广告英语期末复习资料

Unit1 The Dimensions of Advertising

1. There are two basic types of advertising, informative advertising and persuasive advertising.

2. sponsored events

Unit2 The Evolution of Advertising

1. The history of advertising falls into four eras.

2. "Soft-sell" advertising creates images through a slow accumulation of positive messages than "hard-sell" approach.

3. AAAA(American Association of Advertising Agencies)

brand equity

Unit 3 Advertising &Marketing Process

1.marketing mix

Unit 4 Marketing Communication Tool

1. The fellowing are important for advertising success:

High primary demand trend;

Chance for significant product differentiation;

Hidden qualities highly important to consumer;

Opportunity to use strong emotional appeals;

Substantial budgets to support advertising.

2.cents-off promotion

Unit6 advertising research

1. Research is the backbone of advertising and marketing.

2. Four areas are commonly addressed in strategic research: marketplace, consumer, corporate, product research.

Unit7 Consumer behavior

1. Those acts of individuals directly involved in obtaining and using economic goods and services, including the decision process that precedes and determines these acts.

2. The concepts, values, and behavior that make up a culture are learned and passed down from one generation to the next.

Unit8 Advertising Strategy & Planning

1. Marketing plan describes how all the elements——product,pricing,distribution,and promotion——should be employed to maximize the impact of the total effort.

2. In many respects marketing resembles a war, and the marketplace a battleground.

3. creative platform

Advertising slogan

Say it with flowers.

We lead．others copy.

Buy one，Get one free.

Down with blood sugar. Up with your life.

Double delicious. Double your pleasure.

Careless talk costs lives.

Hero Meets Hero.

A friend in need is a friend indeed.

Eye it. try it. buy it.

Where there is a way, there is a Toyota.

Where here's a will, there's a way.

Good to the last drop.

Unit 9 Creative Strategy

1. The creative strategy state ment is essentially an extension and elaboration of a brand’s marketing strategy principles into the brand’s advertising or creative area.

2. The fellowing kinds of ideas will ordinarily appear in a creative strategy:

A concise statement of the principal benefit offered by the product ;

A statement of the principal characteristics of the product which makes it possible to claim this benefit ;

A statement of the character or personality which is to be built for the product and which will be reflected in the mood, tone, and overall atmosphere of the advertising;

A statement of what the product is how to use it .

3.celebrity endorsement ad

Unit10 Advertising Execution

1. The arrangement of an ad’s physical elements—visuals, text, etc—is called the format.

2. major selling idea

action

desire

conviction

comprehension

awareness

Advertising pyramid Copywriter’s pyramid

Unit11 Advertising Media

1. Major media decisions in advertising are that relate to media selection and media scheduling.

2. A number of quantitative criteria are available for evaluating the media plan.

These include cost per thousand, reach, frequency, impressions, and gross rating points.

3.digital media

Unit12 Public Relations

1. Counteracting negative publicity is the damage control function.