advertising 广告介绍.ppt

ADVERTISING,DefinitionTypesMediafunctionSlogans&examples,Definitionofadvertising,Advertisingcanbedefinedasnonpersonalcommercialmessagetothepublicdesignedtoinformbothestablishedandpotentialcustomers.,Typesofadvertising,Direct-actionadvertising(直接控制式广告)Institutionaladvertising(信誉广告)Primary-demandadvertising(产品需求广告)Brandadvertising(品牌广告)Comparativeadvertising(选择性广告),AdvertisingMedia(广告手段),1.PressAdvertising报刊广告2.TelevisionandradioAdvertising电视和无线电广告3.OutdoorandTransportAdvertising露天广告和交通广告4.WindowandPoint-of-SaleDisplay橱窗和销售点陈列广告5.ExhibitionandTradeFairs展览会和商品交易会6.DirectMailAdvertising直接邮件广告7.Cinema电影广告,Televisionadvertising-Dove德芙,OutdoorandTransportAdvertising,Cinemaadvertising,FUNCTION(广告的功能),1.Information（提供信息）2.Persuasion（争取顾客）3.MaintenanceofDemand（保持需求）4.CreatingMassMarkets（扩大市场）5.Quality（确保质量）,Featuresofslogans（广告口号）andcatch-phrases(广告语句),attractive-catchthereadersattentioncreative-projectanimagepersuasive有说服力的-urgethereadertoactimpressive-produceanimpact,Examples,Spendadime,Saveyoutime(电器广告)NeverlateonFathersDay(礼品广告)Anythingispossible.“一切皆有可能”（李宁服饰）Nodreamistoobig.(高级轿车广告),Tosmokeornottosmoke,thatisaquestion.(香烟广告)WithacopyofTheGlobeinyourhand,theworldunfoldsbeforeyousogrand.(全球杂志的广告语)Afriendinneedisafriendindeed.（速效救心丸广告）,Givemeachance,andyoullhaveabigsurprise.“给我一个机会，还你一个惊喜”（嘉亨印务）OnlyfinemedicinalherbsMakefineherbalmedicines.中药材广告：“药材好，药才好。”Youreverydaylifeisverybusy,OurLongCardcanmakeiteasy.建设银行龙卡的广告：“衣食住行，有龙则灵。”,Itgivesyoujoy.Itgivesyoufun.Itgivesyoubeauty.Itgivesyoulove.为您提供美，为您提供乐，为您提供爱，为您提供趣。（故事会杂志广告）Aspecialcola.ASpecialChoice.非常可乐，非常选择（非常可乐饮料广告）Shetakesoverthechores,Soyoucanrest,ofcourse.她工作，你休息。（洗衣机的广告语）,香奈儿5号布拉格皮特广告thereyouareItsnotajourney.Everyjourneyhasitsends,butwellgoon.Worldturns,weturnwithit.Plansdisappear,dreamstakeover,butwhereverIgo,thereyouare.Myluck,myfate,myfuture.ChannelN.5,in