高中英语人教新课标版选修9：Unit5 Inside advertising 背景知识

Unit5InsideadvertisingTeachingResourcesSection2:BackgroundinformationforUnit5Insideadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinordertobetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardstheirproduct.Thesemayinclude:●Repetition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.●Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto"getonthebandwagon."●Testimonials:Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth."Threeoutoffourdentistsrecommend..."Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration,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．AdvertisingResearchTips●PerceptualMapping--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.Marketingstrategiesserveasthefundamentalunderpinningofmarketingplansdesignedtoreachmarketingobjectives.Itisimportantthattheseobjectiveshavemeasurableresults.Agoodmarketingstrategyshouldintegrateanorganization’smarketinggoals,policies,andactionsequences(tactics)intoacohesivewhole.Theobjectiveofamarketingstrategyistoprovideafoundationfromwhichatacticalplanisdeveloped.Thisallowstheorganizationtocarryoutitsmissioneffectivelyandefficiently.Marketingstrategiesarepartiallyderivedfrombroadercorporatestrategies,corporatemissions,andcorporategoals.Theyshouldflowfromthefirm'smissionstatement.Theyarealsoinfluencedbyarangeofmicroenvironmentalfactors.Marketingstrategiesaredynamicandinteractive.Theyarepartiallyplannedandpartiallyunplanned.