工商管理专业英语unit20.ppt

Business School of Nankai University Unit 20  Functions of Advertising 作者 南开大学商学院 李桂华 Glossary salesmanship: n. the art of selling products or services to people. 推销术 nonpersonal: adj. Not relating to people. 非人员的 communication: n. the process of giving information or making emotions or ideas known to someone. 传播，沟通 sponsor: n. a person or business that pays money to support an event, radio or television program as a way to advertise their products or services. 广告赞助商 media: n. a way of communicating information and ideas, especially to a lot of people. 媒介 direct mail: n. advertisements delivered directly to target audience by mails. 直接邮递广告 Glossary flyer: n. an advertisement that is printed on a sheet of paper and given to people. 广告传单 Spenserian: 一种西文字体，花体。 awning: n. a sheet of cloth hung above a window or door as protection against rain or sun, especially outside a shop. 遮阳（雨）蓬 coupons: n. a ticket that allows you to buy something at a reduced price. 折扣券 imitator: n. a business that copy other’s products or ideas. 模仿者 contour: n. the shape of the outside edge of something. 轮廓，外型 cutlery: n. the knives, forks and spoons that people use for eating food. 刀、叉等西餐餐具 preference: n. a feeling of liking or wanting someone or something more than someone or something else. 偏好 Key Terms and Concepts promotion campaign A promotion campaign is an integrated marketing communication activity, usually involves various types of promotion tools, to target audience A target audience is a group of viewers of different type of media. They are chosen by companies to reach with their commercial messages. promotion mix The promotion mix refers to a group of promotion tools known as advertising, sales promotion, personal selling and public relation that companies use to win acceptance of the company’s products, services, or ideas. brand loyalty Support that consumers always give to a certain brand because of their feelings of love and preference towards the brand