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ID:9905818
大小:51.50 KB
页数:9页
时间:2018-05-14
《在线视频的增长开阔了眼界[文献翻译]》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、本科毕业论文外文翻译外文题目:OnlineVideoGrowsandOpeneyes出处:ABABankMarketing作者:WaltAlbroIntroductionInthepast,videowaslimitedtotelevisionadvertising—Whichmanycommunitybankmarketerswerereluctanttodobecause.ecostandunfamiliarityofthemedium.Buttoday'ssurgeofvideointeres
2、tisnotforbroadcastorcableTV.It'smostlyforonlineviewing.Toproducethesevideos,somemarketersaredoingtheshootingthemselves.Othersarehiringoutsideagencies.Somearepurchasingpackagedvideosthatcanbecustomizedforindividualbanks.Manyvideosarebeingpostedonthebank
3、'sownWebsite.Othersarelinkedtoe-mailsaspartofonlinemarketingcampaigns.OthersareplacedonInternetsitessuchasYouTube.Advertisingnewproductsorservicesisjustoneofthemanyusesofthesevideos.Banksareemployingthemtoinformoreducatetheircustomersandprospectsaboutf
4、inancialissues.Somearedeployingthemaspromotionalbackgrounderstoacquaintcustomerswiththebank'shistoryandemployees.Afewbanks,forexample,areregularlyvideoingtheirpresidentorCEOtalkingabouttheinstitution'ssafetysoundnessoritsquarterlyearnings.Bigbanksmaybe
5、advertisingonnetworktelevision,butcommunitybanksarefindinganaudiencebyexpandingintoWeb-sitevideos."VideoontheInternethasprovedtobeawonderfulwayforustocommunicatewithourcustomers,"saysJanKnock,vicepresidentofmarketingatIowaStateSavingsBank(assets:$180mi
6、llion).Creston,Iowa."Themediamaybenew,butwearedeliveringessentiallythesamemessagewedidbefore."ABABankMarketingmagazinetalkedwithasampleoffivecommunitybankmarketersfromaroundthecountrytolearnhowtheyareusingonlinevideoandtohearwhatproblemsorbenefitstheys
7、eewiththemedium.OnlineVideoWasaLogicalChoicetoPromoteaNewinternetServiceAfterdevelopinganewonlinepersonalmoneymanagementservice,ChesapeakeBankdecidedthatvideopromotionmightbethebestwaytoreachtheyoungerdemographicthatitwastargeting.ChesapeakeBankdecided
8、thatvideoSincetheinstitutionwasonepromotionmightbethebestwaytoreachtheofthefirstcommunitybanksinthemarkettooffersuchaservice,Chesapeakewantedto"hitithard"withamarketingcampaign.Asaresult,thebankcreatedatwo-minuteanimatedvideothatdescrib
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