广告英语课文

Unit 1 The Dimensions of Advertising 广告概述TextAdvertising 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 company’s 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 company’s advertising budget, can try to measure the success of their company’s 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 earlytimes. 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 media—radio 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 byan 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 today’s 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 it—that 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 pay—and unless the product is in distribution—the greatest advertising plan ever devised will absolutely fail and fail absolutely. In fact, effective advertising will spend the demise of an inadequate product. Effective advertisingstrategies can only come from effective marketing strategies. Good marketing is always the basis for good advertising.Follow-upAdditional reading. 补充阅读McCarthy’s four P’s 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 consumer‘s 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 C’s. These C’s 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 C’s 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 P’s, 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 textThe 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 forcommunicating. 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 doesn’t 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 advertisingDirect 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 Web has dramatically altered the traditional view of advertising and communication media. The Web provides an efficient channel for advertising, marketing, and even direct distribution of certain goods and information services.Each element of the communication mix should integrate with other tools of the communication mix so that a unified message is consistently reinforced. This new direction for marketing is called integrated marketing communication (IMC). Wheninvestigating how business-to business firms use and integrate the different marketing communication tool in the communication mix, from both a traditional and internet marketing communication perspective, we find that personal communication tools by which the companies can interact face-to-face with the customers such as personal selling and exhibitions were the most important tools. Regarding the Web as a communication tool, it was mainly used to inform the market, to demonstrate products, and to provide online material to the customers. In terms of integrated marketing, the companies seem to have little knowledge about it and how it can be used. In spite of that, they try to send out a consistent message to the customers.Unit 5 Integrated Marketing CommunicationsThe integrated marketing communications (IMC) approach is becoming so popular among marketers. But why is the IMC approach welcomed by most marketers? There are many reasons.The most fundamental reason is that marketers are recognizing the value of strategically integrating the various communication functions rather than having them operates autonomously. By coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among various communication tools, and develop more efficient and effective marketing communication programs. The movement towards IMC is also being driven by changes in ways companies market their products and services. There is an ongoing revolution that is changing the rules of marketing and the role of traditional media advertising. Important aspects of this revolution include: a shifting of marketing dollars from media advertising to other forms of promotion, a movement away from relying on advertising –focused approaches (which rely on mass media such as television and magazine) to solve communication problems, a shift in market place power from manufactures from manufactures to retailers, the rapid growth of database marketing, the demand for greater accountability from advertising agencies and the way they are compensated, and the rapid growth of the internet.The growth of the integrated marketing communications is very likely to continue as it is being driven by fundamental changes in the way companies market their products and services resulting from the revolution discussed above. Moreover, many marketers and advertising agencies recognize the importance of taking an IMC approach and are becoming advocates of integration. The move to integrated marketing communications also reflects an adaption by marketers to an changing environment, particularly with respect to media use and buying shopping patterns. The continued fragmentation of media markets and rapid growth of interactive media and online services are also creating new ways to reach consumers. While IMC will continue to have its critics and many undergo some changes, it is very unlikely that we will see a return to the traditional system where advertising in mass dominates and advertising and other forms of promotion function autonomously.Additional readingAdvertisers or clients are the key participants. It is their product orservices that is being offered and that must be marketed. The advertiser is responsible or all marketing aspects, and will ultimately have the final say regarding approval of the proposed promotional programs. It is the advertiser who ultimately pays the bills.The advertising agency is an external organization specializing in the creation, production and placement of the communications messages. They may also provide additional services designed to facilitate the marketing effort.Media organizations provide the advertiser with a channel for their communication. Media may include print, broadcast, outdoor, etc., and media organization attempt to provide the advertiser with the proper environment for the message.Marketing communication specialist organizations provide services in specific areas of marketing communications. They include direct response agencies, sales promotion agencies, public relation firms and interactive agencies.Collateral services participants are those who provide a wide range of support services including marketing services, package design firms, consultants, photographers, event sponsorship firms, and the like. Their function will vary in accordance with the needs of the promotional programs.Unit 6 Advertising ResearchPart two textResearch is the backbone of advertising and marketing. It provides the factual foundation for making intelligent marketing and advertising plans. People who develop advertising strategies, as well as those who create the advertisements—concepts,headline and slogans,layouts, and logos—use a variety of research techniques to prepare themselves for their tasks. They also use research to test strategies and different versions of a concept or approach. After the advertising campaign has run, research is used to evaluate success. Research is the thread that ties all the decision making together throughout the development of the marketing plan, campaign, and individual ad.Research is a more systematic way to acquire information and to gain an intelligent