1、Advertising English The emergence of advertising is closely connected with the emergence of mass media The result has been a tremendous revolution in the shopping experience Because of widespread advertising,modern consumers enter a store with a wealth of information about alternative products,style
2、s,qualities,and prices This has changed the ways that firms market products In turn,the development of sophisticated advertising has altered structure of markets nature of firms Without advertising lack of information about products shopping is generally local and based upon visual comparison firms
3、can operate on a small scale as each competes for a small local market With advertising comparison shopping is considerably eased as consumers have better information about range of good on offer firms have an incentive to widen the range of goods they offer and to operate on a larger scale“Ask for
4、More.”pepsi.avi“Just do it.”NIKE“Fresh-up with Seven-up.”(Seven-up)“Communication unlimited.”(Motorola)“The Relentless Pursuit of Perfection.”(Lexus)Defining advertising and introducing the professionAdvertising:adverture advertise Around 1750,a citizen had advertised a reward for the discovery of a
5、 person who had stolen sixty guineas Once around the turn of the 20th century,Albert Lasker who is known among the advertisers as the father of modern advertising defined“advertising”as the“salesmanship in print,driven by a reason why”.Advertising is the nonpersonal communication of information,usua
6、lly paid for and usually persuasive in nature,about products(goods and services)or ideas by identified sponsors through various media.What is Advertising?DefinitionAdvertising is.nonpersonal communication of information,.about products(goods,services,and ideas).by identified sponsors.through various
7、 media.usually paid for.usually persuasive in nature.structured and composed.goods,services&ideas communicates with us through media:radioTVnewspaperoutdoorInternetWhat is Advertising?Types of MediaMassBillboardsNewspapers&MagazinesRadio&TVWhat is Advertising?Types of MediaAddressableMassBillboardsN
8、ewspapers&MagazinesRadio&TVDirect MailE-MailWhat is Advertising?Types of MediaInteractiveMassBillboardsNewspapers&MagazinesRadio&TVAddressableDirect MailE-MailKiosksWeb sitesWhat is Advertising?Types of MediaNontraditionalMassInteractiveBillboardsNewspapers&MagazinesRadio&TVAddressableDirect MailE-M
9、ailKiosksWeb SitesShopping CartsBlimpsTattoosWhat is Advertising?Types of MediaMassInteractiveNontraditionalBillboardsNewspapers&MagazinesRadio&TVAddressableDirect MailE-MailInteractiveKiosksWeb SitesNontraditionalShopping CartsBlimpsTattoosetc.Communication:Human Communication ProcessSourceEncoding
10、MessageChannelDecodingReceiverFeedback to bedecoded by a receiver source-formulates the idea encoding-concept made into message message-the idea to be sent channel-medium carrying message receiver-party who gets the message decoding-receiver interpretationSourceEncodingMessageChannelDecodingReceiver
11、FeedbackAdvertising Communication Model sponsor-legally responsible for the message author-individual who writes the adcopywriterart director creative group persona-imaginary spokesperson-the voice or tone of the ad or commercial(in-text spokesperson)“I”tell a story about myself to“you,”the imaginar
12、y audienceAutobiographyThird person tells a story about others to imagined audienceNarrativeCharacters act out events in front of imagined audienceDrama implied consumersaddressed in the ads persona,presumes an audience sponsorial consumersgatekeepers who decide if the ad will run or not actual cons
13、umersindividuals in the actual target audiencenoise complicates the communication process completes the cycle-verifying if the message was received in advertising,it can take many formsredeemed couponsphone/Internet inquiries/visitsstore visitsincreased salessurvey responsesRedeemed CouponsPhoneInqu
14、iriesIncreasedSalesSurveyResponsesFeedback and Interactivity target audiences geographic area medium function or purpose In advertising,the word“target audience”refers to a particular group of people that each advertisement aims to communicate.Consumer advertising is the advertising that typically a
15、imed or directed to consumers,people who buy the product or use the service for their own use as well as someone elses personal use.Business advertising or business-to-business advertising is the advertising that directed to people who buy or influence the purchase of goods and services used in vari
16、ous business situations local or retail advertising is the advertising used by businesses whose customers come from only one city or local trading area.regional advertising is the advertising for products sold in one area or region,but not the entire country.national advertising is the advertising t
17、hat aimed at customers in several regions of the country.international advertising This kind of advertising directed at foreign markets.Print advertising is presented in all kind of print media,such as newspaper,magazines,brochures and many more.broadcast advertising appears on broadcast or electron
18、ic media,radio,television,including websites.out-of home advertising Billboard on the expressway,advertising at the bus stops,and all kinds of outdoor advertising direct mail advertising sent through the traditional mail or by post,not including electronic mail product advertising aimed to promote t
