广告英语课文.doc

Unit 1 The Dimensions of Advertising 广告概述Text Advertising is any of various methods used by a company to increase the sales of its products or services or to promote a brand name. Advertising is also used by organizations or individuals to communicate an idea or image, to recruit staff, to publicize an event, or to locate an item or commodity.Product advertising can be seen by economists as either beneficial (since it provides information about a product and so brings the market closer to a state of perfect competition) or as a hindrance to perfect competition, since it attempts to make imaginary distinctions (such as greater sex appeal) between more or less similar products. Specialized advertising agencies often handle the advertising of a companys products, services, or corporate brand, although some aspects may be dealt with within the company (in-house). There are two basic types of advertising, informative advertising and persuasive advertising. The effectiveness of advertising is hard to measure. Marketing departments, which often take responsibility for a companys advertising budget, can try to measure the success of their companys advertising through market research.Advertisers use a variety of media such as newspapers and magazines, television and radio, and posters. In newspapers and magazines, classified advertisements are small advertisements of only a few lines of print without any illustration. They are often used by individuals or small companies. Display advertisements are larger advertisements, usually in boxes, which often carry a mixture of pictures and words. Larger companies often employ advertising agencies to devise an advertising campaign. The agency will usually undertake market research in preparation for the design of the advertisements to be used in the campaign. It will then book space and time on television, in newspapers, and so on for the advertisements.Not all advertisements are aimed at all people. To ensure that their advertisements will appeal to those most suited to their product; advertisers ensure that they have a target audience in mind when they design their campaign. People have been generally divided into different parts of many target audiences, ranging from wealthy professionals to students, the retired and the unemployed. This means that an advertiser can tailor their appeal according to the socio-economic background of their target audience.Additional readingThe advertising communication model is created to make us understand more about the advertising communication process. This process starts when one party, called the source, generates a thought, then encodes it as a message, and sends it through some channel to another party, called the receiver. The receiver must decode the message in order to understand it. Afterwards, the receiver responds to the original message by encoding the new idea and sends a new message back via a channel, or a medium. That new message represents feedback, which affects on the encoding stage of the new message by the source. Let us look at some important factors one by one.Source dimensions: In advertising, there are three kinds of person who are considered the sources. Firstly, it is the sponsor or the one who pays for the ad. Even though the sponsors pay for the advertising, the sponsors do not produce the message by themselves. It is the job of the author or the ones who are responsible in designing the messages, which could actually be a copywriter, an art director or mostly a group of advertising agency. These people are considered outside the text of the message. However, the author himself does not convey the messages to the audiences but the persona who is within the text of the message. The persona is the spokesperson, either real or imagined, who usually gives voice and appears in the advertising. Most of the personas are celebrities, as they have the ability to attract consumers. As a result, to the consumer, the one who is the source of the information is the persona.Message dimensions: Messages that are communicated in the advertising are various in terms of types. There are three main types included here in message dimensions. Autobiographical messages are those of “I” tell a story to “you”. For instance, in “Dove Shampoo” advertising, the woman as the persona (source) tells the imaginary audiences (consumers) about her personal experience in using “Dove Shampoo”. On the contrary, in narrative messages a third-person tells a story about the others to an imagined audience. In addition, the last type of message is drama, in which the characters act out events directly in front of an imagined audience. For example, the advertising if the “Detergent”, in which the son tries to wash the dirty spots out of his school uniform, as he is afraid being punished by his mother. And because of the effectiveness of the Detergent, the spot has already faded out when his mother checks his uniform.Receiver dimensions: In advertising, the receivers are multidimensional as well. Firstly, there is an implied consumer. Implied consumers are those particular groups of people imagined by the advertisers to be the audiences of the particular advertising. The second kind of receiver is sponsorial consumers. The sponsorial consumers are the gatekeepers or those who decide if the ad will be run or not. Thus, the first task of the advertising is to persuade the sponsor before the real customers. Lastly, there are actual consumers or audiences in the real world. In other words, actual consumers are people who really watch the advertising. People like all of us who are consuming advertising in everyday lives are considered actual consumers.Feedback is important in the advertising communication model because it verifies that the message was received and understood. Feedback can take many forms including, but not limited to, redeemed coupons, telephone inquiries, and real-time feedback.Unit 2 The Evolution of Advertising 广 告 历 史TextThe history of advertising falls into four eras, which are the ancient, period, the age of the print, the formative years, and modern advertising.The Ancient Period. Persuasive communication has been around since early times. Inscriptions on tablets, wall, and papyrus from ancient Babylonia, Egypt and Greece carry message listing available products and upcoming events. Because of widespread illiteracy before the age of print, most messages were actually delivered by criers who stood on street corners shouting the wares of the sponsor, Stores, and the merchandise they carried, were identified by signs. Information rather than persuasion was the objective of the early commercial message. The Age of Print. The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication mass communication, No longer restricted by the time required by a scribe to hand-letter, a single message advertising could now be mass produced. The availability of print media to a greater number of people increased the level of literacy, which, in turn, encouraged more businesses to advertise. In terms of media, the early printed advertisements included posters, handbill, and classified advertisements in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s. The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance and growth of advertising during this period resulted from a number of social and technological developments associated with the Industrial Revolution .By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to advertise their products. Ads had assumed a more complete informational and educational role. Copywriting had become a polished and reputable craft in the period. Modern advertising. By the beginning of the twentieth century, the advertising Industry had become a major force in marketing, and had achieved a significant level of respect and esteem. “Soft-sell” advertising creates images through a slow accumulation of positive messages than “hard-sell” approach. With the outbreak of World War I, the advertising industry offered its services to the Council of National Defense. Thus were born Public Service Announcements that relied in volunteer professionals and donated time and space. Advertising diminished drastically after the onset of the Great Depression in1929. Then the development of the major mediaradio and television has transformed advertising. In the 1960s, a revolution in advertising brought a resurgence of art, inspiration and intuition. As we approach the twenty-first century, advertising is in a stage of tremendous flux and is seeking new directions that will enhance both creativity and profitability. Follow-upModern advertising really began in the 1880s when new methods of manufacturing led to greatly increased output and decreased costs for the producers of consumer goods. Advances in packaging technology meant that products could be packaged at the plant rather than shipped to a wholesaler who traditionally broke bulk and put his own name on them. Moreover, the telegraph network was in place and the continent had been crisscrossed by a network of railroads, bringing its farthest reaches within the purview of the incipient consumer culture.Prior to the 1880s, the American marketing system had been characterized by an intricate set of wholesalers, jobbers, and other middlemen whose most function was to buy in large lots and sell in smaller ones. In this age, the wholesaler was king. But in the new era of the 1880s, the importance of the packaged goods manufacutrer greatly increased. What manufacturers could package at their own plant, they could brand. What they could brand, they could advertise. What they could distribute nationally, they could advertise nationally. This, Daniel A. Pope has written, “necessitated the growth of advertising agencies and dictated their activities” and also “tipped the balance in advertising from information (however specious much of it had been) to persuasion.” National advertisers provided the media and advertising agencies with a new set of clients whose standards of conduct were far higher than those preceding them.The most widely advertised consumer products through most of the nineteenth century had been patent medicines-nostrums for which their purveyors made extravagantly false claims. But the new companies, although not always innocent of misstatements, depended upon repeat-purchase behavior and thus upon building a bond of trust with the consumer. To do this, they had to eschew blatant falsehoods.Unit 3 Advertising & Marketing Process广告和营销过程Part two textIn todays marketing world, a business is generally doomed to failure if it dose not look at the product through the eyes of the consumer. Successful marketing starts with a product that is salable at a price that the right consumer would be willing to pay. Then, the marketer must get it to the marketplace where the consumer can buy it. The marketer must promote itthat is, advertise it to convince the consumer to buy it. A great deal of work goes into the planning, development and implementation of an overall marketing program before any form of advertising can even be considered. For example, the marketer has to find the answers to many questions concerning the marketing mix: Product: Is the product what the consumer wants? Dose it satisfy his needs? Is it better than competitive products? Dose it offer a competitive consumer benefit? Either real or emotional? Price: Is the product competitively priced where the consumer is willing to pay for it? Place: Is our product located in a place where it can be conveniently seen and purchased by the consumer? Promotion: Is the competitive benefit of our product persuasively communicated to the right consumer? As you can see, the promotion, in the form of the advertising, is only one part of the marketing program. It is important to note at this point that unless the product offers a competitive benefit at a price the consumer is willing to payand unless the product is in distributionthe greatest advertising plan ever devised will absolutely fail and fail absolutely. In fact, effective advertising will spend the demise of an inadequate product. Effective advertising strategies can only come from effective marketing strategies. Good marketing is always the basis for good advertising. Follow-upAdditional reading. 补充阅读 McCarthys four Ps look at marketing from the perspective of the marketer. It describes what variables marketers have to work with, and hense is sometimes refered to as a marketing management perspective. Robert Lauterborn claims that each of these variables should also be seen from a consumers perspective .This transformation is accomplished by converting Product into “customer solution”, Price into “cost to the customer”, Place into “convenience”, and promotion into “communication”. He calls these the four Cs. These Cs reflect a more client-oriented marketing philosophy. They provided useful reminders, for example, you need to bear in mind the convenience of the client when deciding where to offer a service. Some would argue that the marketing mix is too product-oriented, and that modern marketing should not focus on it. However, it dose provide a handy framework for marketing analysis. The Cs are also not nearly so memorable as the P-words, and marketing texts still tend to use the latter to describe the elements of the mix. Shortly after McCarthy developed the four Ps, Borden devised a model with twelve decision variables. They were product planning, pricing, branding, channels of distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding. Another set of marketing mix variables were developed by Albert Frey. In 1961, he classified the marketing variables into two categories: the offering, and process variables. The “offering” consists of the product, service, packaging, brand, and price. The “process” or “method” variables included advertising, promotion, sales promotion, personal selling, publicity, distribution channels, marketing research, strategy formation, and new product development. The marketing mix model is often expanded to include sub-mixes. For example, the promotion variable can be further decomposed into a promotional mix consisting of advertising, sales promotion, personal selling, publicity, direct marketing, andercover marketing, viral marketing, and e-marketing. Within the promotional mix, advertising can be further broken down into an “advertising media mix” that specifies how much emphasis is placed on television ads, radio ads, newspaper ads, internet ads, magazine ads, ect.Unit 4 Marketing Communication ToolsPart two text The communication element includes all marketing-related communications between the seller and the buyer. A variety of marketing communication tools comprise the communication mix. Personal communication includes personal contact with customers, which may be letters, memos, personal interviews, telephone conversations and email. Non-personal communication uses some medium as an intermediary for communicating. It includes advertising, direct marketing, certain public relations activities, collateral materials and sales promotion. Advertising is sometimes called mass or non-personal selling. Its usual purpose is to inform, persuade, and remind customers about particular products and services. Advertising works best with differentiated products like cosmetics, but it doesnt work efficiently for undifferentiated products like salt, sugar, other raw materials and commodities. The following are important for advertising success: high primary demand trend chance for significant product differentiation hidden qualities highly important to consumers opportunity to use strong emotional appeals substantial budgets to support advertising Direct marketing refers to the selling process that is like talking the store to the customer, for example, a mail-order house. It builds and maintains its own database of customers and uses a variety of media to communicate with those customers. Telemarketing is a direct marketing technique, where person-to-person phone contact makes the sale. Direct marketing has four distinctive characteristics: nonpublic, immediate, customized and interact, and is well suited to highly-targeted marketing efforts. Public Relations, such as publicity (news releases, media advisements, feature stories) and special events (open house, factory tours, and grand openings) are used to inform various audiences about the company and its products and build corporate credibility and image. Collateral materials include booklets, catalogs, brochures, film, sales kits and annual reports. Sales Promotion supplements the basic mechanisms of the marketing mix for short periods of time by stimulating channel members or prospective customers to some immediate, overt behavior, for example, trade deals, free samples, displays, contests, sweepstakes, and cents-off coupons.Additional reading.补充阅读 Marking communication is a systematic relationship between a business and its market. There are twelve different communication tools available to the marketer in total: personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of-sale and merchandising, the Internet, word of mouth and corporate identity. These communication tools constitute the marketing communication mix. For several years, the Internet and the We