经典广告英文翻译PPT格式共80页
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Identify target audience
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points
(GRPs)
Source: Hollensen, Global marketing, 4e, 2019.
Advertising effects pyramid
Standardization vs. adaptation
Bye Helmets
Yoga training ads
Hubba Bubba
芝加哥地下走廊天花板贴纸
“Our potatoes are grown closer than you ma y think.”
Battery
Planted ads
Concept and feature
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, and an ad should be
Google logo…
Sloven
China
Apple
Standardized products all over the world
Standardized promotion all over the world
Apple: Reasons for standardization
Culture, language
• Literacy level, verbal/non verbal language, etc. • Symbols, colors, numbers, etc. • National humor
Advertising arrangement
• Local advertising style • Restrictions (object, arrangement)
standardized advertising throughout its markets
Nestle Nespresso
Same advertising and product positioning worldwide
French
German
Factors influencing the communication situation
Promotion tools
Personal selling
Advertising
Public relations
Direct
Sales
marketing promotion
Source: Hollensen, Global marketing, 4e, 2019.
The codfish lays a million eggs The helpful hen lays one The codfish makes no fuss of its achievement The hen boasts what she has done We forget the gentle codfish The hen we eulogize Which teaches us this lesson That it pays to advertise
Language differences Economic differences Sociocultural differences Legal/regulatory differences Competitive differences
Source: Hollensen, Global marketing, 4e, 2019.
Promotion • Target group: educated, global customer • Demand independent of cultures, languages, values
Product • Common technical standards in target markets
Main media types
Television Radio
Newspapers
Magazines Cinema Outdoor
Source: Hollensen, Global marketing, 4e, 2019.
The major international advertising decisions
Objectives setting Budget decisions Message decisions Media decisions
Agency selection Advertising evaluation
Source: Hollensen, Global marketing, 4e, 2019.
1. informative 2. eye-catching 3. raise the desire to purchase.
In other words, a good ad should be
attractive --- catch the reader’s attention (吸引力 )
Media conditions
• Media infrastructure • Media habits • Media costs
Gillette For Women Venus
Why use an identical global message for Greece, Germany, and the U.S.?
Price • Positioned in middle to upper income markets – sufficient money available
Place • Target markets provide the same highly developed distribution infrastructure
Media decisions
Momentum
Reach
Frequency
Gross Media mix rating points
(GRPs)
Source: Hollensen, Global marketing, 4e, 2019.
Advertising effects pyramid
Standardization vs. adaptation
Bye Helmets
Yoga training ads
Hubba Bubba
芝加哥地下走廊天花板贴纸
“Our potatoes are grown closer than you ma y think.”
Battery
Planted ads
Concept and feature
Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, and an ad should be
Google logo…
Sloven
China
Apple
Standardized products all over the world
Standardized promotion all over the world
Apple: Reasons for standardization
Culture, language
• Literacy level, verbal/non verbal language, etc. • Symbols, colors, numbers, etc. • National humor
Advertising arrangement
• Local advertising style • Restrictions (object, arrangement)
standardized advertising throughout its markets
Nestle Nespresso
Same advertising and product positioning worldwide
French
German
Factors influencing the communication situation
Promotion tools
Personal selling
Advertising
Public relations
Direct
Sales
marketing promotion
Source: Hollensen, Global marketing, 4e, 2019.
The codfish lays a million eggs The helpful hen lays one The codfish makes no fuss of its achievement The hen boasts what she has done We forget the gentle codfish The hen we eulogize Which teaches us this lesson That it pays to advertise
Language differences Economic differences Sociocultural differences Legal/regulatory differences Competitive differences
Source: Hollensen, Global marketing, 4e, 2019.
Promotion • Target group: educated, global customer • Demand independent of cultures, languages, values
Product • Common technical standards in target markets
Main media types
Television Radio
Newspapers
Magazines Cinema Outdoor
Source: Hollensen, Global marketing, 4e, 2019.
The major international advertising decisions