商务英语写作-广告宣传活动商务英语词汇

1、商务英语写作 广告宣扬活动商务英语词汇英：Advertising is a paid-form of presentation or promotion of goods and services.It is non-personal in nature, and the promoter must be identified. Advertisings role is to create a positive image of a product or service by influencing the behavior of target customers. When setting

2、up an advertising campaign, you must make a choice on: Form National: advertising a copyrighted product or service across the national footprint. Identifies brand name and emphasizes national presence. Retail: advertising by outlet emphasizing image and variety. Direct ： advertising directly to cust

3、omers to avoid middlemen and response: delivery costs. Advocacy: public communication that uses a perspective on a recognized controversial issue. Style Humorous: light-hearted. Comparative: compares one product to another, highlighting strengths and benefits over a competing product. Emotional: cre

4、ates a mood, arouses feelings, tries to meet psychological needs. Lifestyle: associates brand/product/service with the way people live and work. Testimonial: affidavit of support by a customer or celebrity. Reason why: touts the benefit and necessity of a product to avoid adverse situations. Slice o

5、f life: typically focuses on an average family and everyday or common setting. Media Television: most expensive, audio-visual impact, reaches a mass audience, viewer easily and effectively targeted based on well-known demographics. Newspaper: most widely used medium, rapid and flexible coverage, ads

6、 easily changed, less expensive than television. Short attention span, poor reproduction quality, usually no color, not easily targeted. Direct mail: less expensive than TV or newspaper but higher advance costs, audience easily selected, demographics of percentage of serious recipients can be predic

7、ted in advance. Radio: fairly inexpensive, mass audience, audiences are largely segmented and easily targeted. Only audio, brevity doesnt allow for educating viewers about complex products, audience less attentive. Magazine: relatively inexpensive, huge variety provides a high level of market segmen

8、tation, lots of space for detailed product information, excellent graphical reproduction, long life span, repeat exposure to multiple readers. Not quickly modifiable, long lead time before printing, no guarantee of placement within the magazine. Outdoor: inexpensive, little competition for customer

9、attention, high repeat exposure. Limited information, little control over target audience. Internet: potential mass audience, but no control and little targeting capability. Difficult to control reader s attention, some delivery problems. 中：广告是一种有偿的产品和服务推介或促销形式；一般不是个人行为, 做广告者的身份必需在广告中显示出来；广告的作 用是通过为

10、一种产品或一项服务制造一个正面积极的形象来影响目 标消费者的行为；要进行广告宣扬活动,第一选定以下项目；形式全国：在全国范畴内广告宣扬受版权爱护的产品或服务；标明品牌名称,并强调全国性；零售：通过经销商来做广告,强调产品的形象及种类；直接反应广告：直接向消费者宣扬从而防止中介和支出运 送费用；辩护：就公认有争议的话题的一个方面,进行公开辩护和 鼓吹；风格 幽默：轻松自然；对比：把某产品与其他产品相比较, 重点突出所宣扬产品 的优势和特点 感情颜色： 制造一种心情, 唤起人们的情感, 尽量去满意 人们的某种心理需要；生活方式：使品牌 / 产品/ 服务与人们的生活和工作的方式 联系起来；举荐： 消

11、费者或名流的强力举荐；广而告之的缘由：以宣扬产品优点及其必不行缺之重要性 来招揽顾客,防止陷入不利的局势之中；贴近生活：一般环境之中；传播媒介主要是把焦点集中在一般家庭、日常生活或电视： 花费最高,有视觉听觉冲击,吸引大量观众；由于更直观,更形象,电视广告更简单更有效地被关注；报纸：最被广泛运用的媒介, 快速和敏捷的报导, 广告易 更换,花费比电视广告低廉,但受到关注的时间短暂,重现的机会 小,它们通常不是彩色的,不简单受到关注；直接邮寄： 花费比电视及报纸少, 但预支费用较高, 目标 对象较易被选上,可以事先猜测受众所占的比例；广播：花费相当少,有大量的听众,听众较分散,并且容 易被锁定；但广播广告只是一种对听觉的刺激,其简洁明白 的要求 难以制作复杂产品的广告,听众在收听时不会全神贯注；杂志：费用相对低廉, 杂志分类的繁多供应了一个高标准 的市场分割, 有大量的空间介绍有关产品的详尽信息,可以通过美丽 的图表宣扬产品, 宣扬成效长期, 可以对不同读者进行重复宣扬；由 于