商务英语写作课件杨晓斌编著 ISBN9787811343311Section 22 广告制作Advertisement.ppt

Section 22 广告策略Advertising Strategy I. 要点概述Main Points 1. What is advertising? 1. What is advertising? Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. 2. What are the most frequently used commercial advertising media? Advertisements are often placed anywhere an audience can easily or frequently access visual, audio and printed information. The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumers need to be considered when an advertiser decides what media to use. The types of media categories from which advertisers can choose include the following: a) Print—primarily newspapers and magazines; b) Audio—FM, AM and SW radio; c) Video—promotional videos; d) World Wide Web; e) Direct mail; f) Outdoor advertising—billboards, advertisements on public transportation. 2. How do you understand advertising strategy?  An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancem