廣告宣傳活動詞匯
[ 2007-02-21 10:13 ]
廣告是一種有償?shù)漠a(chǎn)品和服務推介或促銷形式。一般不是個人行為，做廣告者的身份必須在廣告中顯示出來。廣告的作用是通過為一種產(chǎn)品或一項服務創(chuàng)造一個正面積極的形象來影響目標消費者的行為。要進行廣告宣傳活動，首先需確定以下項目：
Form 形式
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 風格
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傳播媒介
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 selected, 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.
（來源：洋話連篇 英語點津 Annabel 編輯） |