viewpoint. Although it is particularly useful for people who do not have 25 years’experience, it can also provide surprising information to experienced advertisers. Many corporate executives have discovered they were “running blind”before a systematic research effort was undertaken to answer a question or investigate a problem.Four areas are commonly addressed in strategic research; marketplace, consumer, corporate, and product research. One type of marketing research, called market research, is much more specific market. Consumer think, fell, decide, and behave.Intelligence about consumers is derived from two different types of research. Qualitative studies try to understand how and why people think and behave as they do. Usually the results are conveyed in word. Quantitative studies, on the other hand, amass great amounts of numerical data, such as exposures to ads, purchases,and other marketing-related events. The results are expressed in numbers. Most advertising planners, however, use both qualitative and quantitative information because they feel it is important to understand consumer behavior as well as to describe it.Additional readingPrimary research data can be collected through a number of research methods. For example, you might conduct a survey to find out how many people prefer two-ply toilet paper. The results would be expressed quantitatively as a number and as a percentage of the total. If you also reported the spontaneous comments, or verbatims, given to explain the preference, then you would be reporting qualitative data.Survey research. Several types of quantitative research are important in marketing and advertising. Survey research uses structured interview forms to ask large numbers of people the same questions. The questions can deal with personal characteristics, such as age, income, behavior, or attitudes. The people can be from an entire group, or population, or they can be a representative sample of a much larger group. Sampling uses a smaller number of people to represent the entire population.Experimental research.In experiments, researchers attempt to manipulate one (and sometimes more than one) important variable while controlling all the other variables that might affect the outcome. For example, an agency might want to know which of two commercials works better for a particular audience. People who represent that audience would be divided into equivalent group, and the first group would be shown one commercial while the second group would be shown the other. Both groups would then be questioned about whether they understood, liked, or were moved by the message. If the one important difference between the groups was the commercial, differences response could be used to estimate which of the two commercials was more effective.Direct observation.Direct observation is a type of field that takes researchers into a natural setting where they record the behavior of consumers. For example, you might be asked to do an aisle study in a supermarket. Your assignment would be to note how people buy a particular product or brand. Do they just grab a product and run? Do they compare price? Do they read the labels? How long do they spend making the decision? A pioneering study of the direct-observation technique concluded that direct observation has the advantage of revealing what people actually do, as distinguished from what people say. It can yield the correct answer hen fault memory desire to impress the interviewer, or simple inattention to details would cause an interview answer to be wrong. The biggest drawback to direct observation is that it shows what is happening, but not why. It is not very effective for evaluating attitudes and motives.Content analysis.Content analysis is a type of research that analyzes various dimensions of a message. In preparation for the development of a new advertising campaign, for example, the agency people might browse through magazines or listen to radio or television programs and code every advertisement by the competition. The print categories include such factors as size, use of color, type of layout,and type of headline. Television categories include length, number of scenes, use of music, types of shots, actors, characters, and product visuals. Content analysis can be used by advertising planner to suggest which message approaches have been most effective.In-depth interview. A common type of qualitative research is the in-depth, one-on-one interview. This technique is used to probe feelings, attitudes and behaviors such as decision making. Because such interviews are not qualitative, the responses can’t be projected to a large group of people. The insights, however, can be instructive about how a typical member of the target audiences views some research question.Focus groups. A focus group is another method used to structure qualitative research. This is like an in-depth interview, except that it involves a group rather than an individual. The objective is to stimulate people to talk about same topic with one another. The interviewer sets up a general topic and then lets conversation develop as group interaction takes over.Unit 7 Consumer BehaviorPart Two TextConsumer behavior is defined as “those acts of individuals directly involved in obtaining and using economic goods and services, including the decision process that precedes and determines these acts.”The studies on consumer behavior offer important insights useful to advertisers both in designating target groups as well as an understanding of consumer behavior in the marketplace. The discussion of the aspects of consumer behavior is based on the external environment and internal states that have an impact on consumer behavior.Many aspects of the consumer’s external environment impact on the manner in which he or she makes decisions in the marketplace. These influences can be classified as cultural and social. Cultural influences include those of the larger society, or those that emanate from subcultures.Culture is defined as a complex of tangible items (art, literature, building, furniture, clothing, and music) plus intangible concepts (knowledge, laws, morals, and customs) that define a group of people or a way of life. The concepts, values, and behavior that make up a culture are learned and passed down from one generation to the next. The boundaries that culture establishes for behavior are called norms. Norms are simple rules that we know intuitively and that specify or prohibit certain behaviors.Although certain basic values are said to permeate American culture—cleanliness, youthfulness, materialism, and nationalism—values are not static; they change as the culture changes. Advertising reflects the values of a society and the changes. For example, the emphasis lately on health and nutrition has been incorporated into the ad campaigns the cereal manufacturers, while responsible drinking behavior is seen in the ads for liquor companies.While culture is reflected in the beliefs and values of individuals, the behavior patterns produced by these factors tend to vary depending on the social structure within which they operate. These social structures are influenced by。