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北京汇佳职业学院毕业论文Function of the Advertising in the Goods Sales (三号times new roman)系 别: _ 英 语 系_专 业：_商 务 英 语_班 级：_07级 2 班_学 生 姓 名：_ _指导老师姓名：_ 林 郦 _论文完成日期：2010 年_5_月_30_日(此处为4号宋体,1.5倍行距)Function of the Advertising in the Goods Sales(2号字选黑)(标题居中)你的名字(三号楷体)【Abstract】 The advertising becomes more important because of the care and feedback from consumers during marketing promotion, or called the goods sales. So, all the advertisers would like their advertisings to be trendy and competitive. Its important that how to certain the function of the advertising in the goods sales and set up the creative and persuasive advertising. In this thesis, we will study how to improve the sales by taking advantage of the function of advertising from the advertising promotional means of P&G.(小四号字)(空一行)【摘要】：在商品推广中，也可以说是商品销售中，因广告得到买家关注和反馈而变得十分重要，所以广告主希望自己的广告示新潮具有竞争力的。如何把握广告在商品销售中的作用，从而制定具有创意并具有说服力的广告，便十分重要。在这篇论文中，从宝洁的广告促销手段方面着手，谈及广告如何在商品销售中发挥作用，提高销售额。(五号宋体)Outline(小四号字加粗)1. Introduction2. The function of the modern advertising (小四号字加粗)2.1 Spreading product information(小四号字)2.2 Leading consuming behavior2.2.1 Stirring desire to purchase2.2.2 Promoting the goods sales2.2.3 Establishing the enterprise image2.2.4 Perfecting the management(空一行)3. The relation between the advertising and the consumers (小四号字加粗)3.1 Attracting the attention3.2 Disseminating the goods information3.3 Emotional appealing3.4 Being persuading3.5 Guiding customers behavior3.6 Creating fashion(空一行)4. The advertising appealing strategy (小四号字加粗)4.1 Rational advertising appeal4.2 Emotional advertising appeal4.3 Rational & emotional appeal(空一行)5. The advertising strategic decision (小四号字加粗)5.1 Deciding the advertising target5.2 Deciding message content and originality5.3 Advertising effect5.4 Advertising marketing of P&G Advertising principles5.5 Advertising creative strategy(空一行)6. Conclusion (小四号字加粗)(文内均采用1.5倍行距)1. Introduction (四号字加粗)(空两格)The advertising is the aid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion of its products by a firm to its existing and potential customers. The good advertising copy which including product function, advantages of service, a target groups need, fancy and situation of market, would be on the basis of the products and their deep concept. On this base, the advertisers confirm the unique sell-point; make the weight-bearing point definite, then try its best to catch the buyers eyes by using word combination flexibly and laying out. (小四号字)2.The function of the modern advertising (四号字加粗)2.1 Spreading product information (小四号字加粗)The advertising can spread all kinds of information timely and enlarge the commodities sale market. The advertisements can propagate multifarious commercial information rapidly by modern spreading ways and wide spreading media. .2.2 leading consuming behavior (小四号字加粗)Advertising can lead and change the consumers concept effectively, guide the customer behavior and create new market demand. 2.2.1 Stirring desire to purchase Advertising does not make the consumers pay more attention to the goods and service, but help to stir the consumers demand and the urge on purchasing. .2.2.2 Promoting the goods salesUnder the market economy, the commodities which be produced by corporations will realize their value only passing through flowing field to consuming field. Advertising is .2.2.3 Establishing the enterprise imageAdvertising campaign is important to advance enterprise reputation, establish fine whole corporate image. Now that advertising can spread the commodities information, it also can enlarge the whole enterprise influence. (小四号字).2.2.4 Perfecting the managementAdvertising is one of the main ways for the enterprises in the market competition; it can help the modern corporate or servicing profession.3. The relation between advertising and consumersAdvertising is the one of main ways to the brand spreading, it spreads the brand information to the customers, makes up brand specific characters, and 3.1 Attracting the attentionAdvertising takes the consumers some shaky and attractive attention by original and unique way.3.2 Disseminating the goods informationAdvertising spreads the commodities and brand information to consumers so that form the goods even brand cognition and image to the consumers.3.3 Emotional appealingAdvertising moves the consumers heart by emotional appealing and leads sympathetic responses of emotion and interest so that the consumers produce reliance of the commodities or brand on the favorable impression.3.4 Being persuadingAdvertising affects the customers attitude gradually and persuades the consumers to change prime manner. .3.5 Guiding customers behaviorAdvertising can exaggerate the splendid outcome that is after consuming and buying, give the consumers obvious function of demonstration and guide the mass customer behavior.3.6 Creating fashionAdvertising always repeats the same message content and appeal by the totally same way, take the advantage of.4. The advertising appealing strategy (四号字加粗)Advertising appealing is the core content for the advertising; it is the reason that defines the consumers to buy. Advertising can focus on one appeal ever more.4.1 Rational advertising appealThe rational appeal of advertisement is one of the advertising forms which makes out logical judgment,.4.2 Emotional advertising appealThe emotional advertising appeal is an advertising form of expression that lure the consumer.4.3 Rational & emotional appealThis advertising appeal is that it includes talking about the reason to the consumers and emotions communication in campaign. 5. The advertising strategic decision5.1 Deciding the advertising target5.2 Deciding message content and originalityIn some degree, the advertisement is whether good or not .5.3 Advertising effectAdvertising effect is the comprehensive effect which is the influence of the advertising to his accepters and thank to the interpersonal propagation. .5.4 Advertising marketing of P&G Advertising principlesFor a long time, the success of the P&G is almost attributing to Rosser Reavess namely, the first duty of the advertising is transmitting messages, but 5.5 Advertising creative strategyThe outstanding advertising creative strategy can create a brand and also can make the brand win easily. P&G is the good example to all the multi-national corporations. .6. ConclusionThe advertising is a “life” which is always changing; the change and development are the fascination of the advertising.(文内均采用1.5倍行距.大标题四号字加粗小标题小四号字加粗正文小四号字,字体为Times News Roman) Bibliographies: 【1】 Contemporary Advertising written by Li Dongjin, (五号字)Beijing: Development Press of China, 2006【2】 Marketing: real people, real choice written by Michael R