advertising 广告介绍.pptVIP

ADVERTISING Definition Types Media function Slogans examples Definition of advertising Advertising can be defined as nonpersonal commercial message to the public designed to inform both established and potential customers. Types of advertising Direct-action advertising(直接控制式广告) Institutional advertising(信誉广告) Primary-demand advertising(产品需求广告) Brand advertising(品牌广告) Comparative advertising(选择性广告) Advertising Media (广告手段) 1. Press Advertising 报刊广告 2. Television and radio Advertising 电视和无线电广告 3. Outdoor and Transport Advertising 露天广告和交通广告 4. Window and Point-of-Sale Display 橱窗和销售点陈列广告 5. Exhibition and Trade Fairs 展览会和商品交易会 6. Direct Mail Advertising 直接邮件广告 7. Cinema 电影广告 Television advertising--------------Dove德芙 Outdoor and Transport Advertising Cinema advertising FUNCTION(广告的功能) 1. Information （提供信息） 2. Persuasion （争取顾客） 3. Maintenance of Demand （保持需求） 4. Creating Mass Markets （扩大市场） 5. Quality （确保质量） Features of slogans（广告口号）and catch-phrases (广告语句) attractive --- catch the reader’s attention creative --- project an image persuasive有说服力的 --- urge the reader to act impressive --- produce an impact Examples Spend a dime, Save you time(电器广告) Never late on Father’s Day (礼品广告) Anything is possible. “一切皆有可能” （李宁服饰） No dream is too big.(高级轿车广告) To smoke or not to smoke, that is a question. (香烟广告) With a copy of The Globe in your hand, the world unfolds before you so grand. (《全球》杂志的广告语) A friend in need is a friend indeed. （速效救心丸广告） Give me a chance, and you’ll have a big surprise. “给我一个机会，还你一个惊喜” （嘉亨印务） Only fine medicinal herbs Make fine herbal medicines.中药材广告：“药材好，药才好。” Your everyday life is very busy, Our Long Card can make it easy. 建设银行龙卡的广告：“衣食住行，有龙则灵。” It gives you joy. It gives you fun. It gives you beauty. It gives you love. 为您提供美，为您提供乐，为您提供 爱，为您提供趣 。（《故事会》杂志广 告） A special cola. A Special Choice.非常可乐，非常选择（非常可乐饮料广告） She takes over the chores, So you can r