Unit-3-Advertising(ppt文档).ppt

Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.AdvertisingChapter 2Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Quotation Advertising is the greatest art form of the twentieth century.-Marshall AcLuhan (Canadian author)Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Art Forms PaintingSculpturePhotographyMusicLiteratureComputer animationLaser imageryhologramsDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.AdvertisingAdvertising is non-personal communication of information paid for by an identified sponsor such as an individual or an organization.Modes of advertising television magazines internet radio videos posters cinema catalogues direct mailsDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.AdvertisementspProduct advertisingpCorporate advertising Do you know the difference?Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Product advertisingCorporate advertisingpProduct advertising is an important part of the,marketing mix.Its aim is to increase sales by making a product or service known to a wider audience.pCorporate advertising is not directly concerned with increasing sales of a particular product or service,but more with the brand image,or picture,a company wants to present to the public.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Product InfluencesProduct advertising restrictionsNational consumer protection regulationsSpecial rules in certain markets reflecting local cultural values.Advertisers responsesAdaptationCorporate image advertisingSports sponsorshipsInnovationProduct placementDiversificationDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Worldwide Advertising Spending 2002SOURCE:“Toop Global Ad Markets,”AdAge Global Web site,http:/,accesses January 3,2003.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.AdvertisementsDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Criteria for evaluating adsColorVisual appealDramaHumorClarityBeautyGlamourReal-lifeDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.ListeningListen to four people describing their favorite advertisements.List and make notes.Product Reasons for liking the advertisementsDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.ProductReasons for liking the advertisementA carIts colorful,I like the music and its chaoticLevis StraussA very good-looking boy a great tuneRenault ClioIt was a funny ad.It just appealed to my sense of funDairy Box(chocolate)I just felt I had to have those chocolate and I went out and bought them.It was immediate response to an advertDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.DiscussionGood and bad advertisementsDo you think that the advertising practices described below are acceptable?Using children in advertisementsUsing film stars in advertisementsPromoting alcohol on TVComparing your products to your competitors productsAn image flashed onto a screen very quickly so that people are affected without noticing it.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Vocabulary AdvertisingMediaMethodsVerbsRadioJinglesPersuadeDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Vocabulary AdvertisingMediaMethodsVerbsRadioDirectoriesExhibitionPressMailshotsPublic transportBillboard/holdingsPostersWord-of-mouthCinemaLeafletstelevisionJinglesCommercialsPoint-of-saleEndorsementSlogansSponsorshipFree samplesPersuadeRunTargetPublicisePromotePlaceLaunchResearchsponsorDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Reading:Outdoor advertising1.Outdoor Advertising Billboards transport street Furniture bus shelters public toilets Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Numbers in the reading$18 billion,annual value of the world outdoor advertising market.6%,percentage of the worlds annual advertising spend accounted for by outdoor advertising30-second,the length of a prime-time TV slot60,000,the cost of a 30-second prime-time TV slot$100,000,the dollar equivalent of 60,00090,the cost of placing an ad on a bus shelter for two weeks20%,percentage of outdoor advertising accounted for by street furniture in Europe5%,percentage of outdoor advertising accounted for by street furniture in AmericaDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Listening Do you the following words?Marmalade -the jam made from oranges tie-up -link retail outlet -retail shops through which the products are sold targeting -to aim as a target advert -informal(British)advertisement Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Advertising campaign of SuchardTwo reason of successful advertising campaign 1)cost-effectiveness the key thing that made it successful was the amount of money we spent very little money-and in terms of sales results,as a percentage of the amount of money we spent,it was a huge success 2)targeting and increased sales we have a very good match between the types of people who we knew bought marmalade and the types of people who we knew through research listened to that radio station.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Target consumers:older people(marmalade)children(cheese spread)Advertising media:radio(marmalade)TV(cheese spread)Who are our Who are our customers?customers?Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.The reason why advertising is not a waste of moneyAdvertising helps to keep a product at the front of consumers minds so they are more likely to select it,rather than a competitors product,when they go shopping.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Language reviewAn advertisement for the new Ford PumaDo exercises A/CDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Presentation skillsIntroducing yourselfIntroducing the topicGiving background informationInviting questionsHaving fun Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Formal and informal presentationFormal presentation-less personal style -more formal vocabulary and sentence structure -more structured approachInformal presentation -friendlier style -informal vocabulary and sentence structure -more flexible approach Developed by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Starting presentationAssignment1.Your company is developing a small car aimed at women.Audience:a group of car dealers2.Your bank wished to encourage young people to save money.Audience:a group of students3.Your firm has produced a new lamp which has unique features Audience:a group of buyers at a trade fairDeveloped by Cool Pictures&MultiMedia PresentationsCopyright 2004 by South-Western,a division of Thomson Learning.All rights reserved.Case studyFactors needed in preparing a campaign proposal -product/service -USP(Unique Selling Points)-target market -company -corporate image -geographical market -advertising budget -campaign purpose -target media