商务英语综合教程上册课件刘玉玲主编 ISBN9787810789844Unit 10 Advertising Its Everywhere.ppt

Unit Ten Introduction Advertising is marketings most visible form of communication. The American Marketing Association (AMA) defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Nonprofit and public organizations, individuals and businesses all use advertising to convey messages about their services, ideas and products. Text 1 No, its not your imagination. The amount of advertising and marketing North Americans are exposed to daily has exploded over the past decade; studies show that on average we see 3,000 ads per day. At the gas pumps, in the movie theatre, in a washroom stall, during sporting events—advertising is impossible to avoid. Even outer space isnt safe from commercialization: the Russian space program launched a rocket bearing a 30-foot Pizza Hut logo, and some companies have investigated placing ads in space that will be visible from earth. The challenge of the future may be finding public and private spaces that are free of advertising. Marketers are pressed to find even more innovative and aggressive ways to cut through the ad clutter or ad fatigue of modern life. Heres an overview of some of the ways marketers are targeting us: 8 Commenting on the phenomenally successful cross-promotional approach used to market the film (Harry Potter smashed all previous opening records, grossing $90 million in its first weekend) AOL Time Warner executive Richard Parsons explained: This drove synergy both ways. Not only did we use our promotional and advertising platforms to help create awareness, we used the film to drive traffic to those vehicles. 9 The future of product placement as a successful advertising tool was assured when the 1982 film ET featured Reeses Pieces in a pivotal scene—causing sales of the candy to jump 65 per cent. Since that time, product placement in movies, on TV, and increasingly in video games, ha