会展英语:广告宣传活动商务英语词汇

文章作者 100test 发表时间 2011:03:20 18:53:49
来源 100Test.Com百考试题网

以下是百考试题小编为您整理的广告宣传活动商务英语词汇中英对照，来和百考试题#0000ff>实用英语站小编一起来学习吧！

　　英：
　　Advertising is a paid-form of presentation or promotion of goods and services.It is non-personal in nature, and the promoter must be identified. Advertising’s role is to create a positive image of a product or service by influencing the behavior of target customers.
　　When setting up an advertising campaign, you must make a choice on:
　　Form
　　National: advertising a copyrighted product or service across the national
　　footprint. Identifies brand name and emphasizes national presence.
　　Retail: advertising by outlet emphasizing image and variety.
　　Direct： advertising directly to customers to avoid middlemen and
　　response: delivery costs.
　　Advocacy: public communication that uses a perspective on a recognized
　　controversial issue.
　　Style
　　Humorous: light-hearted.
　　Comparative: compares one product to another, highlighting strengths and
　　benefits over a competing product.
　　Emotional: creates a mood, arouses feelings, tries to meet psychological needs.
　　Lifestyle: associates brand/product/service with the way people live and work.
　　Testimonial: affidavit of support by a customer or celebrity.
　　Reason why: touts the benefit and necessity of a product to avoid adverse
　　situations.
　　Slice of life: typically focuses on an average family and everyday or common setting.
　　Media
　　Television: most expensive, audio-visual impact, reaches a mass audience,
　　easily and effectively targeted based on well-known viewer
　　demographics.
　　Newspaper: most widely used medium, rapid and flexible coverage, ads easily
　　changed, less expensive than television. Short attention span,
　　poor reproduction quality, usually no color, not easily targeted.
　　Direct mail: less expensive than TV or newspaper but higher advance costs,
　　audience easily 0selected, demographics of percentage of serious
　　recipients can be predicted in advance.
　　Radio: fairly inexpensive, mass audience, audiences are largely segmented
　　and easily targeted. Only audio, brevity doesn’t allow for educating
　　viewers about complex products, audience less attentive.
　　Magazine: relatively inexpensive, huge variety provides a high level of market
　　segmentation, lots of space for detailed product information,
　　excellent graphical reproduction, long life span, repeat exposure to
　　multiple readers. Not quickly modifiable, long lead time before
　　printing, no guarantee of placement within the magazine.
　　Outdoor: inexpensive, little competition for customer attention, high repeat
　　exposure. Limited information, little control over target audience.
　　Internet: potential mass audience, but no control and little targeting capability.
　　Difficult to control reader’s attention, some delivery problems.