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北京匯佳職業(yè)學院畢業(yè)論文Function of the Advertising in the Goods Sales (三號times new roman)系 別: _ 英 語 系_專 業(yè)：_商 務 英 語_班 級：_07級 2 班_學 生 姓 名：_ _指導老師姓名：_ 林 酈 _論文完成日期：2010 年_5_月_30_日(此處為4號宋體,1.5倍行距)Function of the Advertising in the Goods Sales(2號字選黑)(標題居中)你的名字(三號楷體)【Abstract】 The advertising becomes more important because of the care and feedback from consumers during marketing promotion, or called the goods sales. So, all the advertisers would like their advertisings to be trendy and competitive. Its important that how to certain the function of the advertising in the goods sales and set up the creative and persuasive advertising. In this thesis, we will study how to improve the sales by taking advantage of the function of advertising from the advertising promotional means of P&G.(小四號字)(空一行)【摘要】：在商品推廣中，也可以說是商品銷售中，因廣告得到買家關注和反饋而變得十分重要，所以廣告主希望自己的廣告示新潮具有競爭力的。如何把握廣告在商品銷售中的作用，從而制定具有創(chuàng)意并具有說服力的廣告，便十分重要。在這篇論文中，從寶潔的廣告促銷手段方面著手，談及廣告如何在商品銷售中發(fā)揮作用，提高銷售額。(五號宋體)Outline(小四號字加粗)1. Introduction2. The function of the modern advertising (小四號字加粗)2.1 Spreading product information(小四號字)2.2 Leading consuming behavior2.2.1 Stirring desire to purchase2.2.2 Promoting the goods sales2.2.3 Establishing the enterprise image2.2.4 Perfecting the management(空一行)3. The relation between the advertising and the consumers (小四號字加粗)3.1 Attracting the attention3.2 Disseminating the goods information3.3 Emotional appealing3.4 Being persuading3.5 Guiding customers behavior3.6 Creating fashion(空一行)4. The advertising appealing strategy (小四號字加粗)4.1 Rational advertising appeal4.2 Emotional advertising appeal4.3 Rational & emotional appeal(空一行)5. The advertising strategic decision (小四號字加粗)5.1 Deciding the advertising target5.2 Deciding message content and originality5.3 Advertising effect5.4 Advertising marketing of P&G Advertising principles5.5 Advertising creative strategy(空一行)6. Conclusion (小四號字加粗)(文內(nèi)均采用1.5倍行距)1. Introduction (四號字加粗)(空兩格)The advertising is the aid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion of its products by a firm to its existing and potential customers. The good advertising copy which including product function, advantages of service, a target groups need, fancy and situation of market, would be on the basis of the products and their deep concept. On this base, the advertisers confirm the unique sell-point; make the weight-bearing point definite, then try its best to catch the buyers eyes by using word combination flexibly and laying out. (小四號字)2.The function of the modern advertising (四號字加粗)2.1 Spreading product information (小四號字加粗)The advertising can spread all kinds of information timely and enlarge the commodities sale market. The advertisements can propagate multifarious commercial information rapidly by modern spreading ways and wide spreading media. .2.2 leading consuming behavior (小四號字加粗)Advertising can lead and change the consumers concept effectively, guide the customer behavior and create new market demand. 2.2.1 Stirring desire to purchase Advertising does not make the consumers pay more attention to the goods and service, but help to stir the consumers demand and the urge on purchasing. .2.2.2 Promoting the goods salesUnder the market economy, the commodities which be produced by corporations will realize their value only passing through flowing field to consuming field. Advertising is .2.2.3 Establishing the enterprise imageAdvertising campaign is important to advance enterprise reputation, establish fine whole corporate image. Now that advertising can spread the commodities information, it also can enlarge the whole enterprise influence. (小四號字).2.2.4 Perfecting the managementAdvertising is one of the main ways for the enterprises in the market competition; it can help the modern corporate or servicing profession.3. The relation between advertising and consumersAdvertising is the one of main ways to the brand spreading, it spreads the brand information to the customers, makes up brand specific characters, and 3.1 Attracting the attentionAdvertising takes the consumers some shaky and attractive attention by original and unique way.3.2 Disseminating the goods informationAdvertising spreads the commodities and brand information to consumers so that form the goods even brand cognition and image to the consumers.3.3 Emotional appealingAdvertising moves the consumers heart by emotional appealing and leads sympathetic responses of emotion and interest so that the consumers produce reliance of the commodities or brand on the favorable impression.3.4 Being persuadingAdvertising affects the customers attitude gradually and persuades the consumers to change prime manner. .3.5 Guiding customers behaviorAdvertising can exaggerate the splendid outcome that is after consuming and buying, give the consumers obvious function of demonstration and guide the mass customer behavior.3.6 Creating fashionAdvertising always repeats the same message content and appeal by the totally same way, take the advantage of.4. The advertising appealing strategy (四號字加粗)Advertising appealing is the core content for the advertising; it is the reason that defines the consumers to buy. Advertising can focus on one appeal ever more.4.1 Rational advertising appealThe rational appeal of advertisement is one of the advertising forms which makes out logical judgment,.4.2 Emotional advertising appealThe emotional advertising appeal is an advertising form of expression that lure the consumer.4.3 Rational & emotional appealThis advertising appeal is that it includes talking about the reason to the consumers and emotions communication in campaign. 5. The advertising strategic decision5.1 Deciding the advertising target5.2 Deciding message content and originalityIn some degree, the advertisement is whether good or not .5.3 Advertising effectAdvertising effect is the comprehensive effect which is the influence of the advertising to his accepters and thank to the interpersonal propagation. .5.4 Advertising marketing of P&G Advertising principlesFor a long time, the success of the P&G is almost attributing to Rosser Reavess namely, the first duty of the advertising is transmitting messages, but 5.5 Advertising creative strategyThe outstanding advertising creative strategy can create a brand and also can make the brand win easily. P&G is the good example to all the multi-national corporations. .6. ConclusionThe advertising is a “l(fā)ife” which is always changing; the change and development are the fascination of the advertising.(文內(nèi)均采用1.5倍行距.大標題四號字加粗小標題小四號字加粗正文小四號字,字體為Times News Roman) Bibliographies: 【1】 Contemporary Advertising written by Li Dongjin, (五號字)Beijing: Development Press of China, 2006【2】 Marketing: real people, real choice written by Michael R