资源描述：
《经典广告英文翻译（PPT格式课件.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、Internationalmarketingpromotionsandads------PracticinglessonPromotiontoolsAdvertisingPublicrelationsSalespromotionDirectmarketingPersonalsellingSource:Hollensen,Globalmarketing,4e,2008.ThecodfishlaysamillioneggsThehelpfulhenlaysoneThecodfishmakesnofussofitsachievementThehenboastswhatsheha
2、sdoneWeforgetthegentlecodfishThehenweeulogizeWhichteachesusthislessonThatitpaystoadvertiseMainmediatypesTelevisionRadioNewspapersMagazinesCinemaOutdoorSource:Hollensen,Globalmarketing,4e,2008.ThemajorinternationaladvertisingdecisionsObjectivessettingBudgetdecisionsMessagedecisionsMediadec
3、isionsAgencyselectionAdvertisingevaluationSource:Hollensen,Globalmarketing,4e,2008.IdentifytargetaudienceMediadecisionsReachFrequencyGrossratingpoints(GRPs)MediamixMomentumSource:Hollensen,Globalmarketing,4e,2008.AdvertisingeffectspyramidWhatisthis?Thistermreferstothetotalportionofthetarg
4、etmarketexposedtoatleastoneadinagiventimeperiod?ReachSource:Hollensen,Globalmarketing,4e,2008.Whatisthis?Whattermreferstotheaveragenumberoftimeswithinagiventimeframethateachpotentialcustomerisexposedtothesamead?FrequencySource:Hollensen,Globalmarketing,4e,2008.GRPandTRPGRP(GrossRatingPoin
5、ts):totalnumberofadexposures;ameasurethatcombinesreachofmediawithaveragenumberofexposures(frequency)ofindividualtothecertaintypeofmediainthecertaintimeperiod.Itexpressesthesumofallprogramviewingsinthemediaplan.TRP(TargetGrossRatingPoints):numberofpeopleinprimarytargetgroup,whomthemessages
6、houldreach;andhowmanytimesonaverage(frequency).Standardizationvs.adaptationCulture,languageLiteracylevel,verbal/nonverballanguage,etc.Symbols,colors,numbers,etc.NationalhumorAdvertisingarrangementLocaladvertisingstyleRestrictions(object,arrangement)MediaconditionsMediainfrastructureMediah
7、abitsMediacostsGilletteForWomenVenusWhyuseanidenticalglobalmessagefor Greece,Germany,andtheU.S.?Googlelogo…SwedenChinaTurkeySloveniaAppleStandardizedproductsallovertheworldStandardizedpromotionallovertheworldApple:ReasonsforstandardizationPromotionTargetgroup:educat