19、he sales of goods and services nonproduct,corporate or institutional advertising aimed to sell ideas,to promote the organisations mission or philosophy rather than a specific product Commercial advertising aimed to promote products,services or ideas with the expectation of making a profit.noncommerc
20、ial advertising aimed at seeking donations,volunteer support or a change in consumer behaviour.It is used worldwide by governments,charitable or non-profit organisations,civic group,or religious organisation.action advertisement attempts to stimulate immediate action by the reader awareness advertis
21、ing attempts to build the image of the product or familiarity with the products name and package,which is the long-term goal.It influences the readers or the viewers to choose the particular brand the next time they shop.Factors:Faster modes of shipping;The growth of multinational corporations,Risin
22、g personal income levels worldwide;Falling trade barriers.1.economic impact Proponents:positive,stimulate demand for products and services,strengthen the economy;increase competition,so lead to lower prices.Opponents:wasteful,adds to the cost of goods;most encourage consumers to buy one brand rather
23、 than another.advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products.advertising creates a consumer culture in which buying exciting new products becomes the foundation of the societys values,pleasures,and goals.3.political imp
24、act Political advertising.In 1998,more than$467 million was spent on election campaigns in the United States.4.cultural impact encourage aggressive individualism.overriding cultural differences.World Leading Advertising Market(2000)1.USA.$147.1billion350billion 2.Japan$39.7billion 3.Germany 20.7bill
25、ion 4.UK.16.5billion 5.France 10.7billion Worldwide,$350 billion per year.Marlboro is the largest selling brand of cigarettes in the world.It is made by Philip Morris USA within the US,and by Philip Morris International outside the US.It is famous for its billboard advertisements and magazine ads of
26、 the Marlboro Man.The brand is named after Great Marlborough Street,the location of its original London Factory.Richmond,Virginia is now the location of the largest Marlboro cigarette manufacturing plant.Philip Morris,a London-based cigarette manufacturer,created a New York subsidiary in 1902 to sel
27、l several of its cigarette brands,including Marlboro.By 1924 they were advertising Marlboro as a womans cigarette based on the slogan Mild As May.The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market.At the end of the war,three bra
28、nds emerged that would establish firm holds on the cigarette market:Camel,Lucky Strike,and Chesterfield.These brands were supplied to US soldiers during the war,creating an instant market upon their return.During the 1950s Readers Digest magazine published a series of articles that linked smoking wi
29、th lung and other cancers.Philip Morris,and the other cigarette companies took notice and each began to market filtered cigarettes.The new Marlboro with a filtered end was launched in 1955.In the early 1960s Philip Morris invented Marlboro Country and distilled their manly imagery into the rugged co
30、wboys known as the Marlboro Men.The famous slogan used on radio and television during the mid-60s was,Come to where the flavor e to MARLBORO COUNTRY,backed by Elmer Bernsteins theme from The Magnificent Seven.In the USA,in order to comply with new regulations prescribed by the Food and Drug Administ
31、ration,Marlboro had until June 22,2010 to rebrand tobacco products marketed as Lights,Ultra-Lights,Medium,Mild,or any similar designation that yields an impression that some tobacco products are comparatively safe.identifies products&differentiates them from others communicates product features&avai
32、lability induces trial&repurchase stimulates product distribution increases product use builds brand value,preference&loyalty lowers overall costs as sales increase A.True or false 1.Advertising can be defined as an economic and social process.2.One of the functions of advertising is to lower the ov
33、erall cost of sales.3.information advertising and persuasive advertising are two basic types of advertising.4.In order to increase the sales of a product or services,advertisers should do their best to attract as many people as possible when designing their campaign.5.Advertisements appear on variou
34、s media such as newspaper,magazines,television,radio and posters 1.Which of the following four statements is correct?A.Advertising is usually informative in nature.B.Advertising is usually free.C.Advertising has no identifiable sponsor.D.Advertising is nonpersonal communication.2.Advertising message
35、s typically use one of,or a blend of,the following three literary forms,which are_.A.comedy,drama,and nonfiction B.mystery,romance,and nonfiction C.demonstrative,narrative,and human-interest D.Narrative,autobiography,and drama.How does advertising differ from public relations?What companies can you think of that are engaged in marketing warfare?Do you think consumers save money at stores that do no advertise?How do you believe advertising affects society in general?
