商務(wù)英語之a(chǎn)dvertising課件

advertisingadvertising1AdvertisingMediaPressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.CinemaAdvertisingMediaPressAdverti2商務(wù)英語之a(chǎn)dvertising課件3商務(wù)英語之a(chǎn)dvertising課件4商務(wù)英語之a(chǎn)dvertising課件5商務(wù)英語之a(chǎn)dvertising課件6商務(wù)英語之a(chǎn)dvertising課件7商務(wù)英語之a(chǎn)dvertising課件8商務(wù)英語之a(chǎn)dvertising課件9商務(wù)英語之a(chǎn)dvertising課件10商務(wù)英語之a(chǎn)dvertising課件11

function

1.Information2.Persuasion3.MaintenanceofDemand 4.CreatingMassMarkets 5.Quality function12Wit&WisdomfromLeoBurnettWit&WisdomfromLeoBurnett13有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力卻無趣的廣告，卻令人憎惡。

Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.有趣卻毫無銷售力的廣告，只是在原地踏步；Funwitho14我們希望消費者說：“這真是個好產(chǎn)品”而不是說：“這真是個好廣告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’我們希望消費者說：“這真是個好產(chǎn)品”Wewantcons15對生活抱持全面性的好奇，仍是偉大創(chuàng)意人員成功的秘訣。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.對生活抱持全面性的好奇，Curiosityabout16企劃廣告時，就該想到如何銷售。Planthesalewhenyouplanthead.企劃廣告時，就該想到如何銷售。Planthesalew17廣告如此這般告訴人們：“如此產(chǎn)品，給你如此的好處，到此處你就能找到它”。Advertisingsaystopeople,‘Here’swhatwehavegot.Here’swhatitwilldoforyou.Here’howtogetit.’廣告如此這般告訴人們：“如此產(chǎn)品，Advertisings18商務(wù)英語之a(chǎn)dvertising課件19Environment&SWOTAnalysisRolesfordifferentdisciplinesTasksforMarketingCommunicationMarketingdecisions/DirectionsEnvironmentRolesforTasksfor20BriefingMarketingAimRoleofAdvertisingBrandDefinitionTargetMarketing

Competition

BriefingMarketingAimRoleofA21Wherearewegoing

Button

Support

WherearewenowWherearewegoingButtonSupp22That’sall.Thankyouforlistening!黃晶01210804ID:20080090That’sall.黃晶0121080423advertisingadvertising24AdvertisingMediaPressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.CinemaAdvertisingMediaPressAdverti25商務(wù)英語之a(chǎn)dvertising課件26商務(wù)英語之a(chǎn)dvertising課件27商務(wù)英語之a(chǎn)dvertising課件28商務(wù)英語之a(chǎn)dvertising課件29商務(wù)英語之a(chǎn)dvertising課件30商務(wù)英語之a(chǎn)dvertising課件31商務(wù)英語之a(chǎn)dvertising課件32商務(wù)英語之a(chǎn)dvertising課件33商務(wù)英語之a(chǎn)dvertising課件34

function

1.Information2.Persuasion3.MaintenanceofDemand 4.CreatingMassMarkets 5.Quality function35Wit&WisdomfromLeoBurnettWit&WisdomfromLeoBurnett36有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力卻無趣的廣告，卻令人憎惡。

Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.有趣卻毫無銷售力的廣告，只是在原地踏步；Funwitho37我們希望消費者說：“這真是個好產(chǎn)品”而不是說：“這真是個好廣告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’我們希望消費者說：“這真是個好產(chǎn)品”Wewantcons38對生活抱持全面性的好奇，仍是偉大創(chuàng)意人員成功的秘訣。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.對生活抱持全面性的好奇，Curiosityabout39企劃廣告時，就該想到如何銷售。Planthesalewhenyouplanthead.企劃廣告時，就該想到如何銷售。Planthesalew40廣告如此這般告訴人們：“如此產(chǎn)品，給你如此的好處，到此處你就能找到它”。Advertisingsaystopeople,‘Here’swhatwehavegot.Here’swhatitwilldoforyou.Here’howtogetit.’廣告如此這般告訴人們：“如此產(chǎn)品，Advertisings41商務(wù)英語之a(chǎn)dvertising課件42Environment&SWOTAnalysisRolesfordifferentdisciplinesTasksforMarketingCommunicationMarketingdecisions/DirectionsEnvironmentRolesforTasksfor43BriefingMarketingAimRoleofAdvertisingBrandDefinitionTargetMarketing

Competition

BriefingMarketingAimRole