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1、专业英语作业三Chapter3AdvertisingPlanning3.1AdvertisingStrategy1.Questions:1.Whatistheadvertisingstrategy?ThewayhowtheadvertisingobjectiveistobeattainedAnintegrationoftheelementsofthecreativemix2.Whatelementsdoesthemarketingmixinclude?4Ps:product,price,place,promotionPromotionalmix:personalse
2、lling,advertising,publicrelations,salespromotion3.Whatistheadvertisingcreativemix?Advertisingmessage(copy,art,production),targetaudience,theproductconcept,thecommunicationmedia4.Whoarethetargetaudience?End-users,personsinfluencingthepurchasingdecision5.Whatisthemediastrategy?Itrefersto
3、thedeterminationofthebestadvertisingmediaormediamix.6.Whatisthestrategyfortheproductconcept?Aproductvaluesmix,bundleofvaluepresentedtothetargetaudiencebythead.7.Howtoclassifytheinvolvementdegree?Rationalinvolvement,emotionalinvolvement；highinvolvement,lowinvolvement-30-专业英语作业三3.2Advert
4、isingStrategyQuestions:1.Whatshouldbeconsideredinthedeterminationoftheadvertisingobjective?Thestrategicobjectiveofthecompanydevelopment,thecompany’smarketingobjective2.Whatistheadvertisingpyramid?Bottom:awarenessComprehensionConvictionDesireUp:actionCommonexpressions（英译汉）:Advertisingst
5、rategy广告战略Repurchase再购Marketingmix营销组合Promotionalmix促销组合Creativemix创意组合Prioritization划分优先顺序Involvementdegree参与度Rationalinvolvement理智参与Emotionalinvolvement感情参与-30-专业英语作业三Advertisingmessage广告创作Bundleofvalue价值包4Ps:product,price,place,promotionBottom-upmarketing自下而上的营销Benefitsegmentation利益
6、细分Consumerdecision-makingprocess消费者决策过程Co-opadvertising合作广告Currentcustomer现实消费者Declinestage产品的衰退期Directdistribution直销Distributionchannel分销渠道Exclusivedistribution独家分销Franchising特许专卖Growthstage产品的成长期Hiddendifference隐性差异Perceptibledifference显性差异Individualbrand单一品牌Intensivedistribution密集分销
7、Introductoryphase产品的引入期Maturitystage产品的成熟期Personalselling人际传播Evokedset参考组-30-专业英语作业三Translation:1.Alladvertisersfaceaperennialchallenge:howtopresenttheirproducts,servicesandideaseffectivelythroughthemediatobuyers.所有广告主都会面临长期的挑战：如何通过媒体向买主有效地推出他们的产品、服务及观念。2.Advertisersmustfirstdevelopc
