商務英語寫作-廣告宣傳活動商務英語詞匯

1、商務英語寫作 廣告宣揚活動商務英語詞匯英：Advertising is a paid-form of presentation or promotion of goods and services.It is non-personal in nature, and the promoter must be identified. Advertisings role is to create a positive image of a product or service by influencing the behavior of target customers. When setting

2、up an advertising campaign, you must make a choice on: Form National: advertising a copyrighted product or service across the national footprint. Identifies brand name and emphasizes national presence. Retail: advertising by outlet emphasizing image and variety. Direct ： advertising directly to cust

3、omers to avoid middlemen and response: delivery costs. Advocacy: public communication that uses a perspective on a recognized controversial issue. Style Humorous: light-hearted. Comparative: compares one product to another, highlighting strengths and benefits over a competing product. Emotional: cre

4、ates a mood, arouses feelings, tries to meet psychological needs. Lifestyle: associates brand/product/service with the way people live and work. Testimonial: affidavit of support by a customer or celebrity. Reason why: touts the benefit and necessity of a product to avoid adverse situations. Slice o

5、f life: typically focuses on an average family and everyday or common setting. Media Television: most expensive, audio-visual impact, reaches a mass audience, viewer easily and effectively targeted based on well-known demographics. Newspaper: most widely used medium, rapid and flexible coverage, ads

6、 easily changed, less expensive than television. Short attention span, poor reproduction quality, usually no color, not easily targeted. Direct mail: less expensive than TV or newspaper but higher advance costs, audience easily selected, demographics of percentage of serious recipients can be predic

7、ted in advance. Radio: fairly inexpensive, mass audience, audiences are largely segmented and easily targeted. Only audio, brevity doesnt allow for educating viewers about complex products, audience less attentive. Magazine: relatively inexpensive, huge variety provides a high level of market segmen

8、tation, lots of space for detailed product information, excellent graphical reproduction, long life span, repeat exposure to multiple readers. Not quickly modifiable, long lead time before printing, no guarantee of placement within the magazine. Outdoor: inexpensive, little competition for customer

9、attention, high repeat exposure. Limited information, little control over target audience. Internet: potential mass audience, but no control and little targeting capability. Difficult to control reader s attention, some delivery problems. 中：廣告是一種有償?shù)漠a(chǎn)品和服務推介或促銷形式；一般不是個人行為, 做廣告者的身份必需在廣告中顯示出來；廣告的作 用是通過為

10、一種產(chǎn)品或一項服務制造一個正面積極的形象來影響目 標消費者的行為；要進行廣告宣揚活動,第一選定以下項目；形式全國：在全國范疇內(nèi)廣告宣揚受版權愛護的產(chǎn)品或服務；標明品牌名稱,并強調(diào)全國性；零售：通過經(jīng)銷商來做廣告,強調(diào)產(chǎn)品的形象及種類；直接反應廣告：直接向消費者宣揚從而防止中介和支出運 送費用；辯護：就公認有爭議的話題的一個方面,進行公開辯護和 鼓吹；風格 幽默：輕松自然；對比：把某產(chǎn)品與其他產(chǎn)品相比較, 重點突出所宣揚產(chǎn)品 的優(yōu)勢和特點 感情顏色： 制造一種心情, 喚起人們的情感, 盡量去滿意 人們的某種心理需要；生活方式：使品牌 / 產(chǎn)品/ 服務與人們的生活和工作的方式 聯(lián)系起來；舉薦： 消

11、費者或名流的強力舉薦；廣而告之的緣由：以宣揚產(chǎn)品優(yōu)點及其必不行缺之重要性 來招攬顧客,防止陷入不利的局勢之中；貼近生活：一般環(huán)境之中；傳播媒介主要是把焦點集中在一般家庭、日常生活或電視： 花費最高,有視覺聽覺沖擊,吸引大量觀眾；由于更直觀,更形象,電視廣告更簡單更有效地被關注；報紙：最被廣泛運用的媒介, 快速和敏捷的報導, 廣告易 更換,花費比電視廣告低廉,但受到關注的時間短暫,重現(xiàn)的機會 小,它們通常不是彩色的,不簡單受到關注；直接郵寄： 花費比電視及報紙少, 但預支費用較高, 目標 對象較易被選上,可以事先猜測受眾所占的比例；廣播：花費相當少,有大量的聽眾,聽眾較分散,并且容 易被鎖定；但廣播廣告只是一種對聽覺的刺激,其簡潔明白 的要求 難以制作復雜產(chǎn)品的廣告,聽眾在收聽時不會全神貫注；雜志：費用相對低廉, 雜志分類的繁多供應了一個高標準 的市場分割, 有大量的空間介紹有關產(chǎn)品的詳盡信息,可以通過美麗 的圖表宣揚產(chǎn)品, 宣揚成效長期, 可以對不同讀者進行重復宣揚；由 于