商务知识导读课件董晓波 ISBN9787566309365 PPTUnit 11 Advertising.ppt

Unit 11 Advertising Text Words Expressions Notes Exercises Supplementary Reading Additional information Words ＆ Expressions: Notes: Exercises: Supplementary reading: Additional information: Thank you! 4. Wise Consumers Advertising: Consumers know when theyre reading an advertisement theyre trying to be sold a product or service. Public Relations: When someone reads a third-party article written about your product or views coverage of your event on TV, theyre seeing something you didnt pay for with ad dollars and view it differently than they do paid advertising. 5. Creativity or a Nose for News Advertising: In advertising, you get to exercise your creativity in creating new ad campaigns and materials. Public Relations: In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media. 6. In-House or Out on the Town Advertising: If youre working at an ad agency, your main contacts are your co-workers and the agencys clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then youll also interact with media sales people. Public Relations: You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. Youre in constant touch with your contacts at the print publications and broadcast media. 7. Target Audience or Hooked Editor Advertising: Youre looking for your target audience and advertising accordingly. Public Relations: You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event. 8. Limited or Unlimited Contact Advertising: Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all. Public Relations: In public relation