Unit_9广告促销.pptVIP

Unit 9 Advertising and Promotion;Advertising is any form of oral or visual non-personal presentation of a particular product or service to groups of consumers with the intention of inducing them to buy. 广告是促使消费者群体购买某种产品或服务而对之进行的任何口头或视觉的公开介绍形式。 ;Basically, there are two types of advertising. They are product advertising and institutional advertising. Product advertising informs the consumers about the product and induces them to try it. While institutional advertising is geared towards creating customer goodwill towards the company. The objective of such advertisements is to achieve long term effects rather than to generate an immediate increase in sales. Institutional advertising is usually conducted by big companies. ;有两种基本的广告形式：产品广告和企业形象广告。产品广告是把产品介绍给消费者，促使他们试用该产品。而企业形象广告可使用户对公司产生好感和信任。其目标是取得长远效果而不是立即提高销售额。企业形象广告通常被大公司采用。;Generally speaking, there are four major types of advertising media. They are television, newspapers, magazines, and radio. Firms can also advertise their products using less obvious forms of advertising but which can be highly effective. These forms of advertising may include packaging, company vehicles, bill boards, free gifts, leaflets, clothing, etc. ;一般说来，有四种主要的广告媒体：电视、报纸、杂志和电台。企业还用不太明显、但高度有效的广告形式为产品做广告。这些广告形式包括包装、公司车辆、广告牌、免费礼品、传单和衣物等 ;The overall objective of advertising is to increase the sales and profits of the company. If a company does not get involved in some form of advertising, it will lose sales and its market share because all its competitors are advertising. ;Advertising has, therefore, become a necessary part of the company’s marketing activities. And it is important to understand some of the more specific examples of the purposes of advertising .These include: ; 广告总的目的是提高产品销量和公司利润。如果公司不进行某种形式的广告，就会失去销量和市场份额，因为它的所有竞争对手都在做广告。因此，广告已成为公司营销活动的一个必不可少的部分。更多地了解为什么做广告的某些具体原因是很重要的。这些原因包括： ;supporting personal selling programmes so that the salesmen will have easier access to the consumers; improving channel members’ relationships