商务英语之advertising.

advertisingAdvertisingMedia1.PressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.Cinemafunction1.Information2.Persuasion3.MaintenanceofDemand4.CreatingMassMarkets5.QualityWit&WisdomfromLeoBurnett有趣却毫无销售力的广告，只是在原地踏步；但是有销售力却无趣的广告，却令人憎恶。Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.我们希望消费者说：“这真是个好产品”而不是说：“这真是个好广告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’对生活抱持全面性的好奇，仍是伟大创意人员成功的秘诀。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.企划广告时，就该想到如何销售。Planthesalewhenyouplanthead.广告如此这般告诉人们：“如此产品，给你如此的好处，到此处你就能找到它”。Advertisingsaystopeople,‘Here’swhatwehavegot.Here’swhatitwilldoforyou.Here’howtogetit.’Environment&SWOTAnalysisRolesfordifferentdisciplinesTasksforMarketingCommunicationMarketingdecisions/DirectionsBriefingMarketingAimRoleofAdvertisingBrandDefinitionTargetMarketingCompetitionWherearewegoingButtonSupportWherearewenowThat’sall.Thankyouforlistening!黄晶01210804ID:20080090