson.

4. The product life cycle includes five courses:

Pre-Introduction: Light advertising, pre-introduction publicity;

Introduction:

Heavy

use

of

advertising,

public

relations

for

awareness,

sales

promotion for trial;

Growth:

Advertising,

public

relations,

branding

and

brand

marketing,

personal

selling for distribution;

Maturity: Advertising decreases, sales promotion, personal selling, reminder and

persuation;

Decline:

Advertising

and

public

relations

decrease,

limited

sales

promotion,

personal selling for distribution.

The

product

life

cycle

can

be

understood

as

a

new

product

progresses

through

a

sequence

of

stages

from

introduction

to

growth,

maturity,

and

decline.

This

sequence

is

known

as

the

product

life

cycle

and

is

associated

with

changes

in

the

marketing

situation,

thus impacting the marketing strategy and the marketing mix.

5

Thinking:

1. Marketing communication is a systematic relationship between a business and its

market.

2. There are 12 different communication tools available to the marketer in total:

Personal

selling,

Advertising,

Sales

promotion,

Direct

martketing,

Public

relations,

Sponsorship, Exhibitions, Packaging, Point-of-sale, Merchandising, The Internet,

Word of mouth and corporate identity. And these communication tools consitute the

marketing communication mix.

3.

What

’

s

the

uses

of

the

Web

while

regarded

as

a

communication

tool?

It

was

mainly

used to inform the market, to demonstrate products, and to provide online material

to the customers.

Unit 5 Intergrated marketing communications

Disscussion:

1. Intergrated Marketing Communications is both a concept and a process.

2. Marketing is the process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods and services to create exchanges that

satisfy individual and organizational objectives.

3. Database marketing is a marketing strategy used by collecting data of consumer

’

s behavior and shopping patterns as a data storage for the marketing activities.

4.

The

marketing

mix

is

the

controllable

elements

of

product,

promotion,

price,

and

place which are used to facilitate exchange in a marketplace.

5. The central theme of the concept of Integrated Marketing Communications is that

all

of

an

organization

’

s

marketing

and

promotional

elements

and

activities

communicate with its customers.

6.

There

are

two

types

of

marketing

planning

models

today

which

are

Top- down

Marketing

Planning Model,

Bottom-up

Marketing

Planning

Model.

(Understand

the

difference

between Top-down and Bottom-up Marketing Planning Model.)

7TheIMC

approach

is

to

integrate

the

various

communication

functions

in

a

strategic

way.

8. Top-down Marketing Planning Model has four main elements which are situation

analysis,

marketing

objectives,

marketing

strategy,

and

marketing

tactics

(or

action

programs). The tranditional Top-down Marketing Plan is the most common planning

format.

9. Bottom-up Marketing Planning Model has three main elements which are marketing

tactics,

marketing

strategy,

and

marketing

result.

Bottom-up

Marketing

Plan

is

used

for small companies to enable entrepreneurs to find unique tactics to expliot. (A

comparison use the tactics as the nail while the strategy is used as the hammer)

10. IMC Planning perceives all the actions of a company as communications.

Text:

1. Why is the IMC approach welcomed by most marketers? The most fundamental reason

is

that

marketers

are

recognizing

the

value

of

strategically

integrating

the

various

communication functions rather than having them operate autonomously.

2. The movement toward IMC is also being driven by changes in ways companies market

6

their products and services.

3.

There

’

s

a

ongoing

revolution

that

is

changing

the

rules

of

marketing

and

the

role

of

tranditonal

media

advertising.

This

revolution

includes:

1.A

shifting

of

marketing

dollars from media advretising to other forms of promotion; 2.A movement away from

relying

on

advertising-focused

approaches

to

solve

communication

problems;

3.A

shift

in

marketplace

power

from

manufacturers

to

retailers;

rapid

growth

of

database

marketing;

demand

for

greater

accountability

from

advertising

agencies

and

the

way they are compensated; rapid growth of the Internet.

4.

Why

is

the

growth

of

the

IMC

likely

to

continue?

It

’

s

being

driven

by

fundamental

changes in the way companies market their prodcuts and services resulting from the

revolution,

moreover

many

marketers

and

advertising

agencies

recognize

the

importance

of

taking

an

IMC

approach

and

are

becoming

advocates

of

integration.

And

the move to intergrated marketing communications also reflects an adapation by

marketers

to

a

changing

environment,

particularly

with

respect

to

consumers,

technology and media.

5. What changes are occuring among consumers? Respect to media use and patterns of

buying and shopping.

6. What

’

s the new ways created to reach consumers? The continued fragmentation of

media markets, the rapid growth of interactive media, and the online services.

7. Though IMC has its critics and may undergo some changes, the tranditional

system

that

advertising

in

mass

media

domininates

and

advertising

and

other

forms

of

promotion function autonomously.

Understand

1.

Advertisers

or

clients

are

the

key

participants,

they

ultimately

pay

the

bill

and

have the final say regarding approval of the proposed promotional programs.

2.

The

advertising

agency

is

an

external

organization

specializing

in

the

creation,

production

and

placement

of

the

communications

messages,

and

some

additional

services

designed to facilitate the marketing effort.

3.

Media

organizations

provide

the

advertiser

with

a

channel

for

their

communications,

which

may

include

print,

broadcast,

outdoor,

etc.,

and

attempt

to

provide

the

advertiser with the proper environment for the message.

4. Marketing communication specialist organizations provide services in specific

areas

of

marketing

communications,

which

may

include

direct

response

agencies,

sales

promotion agencies, public relations firms and interactive agencies.

5. Collateral services participants are those who provide a wide range of support

services including marketing research, package design firms, consultants,

Unit 6 Advertising research

1. Advertising research can provide advertising agency with imformation about what

product image would be most credible to consumers.

2. Advertiser use pre- testing to increase the probability of preparing the most

effective

advertising

messages

by

detecting

and

eliminating

flaws

and

gaps

in

message

content.

3. Marketing research is used to identify consumer needs, develop new products,

7