经贸英语文章选读课件董晓波 ISBN9787566302199 PPTUnit 2.ppt

About Joyce Carol Oates Unit 2 Advertising Teaching Aims After studying this unit, you are required to: 1. Have a general idea of what the advertising is about. 2. Understand the stages of advertising strategy and the basic advertising strategy. 3. Understand how the ad business really works . 4. Master the difficult words and expressions. Text A Advertising Strategy Discussion Do you know any famous “slogan” ? How many ways of advertising do you know? have you ever known anything about advertising strategy? Can you tell the difference between advertising and public relations? Text A Warming-up 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 enhancement, market share growth) as well. Today, most advertising strategies focus on achieving three general goals: 1) promote awareness of a business and its product or services; 2) stimulate sales directly and attract competitors customers; and 3) establish or modify a business image. Translation 1.Advertising Strategy 2.potential consumers 3.on behalf of 4.overall budget 5.public image enhancement 6.目标客户 7.产品概念 8.传播介质 9.市场份额 10.广告平台 1.广告策略 2.潜在客户 3.代表 4.总体预算 5.提升公共形象 6.target consumer 7.product concept 8.media vehicles 9.market share 10.advertising platform NOTES 1.MBA: =The Master of Business Administration (MBA or M.B.A.) a masters degree in business administration, which attracts people from a wide range of academic disciplines. The MBA designation originated in the United States, emerging from the late 19th century as the country industrialized and companies sought out scientific approaches to management. The core courses in the MBA program are designed to introduce students to th