高中英語Unit5Insideadvertising背景知識新人教版選修9

Unit5InsideadvertisingTeachingResourcesSection2:BackgroundinformationforUnitadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinbetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardstheirproduct.Thesemay

5Insideordertoinclude:Repetition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto"getonthebandwagon."Testimonials:Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth."Threeoutoffourdentistsrecommend..."Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyand●●

withoutlongconsideration,someadvertisershopetomakerapidsales:"Buynow,beforethey'reallgone!"Appealtoemotion:Varioustechniquesrelatingtomanipulatingemotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovokeanemotionalreaction(whichareusuallyforassociativepurposes,ortorelaxorexcitetheviewer),threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking,appealtoflattery,andappealtoridicule.Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts,suchasalarmsystemsoranti-bacterialspray,whichclaimprotectionfromanoutsidesource.Emotionalappealsarebecomingincreasinglypopularinthehealthindustry,withlargecompanieslike24HourFitnessbecomingincreasinglyadeptatutilizingapotentialcustomersfeartosellmemberships;sellingnotnecessarilytheactualgym,butthedreamofanewbody.Finally,appealstospiteareoftenusedinadvertisingaimedatyoungerdemographics.Association:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadvertising,picturesquelandscapesandotheralluringimagesiscommon.Alsousedare"buzzwords"withdesiredassociations.Onalargescale,thisiscalledbranding.●Advertisingslogans:Thesecanemployavarietyoftechniques;evenashortphrasecanhaveextremelyheavy-handedtechnique.Controversy,asintheBenettonpublicitycampaign.●Guerillaadvertising:Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto,buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.●Subliminalmessages:Itwasfearedthatsomeadvertisementswouldpresenthiddenmessages,forexamplethroughbriefflashedmessagesorthesoundtrack,thatwouldhaveahypnoticeffectonviewers('Mustbuycar.Mustbuycar.')Thenotionthattechniquesofhypnosisareusedbyadvertisersisnowgenerallydiscredited,thoughsubliminalsexualmessagesareextremelycommon,rangingfromcarmodelswithSXprefixestosuggestivepositioningofobjectsinmagazineadsandbillboards.2．AdvertisingResearchTipsPerceptualMapping--DecidingWhatImagetoProjectBeforeyouembarkonanimageadvertisingcampaign,youneedtoknowthetypeofimageyouwishtoconvey.Quick&DirtyResearchTechniques-Part1Measuringthecosteffectivenessofadvertisingpromotions.Quick&DirtyResearchTechniques-Part2Price-pointtesting.Danger--ComparativeAdvertisingIncludingYourCompetitors'NamesinYourAdvertisingCanBeCounterproductive.TheRoleofFocusGroupsinAdvertisingFocusgroupsareagreattoolforadvertisingresearch,buttheyshouldnotbeusedtotheexclusionofquantitativeresearch.HowResearchCanDrivetheAdvertisingMediumsYouUseTochoosetherightadvertisingmedium,youneedtoknowwhoyourcustomersandtargetcustomersare.AllocatingAdvertisingDollarsforAdvertisingResearchHowmuchshouldyouallocatetomeasurethecommunicationseffectivenessofyourads?IsYourAdvertisingWorkingasHardasitCould?Increasesalesandspeedupthe"advertisementperfection"processthroughadvertisingtesting.3．AdvertisingtipsBelowaresometipstoconsiderwhenyouwouldliketouseadvertisements:Thinkoutsidethesquare-thereareavarietyofwaystogettheattentionofyouraudiencebystandard(egpressad)andcreative(egspruikinginRundleMall)means.●Whenconsideringyouradvertisingoptionsputyourselfintheshoesofyouraudience.Forexampleifyouwanttoreachtheattentionofmales18plusduringJuneyoucouldlookatrunningadson5AAduringtheKG&CornessegmentandfurthersupportthisbyplacingadsintheSportssectionofSaturday'sAdvertiser.Forwardplanningiscritical.Tosecurethebestavailablespotsonradioorinpress,bookingaheadisessential.Consideryourreturnoninvestment-toeffectivelygetyouradvertisingmessagetoyouraudienceyoumayneedtoplaceaseriesofadsacrossavarietyofmedia.Placingasolitaryadinthenewspapermaynotelicitastrongresponse.●Keepyourmessagesimpleandensureyourcalltoactionisclear.Whatisthemostimportantpartyou'dlikeyouraudiencetoreadorhearandhowwouldyoulikethemtorespond?Thisshouldformthebasisofyourad/sintermsofcontent,lookandfeel.Whenyouareabouttoembarkonanadvertisingcampaign,takenoteofadsthatappealtoyouorencouragepeoplewhoarerepresentativeofyouraudiencetoprovideyouwithfeedbackaboutthetypeofadvertisingtheywouldfindmosteffective...thelookandfeelofanadcanbejustasimportantasthemessageitself.4.MarketingstrategiesStrategyservesasthefoundationofamarketingplan.Amarketingplancontainsalistofspecificactionsrequiredtosuccessfullyimplementaspecificmarketingstrategy.Anexampleofmarketingstrategyisasfollows:"Usealowcostproducttoattractconsumers.Onceourorganization,viaourlowcostproduct,hasestablishedarelationshipwithconsumers,ourorganizationwillselladditional,higher-marginproductsandservicesthatenhancetheconsumer'sinteractionwiththelow-costproductorservice."Astrategyisdifferentthanatactic.Whileitispossibletowriteatacticalmarketingplanwithoutasound,well-consideredstrategy,itisnotrecommended.Withoutasoundmarketingstrategy,amarketingplanhasnofoundation.Marketingstrategiesserveasthefundamentalunderpinningofmarketingplansdesignedtoreachmarketingobjectiv