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1、Advertisement13级建筑系4班侯苗苗孙一诺1.DefinitionandTypes2.Purpose3.CaseAnalysis1.DefinitionandTypesDefinition:Advertisinginbusinessisaformofmarketingcommunicationusedtoencourage,persuade,ormanipulateanaudience(viewers,readersorlisteners;sometimesaspecificgroup)totakeorcontinu
2、etotakesomeaction.Mostcommonly,thedesiredresultistodriveconsumerbehaviorwithrespecttoacommercialoffering,althoughpoliticalandideologicaladvertisingisalsocommon.Anyplacean"identified"sponsorpaystodelivertheirmessagethroughamediumisadvertising.1.DefinitionandTypesAnypl
3、acean"identified"sponsorpaystodelivertheirmessagethroughamediumisadvertising.1.DefinitionandTypesTYPESNumerous!AnyplacethatcanbeseencanhaveadvertisementsInpaperorthroughtechnologydevices1.DefinitionandTypesTypesProductPlacement1.DefinitionandTypesTypesMicroFilm1.Defi
4、nitionandTypes2.Purpose3.CaseAnalysis2.PurposeThepurposeofadvertisingistoconvincecustomersthatacompany'sservicesorproductsarethebest,enhancetheimageofthecompany,pointoutandcreateaneedforproductsorservices,demonstratenewusesforestablishedproducts.1.DefinitionandTypes2
5、.Purpose3.CaseAnalysis①CocaCola①CocaColaThetargetconsumersofCocaColaaremainlymadeupofyouths.①CocaColaUSP:Aswecansee,thereisalwaysawaveinCocaCola'sadvertisement.Thiswaveindicatesthesmoothtasteandtakesonanimageofenergyandenthusiasm.Besides,theenergecticcombinationofred
6、,whiteandyellowbecomesasymbolofCocaCola.AndthatmakesCocaColaoutstandinginseveralbottles.①CocaColaTheadvertisementsofCocaColaarerelevanttosporteventsandsportstars.Therefore,wehaveanimpressionofCocaColathatwe'llfeelmoredynamicandenergeticafterdrinkingit.①CocaColaAIDA:1
7、.Astargetconsumersareyouths,theendorsementmodelsareidols.Meanwhile,CocaColacaterstolocalmarketsandpresentnewproductswithtraditionalChinesefeatures.2.TheredofCocaColanotonlystimulatesappetitebutalsocatchestheconsumers'attention.②CanonIXUS②CanonIXUSCanonIXUS’stargetcon
8、sumersaremainlyyouths,fashionpeopleandwomen.②CanonIXUSCanonconnectsIXUS’Sfeatureswiththeadvertisements’features.Intheadvertisement,
